The aim of Amec envasgraf, the Spanish association that represents the interests of manufacturers of machinery for containers, packaging, bottling, cardboard products and their graphics, is the internationalisation of the sector's companies by promoting networking and collaboration between the different firms to make them more competitive in foreign markets, and aiding them in new industry challenges. For multiple editions, the entity has collaborated with Hispack to strengthen internationalisation of the trade show and its promotion in strategic countries by seeking out new business opportunities and attracting visitors. We speak with Michele Palma, president of Amec envasgraf and Synchrogroup, about this and the current status of the packaging machinery sector.

Packing and packaging machinery is a key sector at Hispack. How would you assess the current situation of Spanish companies?

There can be no doubt that optimism can be seen with regards to having definitively overcome the crisis, and clear signs of stability can be seen in the near future.

Manufacturers of packing and packaging machinery are being very active in many areas, diversifying their exports to new markets and dedicating a great deal of effort to completing new technical developments, delving into product specialisation, applying new technologies, eliminating and simplifying processes, and always with the steady goal of improving internal competitiveness and providing value to customers.

At the market level, the determination of Spanish companies in the sector to face competition must be highlighted, as they reorient or even reinvent themselves to remain the protagonists in the future of the sector. Consequently, the future we are facing is full of optimism, although always under the precepts of prudence: we have not lost sight of the fact that we live in an ever-changing world.

Are Spanish manufacturers of packaging machinery competitive in the global market?

In the international context, the Spanish manufacturer of packing and packaging machinery is well positioned; at the European level, we are in third place, behind Germany and Italy. We are competitive, we have a cutting-edge technological offer and we've known how to take advantage in recent years in order to adapt our companies and our equipment to the market's current and future needs.

In relation to the global market, the companies are highly internationalised, some have production sites distributed all over the world, in addition to fulfilling a large percentage of exports from Spain. We manufacture high-quality, state-of-the-art equipment at a competitive price. Proof of this can be found in that fact that some of the association's companies are the global leaders in their specialities.

Among the central aims of Amec envasgraf is to boost sector internationalisation and to promote innovation. What can Spanish companies offer as differential value in foreign markets?

Possibly the most characteristic value of the members of our association is the flexibility that we have to adapt to the specific needs of our clients. This gives us a competitive advantage over manufacturers in other countries. It is also worth highlighting the propensity for innovation, which favours dynamic market development.

There are several main challenges that we face: size of the company, commitment to sustainability, Industry 4.0, digitalization…

How would you assess the international presence of Spanish companies in the sector?

Amec envasgraf represents the manufacturers of equipment and peripherals in three main sub-sectors: machinery for corrugated cardboard, printing machinery for flexible packaging, for which we have global leading companies, and machinery for packing and packaging, which stands out as the manufacturing sub-sector with the largest number of companies and export volume.

At present, some packaging and materials manufacturers have also wanted to join the association so that we can help them with the internationalisation process and share synergies with other machinery manufacturers.

In general, machinery manufacturers' exports have undergone a very positive evolution, and today we already export approximately 60% of what we manufacture, mainly to countries in Europe and to the United States, both of which are demanding markets. This confirms the quality and competitiveness of our equipment.

For Spanish companies that manufacture packaging machinery, what countries are the main competitors? And which countries are the most attractive as far as investing in promotion?

There is a great deal of global competition, but the largest concentration of manufacturers can be found in Italy and Germany. Despite this situation, Spanish companies and packing and packaging machinery are well known and highly valued internationally.

The most attractive destinations, whose markets are targeted by many companies, are in the United States and the Asia-Pacific region. Currently, the countries that are experiencing a major development process are those located beyond the European continent: areas experiencing the most growth are the United States, Latin America and South-east Asia.

In addition to these main axes of development, it is worth mentioning the evolution and growth of countries in Africa, particularly in sub-Saharan Africa.

Is there a specific profile for a Spanish company that begins the process of internationalisation and decides to compete globally?

We could say that it's a combination of an entrepreneurial spirit and at the same time a need to overcome difficult economic circumstances. Many companies in the sector used some foresight and began exporting many years ago and have only intensified their efforts in the recent years of economic crisis, as exportation is now an absolute priority. Newly created companies in the sector are already internationalised and global when they start out.
At Amec envasgraf, we are working to promote enhanced collaboration between companies, which allows us to provide comprehensive solutions to any project proposed to us, and that is what clients increasingly request of us, comprehensive solutions.
How are packaging machinery manufacturers experiencing the digital transformation process?
Digitisation in the internationalised industry has led to new business models, new forms of management, new marketing channels, new ways of communicating and accessing the end client and new manufacturing methods. We are working to adapt to these changes in the best possible manner.
Innovation plays a fundamental role when it comes to being more competitive. How would you assess the R&D of Spanish companies in the packaging machinery sector?
The companies are aware of the need to invest in R&D. In the past year, to a greater or lesser extent, all the companies associated with Amec envasgraf have done so, but technological innovation isn't everything. A large effort is also being made to develop new business models in the packaging machinery sector.
Do you think there is enough support and aid in Spain to encourage Spanish companies in the sector to export?
The support provided to us is far below that which we would like to have, particularly given that ICEX budgets have been drastically reduced in recent years. We currently receive just 20% of the support that we received six years ago, and companies have had to double their efforts to continue with the internationalisation process. A change in this direction would be very important.

Three months out from the Hispack event, can you let us in on any of the new trends or innovations that will be seen at the trade show?

The main trends in technological innovations in the sector that will be presented at the upcoming edition of Hispack are:

• Hygienic machinery design
• More versatile and sustainable industrial processes
• Higher degree of automation of processes
• Automatic format changes
• Machines with reduced energy consumption
• Development of technology for active packaging
• Improved machine ergonomics
• Adaptation of the machines to meet marketing demands
• Adaptation of the machines to comply with the control of asepsis and sterilisation parameters.

What does the packaging industry provide a trade show like Hispack?

Hispack is a benchmark trade show in the sector at a national level and an excellent platform for displaying the newest arrivals and most recent trends. I am sure that this edition will be a success and that the number of visitors will exceed past years, for both national and international visitors.