Smurfit Westrock, a global leader in sustainable packaging, proudly announces the opening of its brand new Experience Center in Rabat, a first on the African continent. This major event highlights the company’s leadership in sustainable packaging solutions and reaffirms its commitment to driving innovation in Morocco.
As part of this initiative, the company has also launched a new production line equipped with high-quality printing technology. This investment, exceeding 50 million dirhams, will significantly increase production capacity to meet the growing market demand.
The inauguration ceremony brought together prominent figures, including Ryad Mezzour, Minister of Industry and Trade, James McIntyre, Ambassador of Ireland to Morocco, and several senior executives from Smurfit Westrock: Ignacio Sevillano, CEO of Smurfit Westrock for Spain, Portugal, and Morocco; Mounir Naciri, CEO of Smurfit Westrock Morocco; Arco Berkenbosch, Chief Innovation Officer of the Group; and Jurgita Girzadiene, Director of Sustainability & Better Planet Packaging.
### An Experience Center at the Forefront of Innovation
This Experience Center is equipped with advanced design tools integrating big data, predictive analytics, artificial intelligence, virtual reality, and the latest packaging technologies. Ignacio Sevillano emphasized:
“This Center is part of a global network of 30 interconnected centers, with over 1,600 designers worldwide. It provides our clients with a platform to discover innovative solutions that redefine packaging, strengthening their supply chain and market positioning.”
Arco Berkenbosch added:
“The challenge today is to select the most relevant ideas. This Center will allow our Moroccan and African clients to access a global R&D network, thus meeting their specific needs.”
### A Strong Commitment to Sustainable Development
A year and a half after the opening of the greenfield plant in Rabat, Smurfit Westrock continues its strategic investments. Mounir Naciri stated:
“This pioneering investment in Africa marks a key milestone in supporting Morocco towards a more innovative and sustainable future. With this Experience Center and a new high-quality printing line, our total investment in the Rabat plant now exceeds 400 million dirhams, reflecting the Group’s continued confidence in the Moroccan market.”
### The Better Planet Packaging Conference: A Focus on Global Issues
The event also hosted the Better Planet Packaging (BPP) conference, bringing together industry experts to discuss key topics such as the European Green Deal, the new PPWR regulation, and the importance of sustainable packaging for Moroccan exporters.
Decarbonization strategies were highlighted, particularly through Smurfit Westrock Morocco’s energy initiatives, which incorporate photovoltaic models and gas-based solutions. These efforts reflect a responsible and environmentally friendly investment, perfectly aligned with global ecological priorities.