PharmaUP 2025: Universal Pack's event makes a lasting impact
From the open house at the San Giovanni in Marignano facility to the forum at the Misano World Circuit: two days of in-depth discussion and exchange that highlighted cutting-edge technologies, regulatory challenges and strategic visions for the future of pharmaceutical packaging.
by Generoso Verrusio
Two days of intense dialogue, tackling European regulations, automation and artificial intelligence. PharmaUP 2025, the event organized by Universal Pack on September 18 and 19, successfully brought together key players and stakeholders in pharmaceutical packaging to discuss an industry navigating increasingly complex production demands and regulatory pressures.
The first day featured an open house at the company’s headquarters in San Giovanni in Marignano, offering a privileged, first-hand look into the heart of Universal Pack’s innovation hub, showcasing stick-pack systems integrated with cartoners and pick & place robots, multilevel configurations for compact cartons, and technologies tailored to temperature-sensitive products. This was followed by a well-attended forum set in the spectacular surroundings of the Misano Adriatico racetrack, named in honour of Marco Simoncelli, which set the stage for analysis and in-depth debate.
Roberta Colotta, Public Affairs Manager at Flexible Packaging Europe, presented the new European PPWR regulation, which redefines design principles and introduces new producer responsibilities. Colotta illustrated how lobbying efforts around flexible packaging have become crucial to safeguarding a sector that, in pharma, is a strategic driver of efficiency and safety.
Alberto Palaveri, President of Giflex, reaffirmed the role of packaging as a communication tool: “Packaging is the first medium for the consumer, even in pharmaceuticals: it speaks, it informs, it protects. And it must do so in a sustainable and intelligent way”, he noted.
Stefano Angelini from Cerved Rating Agency praised the soundness of pharmaceutical companies. Prompted by the audience, he addressed the topic of pharmaceutical exports to the United States. “In the first seven months of 2025, exports exceeded €10 billion. However, this surge is tied to front loading, with companies placing advance orders in anticipation of potential tariffs”.
A more unconventional moment came with Michele Pirro, MotoGP test rider for Ducati, who shared insights from his racing career. “Races are won in training, through sacrifice and attention to detail. The same mindset applies to your companies”. His story – from outsider to official driver– inspired the audience delivering a powerful message: outstanding performance stems from preparation; nothing can be left to chance.
Giancarlo Scaturchio of Rockwell Automation stressed that sustainability is not just an ethical duty, but a business driver.
Dario Marchese of VideoJet turned the spotlight on coding and marking technologies, with a focus on UV laser systems. “Laser coding is the future of pharmaceutical packaging. It combines sustainability, safety and precision”.
Closing the forum was Simon Clark of Pelle Tech, who brought artificial intelligence back into the spotlight. “AI is not just automation. It’s the ability to learn, adapt and train new human resources within the company”. Together with Universal Pack, Pelle Tech presented real-world cases, illustrating how AI can boost productivity and support internal skill growth.
PharmaUP 2025 proved that pharmaceutical packaging is far more than a technical function – it is a meeting point for regulation, innovation, sustainability and strategic vision. And at this intersection, dialogue among industry, institutions and technology providers is the key to developing solutions that anticipate the future, rather than simply reacting to it.
Universal Pack’s 60th anniversary, celebrated in 2025, is not a final milestone, but a solid foundation on which the Romagna-based company continues to build its future.
With 200 direct employees and 2024 revenues of approximately €50 million, the company is eager to keep pushing boundaries and experimenting. “Bureaucratic hurdles permitting”, noted Sales Director Marco Nardini, “a new facility will soon be built to expand the current production capacity of our Pharma division”.
