Smurfit Westrock Celebrates Inauguration of Innovation Center in Morocco

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.

The center is the first of its kind in Africa

“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.

The company invested €5 million in the center

James Mclntyre, ambassador of Ireland to Morocco, talked to Morocco World News on the sidelines of the inauguration ceremony, emphasizing the importance of the company.

“Smurfit Westrock is originally an Irish company founded by the Smufirt family in Ireland and is now the number one leader in the world and with its corporate headquarters still in Ireland,” the ambassador told MWN.

The inauguration marked Better Planet Packaging Day, with executives from the company stressing that this mirrors the company’s commitment to eco-friendly packaging solutions.

The inauguration was also attended by Minister of Industry Ryad Mezzour who highlighted that the factors expansion is part of a larger strategy for growth with plans to launch additional stages of expansion in the coming years.

“It is thanks to these factors that our country and this leading company were able to accomplish their goals ahead of time, enabling further expansion, which will continue, God willing,” the minister told MWN.