Exclusive Interview : Adil Benjelloun, Vice President of MEFSCO.. his ambitions in Saudi Arabia

Adil Benjelloun, a professional with a rich and diverse international career, currently holds the position of Vice President of Sales and Marketing at MEFSCO. Originally from Casablanca, he developed his expertise in strategic management and international business through experiences in North America, Europe, and the Middle East. His journey has led him to work in key sectors such as logistics, sports event management, and the agri-food industry. Through his role at MEFSCO, he aims to strengthen the company’s position in the Middle Eastern market while exploring opportunities in Africa. Alalam24 is proud to have welcomed him today for an exclusive interview to discuss his career and strategic vision :

• Adil Benjelloun, can you tell us about your professional background before joining MEFSCO?

I spent my childhood in Casablanca, Morocco until the age of eleven, after which I moved to Montreal, Canada. I earned a bachelor’s degree in International Business and Strategic Management from McGill University, including a semester at Tec de Monterrey in Mexico. I began my career in the Canadian public service, working for the federal government public services in Newfoundland. Subsequently, I returned to Morocco and worked at the Tangier Free Zone (TMSA) as Public Relations Manager, assisting investors in establishing their businesses in Morocco. I then moved to Paris to work with Lagardère Group (Sportfive), where I participated in organizing major sporting events such as the 2012 Africa Cup of Nations in Gabon and managed television broadcasting rights for the African Football Confederation. Following that, I returned to Morocco to work with the Delassus Group, one of Morocco’s largest citrus exporters, where I developed export markets in America and the Middle East. I then moved to Dubai and worked for eight years with Döhler, a global leader in the production of fruit concentrates and natural flavors and colors, focusing on natural ingredient solutions for the food and beverage industry.

• What motivated you to join MEFSCO specifically?

I was attracted to MEFSCO due to its reputation as a leading producer of starch and sweeteners in the GCC region. Its partnership between ARASCO and Cargill Inc. reflects a strong commitment to quality and innovation. I saw this opportunity as a way to contribute to the company’s growth by acquiring new customers and introducing innovative products, thereby consolidating our market leadership in the Middle East and beyond.

• How do you see your role in the company, and what are your main responsibilities?

As Vice President of Sales and Marketing at MEFSCO, I am responsible for driving the company’s growth and maintaining its leadership position in the Middle East market. This involves overseeing customer acquisition strategies, fostering innovation in product offerings, and leading the sales and marketing teams to ensure alignment with our strategic objectives. Additionally, I focus on enhancing brand visibility through targeted marketing initiatives and staying ahead of consumer demand trends to reinforce MEFSCO’s commitment to quality and innovation in the industry.

• What were the biggest challenges you faced at the beginning of your journey with MEFSCO?

One of the main challenges was understanding the unique dynamics of the Middle Eastern food and beverage market and adapting our strategies to meet local customer needs while maintaining the high-quality standards that distinguish MEFSCO. Additionally, fluctuations in raw material prices required continuous innovation to provide cost-effective solutions that meet consumer expectations.

• How can the company contribute to the development of the industrial sector in Morocco?

Drawing from my previous experience in Morocco, I see significant opportunities for MEFSCO to contribute to the development of the industrial sector by providing high-quality ingredients that support local food industries and promote product innovation. Supporting local manufacturers by offering solutions that enhance the competitiveness of Moroccan products in international markets is also crucial. Moreover, investing in local talent through training and capacity-building initiatives can strengthen the industrial workforce.

• What strategies do you think are necessary to improve MEFSCO’s performance in the Moroccan market?

Strategies include strengthening local partnerships by collaborating with local businesses to enhance distribution and reach. Understanding consumer preferences through market research allows us to tailor products and marketing efforts to Moroccan consumers. Offering tailored solutions involves developing products that meet the specific needs of the Moroccan market with a focus on sustainability and quality. Enhancing brand visibility through targeted marketing campaigns can increase brand awareness and loyalty among Moroccan consumers.

• How do you evaluate MEFSCO’s role in supporting the national and international economy?

MEFSCO plays a vital role in supporting both national and international economies by providing essential ingredients that support food production and security. Strengthening local and international supply chains through reliable product delivery is another key aspect. Additionally, contributing to economic development by offering products that support various industries, including food and beverage, pharmaceuticals, and textiles, further underscores MEFSCO’s economic impact.

• What is MEFSCO’s relationship with Moroccan industry, and how does it contribute to its modernization?

MEFSCO can play a pivotal role in modernizing Moroccan industry by offering innovative ingredients that support the development of new products. Improving the quality of local food products enhances their competitiveness. Collaborating with local manufacturers to adopt modern production techniques and standards can further drive industrial modernization.

• How do you see the evolution of the agricultural industry in Morocco and MEFSCO’s role in this sector?

The agricultural sector in Morocco is experiencing continuous growth, and MEFSCO can support this development by providing ingredient solutions that enhance the value of agricultural outputs. Assisting local farmers in accessing new markets through the provision of quality ingredients is also vital. Promoting sustainable agricultural practices through the supply of eco-friendly products and solutions aligns with global sustainability goals.

• How can MEFSCO help develop industrial partnerships between Morocco and African countries?

Through its network and expertise, MEFSCO can facilitate partnerships between Moroccan companies and their counterparts in Africa by sharing knowledge and offering insights into market trends and consumer preferences. Providing quality ingredients that meet international standards can enhance product quality. Engaging in joint ventures and projects that promote industrial development and economic growth can further strengthen these partnerships.

• What are the main opportunities you see for MEFSCO to expand its business in African markets?

Opportunities include meeting the growing demand for high-quality food ingredients in Africa. The African population is expected to grow to 1.7 billion by 2030, and with rapid urbanization, there is an increasing need for processed food and beverages. According to the African Development Bank, the continent’s food market is projected to reach $1 trillion by 2030. Capitalizing on population growth and urbanization allows for expanded market reach. Developing products that cater to the unique tastes and preferences of African consumers can drive growth in these markets, particularly in countries such as Nigeria, Kenya, and South Africa.

• How does MEFSCO work to improve the quality of its products and promote innovation in the industrial sector?

MEFSCO continually invests in research and development, works closely with its clients to understand their needs, and provides customized solutions, thereby promoting innovation and improving product quality. The company also collaborates with industry leaders, such as its partnership with Cargill, to bring advanced technologies and expertise to the region. Investing in technology by implementing state-of-the-art manufacturing processes enhances product quality and efficiency. Focusing on sustainability by developing products and solutions that meet the evolving demands of consumers while promoting environmental stewardship is also a priority.

• How do you see the future of the agricultural and industrial sectors in Africa in general?

I see a promising future for the agricultural and industrial sectors in Africa, with significant opportunities for growth and innovation, especially with the increasing focus on sustainability and technology. The agricultural industry in Africa is expected to double by 2050, with demand for processed food growing rapidly. MEFSCO is well-positioned to contribute to this evolution through strategic partnerships and innovative solutions. For example, the agricultural technology (AgTech) sector in Africa is expected to reach $2.6 billion by 2025, presenting significant opportunities for MEFSCO’s expertise in providing value-added agricultural solutions.

• What plans does MEFSCO have to enhance its environmental sustainability in the industry?

MEFSCO is committed to implementing sustainable practices, including improving resource use efficiency, reducing waste, and developing eco-friendly products that meet consumer needs and contribute to environmental protection. The company also focuses on reducing its carbon footprint by optimizing production processes and investing in renewable energy sources. Engaging with stakeholders to promote environmental awareness and collaborating on sustainability initiatives further demonstrate MEFSCO’s dedication to environmental stewardship.

• Do you have any specific vision on how to expand the network of industrial partners in Africa and MEFSCO’s role in this expansion?

MEFSCO is committed to strengthening its presence in key African markets by collaborating with local food manufacturers to drive innovation, efficiency, and sustainability in food production. The company aims to expand its network of industrial partners across Africa through strategic collaborations and investments. By leveraging its expertise in producing high-quality starch and sweetener products, MEFSCO seeks to support the continent’s agro-industrial development. This expansion aligns with MEFSCO’s long-term vision for Africa, where the demand for high-quality food ingredients continues to grow. The company is well-positioned to support the continent’s food transformation efforts by offering innovative and sustainable food solutions. Through these initiatives, MEFSCO aims to play a pivotal role in modernizing Africa’s food industry and contributing to the continent’s economic growth.