Winfried Muehling took on the top operational role at the European Association of Carton and Cartonboard Manufacturers earlier this month.

Based in Zurich, Switzerland, Muehling has held a number of senior packaging roles in his 30-year career, including director and vice-president roles at companies including Ecolab, MM Board & Paper, Tetra Pak, and most recently Amcor.

He said that he was looking forward to using his experience to advocate cartons as a modern, renewable and recyclable material.

“It is an honour to be appointed and I am excited for the opportunities that lie ahead,” said Muehling.

“The cartonboard industry has worked hard to ensure consumers see cartonboard and cartons as the best choice when it comes to environmentally friendly packaging.

“We must further stress the unique advantages, positioning it as a natural packaging material, produced from renewable resources, that can be recycled time and time again.”

Pro Carton president Horst Bitterman thanked Hitchin for his “dedicated service that have put cartonboard at the heart of conversations about sustainable packaging.”

He added that Muehling will build on Hitchin’s work by leveraging his “wealth of industry knowledge and experience, from a global perspective.”

“We know Winfried to have a ‘play to win’ attitude, this will support the industry and Pro Carton’s members to develop to the next level.”