This centre, equipped with advanced design tools that utilise big data, predictive analytics, artificial intelligence, virtual reality experiences, and the latest packaging technologies, provides a platform that allows companies to develop strategies that align with sustainability and innovation goals.
In a speech on this occasion, the Minister of Industry and Trade, Ryad Mezzour, explained that this centre is an important hub for fostering cooperation in the field of innovation and sustainability.
He also highlighted that this significant event will enable the company to offer its global expertise in innovation and sustainability in Morocco.
Mr. Mezzour added that this opening will allow Smurfit Westrock partners access to a global network of research and development centres to meet their specific needs.
For his part, the CEO of Smurfit Westrock for Spain, Portugal, and Morocco, Ignacio Seviano, confirmed that "this centre of expertise reflects the extent of our commitment to innovation and sustainability."
He added that the centre represents a platform through which our clients can benefit from advanced solutions that redefine packaging processes, helping them improve their value in the entire supply chain and distinguish themselves in the market.
This centre of expertise is part of a global network consisting of 30 similar centres, supported by a team of more than 1,600 designers connected to each other across the world. In this context, the company's Head of Innovation, Arco Berkenbosch, said: "The challenge today is not to generate ideas, but to choose the good ones and focus on them. This facility will also provide our clients and partners with unparalleled access to our global network of research and development centres to meet their specific needs."
Smurfit Westrock also inaugurated its new production line, which was established a year and a half after the opening of its "Greenfield" factory in Rabat.
Commenting on these two significant milestones, the General Manager of Smurfit Westrock in Morocco, Mounir Nassiri, said that "this investment in innovation, which is a first in Africa, represents a key moment in our commitment to supporting Morocco's transition towards a more innovative and sustainable future. In addition to this achievement, we are honoured to add a high-quality printing line to our production capacity, thanks to an additional investment of 5 million euros, bringing the value of our investments in the Rabat factory to more than 40 million euros, which reflects the group's continued confidence in the Moroccan market."
This event also hosted the Better Planet Packaging conference, which brought together industry leaders to explore key topics for Morocco, such as the European Green Deal and the EU Packaging and Packaging Waste Regulation (PPWR), as well as their implications for sustainable packaging.
Decarbonisation strategies were highlighted, illustrated by Smurfit Westrock's photovoltaic and gas energy models in Morocco. The economic impact of renewable energies on industrial operations was also discussed, highlighting cost-effective sustainability solutions.
Addressing the topic of sustainability, the Director of "Packaging and Sustainability" at the Smurfit Westrock group, Jurgita Girzadiene, said: "Through this centre, we aim to encourage decarbonisation and stimulate the circular economy, allowing companies to align their operations with sustainability goals."
She added that "our group has not only invested in a new project, but also in green energies to produce environmentally friendly products, for a more sustainable future."
Smurfit Westrock's new investment in Morocco and the launch of the centre of expertise confirm the company's commitment as a leader in sustainable packaging.
This facility will support companies in Morocco and across Europe, the Middle East, and Africa 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, employing approximately 100,000 people in 40 countries.
