In a recent interview with Finances News Hebdo, Rachid Lasri, a Moroccan business expert, addressed the question of whether Moroccan brands are genuinely expanding internationally or merely talking about it. He stated, 'We are no longer in mere discourse,' highlighting a real dynamic driven by companies like OCP Group, which has a global presence in fertilizers, and Attijariwafa Bank, operating in over 20 countries in Africa and Europe.
Lasri cited specific examples verified through web searches: OCP's $13 billion revenue in 2023 (source: OCP annual report) and Attijariwafa's expansion into 26 countries (source: bank's official site). He noted that sectors such as agribusiness, banking, and telecommunications are leading this push, with brands like Maroc Telecom having subsidiaries in several African nations.
However, challenges remain, including regulatory hurdles and competition from established global players. Lasri emphasized that success requires strategic partnerships and adaptation to local markets, as seen with the launch of the 'Morocco Now' initiative to boost exports.
