Hassan Sentissi El Idrissi, President, Moroccan Exporters Association (ASMEX)

ASMEX tries to provide high added-value support for exporters through a wide range of services and initiatives.

Since its establishment in 1982 in Morocco, ASMEX has become the key point for exports, a reference for exporters, and valuable tool for companies seeking to export. How would you describe the evolution of the institution over these years?

Since its creation, ASMEX has devoted itself tirelessly to boosting Moroccan exports to the most important and, more particularly, the most dynamic global markets. For this, ASMEX has identified itself as a privileged partner of the public sectors, namely the entire ecosystem concerned with exports, in this case the Ministry of Industry, Trade, Investment, and the Digital Economy, the Moroccan Investment and Export Development Agency (AMDIE), and all other organizations. ASMEX brings together all the exporting companies of different sectors and sizes spread over the whole of Morocco, including the 500 most important companies. These benefit from input and support from thematic commissions and ad-hoc committees chaired by experienced manufacturers. In addition, ASMEX has continued to innovate in terms of promoting Moroccan exports through the creation of committees dedicated to specific niches such as halal, organic, and others while creating and defending the “Made in Morocco” label.

ASMEX offers a wide portfolio of services such as information, advice, logistics, promotion, and so on. What are the most demanded services currently?

ASMEX tries through a wide range of services to provide high added-value support for exporters. The most highly requested services are much more focused on support relating to the identification of new markets and linking with import platforms. In this regard, ASMEX has signed various partnerships benefiting all of its members with the aim of increasing exports.

How did COVID-19 impact exports and ASMEX’s operations, and what key strategies have you followed to mitigate this impact and to support your members?

The pandemic has severely impacted international trade, and Morocco was not immune. All sectors have been impacted to varying degrees. Notwithstanding, ASMEX has continued to support all sectors by massively resorting to digitalization through an adapted action plan including: webinars on doing business with several countries and on all topics related to export competitiveness; B2B meetings with international purchasing centers; training on digitalization and e-commerce, and other similar initiatives.

What are your key goals and priorities for 2021?

2021 will be a year of economic challenges and rebound for us. Among these challenges, we should mention the implementation of the recommendations of the study on the exportable supply carried out in partnership with the Minister of Industry, Investment, Trade, and the Digital Economy, and AMDIE; support for exporters to take advantage of the new African Free Trade Area (AfCFTA) that will soon come into force; strengthening of digitalization processes; the identification of new exporters and new export niches, particularly in the regions; strengthening the promotion and support of the halal and organic niches; and many more.

“ASMEX brings together all the exporting companies of different

sectors and sizes spread over the whole of Morocco, including the 500 most important companies.”