Sustainable packaging company Smurfit Westrock celebrated on Thursday the inauguration of its Experience Center in Rabat. The company invested €5 million in the center, which is the first of its kind in Africa.
“The milestone event highlights not only the company’s leadership and expertise in sustainable packaging solutions but also reaffirms its commitment to driving innovation in the packaging industry in Morocco,” Smurfit said in a press release.
The center’s goal is to significantly increase production capacity to boost the growing market demand, it added. The facility includes design tools, including AI, virtual reality experiences, and the latest packaging technologies.
Igancio Sevillano, CEO of Smurfit Westrock Spain, Portugal, and Morocco emphasized the significance of the new inauguration, noting that the center is part of a global network of 30 interconnected centers with a workforce capacity of 1,600 designers worldwide.
“It’s a platform where our client can discover unique solutions that redefine packaging, helping them enhance their value across the supply chain and differentiate themselves in the market,” Sevillano said.
Mounir Naciri, CEO of Smurfit Westrock Morocco, also welcomed the inauguration. The company’s investment in such an innovative center marks a “pivotal moment in out journey to support Morocco’s transition to a more innovative and sustainable future,” he noted.
For Naciri, the project reflects the group’s commitment to Morocco’s market.
Arco Berkenbosch, Chief Innovation Officer of the Group, also commented on the inauguration, sharing insights on challenges facing the market.
For Berkenbosch, the challenge is not to simply generate ideas but to focus on the right ones.
“This facility will also provide our Moroccan and African clients and partners with unprecedented access to our global R&D network, addressing their unique needs,” Berkenbosch argued.
