Spotlight
Diana Holding
Information last updated on 16 May 2024
About the Founder and Founding Story
Brahim Zniber was born in 1921 in the city of Salé, in northwestern Morocco,[8] the youngest among six boys and four girls.[9] His father, Taher Zniber, was a prominent merchant in grains and wool, and he had strong political ties as well, especially in the Moroccan Koutla alliance.[10] As a young boy, Brahim worked alongside his father in the wool and grains business, becoming acquainted with the practice of trade in a Sidi Kacem market.[11] He also had an early passion for agriculture and land cultivation.[12]
After Morocco gained independence in 1956, some of the state-owned and recaptured collective land was returned to Moroccan farmers. Most of this land was in irrigated areas and consisted of relatively large plots.[13] In the same year, Brahim acquired agricultural land in Meknes that was previously owned by a French colonel who bred horses. He secured financing from the Moroccan Credit Company, leveraging his father’s connections and the backing of post-independence leaders.[14] This acquisition marked the inception of his agro-industrial business, at the foot of the Middle Atlas mountains, in Aït Harzallah.[15] Around the same time, Brahim began his career as a trade unionist. In 1958, he co-founded the Moroccan Union of Agriculture.[16]
Brahim was married to Touria Tazi, and together they had five children before getting a divorce. In 1979, he married Rita Maria Zniber.[17]
Growth Phase
In the 1960s, Brahim ventured into winemaking, marking the inception of his flagship endeavor. He expanded his grape production in 1963 and established Samavin in 1965, specializing in wine production. The company later became known as Les Celliers de Meknès.[18]
During the 1970s, Brahim acquired thousands of hectares of state-owned lands to expand his farming operations. His plantations, which included crops such as apricot, pistachio, almond, pear, and apple trees, were increasingly successful.[19] In 1975, he diversified his activities by purchasing a poultry company.[20]
Over the following decade, the business enjoyed continuous growth. In 1986, Diana Holding was established, which was named after Rita’s daughter.[21] The company serves as the overarching holding company for all of Brahim’s business operations and subsidiaries in the agro-industrial and wine sectors.[22] Two years later, in 1988, Rita joined Diana Holding.[23]
During the 1990s, King Hassan II of Morocco invited French experts and investors to boost the country’s wine industry. During the same period, he allocated 1,100 hectares to Brahim Zniber, whose Les Celliers de Meknès merged as the country’s dominant force in wine production, capturing 65% of the domestic market.[24]
In the following decades, the business witnessed changes in leadership and the broadening of operations. In 2006, Leyth Zniber, the founder’s son, returned to Morocco from Beijing after graduating from the NYU Stern School of Business and joined Diana Holding.[25] In 2007, a subsidiary, Maassera Brahim Zniber, was established, headquartered in El Hajeb, Morocco, specializing in canned specialty food manufacturing.[26] In 2014, Rita assumed leadership of the holding company as CEO and chairman.[27] Two years later, Brahim passed away.[28] Zniber Distribution et Services was established in 2019 as a pharmaceutical wholesaler, headquartered in Laayoune, Morocco. Another subsidiary, Zniber Market, was established in 2021 as a general grocery wholesaler, headquartered in Fnideq, Morocco.[29]
Today
Today, Rita Maria Zniber heads Diana Holding as its president and CEO.[30] The conglomerate, with headquarters in Rabat, encompasses 30 subsidiaries and eight business units, boasting over 7,200 employees.[31] Operating primarily in Morocco, its diverse ventures include agriculture, poultry farming, food and beverages, plastics, distribution, and retail, alongside international activities.[32] In addition, several members of the second generation of the Zniber family serve on the board of directors.[33]
Notes
Photo Credit: Founder Brahim Zniber with his family in Morocco. Image Credit: Zniber Family. Image Source: Zniber Family on Instagram.
[1] “Diana Holding.” Diana Holding: ACCUEIL, https://dianaholding.ma/. Accessed 16 May 2024.
[2] “Legacy.” Diana Holding, https://dianaholding.ma/en/the-company/legacy/. Accessed 16 May 2024.
[3] Mughal, Waqar, and Brahim Zniber. “Diana Holding – Top 100 Arab Family Businesses 2023- Forbes Lists.” Forbes Middle East, 1 August 2023, https://www.forbesmiddleeast.com/lists/top-100-arab-family-businesses-2023/diana-holding/. Accessed 16 May 2024.
[4] “Le milliardaire Brahim Zniber s’est éteint.” TelQuel, 30 September 2016, https://telquel.ma/2016/09/30/brahim-zniber-nest_1516709. Accessed 16 May 2024.
[5] LSEG: Financial Markets Infrastructure and Data, https://www.lseg.com/. Accessed 16 May 2024.
[6] “Business Segments.” Diana Holding, https://dianaholding.ma/en/the-company/business-segments/. Accessed 16 May 2024.
[7] Waqar, Muhammad. “ديانا القابضة – Forbes Lists.” Forbes Middle East, 1 August 2023, https://www.forbesmiddleeast.com/ar/lists/top-100-arab-family-businesses-2023/diana-holding/. Accessed 16 May 2024.
[8] “PATRIMOINE.” Diana Holding, https://dianaholding.ma/groupe/patrimoine-2/. Accessed 16 May 2024.
“Moroccan Multi-Millionaire Brahim Zniber Dies at 96.” Forbes, https://www.forbes.com/sites/mfonobongnsehe/2016/10/01/moroccan-multi-millionaire-brahim-zniber-dies-at-96/?sh=184773bb465f. Accessed 16 May 2024.
[9] Le milliardaire Brahim Zniber s’est éteint.” TelQuel.
[10] Ibid.
[11] “وفاة ابراهيم زنيبر.. مستشار الحسن الثاني.. وملك النبيذ بالمغرب.” Alaoual, https://alaoual.com/politique/37391.html. Accessed 16 May 2024.
[12] “حكاية الراحل زنيبر ملك “ديانا هولدينغ” مــن الصفــر إلــى أكثــر مــن 8000 هكتــار.” Alayam24, https://m.alayam24.com/articles-141582.html. Accessed 16 May 2024.
[13] Griffin, Keith B. “Income Inequality and Land Redistribution in Morocco.” JSTOR, vol. 3, p. 332.
[14] “Le milliardaire Brahim Zniber s’est éteint.” TelQuel.
[15] “PATRIMOINE.” Diana Holding.
[16] “Le milliardaire Brahim Zniber s’est éteint.” TelQuel.
[17] “Une femme de biens contestée par les siens.” Le Canard Libéré, 14 January 2021, https://www.lecanardlibere.com/caneton-fouineur/une-femme-de-biens-contestee-par-les-siens. Accessed 16 May 2024.
[18] “إبراهيم زنيبر.. قصة تقني فلاحي انتهى امبراطورا ماليا.” Febrayer, https://febrayer.com/383551.html. Accessed 16 May 2024.
[19] “Le milliardaire Brahim Zniber s’est éteint.” TelQuel.
[20] “Maroc : décès du millionnaire Brahim Zniber, « premier vigneron » du pays.” Jeune Afrique, 30 September 2016, https://www.jeuneafrique.com/361630/economie-entreprises/maroc-deces-millionnaire-brahim-zniber-premier-vigneron-pays/. Accessed 16 May 2024.
[21] “Exclusive: How Diana Holding CEO, Rita Maria Zniber, Is Tackling Climate Change Through Sustainable Agriculture.” Gulfood, 4 August 2023, https://www.gulfood.com/insights/exclusive-diana-holding-ceo-rita-maria-zniber-tackling-climate-change-through-sustainable-agriculture. Accessed 16 May 2024.
“Maroc : décès du millionnaire Brahim Zniber, « premier vigneron » du pays.” Jeune Afrique.
[22] Ibid.
[23] Mughal, Waqar. “Rita Maria Zniber – Top 100 Most Powerful Businesswomen 2023 – Forbes Lists.” Forbes Middle East, 9 February 2023, https://www.forbesmiddleeast.com/lists/top-100-most-powerful-businesswomen-2023/rita-maria-zniber/. Accessed 16 May 2024.
[24] Lindsey, Ursula. “Morocco’s Atlas Mountains seek place on winemaking map.” Financial Times, 22 March 2016, https://www.ft.com/content/0daacbf4-cb48-11e5-a8ef-ea66e967dd44. Accessed 16 May 2024.
JOY, RUPERT. “Moroccan wine and muslims.” Decanter, 6 June 2008, https://www.decanter.com/features/moroccan-wine-and-muslims-247135/. Accessed 16 May 2024.
[25] “Leyth Zniber.” MIT Global Startup Workshop, https://gsw.mit.edu/2014/speaker-lineup/leyth-zniber/index.html. Accessed 16 May 2024.
Novak, Ben. “Diana Holding Morocco: Socially Responsible Group.” MarcoPolis, 28 March 2011, https://marcopolis.net/diana-holding-morocco-socially-responsible-group.htm. Accessed 16 May 2024.
[26] LSEG: Financial Markets Infrastructure and Data.
[27] “Exclusive: How Diana Holding CEO, Rita Maria Zniber, Is Tackling Climate Change Through Sustainable Agriculture.” Gulfood.
[28] “Moroccan Multi-Millionaire Brahim Zniber Dies at 96.” Forbes.
[29] SEG: Financial Markets Infrastructure and Data.
[30] “Governance.” Diana Holding, https://dianaholding.ma/en/the-company/elementor-2263/. Accessed 16 May 2024.
[31] LSEG: Financial Markets Infrastructure and Data.
“Business Segments.” Diana Holding.
Waqar, Muhammad. “ديانا القابضة – Forbes Lists.” Forbes Middle East.
[32] Diana Holding, https://dianaholding.ma/. Accessed 16 May 2024.
[33] “Governance.” Diana Holding.
To cite this article please use:
“Diana Holding” Family Business Histories Research Project, New York University Abu Dhabi and Tharawat Family Business Forum, 10 Sep. 2024, familybusinesshistories.org/spotlights/Diana-Holding