ATLANTA, Nov. 4, 2026 – Ģ��TV���� Holding Company (NYSE: GPK), a global leader in sustainable consumer packaging, is providing North American nutraceutical brands access to a rigid plastic packaging alternative with the Boardio paperboard canister, now available via Combined Technologies, Inc. (CTI), an Indiana-based co-packing partner serving the health and wellness market.

With 26 years of packaging experience, CTI supports customers across North America from its Bristol, Indiana contract packaging plant. The company specializes in primary and secondary packaging for nutraceutical and other over-the-counter products, including gummies, vitamins, tablets and capsules, softgels, powders and other health-focused formats.

As consumer expectations and retailer sustainability goals continue to reshape the category, Ģ��TV���� is partnering with CTI and other co-packers to facilitate access to alternatives to conventional plastic bottles and tubs. Boardio offers a practical, scalable option made primarily from paperboard, with tailored barrier options to�� protect against oxygen and moisture.

“The health and wellness aisle is highly competitive, and many brands are looking for packaging that better reflects their values while helping them stand out,” said Jerry Thompson, President and Owner, CTI. “By offering Ģ��TV����’s Boardio solution, we can give our customers access to an alternative to rigid plastic that delivers the shelf appeal, product protection, operational efficiency, and economics they need.”

CTI offers Boardio packaging in a range of sizes and barrier levels, including high-barrier options for applications requiring enhanced protection.

For brands seeking shelf differentiation, Boardio also offers high-quality, vibrant, 360-degree print, helping move products away from the “sea of sameness” often seen in traditional nutraceutical bottles. Boardio delivers strong visual branding without the need for a separate label, giving customers more space to communicate and describe benefits, provide usage information and promote the brand. The format also offers a competitive cost profile, with many customer projects showing savings versus traditional plastic tubs or bottles.

“Our job is to help customers find packaging that works — not just from a sustainability perspective, but also in terms of product protection, cost, operational efficiency and retailing. With Boardio, we advise customers on materials, barriers and package formats needed to get a product successfully to market,” added Thompson.

Boardio can reduce plastic use by more than 90% versus rigid plastic cans, depending on the final packaging configuration. Its structure is designed for easy handling, stacking, opening, and reclosing, while available barrier options can help protect product quality for dry and sensitive applications such as supplements, vitamins, powders, gummies, and similar products.

About Ģ��TV���� Holding Company

Ģ��TV���� designs and produces consumer packaging made primarily from renewable or recycled materials. An industry leader in innovation, the Company is committed to reducing the environmental footprint of consumer packaging. Ģ��TV���� operates a global network of design and manufacturing facilities serving the world’s most widely recognized brands in food, beverage, foodservice, household, and other consumer products. Learn more at www.graphicpkg.com.

Contact Information

Media: Comms@Graphicpkg.com

About Combined Technologies, Inc.
Founded in 2000, Combined Technologies, Inc. (CTI) is a contract packaging company specializing in primary and secondary packaging solutions for the nutraceutical, health and wellness, and consumer products industries. From its facility in Bristol, Indiana, CTI provides bottling, pouching, cartoning, Boardio packaging, display assembly and other packaging services for gummies, tablets, capsules, powders and related products.  CTI combines flexible manufacturing capabilities with rigorous quality and food safety programs, sustainable packaging capabilities and a service-oriented approach to help brands bring new products and packaging formats to market.

Contact Information

��

sales@ctipack.com

Most of us interact with packaging dozens of times a day. Yet every package represents a series of decisions about materials, manufacturing, design and what happens after use. 

Those decisions matter. Packaging helps protect items, reduce waste and keep the products people rely on moving through the systems that support everyday life. It also influences how natural resources are used, recovered and reused. 

So, what does “better” look like across the life of a package? 

Let’s follow the journey. 

Before a Package Reaches a Shelf, Where Does It Begin?

For many packages, the answer is a forest. 

Today, brands are increasingly expected to understand where wood fiber comes from. Responsible forestry is the backbone of the paper industry, driving sustainably managed forests, while ensuring a reliable supply of renewable fiber for future generations. 

Responsibly managed forests do much more than provide raw materials. They help support biodiversity, provide habitat for wildlife, store carbon and protect water resources, while contributing to the long-term vitality of communities connected to the forest products value chain.

What Is Sustainable Forest Management?

Many forests that supply fiber for paperboard packaging are actively managed through a cycle of planting, growing, harvesting and regeneration. 

Third-party certification systems such as SFI®, FSC® (FSC-C106260), and PEFC (PEFC/29-31-224) support responsible sourcing through standards related to forest management, biodiversity and supply-chain traceability. Together with regulatory requirements aimed at preventing deforestation and forest degradation, these frameworks strengthen confidence in sourced fiber. 

Supporting those standards are forestry professionals who work with landowners and suppliers to conduct field inspections and verify responsible forestry practices. 

Better by the Numbers

99%

of Ģ��TV����’s purchased forest products qualified as sustainably sourced in 2025, based on third-party certification (SFI®, FSC® or PEFC). 

---

55 miles

average distance wood travels from forest to Ģ��TV����’s wood-based paperboard mills, supporting local forestry jobs, small landowners and shorter hauling distances.

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What Happens Before a Package Becomes a Package? 

Before a package protects a product, manufacturers are working to make the most of every resource behind it. 

Making packaging efficiently requires continuous improvements across the use of: 

• Energy. Packaging manufacturers are working to increase the use of renewable energy and improve usage throughout their operations. Sometimes that means upgrading equipment. Sometimes it’s recovering heat and steam that would otherwise be lost. 
• Materials. Rather than viewing waste as the inevitable by-product of manufacturing, a circular approach seeks to maximize the value of materials at every stage. This can include designing packages to use less material, recycling paperboard scrap back into production, repurposing manufacturing by-products, and using residual tree materials as renewable fuel to help power operations. 
• Water. Water helps carry fiber, generate steam and cool equipment. As a result, mills continuously look for opportunities to reuse water, improve efficiency and reduce the need for freshwater withdrawals where possible.   

Before manufacturers can improve operational efficiency, they must have an environment where people can work safely. 

“Safety and sustainability are both about taking responsibility for the long-term health of our people, our operations and our business. They rely on many of the same skills: identifying risks, solving problems and continuously looking for ways to improve.” 

— Jim Cline, Vice President, Health, Environmental, Safety, Security and Sustainability, Ģ��TV����

Better by the Numbers

66%

of energy used in Ģ��TV����’s paperboard operations came from renewable sources in 2025.��

---

66%

of waste generated across Ģ��TV����’s global operations was diverted from landfills and incinerators in 2025.��

What Makes a Package Better?  

The choices made during design can influence a package’s journey long after it leaves the shelf. 

A package must do more than hold a product. It needs to protect what’s inside, work efficiently in manufacturing and distribution environments, meet retailer requirements, support brand goals, create a positive consumer experience and help keep materials in use longer.

Ģ��TV����’s Better by Design methodology helps evaluate decisions through three interconnected lenses: circularity, functionality and convenience.

Packaging design is also being influenced by a rapidly evolving regulatory landscape. Around the world, new requirements related to recyclability, material use and producer responsibility are changing how packaging is designed and evaluated.

Packaging manufacturers, brands, retailers, recyclers, industry organizations and policymakers all play a role in shaping the next generation of packaging solutions.

“Some of the most important packaging innovations emerge through collaboration. Advancing circularity requires input from across the global value chain, from brands and packaging manufacturers to recyclers, industry organizations and policymakers. Each helps shape what is both possible and practical but also ambitious to advance towards a circular economy.” 

— Elodie Bugnicourt, Sustainability Director International, Ģ��TV����

What Happens After a Package is Used?

A package’s story doesn’t necessarily end when it’s empty.

Once a package has served its purpose, what happens next depends on much more than the package itself. Collection systems, recycling infrastructure, consumer participation, end-market demand and package design all influence whether materials can be recovered and used again.

Packaging suppliers are incorporating design-for-recycling principles, testing packaging in real-world sorting and recycling systems and exploring alternatives to formats that are difficult to recycle. Industry organizations, recyclers and manufacturers also work together to help shape the standards and guidelines that influence how packaging is designed and evaluated for recycling.

When collection, sorting and recycling systems work effectively, today’s package can contribute to tomorrow’s paper-based products. In that way, the end of one package’s lifecycle can become the beginning of another, helping valuable fiber remain in use longer and creating another opportunity to make packaging better.

Better by the Numbers

96%

of products sold in 2025 were designed to be recyclable where collection and recycling systems exist. 

---

5 to 7

times that fiber can typically be recovered and recycled into new paper-based products before reaching the end of its useful life.

Source: Ģ��TV���� International’s 2025 Impact Report

SFI marks are registered marks owned by the Sustainable Forestry Initiative Inc.

Some of the industry’s most important conversations happen at .

PACK EXPO, one of North America’s largest packaging and processing events, brings together industry leaders from across consumer goods markets to explore the technologies, trends and priorities shaping packaging decisions today. This year, three themes surfaced repeatedly in conversations across the show floor: EPR, brand differentiation and manufacturing flexibility.

PACK EXPO NEWS

ABOVE: Packaging Digest reported on Ģ��TV����’s AmeriStar People’s Choice Award win for EnviroClip Beam for Harry Brompton’s Peach Iced Tea. The recognition capped a strong showing at the event, where Ģ��TV���� solutions earned , including wins in the Beverage, Non-Alcoholic and Food, Shelf Stable categories.

Trend 1

EPR Moves From Policy Discussion to Business Planning

Extended producer responsibility (EPR) programs require producers to take a greater role in funding and managing the systems that collect, sort and recycle packaging after use. While EPR programs are established in many markets, requirements continue to evolve as new legislation and implementation efforts advance around the world.

EPR was top of mind at PACK EXPO as brands sought to better understand how evolving requirements may affect packaging decisions. As packaging regulations evolve, companies are taking a closer look at how packaging performs not only on the shelf and through the supply chain, but also within recovery and recycling systems.

Material choice is increasingly part of that conversation.

INDUSTRY PERSPECTIVE

“Paperboard brings together versatility, performance, and the unique advantage of a renewable resource. As brands evaluate sustainability, recyclability, total cost of ownership, and evolving EPR requirements, these advantages become increasingly important.”

—

Why EPR Is Getting Attention

• Reporting and compliance requirements are increasing.
• Packaging data is becoming more important, including material specifications, weights and components.
• Packaging design and material choices may influence producer obligations and fee structures.
• Companies selling into multiple markets often face different requirements by geography.
• Packaging decisions increasingly require balancing product protection, operational efficiency, material use, consumer expectations and regulatory requirements.

FROM THE SHOW FLOOR

---

Boardio Paperboard Canister

A common question in EPR discussions is whether alternative packaging formats can meet the same performance and consumer expectations as the formats they may replace. One example featured at PACK EXPO was Boardio, a rigid paperboard canister for certain applications traditionally served by plastic tubs, glass jars and metal containers. Boardio offers performance and consumer convenience equivalent to the formats it replaces, while potentially delivering product cost savings and lower EPR fees, depending on the packaging specification and market.

Trend 2

Brands Continue Investing in Shelf Differentiation

Brand differentiation held strong as another recurring theme. As consumers weigh purchases more carefully and competition continues to intensify across categories, packaging remains one of the most visible ways for brands to communicate quality, value and brand identity.

For many brands, standing out is no longer just about attracting attention. It’s about helping consumers quickly understand why a product is worth choosing. According to Mintel research, approximately six-in-10 U.S. consumers say attractive packaging can make them more likely to choose a food product, and nearly two-thirds say distinctive packaging makes beverage products more appealing.

To create a more distinctive shelf presence, many brands continue to invest in:

• Innovative structural design
• Impactful graphic design
• Premium print effects

Increasingly, brands are looking to achieve these effects while also considering recyclability, EPR readiness and other sustainability objectives, reflecting a broader shift toward packaging solutions that balance multiple business priorities.

PACK EXPO NEWS

ABOVE: Ģ��TV���� Global Marketing Director about premiumization trends at PACK EXPO.

FROM THE SHOW FLOOR

---

Keurig Coffee Collective

Designed to feel more like a premium rigid box than a traditional folding carton, the award-winning Keurig Coffee Collective carton combines a two-piece lid-and-base structure with gold foil, spot gloss and bold color panels to create a distinctive shelf presence and a more intentional opening experience. The design earned both a PPC Judges Award and an AmeriStar Award, reflecting the continued importance of structure, print and finishing in brand differentiation.

Trend 3

Flexibility Remains a Driving Force in Beverage Packaging

Machinery occupied a significant portion of the PACK EXPO show floor, offering a clear view into the operational challenges beverage producers are working to solve. Across conversations with customers and industry stakeholders, one theme surfaced repeatedly: the need to manage more formats, more pack configurations and more frequent changeovers without sacrificing productivity.

Beverage producers continue to expand their product portfolios with new flavors, package sizes, multipack formats and channel-specific offerings. As a result, production lines are expected to handle greater variety while maintaining efficiency and uptime.

For many operations, the conversation is no longer centered solely on maximum line speed. A machine’s top speed matters, but productivity also depends on how efficiently a line can transition between formats, support operators and return to production. Flexibility, ease of changeover and uptime remain important considerations as producers evaluate equipment investments.

Operational Priorities on the Show Floor

• Automation and operator support
• Efficient changeovers
• Production flexibility across formats
• Line efficiency and uptime
• Equipment designed to support future packaging needs

FROM THE SHOW FLOOR

---

QuikFlex and AutoClip Machinery

Ģ��TV���� showcased multiple machinery solutions designed to serve different production environments, from craft beverage operations and co-packers to high-volume manufacturers. Featured solutions included the QuikFlex 40 multipack system, the high-speed QuikFlex 2100G4 and the AutoClip EBB1200 multipack clip applicator. Together, they illustrate the industry’s growing focus on equipment that can accommodate changing formats, streamline changeovers and support efficient production across a range of operational requirements.

The Common Thread

The conversations at PACK EXPO underscore a common reality: packaging decisions rarely exist in isolation. Regulatory developments, competitive pressures and operational requirements are increasingly interconnected, requiring companies to balance multiple business priorities at once.

for additional insights from PACK EXPO and other industry events.

ATLANTA, Sept. 28, 2026 – Ģ��TV���� Holding Company (NYSE: GPK), a global leader in sustainable consumer packaging, today announced that Aditya Gandhi has been appointed Vice President and Chief Accounting Officer, effective Sept. 28. He will report to Charles D. Lischer, Interim Chief Financial Officer.

Gandhi joins Ģ��TV���� from AptarGroup, Inc., where he served as Chief Accounting Officer. Previously, he spent nearly five years at Sonoco Products Company, including nearly four as Chief Accounting Officer. He also held senior roles at WestRock, including Segment Controller for its Consumer Packaging business.

“Aditya brings an excellent track record, combining deep experience in accounting advisory services, finance and as a Chief Accounting Officer in the paper and packaging industry,” President and Chief Executive Officer Robbert Rietbroek said. “His record of optimizing financial operations will be valuable as we continue to strengthen our business and create long-term value.”

Earlier in his career, Gandhi held a senior technical accounting role at GE and spent more than a decade with Deloitte. His Deloitte tenure included senior roles in the firm’s National Office and London, where he advised clients on complex accounting matters under U.S. GAAP and IFRS.

“Ģ��TV���� has a strong foundation and a clear focus on performance and value creation,” Gandhi said. “I look forward to partnering with teams across the organization to develop our people, strengthen our finance capabilities and enable disciplined execution of the Company’s business and financial priorities.”

Gandhi holds a bachelor’s degree in commerce, with a concentration in financial accounting and auditing, from the University of Mumbai. He is a Certified Public Accountant.

About Ģ��TV���� Holding Company

Ģ��TV���� designs and produces consumer packaging made primarily from renewable or recycled materials. An industry leader in innovation, the Company is committed to reducing the environmental footprint of consumer packaging. Ģ��TV���� operates a global network of design and manufacturing facilities serving the world’s most widely recognized brands in food, beverage, foodservice, household, and other consumer products. Learn more at www.graphicpkg.com.

Contact Information

Media: Comms@Graphicpkg.com

Investors: Investor.Relations@Graphicpkg.com

Packaging rarely stays in one place for long. Before a carton reaches a customer, paperboard may travel between facilities; scrap may be collected and returned for recycling; and finished packaging may move through warehouses, distribution networks and delivery routes.

Each mile represents an opportunity to improve efficiency and sustainability. That idea sits at the heart of Ģ��TV����’s initiative to better understand how materials and packaging move through its network and identify practical ways to optimize transportation, serve customer needs and contribute to the company’s broader sustainability objectives. As part of the company’s Better, Every Day sustainability strategy, the initiative applies a continuous-improvement mindset to transportation and logistics, helping evaluate opportunities across its network.

Watch: Ģ��TV����’s head of logistics shares how the company is advancing transportation initiatives and why they matter to its Better, Every Day journey.

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Every Route Is a Decision

Every transportation decision involves a series of tradeoffs. The carrier selected for a route, the mode used to move freight, the efficiency of a trailer load, and the location of inventory can all influence service levels, costs, operational performance, and emissions. What appears to be a transportation decision often shapes outcomes across the business.

That interconnected nature is what inspired Ģ��TV����’s approach. Rather than pursuing a single solution, the initiative is built around the idea that meaningful improvements often come from addressing multiple parts of the transportation network.

“Customers experience the outcomes of logistics every day, whether that’s product availability, service reliability or support for their sustainability objectives. What they don’t always see are the thousands of decisions behind those outcomes. We want to approach those decisions with greater visibility, better data and a long-term view of how value is created across the network.”

— Domingo Amunategui, Vice President of Logistics, Ģ��TV����

Our Better Logistics initiative is organized around four key areas. Each represents a different lever for improving efficiency and performance, recognizing that transportation outcomes are rarely driven by a single decision or technology.

1. The first is carrier selection, partnering with transportation providers that operate modern fleets, maintain strong service standards and are making investments in sustainability.
2. The second is mode conversion, identifying opportunities to shift freight to rail, intermodal or other transportation modes where it makes operational and business sense.
3. The third focuses on alternative fuels, including pilot programs involving renewable natural gas and electric vehicles in select regions.
4. The fourth is network and payload optimization, an ongoing effort to reduce empty miles, increase trailer utilization and improve the efficiency of the transportation network overall.

“The best transportation solutions align with both business and sustainability objectives,” Amunategui said. “That’s why we’re focused on a mix of near-term opportunities that can create value today and longer-term initiatives that help us prepare for the future. Just as importantly, we’re working closely with our carrier partners, whose expertise, infrastructure and willingness to innovate help us explore opportunities we might not otherwise be able to access on our own.”

Taking a Different Route

A route that works well in one region may not make sense in another. Customer requirements, operating environments, infrastructure, distance, and available technologies all influence the decisions logistics teams make every day.

That’s why delivering better packaging logistics is about exploration as much as execution. Across North America and Europe, teams are testing different approaches, gathering data and evaluating how transportation solutions perform in real-world conditions.

KEY PROJECTS

In the Midwest: Exploring Renewable Natural Gas

In the Chicago-Kalamazoo corridor, Ģ��TV���� is using eight renewable natural gas (RNG)-powered trucks. The routes play an important role in supplying paperboard to facilities and customers while returning recovered fiber for repulping and reuse. Powered by RNG generated from organic waste sources, including landfill gas, the trucks represent an opportunity to reduce transportation-related emissions within an established freight network while maintaining the reliability required for day-to-day operations.

In the Pacific Northwest: Testing Electric Transportation

In the Pacific Northwest, two fully electric trucks operate on dedicated, short-haul routes across the Portland area, helping move materials and finished packaging between key Ģ��TV���� facilities and customers. The project also required charging infrastructure, underscoring the role strategic partnerships can play in helping new transportation technologies move from concept to day-to-day operations.

In the United Kingdom: Accelerating Electric Freight

Across the Atlantic, Ģ��TV���� is operating two electric heavy goods vehicles (eHGVs) on routes serving facilities in the East Midlands and North East of England. The project builds on the UK transportation team’s longstanding efforts to improve fleet efficiency through better vehicles, data and routing decisions, work previously recognized with a . The vehicles are part of a broader industry effort exploring how shared charging infrastructure, fleet data and cross-sector collaboration can enable wider adoption of electric freight transportation.

“What stands out about Ģ��TV����’s approach is that sustainability is being managed through the same data-driven lens as operational performance. Today, 91% of its U.S. freight miles are hauled by SmartWay-ranked carriers, compared with a paper and packaging industry benchmark of 79%. That reflects measurable progress in reducing the environmental impact of transportation across its network.” ^{1, 2}

— Heather Ewing, Vice President Enterprise Solutions, Breakthrough

Choosing the Next Route

The timing is significant.

Companies are working to improve the efficiency and resiliency of complex supply chains amidst geopolitical uncertainty, shifting trade patterns, extreme weather events and continuously evolving consumer expectations. Additionally, brands are looking for more accurate transportation and emissions data for sustainability reporting, including tracking Scope 3 emissions.

Packaging design can play a role, too, with solutions that ship more efficiently, improve pallet utilization or reduce the need for secondary packaging.

At the same time, new technologies, alternative fuels, and improved data visibility are creating new opportunities to evaluate and optimize transportation networks. For Ģ��TV����, logistics is about understanding those opportunities today while building the knowledge, experience and flexibility to navigate whatever comes next.

1 Percentage of freight miles hauled by SmartWay carriers is based on truckload carriers within the network.

2 Industry benchmarks are based on Breakthrough Transportation Sustainability Indices.

ATLANTA, Sept. 17, 2026 – Ģ��TV���� Holding Company (NYSE: GPK), a global leader in sustainable consumer packaging, has been recognized among America’s leading corporate citizens, ranking No. 5 overall and No. 1 in the materials sector on 3BL’s 2026 100 Best Corporate Citizens list. The recognition reflects Ģ��TV����’s long-standing commitment to community, environment and governance leadership — an important foundation for the company’s next phase of business optimization and growth.

Since 1999, the ranking has assessed the 1,000 largest publicly traded U.S. companies based on their performance and transparency across key areas of corporate citizenship. Ģ��TV���� also earned top-five rankings in both environment and human rights, reflecting strong performance in areas including resource efficiency, responsible sourcing and human rights due diligence throughout its value chain.

“We are honored to rank among the top five and first in the materials sector on the 2026 100 Best Corporate Citizens list,” said Robbert Rietbroek, president and chief executive officer of Ģ��TV����. “This recognition reflects the high standards our teams uphold and our continued focus on operational excellence as we deliver sustainable packaging that helps our customers advance their environmental and business goals.”

The 3BL recognition adds to several independent honors Ģ��TV���� received in 2026, including:

• 2026 World’s Most Ethical Companies® by Ethisphere
• World’s Most Admired Companies by Fortune
• for 2026 by JUST Capital

While each recognition is based on a distinct methodology, together they reflect a consistent record of performance across ethics, sustainability, transparency and corporate citizenship.

About 3BL’s 100 Best Corporate Citizens of 2026

The 2026 ranking considers 221 factors across seven pillars and is based on a continuously evolving methodology developed in partnership with ISS STOXX and informed by extensive stakeholder feedback. Less than 20% of all Russell 1000 companies have placed among the 100 Best Corporate Citizens over the past five years.

Unlike other rankings, all data considered for the 100 Best Corporate Citizens must be publicly available, and there is no fee for companies to be considered. The data and information used for the 2026 ranking were published between June 2025 and June 2026.

To view Ģ��TV����’s complete 2026 ranking and methodology, visit .

About Ģ��TV���� Holding Company

Ģ��TV���� designs and produces consumer packaging made primarily from renewable or recycled materials. An industry leader in innovation, the Company is committed to reducing the environmental footprint of consumer packaging. Ģ��TV���� operates a global network of design and manufacturing facilities serving the world’s most widely recognized brands in food, beverage, foodservice, household, and other consumer products. Learn more at www.graphicpkg.com.

About 3BL

Since 2009, more than 1,500 companies have trusted 3BL to distribute their news to credible publishers — extending beyond press releases to the full range of stories that shape stakeholder perception. From Fortune 500 companies to nonprofits, 3BL combines targeted distribution, strategic insights, and measurable analytics to track what’s reaching audiences, identify what’s resonating, and provide the guidance teams need to keep improving. Our digital media division, TriplePundit, covers business through the lens of solutions journalism and supports brand storytelling through the 3BL Studio. Learn more .

Contact Information

Media: Comms@Graphicpkg.com

Investors: Investor.Relations@Graphicpkg.com

Ģ��TV���� President and CEO Robbert Rietbroek has been recognized by Maastricht University as a .The recognition honors graduates whose leadership and contributions have made an exceptional impact in their fields and in society. 

Rietbroek earned a master’s degree in economics and business administration from Maastricht University’s School of Business and Economics in 1996.  

Founded in 1976, Maastricht University has one of Europe’s most international student populations, with more than half of its nearly 22,000 students coming from outside the Netherlands. Its School of Business and Economics holds  from AACSB, EQUIS and AMBA—a distinction held by approximately 1% of business schools worldwide. 

Maastricht’s problem-based learning model asks students to work collaboratively, examine issues from multiple perspectives and apply knowledge to complex, real-world problems.  

“The problem-based learning model at Maastricht University shaped how I approach complexity and ambiguity,” Rietbroek told the university. “Learning to evaluate issues from economic, cultural and social perspectives prepared me well to lead organizations across emerging and developed markets.” 

The recognition follows a recent , where Rietbroek returned to the School of Business and Economics and reflected on the role the university played in his professional development.

A Career Across Markets and Industries 

Over nearly three decades, Rietbroek’s career has spanned four continents, five languages and some of the world’s best-known consumer brands. He spent 15 years at Procter & Gamble before moving into senior global leadership positions at Kimberly-Clark and PepsiCo. He later served as CEO of Primo Water and led its transformative merger with BlueTriton Brands to create Primo Brands. 

Across those roles, Rietbroek repeatedly took on businesses navigating growth, operational change and shifting consumer expectations. He describes his leadership approach as combining a long-term perspective with disciplined execution, particularly when the path ahead is uncertain. 

“When the path is not obvious, the stakes are high, and teams need clarity and direction. That is when leadership matters most.” 

Rietbroek also credits unfamiliar assignments—across different markets, cultures and parts of the business—with shaping his judgment as a leader. 

“Some of the most valuable experiences in my career came from stepping into unfamiliar markets, cultures and business challenges. That discomfort builds judgement and resilience.” 

He encourages students and emerging leaders to seek similarly stretching experiences, remain curious and continue developing the financial, commercial and leadership capabilities that will prepare them for opportunities they may not yet anticipate. 

“Embrace risk, accept opportunity, stay curious, and prioritize learning,” he advises. “Careers are rarely linear—credibility is built through consistent performance, and opportunities often arise because people trust you with the next challenging assignment.” 

Asked what advice he would offer students and emerging leaders, Rietbroek emphasized accepting assignments that stretch their capabilities and experiences that encourage learning throughout their careers. 

Read Maastricht University’s feature, “,” to learn more about Robbert’s career journey, leadership philosophy and advice for the next generation of leaders.