Interview
developing our company structure and aligning our product portfolio with the PPWR requirements. This includes proactively supporting our customers with Designed for Recycling solutions and keeping them informed with the latest industry insights. Our priority is to create a seamless and reliable customer experience. We aim to build long-term, sustainable partnerships, which is why we put our customers at the heart of everything we do. Aránzazu Salguero Cruz:
Is adapa ready for the PPWR (Packaging and Packaging Waste Regulation)? Noël Kasmi:
We are in the perfect position to guide our customers smoothly through this important transition. Our wide portfolio of Design for Recycling solutions, paired with our deep knowledge, provides the perfect foundation. Be it from plastic or paper, we off er high-performance solutions, always catering to the latest consumer trends. With our paper-based innovations, we have even achieved the demanding Cepi certifi cate Test Method 2, which we are convinced will become the future standard for paper recycling.
For non-contact sensitive hygiene products,
we off er packaging solutions using up to 80 per cent mPCR (mechanically recycled post- consumer recyclate) – already available on the market today – and we are prepared for further developments, with many of our sites being ISCC+ certifi ed.
The evolution of the PPWR remains uncertain. It is crucial for our entire ecosystem to understand this. Based on our in-depth exchanges with all relevant partners in this network, we are confi dent that they will not deviate far from what we know today. Nevertheless, like everyone else in the market, we cannot guarantee full compliance with the PPWR in the future at this stage.
What we can say is that our teams are already fully preparing. We are tackling this key industry topic on many levels — from R&D to our technical application service. The new demand for “mono materials” requires close cooperation between packaging and machine manufacturers to ensure effi ciency remains high and products are safely protected. Therefore, we test our fi lms on various packaging line types and closely follow developments in the machinery industry to stay up to date.
What are your top priorities for the next few years?
Noël Kasmi:
We are on a transformation journey to become even more effi cient and to serve our customers better. Customer-centricity and sustainability on various levels play a key role here. We are committed to
We will also continue to optimise and enhance our service network to meet the evolving needs of both our customers and the market. This includes responding to trends such as paper-based packaging, while ensuring maximum effi ciency on our customers’ packaging lines. And last – but defi nitely not least – we are embracing “one adapa”. We are very proud of what our people have achieved until today and we know we can go far with their strong dedication. We recognise that the packaging industry is not always perceived as glamorous. However, we fi rmly believe that a strong team spirit, a commitment to resource conservation, and a growth mindset will continue to position adapa as an attractive place to work – inspiring and motivating the people who ultimately deliver value to our customers. With this renewed focus, we look to the future with excitement and confi dence in the progress we will achieve together — with team adapa and our valued partners.
What will adapa look like in 2030? Noël Kasmi:
By 2030, I envision a united adapa Group that embodies a shared spirit - adaptive, heartfelt, pragmatic. Our lean, agile, and cost-effi cient production processes will allow us to meet customer needs like never before. We want to be the European partner of choice for fl exible packaging solutions. With our clear strategy in motion, we aim to outperform market growth. No product, market, or regulation ever stands still — and neither do we. Our diverse portfolio, especially our Designed for Recycling solutions, positions us perfectly to support our customers with protective packaging that adapts to their needs.
Aránzazu Salguero Cruz: We look to the future with confi dence, because we trust in the agile spirit of our teams. As we say at adapa: “When you are adaptable, hurdles and problems are nothing more than puzzles not yet solved.” Adaptability is one of our company’s core values – so central, in fact, that it’s embedded in our name, which is derived from “adaptive packaging.” This adaptive mindset is what drives our transformation and opens the door to everything that lies ahead. We are convinced that we have built a strong foundation – and everything else will follow.
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