diff --git a/ADOPTERS.md b/ADOPTERS.md
index d4f2f986a15c..bd63e21f74a7 100644
--- a/ADOPTERS.md
+++ b/ADOPTERS.md
@@ -1,13 +1,49 @@
 # Adopters of k0s
 
-This page lists individual and organization stakeholders who are using k0s in production.
+This page lists, in alphabetical order, individuals and organizations that are
+using k0s in production. If you would like to add your use case for k0s to the
+list, we'd be more than happy to see a pull request.
 
 ## Adopters
 
-| Person                                            | Organization                                       | Project                     | Description                                                                                                                                                                                                                                                                                                                                                           |
-|---------------------------------------------------|----------------------------------------------------|-----------------------------|-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|
-|                                                   | [Mirantis](https://www.mirantis.com/software/k0s/) | k0s support                 | Mirantis provides support for various customers utilizing k0s in their production environments.                                                                                                                                                                                                                                                                       |
-| k0s maintainers                                   | [@k0sproject](https://github.com/k0sproject)       | Build and CI infrastructure | k0s maintainers use k0s to host build and CI infrastructure, mainly dynamic Github Runners                                                                                                                                                                                                                                                                            |
-| [Chris Sanders](https://github.com/chris-sanders) | [Replicated Inc.](https://www.replicated.com/)     | Embedded Cluster            | Replicated builds their  [Embedded Cluster](https://docs.replicated.com/vendor/embedded-overview) project on top of k0s. Replicated Embedded Cluster allows you to distribute a Kubernetes cluster and your application together as a single appliance, making it easy for enterprise users to install, update, and manage the application and the cluster in tandem. |
+<!--
+When adding new adopters, please adhere roughly to the following format:
 
-If you wish to add your use case for k0s on the list, we're more than happy to see a PR.
+* <Organization name including link>  
+  Project: <The project name or a short description of the use case>  
+  Contact: <Contact info, if applicable, e.g. email addresses, social media handles ...>  
+  <A longer descriptive text, preferably hard wrapped at around 80-120 characters per line, or at the end of a sentence.>
+
+Note the two trailing spaces at the end of the first lines. Those denote a line break.
+Try to maintain an alphabetical order. 
+-->
+
+* [k0smotron](https://k0smotron.io/)  
+  Project: Managing hosted k0s clusters and full Cluster API provider for k0s  
+  K0smotron focuses on managing hosted k0s clusters within an existing
+  Kubernetes cluster. It acts as a Cluster API provider, enabling seamless
+  provisioning, scaling, and lifecycle management of k0s control planes. By
+  leveraging the native capabilities of Kubernetes, k0smotron simplifies
+  multi-cluster operations and provides flexibility in connecting worker nodes
+  from different infrastructures.
+
+* [@k0sproject](https://github.com/k0sproject)  
+  Project: k0s build and CI infrastructure  
+  k0s maintainers use k0s to host build and CI infrastructure, mainly dynamic
+  Github Runners.
+
+* [Mirantis](https://www.mirantis.com/software/k0s/)  
+  Project: k0s support  
+  Mirantis provides support for various customers utilizing k0s in their
+  production environments.
+
+* [Replicated, Inc.](https://www.replicated.com/)  
+  Project: Embedded Cluster  
+  Contact: [Chris Sanders](https://github.com/chris-sanders)  
+  Replicated builds their [Embedded Cluster][replicated-embedded] project on top
+  of k0s. Replicated Embedded Cluster allows you to distribute a Kubernetes
+  cluster and your application together as a single appliance, making it easy
+  for enterprise users to install, update, and manage the application and the
+  cluster in tandem.
+
+[replicated-embedded]: https://docs.replicated.com/vendor/embedded-overview