Interview
One year of transformation: adapa Group takes stock
A year into the transformation initiated in mid-2024, adapa Group’s CEO Noël Kasmi and head of group HR Aránzazu Salguero Cruz reflect on the group’s journey and the road ahead.
goals. Equally important: we have the strong backing of our stakeholders, who are confi dent that fl exible packaging has a promising future. Noël Kasmi: This fi rm support is refl ected in the ongoing updates and enhancements of our technological capabilities. Organic growth is central to our strategy. Recently, we installed a state-of-the-art printing press and plan to introduce another still this year, underscoring our dedication to leveraging cutting-edge technology and a variety of capabilities. With investments of this kind, we are constantly adapting to the rapidly changing market and evolving product requirements. Our strategic fl exibility is a great advantage here.
How does adapa’s history shape its role on the market today? Aránzazu Salguero Cruz:
Noël Kasmi, looking back to mid-2024, what was the situation when you took over as CEO of adapa Group? Noël Kasmi:
When I joined the company in June 2024, we were – and still are – in the midst of an industry-wide transformation with a changing regulatory landscape. This leads to uncertainty and high expectations on the part of our customers. In the future, packaging solutions will have to fulfil a variety of requirements at the same time, they should be recyclable, efficient and machine-compatible and, of course, protect the product packed. In addition, the adapa brand had only just been launched at Fachpack 2022 and we still had to sharpen our brand’s positioning on the market and our brand identity. A targeted transformation process was needed to remain competitive in the long term. The conditions for this are promising, as the adapa Group has considerable potential.
After one year at adapa, what stands out the most to you?
Aránzazu Salguero Cruz:
adapa brings everything needed to achieve sustainable success. We combine the strength of a leading European packaging group with the customer focus and hands-on support of a local provider. Our portfolio is impressively diverse – ranging from ultra-thin high-performance fi lms to innovative paper-based solutions. Behind this lies our deep expertise across the entire value chain of fl exible packaging, from extrusion to printing and converting. The true backbone to our success is our experienced and energetic people. I am very proud of what we have achieved together, thanks to their strong commitment.
In just one year, we have laid a solid foundation to unlock our full potential and drive sustainable growth. Our European leadership team consists of experienced professionals who streamline processes and align all activities toward shared
The adapa Group originated from a group of family-run businesses whose roots date back to the 19th century. Today, we are on the path to becoming “one adapa” – with a unifi ed corporate culture, a clear brand identity and a customer-centric organisation. This means we not only have a long history, but also combine deep expertise with a wealth of experience. Many of our customers have been with us for generations, and we have continuously evolved alongside them. Numerous employees have been part of the company for over 30 years - which shapes our extensive know-how. We value this profound expertise and their customer- focussed approach very much. Even though the packaging industry can sometimes feel a bit old-fashioned, with processes and machines that are in some cases older than I am, I am truly excited by the potential this industry holds, especially by the way adapa is embracing change and opening up new perspectives. adapa combines the best of both worlds, tradition and innovation: the reliability and experience of an established group with the drive and entrepreneurial spirit of a young brand.
48
July/August 2025
www.convertermag.com
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