New Pro Carton general manager to stress ‘unique’ advantages of cartonboard

Winfried Muehling

PRO Carton, the European association of carton and cartonboard manufacturers, has appointed Winfried Muehling as the organisation’s new general manager after the retirement of Tony Hitchin.

He will be tasked with continuing to promote cartonboard and cartons to brand owners, retailers, consumers, and government, highlighting it as a ‘modern, renewable and recyclable’ form of packaging, with ‘unique’ design and promotional assets.

With almost 30-years’ experience in the packaging and FMCG industry, Winfried Muehling has held senior roles in the chemical, food and beverage and capital equipment sectors. His previous positions include VP corporate accounts at Ecolab, sales director for MM Board & Paper, VP sales management at Tetra Pak, and, most recently, global key account director at Amcor.

Horst Bittermann, president of Pro Carton, said, “I am delighted that Winfried has joined the Pro Carton team. He brings a wealth of industry knowledge and experience, from a global perspective, and has an innate understanding of consumer trends and expectations within packaging. 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.

“I thank Tony Hitchin for five years of dedicated service that have put cartonboard at the heart of conversations about sustainable packaging. Now, with the UN Climate Change Conference (COP26) taking place in just a few weeks, we are at a pivotal time. Businesses need to consider their choices and under Winfried’s leadership Pro Carton will further promote the sustainability credentials of cartons, positioning it as the material of choice for forward thinking brands.”

Winfried Muehling added, “It is an honour to be appointed as the new general manager of Pro Carton and I am excited for the opportunities that lie ahead. 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. With cartonboard we meet all the requirements for a circular economy today already. I am passionate about the environment and protecting it for future generations, which is why I want to ensure cartonboard packaging becomes the premier sustainable packaging solution.”