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Smurfit Westrock

Supporting Smurfit Westrock and their customers with pEPR compliance and reporting

Smurfit Westrock is a global leader in sustainable paper and packaging, operating in over 40 countries. As one of the largest manufacturers of paper-based packaging, the company not only meets its own packaging Extended Producer Responsibility (pEPR) obligations but also supplies thousands of obligated producers who rely on Smurfit as a trusted expert in the packaging field, including the complex world of packaging compliance.

Challenge Solution Results

Smurfit Westrock faced several challenges in navigating complex and evolving pEPR regulations, including:

Regulatory complexity: Ensuring the business remained fully compliant to avoid potential financial and reputational risk
Knowledge gaps: A large and diverse workforce required consistent pEPR proficiency across multiple levels
Customer expectations: Account managers needed to confidently discuss pEPR and it’s technicalities to maintain Smurfit’s position as a trusted, knowledgeable partner
Data accuracy: Risk of incorrect reporting under their own obligations

Smurfit Westrock partnered with Valpak to strengthen compliance processes and enhance internal and external knowledge through a comprehensive, tailored approach:

Regular policy updates: Consistent communication and guidance to keep the business aligned with the latest pEPR developments
Recyclability Assessment Methodology (RAM): Delivered tools and expertise to simplify complex reporting and ensure accurate data submission
Education and engagement: In-person Customer Days, online webinars, and guidance packs designed to upskill staff and enable account managers to confidently support customers
Ongoing support: Dedicated consultancy and accessible resources for continued compliance confidence.

Enhanced customer trust: Positive feedback from Customer Days strengthened Smurfit’s reputation as a market leader
Improved internal knowledge: Teams gained a clear understanding of pEPR requirements, enabling better communication and collaboration across departments
Reporting accuracy: The RAM tool streamlined data handling, reducing risk of errors and supporting timely, compliant submissions
Business growth: Stronger customer relationships and increased confidence in pEPR discussions opened new opportunities during sales and onboarding

“Navigating the complexities of packaging EPR is no small task, especially at our scale. Valpak’s expert guidance, regular policy updates, and their RAM tools have been instrumental in helping us stay compliant and confident. Their support has not only strengthened our internal knowledge but also enabled our account managers to better support our customers. It’s a partnership that’s helped us build trust, reduce risk, and identify new opportunities."