Headquartered in Agadir, BH Holding is a family-owned enterprise that manages the entire value chain—from cultivation to packaging and export.

Its produce, which includes citrus fruits, cherry tomatoes, and berries, is marketed under both proprietary premium brands and private labels, with shipments primarily bound for European and North American markets.

The company has steadily positioned itself as one of Morocco’s leading players in fresh produce exports.

The Bouhdoud family, which owns and operates the group, welcomed the new investment as a turning point in the company’s growth trajectory.

In a joint statement, Mamoune and Ali Bouhdoud said the partnership with Amethis will accelerate BH Holding’s expansion in line with Morocco’s national development ambitions, while also benefiting from the fund’s network of major international institutional investors.

For Amethis, which manages more than €800 million in assets across Africa, the move reflects a deliberate strategy to support companies in sectors critical to the continent’s growth.

Partner Wilfried Poyet emphasized the strategic importance of agriculture to Morocco and praised the Bouhdouds for their entrepreneurial vision.

Co-founder Luc Rigouzzo added that BH Holding exemplifies Amethis’s investment philosophy: an integrated, innovative business with deep local roots and clear social impact.

The transaction has already been filed with Morocco’s Competition Council, giving stakeholders until early May to comment on the deal.

While financial terms remain undisclosed, the partnership is expected to enhance BH Holding’s production capacity, improve logistics, and extend its international reach.

Morocco’s agricultural exports, particularly in fruits and vegetables, have become a central pillar of the country’s economy, supported by favorable climate conditions and government strategies to boost agribusiness.

With rising demand for fresh produce in Europe and North America, the investment is set to strengthen BH Holding’s role as a key supplier of Moroccan produce to global markets, while reinforcing Amethis’s footprint in one of the Kingdom’s most dynamic industries.