In this Q&A, leaders at Grupo Posta in Spain share the company's journey of developing seed-infused paper, pioneering sustainable practices, and empowering brands with unique, impactful campaigns. Learn how Grupo Posta continues to push the boundaries of print and sustainability.

Can you share the history of Grupo Posta?

Grupo Posta was founded in 2003 by partners from a previous postal services company established in the 1980s. Initially, we specialized in postal envelope fulfillment services for banks, insurance companies, government institutions and private clients. Variable-data printing and our expertise in data processing gave us a competitive edge, allowing significant growth in the mailing market.

In 2016, we acquired our first HP Indigo digital press, marking a major shift to full-color variable-data printing. This included CNC cutting machines, laminating equipment for foil finishes, and machinery for book production and packaging. Around this time, we also began developing sustainable products for advertising campaigns, culminating in the creation of the first seed paper printable on HP Indigo presses.

Since then, we’ve expanded into international markets, receiving over 3,000 annual inquiries for our ecological products. Today, we proudly work with leading brands like Apple, Google and Mercedes Benz.

How has direct mail evolved over the past decade for Grupo Posta?

Direct mail now accounts for less than 5% of our business. We’ve transitioned from a service company to a product-focused business centered on sustainable marketing solutions. With digital billing dominating, traditional direct mail is declining — though public institutions still use it. However, we see potential for growth as consumers seek alternatives to overwhelming online communication.

What trends do you observe in the direct mail market?

Trends vary widely by region. In English-speaking countries like the US and UK, the market is larger than in non-English-speaking regions. In Europe, strict data protection laws have slowed adoption. However, we believe direct mail will make a comeback as businesses explore channels beyond digital media to deliver impactful messages.

How does Grupo Posta address challenges in integrating direct mail into marketing?

We’ve found that organic products like seed paper resonate deeply with consumers. For example, a campaign we executed in Germany for International Women’s Day involved 80,000 seed paper post cards. Recipients could plant the cards, creating a memorable brand connection. Such innovative campaigns build trust, enhance brand image, and differentiate clients in a crowded market.

What inspired the development of seed paper, and how does it align with Grupo Posta’s mission?

Our goal is always to stand out and contribute positively to society. Inspired by our city’s abundant greenery, we sought to merge sustainability and quality. After years of research, we created a seed paper suitable for HP Indigo presses, offering clients customizable, eco-friendly options for impactful campaigns.

What has the journey of creating seed paper been like?

Initially, we experimented with attaching seeds to paper, which produced rough, unattractive results. Through trial and error, we developed a method to embed seeds during manufacturing while maintaining printability. After three years of research and continuous improvements, we now offer various types of seed paper in different colors and textures. Clients have embraced these options, and many return with new ideas, enabling us to expand and innovate further.

Are there other innovative products you’re working on?

Yes, we’re developing a range of luxury boxes made with natural handmade paper and eco-friendly bags for various markets. These exclusive, sustainable products align with our mission to innovate while promoting environmentally responsible practices.

How does Grupo Posta ensure the quality and sustainability of its products?

We maintain rigorous quality standards, certified by external organizations like Boreau Veritas for ISO 9001. Our FSC and PEFC certifications ensure sustainable forest management and responsible sourcing. These certifications demonstrate our commitment to delivering high-quality, eco-friendly products while meeting the strictest environmental standards.

Thank you for the insightful conversation, and best wishes for continued success in 2025!

Thank you!