Sustainable packaging company Smurfit Westrock celebrated on Thursday the inauguration of its Experience Center in \u00a0Rabat. The company invested \u20ac5 million in the center, which is the first of its kind in Africa.<\/p>\n\n\n\n
\u201cThe milestone event highlights not only the company\u2019s leadership and expertise in sustainable packaging solutions but also reaffirms its commitment to driving innovation in the packaging industry in Morocco,\u201d Smurfit said in a press release.<\/p>\n\n\n\n
The center\u2019s 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.<\/p>\n\n\n\n
Igancio Sevillano<\/strong>, CEO of Smurfit Westrock Spain, Portugal, and Morocco emphasized the significance\u00a0 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.<\/p>\n\n\n\n \u201cIt\u2019s 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,\u201d Sevillano said.<\/p>\n\n\n\n Mounir Naciri<\/strong>, CEO of Smurfit Westrock Morocco, also welcomed the inauguration. The company\u2019s investment in such an innovative center marks a \u201cpivotal moment in out journey to support Morocco\u2019s transition to a more innovative and sustainable future,\u201d he noted.<\/p>\n\n\n\n For Naciri, the project reflects the group\u2019s commitment to Morocco\u2019s market.<\/p>\n\n\n\n Arco Berkenbosch<\/strong>, Chief Innovation Officer of the Group, also commented on the inauguration, sharing insights on challenges facing the market.<\/p>\n\n\n\n For Berkenbosch, the challenge is not to simply generate ideas but to focus on the right ones.<\/p>\n\n\n\n \u201cThis facility will also provide our Moroccan and African clients and partners with unprecedented access to our global R&D network, addressing their unique needs,\u201d Berkenbosch argued.<\/p>\n","protected":false},"excerpt":{"rendered":" Sustainable packaging company Smurfit Westrock celebrated on Thursday the inauguration of its Experience Center in \u00a0Rabat. The company invested \u20ac5 million in the center, which is the first of its kind in Africa. \u201cThe milestone event highlights not only the company\u2019s leadership and expertise in sustainable packaging solutions but also reaffirms its commitment to driving<\/p>\n","protected":false},"author":1,"featured_media":15726,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[1093],"class_list":{"0":"post-15725","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-corrugated-folding-carton","8":"tag-smurfit-westrock"},"_links":{"self":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts\/15725","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/comments?post=15725"}],"version-history":[{"count":1,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts\/15725\/revisions"}],"predecessor-version":[{"id":15727,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts\/15725\/revisions\/15727"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/media\/15726"}],"wp:attachment":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/media?parent=15725"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/categories?post=15725"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/tags?post=15725"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}