A well-known Moroccan juice maker is expanding its factory in Meknès, putting 175 million dirhams into the project over six years to make more food locally and rely less on imports. Agro Juice Processing, the company behind the Valencia juice brand, is now moving beyond drinks. It has started making tomato sauces and cooking creams under the Olla name, along with iced tea and a plant-based milk range called Elty.
The company has already taken the top spot in the tomato sauce market within two years. It credits this to using tomatoes grown in Morocco and buying directly from local farmers.
“Our ambition is to offer Moroccan consumers high-quality, affordable products tailored to their needs,” said Ibrahim Belkora, chief executive of Agro Juice Processing. He said the company is focusing on smaller, single-use portions to help people manage their budgets and avoid wasting food.
The expansion is also helping the company build international ties. It is working with Spain’s Grupo Pascual to produce some of its Bifrutas drinks in Morocco. It has also signed deals with Warner Bros. and LaLiga to make its products more appealing.
In the longer term, the company wants to use its Meknès factory as a base to expand across Africa. It already exports to 30 countries in Europe, Africa, the Middle East, North America and Asia.
Morocco’s Industry and Trade Minister Ryad Mezzour said the project helps strengthen the country’s food supply and supports jobs.
The investment has created more than 300 direct jobs over the past five years. The company now employs over 800 people in total.
The site has also added a solar power system costing 10 million dirhams. It has a capacity of 1.3 megawatts and is expected to cover more than 30% of the factory’s energy needs, helping cut its carbon footprint.
