Hajar Alafifi: Leading OCP Africa’s Vision for Agricultural Transformation

Thursday 04 September 2025 - 07:50

By: Dakir Madiha

Hajar Alafifi: Leading OCP Africa’s Vision for Agricultural Transformation

OCP Africa has appointed Hajar Alafifi as its new CEO, effective September 1, marking a strategic milestone in the organization’s ambition to revolutionize agriculture across the continent. This decision brings a globally accomplished executive back to Morocco to lead a vision focused on sustainable growth, innovation, and localized solutions for African farmers.

A Moroccan talent with global expertise

Born and educated in Casablanca, Alafifi is a leading figure in Moroccan international business. A graduate of ENCG Casablanca, she began her career at Unilever Morocco before ascending to prominent global roles over two decades. Her journey spanned continents, including Europe, Africa, and Southeast Asia, where she managed billion-dollar brands and spearheaded transformative initiatives.

Notably, Alafifi became the Chairperson and General Manager of Unilever Sri Lanka, the first Moroccan to lead a major subsidiary in the region. Her management approach earned her the Global Leader of the Year Award, recognizing her as one of the world’s most inspiring executives.

Transformative leadership and innovative vision

Throughout her career, Alafifi has emphasized cultural understanding, rapid innovation, and authentic leadership. In Sri Lanka, she achieved gender parity in the workplace, introduced policies addressing domestic violence, and led campaigns that empowered communities.

Her appointment at OCP Africa signals a commitment to leveraging her expertise in emerging markets. The company’s leadership highlighted her alignment with OCP’s strategic priorities, including sustainability and ESG principles, as essential to advancing its goals.

OCP Group: A powerhouse driving agricultural change

As the parent company of OCP Africa, Morocco’s OCP Group is a global leader in phosphate and fertilizers. With control of 68% of the world’s phosphate reserves, the Group has established itself as a critical player in addressing global food security. In 2024, it reported revenues of $9.76 billion, with fertilizers comprising 69% of its income.

The company’s ambitious Green Investment Program for 2023-2027, valued at $12-13 billion, focuses on expanding production capacity and achieving carbon neutrality by 2040. Key milestones include increased use of desalinated water and renewable energy at its Moroccan sites.

OCP Africa: Empowering farmers and boosting productivity

OCP Africa’s strategy revolves around “localization,” tailoring fertilizers and services to meet the specific needs of each country. Investments include blending and production facilities in Ethiopia, Nigeria, and Ghana, as well as partnerships with local governments and organizations to enhance agricultural value chains.

The Agribooster program, one of its flagship initiatives, provides smallholder farmers with inputs, training, market access, and financing. This has increased yields by 33% across crops such as maize, rice, and sorghum. Similarly, the OCP School Lab brings free soil testing and training to rural communities, promoting sustainable farming practices.

Financial partnerships, such as a $2 billion Eurobond issued in 2024 and collaborations with the International Finance Corporation, aim to scale resilient food systems and support OCP’s African development strategy.

A sustainable future under Alafifi’s leadership

Under Alafifi’s guidance, OCP Africa is poised to expand its impact by combining global expertise with local solutions. Her leadership is expected to reinforce the company’s commitment to sustainability, innovation, and farmer-centric approaches. With her at the helm, OCP Africa is set to play a pivotal role in transforming agriculture and ensuring food security across the continent.