Lesieur Cristal: “Made in Morocco” Oils, Soap & Sustainability
Serving the Earth": The Story of Lesieur Cristal's Sustainable "Made in Morocco" Model
Lesieur Cristal: 80 Years of “Made in Morocco” – From Local Farms to African Tables
Since its founding more than eighty years ago, Lesieur Cristal has not been just a company, but has become a pillar of the food industry in Morocco, and a key player in the development of agriculture and the value chains related to oils and soap. The company combines respect for tradition with a spirit of innovation, and today carries a strategic vision that extends beyond Morocco’s borders toward Africa, under its corporate motto «Servir la Terre» (Serving the Earth).
🕑 Timeline of Lesieur Cristal’s Evolution
An Iconic Brand Portfolio
The secret to Lesieur Cristal’s success lies in its diverse brand portfolio, which accompanies Moroccan consumers in their daily lives:
- Table Oils: Lesieur, Cristal, Huilor, Oléor.
- Olive Oil: Al Horra (The Free One), a symbol of superior quality, and Mabrouka (The Blessed One), a trusted everyday oil.
- Soap: Taous (The Peacock), an icon of natural cleanliness in Morocco for decades, and El Kef (The Palm) as a trusted, economical choice.
- Margarine and Fats: Familia, Ledda, Mag’dor, which meet the needs of traditional and contemporary kitchens.
- Animal Feed: El Menjel (The Sickle), targeted at agriculture and animal nutrition.
This diversity allows the company to reach a wide segment of consumers, with brands rooted in the collective memory.
An Integrated Industrial Network
The company manages six production sites:
- Four in Morocco: Casablanca (Aïn Sebaâ and Aïn Harrouda), Meknes, Settat/Kelaat Sraghna.
- One in Tunisia and another in Senegal.
This industrial infrastructure constitutes a powerful lever, enabling high production capacities and ensuring quality and logistical flexibility in distribution.
From Field to Factory: Partnership with Farmers
What distinguishes Lesieur Cristal is its integration across the entire value chain. It does not just manufacture; it works directly with farmers through agricultural aggregation programs:
- Providing high-quality oilseeds (sunflower, rapeseed).
- Technical support to improve yields.
- Commitment to purchasing crops at preferential prices.
This model contributes to improving farmers’ incomes and strengthening national food sovereignty.
«Servir la Terre»: Sustainability at the Heart of the Strategy
The company adopted the motto «Servir la Terre» as its raison d’être and corporate mission. It is based on six concrete commitments:
- Supporting sustainable and responsible agriculture.
- Protecting natural resources and biodiversity.
- Developing local sectors and supporting the rural economy.
- Ensuring a positive social and environmental impact from investments.
- Reducing the carbon footprint and promoting renewable energy.
- Promoting diversity and inclusion within the organization.
One of its most prominent environmental projects is the use of “grignons” (olive pomace) as a biofuel to operate its industrial boilers, which reduces emissions and turns waste into an energy source.
African Expansion: A New Chapter Since 2021
In 2021, the company opened a new chapter in its history by expanding its presence to Tunisia and Senegal.
- In Senegal: It acquired the assets of the company Oleosen and launched a new industrial unit for soap production with a capacity of 30,000 tons per year, creating 115 direct jobs.
- In Tunisia: It strengthened its presence via Cristal Tunisia, solidifying its regional position.
With these steps, Lesieur Cristal has become the executive arm of the Avril Group in Africa.
Governance and Transparency
As a company listed on the Casablanca Stock Exchange, Lesieur Cristal adheres to strict standards in governance and financial disclosure.
- Annual and quarterly financial reports are published regularly.
- Details of the Board of Directors and the Executive Committee are disclosed, reflecting full transparency towards investors and partners.
The Company in Figures
- Market Capitalization: Approximately 9.1 Billion MAD.
- Share Capital: 276.3 Million MAD.
- Revenue (2023): 5.9 Billion MAD.
- Number of Collaborators: Over 5,400 employees.
- Distribution Network: Reaches 60,000 retailers and 2,000 wholesalers weekly.
The story of Lesieur Cristal is a tale of an integrated national industry:
- A portfolio of brands anchored in the consumer’s consciousness.
- Strong industrial investments and infrastructure.
- A strategic partnership with farmers.
- A clear sustainability vision under the motto «Servir la Terre».
- An African expansion that strengthens the “Made in Morocco” position on the continent.
It is a pioneering model that demonstrates that economic success can be integrated with social and environmental impact, making Lesieur Cristal more than just a company—but a corporate citizen, writing a new chapter in the story of Moroccan industry.
The story of Lesieur Cristal is not just the story of a company, but of an entire Moroccan industry that evolved from an oil mill to a continental giant. It is a tale of oil, soap, and agriculture, but also one of innovation, sustainability, and governance. Today, the company continues to uphold the motto «Servir la Terre», proving that “Made in Morocco” is not just a stamp on a product, but a development vision extending from the Moroccan field to African tables.
