Smurfit Westrock appoints Andrés Muñoz as CEO for Colombia, Ecuador and Peru after 35 years in the organization. The executive assumed regional leadership on July 1 to promote sustainable packaging and the circular economy. According to the criteria of Related topics Suggestions El Tiempo newsletters El Tiempo Google News El Tiempo WhatsApp El Tiempo App Subscribe to the digital edition Get up to date

Smurfit Westrock's US$197 million Brazil investment what it means for the corrugated board market. 8 views 0 0 2026.07.31. The packaging group is expanding capacity, automation and customer-focused innovation as Brazil's corrugated market enters a more competitive phase. Smurfit Westrock has invested R$1 billion - approximately US$197 million - in Brazil over the past two years. From this point onward, all figures in this article are shown in US dollars for clarity. Smurfit Westrock's corrugated packaging facility in Brazil. The company is investing in capacity expansion, automation and production efficiency across its Brazilian operations. A slower market raises the competitive stakes. Brazil's corrugated board market expanded by roughly 4.9% in 2024, but shipments slipped by 0.5% in 2025 to about 4.23 million tonnes. That is not a demand collapse. It is a shift from easy growth to selective growth. Food, beverages, meat, dairy, fruit, industrial products and e-commerce continue to support demand. Yet when the overall market grows only modestly, a company that wants to outperform it must gain more business from existing customers, enter new applications or win volume from compes. Where the investment is becoming visible. The clearest disclosed projects are at Pirapetinga and Uberaba in Minas Gerais. Smurfit Westrock announced more than US$40 million for the two sites - approximately US$16 million for Pirapetinga and US$25 million for Uberaba, based on the exchange rate used for this article. New printing and converting equipment is expected to raise their combined corrugated converting capacity by around 18%. The upgrades are also designed to improve print quality, production flexibility, energy efficiency, ergonomics and material use. These projects matter because they target industries where packaging performance is commercially critical, including meat, dairy and beverages. The investment is therefore about more than producing additional boxes; it is about selling higher-value packaging with greater consistency and technical capability. From a box to a logistics solution. Alcalá's interview adds an important customer perspective to the investment story. Rather than presenting corrugated packaging as a simple transport container, he described it as part of the customer's logistics and loss-prevention system. Manuel Alcalá, CEO of Smurfit Westrock Brasil. "Packaging does more than protect a product. It can reduce losses, lower transport costs and improve the efficiency of the entire logistics chain. In some cases, changing the box design allows more product to fit into one container and reduces the number of shipments," Manuel Alcalá, CEO of Smurfit Westrock Brasil, said in an interview with CNN Brasil. For export products such as meat and fruit, the requirements are especially demanding. Boxes may need to withstand humidity, cold-chain conditions, stacking pressure and long international journeys. Smurfit Westrock therefore adjusts the paper composition, flute profile, grammage and share of virgin fibre to the product and distribution route. Alcalá said the group has more than 1,600 packaging developers connected through global innovation platforms. That network helps convert industrial investment into customised designs, lower material consumption, fewer transport movements and more reliable product protection. Editorial note: the quotation above is an English editorial translation and condensation of Alcalá's comments in Portuguese; it should not be presented as a verbatim English transcript. The customer strategy behind the machines. An April 2026 interview with Luciana Souto, Director of Communication, Branding and Sustainability at Smurfit Westrock Brasil, helps explain how the company wants to use this larger industrial platform. The most relevant point for corrugated producers is the move from selling a box to selling total supply-chain efficiency. The company analyses paper choice, flute profile, grammage, strength, transport volume and recyclability - and then shows customers how packaging can reduce material use, truck or container movements and product damage. Souto cited a biodegradable solution developed for Capellaro Fruits that replaced expanded polystyrene, and a reverse-logistics programme with Wine that collected about 1,400 tonnes of used boxes in two years. The examples reinforce the same message as the investment programme: capacity is valuable only when it creates measurable customer savings. Why Brazil remains attractive. Brazil combines a domestic market of more than 200 million people with one of the world's largest agricultural and food-processing economies. Its long export chains make packaging strength, moisture resistance and logistics efficiency especially valuable. Smurfit Westrock also has an integrated local platform that includes paper production, corrugated converting and roughly 54,000 hectares of forest assets. This gives the company greater control over fibre supply, paper performance and coordination between mills and box plants. Containerboard rolls used in corrugated packaging production. Smurfit Westrock's integrated platform in Brazil connects paper manufacturing with corrugated converting and packaging design. What the investment means for compes. Smurfit Westrock is not entering this phase as an ordinary regional converter. The group reported about US$31.1 billion in revenue in 2025 and operates a global network of paper mills, converting plants, recycling systems and design centres. That scale does not guarantee success in Brazil. Demand could remain weak, new capacity could intensify price competition, and technology projects still depend on good data, skilled operators and disciplined maintenance. Strong local compes also have deep customer relationships. But the competitive benchmark is clearly moving upward. Customers will increasingly compare suppliers on delivery reliability, print quality, technical design, paper optimisation, sustainability data and the ability to reduce total logistics cost - not only on the price of one box. How independent producers can respond. Independent corrugated producers do not need to copy Smurfit Westrock in every area. They need to be unmistakably better in the areas their customers value most. * Protect delivery reliability. Reduce downtime, improve planning and communicate quickly when problems occur. * Know the real margin of every order. Include paper, waste, changeover time, tooling, energy, labour and transport. * Build technical strength in one or two sectors where speed and local expertise can beat global scale. * Sell measurable value. Show how a design reduces damage, material use, warehouse labour or freight movements. * Retain technical talent. Operators, electricians, maintenance specialists and packaging designers are becoming strategic assets. The central takeaway. Smurfit Westrock's US$197 million Brazil programme is not simply a capacity announcement. It is an attempt to combine converting assets, fibre integration, automation, artificial intelligence and packaging design into a stronger commercial system. For Brazil, the investment confirms the long-term importance of corrugated packaging. For compes, it is a warning that future growth will not be distributed evenly. The winners will not necessarily be the companies with the largest corrugators. They will be the producers that turn every tonne of paper and every machine hour into better protection, lower total cost and stronger cash flow for the customer.