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opposite. Customer closeness is not a buzzword for me – it is what makes the diff erence between simply delivering packaging and actually helping customers make the right choices.
FROM TRANSFORMATION TO CUSTOMER ADVANTAGE
This much is clear: this transformation is practical, not abstract. adapa is moving beyond legacy ways of working to make its expertise more valuable to the people who rely on it, through faster decision, better solutions, stronger innovation and closer support where it matters most.
The strategy is not built on big words, it is built on what adapa already has – technical expertise, market understanding, innovation capability and network strength – applied with more discipline and a sharper customer focus. This is what transformation looks like in practice – using existing strengths in a more focused and consistent way to create value for customers.
partner to its customers – not just a vendor. My ambition is simple: I want customers to bring us in earlier, when the challenge is still taking shape, not only once the specifi cation is set. My focus is to bring more structure and discipline to how we manage Strategic Accounts – always with one goal in mind: helping customers succeed. I believe that when we do that well, it lifts the entire organisation. The learnings, the standards, the way of working – everything is elevated.
WHAT IS THE ROLE OF INNOVATION IN THIS TRANSFORMATION? Alena: I’m genuinely proud to lead our innovation team, because the depth of knowledge we have is exceptional. When I look at the expertise and deep understanding we have about materials, structures, formulations and applications, I see a tremendous asset for our customers.
What’s changing is how we use that knowledge. In the past, innovation could drift towards small modifi cations or short-term adjustments. Today, we’re more selective and more ambitious. For me, transformation means that every new product and customer project starts from the best possible technical foundation, the right structure, the right formulation and the right approach from day one.
It also means focusing on the bigger questions: how to improve performance, how to accelerate recyclability and how to create solutions that bring long-term value. That’s
especially exciting when we work alongside leading consumer goods companies, because they often identify market shifts before anyone else. They push innovation forward, and by partnering with them, we can translate those market signals into solutions for the future of packaging and the wider market.
WHAT DIFFERENTIATES ADAPA FROM OTHER PLAYERS IN THE MARKET? Alena: For me, it really comes down to the combination of strong technical expertise and how close we stay to our customers. adapa has the strength of a pan-European network, while at the same time remaining fl exible and close to local needs.
What I appreciate is how we work in practice. We bring structure and quality, but we don’t slow things down. We stay pragmatic and focused on what actually works. And that ability to combine technical depth with real customer understanding is what truly makes the diff erence. Stefano: It starts with how well we understand what our customers deal with every day. We know their machines, we know their applications, and we know what happens to packaging in the real world, whether it goes into a freezer, a microwave, or through an entire supply chain. That kind of understanding makes a real diff erence.
From my perspective, parts of the industry are becoming more standardised and somewhat more distant from the day-to-day reality of customers. I would like adapa to stand for the
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May/June 2026
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