In an interview with Food Business Gulf & Middle East, Ahmed Mohamed, Chief Sales Officer for the Middle East and North Africa at CAMA Group, outlines the strategies driving the Group’s ambition to become a leading supplier in the MENA region. He underscores the UAE’s pivotal role as a business hub and the importance of building a robust presence in this key market.
1. Cama Group has set a goal to become a best-in-class supplier for the MENA region. What specific strategies are being implemented to achieve this, and how important is the Middle East market especially the UAE market?
Our company goal for the Middle East is to consolidate our business presence. The strategies we are adopting starts from understanding all the cultural norms and specific custom regulations; building relationships with key contacts; engage with local partners and manage risk.
From a business point of view we will focus on specific strategies implemented to reinforce our desire to become a best-in-class supplier for the MENA region. UAE market is an important business hub and it’s crucial for CAMA to establish a concrete presence in the region.
2. Ahmed Mohamed is stepping into the role of Chief Sales Officer for the Middle East and North Africa. How do you see his leadership impacting Cama’s growth in this market, and what are your expectations?
My 20+ years business experience in the Middle East and North Africa (MENA), with more than 150 packaging machinery projects executed, allows me to be a valid support in the MENA packaging market, by offering most cost-effective packaging solutions matching customer requirements, also for complete packaging lines with challenging feeding systems and sophisticated product handling.
My expectations? Working closely with all new prospect customers to support them winning all their secondary packaging challenges
3. The IF 315 packaging machine had been showcased for the first time in demo mode at Gulfood Manufacturing. What makes this machine particularly suited for the Middle Eastern market, and what key features set it apart from other packaging solutions?
The IF 315 packaging machine showed at Gulfood Manufacturing Show, specifically designed for this segment, is a monobloc unit consisting of a single compact island. The monobloc integrates multiple functions into a single frame, making it an extremely compact and versatile machine. It is capable of forming boxes, which are then loaded by two in-house delta-type robots, sealed, and sent to the next production stage.
4. You’ve mentioned that Cama aims to be a strategic supplier of customizable, turn-key production systems in the food industry. Can you elaborate on how your technologies, like the IF 315, provide value to regional clients in sectors such as bakery, confectionery, and coffee?
The machine, which we have showcased in a demo mode at the Dubai exhibition, can process up to 40 boxes per minute with a maximum input of 400 products. It is equipped with Cama’s most advanced BTG (Break-Through) Generation engineering and, thanks to its quick format change capability, can adapt to a variety of product types: from bakery and confectionery to coffee, as well as other food and non-food sectors.
5. With the introduction of augmented reality (AR) packages, how is Cama integrating digital transformation into its machinery? How do these advancements, such as the AR-enabled user interface, improve overall productivity and user experience for clients?
Augmented reality packages have become a company’s signature. Over the years, we’ve worked on fully digitizing all aspects that contribute to efficiency and productivity, from format changes to maintenance operations. These functions have been integrated into a tablet that serves as a user interface.
6. Cama is exploring the possibility of launching a branch company focused on integrated production lines. Could you tell us more about this future business development and how innovations like the MTL Monoblock could revolutionize adaptive production in the MENA region?
Among future business developments is the idea of creating a branch company exclusively to providing integrated lines, with dedicated purchasing and management logics. One of the latest solutions presented in this regard is the MTL Monoblock: a true revolution in adaptive production, made possible through a partnership with B&R, an expert in industrial automation and mechatronics. The MTL Monoblock is capable of handling 2,000 products per minute. This is thanks to the innovative ACOPOStrak track system with independent magnetic shuttles developed with B&R, which allows maximum flexibility in managing different kinds of packaging containing up to three different types of products
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