Saïd Alj stands as a towering figure in Moroccan business, embodying a blend of visionary entrepreneurship, cultural heritage, and modern ambition. As the founder of Sanam Holding, established in 1986, Alj transformed a modest enterprise into a colossal multisectoral powerhouse, with ventures spanning agribusiness, real estate, hospitality, finance, and industry.
A strategic expansion rooted in agribusiness
Sanam Holding’s journey began in agribusiness with the acquisition of Unimer in 1986. This company, founded in 1920 and renowned for exporting sardine preserves, became a global leader under Alj’s stewardship. Leveraging a vertically integrated strategy—including purchasing fishing vessels and launching specialized subsidiaries—Unimer established a formidable presence in international markets, particularly in West Africa. Here, its flagship brand Titus enjoys widespread acclaim.
Today, Unimer exports 90% of its production, generating an annual revenue of 1.3 billion dirhams. This success lies in its ability to capitalize on Moroccan resources while meeting the stringent demands of global markets.
A global entrepreneur with local roots
An alumnus of the prestigious École des dirigeants et créateurs d’entreprise in Paris, Saïd Alj began his career in France and Belgium before returning to Morocco to build his empire. His pragmatic and daring approach to business is evident in strategic partnerships, such as his collaboration with Retail Holding, a major player in Moroccan retail. This alliance not only strengthened Unimer’s supermarket presence through LabelVie but also paved the way for ambitious real estate projects.
A seamless generational transition
At 70, Saïd Alj has undertaken a masterful generational transition, gradually passing the baton to his children. Mehdi Alj, CEO of Sanam Agro and Vice President of Sanam Holding, and Kenza Alj, who oversees strategic real estate subsidiaries, represent a dynamic next generation. Armed with international education and diverse expertise, they carry forward the family’s vision of innovation and growth.
Beyond business, Alj is deeply committed to cultural and artistic endeavors. Through investments in the Atlas Studios and CLA Studios in Ouarzazate, he has helped transform the region into a global film production hub. This patronage underscores his dedication to celebrating Moroccan heritage while enhancing the country’s international prestige.
Modesty in leadership
Despite his remarkable success, Saïd Alj is known for his humility. Colleagues describe him as an accessible and grounded leader whose strategic vision has cemented Sanam Holding’s position as a key player in Morocco’s economic landscape. With over 60 subsidiaries, operations in 10 countries, and an annual turnover exceeding 5.5 billion dirhams, Alj’s influence is undeniable.
