The 21st edition of Marca organized by BolognaFiere concluded with extraordinary success, cementing its role as a key event for private label brands in Italy and reaffirming the importance of innovation and sustainability, even in the packaging sector
From January 14 to 17, 2025, Bologna welcomed over 23,000 visitors (+15% compared to the previous edition) and 1,300 exhibiting companies (+23%), marking significant growth in exhibition space, which expanded to 35,000 sm across 9 halls.
Over 300 international buyers from 60 countries attended the event, generating more than 9,000 B2B meetings, underscoring Marca’s strategic importance in the global private label landscape. With a growing focus on sustainability, technology, and innovation, 2025 edition hosted two highly successful thematic formats: Marca Fresh, dedicated to fresh and ultra-fresh products, and Marca Tech, the central platform for packaging and logistics.
Now in its 11th edition, Marca Tech has proven to be an engaging hub for professionals in the packaging, logistics, and supply chain technology industries. With over 100 exhibiting companies, this year’s event showcased the latest innovations in sustainable packaging, efficient production processes, and advanced technological solutions.
Among the key participants this year was Smurfit Westrock, attending Marca for the first time. The company, formed from the recent merger of Smurfit Kappa and WestRock, stood out for its commitment to sustainability and innovation, presenting a range of solutions designed to address regulatory and environmental challenges.
Face to face with Gianluca Castellini – CEO at Smurfit Westrock Italy
Why did you choose to participate in Marca for the first time, and what feedback have you received?
“Private label products now account for almost 32% of those purchased by Italians in the retail grocery sector, with a market share that has increased by 3.5% over the last five years. Italy ranks 11th among major European countries for the market share of private label products. For this reason, it is essential for Smurfit Westrock Italy (SWI) to be present at such a significant event in the private label sector. Today, more than 80% of Italians rely on large-scale retail distribution for their food shopping. We must engage with suppliers of major retail chains to propose our paper-based packaging solutions. Additionally, there is growing interest in sustainable packaging within the private label sector. We have been serving large-scale retail distribution with our products for years, and this is the perfect opportunity to present the new additions to our portfolio, which has expanded following our merger with WestRock on July 24”.
Which solutions presented at the fair generated the most interest among visitors, and why?
“We showcased several solutions at the fair that eliminate the need to use polluting and non-degradable materials, such as: Top Clip for the beverage sector, replacing plastic films; Safe&Green®, trays and containers for the fresh produce and gastronomy sectors, replacing plastic and polystyrene trays; SavetheBottle for eCommerce beverages; Thermal Box in Box for Ho.Re.Ca. sector and beyond, replacing polystyrene corner protectors. Our sector, following the new PPWR regulation recently approved by the European Council and Parliament, will undergo significant changes. Packaging is the first step in helping clients achieve their sustainability goals, which is precisely the aim of our “Better Planet Packaging” initiative: creating a positive impact on supply chains and consumers by reducing the environmental footprint of packaging and its traces on the planet”.
Which product, in your opinion, will be the most successful in 2025?
“We have always supported our clients in Italy with innovative solutions that enhance their products and the important brands they represent. One of the Group’s strategies is to create packaging with minimal environmental impact to help improve our future and our planet. Paper, being a natural product, is recyclable, reusable, and biodegradable. Additionally, thanks to our 2,000 designers, we can meet all our clients’ needs. Now that the PPWR regulation has imposed significant bans on the use of certain materials, we are working to provide support in everything related to solutions for the fresh produce sector and multipacks. Moreover, in a world dominated by impulse purchases, we continue to focus on our displays, designed to enhance retail spaces, improve product visibility, and boost the success of our clients’ promotional campaigns”.
A future oriented towards sustainability
Smurfit Westrock’s commitment to sustainable innovation is a clear sign of how the packaging sector is evolving to address environmental and regulatory challenges. With solutions that combine design, functionality, and eco-compatibility, the company aims to transform packaging into a strategic tool. Marca 2025 provided Smurfit Westrock with an ideal platform to showcase its contribution to a greener and more responsible future.
