1. The shift towards green hydrogen in steel production is gaining global momentum. From your perspective, what are the biggest technological and operational challenges in integrating hydrogen into large-scale steelmaking for packaging applications?

These are obstacles related to the development and adaptation of the technologies needed for the process.

Large-scale production of “green” hydrogen (produced by electrolysis of water using electricity from renewable sources) is the only truly sustainable option. The biggest challenge is to produce it in the massive volumes (on the order of gigawatts) needed for a steel mill, which would require a colossal amount of renewable energy. At this point, the major challenge is to increase the efficiency of electrolysis with new technologies, as this increase in efficiency is essential for advancing the use of H2V.

Like all new technologies, the biggest obstacle now is the cost of H2V, which is significantly more expensive than natural gas and metallurgical coal. With advances in renewable energy generation and reductions in the price of electrolysis, the competitiveness of H2V will increase. 

Another major challenge is the logistics process for supplying steel mills with H2V, which requires on-site production (the ideal solution, but one that requires a lot of energy and space) or a robust transportation network (via special pipelines or in the form of ammonia, which then needs to be “cracked”), which adds cost and energy losses.

Storing hydrogen on a large scale is difficult and expensive. It requires high-pressure or cryogenic tanks (for liquid hydrogen at -253°C), posing a safety and engineering challenge within the industrial complex.

Despite the enormous challenges, the decarbonization of steel production is inevitable due to climate and regulatory pressures. Green hydrogen is the most viable long-term solution for sectors that are difficult to decarbonize, such as steel.

2. Developing more resistant steel sheets for cans is a notable achievement. Could you elaborate on the material innovations behind these sheets and how they contribute to longer shelf life and better performance in packaging?  

Absolutely. The development of stronger, thinner steel sheets for cans is a triumph of metallurgical and process engineering. We must also consider the tremendous development efforts made by can manufacturing equipment manufacturers, who supply the market with state-of-the-art equipment capable of producing lighter, higher-quality packaging at extremely high speeds.

These innovations not only reduce the amount of raw material used (promoting sustainability) but also dramatically improve packaging performance.

The basis for this evolution lies in the chemical composition of steel.

Low-carbon steels are steels with an extremely low carbon content (typically below 0.1%). This is crucial because carbon makes steel harder, but also more brittle and less formable. A low carbon content allows the sheet to be rolled to minimum thicknesses and deep drawn without cracking or breaking.

An example of new technology is the production of High Strength Low Alloy (HSLA) steels: This is the most significant innovation. Small amounts of specific alloying elements are added to low-carbon steel to increase its strength without sacrificing formability. 

Another major advance has occurred in rolling and annealing processes, which, with the advancement of computer systems, have enabled precise control of process parameters, allowing grain formation to recrystallize and eliminate internal work-hardening stresses. 

The production of a thinner base steel with controlled rolling and annealing processes, combined with more sophisticated tin coating application systems, produces tinplate of better quality and formability that better supports the application of organic coatings, thanks to the greater homogeneity of the material produced. 

3. Chrome-based coatings have long been an industry standard but pose environmental risks. What alternative coating technologies has your company adopted, and how do they balance sustainability, cost-effectiveness, and product safety? 

We know that traditional hexavalent chromium-based coatings posed environmental risks and became regulated. As a result, companies have replaced these systems with cleaner technologies: using trivalent chromium coatings, which maintain anti-corrosive performance; organic and hybrid solutions, which increase the protective barrier; and emerging alternatives based on titanium, zirconium, and silanes. These materials guarantee three key benefits: sustainability, because they eliminate heavy metals; cost-effectiveness, since they adapt to existing lines; and safety, as they undergo rigorous migration and resistance testing. Thus, we can balance innovation, consumer protection, and environmental responsibility.

4. In the transition toward fully recyclable steel packaging, how is your organization addressing issues like contamination, separation, and recovery rates within the recycling chain? 

Steel is 100% and infinitely recyclable without loss of quality, but in practice, the transition to fully recyclable packaging requires attention to three key challenges: contamination, separation, and recovery rates.

1.Contamination

Organizations have invested in design for recycling, reducing inks, varnishes, or complex layers that hinder melting.

Greater use of heavy metal-free coatings and systems that are easy to remove during recycling.

Consumer education programs for proper disposal and reduced presence of contaminants.

2. Separation

Steel has an advantage: it is magnetically separable, which facilitates sorting at recycling centers.

Companies support the installation of high-efficiency magnetic separators in cooperatives and sorting plants.

Public-private partnerships to expand selective collection coverage.

3. Recovery Rates

The global average recycling rate for steel packaging exceeds 70%, reaching over 80% in European countries. In Brazil, for example, we have the work carried out by ABEAÇO, the Brazilian Steel Packaging Association, which has been working closely with the government and civil society to increase recycling rates with great success.

Initiatives such as deposit-return schemes, sectoral agreements, and national reverse logistics targets help to raise these rates.

The industry has been working with governments and associations to map regional scrap flows and ensure efficient reintroduction into the production cycle.

In summary, the sector is addressing these challenges through innovation in materials, investments in sorting infrastructure, and cooperation between industry, government, and society. Thus, we have not only managed to increase recycling rates but also to ensure that each steel package returns as new raw material, strengthening the closed cycle and sustainability of the sector.

5. Many consumers still perceive steel packaging as less sustainable compared to lightweight alternatives like plastic or aluminum. How do you counter these perceptions, and what role does life cycle assessment (LCA) play in proving steel’s sustainability credentials? 

I do not share this view, since steel has unique characteristics, such as being magnetic, which facilitates separation at sorting centers, and can be recycled infinitely without loss of quality. This explains why more than 70% of steel packaging is effectively recovered worldwide, rates much higher than plastic. Each recycled can returns to the cycle as new steel in a matter of days. Compared to aluminum, these are materials with distinct characteristics and uses. Currently, there is a segmentation where steel is used in packaging that requires greater robustness in industrial and logistical processes, and aluminum is used in beverage packaging due to its lightness and conformability. 

This perception is combated through educational campaigns that inform consumers of the benefits of steel packaging. However, consumers have this perception when they see the large amount of plastic and glass packaging discarded in the environment, unlike steel cans, which, if left on the ground for a period of three years, degrade into iron oxide and return to nature.

6. Green hydrogen requires significant energy inputs. How are you approaching the energy sourcing dilemma - ensuring that hydrogen production itself is powered by renewable energy rather than fossil fuels? 

Green hydrogen production indeed requires large amounts of electricity, and the cost is only justified if that energy comes from renewable sources. This is precisely where large steelmakers are focusing their efforts, on integration with renewable sources, where electrolysis projects are directly linked to wind, solar, and hydroelectric power contracts, thus ensuring that each ton of hydrogen produced is aligned with the goal of full decarbonization.

It is important to keep in mind that we invest in high-efficiency electrolysis technologies (PEM, advanced alkaline) to reduce energy intensity, and the search for storage and grid flexibility, optimizing energy use at times of greater renewable availability, is essential.

The companies' commitment is not only to use hydrogen, but to ensure that the hydrogen is truly green. To this end, its production is linked to renewable sources, ensuring sustainability, cost competitiveness, and environmental credibility throughout the steel chain.

7. Could you share insights into the supply chain transformations needed to support green steel in packaging - particularly in raw material sourcing, logistics, and global distribution? 

Green transformation is a constant topic of conversation, conferences, and new product projects requested by customers. However, green steel does not depend solely on metallurgical technology, but on a complete transformation of the production chain, where qualified raw materials, decarbonized logistics infrastructure, and global certification and distribution systems will be key to implementing these systems. Only then will it be possible to deliver sustainable, competitive packaging that is aligned with zero-carbon goals.

8. Regulations in the EU and beyond are increasingly stringent regarding packaging sustainability. How is your company staying ahead of compliance demands while still maintaining cost competitiveness in the market? 

By integrating innovation, efficiency, and transparency, we have managed not only to meet regulatory requirements, but also to transform these goals into a competitive advantage. In this way, we offer steel for packaging that is safe, sustainable, and affordable.

Examples include packaging designed to reduce steel consumption and facilitate the process of sorting and recycling packaging, and steel mills producing steel with a smaller carbon footprint. All these actions comply with EU regulations and meet the expectations of society as a whole.

9. The push toward circular economy principles is reshaping industries. What specific strategies are you employing to design steel packaging systems that minimize waste and maximize recyclability? 

The circular economy is no longer just a trend, it is a reality and a market requirement. In the case of steel for packaging, strategies focus on designing systems that minimize waste and maximize recyclability throughout the life cycle, through design for recycling with thinner sheets and greater conformability, heavy metal-free coatings, and organic coatings that meet the migration requirements of regulatory agencies. We also have integration of supply chains in the reverse logistics process, with some countries using deposit systems to ensure the return of packaging. 

The result is steel packaging that delivers performance, food safety, and real circularity, in line with the principles of the circular economy.

10. In terms of R&D, what breakthroughs are you most excited about that could redefine the future of eco-friendly coatings and alloys for steel packaging? 

In the area of research and development, we see a set of very promising innovations that could redefine the future of eco-friendly coatings and alloys for steel packaging, such as heavy metal-free coatings, organic-inorganic hybrid layers that combine corrosion resistance with lower environmental impact, the use of steel laminated with organic polymers such as PET and polyethylene, for example, which reduce the need for traditional organic compounds that require curing ovens. In this way, we increase the quality of the coating and reduce greenhouse gas emissions, in addition to being BPA and PFAS free.

What excites us most is that these innovations are not just incremental, but transformational: they enable steel for packaging that is lighter, safer for food, and more sustainable throughout its value chain. This is the future that companies are building in their R&D programs.

11. Collaboration is often key in sustainability transitions. Could you highlight how partnerships - with governments, research institutions, or downstream packaging companies - are accelerating your green steel initiatives? 

The transition to green steel is only possible through strategic partnerships throughout the entire value chain, from the government to end customers in packaging.

Governments are responsible for public policies that guarantee regional green energy generation programs, national decarbonization programs, and the creation of infrastructure with green logistics corridors and hydrogen hubs that will reduce costs and enable industrial scale. Within this process, research centers and universities play a key role in developing ultra-low carbon alloys, chrome-free coatings, and composite materials that increase packaging strength, ensuring food safety within regulatory standards and facilitating the recycling process. 

By joining forces with governments, research centers, and customers, we have been able to accelerate not only the adoption of green steel, but also the construction of a truly circular and sustainable packaging chain.

12. How do you measure and benchmark the carbon footprint reduction achieved through the adoption of green hydrogen and new coatings in your packaging operations? 

This measurement is a complex but standardized process based on LCA. The greatest reduction comes mainly from the adoption of green hydrogen in steel production, while new coatings and composite materials act as facilitators.

As most processes are still at the research and development stage, it is not possible to present actual data based on real production volumes.

13. Looking ahead, what role do you envision digitalization and smart manufacturing playing in scaling sustainable steel production for the packaging industry? 

Digitization and smart manufacturing are already transforming the steel industry, and in the case of steel for packaging, the impact will be decisive in expanding sustainable production.

The use of IoT sensors and real-time monitoring systems allows for the optimization of energy consumption in furnaces, annealing, and tinning lines.

Predictive modeling helps balance the use of green hydrogen and renewable electricity, maximizing efficiency and minimizing emissions.

Digital inspection systems with computer vision and artificial intelligence will identify micro surface defects while still on the line, reducing scrap and rework.

Digital systems that simulate stamping and deep forming, ensuring that ultra-thin sheets maintain mechanical performance, will prevent material waste.

Blockchain and digital tracking platforms will allow the carbon footprint of each batch of steel to be recorded, from scrap/ore, can, and end consumer.

The future of steel for packaging is both sustainable and digital, where integrating artificial intelligence, digital control and planning systems, and traceability will not only reduce emissions and costs but also provide end consumers with concrete proof of the sustainability of each package.

14. Finally, from a leadership standpoint, what advice would you give other C-level executives in traditional industries who are navigating the complex balance between profitability, innovation, and sustainability in today’s market?

My advice to other C-level executives is simple but challenging: view sustainability, innovation, and profitability not as opposing forces, but as mutually reinforcing dimensions.

Integrate sustainability into the core of your business.

Don't treat ESG as a cost or marketing tool, but as a competitive strategy.

Companies that anticipate regulations and invest in low-carbon win premium markets and global customer preferences.

Invest in purposeful innovation, generate purpose in your teams so that innovation is a constant and not an isolated action.

In traditional industries, small efficiency improvements have a huge impact on scale.
Encourage your teams to test new routes and processes, whether with green hydrogen, digitization, or new materials, and value open collaboration with universities, startups, and customers.

Use partnerships, long-term contracts, and green PPAs to mitigate financial risks and dilute initial costs.

Show stakeholders that future profitability will depend on the ability to align business growth with sustainability, innovation, and regulatory foresight.

In today's market, leadership means accepting that sustainable profitability will come from the ability to transform traditional industries into platforms for green innovation. Those who see this early on will not only survive but will lead the future.