Rabat, January 9, 2025 — Smurfit Westrock, world leader in sustainable packaging solutions, announced the inauguration of its Innovative Experience Center in Rabat, the first of its kind in Africa, as well as the launch of a new production line equipped with high quality printing technology, with an investment of 51.8 million dirhams. This event marks a key milestone in the company’s efforts to strengthen its presence in the Moroccan and African market, and to support innovation and sustainability objectives.
An important step for Smurfit Westrock in Morocco
The event was crowned by the presence of Mr. Ryad Mezzour, Minister of Industry and Commerce of Morocco; Mr. James McIntyre, Ambassador of Ireland to the Kingdom of Morocco; Mr. Rachid El Abdi, President of the Rabat-Salé-Kénitra Region, as well as key leaders of Smurfit Westrock: Ignacio Sevillano, CEO of Smurfit Westrock Spain, Portugal and Morocco; Mounir Naciri, Managing Director of Smurfit Westrock Morocco; Arco Berkenbosch, Chief Innovation Officer; and Jurgita Girzadiene, Sustainability & Better Planet Packaging Director for Smurfit Westrock Group.
The Innovation Center for Sustainable Solutions
The new Innovation Center has been designed as a sustainable innovation hub, equipped with advanced design tools leveraging big data, artificial intelligence, virtual reality and the latest packaging technologies. This center provides a platform for companies to develop strategies aligned with innovation and sustainability objectives. Ignacio Sevillano expressed his vision:
“This innovation center demonstrates our commitment to sustainable innovation. It is a platform that provides our customers with access to cutting-edge solutions, thereby redefining the packaging industry, helping them improve their value in the supply chain and to differentiate themselves in the market.”
A New Generation Production Line
Smurfit Westrock also inaugurated a new production line in its factory in Rabat. Mounir Naciri, Managing Director of Smurfit Westrock Maroc, commented:
-“This investment in innovation is a decisive step to support Morocco in its transition towards a more innovative and sustainable future. Thanks to this additional investment of 5 million euros, we have increased our production capacity, thus bringing the total investment in our Ain Aouda factory of more than 414 million dirhams.”
Better Planet Packaging (BPP): A Meeting Point for the Sector
The event also hosted the Better Planet Packaging (BPP) conference, bringing together industry leaders to explore critical topics for Morocco, such as the European Green Deal and PPWR directives, and their implications for packaging sustainable. Carbon reduction strategies were highlighted, with solar and gas power models showcased at Smurfit Westrock facilities in Morocco. Jurgita Girzadiene said:
“Through this center, we aim to drive carbon reduction and support the circular economy, thereby enabling businesses to reorient their operations according to sustainability goals.”
Investing for a Sustainable Future
This new investment from Smurfit Westrock, with its innovation center and advanced production line in Morocco, highlights the company’s commitment to being a leader in the field of sustainable packaging. This center will support businesses in Morocco and the EMEA region to achieve their sustainability goals, while meeting the growing demand for environmentally friendly solutions.
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