Innovation in the packaging industry remains essential as global demands shift toward sustainability and efficiency. The industry continuously adapts to address environmental concerns while meeting consumer needs for advanced, reliable solutions. Driven by technological advancements, it focuses on creating more efficient packaging systems, enhancing production capabilities, and refining product functionality.

These advancements benefit producers and end-users, offering a blend of convenience and eco-responsibility. Sustainability initiatives are a priority, with a focus on reducing waste, employing recyclable materials, and minimizing the environmental impact of packaging solutions. As the packaging sector strives for increased precision and sustainability, its role in shaping a responsible future for businesses and consumers becomes paramount.

Rose Graffin, Chairman of the Board and CEO, played a key role in guiding this evolution. Her leading approach is marked by a commitment to excellence and a focus on accountability, bringing a collaborative approach to the organization. Rose’s vision cultivates a work environment where team members are empowered to contribute fully, driving innovation from within.

Known for her inspiring leadership style, Rose demonstrates the importance of trust, aligning her team’s values with the company’s mission. Her strategic guidance enables the company to maintain a forward-looking approach, nurturing an inclusive culture that values each team member’s unique contributions.

As the driving force behind Serac, Rose ensures that the company remains at the head of the packaging industry. Serac is dedicated to advancing innovation while staying attuned to customer needs, positioning itself as a leader in high-performance packaging solutions.

Through its comprehensive research and development initiatives, Serac continues introducing environmentally conscious technologies, such as BluStream®, that support global sustainability efforts. The company’s commitment to a customer-centric approach and Rose’s leadership in guiding its strategic direction underscores Serac’s influence in a growing industry, contributing to a future where packaging solutions align with modern consumers and environmental goals.

Let’s explore Rose’s inspiring leadership journey in packaging:

From Vice President to Chairman

Born and raised in São Paulo, Brazil, Rose has been with Serac for over 20 years, working closely with the late founder and Chairman, Mr. André JJ Graffin. After his untimely passing, Rose was appointed Chairman of the Board by Serac Holding’s Board of Directors to carry on the vision and work that JJ started.

Previously serving as Vice President, Rose was mentored by JJ Graffin to uphold the legacy of the Serac Group globally. Today, the goal is to keep the company within the family and continue its growth and development as more offices are opened around the world.

Strategic Direction and Innovation

In her role as Chairman and CEO of Serac Holding, Rose’s main responsibility is steering the company’s strategic direction. She ensures the company remains at the leading edge of innovation in the packaging industry.

She is committed to nurturing a culture of excellence where every team member contributes to the mission of delivering cutting-edge, reliable solutions worldwide. To align Serac’s global operations strategically, she focuses on key areas, including unified goals and core values— innovation, reliability, and customer-centricity—for everyone.

Inspiring and Guiding Teams

Rose’s leadership style is best described as collaborative and visionary, with a strong focus on empowerment and accountability. She believes that leadership is not just about directing but about inspiring and guiding teams to achieve their fullest potential while aligning them with the broader concept of the company. Over the years, Rose’s approach has evolved to focus on building trust, nurturing innovation, and maintaining a clear, strategic direction. Serac is One Serac, a worldwide community.

Compelling Mission Statement

At the heart of Serac’s culture is a clear, compelling mission statement and a unified idea that drives its diverse industry. The organization prioritizes seamless and transparent communication across all levels of the company, creating an inclusive and diverse work environment.

Rose empowers regional teams with autonomy, allowing them to tailor initiatives that best fit their culture while still aligning with the company’s mission. This approach not only drives Serac’s collective success but also creates a positive and engaging work environment.

Commitment to Generational Continuity

According to Rose, one of the most rewarding elements is the deep sense of purpose that comes from leading a business rooted in family values. Every decision made is not just about profitability but also about upholding the principles that Jean-Jacques Graffin instilled in Serac. Investing in the development of future leaders is essential for continuing the Graffin legacy.

Comprehensive training and mentorship programs are provided to nurture talent within the family and the broader team. Serac is a family company that will always be for generations to come.

Collaborative and Inclusive Environment

At Serac, innovation has always been at the core of its identity, a tradition started by founder JJ Graffin. Every team member is encouraged to share their thoughts and contribute to collective success. This inclusive approach creates a collaborative environment where creativity can flourish. The organization prioritizes ongoing investment in research and development to remain at the leading edge of industry trends.

A key aspect of the innovation strategy involves staying close to customers. By understanding their unique challenges and growing needs, Serac tailors its solutions to meet the demands of a constantly shifting market. This customer-focused approach enables the creation of cutting-edge packaging solutions that not only meet today’s requirements but also anticipate future needs.

Serac is deeply committed to sustainability, ensuring that innovations contribute to a more environmentally responsible future with new technology, BluStream®. By combining advanced technology, customer insights, and a strong commitment to sustainability, Serac doesn’t just adapt to industry changes but actively leads them.

Balancing Professional and Personal Life

Rose believes balancing life requires intentional planning and prioritization. She makes it a point to structure time carefully, setting boundaries between work and personal time. While there are moments when professional demands take precedence, it’s about being fully present in each aspect of life, delegating as necessary, and embracing the support of a great team.

Flexibility is the key to maintaining both professional success and personal well-being.

Prioritizing Continuous Learning

She prioritizes continuous learning to stay updated on industry trends and technological advancements. She attends key industry events, networks with other leaders, and stays connected with the R&D teams to understand emerging innovations.

Regular interactions with global customers in person keep her attuned to their growing needs, ensuring that Serac remains proactive in adopting the latest technologies and solutions. This holistic approach ensures competitiveness in a constantly shifting market.

Adaptability and Building Relationships

Rose’s advice to aspiring leaders is simple: “Be adaptable, build strong relationships, and stay grounded in the company’s core values. In a family business, it’s important to understand and respect the culture that has been built over time. At the same time, fresh ideas and solutions are needed to keep the business growing.”

She suggests, “Focus on building trust with the team and across departments. Communication is key in a global business—learn to listen and adapt to different perspectives. Always stay curious and be willing to learn. Growth comes from being open to change and constantly improving oneself.”

Lastly, Rose advised, “Don’t be afraid to take ownership of work and lean on the team. Show initiative, be dependable, and lead by example. In the end, success comes from a mix of staying true to the company’s values while always pushing for improvement and pioneering creativity in the industry.”

Strengthening Customer Partnerships

Serac is expanding its presence in key markets and deepening partnerships with current customers, while also growing a new customer base to deliver tailored, high- performance solutions. Digitalization will play a major role in the company’s development, with more emphasis on smart machines and data-driven operations.

The organization is growing rapidly with the acquisition of Doselec and the formation of the Cup Division, combining both Nova and Doselec to become one of the largest cup filling companies globally. Serac is also expanding its office in Mexico and hiring around the globe to be prepared for tomorrow. By 2030, Serac will be the most advanced packaging company in the world.