Smurfit Westrock's Workshop in Agadir: A Maritime Approach to Packaging Regulations
Under the theme "Navigating the PPWR: From Morocco to Europe," the recent workshop organized by Smurfit Westrock Morocco gathered key economic players in Agadir to tackle a pressing issue: how can Moroccan exporters protect their products, anticipate regulations, and maintain competitiveness in the European market? This significant event was led by Mounir Naciri, the CEO of Smurfit Westrock Morocco, and featured international experts from the group, including Jurgita Girzadiene, the Sustainability & Better Planet Packaging Director. Jurgita's presence was particularly valuable as she provided critical insights into European regulatory challenges, engaging in deep discussions with Moroccan teams and representatives from the agricultural and seafood sectors.
During the workshop, Mounir Naciri emphasized the importance of this initiative and the insights gained from the interactive exchanges. He highlighted how innovation and packaging play a pivotal role in enhancing the competitiveness of Moroccan exports. Through this workshop, participants were encouraged to share their experiences and challenges, which fostered a collaborative environment aimed at finding practical solutions.
Understanding the Complexities of Export Packaging
When asked why the workshop utilized a maritime theme to discuss regulation and packaging, Mounir Naciri explained, “We wanted to make a complex subject understandable and tangible. Just as a captain must prepare for a voyage by knowing the destination and anticipating conditions, so too must packaging begin with thorough preparation to ensure that products reach their destination in optimal condition.” He illustrated this concept by showcasing a cardboard fishing boat designed by Moroccan designers, symbolizing the expertise of his team while adding a creative touch to the workshop.
The interactions with exporters were marked by active participation and insightful questions. Many attendees presented specific scenarios that required a closer examination of European regulations, demonstrating the relevance of having an expert like Jurgita available to address these issues. The workshop aimed not only to provide theoretical knowledge but also to listen to the exporters' needs and continue the conversation on unresolved topics.
Furthermore, the workshop showcased a range of innovative packaging solutions aimed at improving the economic efficiency of exported products. These included corrugated cardboard packaging, trays for fresh products, functional coated papers, high-quality printing technologies, and alternatives to complex packaging. By leveraging data analysis tools and simulation technologies, participants learned how to study the actual transport conditions and optimize their packaging accordingly. For exporters, a damaged product upon arrival signifies a loss that extends well beyond the cost of the packaging material. Thus, Smurfit Westrock's mission is to protect the value created by producers from the harvest to the end consumer.
Although Smurfit Westrock has an Experience Centre in Rabat, Mounir Naciri emphasized the importance of engaging directly with businesses in regions like Agadir. This approach allows the company to understand the unique challenges faced by exporters and offer tailored support. The series of workshops across Morocco reflects Smurfit Westrock's commitment to fostering closer ties with clients, encouraging them to view the company as more than just a packaging supplier, but as a partner who comprehends their products, markets, and challenges.
As reported by fr.le360.ma.
