Graphic Packaging’s new President and CEO used his first letter to employees to set out a clear agenda built around restoring financial performance while accelerating innovation and tightening operational discipline.
Drawing on more than 25 years in senior roles at PepsiCo, Kimberly-Clark and Procter & Gamble, Robbert Rietbroek says his perspective has been shaped by hands-on involvement in packaging decisions for major food and grocery brands, which informs his view of how sustainability expectations, speed to market demands and evolving specifications are reshaping the packaging industry.
In the letter, he points to the successful execution of the company’s Vision 2025 strategy, highlighting major investments in recycled paperboard capacity, including the Kalamazoo and Waco facilities, now positioned among the most efficient in North America. However, he is equally candid about the headwinds Graphic Packaging faces, citing declining volumes, continued pressure on margins, elevated debt and a weaker share price as signals that the company must act decisively to improve performance and stay ahead of the competition.
To address these issues, Graphic Packaging is sharpening its focus on cost structure, productivity and cash generation, and has engaged AlixPartners to help identify operational improvements, working capital reductions and margin recovery opportunities. Capital spending is expected to moderate following completion of the Waco project, with management also targeting lower inventory levels and reduced leverage to strengthen the balance sheet.
Looking ahead to Vision 2030, the CEO emphasizes organic growth, operational excellence and shareholder returns as the core pillars of the next phase, while expanding fiber-based packaging solutions as alternatives to single-use plastics. He also signals increased engagement with employees and customers through site visits and town hall meetings, underlining that disciplined execution and high-quality customer service will be central to delivering on the company’s long-term ambitions.
Graphic Packaging Holding Company headquartered in Atlanta, designs and produces consumer packaging made from renewable or recycled materials. A sector innovator, the company operates a global network serving leading brands in food, beverage, foodservice, household, and other consumer products.
Source: Graphic Packaging
