It may not be on our radar, we consumers, but it is, unquestionably, on the radar of farmers, large and medium estates or small and medium farmers. These actors of the Kingdom's agriculture, who work tirelessly to feed us, and so many others, far beyond our borders

And it is with reason that she, MAGRISER, is not in our radar. It intervenes in this chain which takes care to nourish us, where is this imperative source of life: water. Where the blue gold must irrigate, water, skilfully, without waste. And this is the meaning of micro-irrigation, the work and the core business of the leader in the field in Morocco, MAGRISER. A leader who today is no longer providing the essential equipment, compatible here and there, but constantly anticipating, imagining and providing solutions to the scarcity of water, more and more obvious, less and less reassuring.

A leader that has asserted itself, progressively, durably, marking its territory, and today provider and partner of the biggest national and international "agricultural" brands, in Morocco and in Africa. A leader that, in order to last, puts meaning at the heart of its future, that of the actions that embody it and that time dictates: innovation, transformation, a strong vision in line with its identity.

She acts in the shadows and opts for water

She did not invent this technology, but dared to be the first to introduce it in Morocco, discreetly, anonymously. A technology that has transformed the use of water in the world, in agriculture precisely, where, drip by drip, in a clever dosage and in an approach with considerable advantages, it has made quasi-deserts, "green spaces". Magriser has thus introduced micro-irrigation. Intuition or just vision, or both, the founder will have had his idea, that one day to launch into the sale of water pumps, then expand its field to greenhouses, activity that dictated him ''the naming'' of the company ''Les serres du Maghreb'' and reduce it to MAGRISER. At that moment, one day of the year 1986, he probably did not imagine the pioneer that his company was going to be, the example that was going to be followed some years later by others.

And where everything started from a desire, where the founder structured, operating little by little, the current leader, Simohamed AZZOUZ, understood the magnitude and interest of the challenge. After graduating from EDHEC Nice and becoming an executive at Natixis Hong-Kong, he decided to return to his country despite his love for Asia, and to take over what had been built to undertake both the transformation and the development.

She didn't have everything to do, but everything was to do

There was nothing to do, launch a structure, install it, and ''trade''. But everything had to be done to fit into its time, that of the 21st century, the time of great mutations and new paradigms, that of the all digital, the time of great environmental issues, the time of a Morocco in a modern vision, in a reshuffling of the economic priorities. And agriculture was central, a major lever, with undeniable socio-economic inductions, to participate strongly in regional balances, in human development. A context, thus, of the most favorable to support the choice of a strategic shift to operate.

''The hardest part was to reorganize, to identify skills that meet the fundamental requirements of a transformation and a vision'' - Simohammed AZZOUZ

A completely different future was now in store for the small company. Now flourishing, from a business weighing only 30 MDH in 2013 to 220 MDH in the space of 8 years, from a staff of 20 people to 150 people, a staff that will soon reach 200 people, its year 2022 is the year of big projects, the year of massive recruitment, aiming to integrate young profiles, in different professions, and aiming to engage the brand in an "employer brand" dimension.

A brand that has been built on a foundation of values, values that have been embraced by the staff, who carry them, convey them and defend them, and have created a real climate of trust with customers and partners. Among Magriser's values, a charter that governs the work and the relationship with the market, with society: honesty, transparency, an ethical commitment, responsible and supportive, customer satisfaction. This is the essence of Magriser's company, which gives it its raison d'être, a culture of its own, and a coherence that makes it resilient in all circumstances, which makes it unique, that of a company project that is always in motion.