Rbei Sofia, Founder and CEO, Afripick

“When conviction becomes infrastructure, there are some entrepreneurs who chase opportunity. And there are some other entrepreneurs who also feel responsible for it.”

Rbei Sofia never looked at a box of fresh, juicy raspberries and saw only a red, pulpy fruit. She saw effort and sun-baked farmers betting entire seasons on weather and timing. Rbei Sofia saw Morocco—her home country—exporting products in volume, but not always exporting value. And somewhere between the chaos of closing deals and dispatching goods, a question began to nibble at her: “What if Moroccan berries didn’t just reach the world, but represented it differently instead?” That question wasn’t just some pipe dream, but the impetus for launching Afripick. 

Sofia’s journey did not begin in 2021 when she officially founded the company; it took root years ago, after graduating from an International business school with a Master’s degree in Logistics Management. In 2014, she entered the berry industry and quickly moved up the ranks into leadership roles in sales and marketing at one of Morocco’s largest producers. There, she learned how international trade really works—both on paper and in reality. 

Europe demanded precision, Russia demanded compliance, and Asia demanded consistency. And what about the growers who toiled long and hard out in the fields for weeks and months together? They demanded fairness, clarity, and someone who would speak for them without compromising them in any way. Over time, Sofia realized something quite momentous: Morocco’s soil is like nature’s chosen garden, with the perfect climate and the expertise needed to grow precious fruits and vegetables. But Morocco needed stronger positioning, tighter structure, and deeper transparency. So, she built it.

Founding Afripick: From Trader to Bridge-Builder

In 2021, Sofia founded Afripick in Tangier—not as another export company, but as a trading house designed to respectfully and reliably enhance Moroccan berries and avocados. She strategically positioned Afripick as a mediator, directly connecting local producers to markets across Europe, the United Kingdom, Russia, and Asia.

However, the early days were a real baptism by fire. Sofia had to learn to earn the trust of producers who had seen many exporters come and go in their business line. She had to navigate complex international regulations and compete with established players who moved faster simply because they were larger. But instead of scaling hastily, she anchored Afripick on credibility. She sat amongst growers to review production calendars and varietal strategies, and shared real market data and everything that comes with it—pricing trends, customer expectations, and performance insights. Additionally, Sofia insisted on holding international certifications like Global GAP, SMETA, GRASP, SPRING, LEAF, and BRC—as guarantees for transparency, quality, and trust for the brand’s partners and customers worldwide. “Transparency is not optional in export; it is the currency of long-term partnership,” Sofia believes. 

In 2022, she validated that philosophy by launching Afripick Spain in Algeciras. This strategic move allowed her to control logistics within the European Union, reduce friction at the borders, and preserve quality from farm to table. “This was about deepening our impact, and not about widening our footprint,” she states.

Designing a Supply Chain Rooted in Trust

What truly sets Afripick apart from its competitors today is not how much it exports, but rather its proximity and trust with neighbouring partners. Sofia leads a 100% Moroccan company rooted in the same realities as the producers it serves. She speaks their language, understands their culture and limitations, and includes them in strategic discussions; she shares performance metrics openly and explains market fluctuations honestly. 

And the growers warmly welcome her inclusion, feeling respected and heard. Sofia sees these producers not as mere suppliers for her company, but as long-term allies whose success directly strengthens Morocco’s international reputation.  

Leadership Where Empathy Meets Execution

As a woman leading in the agri-export sector, Sofia does not try to copy traditional leadership models. She defines her style as collaborative and deeply committed to integrity, yet demanding at the same time. Open conversations matter to her, and she encourages growth without ever negotiating around quality, execution, and fairness.

In a market where even a single delayed shipment can cripple trust, discipline takes the front row. This perspective drives Sofia to promote increased visibility for women across the agricultural value chain, showing that empathy and ambition need not contradict each other.

From Moroccan Fields to Global Respect

Rbei Sofia’s long-term vision positions Afripick as a reference partner for Moroccan berries internationally—known not only for its product quality but also for its professionalism and reliability. As the company’s Chief Executive Officer, she plans to expand into new markets, deepen the supply chain integration, and support varietal development that responds to climate challenges. She believes innovation in heat-resistant and disease-resistant varieties will determine Morocco’s competitiveness in the coming years. 

When asked what motivates her the most, Sofia speaks about producers gaining confidence in their fruit. She speaks about teams developing professionally, and about Moroccan berries finally earning respect in challenging international markets. To aspiring entrepreneurs—young talent and especially women—she offers practical advice: “Start with a strong belief, even before you feel perfectly ready. Solve problems and surround yourself with complementary skills; adapt, improve, and stay aligned with your values when the pressures get to you.”

Afripick remains a fairly young company, yet it stands on disciplined relationships and deliberate choices in 2026. Rbei Sofia did not set out to simply export berries; she set out to export trust. And in today’s highly competitive global trade landscape, the precious berries may just be Morocco’s most valuable crop of all.