Lesieur Cristal

What Lesieur Cristal does

Lesieur Cristal is a Moroccan agro-industrial company founded in 1941 and publicly listed on the Casablanca Stock Exchange under the ticker LESI, with majority backing from the French agro-industrial group Avril and Moroccan shareholders. It operates across edible oils, margarines, condiments and personal/household care, serving both Moroccan retail consumers (B2C) through a nationwide distribution network and industrial customers (B2B) including fish canning, margarine, biscuit, charcuterie, animal feed and frying operations through direct bulk sales. The company holds approximately 60% of the Moroccan table oil market and exports to 30 countries across Africa, Europe, the Americas and Asia.

The core technology is agro-industrial: integrated olive cultivation (1,400 ha of olive plantations and 570 ha of organic production), oilseed crushing, vegetable oil refining and packaging, supported by a fully computerized traceability system compliant with Moroccan and European regulations. Its product portfolio spans 14+ brands — table oils (Lesieur, Huilor, Cristal, Oléor), olive oils (Al Horra, Mabrouka, Domaine de Kalea, Oléa Moresca), margarines (Magdor, Familia, Ledda), condiments (Lesieur mayonnaise, ketchup, moutarde) and personal/household care (Taous, El Kef, El Menjel) — backed by an extensive certification stack (ISO 9001, ISO 22000, ISO 14001, IFS, BRC, Global Gap, Halal/IMANOR, Kosher, Bio).

Revenue is generated predominantly through one-time packaged-goods sales in domestic retail and international export channels, complemented by transaction-based B2B bulk oil and oilseed cake sales priced against national and international commodity conditions. The legal structure is a Moroccan Société Anonyme with share capital of 276,315,100 MAD; wholly-owned subsidiaries include Insusalim, Olivco, Les Domaines Jawhara, OLEOSEN, Cristal Tunisie and Raffinerie Africaine. Headcount is not disclosed in the source material.

Name

Lesieur Cristal

Legal name

LESIEUR CRISTAL

Website

https://lesieur-cristal.com

Company type

Public

Founded year

1941

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lesieur Cristal is a Moroccan agro-industrial company founded in 1941 and listed on the Casablanca Stock Exchange, producing and distributing branded edible oils, margarines, condiments and personal/household care products to Moroccan retail consumers and B2B industrial customers, with exports to 30 countries.

Ownership category

akta.pro rank

Product category

Edible Oils and Fats

NAICS

Fats and Oils Refining and Blending (311225), Soybean and Other Oilseed Processing (311224)

SIC

Fats & Oils (2070)

akta.pro primary industry

Vegetable Oil Crushing & Refining (Soy, Canola/Rapeseed, Sunflower, Corn, Cottonseed) (AFAKAEAA)

akta.pro secondary industries

Industrial Frying Oils & Foodservice Oil Blends Manufacturing (AFAKAEAI), Commodity Edible Vegetable Oils (Refined/Bleached/Deodorized) (AFAJALAA), Edible Oils & Fats Trading/Wholesale (AFAIAKAC)

Keywords

• Edible vegetable oils
• Olive oil production
• Table margarine manufacturing
• Personal care soaps
• Agro-industrial processing

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Consumer Packaged Goods - Table Oils: Sale of branded vegetable oils (Lesieur 3G, Cristal, Huilor, Oléor) and olive oils (Al Horra, Mabrouka) to retail consumers through distribution networks across Morocco
2. Consumer Packaged Goods - Margarine: Sale of branded margarine products including Magdor, Familia, and Ledda to retail consumers
3. Consumer Packaged Goods - Condiments: Sale of condiments (mayonnaise, ketchup, mustard) launched in November 2013 under Lesieur brand
4. Consumer Packaged Goods - Personal Care and Household: Sale of body hygiene products (Taous soap, liquid soap, shower gel, shampoo) and household cleaning products (El Kef soap, liquid detergent, laundry powder)
5. B2B Industrial Oils and Ingredients: Supply of refined oils to industrial customers including fish canning, margarine, biscuit, charcuterie, provender, and frying industries; also supplies meal/cake for animal feed industry
6. International Export: Export of products to 30 countries across Africa, Europe, Americas, and Asia

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Lesieur Cristal manufactures, packages, and distributes branded edible oils (table oils, olive oils, and seed oils), margarines, condiments (mayonnaise, ketchup, mustard), and personal/household care products (bar soaps, liquid soaps, shower gels, shampoos, detergents) for retail consumers. The company also supplies refined oils and oilseed cakes to industrial customers in fish canning, margarine, biscuit, charcuterie, animal feed, and frying industries.

Product overview

Lesieur Cristal is a Moroccan agro-industrial company and leader in the edible oils, margarines, condiments, and household/personal care soap sectors. The company's product portfolio spans five main categories: (1) Table Oils including Lesieur 3G/Équilibre, Lesieur Friture, Huilor, Cristal, Oléor, and Oléa for cooking and food preparation; (2) Olive Oils including Al Horra, Mabrouka, Domaine de Kalea, and Oléa Moresca for cooking and dressing; (3) Margarines including Magdor, Familia, and Ledda for table use and professional pastry; (4) Condiments including Lesieur Ketchup, Mayonnaise, and Moutarde launched in 2013; and (5) Personal/Household Care including the Taous brand (bar soaps, liquid soaps, shower gels, shampoos, hand sanitizer) and household cleaning products (El Kef and El Menjel soaps, detergents). The company also serves B2B industrial customers with bulk oils and oilseed cakes for animal feed. With nearly 80 years of history and support from Groupe Avril, Lesieur Cristal holds approximately 60% of the Moroccan table oil market and maintains export operations across 30 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Lesieur: Flagship brand for table oils and condiments (mayonnaise, ketchup, mustard)
• Cristal
• Huilor
• Al Horra
• Mabrouka
• Magdor
• Familia
• Ledda
• Taous
• El Kef
• El Menjel
• Oléor
• Domaine de Kalea
• Oléa Moresca

Products and services

• Lesieur 3G / Lesieur Équilibre Vegetable cooking oil blended from sunflower, rapeseed, and soybean seeds, for cooking, frying, and seasoning. Marketed to Moroccan retail consumers.
• Lesieur Friture Specialized frying oil formulation designed for superior frying performance with extra crispiness and golden color. For Moroccan retail consumers.
• Huilor 100% Tournesol Pure sunflower oil, natural source of vitamin E and Omega 6, with 0% cholesterol. For Moroccan retail consumers.
• Huilor Duo First oil combining sunflower and rapeseed, offering taste balance and nutritional benefits. For Moroccan retail consumers.
• Cristal Table oil naturally rich in Omega 3, fortified with vitamins A and D3, and 0% cholesterol. For Moroccan retail consumers.
• Cristal Eco Pro First oil dedicated to professional cooking segment (CHR and snacks), with superior quality formula resistant to frying. For food service professionals.
• Oléor Quality oil combining pleasure and health, naturally rich in Omega 3 and essential fatty acids. For Moroccan retail consumers.
• Al Horra Virgin olive oil, 100% Moroccan, produced respecting Moroccan traditions with regular fruity taste. For Moroccan retail consumers.
• Al Horra Extra Vierge Extra virgin olive oil of superior category, cold-pressed with flavorful fruits, suitable for all seasonings. For Moroccan retail consumers.
• Mabrouka Olive oil with Mediterranean character, virgin and 100% natural, suitable for all hot or cold dishes. For Moroccan retail consumers.
• Domaine de Kalea Premium olive oil brand that won Gold Medal 2017 'Best World's Olive Oil' at NYIOOC and awards at AIPO and Olivalies competitions. For premium retail and export markets.
• Oléa Moresca High-quality extra virgin olive oil brand recognized at Olivalies Cannes 2017 and 2019. For retail and export markets.
• Magdor First table margarine in Morocco, made from selected refined vegetable oils, cholesterol-free, rich in vitamins A, D and E. For Moroccan retail consumers.
• Familia Light margarine made exclusively from selected vegetable oils, 100% plant-based, rich in vitamins A, D and E, with 25% less fat than regular margarine. For Moroccan retail consumers.
• Ledda Pastry margarine leader in Morocco for over 20 years, offering professional pastry products including puff pastry, spreading, and glazing varieties. For retail and pastry professionals.
• Lesieur Ketchup Tomato ketchup made from carefully selected tomatoes, without colorants or preservatives. For Moroccan retail consumers.
• Lesieur Mayonnaise
• Lesieur Moutarde
• Taous Bar Soaps Range of bar soaps including Lavender, Authentic, Milk Care, and Antibacterial Chamomile variants with natural formulations. For Moroccan retail consumers.
• Taous Liquid Soap Liquid soap range including Antibacterial, Fresh Lemon, Sweet Almond Milk, and Almond Oil & Rose variants. For Moroccan retail consumers.
• Taous Shower Gel Shower gel range with variants including Almond Oil & Rose, Sweet Almond Milk, Argan Oil & Orange Blossom, and Honey & Lemon. For Moroccan retail consumers.
• Taous Shampoo Shampoo line with wheat protein and natural extracts, including Fortifying, Softening, Anti-dandruff, and Purifying variants. For Moroccan retail consumers.
• Taous Hydroalcoholic Hand Gel Hydroalcoholic hand gel with 70% alcohol and natural calendula and burdock extracts for hand sanitization. For Moroccan retail consumers.
• El Kef Household Soap Natural household soap launched in 1956, an iconic Moroccan product used for multiple household cleaning purposes. For Moroccan retail consumers.
• El Kef Multi-Purpose Paste Soap
• El Kef Powder Detergent Powder detergent for manual or semi-automatic machine use with superior formula to remove tough stains while preserving colors. For Moroccan retail consumers.
• El Kef Liquid Detergent Liquid detergent for automatic washing machines, equally effective against stains without degrading colors. For Moroccan retail consumers.
• El Menjel Natural Household Soap Natural household soap effective against stains and preserves colors, suitable for all types of laundry. For Moroccan retail consumers.
• B2B Industrial Oils Refined oils supplied in bulk to industrial sectors including fish canning, margarine, biscuit, charcuterie, animal feed, and frying industries. Delivered in food tankers of 12-25 tons or 200kg drums. For B2B industrial customers.
• B2B Oilseed Cakes (Tourteaux) Oilseed cakes from crushing process supplied to the animal feed industry. For B2B industrial customers.

Quantifiable outcome

• 6 products recognized as 'Elu Produit de l'Année' for 6 consecutive years
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• FOLEA (Fédération Interprofessionnelle des Oléagineux du Maroc)coreStrategic or Co-development PartnerFOLEA is the interprofessional federation of oilseeds in Morocco. Lesieur Cristal is actively involved in FOLEA's activities, including farmer outreach programs such as the sunflower cultivation sensitization event for farmers in El Gara region. FOLEA plays a key role in sector development and policy.
• Injaz Al MaghribminorStrategic or Co-development PartnerPartnership to support youth entrepreneurship through the 'Company Program' incubator. Lesieur Cristal employees volunteer as mentors to stimulate entrepreneurial spirit among young people in schools.
• Association JoodminorOthersLesieur Cristal partners with Association Jood using its Taous brand to support the '#JoodDIGNE' project, providing hygiene products and hope of reintegration for homeless people in Morocco.
• Insaf AssociationminorOthersLong-standing support for Insaf, an organization working for education and human development, particularly serving women, children, and families.
• SOS Village d'Enfants MarocminorOthersOngoing support for SOS Village d'Enfants Maroc, an organization serving orphaned children and families.
• Banque Alimentaire du MarocminorOthersSupport for the food bank's mission to fight food waste and hunger in Morocco.
• BaytiminorOthersSupport for Bayti, an organization working with street children and youth in difficulty.
• Espoir MarocminorOthersPartnership with Espoir Maroc for the 'Handicap Emploi Maroc' forum, promoting inclusion and professional integration of people with disabilities.
• ISCAE (Institut Supérieur de Commerce et d'Administration des Entreprises)minorOthersPartnership agreement offering management training programs for Lesieur Cristal cadres at the ISCAE business school.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Yihai Kerry (Arawana): Chinese edible oils and food ingredients major (金龙鱼/Arawana). Comparable in scale-driven edible oils processing, multi-category branded food strategy, and integrated agricultural supply.
• Bunge: Global agribusiness with leading oilseed processing, refined vegetable oils, and oilseed meal operations. Overlaps with Lesieur Cristal's B2B refined oils, oilseed crushing, and animal feed cake activities.
• Wilmar International: Asia's largest agribusiness with palm and edible oil refining and branded consumer oils. Comparable scale advantage in edible oils processing and B2B/B2C channel mix.
• Cargill: Global agribusiness giant with large oilseed crushing, refining, and B2B oils trading operations serving food manufacturers. Comparable B2B industrial oil and oilseed meal business at far larger scale.

Direct peers

• Groupe Avril (Saipol): Parent group of Lesieur Cristal and owner of Saipol, France's leading oilseed crusher and refiner. Sister-company comparison for oilseed crushing, refining, and Avril's WE CARE platform.
• Deoleo: Spanish-headquartered global olive oil company (Bertolli, Carapelli, Carbonell brands) with worldwide distribution. Directly comparable to Lesieur Cristal's olive oil refining, bottling, and international branded olive oil business.
• Sovena Group: Portuguese olive oil and edible oils group (Oliveira da Serra, Andorinha) with crushing, refining, and bottling operations across Iberia, Brazil, and Africa. Directly comparable vertically integrated olive oil model.
• Borges International Group: Spanish olive oil and edible oil producer with broad retail brand portfolio across Europe, MENA, and the Americas. Comparable in olive oil sourcing, refining, branded marketing, and export footprint.

Emerging players

• Adani Wilmar: Joint venture between Adani Group and Wilmar; one of India's largest branded edible oil players (Fortune, Arawana brand equivalents). Comparable branded edible oil portfolio and food category extension strategy.

Regional players

• Aicha Group: Major Moroccan food company with branded edible oils, couscous, and food products competing directly with Lesieur Cristal in Moroccan retail shelves and household staples.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/TaousMaroc
• Facebookfacebook.com/Lesieur.ma
• Instagraminstagram.com/lesieurofficielmaroc

Compliance14 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lesieur Cristal