KEVIN HUDSON
Please give the lowdown on the central part played by fibre-based innovation, with examples of its use by Smurfit Westrock
Kevin Hudson: Corrugated or paper-based packaging is one of the most recycled materials in the world. The sustainability advantages are strong and we continue to innovate to improve durability, drive efficiencies and create fit-for-purpose packaging.
Take our CanCollar technology, which replaces plastic rings and shrink wrap with a recyclable paperboard solution – it’ s already being used by major beverage brands, helping them meet their hefty plastic reduction goals by reducing plastic waste by tons every year.
Another good example is our 100 % paper pallet wrap, which replaces traditional stretch film. It’ s strong enough to stabilise loads, but recyclable in the same streams as corrugated, helping customers cut out single-use plastics without compromising efficiency in their logistics.
For me, those kinds of innovations show the power of fibre: it can protect products, support customers’ sustainability goals and come back into the system again and again.
KEVIN HUDSON
TITLE: SVP, FOREST RESOURCES AND RECYCLE FIBRE
COMPANY: SMURFIT WESTROCK LOCATION: ATLANTA, US
Kevin’ s career has been built in the paper and packaging industry, starting with Temple-Inland, before moving to WestRock Company, via a short spell at International Paper.
114 November 2025