Smurfit Westrock, a global leader in sustainable packaging solutions, inaugurated its new state-of-the-art innovation center in Rabat on Thursday, Morocco’s News Agency (MAP) reported. Dubbed the “Experience Centre,” it is the first of its kind in Africa.
The Experience Centre is part of a global network of 30 similar centers, supported by a team of over 1,600 designers connected worldwide. Equipped with advanced and exclusive design tools that utilize big data, predictive analytics, artificial intelligence, virtual reality experiences, and the latest packaging technologies, the center is intended to provide a platform for companies to develop sustainable, innovative strategies.
In his speech at the opening ceremony of the center, Ryad Mezzour, Morocco’s Minister of Industry and Trade, said the center is an important hub to promote collaboration by business enterprises on innovation and sustainability. He called the establishment of the innovation center a significant development that will allow Smurfit Westrock to bring its global expertise in innovation and sustainability to Morocco.
The facility will also provide Smurfit Westrock’s partners with access to the company’s global network of R&D centers to meet their specific needs, he noted.
“This Experience Centre reflects our commitment to innovation and sustainability,” said Ignacio Sevillano, CEO of Smurfit Westrock for Spain, Portugal, and Morocco. He said the center is a platform where clients can access cutting-edge solutions that redefine packaging, helping them enhance their value across the supply chain and differentiate themselves in the market.
Arco Berkenbosch, the company’s Chief Innovation Officer, said, “Today, the challenge is not generating ideas but selecting and focusing on the right ones. The facility will also offer our customers and partners unparalleled access to our global R&D centers to meet their specific needs.”
Mounir Naciri, CEO of Smurfit Westrock Morocco, said, “This investment in innovation, a first in Africa, marks a key moment in our commitment to support Morocco’s transition to a more innovative and sustainable future. . . . Thanks to an additional investment of EUR 5 million, bringing our total investment in the Rabat plant to over EUR 40 million. It reflects the group’s continued confidence in the Moroccan market.”
The opening of the Experience Centre coincided with the Better Planet Packaging conference, which brought together industry leaders to explore critical sustainability issues for Morocco, such as the European Green Deal and the PPWR, and their implications for producing sustainable packaging. Participants addressed decarbonization strategies, illustrated by Smurfit Westrock Morocco’s photovoltaic energy models, and addressed the economic impact of renewable energy on industrial operations, highlighting cost-effective sustainability solutions.
Focusing on sustainability, Jurgita Girzadiene, Director of Sustainability & Better Planet Packaging for the Smurfit Westrock group, stated, “Through this center, we aim to promote decarbonization and foster a circular economy, enabling businesses to align their operations with sustainability goals.”
She said that her group has not only invested in a greenfield project but also in “green energy to produce environmentally friendly products for a more sustainable future.”
Smurfit Westrock Morocco’s new investment and the launch of the Experience Centre underscore the company’s commitment to being a leader in sustainable packaging. The facility will support businesses in Morocco and the entire EMEA (Europe, Middle East, and Africa) region in achieving their sustainability goals while meeting the growing demand for environmentally-friendly solutions.
Smurfit Westrock is one of the world’s leading suppliers of paper-based packaging solutions, with approximately 100,000 employees in 40 countries.