For this edition of Faces of EUMEPS, we are pleased to feature Corina Schmiedt, Director Group KAM & Business Development at HIRSCH Servo. With a strong international sales and business development background, Corina plays a key role in shaping HIRSCH’s strategic expansion across Europe. Her expertise in fostering partnerships, navigating market challenges, and driving sustainability initiatives positions her as a key figure in the evolving EPS industry.
In this interview, Corina shares her insights on the opportunities and challenges facing the EPS sector, the importance of collaboration across the value chain, and how HIRSCH Servo is reinforcing its commitment to circularity and innovation in both packaging and construction.
Can you tell us about your journey to become Director Group KAM & Business Development at HIRSCH Servo and what inspired you to join the EPS industry?
My journey at HIRSCH began last summer with an exciting opportunity to establish and lead the Group Key Account Management department. With a strong background in international sales, I was eager to take on a role that not only matched my expertise but also allowed me to contribute to the company’s growth. The EPS industry is both challenging and dynamic, offering a unique blend of market complexities and innovation potential. I was particularly drawn to HIRSCH’s ambitious vision and the chance to play an active role in shaping its strategic expansion across Europe.
What are your main responsibilities in your role, and how does your work contribute to HIRSCH’s strategic development across Europe?
As Director Group KAM & Business Development, I manage our strategic key accounts at a group level, fostering long-term partnerships with customers across Europe. My role involves analysing market trends, understanding customer needs, and ensuring a coordinated approach across our different sites and business segments. Additionally, I represent HIRSCH at European trade fairs and industry events, reinforcing our position as a leader in particle foam technology. By aligning our efforts across countries, we strengthen our presence in the market and drive sustainable growth.
The EPS industry is evolving rapidly. What do you see as the biggest challenges and opportunities in the market today?
The industry is currently facing significant headwinds, including economic recession, reduced demand in the construction sector, and increasing competition within the European manufacturing landscape. Additionally, sustainability remains a key challenge, with regulatory developments such as the EU Packaging and Packaging Waste Regulation (PPWR) and the ongoing debate surrounding plastics in society. However, these challenges also present opportunities: the push for circularity and recycling infrastructure development can position EPS as a sustainable material of choice. If the industry works together to improve recycling streams and demonstrate the true potential of EPS, we can solidify its role in a more sustainable future.
Business development often involves building strong partnerships. How does HIRSCH foster long-term relationships with key industry players?
Collaboration is at the heart of our business strategy. We maintain close communication with our customers, ensuring we deliver not only high-quality products but also tailored solutions that meet their evolving needs. Our competitiveness is driven by our expertise in raw material sourcing, process optimization and the ability to offer innovative material mixes. By combining technical know-how with exceptional service, we establish trust and long-term relationships with key stakeholders across various industries.
Sustainability and circularity are becoming increasingly important. How is HIRSCH integrating these principles into its operations and products?
Sustainability is a core pillar of HIRSCH’s strategy. We are actively driving circularity and recycling initiatives on a European level. Our approach includes close cooperation with customers to ensure they fully understand the recyclability of EPS and how to integrate it into their sustainability goals. We invest in recycling technologies and infrastructure, such as our own recycling facility, to close the loop and ensure that EPS remains a valuable and reusable material.
You recently attended the IK Circular Packaging Days in Germany. What were the key takeaways from this event, and how do they impact the EPS sector?
The event reinforced a crucial message: communication is key. We need to communicate very clearly that EPS can be fully recycled - not just into downstream products but also back into the same applications. However, for this to be widely recognised, in addition to further scaling up collection and recycling systems, we have to build awareness throughout policy makers, industry players and civil society. Education about existing and future possibilities in this sector is key to driving the circular economy. The entire European EPS industry must collaborate to establish efficient recycling streams, ensuring that by 2030, sufficient volumes of recycled EPS are available and that large-scale recycling is a proven reality.
The packaging sector is under growing regulatory pressure. How is HIRSCH adapting to changes such as the EU Packaging and Packaging Waste Regulation (PPWR)?
We are proactively engaging in discussions with policymakers and educating our customers about the implications of regulatory changes. Through our recycling facilities and our active involvement in industry-wide initiatives, we are helping to shape the infrastructure necessary for compliance. By working closely with all stakeholders in the value chain, we aim to ensure that EPS remains a viable, sustainable packaging solution in the years to come.
As a key player in business development, how do you see the future of EPS in construction and packaging?
EPS has unique advantages over other materials, particularly in terms of insulation performance, lightweight properties and recyclability. However, the industry must work collectively to enhance its reputation and ensure that EPS is effectively reintegrated into recycling loops. In construction, EPS will play a crucial role in meeting Europe’s renovation targets, contributing to improved energy efficiency in buildings. In packaging, EPS will continue to be the preferred choice for protecting heavier goods such as white goods and electronics.
HIRSCH is an active member of EUMEPS. How does this collaboration benefit your company and contribute to the wider EPS industry in Europe?
Our partnership with EUMEPS is invaluable, as it enables us to address key industry challenges at a European level. Together, we work to communicate the benefits of EPS, engage with regulatory bodies, and drive innovation in recycling and circularity. By uniting forces, we can ensure that the entire industry moves in the right direction, particularly when it comes to sustainability and regulatory compliance.
Looking ahead, what is your vision for the future of HIRSCH and what are the key priorities for you for the coming years?
Our vision is to further strengthen HIRSCH’s leading position in circularity within the EPS industry by expanding recycling, diversifying our portfolio and enhancing our European presence. Through innovation and sustainability, we aim to shape the industry's future and reinforce EPS as a sustainable material.
Since joining the EPS industry, every day has brought new challenges and opportunities. My role is to foster collaboration, drive innovation and support the shift to a circular economy. I’m proud to contribute to a more sustainable future alongside HIRSCH and the EPS community.
As the EPS industry adapts to new regulations and growing sustainability expectations, leaders like Corina Schmiedt are essential in driving meaningful change. Her vision for enhancing recycling infrastructure, strengthening industry collaboration, and positioning EPS as a truly circular material aligns with EUMEPS' commitment to promoting sustainable and energy-efficient solutions across Europe.
Through its active involvement in EUMEPS and key industry initiatives, HIRSCH Servo is helping to shape the future of EPS, ensuring it remains a competitive and sustainable material for both construction and packaging applications.
We thank Corina for sharing her expertise and for her dedication to advancing the circular economy in the EPS sector. Stay tuned for the next Faces of EUMEPS interview as we continue to highlight key industry figures making a difference!