Pro Carton, the European association representing cartonboard and folding carton manufacturers, has appointed Andreas Birmoser, Executive Vice President, Cartonboard at Stora Enso, as its new President.

Birmoser succeeds Michele Bianchi, CEO of RDM Group, who led the association over the past four years during a period of structural transformation and increasing regulatory focus on sustainable packaging across Europe.

The leadership transition comes as the European packaging industry prepares for the implementation of the Packaging and Packaging Waste Regulation (PPWR), which is expected to reshape packaging design, recyclability requirements and circular economy strategies throughout the fibre-based packaging value chain.

Leadership Change Comes During Regulatory Transition

Pro Carton said Birmoser will lead the association at a time when cartonboard manufacturers, converters and brand owners are adapting to evolving environmental legislation and changing market expectations.

In his new role, he will work with the Pro Carton Board to strengthen collaboration across the packaging value chain while supporting policies that promote competitiveness, sustainability and wider adoption of fibre-based packaging.

Birmoser said the association has an important role in bringing the industry together as companies respond to economic uncertainty, regulatory change and evolving customer requirements.

He also emphasized the importance of maintaining constructive engagement with policymakers and industry stakeholders to support the long-term development of Europe’s cartonboard sector.

Extensive Experience Across the Global Forest Products Industry

Birmoser brings more than two decades of experience in the forest products and cartonboard industries.

As Executive Vice President of Cartonboard at Stora Enso, he is responsible for the company’s global cartonboard business. His career has included senior leadership positions in Europe and South America, including serving as Chief Executive Officer of Veracel Celulose, where he gained experience in pulp production, business transformation and international operations.

His background combines commercial management, operational leadership and strategic business development across multiple segments of the forest-based products industry.

Association Continues to Expand Its Industry Role

Under the leadership of outgoing President Michele Bianchi, Pro Carton broadened its role within the European packaging sector, including the integration of another cartonboard association and the development of a more comprehensive industry platform representing the cartonboard value chain.

The association has also increased its engagement with European policymakers as discussions surrounding packaging sustainability, recyclability standards and circular economy legislation have intensified.

According to Pro Carton, these developments have strengthened the organization’s ability to represent the interests of cartonboard manufacturers while supporting science-based policy discussions on fibre-based packaging.

Fibre-Based Packaging Remains Central to Europe’s Circular Economy

The appointment reflects the growing strategic importance of cartonboard within Europe’s transition toward a circular packaging economy.

As governments introduce stricter packaging regulations and brand owners expand the use of renewable and recyclable materials, fibre-based packaging continues to play an increasingly significant role in reducing dependence on fossil-based materials while supporting established paper recycling systems.

Industry associations are expected to remain influential in coordinating collaboration between manufacturers, converters, retailers and policymakers as the sector implements PPWR requirements over the coming years.

With new leadership in place, Pro Carton is expected to continue promoting cartonboard as a renewable packaging material while supporting innovation, regulatory alignment and sustainable growth across Europe’s paper and packaging industry.

Last Updated on 30/06/2026 by Jota Machinery