Smurfit Westrock has inaugurated the Morocco Experience Center in Rabat, marking Africa’s first innovation hub dedicated to the cardboard packaging industry. The center, equipped with advanced technologies such as artificial intelligence, predictive analytics, and virtual reality, is part of Smurfit Westrock’s global network of 30 interconnected centers. Supported by over 1,600 designers worldwide, the facility aims to provide Moroccan and African clients with tailored packaging solutions through the company’s Design2Market approach.
Commenting on the launch, Ignacio Sevillano, CEO of Smurfit Westrock Spain, Portugal, and Morocco, stated, “This center will empower our customers to enhance their competitiveness while adopting sustainable practices.”
In addition to the Experience Center, Smurfit Westrock has introduced a new high-quality printing line at its Rabat plant, 18 months after the facility’s inauguration. This €5 million investment brings the total investment in the Rabat site to over €40 million and is aimed at addressing the growing demand for advanced packaging solutions in the region.
The inauguration event was attended by prominent officials, including Morocco’s Minister of Industry and Trade, Ryad Mezzour, and Ireland’s Ambassador to Morocco, James McIntyre. Representatives from Smurfit Westrock included Mounir Naciri, CEO of Smurfit Westrock Morocco; Arco Berkenbosch, Group Chief Innovation Officer; and Jurgita Girzadiene, Sustainability & Better Planet Group Packaging Director.
The Morocco Experience Center and the expanded operations reflect Smurfit Westrock’s commitment to fostering innovation and sustainability in the packaging sector across Africa.