A few days before the Gulfood Manufacturing fair in Dubai, we met with Ahmed Mohamed, Cama’s MENA sales manager, to discuss the Italian company’s cutting-edge technological solutions as well as Cama’s unique approach, which combines technical expertise with a deep cultural sensitivity to the region.
The MENA Market: its connection with Italy set to increase
“Italy is considered as a privileged partner in this area due to its geographical proximity, and the connection between our cultures is strong,” Mohamed says, emphasising the significance of Italy’s presence in the region.
“The Italian mentality is appreciated in the Middle East, and Cama, a technologically advanced and culturally aware company, is well positioned to respond to the needs of the market.”
In this region, the Italian company is renowned for its strong commitment to customisation and client service, both technically and culturally.
“When we approach a market that is culturally different from Europe, we understand how important genuine proximity to clients is. That is why Cama employs an area manager in each market who, in addition to technical skills, can assure quick communication and cultural understanding.
Mohamed emphasises how this strategy of localising business management is a strategic advantage for Cama’s commercial relations: “In my area of responsibility, for example, I can respond directly and in Arabic to customer requests, thus establishing immediate dialogue and more human interaction.”
The MENA market: technological demands and climate challenges
From the perspective of production requirements and quality in agri-food packaging, Ahmed Mohamed describes how the evolution of the MENA industrial sector has brought local standards closer to European ones. “There are no longer any major differences between the technological needs of agri-food producers in Europe and those in the Middle East; the quality required is high and the approach to marketing and packaging technology is now homogeneous.”
This high-quality requirement, however, presents a unique challenge: the region’s highly variable environment. “In my home nation of Kuwait, temperatures can exceed 50 degrees Celsius in the shade. This has very specific impacts on a packaging solutions provider like us: the equipment must be equipped with a high level of resistance.” Mohamed explains how Cama works with customers to tailor solutions to their individual needs, rather than simply supplying machinery. “In the Gulf countries, for example, we don’t just design efficient machines, we help customers set up their production environments, educating them on how to maintain consistent temperatures in warehouses to avoid deterioration of packaging materials, such as cardboard, which could compromise the entire production line.”
Cama’s excellent technology ranges from monoblock solutions to long-term support
Cama will exhibit different kinds of robotic monoblock machines at Gulfood Manufacturing, suitable for both small and medium-sized Middle Eastern firms as well as big production lines for multinational corporations. “Our monoblock solutions are highly compact, efficient and flexible, with the ability to form, fill and close packaging in one solution.” According to Mohamed, this versatility fulfils the needs of a fast-increasing market, such as the Middle East, where modern industries seek automated solutions to minimise plant complexity and save space.
Customers benefit greatly from innovations like digital twins and automatic change over, which enable processes to be simulated before being implemented in reality: “These technologies increase productivity and reduce downtime, making it easy to adapt to market changes. Our augmented reality allows technicians to monitor the functioning of different components, generating preventive alarms for replacement and facilitating the pre-ordering of spare parts directly from the tablet.” Preventive maintenance is equally essential for Mohamed.
The value of continuous assistance
Cama is committed to supplying continuous assistance for the duration of its machines’ lives. Mohamed describes the story of a MENA client who had to promptly replace a plant following years of cooperation. “To make sure the customer understood how to use the new technology completely, we not only supplied the new machines but also provided training. To create a technological culture that makes our highly automated systems easier to use and more efficient, training is crucial”.
During the Site Acceptance Test (SAT) at the customer’s factory, Cama’s strategy is to “make customers as autonomous as possible by having our technicians guide them through the installation process and provide training for the machine’s continuous use. Additionally, we provide ongoing on-site and remote after-sales support, enabling prompt problem-solving”.
Growing local investments and environmentally friendly projects
The MENA area has seen a significant rise in technology investments in recent years, particularly in Gulf nations that are diversifying their economies, such Saudi Arabia and the United Arab Emirates. In order to promote a more sustainable economic model, Arab nations are concentrating on manufacturing, tourism, and technology in an effort to lessen their dependence on oil.
“These nations have big plans, and we are trying to do everything possible to help them achieve their objectives,” Mohamed says.
Along with cutting-edge technology, the region’s development plans place a strong emphasis on sustainability, with several initiatives aiming at lessening the negative effects of industries on the environment. “With solutions that minimise waste and maximise energy efficiency, our machines meet these high standards.”
Cama at the Gulfood Manufacturing fair
With cutting-edge technology, a strong cultural commitment, and a devotion to ongoing customer service, Cama establishes itself as an efficient partner for the MENA packaging firms. In order to maintain the connection between Italian innovation and the Middle Eastern manufacturing realities, Ahmed Mohamed will be on hand at the Gulfood Manufacturing show in Dubai to discuss the specific needs of regional manufacturers and provide them with solutions that are specifically tailored to the region’s technological and climatic challenges.
Cama will be at the Pack Expo and ALL4PACK fairs concurrently with the Gulfood Manufacturing fair:
- Gulfood Manufacturing (5-7 November, Dubai), Hall Shk Seed Hall 2, Stand S2 B3
- Pack Expo (3-6 November 2024, Chicago, USA), North Building – N 5152
- ALL4PACK (4-7 November, Paris , France), Hall 5, Stand F041
