Allied in innovation (2)

Why are major Italian packaging machinery manufacturers returning to Ipack-Ima after years of absence? We asked them directly about the reasons behind their decision, inviting them to also brainstorm about the value and meaning of a complex fair event: Innovation Alliance, resulting from the banding together of numerous, diverse entities, is shaping out to be a hub of ideas and information, helping create a more unified industry. The answers by Riccardo Cavanna.

Following up on the interview with Andrea Malagoli (IMA Group) and Giuseppe Lesce (Sacmi Group) published in the September issue of ItaliaImballaggio, for this issue we have interviewed Riccardo Cavanna, managing director of Cavanna Packaging Group Spa and president of Ipack Ima Srl.

What has changed in Italian industry lately?
I have been a part of Ucima’s leadership for 10 years, and during this period I have witnessed and contributed to a challenging process of rebuilding and reorganizing the association, which has helped us to regain a prominent role nationally and internationally.
Today Ucima is the premier sector association in Italy and globally in terms of the number of member operators.
Ipack-Ima and its acquisition is just the latest important achievement in this strategy to reaffirm the global leadership of Italian packaging machinery.
Having an important fair in Italy that is internationally recognized is essential to affirming “made in Italy” and bringing major foreign decision-makers to Italy so they can have a taste of the best Italian and international technology.
In addition to ensuring greater cohesion within our sector, the acquisition of Ipack Ima has helped create important alliances with related industrial sectors, beyond those strictly concerning packaging and processing technology.
We started from the fact that roughly 50% of packaging is made from plastic (containers, bottles, films, bags, protective packaging) and that 50% of the printing sector’s turnover is from packaging (if we include converting and preprinting), which is why we decided on this convergence of four more sector events alongside Ipack-Ima (general processing and packaging technologies) at Fiera Milano in 2018: Meat-Tech (processing and packaging for the meat industry), Plast (rubber and plastic industry technologies), Print4All (various industrial printing and converting technologies) and Intralogistica (industrial handling, warehouses, storage and picking). Over 150,000 m2 of exhibition space will host innovative technology solutions to draw important visitors from around the globe.

Can you briefly summarize the events and trends that are transforming the sectors in which your concern operates?
In order to understand how the global demand for technology is radically changing, I would cite as one example the consolidation following the acquisition strategy of the leading food industry multinational Mondelez, which was formerly made up of 7-8 concerns, each with its own regional or local procurement decision-making apparatus. Today all decisions have been centralized, a rationalization that carries significant advantages.
The evolution of this customer means that our concerns have to adopt a glocal approach, with a sales apparatus guided by a key account strategy and a specialized and dedicated team. Furthermore, the needs of the customer have grown, requiring competencies in packaging, global efficiency, preventive maintenance and production quality assurance systems. In brief, we have become all-around total cost of ownership consultants.
Widening the scope of analysis to the sector as a whole, in recent years alliances have been a constant. They follow two main trends. On one hand, during the years of the economic crisis, certain concerns in our sector formed solid alliances (in certain cases mergers or partial mergers) with their subsuppliers, which are primary actors in our value chain.
On the other hand, we are seeing alliances with concerns operating in complementary sectors to create market synergies (I’m referring to certain operator networks with complementary products established to achieve better results in international markets).

What does participating at Ipack-Ima, after so many years skipping it, mean for your concern? What are your expectations?
The agreement between Fiera Milano and Ucima has a high strategic value and marks the beginning of a new phase of growth and internationalization of the fair. Ipack-Ima, of which I serve as president, has been completely reorganized, placing our business communities (for example that of confectionery) at the center of the logic of organizing individual pavilions, in order to help visitors find what they are looking for as easily as possible.
Furthermore, we will benefit from Ucima’s international network of relations, targeted promotional campaigns and strategic partnerships with Fiera Milano and its international network of agents in 39 countries, in addition to synergies with other events on the Fiera Milano calendar, such as Tutto Food and Host, to give just two examples.
As a businessperson, I am sure that the new Ipack-Ima will succeed in further increasing the number of visitors, in particular those from abroad.
In order to make the exhibition engaging and appealing to potential buyers, we will set up a model factory at the fair with the help of our partners, demonstrating all that we have to offer in the way of products and services related to flowpack systems.
Also, I can officially confirm that, in addition to the Cavanna Group, other major groups such as Ima, Aetna Group, Sacmi and Arol have chosen to show their products for the Italian market at Ipack-Ima.

Do you consider the fair a way to demonstrate the industry’s unity in the face of international competitors?
Absolutely. The Ipack-Ima project will see the return to Milan of major Italian market leaders and Ucima members, which will be exhibiting once again at the fair, enthusiastically adhering to the new fair project and joining the numerous international operators already present. Italian concerns will also be actively involved in the design and promotion of the event in order to create a fair in line with the needs and expectations of Italian and international customers.
In order to lead and orient the market, Italian concerns must have a conspicuous R&D plan and investments. For this reason it is now necessary to concentrate project resources and funds on a small number of major events. Our sector has identified two: Interpack for 2017 and Ipack-Ima for 2018.
Ipack Ima 2018 will thus be “the” fair with which the Italian packaging machinery sector will present itself to the world in all its sophistication, development and innovation, offering the international market, on one hand, innovative and original tailor made solutions, and on the other hand, offering exhibitors of all sizes a platform of international visibility.