Houssine Chekkar is known by many. A very nice and open-minded man with a history from HP. He is proud of his past as much as of his current job, founder, owner, and CEO of Masaka. Masaka represents DURST and KAMA in North Africa, with both brands having a huge opportunity. Houssine Chekkar explains to Editor Morten B. Reitoft that it always starts with trust – building relations, understanding the needs, delivering the product or service, and business is established. We met Chekkar during our visit to Casablanca, where we met one of his many customers – and, of course, got a chance to talk to him about the potential in this part of the world!