MOROCCO – Smurfit Westrock, a global leader in sustainable packaging solutions, has unveiled its state-of-the-art Experience Centre in Rabat.
As the first of its kind in Africa, the center joins a global network of 30 similar facilities, underscoring Smurfit Westrock’s commitment to innovation and sustainability.
Equipped with advanced design tools powered by big data, predictive analytics, artificial intelligence, and virtual reality, the Experience Centre aims to provide a collaborative platform for companies to develop cutting-edge, sustainable packaging solutions.
Speaking at the inauguration, Morocco’s Minister of Industry and Trade, Ryad Mezzour, praised the center as a significant milestone for fostering innovation and sustainability in the region.
He highlighted its potential to bridge local enterprises with Smurfit Westrock’s global expertise, enhancing Morocco’s industrial ecosystem.
Ignacio Sevillano, CEO of Smurfit Westrock for Spain, Portugal, and Morocco, emphasized the center’s role in redefining packaging strategies.
“This Experience Centre reflects our commitment to innovation and sustainability. It’s a platform where clients can access cutting-edge solutions that enhance value across the supply chain,” said Sevillano.
Arco Berkenbosch, Chief Innovation Officer, noted that the center would prioritize helping businesses focus on the most impactful ideas.
He added that the facility offers unparalleled access to Smurfit Westrock’s global R&D network to address specific needs.
Smurfit Westrock Morocco CEO Mounir Naciri highlighted the group’s confidence in the Moroccan market, supported by an additional €5 million investment in the Rabat plant, bringing the total to over €40 million.
“This investment in innovation, the first in Africa, marks a key step in supporting Morocco’s transition to a more innovative and sustainable future.”
The Experience Centre launch coincided with the Better Planet Packaging conference, which explored sustainability challenges in Morocco, including the European Green Deal and its implications for sustainable packaging.
Discussions also addressed decarbonization strategies and the economic impact of renewable energy on industrial operations.
Jurgita Girzadiene, Smurfit Westrock’s Director of Sustainability & Better Planet Packaging, stated, “Through this center, we aim to promote decarbonization and foster a circular economy, enabling businesses to align with sustainability goals.”
Innovative Solutions: A paper-based alternative to stretch wrap
In a related development, Smurfit Westrock has introduced a 100% paper-based alternative to polyethylene stretch wrap, commonly used for pallet stabilization.
Made from Nertop Stretch Kraft paper, the wrap is fully recyclable, offers high energy absorption, and performs well in humid conditions.
This innovative solution, part of the company’s Better Planet Packaging portfolio, was first adopted in the UK by Encirc, a glass manufacturer producing over three billion containers annually. The wrap is manufactured at Smurfit Westrock’s Nervión paper mill in Spain.
With approximately 100,000 employees in 40 countries, Smurfit Westrock remains a trailblazer in sustainable paper-based packaging.
The company operates 62 paper mills and over 500 packaging conversion facilities worldwide, continually advancing its mission to reduce environmental impact and support a greener future.
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