Sustainable porcelain tableware: How Imerys and Apulum lead the way in Europe
When it comes to tableware, dining together beats dining alone. A perfect example is Imerys’ longstanding partnership with Apulum, a major European porcelain manufacturer and Imerys’ very important customer in tableware. We spoke with those involved to find out how this partnership is shaping the future of sustainable tableware.
As leader in the tableware market, Imerys offers a refined selection of pure kaolins and extra-white porcelain bodies, ideal for meeting the most exclusive standards of the luxury and fine dining segments. Imerys also provides world-class solutions for the hospitality, catering and retail sectors, including porcelain, stoneware and vitreous china, trusted by producers serving hotels, restaurants and other establishments. This dedication to advancing the industry is exemplified through its partnership of over 20 years with Apulum, a major porcelain manufacturer based in Romania.
A trusted partnership for European porcelain tableware
“Imerys is our most significant supplier, providing most of our raw materials,” says Alvaro Santini, CEO of Apulum. Having a dependable supplier is crucial for the company given the nature of ceramics production and the volume of raw materials required. “Our production requires that our kilns work continuously, every day. They don’t stop!” To keep Apulum’s kilns going, Imerys delivers prepared bodies for isostatic pressing every week.
Alexandre Strippoli - Imerys Tableware & Engineered Ceramics Sales Director; Alvaro Santini, CEO of Apulum; Eugen Alexa - Imerys Ceramics Sales Manager Central & Eastern Europe
Founded in 1973, Apulum initially focused on a single style of porcelain production. However, with Imerys’ support, the company expanded to develop five distinct pressing bodies, as well as kiln furniture and material solutions tailored to meet the evolving demands of the market. Today, the company produces 50 million tableware pieces per year for clients which include major retailers. A major part of these pieces are made with Imerys’ bodies.
Thanks to Imerys’ dedicated technical support team based in Germany, the two companies work closely to test and refine new formulations in response to Apulum feedback.
“Our partnership is characterized by a dynamic exchange of ideas and constant dialogue,” explains Luc Bourgy, Ceramics Technical Support Director EMEA at Imerys. “We not only respond to specific requests from Apulum but also proactively develop new products that align with market trends and legislation.”
Innovating for more sustainable porcelain bodies and firing processes
The demand for sustainability in tableware only continues to grow. The whole ceramics value chain is committed to tackling climate change by reducing their carbon emissions, starting from the raw material production. To this end, Imerys works with Apulum to integrate more recycled materials in their products and develop new technical solutions that reduce energy consumption and waste, all whilst maintaining full control over product performance. For example, the new body recently developed is showing a 17% CO2eq reduction compared to a standard formula. Furthermore, it is produced with 20% pre-consumer recycled kaolin* and Imerys is investigating several ways to increase this rate within the next few months.
Another recent focus is improving firing efficiency. As Eugen Alexa explains:
With the support of Imerys, Apulum is exploring the implementation of a faster firing process, including monofiring porcelain. With this innovation, our common objective is to significantly reduce the Greenhouse Gas (GHG) emissions of porcelain production.
In addition, Imerys and Apulum are developing lighter, more durable kiln furniture that absorbs less heat, for example by reducing the weight of slabs up to 40%, and supports more efficient firing processes, critical for reducing energy consumption and extending the lifespan of kiln components.
Toward the future of tableware together
As part of its commitment to sustainability, Imerys is also developing a carbon footprint calculator tool to help customers assess and reduce carbon emissions associated with the production of bodies. “This advanced tool incorporates life cycle assessments to support the creation of low Greenhouse Gas (GHG) emissions ceramic body formulations that align with increasing Ceramics industry’s scope 3 reduction targets” explains Luc.
Following a successful rollout in France, Imerys launched the tool in Germany in April 2025, where carbon footprint assessments are shared with Apulum.
"We look forward to continuing our collaboration with Imerys,” says Mr. Santini.
By combining our experience in firing and production with Imerys’ expertise in raw materials, we are pushing the boundaries of what is possible in tableware production.
Together, Imerys and Apulum are setting a standard for how modern manufacturing can balance quality with environmental stewardship, ensuring that the tableware of tomorrow is as sustainable as it is beautiful.
* as per ISO 14021 definition
Imerys Tableware France, located near Limoges, has recently celebrated its 240th anniversary. As one of Imerys’ oldest operations in Europe, this remarkable milestone not only reflects the business' deep-rooted history, it underscores the operation’s enduring commitment to its customers’ excellence, innovation and the local community.
In early February, Imerys Ceramics Egypt welcomed key customers, local stakeholders and Imerys Ceramics management to celebrate the official opening of Imerys Technologies Egypt, a newly expanded ceramics laboratory. The facility marks an important step forward in how Imerys’ team in Egypt can support customers across the region — bringing advanced technical services, S&T capabilities and application expertise closer to the markets they serve.
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