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AJP expands Meknes factory and strengthens industrial strategy

Friday 22 May 2026 - 08:52
By: Dakir Madiha
AJP expands Meknes factory and strengthens industrial strategy

AJP has inaugurated the expansion of its industrial facility in Meknes. The event brought together government officials, regional authorities, and private sector partners. The company positions this project within a broader investment plan aimed at scaling production capacity and strengthening its agro-industrial footprint in Morocco.

The expansion forms part of a 175 million dirham investment programme carried out over six years. This funding has enabled AJP to increase output capacity, extend its manufacturing scope, and support diversification into new food product categories. The strategy reflects a shift from a single-product focus toward a broader industrial model anchored in local production.

Officials present at the ceremony highlighted the role of domestic industry in reducing import dependence. The project aligns with national objectives to reinforce food sovereignty and develop competitive local manufacturing ecosystems.

Product diversification and local manufacturing push

AJP has expanded beyond its core juice segment into new food categories. The company has developed production lines for tomato sauce in carton packaging, culinary creams, iced tea, and plant-based milk alternatives. These products are produced locally under different brand names, targeting mass-market consumption.

The tomato sauce segment illustrates the company’s strategy of import substitution. Within two years, AJP has positioned itself as a leading domestic producer in a segment previously dominated by international brands. The company sources raw materials locally, including Moroccan tomatoes, and works with national agricultural partners.

Packaging innovation also plays a central role in the strategy. AJP has introduced single-use and portion-based formats designed to match household consumption patterns. This approach targets affordability, portion control, and waste reduction in everyday consumption.

Energy transition and regional industrial role

The industrial expansion includes investment in renewable energy infrastructure. AJP has installed a photovoltaic system with a capacity of 1.3 megawatts, representing an investment of more than 10 million dirhams. The system supplies more than 30 percent of the facility’s energy needs.

This energy integration reduces operational costs and lowers the site’s carbon footprint. It also reflects a broader industrial trend toward embedding sustainability within manufacturing operations rather than treating it as a separate function.

Meknes is increasingly positioned as a regional agro-industrial hub within this framework. The facility serves both domestic demand and export markets, reinforcing its role in broader industrial integration strategies across the region.

Employment growth, exports, and institutional support

The expansion has contributed to job creation at the regional level. AJP now employs more than 800 people, including over 300 jobs created in recent years. The company exports its products to 30 international markets across Africa, Europe, the Middle East, North America, and Asia.

This international footprint reflects a distribution strategy built on diversified markets rather than dependence on a single region. It also supports the company’s positioning as a Moroccan industrial player operating at global scale while maintaining production anchored in Meknes.

The project received institutional backing from national and regional authorities. Support included guidance on product development priorities, investment facilitation, and coordination with regional investment structures. This alignment between public institutions and private industry has shaped the implementation of the expansion programme.

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