Paper in the Loop – Sustainable Thinking, Efficient Acting
Interview with Gerald Prinzhorn, CEO of PRINZHORN HOLDING GmbH
The Prinzhorn Group, based in Vienna, is one of Europe's leading companies in the paper, packaging, and recycling sectors. In a conversation with Wirtschaftsforum, Gerald Prinzhorn, CEO of the group and representative of the sixth family generation, talks about circular economy, efficiency, and sustainable innovation. He explains how the traditional company secures its future – and why people are always at the center of it all.
Wirtschaftsforum: Mr. Prinzhorn, looking back over the past few years – which developments have particularly shaped the Prinzhorn Group?
Gerald Prinzhorn: Definitely the COVID period. In 2020 and 2021, we experienced tremendous demand for corrugated cardboard due to the online boom. However, what initially was a peak, soon led to overcapacity. Many manufacturers invested in new capacities or switched machinery to packaging paper. This put heavy pressure on the market in 2024 – a correction that will accompany us for several more years.
Wirtschaftsforum: How is the group positioned today?
Gerald Prinzhorn: We operate in Europe, not globally. Our focus is on a closed loop: we collect waste paper, produce new paper from it, and manufacture corrugated cardboard packaging, which is then recycled again. This 100% closed loop shows that we consistently work according to the principle of the circular economy.
Wirtschaftsforum: What key figures describe your company?
Gerald Prinzhorn: We employ around 10,000 people and generate about 2.4 billion EUR in sales. For the coming year, we expect stable but competitive markets.
Wirtschaftsforum: You have taken over in 2024 - how do you see your role?
Gerald Prinzhorn: I am the sixth generation in a 172-year-old family business. I see my task in creating stability and securing the future. We have addressed personnel issues, adjusted strategies, and increased efficiency - that is currently the order of the day.
Wirtschaftsforum: What are your main focuses?
Gerald Prinzhorn: Efficiency and cost awareness. Energy prices and labor costs are extremely high in Europe. My three big wishes to the politicians: affordable energy, lower labor costs, and less bureaucracy. We lose too much time with regulations, which slows down innovation.
Wirtschaftsforum: To what extent does sustainability play a role for you?
Gerald Prinzhorn: It is our core. We use 100% recycled paper and develop solutions that can replace plastic. A paper fiber can be recycled up to 25 times. Our goal is to become completely carbon neutral. We consistently work to reduce our footprint year by year.
Wirtschaftsforum: Your Sustainability Report 2024 emphasizes transparency and responsibility.
Gerald Prinzhorn: Yes, we want to show how serious we are about sustainability. Our circular model offers 100% recyclable products. In doing so, we build trust with customers, employees, and investors – and create a solid foundation for professional sustainability management. With the three business divisions Hamburger Recycling, Hamburger Containerboard, and Dunapack Packaging, we cover the entire value chain from waste paper collection through paper production to the finished packaging.
Wirtschaftsforum: What role does digitalization play?
Gerald Prinzhorn: A significant one. However, digitalization should not be imposed over the heads of employees. We aim to empower rather than overwhelm, enabling rather than top-down. Our values are People, Performance, Responsibility. I see myself as a coach setting up the team, not as a player.
Wirtschaftsforum: What is your recipe for success after more than 170 years of company history?
Gerald Prinzhorn: The human factor. In family businesses, every individual counts. Our culture is based on trust, personal responsibility, and a culture of error. Only those who are allowed to make mistakes can create innovation.
Wirtschaftsforum: And your personal motivation?
Gerald Prinzhorn: I passionately enjoy working with people and cultures. I am driven by the desire to inspire others and to develop the company together. If everyone views Prinzhorn as 'their company,' then we are on the right path.