Smurfit Westrock, a leading global manufacturer of paper-based packaging, is participating in the Fruit Attraction event in Madrid, a major international gathering for the fresh fruit and vegetable industry. The event, organized by IFEMA Madrid and FEPEX, took place from October 6 to 8. Smurfit Westrock is showcasing its sustainable packaging solutions at stand 7C27, pavilion 7, under the slogan "Think blue. Grow green." The company's offerings cater to various needs in handling, preservation, presentation, and transportation of fresh produce.
The packaging solutions presented by Smurfit Westrock are designed to address specific challenges faced by producers and exporters, particularly in terms of preserving quality and controlling logistics costs. With the PPWR regulation coming into effect on August 12, 2026, integrating European market requirements into packaging design has become increasingly important. Smurfit Westrock's solutions aim to provide a balance between sustainability, operational efficiency, and product adaptation.
Mounir Naciri, President and CEO of Smurfit Westrock Morocco, emphasized the importance of packaging performance in protecting the value of the harvest until it reaches the customer. He highlighted the need for tailored solutions that respond to specific products, their journey, and destination market. Smurfit Westrock's goal is to connect its clients' knowledge with the group's international expertise to make informed choices and anticipate future PPWR requirements.
Smurfit Westrock's product offerings include the Safe & Green and EverGrow ranges, as well as the P84 family of boxes and trays. These paper-based packaging solutions are designed as alternatives to less sustainable formats. The Top Seal solution, for example, combines the benefits of paper-based packaging with the efficiency and reliability required for thermo-sealing fresh products. Teo Pastor, Commercial and Marketing Director of Smurfit Westrock Spain, Portugal, and Morocco, noted that packaging must now address multiple variables, including protection, facilitation of operations, and commercial value creation, while incorporating a more sustainable approach.
In addition to its exhibition presence, Smurfit Westrock participated in a roundtable discussion at Fruit Attraction, titled "How to Win at the Fresh Produce Shelf with the Right Packaging." Experts from the industry discussed the role of packaging in creating commercial value, reducing waste, and meeting new regulatory requirements, while considering consumer perceptions. The discussions focused on materials that generate the most value throughout the supply chain, solutions that best meet market expectations, and the role of innovation and artificial intelligence in developing packaging tools and solutions.
Smurfit Westrock's approach is supported by its Experience Centre in Rabat, part of its global network, which provides simulation, analysis, and eco-design tools to work with clients on product protection, material usage, and logistics efficiency. This initiative is part of the company's Better Planet Packaging program, which aims to develop packaging solutions that reduce environmental impact while preserving product protection, supply chain efficiency, and commercial value.
Smurfit Westrock's participation in Fruit Attraction demonstrates its commitment to providing sustainable packaging solutions for the fresh produce industry. The company's offerings cater to the diverse needs of producers and exporters, addressing challenges in the supply chain while promoting eco-friendly practices. By showcasing its innovative solutions, Smurfit Westrock aims to support the growth of the industry while minimizing its environmental footprint.
Key points
- Smurfit Westrock presents sustainable packaging solutions for fresh produce at Fruit Attraction, addressing challenges in the supply chain.
