IN THE HEIGHTS OF THE RIF, A PROMISE OF A RISING MOROCCO: The bold bet of a young engineer reconnecting roots, innovation and sustainable development
At just 26 years old, H. Yassir embodies a Morocco that dares, that returns to its roots, and that builds. From the northern mountains, this brilliant and determined young engineer is boldly launching a new dynamic of development, directly aligned with the High Royal Guidelines.
Born in France and raised between two cultures, H. Yassir chose to return to the essentials: his Rifian roots, long marginalized. A graduate of a top engineering school, specialized in supply chain, logistics and industrial procurement, he could have taken the comfortable path of an international career. Instead, he chose the field. His field. The Rif, a land he knows intimately.
His ambition? To bring his expertise to a region that deserves more than a condescending glance or a stereotypical narrative. For him, the Rif is neither a troubled zone nor a mere subject of social policy. It is a promise. A reservoir of talent, knowledge and energy waiting to be channeled into sustainable, dignified and structured development.
A strong alliance serving Morocco:
Alongside V. Étienne, a European entrepreneur who has been rooted in Morocco for more than 20 years, H. Yassir has launched ICSHO and VERYM, two companies paving the way for a circular economy based on the legal and ethical valorization of hemp for medicinal, cosmetic and industrial use. Their shared vision? Turning challenges into opportunities. Making territorial inclusion a concrete reality, not just a slogan.
At the heart of their project lies a conviction: change will not come from institutions alone, but also from youth. A youth capable of speaking business, ecology, dignity and territory in the same sentence. A youth that is educated, responsible and deeply attached to its land.
A development model bringing the future into the present:
The project he leads today goes beyond job creation or attracting attention at international fairs, such as the Agriculture Expo in Germany where ICSHO and VERYM recently showcased. It also restores pride to the people of the North by offering them real prospects for growth within a legal, ethical and empowering framework.
“This is not just about the economy, but a duty of social and territorial reconstruction,” says H. Yassir. A simple sentence, yet one that sums up the essence of his commitment.
A message for an entire generation:
In the partnership he has forged with V. Étienne, intergenerational collaboration becomes a strength, and the connection between the diaspora and homeland becomes a promise. Together, they prove that Morocco can move forward with its youth, its resources, and its loyal allies. Their journey is a direct response to the High Royal Guidelines in favor of fair territorial development.
Supported by institutions such as ANRAC and its director Mr. Mohamed Boussalal, this project shows that when skills meet political will and sincere love for the country, anything becomes possible.
The Rif, as the starting point of a daring Morocco:
The inspiring commitment of H. Yassir is not an isolated case but an example to follow. It inspires. It reassures. It proves that love for one’s country can take root in complexity and give rise to visionary initiatives.
And what if tomorrow, Morocco’s true luxury was its youth returning to build where it all began?
Editorial team/le7tv (communiqué)
