Smurfit Westrock, world leader in sustainable packaging, proudly announces the inauguration of its brand new Experience Center in Rabat, the first of its kind on the African continent.
This landmark event not only highlights the company’s leadership and expertise in sustainable packaging solutions, but also reaffirms its commitment to driving innovation in Morocco’s packaging industry.
In addition, the company launched a new production line incorporating high-quality printing technology. This investment, which exceeds 50 million dirhams, will significantly increase production capacity to meet constantly growing market demand.
The opening ceremony took place in the presence of Ryad Mezzour, Moroccan Minister of Industry and Commerce, James McIntyre, Ambassador of Ireland to the Kingdom of Morocco, as well as key executives of Smurfit Westrock: Ignacio Sevillano, CEO from Smurfit Westrock Spain, Portugal and Morocco; Mounir Naciri, President and CEO of Smurfit Westrock Morocco; Arco Berkenbosch, Group Chief Innovation Officer; and Jurgita Girzadiene, Sustainability & Better Planet Packaging Director of the group.
The new Experience Center is equipped with advanced and exclusive design tools leveraging big data, predictive analytics, artificial intelligence, virtual reality experiences, as well as the latest packaging technologies. Ignacio Sevillano said: “This Experience Center is part of a global network of 30 interconnected centers with a team of more than 1,600 designers around the world. It is a platform where our customers can discover unique solutions that redefine packaging, helping them improve their value across the supply chain and differentiate themselves in the market. »
-Arco Berkenbosch added: “The challenge today is not to generate ideas, but to select and focus on the right ones. This facility will also provide our Moroccan and African customers and partners with unprecedented access to our global network of R&D centers, meeting their unique needs. »
Today’s event comes a year and a half after the opening of the greenfield factory in Rabat. Mounir Naciri, commenting on these important steps, said: “This investment in innovation, the first of its kind in Africa, marks a pivotal moment in our journey to support Morocco’s transition to a more innovative and sustainable future. In addition to the opening of the Experience Center, we have the honor of adding to our production capacity a high-quality printing line, bringing our investment in the Smurfit Westrock factory in Rabat to more than 400 million of dirhams, illustrating the Group’s continued confidence in the Moroccan market. »
The event also hosted the Better Planet Packaging (BPP) conference, which brought together industry leaders to explore essential themes for Morocco, such as the European Green Deal or the new PPWR regulation, highlighting the importance of sustainable packaging for Moroccan exporters. Decarbonization strategies were also highlighted, illustrated by the photovoltaic and gas energy models of Smurfit Westrock Maroc as an example of responsible and environmentally conscious investment.
