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Agadir – Morocco has integrated new production lines at the MANAR Group’s industrial facility to strengthen national manufacturing and industrial sovereignty.
The new production lines are dedicated to manufacturing freezers and double-door refrigerators equipped with Total No Frost technology.
Morocco’s Minister of Industry and Trade, Ryad Mezzour, attended the launch alongside Abdeljalil Lahloa, Chairman and CEO of the group that owns the SIERA brand, as well as representatives from public and private sector partners.
According to the Ministry of Industry and Trade, the project represents an investment of MAD 94 million ($10 million) and forms part of Morocco’s broader industrial transformation strategy.
The ministry said the investment comes “within the context of the industrial transformation that Morocco is experiencing under the wise leadership of His Majesty King Mohammed VI, aimed at strengthening national industrial sovereignty and encouraging Moroccan products within the framework of the Made in Morocco journey.”
The project will expand production capacity, enabling the facility to manufacture 23,000 refrigerators annually, with output expected to reach 95,000 units by 2030. The factory is also set to produce 35,000 freezers annually by the same date.
Authorities said the expansion will help increase local integration in the sector, with the project achieving a 51% local integration rate.
The ministry also noted that the increased production capacity is expected to offset “approximately 18% of refrigerator imports and 20% of freezer imports,” supporting Morocco’s goal of reducing dependence on foreign manufactured goods.
Beyond its industrial impact, the project is expected to contribute to job creation and regional economic growth.
The ministry said the new production lines have generated 133 direct qualified jobs, bringing the total number of permanent positions at the industrial unit to 728. The investment is also expected to create additional business activity worth nearly MAD 365 million ($39.35 million).
During the inauguration ceremony, Mezzour commended SIERA’s longstanding contribution to Morocco’s industrial development.
The minister pointed to “the role played by SIERA over 70 years in supporting and developing the national industry,” while highlighting the company’s contribution to building “a more competitive national industrial fabric capable of meeting market needs and keeping pace with the aspirations of the Moroccan consumer.”
Mezzour further described SIERA-MANAR as “a successful model of national entrepreneurship” that has managed, “thanks to the efforts of successive generations of Moroccan competencies, to adapt to changes and enhance its competitiveness.”
The minister concluded that such industrial success stories help consolidate Morocco’s position “as an industrial hub capable of competing regionally and continentally and playing a pivotal role in Africa’s manufacturing journey.”
