oroccan industry has grown in stature with the arrival of key European players, such as Holcim – one of the world’s leading cement producers and active in more than 70 counties. The Swiss-based firm took a controlling equity stake in the former state-owned Ciments de l’Oriental (Cements of the East), a local producer of cement, aggregate and concrete, through the government’s privatization initiative. The company – which was only recently given the Holcim name after a series of quality and performance improvements – produces 2.2 million tons of cement for use in the local construction sector.

YOUSSEF ENNADIFI Chairman of Holcim (Morocco)

The Moroccan cement industry is now dominated by five multinationals working with local partners. Holcim’s partners in Morocco are the Islamic Development Bank and the government. According to Youssef Ennadifi, Chairman of Holcim Morocco, the cement sector is fairly dynamic with significant growth potential. The use of cement per capita is the lowest of the Maghreb region. The tourism sector and the expansion of the country’s infrastructure are expected to drive development forward.
Mr. Ennadifi says that the management of the company seeks to guarantee a reliable investment for shareholders over the long-term through a broad-based strategy, one that prioritizes environmental issues alongside traditional business values, such as profit. “Our policy is based on economic performance, social solidarity and respect for the environment,” he says.

Holcim Morocco’s track record speaks for itself. “We were the first in Morocco to import recycled tyres,” he adds. “It’s a political and ecological policy, to reduce the cost of production and at the same time preserve the environment.” On the social side, the company has built a home for deserted children in the city of Fez and is looking to raise educational standards at rural schools.

Certainly, Holcim Morocco’s green credentials are sound, but it has also steered the business side in the right direction too. It is now a leading Moroccan company and a symbol of the progress this country has made in recent times. With a free trade agreement with Europe on the cards, local firms can expect ever closer ties with their counterparts across the Mediterranean. Mr. Ennadifi also highlights the increasing level of collaboration with the U.S., both in a business sense and in other areas. He is very optimistic not only for his own organization, but also for the country’s prospects. “Morocco is the country of the future; it promises so much,” he says.