In this edition of Faces of EUMEPS, we meet Graziana Carianni, Head of Marketing Global Commercial at Versalis and newly appointed EUMEPS Board Director. With a background that spans research, manufacturing and strategic marketing, Graziana offers a broad and insightful view on innovation, performance, and sustainability in the EPS sector. From eco-design to circularity, she shares how companies can strengthen their approach to recycling, navigate today’s challenges, and contribute to shaping a more sustainable future for advanced materials in Europe.
You have had a rich and varied career in the chemical industry, from site management to product development and now marketing. How have these different roles shaped your approach to sustainability and innovation in advanced materials?
The broad technical experience I have gained throughout my career from R&D to production hence, from the idea to the final realisation- has given me the chance to understand how important eco-design is across the whole value chain and how vital the balance between sustainability and performances is to be successful in final applications. Today and tomorrow industry requires innovative materials to do more with less, and sustainability is the key driver to achieve this ambitious goal.
As Head of Marketing at Versalis, what are the key trends you are observing in the demand for recycled and resource-efficient plastics, particularly in packaging and insulation?
Nowadays the chemical industry is facing a critical moment due to the subdued internal demand and low competitivity of European Industry on the export markets. This economic downturn, and the uncertainty about geopolitical and economic future, threatens to damage the development of the circular economy by reducing investments and the demand for circular materials. We need to increase our efforts to make circular industries more resilient and less dependent from policy support.
The Versalis Revive range includes products with up to 100% post-consumer recycled content. What have been the main challenges—and successes—in bringing these materials to market?
Indeed, switching part of our feedstock to secondary raw materials has meant a deep change for all the functions involved within the company. A different mindset must be adopted, and the processes must be innovated to cope with new challenges. For instance, new supply chains need be created and working with our suppliers is a must to improve product quality.
You were recently elected Director on the EUMEPS Board. What motivated you to take on this position, and what perspectives do you bring from your role at Versalis?
Versalis has implemented a transformation strategy that involves a deep commitment to circular materials including a leadership role in recycled EPS. Being a member of the EUMEPS Board allows me to share our perspective as a deeply rooted chemical company in Europe which is undergoing a profound transformation towards a more sustainable footprint; I hope to be of help to further improve the integration between raw materials suppliers and recyclers across the whole value chain.
What do you see as the main priorities for EUMEPS when it comes to recycling, and how do you intend to contribute to advancing those efforts during your term?
As a European association, EUMEPS should work for the implementation of ambitious but achievable targets at EU level as well as push for standardisation and harmonisation of regulations throughout the member states.
In your view, how can raw material suppliers and recyclers collaborate more effectively across the EPS value chain to ensure high-quality, consistent recycled content?
The plastic recycling industry in Europe is historically regional and fragmented. The contribution of larger companies, such as global chemicals and polymers producers, can be extremely important when it brings technical know-how, R&D capabilities, market share and reputation. Having a broader view on the sector, this can also accelerate the diffusion of best practices and technologies and ensure the needed performance of final applications.
The opening of the Porto Marghera facility is a major step for Versalis. Could you tell us more about how this site fits into your broader strategy for circularity and EPS recycling?
The Porto Marghera plant is a first-of-its-kind initiative in Versalis and part of a broader strategy involving the revamping of existing industrial sites that need to be in line with today’s demand, taking advantage of existing infrastructures and experienced workforce. With this investment, and others already announced, we aim at offering to the evolving downstream markets the possibility to use more sustainable materials that ensure performance in line with conventional ones, as well as our consolidated and advanced full range of solutions for a broad range of applications.
Graziana Carianni’s experience reflects the depth of expertise and commitment needed to guide the EPS industry through transformation. Her perspective—combining technical know-how with a strong strategic vision—highlights the importance of collaboration across the value chain to achieve meaningful progress. As she takes on her role within the EUMEPS Board, her focus on quality, consistency, and innovation will be a valuable asset in advancing both circularity and resilience in the years to come.