Pro Carton appoints new general manager

Pro Carton, the European association of carton and cartonboard manufacturers, announces Winfried Muehling as new General Manager – following the recent retirement of Tony Hitchin. With sustainability high on the agenda of many FMCG businesses, Winfried Muehling will continue to promote the many advantages of cartonboard and cartons to brand owners, retailers, consumers, and government.

With almost 30-years’ experience working in the global packaging and FMCG industry, Winfried Muehling has held managerial positions in the chemical, food and beverage and capital equipment sectors, demonstrating a passion to bring stakeholders along the value chain together and to deliver consistent commercial and operational excellence.

His previous roles include, Vice President Corporate Accounts at Ecolab, Sales Director for MM Board & Paper, Vice President Sales Management at Tetra Pak, and most recently at Amcor as Global Key Account Director, based in Singapore.

As the packaging industry evolves from a linear to a circular economy model, Winfried Muehling will promote cartons as a modern, renewable and recyclable form of packaging, as well as highlighting their unique design and promotional assets.

There is a strong case for brands to adopt sustainable packaging, with Pro Carton’s own research showing that 60% of European consumers base their purchasing decisions on a product’s packaging. As such, Winfried Muehling’s main objective will be to demonstrate the benefits to FMCG and Pharma companies as well as to retailers in order to make cartons and cartonboard their first choice when seeking green packaging solutions.