With an investment exceeding 50 million dirhams, Smurfit Westrock inaugurated an Experience Center at the cutting edge of innovation in Rabat, a first in Africa. This new infrastructure strengthens the company’s position as a global leader in sustainable packaging and illustrates its commitment to supporting Moroccan industrial development.
Equipped with the latest technologies in artificial intelligence, big data and virtual reality, this center offers tailor-made solutions that revolutionize packaging and help local and international companies stand out in the market. Ignacio Sevillano, CEO of Smurfit Westrock for Spain, Portugal and Morocco, highlighted the importance of this initiative, part of a global network of 30 interconnected centers and supported by a team of 1,600 designers.
The opening was marked by the presence of Ryad Mezzour, Moroccan Minister of Industry and Commerce, and James McIntyre, Irish Ambassador, as well as key figures from the Smurfit Westrock group. Mounir Naciri, CEO of Smurfit Westrock Morocco, said: “This investment represents a major step forward in our mission to support Morocco’s transition to a sustainable and innovative future. »
This center is in addition to a new production line, integrating high-quality printing technology, which meets growing demand while strengthening the group’s competitiveness on the African market. In total, Smurfit Westrock has invested more than 400 million dirhams in its Rabat factory, marking a decisive turning point in the country’s industrial development.
The event also provided an opportunity to address major themes at the Better Planet Packaging (BPP) conference, where industry leaders discussed topics such as the European Green Deal, PPWR regulations and strategies decarbonization. Smurfit Westrock Maroc has distinguished itself as a model of responsible investment, integrating photovoltaic solutions and sustainable energy systems.
Arco Berkenbosch, Chief Innovation Officer of the group, said: “This center will address the challenges of sustainable packaging and offer Moroccan and African partners unprecedented access to our global expertise. » A promising step forward for the packaging industry in Morocco and on the continent.
