Business model and strategy 2030+
Our business model supports a sustainable circular economy: this is because glass is largely manufactured from natural raw materials, and it can be reused and recycled an infinite number of times. Our corporate purpose is to make it possible for everyone to enjoy food and beverages in the most elegant, safest and most responsible way.
About Vetropack
Headquartered at Bülach in Switzerland, the Vetropack Group employs a workforce of 3,532 people and numbers among Europe’s leading manufacturers of glass packaging for the food and beverage industry. We have eight glassworks, as well as sales and distribution locations in Switzerland, Austria, the Czech Republic, Croatia, Slovakia, Ukraine, Italy, the Republic of Moldova, and Romania.
You can find detailed information about our organisation and locations on our website.
Our product portfolio comprises over 2,500 different glass containers in standard shapes as well as customised designs. We are active in Business-to-Business (B2B) commerce, and we supply around 1,700 customers in the food and beverage industry. The majority of our customers are located in Europe, within an average radius of 400 km from our glassworks. We produce approximately 5 billion glass containers each year. The breakdown of the various segments is as follows:
Development of process and product innovations and close collaboration with our customers are core success factors in our business model. In addition to standard products, for example, we develop personalised and distinctive glass packaging solutions. Our work always focuses on the quality and safety of our products. See also S4 Consumers and end-users.
Vetropack’s value chain is described in the section Strategy, value chain, stakeholders.
We protect your enjoyment.
We are your partners throughout the entire product life cycle.
Raw materials
The materials we use to manufacture our glass containers are recycled glass, quartz sand, soda, lime, dolomite and feldspar, as well as colouring agents and coatings.
Melt and mould
We recognise the value of modern, energy-efficient production processes, and we manufacture our products in close proximity to our customers.
Check
Comprehensive testing and inspection processes ensure quality and safety.
Pack and deliver
Our eight glassworks in seven countries position us close to our customers, with a maximum delivery radius of 400 kilometres.
Fill
We offer technical customer service solutions – for challenges in the filling/bottling process, for example.
Sell
Our (customised) glass packaging helps our customers to stand out from their market competitors.
Enjoy
We make it possible for everyone to enjoy food and beverages in the most elegant, safest and most responsible way.
Return or recycle
We promote the circular economy by providing reusable and recyclable glass packaging.
We are your partners throughout the entire product life cycle.
With our Strategy 2030+ – comprising five initiatives – we aim to shape and drive the development of our business. As well as supporting us with tapping potential for growth in our existing business, Strategy 2030+ helps us to develop new business segments.
In 2019, Vetropack launched a comprehensive transformation process based on five strategic initiatives. Since the process began, projects relating to all five initiatives have been carried out at our locations. Vetropack has also conducted regular reviews of its strategy, including a more detailed review in 2025. A comprehensive update of the corporate strategy, including the sustainability pillar, followed by approval from the CEO and the Board of Directors, is planned for 2026.
The five main pillars denote the business development we intend to achieve: our aims are to enable Vetropack to position itself as a strong player on the market in the long term, and to play a key role in shaping the glass industry.
Five strategic initiatives – the basis for Strategy 2030+
The following overview explains our five strategic initiatives:
Clearly sustainable
Vetropack pursues a holistic approach to sustainability with the aim of becoming a recognised partner in sustainability in our industry by 2030. Within our Clearly sustainable strategic initiative, we focus on careful use of resources, development of our employees, and legally compliant business practices.
Expand the core
Expand the core defines a strategy that will enable us to maintain and consolidate our positions in our home markets. By achieving these goals, we will move even closer to our customers and position ourselves as a high-quality partner and full-service provider. Expand the core also includes expanding our proven products and services into selected markets.
Value growth
With the Value growth initiative, Vetropack is broadening its proven areas of expertise. We will enter new business sectors and launch new services throughout the value chain for our glass packaging. This will help us to strengthen our customer relationships and generate value.
Drive innovation
As part of the Drive innovation initiative, Vetropack is strengthening its position as a trendsetter in the glass industry and opening up new business areas with new product and market innovations.
Leader in quality
As a Leader in quality, Vetropack gears all its activities towards providing optimal support for the strategy at Group level. This includes a holistic operational excellence approach backed by corresponding structures and processes in sales, marketing, technology and production. Vetropack is leveraging the opportunities offered by digitalisation and positioning itself as an Employer of Choice.
Corporate purpose and values
We have defined a process to provide a framework for the fundamental transformation of the company and its business model over a period of ten years. As well as strategy (including our corporate purpose), the transformation we seek to achieve embraces our structure – in terms of organisation and responsibilities – together with our culture, which also includes our values.
This is our corporate purpose: ‘We make it possible for everyone to enjoy food and beverages in the most elegant, safest and most responsible way.’ We create unique, high-quality products and services.
Based on a tradition in the food and beverage industry dating back many years, we understand the needs of our stakeholders and we endeavour to offer products of high quality. Glass is an elegant material; ‘elegant’ also means offering individual, customised products. The most important requirement that our products must meet is safety: glass comes from natural origins and has an inert structure, so it is a safe packaging for food and beverages. ‘Responsible’ highlights the fact that glass can be completely recycled an infinite number of times, so it protects the environment.
Our values convey our convictions and principles. They guide our day-to-day work, and the way we relate to one another and to our stakeholders. These are our values:
- Ensuring accountability
- Navigating safely together
- Guaranteeing leadership in quality
- Anticipating change
- Generating trust and confidence
- Exercising environmental responsibility