The Matheï Industrial Complex, a cornerstone of Morocco’s agri-food industry, has taken a major leap forward with the inauguration of a new production line dedicated to the iconic Alsa brand. This milestone reinforces T-Man Holding’s leadership within the Raji Group and underscores Morocco’s commitment to bolstering food sovereignty.
The grand ceremony was attended by Ryad Mezzour, Morocco’s Minister of Industry and Trade, alongside key representatives from the project’s partners. The initiative, born from a strategic partnership between T-Man Holding and Germany’s Dr. Oetker—the parent company of Alsa—highlights Morocco’s growing appeal as a destination for large-scale industrial investments. By producing Alsa baking aids and yeast locally, the project serves two critical objectives: meeting the rising demands of Moroccan consumers and advancing the nation’s industrial self-reliance.
Since its founding in 2005, the Matheï Industrial Complex has established itself as a leader in Morocco’s agri-food sector. The facility has attracted over MAD 300 million in investments, leading to the creation of 400 direct jobs and an additional 300 indirect jobs. Equipped with cutting-edge infrastructure, the complex adheres to international quality standards and has become a vital player in reducing Morocco’s reliance on imports. Its ability to innovate and adapt to market demands has positioned it as a shining example of industrial success.
The introduction of the Alsa production line builds on the complex’s legacy, which includes expertise in green tea packaging and sugar processing. The new unit boasts a production capacity of 10,000 tons annually, representing a significant step toward enhanced industrial integration and strengthening Morocco’s status as a key player in the regional agri-food value chain.
In his address, Minister Ryad Mezzour emphasized the alignment of this initiative with Morocco’s national industrial strategy, championed by King Mohammed VI. He hailed the collaboration with Dr. Oetker as a testament to the value of international partnerships in driving economic resilience and growth.
Hamid Raji, President of Matheï, described the development as a natural progression of the group’s activities and reaffirmed T-Man Holding’s commitment to delivering high-quality, locally produced products to Moroccan consumers.
Dr. Oetker’s leadership also expressed enthusiasm for the project. Georg Heerdegen Parsbo, a member of the company’s International Executive Board, celebrated Alsa’s enduring legacy in Moroccan households and highlighted the strategic importance of the Moroccan market to Dr. Oetker’s global vision.
With the addition of the Alsa production line, the Matheï Industrial Complex is cementing its role as a driving force in Morocco’s agri-food sector. This ambitious project, blending innovation with strategic foresight, illustrates the country’s ability to combine food sovereignty with international competitiveness.
