The announced merger between Smurfit Kappa and WestRock has been making waves across the pulp and paper industry. The creation of such a dynamic packaging company with an expanded global reach, increased production capacity, and a strong focus on innovation and sustainability has many stakeholders considering the impacts it could create. …The question that arises is whether customers will seek an alternative source of supply or consolidate their packaging purchases from Smurfit WestRock. Either way, this decision by customers could present both opportunities and risks for competitors in the industry. Some customers may prefer the convenience and efficiency of a single supplier that can cater to their needs across different regions. The potential consolidation could create an opportunity for Smurfit WestRock to secure new customers and grow its market share.