For the first time since its merger in July 2024, Smurfit Westrock, the global leader in paper packaging, is showcasing its innovative packaging solutions at Fruit Attraction, one of the major events in the agricultural sector. The company’s booth (7C27 – Pavilion 7) allows visitors to discover a range of eco-friendly solutions tailored to the needs of the fruit and vegetable market.
**Mounir Naciri, CEO of Smurfit Westrock Morocco, states:** “We are very happy to participate in this edition of Fruit Attraction following our merger and to represent Smurfit Westrock. We are presenting for the first time to our clients and visitors our combined portfolio for the fruit and vegetable market. Our commitment to our horticultural clients is reflected in our constant desire to innovate and offer them tailored and customized packaging solutions to meet their needs.”
**Sustainable innovations, EverGrow® and X FlexForm™ F Series**
Among the flagship solutions presented at Fruit Attraction 2024, visitors will discover **EverGrow®** from the **Save&Green®** range, a recyclable packaging specially designed for delicate fruits such as cherries, cherry tomatoes, and blueberries. Made from renewable fibers, **EverGrow®** reflects Smurfit Westrock’s commitment to 100% sustainable solutions.
Another highlighted innovation is the **X FlexForm™ F Series**, a machine capable of producing trays and containers made from fibers, optimizing the production and distribution chain while ensuring superior quality. These solutions provide product protection, visibility, and recyclability after use, a key aspect to meet the growing demand for sustainable packaging.
This complete range of packaging solutions for consumers not only protects horticultural products and ensures adequate ventilation throughout the supply chain but also stands out for its original aesthetics, which keeps the product visible, as well as its ease of recycling after use.
**Sustainable solutions to meet the needs of the horticultural sector**
“At Smurfit Westrock, we have always been committed to offering innovative solutions to address the challenges of the horticultural sector. Our products like Agrolife®, AquaStop™, and Goliath® demonstrate our commitment to a more sustainable future. These solutions, stemming from our Better Planet Packaging initiative, improve product preservation and logistical efficiency while being fully recyclable,” asserts **Amine Sefiani, Sales Director of Smurfit Westrock Morocco**.
Visitors to Smurfit Westrock’s booth at Fruit Attraction will also discover its innovative TechniPaper® products, such as **AgroLife®**, which extends the shelf life of fruits and vegetables, and **AquaStop™**, which is water-resistant and fully recyclable. Other solutions include **Goliath®**, which is 50% lighter and improves load efficiency and stacking, as well as the exclusive P84-10-DTDG B-Stacking system, designed for the stone fruit market, ensuring optimal alignment of packaging in both manual and mechanized processes. Additionally, the Ultramar Smurf, designed for long transit journeys, is ideal for ensuring high strength and stability of stacking on pallets.
All these solutions belong to Smurfit Westrock’s Better Planet Packaging range, which offers sustainable alternatives to single-use or less durable materials. As a result, they are 100% recyclable and biodegradable.
**A strong commitment to innovation**
The multinational, which has always emphasized its commitment to sustainable innovation, now has over 1,600 designers worldwide and about thirty Experience Centers. Among these centers is the Agri Experience Center in Alicante, the first and only agricultural packaging innovation center in Europe, as well as another located in its factory in Rabat, the first on the African continent.
The latter, due to its strategic location, plays a crucial role in promoting the expansion of Smurfit Westrock’s sustainable packaging solutions.
It is also worth noting that during this edition of Fruit Attraction, Smurfit Westrock will host a roundtable on the growing importance of branding in the horticultural sector (October 9, at 4:00 PM), with the participation of major producers such as Fresón de Palos, Plátano de Canarias, Sandías Fashion, and Bollo Natural Fruit.
**Teo Pastor, Sales and Marketing Director for Smurfit Westrock Spain | Portugal | Morocco states:** “This edition is very special for us, as it is the first time we can present to our clients and visitors the great value proposition of Smurfit Westrock for the fruit and vegetable market. We offer a wide and diverse range of 100% sustainable packaging solutions, with a strong focus on consumer packaging.”