Founded on family values and entrepreneurial spirit, the company’s origins trace back to the vision of a pioneering leader determined to bring packaging closer to its customers. This vision extended beyond European borders, reaching the dynamic markets of Asia in 1993. Initially, the company set its sights on China. However, as Paul Heskens, Managing Director of Serac Asia, recalls, “Back then, it was a bit too soon to start up there. The environment in 1994 posed significant challenges for a small company.”
Adapting to market realities, Serac Asia shifted its focus to Malaysia, a move that marked the beginning of its enduring presence in the region. Over three decades, this adaptability and foresight have positioned Serac Asia as a trusted partner for businesses across the continent.
“At Serac Asia, we like to think of ourselves as more than just a packaging company—we’re problem solvers,” Heskens says.
Serac Asia’s adaptability has not only been instrumental in its geographical expansion but also in its ability to meet the specific demands of its diverse clientele. By staying attuned to the unique needs of each market in various industries, the company has built a reputation for delivering customized solutions that resonate deeply with local businesses.
This approach reflects a deep understanding of the complexities of operating in a culturally and economically diverse region, just like Asia.
Today, Serac Asia designs and manufactures machines, covering the entire packaging process: from bottle-blowing to filling, capping, to sealing.
It delivers more than technology; it fosters meaningful connections with clients, employees, and partners, cultivating an ecosystem of trust and collaboration. These relationships form the backbone of Serac Asia’s sustained success in a competitive industry.
Tackling challenges while creating milestones
Innovation is not just a buzzword at Serac Asia—it’s a way of life.
The company’s proprietary technology exemplifies this commitment. Unlike competitors who rely on volumetric filling pistons, Serac employs cutting-edge weighing cell technology. With unparalleled accuracy, Serac gains its ultimate edge.
“While high-speed operations are not feasible due to the precision required, the payoff in terms of exactitude is worth it,” Heskens explains.
The global pandemic posed another test of Serac Asia’s resilience.
Supply chain disruptions and travel restrictions forced the company to rethink traditional processes. Enter the portable test bench—a groundbreaking solution that allows clients to test products remotely.
“We don’t just deliver machines; we deliver solutions that adapt to our customers’ realities,” Heskens emphasizes.
Serac Asia’s innovation surely and significantly reduces logistical costs and carbon footprints while deepening customer trust.
Beyond profits and products
Serac Asia’s commitment to problem-solving is further reflected in its collaborations with academic institutions, such as King Mongkut’s Institute of Technology Ladkrabang (KMITL) in Thailand.
The partnership also supports the company to tap into local expertise, ensuring that its solutions are not only innovative but also tailored to the specific needs of the region.
Such initiatives, especially this one, highlight Serac Asia’s dual focus on technological advancement and social responsibility.
Other than education, Serac has embraced sustainability as a core pillar of its innovation strategy globally.
By focusing on greener packaging solutions and reducing waste, Serac Asia aligns its operations with global environmental goals. One of Serac’s efforts is to highlight PET packaging. More companies in other regions have adapted to this alternative, and Serac Asia is committed to popularizing PET packaging for the long run.
Serac Asia aims to minimize the ecological impact of its products while maintaining the highest quality standards. Environmentally conscious and sustainability focused, Serac Asia is always forward-thinking and one step ahead.
The heartbeat of success
“The most important part of the company is the people,” Heskens emphasizes.
At Serac Asia, employees are more than staff—they are family. This ethos drives its talent strategy, which prioritizes recruitment, retention, and investment in personal growth.
Recognizing the importance of cross-cultural knowledge, Serac Asia launched a Cultural Manual last year, a guide designed to help people when internally and externally navigating the varied societal landscapes of Asia-Pacific.
The company’s commitment to promoting inclusion and improving staff integration is demonstrated by this program. The handbook improves cooperation and respect among staff members by assisting them in comprehending and appreciating cultural quirks.
To attract and nurture talent, Serac Asia has expanded the Human Resources division. By appointing HR directors across its subsidiaries, the company ensures that every voice is heard and valued.
Training programs, team-building events, and career planning sessions are just some of the ways it invests in Serac Asia’s people. These efforts not only enhance individual skills but also foster a sense of belonging and loyalty among employees.
Heskens shares a simple yet profound insight: “You can spend a lot of money on recruiting costs, but if you invest in the people already in your company, you create an environment where they feel appreciated and motivated to stay.”
This philosophy not only reduces recruitment expenses but also builds a loyal and skilled workforce ready to tackle future challenges.
This focus on people extends beyond internal operations.
For the past two years, Serac Asia has established Serac Day. The event so far has launched in China, Thailand, and Vietnam. The event brought together Serac’s partners and Serac Asia’s regional team to bridge technical aspects, create connections, and build authentic relationships.
Though the focus of Serac Day is on educating and giving the most-updated insights to clients, it has created closeness amongst Serac Asia’s employees from around the Asian regions as they work together in different cities to make the day successful.
Overall, Serac Asia actively supports initiatives that empower local communities, reflecting its belief in shared success. By contributing to regional development through job creation, training programs, and sustainable practices, the company reinforces its role as a responsible corporate citizen.
A vision for a better tomorrow
As Serac Asia looks to the future, sustainability emerges as a cornerstone of its mission. The company’s focus on PET packaging exemplifies its efforts to reduce environmental impact while maintaining high standards of quality and innovation.
By continuously refining its processes and exploring greener alternatives, Serac Asia aligns profitability with purpose.
Corporate Social Responsibility (CSR) initiatives also play a pivotal role in this vision.
“If you are doing something in CSR, we believe in pursuing activities with tangible results,” Heskens asserts.
From reducing carbon footprints through portable technology to supporting smaller, innovative brands, Serac Asia’s actions speak louder than words.
Charting the legacy forward
The horizon for Serac Asia is marked by bold aspirations. By 2030, the company aims to be the most innovative packaging provider, distinguishing itself as an industry expert. Expansion plans in dynamic markets like India, Japan, and China promise to cement its leadership further.
Yet, for all its ambitions, Serac Asia remains deeply rooted in its core values.
“It’s not just about numbers; it’s about making a difference—for our customers, our team, and the industry as a whole,” Heskens reflects.
Being human-centric elevates the company’s growth is as meaningful as it is measurable.
The company’s flexibility and openness to change will also determine its destiny. By staying ahead of industry trends and continuously investing in innovation, Serac Asia ensures that it remains a trusted partner for businesses navigating an ever-evolving market landscape.
From its humble beginnings in Malaysia to its current position as a regional leader, the company has consistently pioneered technology, empowered employees, and championed sustainability.
“At Serac Asia, we don’t just build machines; we build solutions, partnerships, and a sustainable future,” Heskens concludes.
