Equipped with advanced and proprietary design tools leveraging big data, predictive analytics, artificial intelligence, virtual reality experiences and the latest packaging technologies, this center provides a platform for companies to develop strategies aligned with sustainability and innovation objectives.
Speaking on this occasion, the Minister of Industry and Trade, Ryad Mezzour, noted that this center is considered an important hub for strengthening collaboration in innovation and sustainability.
He also indicated that this landmark event will allow the company to bring its global expertise in terms of innovation and sustainability to Morocco.
Additionally, Mr. Mezzour noted that this facility will provide Smurfit Westrock partners with access to the global network of R&D centers to meet their specific needs.
“This Experience Center demonstrates our commitment to innovation and sustainability,” underlined, for his part, Ignacio Sevillano, CEO of Smurfit Westrock Spain, Portugal and Morocco. The said center, he continued, constitutes a platform where customers can access cutting-edge solutions that redefine packaging, helping them improve their value across the supply chain and differentiate themselves on the market.
This “Experience Center” is part of a global network of 30 similar centers, supported by a team of more than 1,600 interconnected designers around the world. It is in this sense that Arco Berkenbosch, Chief Innovation Officer, said: “The challenge today is not to generate ideas, but to select and focus on the right ones. This facility will also provide our customers and partners with unparalleled access to our global network of R&D centers, to meet their specific needs.”
Smurfit Westrock also inaugurated its new production line, installed a year and a half after the opening of its greenfield factory in Rabat.
Commenting on these two important steps, the CEO of Smurfit Westrock Maroc, Mounir Naciri, said: “This investment in innovation, a first in Africa, marks a key moment in our commitment to supporting Morocco’s transition to a more innovative future. and durable. In addition to this achievement, we have the honor of adding to our production capacity a high quality printing line, thanks to an additional investment of 5 million euros, thus bringing our investments in the Rabat factory more than 40 million euros. This demonstrates the group’s continued confidence in the Moroccan market.”
-Also, the event hosted the Better Planet Packaging (BPP) conference, which brought together industry leaders to explore essential themes for Morocco, such as the European Green Deal and PPWR, as well as their implications for sustainable packaging.
Decarbonization strategies were highlighted, illustrated by the photovoltaic and gas energy models of Smurfit Westrock Maroc. The economic impact of renewable energy on industrial operations was also discussed, highlighting cost-effective sustainability solutions.
Focusing on the aspect of sustainability, Jurgita Girzadiene, Sustainability & Better Planet Packaging Director for the Smurfit Westrock Group, said: “Through this center, we aim to promote decarbonization and foster a circular economy, enabling businesses to align their operations with sustainability goals.”
And added: “Our group has not only invested in a greenfield project, but also in green energies to produce environmentally friendly products, with a view to a more sustainable future.”
Smurfit Westrock Maroc’s new investment and launch of the Experience Center highlights the company’s commitment to being a leader in sustainable packaging.
This facility will support businesses in Morocco and across the EMEA (Europe, Middle East & Africa) region in achieving their sustainability goals, while meeting the growing demand for environmentally friendly solutions. of the environment.
Smurfit Westrock is one of the world’s leading providers of paper-based packaging solutions, with approximately 100,000 employees in 40 countries.
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