Meet Michelle Marrone: adapa’s New Head of Sustainability
We sat down with Michelle Marrone, our new Head of Sustainability, to talk about the “Pirelli moment” that started it all, why plastic isn’t always the villain, and what heavy metal has to do with high-performance packaging.
The Origin Story
Q: What first sparked your interest in making sustainability a career?
My interest was sparked right from the beginning, very early on, because at the end of my Master’s degree in Chemical Engineering, I was offered a thesis project with Pirelli, the famous Italian tyre brand, who was exploring a new additive to make their tyres consume less fuel, by reducing rolling resistance while at the same time improving adhesion on wet surfaces. I just realised how huge the implications were and I loved being able to contribute to making a difference, even if my part was a very small one!
The Mission at adapa
Q: You’ve been in the packaging world for a long time. What drew you to adapa?
I love polymers and I have been in the consumer packaging world for most of my career. When I got the call to adapa, it was really what I needed, because adapa sounded like a company with an amazing potential facing big challenges from the market and its own transformation journey. So once again I felt the urge and drive to make a difference!
Q: What does a “win” look like for you after year one?
A successful first year for me would look like this: the name adapa in all customers’ minds as the first thought they have associated to knowledge in sustainability, fast reaction and bold solutions, for recyclability as well as for minimising environmental impact.
Q: Which sustainability commitments are non-negotiable for you?
I think having a broad portfolio of high-performing, innovative and recyclable, circular solutions, including recycled content where possible, is non-negotiable for the success of adapa. Also, I think a safe and healthy workplace where every adapa employee can feel appreciated, is equally important.
The Road Ahead
Q: Are there emerging technologies you believe will transform plastic packaging?
Absolutely! There are and there have been, for years. The issue is always around cost. Packaging has a relatively short use before it is thrown away, therefore it cannot cost a lot. I think important technologies will certainly emerge in our industry, to enable better recycling, and better quality of circular materials, such as new inks and adhesives. Our customers must educate their customers, to make some changes in their habits and perceptions, to accept more sustainable packaging even if it may not be as shiny or have the same feel.
Q: How are evolving regulations shaping your strategy?
The EU legislation is strongly at the centre of our strategy and especially the PPWR regulation with recyclability criteria mandated by 2030 and with all its upcoming delegated acts, some of which will enter into force already in 2026 2027 or 2028. Our strategy is to continue serving those customers who prefer to wait until the last minute for changes to happen, but to develop a product portfolio that is preparing for . And this can only happen with the support of those customers who are investing in the future and willing to try out new solutions today.
Q: What is your long-term vision for the company?
I want adapa to evolve from being a reputable and well-known flexible packaging manufacturer, to become the smart and versatile partner of choice that large accounts select as their number one supplier, not for all solutions, but for some in which we will excel and stand out.
Cutting Through the Noise
Q: Greenwashing is a hot topic. How do you measure real impact?
Greenwashing is sustainability’s biggest enemy. It’s so easy to be sustainable with words, and the more words are used, the more confusion is created around this topic, hence people losing trust in what they can really do for the planet! Real impact is measured when fewer tons of plastic end up in landfill, or in the ocean, when fewer plastic items can be counted on beaches or in nature and more tons of plastic make their way to a second or third life, closing the loop in a real circular economy. Real impact is when people throw away less and reuse more, when food and water is not wasted, and when habits change. For example, people should buy second hand clothes, and have fewer clothes, or shoes, in general. Real impact is about using less and that’s why lightweight and highly functional flexible packaging is very well-positioned to make a difference for the world’s resources.
Q: Does it ever feel like progress is moving too slowly?
Frustration is always around the corner when we would like our planet to be healthier! But I stay motivated when I see habits that have indeed changed a lot! If I look back to the 90s when no one would separate their trash at all, now I see people really care and young children already aware of labels that show how to correctly dispose of trash. My main concern and hope, is that while we are progressing as Europeans, we need the rest of the world to follow and embrace this culture.
Off the Clock
Q: What’s something people might be surprised to learn about you?
There is definitely more than one thing! 😊 Perhaps what could be surprising is that I am a rocker at heart! I used to be a heavy-metal music journalist and photographer, for a time… and that’s where I experienced some of my absolute greatest emotions.
