AMA HOLDING

What AMA HOLDING does

AMA HOLDING is a privately held Moroccan meat industry group founded in 1950 by M. Abdelfettah AMMAR in the Doukkala agricultural region, operating an integrated value chain from cattle fattening through slaughter, processing, distribution, and home delivery. The group is organized around six wholly-owned subsidiaries: Engraissement Doukkala (livestock fattening and breeding), E-Viande Abattage (ONSSA-certified private slaughterhouse, one of the first in Morocco), Viande Distribution (cutting and transformation platform established 2015), Eat Meat (retail brand), E-Logistics (refrigerated transport fleet for cold-chain delivery), and NatureActive (composting and organic waste valorization).

The commercial product portfolio spans fresh beef (premium cuts such as filet, tomahawk, T-bone, rib-eye, plus a full organ-meat range), lamb (gigot, épaule, carré, tagine cuts, organ meats), processed and frozen items (merguez, burgers, meatballs, shish kebab, chicken nuggets, cordon bleu), traditional Moroccan preserved meats (Khlii, L'Guedid), and a 2024-launched premium charcuterie line under the HLAL brand, with a secondary frozen range sold under VIAMAR. Pricing is unit-based in Moroccan Dirham, with packs ranging from 213 DH (Pack Pause Gourmande) to 577 DH (Pack Noble), and free delivery for orders above 500 MAD in Casablanca and 1,000 MAD elsewhere.

The business model is direct-to-consumer via the proprietary boucherie en ligne e-commerce site (ama-holding.ma), supported by WhatsApp customer service, newsletter communication, and earned media through trade-mission coverage. The group serves Moroccan households (primary segment) and HoReCa customers (restaurants, hotels, caterers) as a secondary segment, with payment accepted on cash-on-delivery or instant bank transfer. Sales are restricted to Morocco, with 24-48 hour delivery to Casablanca, Rabat, and El Jadida and weekly logistics planning to other regions; the group has begun exploring export markets in 2024 through the USMEF Ghana trade mission.

Name

AMA HOLDING

Legal name

AMA HOLDING S.A.R.L

Website

https://ama-holding.ma

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1–10 employees

Short description

AMA HOLDING is a Moroccan integrated meat industry group operating the full value chain from cattle fattening to slaughtering, processing, cold-chain logistics, and home delivery through six subsidiaries, serving Moroccan consumers and food-service businesses via a direct-to-consumer e-commerce platform with nationwide delivery.

Ownership category

akta.pro rank

Product category

Meat Production and Distribution

NAICS

Animal Slaughtering and Processing (3116), Animal (except Poultry) Slaughtering (311611), Meat Retailers (44524), Meat Retailers (445240)

SIC

Meat Packing Plants (2011), Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Further Processing (Cooked, Smoked, Cured & Deli Meats) (AFAKALAD)

akta.pro secondary industries

Ground & Formed Meat Products Manufacturing (Burgers, Sausages, Meatballs) (AFAKALAE), Halal & Kosher Meat Wholesale (AFAIADAH)

Keywords

• Fresh meat products
• Meat processing services
• Halal meat distribution
• Cold chain logistics
• Online butcher shop

Headquarters

HQ city

Sidi Smail

HQ country

Morocco

HQ region

Africa

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh and Frozen Meat Products: Direct sales of fresh beef, lamb, and processed meat products through their e-commerce platform and physical distribution. Products include cuts, processed meats, charcuterie, and frozen items sold by unit weight in Moroccan Dirham (MAD).
2. Processed Meat and Charcuterie: Value-added processed meat products including traditional Moroccan products (Khlii, L'Guedid), sausages, merguez, burgers, and premium charcuterie under the HLAL brand.
3. Compost and Organic Waste Management: NatureActive subsidiary generates revenue from composting and organic waste valorization services

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

AMA HOLDING is a Moroccan integrated meat industry group operating across the entire value chain from cattle fattening and slaughtering to cutting, processing, and distribution. The company sells fresh, frozen, processed, and charcuterie meat products (beef, lamb, poultry) through its direct-to-consumer online butcher shop (boucherie en ligne) with home delivery across Morocco, alongside a compost/composting line via its NatureActive subsidiary.

Product overview

AMA HOLDING is a Moroccan meat industry leader operating an integrated industrial complex with 6 subsidiaries covering the entire meat value chain from livestock fattening and slaughtering (Engraissement Doukkala, E-Viande Abattage) through processing and distribution (Viande Distribution, Eat Meat) to logistics (E-Logistics), plus an environmental subsidiary (NatureActive). The company offers a comprehensive portfolio of beef products (viandes bovines), sheep meat products (viandes ovines), processed meat products (viande transformée), and charcuterie, sold through an online butcher shop (La Boucherie en ligne) with home delivery in Morocco. Product lines include premium cuts (tournedos, tomahawk, T-bone steak, rib-eye, filet), organ meats, frozen products (shish kebab, burgers, meatballs, merguez), traditional preserved meats (Khlii, L'Guedid), and a new premium charcuterie brand HLAL. The company also offers curated meat packs for different occasions and cooking styles.

Differentiator

Problem solved

Functional benefit

Brands

• HLAL: Premium charcuterie brand announced in December 2024.
• VIAMAR
• HLAL Charcuterie

Products and services

• Fresh Beef Products (Viandes bovines)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• USMEF (United States Meat Export Federation)coreStrategic or Co-development PartnerAMA HOLDING participated in the first USMEF commercial mission to Ghana, exploring new halal meat market opportunities in Africa. This partnership supports expansion of Moroccan halal meat exports to African markets.
• ONSSA (Office National de Sécurité Sanitaire des Produits Alimentaires)coreOthersRegulatory certification body that approved AMA HOLDING's E-Viande slaughterhouse as one of the first private slaughterhouses in Morocco to receive ONSSA certification for food safety standards.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• WH Group (Smithfield Foods): China-headquartered global pork and meat company with integrated processing, branded packaged meats (Smithfield, Armour), and US/EU operations. Comparable to AMA HOLDING in owning slaughtering, processing, and branded packaged meat retail, though at significantly larger scale.
• JBS S.A. World's largest meat processor operating beef, lamb, and poultry processing globally (Seara, Pilgrim's Pride brands). Comparable to AMA HOLDING in integrated slaughtering-to-distribution operations, though at vastly larger scale and broader geographic reach.
• Maple Leaf Foods: Canada-based vertically integrated meat and protein company with slaughtering, further processing, and branded packaged meats. Comparable to AMA HOLDING in the integration of livestock, processing, and branded packaged/charcuterie products through owned retail channels.
• BRF S.A. Brazil-headquartered global halal meat and processed foods company (Sadia, Perdigão brands) with integrated poultry, beef, and value-added processing. Comparable to AMA HOLDING as a much larger integrated halal meat exporter with branded processed product portfolios.
• Tyson Foods: US-based integrated protein producer with slaughtering, processing, and branded retail meat operations. Comparable to AMA HOLDING in vertically integrated beef/poultry value chain and branded processed meat offering, though serving a fundamentally different end market.
• Danish Crown: Denmark-based farmer-owned meat cooperative with slaughtering, processing, and branded retail across Europe and Asia (Tulip, Danish Crown brands). Comparable to AMA HOLDING as a producer-owned integrated meat platform, though focused primarily on pork rather than beef/lamb.
• Charoen Pokphand Foods (CPF): Thailand-based global integrated halal food and meat producer with feed, farming, processing, and branded retail operations across Asia, Europe, and Africa. Comparable to AMA HOLDING in halal-certified integrated meat value chain, including export reach into African markets.

Regional players

• Tanmiah Food Company: Saudi Arabia-based integrated halal poultry and meat producer with breeding, processing, and distribution operations. Comparable to AMA HOLDING as a vertically integrated halal protein platform serving a regional Middle East/North Africa customer base with branded retail products.
• Al Kabeer Group: UAE-headquartered integrated halal meat producer operating slaughtering, processing, and frozen distribution across the Middle East, Africa, and Asia. Comparable to AMA HOLDING in its halal-certified end-to-end meat production model targeting ethnic and diaspora markets.
• Al Islami Foods: Middle East halal processed meat and charcuterie brand with manufacturing and distribution across the GCC. Comparable to AMA HOLDING's HLAL charcuterie and processed meat range, particularly in halal-compliant cured, smoked, and frozen product positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/groupe-ama-holding

Compliance2 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 AMA HOLDING