AJP Strengthens Its Meknès Factory and Accelerates Diversification in the Agri-food Sector
Agro Juice Processing (AJP) Expands Operations in Morocco with a 175 Million Dirham Investment
On May 21, 2026, the Moroccan company Agro Juice Processing (AJP) inaugurated the expansion of its industrial unit in Meknès, marking a significant step forward in its strategy for development and diversification within the national agri-food sector.
The ceremony was attended by the Minister of Industry and Trade, Ryad Mezzour, along with several regional and institutional officials, including the governor of the Meknès prefecture and the president of the Fès-Meknès regional council.
A 175 Million Dirham Investment
This expansion project is part of a comprehensive investment program amounting to 175 million dirhams, set to roll out over six years. It aims to enhance the site’s production capacity, launch new industrial lines, and broaden the company’s product range beyond its historical focus on Valencia brand juices and beverages.
A Lever for Food Sovereignty
During the event, Minister Ryad Mezzour emphasized the project’s importance in strengthening the Kingdom’s food sovereignty, reducing imports, and generating local added value, particularly by boosting industrial employment in the region.
The CEO of AJP highlighted the company’s commitment to consolidating industrial operations in Meknès and providing locally produced products that are accessible and suited to the needs of Moroccan consumers.
Diversifying into New Agri-Food Segments
Beyond juices, AJP is accelerating its diversification into several agri-food segments, including packaged tomato sauces, culinary creams under the Olla brand, Valencia iced teas, and Elty plant-based milks.
The company claims to have established itself as a market leader in packaged tomato sauces in Morocco in less than two years—a segment previously dominated by international brands—by leveraging local tomato production and partnerships with Moroccan farmers.
Local Industrialization and International Partnerships
AJP is also developing industrial and commercial partnerships, including collaborations with international players, to bolster its brands and expand its range. The company is working with European partners to relocate part of the production intended for the Moroccan market, with the ambition of positioning the Kingdom as a regional industrial hub.
Energy Transition and Environmental Impact
The Meknès site is also committed to energy transition, featuring the installation of a photovoltaic station with a capacity of 1.3 MW, representing an investment of over 10 million dirhams. This setup covers more than 30% of the factory’s energy needs and helps reduce its carbon footprint.
Job Creation and International Reach
Socially, the investment program has created over 300 direct jobs in five years, bringing AJP’s total workforce to over 800 employees.
Present in around thirty countries across Africa, Europe, the Middle East, North America, and Asia, the company aims to enhance its international development while solidifying its industrial presence in the Fès-Meknès region.
