At a time when environmental performance is becoming a crucial competitive lever in global agricultural markets, Smurfit Westrock reaffirms its commitment to Morocco and its support for national producers and exporters. During the Fruit Attraction 2025 trade fair in Madrid, the group introduced a new generation of paper packaging designed to meet the challenges of Morocco’s agricultural sector.
Present in the Kingdom with a state-of-the-art industrial site, an Experience Centre in Rabat, and several regional units, Smurfit Westrock develops 100% recyclable, renewable, and biodegradable solutions tailored to the performance, traceability, and sustainability requirements of Moroccan fruit and vegetable supply chains. These innovations are part of the global Better Planet Packaging program aimed at facilitating the transition to circular value chains.
“Morocco plays a key role in the sustainable transformation of agriculture. Our mission is to support this dynamic with solutions that combine environmental requirements, industrial competitiveness, and local proximity,” states Mounir Naciri, CEO of Smurfit Westrock Morocco.
Among the innovations unveiled in Madrid are:
- AgroLife®, which extends the shelf life of fruits and vegetables throughout the logistics chain;
- AquaStop™, a moisture-resistant and fully recyclable packaging;
- Goliath®, lighter and more efficient for transport and stacking.
These solutions are designed to meet European environmental standards while adapting to the specific constraints of Moroccan sectors.
“Our Moroccan clients seek practical solutions that align with international standards. Our strength lies in co-development and industrial proximity that allow us to respond agilely to their needs,” emphasizes Amine Sefiani, Commercial Director of Smurfit Westrock Morocco.
For his part, Teo Pastor, Sales and Marketing Director for Spain, Portugal, and Morocco, notes that Fruit Attraction is an opportunity to “show how Smurfit Westrock helps Moroccan sectors grow sustainably and competitively, adding value at every stage of the chain and contributing to a more responsible future.”
The group is already collaborating with numerous Moroccan actors—producers of red fruits, citrus, avocados, tomatoes—by offering packaging with a reduced carbon footprint, made using photovoltaic energy, a first in Morocco and on the African continent.
With 100,000 employees in 40 countries, 63 paper mills, and over 600 processing sites, Smurfit Westrock sees its establishment in Morocco as a strategic link between Africa and Europe, thus supporting the national ambition driven by the Generation Green strategy: a Moroccan agriculture that is both efficient, competitive, and sustainable.