Pearl of the Middle East - Meypack

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“Innovation stands the test of time” – that is the motto of Technica International. Since 1997, the company has been working together with the Westphalian packaging specialist. Technica International – made up of over 120 employees who design and manufacture automation systems for all sectors of industry. The specialists from Lebanon connect the conveyors with Meypack packaging machines and in this way create a value-added product for their customers. 06 kompackt 1/08 UN-Charter and Universal Declaration of Human Rights. Due to its economic stability and political neutrality (1949 – 1969), the western infl uenced Lebanon became known as the “Switzerland of the Orient” during the 1950s and 1960s. The capital Beirut was referred to the “Paris of the Middle East” until the civil war in 1975. Due to its cosmopolitan culture, the high level of education (there are at least four elite universities in Beirut with very long traditions) as well as the mix of different religious denominations (for example, Christians and Muslims have been living side by side for years) Lebanon is the point of departure for trade between the European and Arabian worlds; Beirut has the optimal location and function as a metropolis – with people who understand and live both the western/European and the Arabian mentalities. As a result, the country and its capital Beirut have been accorded a mediating function which has qualifi ed Lebanon as the gateway to the Middle East. TECHNICA INTERNATIONAL: A COMPANY – A SUCCESS STORY Technica International, a machine manufacturer from Bickfaya, a suburb of Beirut, Lebanon, started as a one man show in 1982 and afterwards with four staff employees working in a space of 36 m² under the direction of Tony Haddad in the small town of Dora. In 1984, the fi rst production hall was inaugurated. It was also located in Dora and measured a modest 60 m². As a result of the war, the company moved to Cyprus in 1987. This location is still active in the market. After the war, Technica returned to Lebanon in 1991. In the Bickfaya industrial area, a 600 m² production facility was built on a 3,700 m² parcel of land. In 1992, the company became active in the export business and started its own sales activity in Saudi Arabia. In 1996, the facility in Bickfaya/Beirut was expanded into a size of 7,200 m² of property and 1,200 m² of production area. In 1997, Meypack and Technica began cooperation for end-packaging lines, which continues to run successfully to this day. The fi rst project was Makkah Water in Jeddah, Saudi Arabia. In 1999, a Technica offi ce was established in Cairo, Egypt. In the year 2000, Technica received the offi - cial “Sales Partner Status” from Procter & Gamble (P&G) of Brussels for all P&G companies worldwide. Coop eration with P&G started that same year with the fi rst large project for P&G in Cairo. In 2001, the property and the production facility at the Beirut location were extended once again, this time to 11,000 m² and 2,000 m² respectively. In 2003, Technica received the designation as an offi cial supplier for Danone and executed its fi rst project for Al Safi Danone in Riyadh, Saudi Arabia in that same year.
Technica now has sales offi ces in Saudi Arabia, Egypt and Dubai as well as in other locations in the Middle East. This refl ects the vision of Technica: Technica wants to be the fi rst choice for auto mated solutions in the Arab world. It is obvious that this goal cannot be realised with innovative solutions and strong partnerships alone but above all, it is imperative to have a high standard of quality. Therefore, since 1999 Technica has been certifi ed according to the DIN ISO 9001:2000 – an important criterion in the decision making process for large corporations such as Danone or Procter & Gamble when deciding to place their packaging requirements in Technica’s hands. On the Human resources level, the founder and CEO Tony Haddad implemented a total re-engineering concept, whereby each team member takes ownership of his job duties, with total responsibility and accountability. This is applied at all levels in the organization. According to Tony Haddad, the employees identify themselves more strongly with the company and their tasks. They become motivated and as a result are signifi cantly more productive. This was evidenced in 2006 when everyone pitched in to load the last machines onto the trucks for transport out of the country while the war was raging; an impressive performance that can only be explained by a sense of total dedication and commitment. Multicultural and pulsating, breathtakingly diverse and fascinatingly beautiful: Beirut, the colourful metropolis of Lebanon, is the centre between East and West
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Page 9 and 10: Interview INTERVIEW WITH TONY HADDA
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Pearl of the Middle East - Meypack

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