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adapa transformation unwrapped: turning expertise into customer advantage
Stefano Manfredi, chief sales off icer, and Alena Maran, VP strategy & transformation, explain how this translates into day-to-day work.
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t means moving beyond legacy thinking, sharpening how the business operates and making sure customers benefi t from the full strength of adapa, from technical know-how to
innovation to manufacturing performance. At its core, the transformation is simple. adapa is using its expertise in a more focused and eff ective way, making it easier for customers to access, faster to deliver and more relevant for the future of packaging.
WHAT ARE THE KEY CHANGES THE COMPANY WENT THROUGH IN 2025 AND EARLY 2026, AND WHAT SUCCESSES WOULD YOU LIKE TO CELEBRATE? Alena: Over the past year, I have seen adapa take clear and deliberate steps away from legacy habits and towards a more aligned way of working. We’re becoming much more intentional about what “good” actually looks
like in manufacturing performance, quality and sustainability, and we are applying it consistently across the organisation.
What fascinates me is how interconnected everything has become. Take our machinery today: it needs to be ready for the materials our customers will require tomorrow. We know higher PCR content will become more important by 2029, and we are already preparing for that. What I see today is a stronger focus on linking these elements and thinking in a more consistent way. That is the shift I value most – building on what is already there and sharpening how we prepare for what is coming next.
That also means making better use of the way we operate as a network. adapa has always been set up with a broad range of technologies and capabilities – and that is a real strength. What matters now is how we use that strength in a
more connected and consistent way,choosing the right setup, the right technology and the right solution for each customer’s need, and by reliably delivering on our promises every time.
YOU JOINED ADAPA RECENTLY. WHAT CONVINCED YOU AND WHAT IS YOUR FOCUS? Stefano: For me, it comes down to discipline and consistency. I train hard to attend endurance competitions and you don’t reach the fi nish line because of one great moment. You get there through preparation, patience and a lot of hard work when no one is watching. That’s exactly how I think about key account management. What drew me to adapa was the chance to build something more meaningful than a traditional supplier relationship. I saw a company with strong expertise, real technical depth and real untapped potential to become a true
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May/June 2026
www.convertermag.com
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