Since 1984, Jacques Semoulin has been an integral part of the family business’s history. An engineer by training, a brilliant tinkerer, and a discreet visionary, he embodies the subtle balance between artisanal tradition and industrial innovation that defines the very DNA of Semoulin Packaging.
In this article, discover the professional journey of a key figure behind Belgium’s trusted expert in paper packaging.

A Life Rooted in Innovation

It’s almost fate: Jacques lives just a stone’s throw from the company. “When I came back after my engineering studies, I started by taking over the mechanical workshop. Then I became production manager, head of safety and hygiene… and today, I’m training my successors,” he says with a hint of nostalgia.

But to sum up his journey merely through job titles would be a disservice. Jacques is, above all, an inventor at heart — a true packaging ‘Géo Trouvetou’ (Jack-of-all-trades), capable of imagining, designing, and building machines from scratch.

An example? A remarkable machine designed to package “smiling potatoes”. The client wanted dynamic, eye-catching packaging that highlighted their product with a big smile. To achieve that, Jacques sketched out the entire machine himself, then had the parts machined and assembled in-house. “We produced medium-sized parts ourselves. The whole process was thought out down to the smallest detail.”

From Mandalas to Union Jacks: Creativity in Die-Cutting

When asked whether he remembers a particularly difficult die-cutting project, his eyes light up. He gets up and rummages through some boxes for prototypes.

Moments later, he returns with examples of intricate mandala-shaped packaging and even a full Union Jack flag made entirely out of paper.

He even recalls a fun yet complex project: “I worked on a beach-themed design for cane sugar. The packaging literally illustrated a beach made of sugar. It was amazing.”

As highlighted in a previous article, every packaging project at Semoulin Packaging undergoes extensive in-house study: the shape, resistance, type of paper, product preservation… nothing is left to chance. Above all, everything is designed to respond with agility to often highly specific client demands.
“The client has the vision — an artistic and practical one. Our job is to adapt. That’s been our strength since day one at Semoulin Packaging.”

Custom-Built Machines and a Unique Knowledge Base

One of Jacques’s greatest achievements has been his contribution to building a genuine technical legacy and fostering innovation at Semoulin Packaging. Each machine is based on reusable standard modules.
“It’s a bit like the automotive industry: I can take an existing unit and adapt or modify it to create a new machine. That gives me a high recovery rate — which saves both time and materials.”

He adds that “doing things in-house, when you have the skills, not only cuts costs (5 to 10 times cheaper), but above all lets you focus on creativity, technical challenges, and maintaining leadership in the sector.”

Constant Adaptation to a Changing Packaging Industry

The packaging world has changed significantly since Jacques began. “I know every machine by heart. And when they changed, I adapted.” He specifically mentions the shift from rotogravure to flexography — the latter being more cost-effective and flexible.

“You need to stand out, think differently. We aim for modest output but with high added value.” This commitment to differentiation is a core driver of the company’s strategy.

A Lasting Legacy for the Future of Packaging

Today, Jacques focuses on passing down his knowledge. He trains new teams, shares his expertise, and still takes part in technical decision-making. But always with a clear vision: development grounded in precision, customization, and client-centric thinking.

What does Jacques believe sets Semoulin Packaging apart?
“Our ability to find technical solutions, to stay agile, to do what others won’t. We’ve become specialists in tailor-made solutions — and our clients know it.”

Looking for a New Paper Packaging Supplier? Get in touch with the Semoulin Packaging team and discover the best that paper packaging has to offer!