Tetra Pak overhauls executive team to drive sustainable packaging innovation

SWITZERLAND – Food packaging giant Tetra Pak has implemented a major restructuring of its executive leadership team, effective December 1, 2025. 

The move introduces five new executive vice-presidents, each reporting directly to President and CEO Adolfo Orive. 

This adjustment aims to sharpen focus on market expansion, packaging advancements, and environmental initiatives amid growing demand for eco-friendly solutions.

Marco Dorna steps up as executive vice-president for market operations. Dorna, who joined the company in 2004, brings extensive experience from commercial and leadership positions. 

He previously served as key account director for regions including Arabia, Brazil, and South Africa, along with managing director roles in Central America, the Caribbean, and Brazil since 2022.

Tatiana Liceti shifts to executive vice-president for packaging solutions. Since entering Tetra Pak in 1998, she has led operations as managing director for Mexico and the Andina region, and as vice-president for the Americas. 

Liceti took over market operations in 2021, where she oversaw regional growth strategies.

Roberto Franchitti now leads as executive vice-president for processing solutions and equipment. 

A Tetra Pak veteran since 2007, Franchitti managed services as executive vice-president from 2021. His earlier roles included cluster leader for South Europe services and vice-president for the carton value and economy platform.

Ola Elmqvist assumes the position of executive vice-president for services. 

Elmqvist started at the company in 1990 and has held diverse posts, such as cluster leader for Europe and Central Asia services, vice-president for business unit liquid food, and managing director for Southeastern Europe. From 2021, he directed packaging solutions.

Martin Scott becomes executive vice-president for sustainability and communications.

Scott joined in 2018 and advanced to vice-president for external and internal communications before his 2024 promotion to lead communications. 

In a statement, Orive said, “These appointments bring proven expertise to key areas, enabling us to deliver innovative, sustainable packaging for global customers.”

This leadership refresh coincides with Tetra Pak’s hands-on sustainability efforts. 

In November 2025, the company launched an eight-month pilot with Romanian supermarket chain Mega Image to recover used beverage and dairy cartons. 

Deployed in Bucharest and Brașov, the program uses reverse vending machines to collect materials, partnering with Maspex for supply, Tomra for technology, and Brai Cata for recycling logistics. 

Early data shows over 5,000 cartons retrieved in the first two weeks, processed into new fibers at a cost of US$0.15 per unit, supporting Tetra Pak’s target to recycle 40% of its global volume by 2030.

The initiative builds on Tetra Pak’s broader recycling network, which handled 200 billion cartons worldwide in 2024, diverting 1.2 million tons from landfills. 

Liceti noted indirectly that such collaborations enhance material recovery rates by 25% in participating regions. 

As the pilot progresses, Tetra Pak plans to scale similar machines across Eastern Europe, investing US$2 million in infrastructure. 

These steps demonstrate the company’s commitment to circular economy practices, with the restructured team poised to integrate sustainability into every operational layer.

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