Morocco’s leading flour producer, Forafric, is entering a bold new chapter as it pivots toward a more focused and strategic direction. Known for household staples like MayMouna and Ambre, the group is shifting its priorities to concentrate on soft wheat, a crucial commodity in a nation where bread remains a dietary cornerstone. With a domestic milling industry plagued by chronic overcapacity and a market increasingly dominated by a few large players, Forafric is making a decisive move to streamline its operations.
Under the leadership of businessman Yariv Elbaz, Forafric is launching a sweeping restructuring plan, shedding non-core assets in an effort to sharpen its competitive edge. At the heart of this realignment is a clear bet on soft wheat—a vital ingredient in bread production, which is central to Moroccan food consumption. According to the UN’s Food and Agriculture Organization, the country consumes over 10 million tons of wheat annually, making this shift both timely and strategically sound.
Since the beginning of the year, Forafric Global PLC has begun offloading certain Moroccan assets as part of this overhaul. The most symbolic divestments are those tied to durum wheat and logistics—two areas now considered outside the group’s core focus.
One of the standout moves is the sale of Finalog SA, a key logistics player in the grain supply chain. Based in the Mita logistics hub in Casablanca, Finalog was responsible for transporting, handling, and storing cereals on behalf of the group. It has now been acquired by a consortium of Moroccan investors: Yassine Bennis, through his logistics company Transwin SARL; Chakib Elj, via Cap Holding SA, an investment management firm; and Mohamed Hassan Bensalah, through Yellowrock SA, a Holmarcom subsidiary active in grain trading and import-export. While financial terms were not disclosed, the transaction signals a strong commitment to a leaner, more agile Forafric.
Another major asset on the chopping block is Grands Moulins du Tensift (GMT) in Marrakech, which boasts a daily milling capacity of 750 tons. Forafric only acquired the facility in 2022 through its purchase of SIMS, yet less than two years later, it’s back on the market. The move underscores the company’s intent to divest less strategic sites and concentrate resources on more profitable units.
Despite these sell-offs, Forafric retains a robust industrial footprint across Morocco. Key sites include the Grandes Semouleries in Casablanca, additional plants in Safi, Essaouira, Had Soualem, and Meknès (Sanabil), as well as the Ain Sebaa mills. The group also maintains a strong presence in animal feed, grain storage and trading, as well as pasta and couscous production—particularly through its TRIA brand.
Adding to the transformation is a leadership change at the top. Khalid Assari has returned to helm the group, succeeding Mustapha Jamaleddine, who recently retired. Assari is no stranger to Forafric; he previously led its Moroccan operations between 2016 and 2018. Since then, he has held positions in real estate and agribusiness, and now returns with a clear mission: to steer the company through this pivotal transition and usher in a new phase of targeted, sustainable growth.
Rather than merely adapting to a challenging market, Forafric is actively redefining its future. With a tighter structure, renewed focus on soft wheat, and strengthened leadership, the company is aiming not just to weather the storm but to shape the next era of Morocco’s milling industry. In doing so, Forafric may well set a precedent that others in the sector will soon follow.
