CEO Outlook: Thinking outside the box with Tony Smurfit, Smurfit Kappa Group

Tony Smurfit almost became a professional racehorse breeder at a young age, but the call of the family business ultimately led him to forge a long and successful career with Smurfit Kappa. Led by his father and grandfather before him, Smurfit Kappa was the first major Irish multinational company, and today is the number one company in Europe producing corrugated packaging, and one of the leading paper-based packaging companies in the world . If you order an appliance for your home, there is 1 in 5 chance it will arrive in one of the company’s boxes. 

Tony Smurfit always had a passion for business, setting up a profitable tuckshop in his school, and then establishing himself as a highly successful racehorse breeder. But the family business was “in [his] blood” and, thirty years after entering the company via a graduate training programme, he became Group CEO. It is a role that sees him lead 46,000 employees in 35 countries, spread across over 350 production sites. In 2019, the company’s revenues hit €9bn. 

In this episode of The EY Podcast: CEO Outlook series, Tony Smurfit talks to host Richard Curran about his 30-year journey to the top of one of Ireland’s most successful multinational PLCs. A story of immense highs and lows, the most recent chapter involves applying his distinct management style to guiding his people through the COVID-19 pandemic. Tony and Richard also talk about:

·       Tony’s experience of contracting and overcoming COVID-19.

·       Sustainability – why he is proud to produce a packaging material that is far more environmentally friendly than plastic. 

·       How to maintain one company culture across 35 countries.

·       His management style – constant communication, leading with integrity, and never being called ‘Sir’. 

·       Why COVID-19 has changed business travel as we know it forever.