The Optimism (and curiosity) of Jonatas Melo

President of Baystar shares strategic vision for integrated producer

A natural curiosity about people and how things work has helped carve a diverse career path for Jonatas Melo, one that has well-prepared him for his role as President of Baystar.

“I’ve been fortunate to work in many different roles within the industry,” he explains from the company’s office in Pasadena, Texas. “I’ve always been curious about how things work and get done in different areas. I would always ask questions and raise my hand when they asked for volunteers. Leadership roles on multiple sites allowed me to learn how to develop relationships in many different geographies.”

Throughout his career, this approach propelled Jonatas from roles in operations to corporate finance, supply chain management and business optimization, and ultimately senior leadership roles with Borealis, Borouge (a Borealis JV with Adnoc) – and across many territories including Brazil and South America, the United Arab Emirates (UAE), Singapore, and Vienna. In 2022, he returned to Borealis head office where he was appointed Vice President for Performance Materials. In this role, he was responsible for driving the infrastructure and consumer products businesses globally in line with Borealis' circular ambitions.

Today, Jonatas is excited about the opportunity to take the integrated polyethylene producer to new levels of success with its first-in-market technology – Borealis Borstar® – backed by an excellent team to bring it to life.  

“This is a fantastic company, and we have everything that is needed to be successful. We are launching Borstar technology in a geography where it has never been explored before, and it is very powerful,” he explains. “We have established ourselves in one of the most advanced markets, and the business environment in the U.S. is very positive when compared globally.”

As Baystar moves from project-phase to commercialization with its Bay 3 Borstar technology PE unit, the focus shifts from getting up and running to “fulfilling the promises that we have made in the last two to three years.”

He explains this shift requires infusing and supporting an excellence mindset in every area of the organization, from operations to quality assurance, to commercial activities in partnership with customers.

“It’s not only about being able to successfully commercialize but being able to translate the value of the solutions we provide for our customers. Making the customer successful is key for our success as well,” he says.  

Baystar’s unique value proposition is due in great part to the game-shifting power of Borstar technology in a rapidly evolving manufacturing sector, combined with product portfolio from the other assets, including Lumicene®. His roles at Borouge and Borealis in Austria provided him firsthand experience of the simultaneous improvements in production flexibility and environmental performance possible with the technology.   

In practical terms, Borstar enables new possibilities for the final consumer, “creating mono-material package constructions that are easier to recycle, enabling packaging circularity.”

The new production asset also unlocks opportunities for Baystar to create synergies with its other two production assets – for a total combined capacity of 2,200 MM – as a full solution provider for manufacturers with varying technological needs.

As his family settles into life in the Houston region, Jonatas looks forward to meeting customers, exploring the U.S. market, and listening and learning.

“Being with customers is something I truly appreciate,” he says. “It’s important to me to understand the culture and the business environment in every geography that I’ve worked.”  

A positive outlook for the company and the industry it serves is motivating him as he sets his strategic priorities for the coming months. 

“I can clearly see a path to success. There's not a doubt in my mind.”

 

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