Marta Andrade, CEO of Grupo ADA - “Europe is so much stronger because ADA exists […]”

At just 31 years of age, Marta Andrade is the head of Grupo ADA, the only European manufacturer of medical devices in the textile sector, recognised around the world for its quality and safety. With an unforced cheerfulness and a gentle but attentive manner, she spoke to Villas&Golfe in an extensive interview, marked by emotional memories of her father but, above all else, by a verve that highlights, in every word, the work and contribution made by ADA towards a greater purpose.

Grupo ADA is celebrating its 50th anniversary, and today it stands as the only European manufacturer of medical devices in the textile sector, with an annual turnover of around €60 million. What strategic values and principles do you think have been essential in sustaining this remarkable growth?
When we set up the company 50 years ago, our goal was to create a company that was unlike any other, not only in terms of quality, but more than that, with the best values. We are now recognised as the company with the highest quality in the sector, not only in Europe but throughout the world. Above all else, we want everyone who works at ADA, our customers and our suppliers to have a good understanding of our values so that they can help us make an even greater difference. We believe that employee happiness is something that sets a company apart, and often, even when we are delivering presentations internationally, the healthcare professionals we meet remark on the energy of our people, because they are so happy to work here. I believe that this industry does not need to be dull; it can be a fun, youthful environment that creates value, regardless of the final product. Another trait that sets us apart, as we are the only company of this type in Europe, is that we have to undertake our work while considering the requirements of production in Europe, which presents certain difficulties.Europe is so much stronger because ADA exists, in terms of securing supplies to hospitals. This was very much in evidence during COVID, because even though we live in the 21st century and we are in Europe, with access to luxury goods, the products that are essential to sustaining life failed. Products such as compresses, if they fail, bring a hospital to a standstill, and we have no idea about that. We have never experienced a major crisis in this regard because ADA has been there. And because we collaborate with industries that I greatly admire, and which share our values, in the sense of overcoming this difficulty of producing in Europe, in the sense of a much greater purpose. That is how I envisage how we stand out.

The recent sale of 49% of the company’s capital to Austrian holding company Rau-Be Beteiligungen GmbH, part of the Austro-German Lohmann & Rauscher (L&R) group, marked a new chapter in the history of the Group. What prompted this decision and what strategic horizons does this partnership present?
There is a lot of history behind this sale, but what ultimately motivated it was the desire of the company’s shareholders to pull out of the capital. So, we, the sisters, either had to buy the other shares or find a partner that we thought would be good for the company. What ended up happening was that we looked for a solution that was a wise one and one that would allow us to enter markets in which we are not currently present. Lohmann & Rauscher (L&R) is a company I admire greatly, and it is also a family business with the same values as us, so it is a perfect match. It was our belief that, to enable ADA to achieve greater growth, it needed to have a company with these characteristics in its capital.

The Group has a presence in different parts of the world. How does this international presence improve competitiveness and the work carried out in Portugal?
During our first 40 years, we were very focused on the industry per se, because we were striving towards competitiveness and product safety. About ten years ago, we began to strengthen our image and the way we communicate who we are, namely through taking part in international trade fairs and forging strategic partnerships. But there is something that sets us apart, despite our name and recognition, and that is humility. Even if we are the best today, we might not be tomorrow. That is why we have to keep striving for continuous improvement. Nowadays, we hold conferences where we share our views on how to get the most out of the products, and we work closely with healthcare professionals. It was with this outreach and vision that people abroad also began to realise that our products really stood out, and this was also backed up by our certifications and raw materials. Safety and supply are also very important. Our only competitors are in China. We often come across non-compliant products, and report them to the authorities. They are then withdrawn from the market. We want to ensure safety for healthcare professionals and patients.

«I love working with the people at ADA; it’s addictive for me.»

 

You took on the role of executive director at the age of 31, but you have been with the company since you were 18. Did leadership call to you from an early age? 
I think that the issue of figures, sales and setting up a business is something that comes naturally to me. There’s a story I can remember: my father never took holidays, and one summer when his sister, who sold towels, was having problems with her business, my father wanted to help her. He used the opportunity to teach his daughters a lesson. He bought a lorry load of towels and said to us, “I want you to sell all of this. We’re going to start your own company.” We were about 12 at the time. Everyone expected that we wouldn’t succeed, but we came up with a name for our company right away, thought up some clever strategies, set up a little stall in my mum’s furniture shop, and ended up selling everything within a month. At the time, even my dad was impressed. It was clear right away that we liked working, selling, and this business world. In this regard, I really wanted to start working early. I liked studying, but I felt that the environment I was experiencing at university was very hollow. So, I told my father that I wanted to study at night and come to work during the day, and that I wanted him to teach me. I remember coming to ADA and going to meetings with him right away. My father listened to young people a lot. I really like hiring young people, I like clever people, and I like to ask myself when I hire someone: “Would I work for this person?”I love working with the people at ADA; it’s addictive for me.

«My father was a businessman, but he was the most loving person in the world and didn't hide that at meetings or events.»

How did you cope emotionally and professionally when your father died, while at the same time dealing with your own struggle with cancer?
It was one of the most difficult periods of my life. I considered my father to be the best person in the world, and I still do. When I found out he was ill, it was the worst feeling I have ever had and will ever have. After that shock and looking at him, someone who was always a fighter, my goal was to find a solution. We sought out every possible opinion from around the world, and I always believed that we would be able to overcome the illness. I was raised to believe that if I dedicated myself to something, I would be able to achieve it. So, I believed that if I dedicated myself to treating that illness, even if it was very difficult, we would be able to do it. My father was very positive, he said he wasn’t in any pain and just told me to come and work at ADA. And every day I just wanted to get home and bring him good news from the company. I remember praying for the disease to pass on to me, so that my father could be healthy. And when I found out I was ill, in that process, out of sheer stupidity, I thought that was what had happened. And I was happy. I didn’t tell anyone, just my sisters. But that’s not how it turned out; I had surgery and managed to get treatment, but my father ended up passing away. But I never let my illness take up 1% of my attention. For some reason, which I still don’t understand, what happened to my father happened, and the pain will never go away, it only gets worse.As time goes by, I miss him more and more. I look at this place, which is his office, and I feel as though he is missing here. But I was lucky to have had a father like him, even if it was for such a short time. Family is the most important thing in life.

As a leader and as a daughter, what were the most important lessons your father taught you and that still guide you in your leadership today?
The main values my father taught me were humility, watchfulness – because we need to be vigilant in our lives, in our relationships, in everything – and affection. My father was a businessman, but he was the most loving person in the world and didn’t hide that at meetings or events. He taught me to be authentic and true to myself. We should never try to be something we are not, for whatever reason, we should always be authentic. 

You say that your purpose is to inspire and help people. How does this purpose express itself in your daily life as CEO? 
I understood what my purpose was at a very young age. I think we should try to understand what our purpose is and embrace it with joy. Gratitude is something my father taught me, and I try to communicate this on a daily basis to the people I enjoy working with. I like to communicate and to praise people. I like to feel inspired by all kinds of professions, by how they differ from one another. And when people notice that we do something with our hearts, it makes a huge difference.

«I understood what my purpose was at a very young age»

Forbes Portugal’s “30 under 30” accolade shone a spotlight on your career and performance. What impact did this recognition have?
I was delighted. At the time, I wondered whether I really deserved it, because there are so many people that I admire so much who also deserved recognition... I took advantage of this experience to meet people from other sectors and other areas, and I learnt a lot. I was so happy to be able to add my family name and the industry to such an important publication.

As a woman and a young person in a business world that is still predominantly male, have you ever felt that your voice was not fully heard for these reasons?
I have never felt any different treatment because I am a woman. I think that all the women of past generations worked hard so that today we are fortunate enough not to feel this difference. I am someone who is even happier when I work with women, because I find women to be more hard-working and focused. However, I have felt different treatment because I am very young. That is to say, in rooms where there are usually men aged 60 and above, there is a 31-year-old girl. I find that a little shocking. I feel that I’m going through a phase where people are still testing me, trying to figure out if I know anything or if I know nothing. But I feel that people quickly understand the values of the company, the team, and my goals. 

Who is the woman to be found behind the CEO? 
Marta – or Martinha, as I like to be called – is a very happy person, truly. I am always smiling. I am fortunate to have a family that has taught me values. Marta always wants to do her best by others. I really enjoy singing, being funny, creating a good atmosphere for people. Marta is a friend. I am a doting sister; I love my sisters. My mother is the best mother in the world, she is the one who made all of this possible, because behind every great man there is always a great woman. I am a dreamer, above all else, a girl who sees the world through rose-tinted glasses.

How do you look after your mental health and where do you find space to take a breather, pause for a moment and maintain your well-being?
I really enjoy talking about topics that have nothing to do with anything. I have friends who work in completely different sectors to mine and, when I want to switch off, I love talking to these people and understanding their problems, even if it’s just to put things into perspective. I enjoy the exercise of breaking down problems and coming up with solutions.

Is there any object, brand, fashion item or lifestyle ritual that you would consider to be a real weakness of yours – something you just can’t do without? 
I think it’s very important to relax and be able to unwind. I travel a lot for work, so when I need to rest, I always stay in Portugal. I love Portugal. I really enjoy being on my own, I love being alone, relaxing in a beautiful place, watching people... I love going to a good restaurant and seeing good service as it happens; I love understanding, for example, how a good chef cooks something. I really enjoy seeing good professionals at work, because it inspires me and refreshes my energy. Sport... this is something I should do more of and I am working on it, because it is very important.

If we take a look ten years into the future, how do you imagine Grupo ADA and what legacy would you like to see associated with your name as the leader of this new chapter in its history?
Our ambition is to increase our capacity to become the largest company in the world in our field in terms of capacity. We want to safeguard European industry that is 100% environmentally and people-friendly, just like us, by obtaining even more certifications. In addition to this, we want to create the conditions to distribute products in Portugal that we do not produce here, but which are produced in Europe with the same values as ADA. To this end, we intend to build new warehouses in the Iberian Peninsula. We want to strengthen our quality team and what it represents.And our dream is to create an eco station, a factory that will collect textile waste from across the industry and reprocess it so that it can be reused, in other words, to create a new 100% recycled fibre. As for Marta, my greatest dream is to continue proving that it is possible to have an industry that is strong in terms of capacity and which, with the right values, can continue to be competitive and successful.

«I really enjoy seeing good professionals at work, because it inspires me and refreshes my energy.»

Text: Carla Martins
Photos: Ana Nogueira