Pearl of the Middle East - Meypack

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Technica is active in 23 countries and has executed nearly 500 projects for over 200 customers. In 2004, the company received the highest Merit Award for Creativity and Innovation from the Ministry of Industry and the Association of Lebanese Industrialists (ALI) The products of Technica International include transport conveyors for all applications, packaging solutions (in cooperation with Meypack) and palletisers. Technica also supplies labelling solutions as well as fi lling lines. Technica provides a comprehensive after sales service for all solutions, a reliable spare parts supply as well as a complete maintenance, modernisation and repair service. TECHNICA AND MEYPACK: SUCCESSFUL COOPERATION SINCE 1997 Since its beginnings in 1997, the cooperation between Technica International and Meypack has generated some exciting projects. Thanks to the effective teamwork of both machine manufacturers, projects for international customers such as Al Marai, Danone, Pepsi Cola, APV, Heineken, Procter & Gamble, Coca-Cola and Nestlé could be successfully executed. Within the framework of this cooperation, Meypack not only just supplies end-packaging machines such as wrap-around case packers or shrink wrappers but also ensures after sales support through its partner company from Lebanon. For its own projects, Technica designs the entire packaging line and connects the transport conveyor system with the Meypack packaging ma chines. This is a cooperation that clearly exceeds the normal scope of a purely trade and The Technica team with CEO Tony Haddad The Technica factory in Bickfaya distribution business relationship. According to Klaus M. Vogel of Meypack, Technica is a strong partner with its own engineering and design departments and a reliable production division that creates completely new applications and solutions through this integration. That is, however, only one of the reasons for the continued growth of this once small company from Bickfaya near Beirut.
Interview INTERVIEW WITH TONY HADDAD, CEO OF TECHNICA INTERNATIONAL, LEBANON Tony, you speak about Lebanon being a gateway between the European west and the Arab world. How would you describe that? Well, I am referring to the moderating position that Lebanon has been playing between Europe and the Arab world throughout its history. In Lebanon, there are a large number of superbly trained and educated people who speak Arabic as well as European languages, in particular English and French. Furthermore, in Lebanon we are exposed to and understand the western mentality and its work habits. Being part of the Arab world and speaking the same language, we also are very close to the social and work habits of the Arab world. This “Gateway Function” makes Lebanon an ideal meeting point between both worlds. That is why we at Technica have our headquarters here, from where we can coordinate the cooperation with our European partners, such as Meypack, but also from where can operate our own sales offi ces in countries such as Saudi Arabia, GCC, Egypt or other North African countries. And last but not least, Lebanon is my homeland and that of my family – that certainly also plays a role in the decision to be located here. 2007 is now behind us and we are now fi rmly into 2008. How would you describe the past year for Technica and what is the outlook for 2008? For us, the year 2007 was a very good year; or more precisely it was a record year in the company’s 25 year history. We were able to further develop our own ma chines and secure new cooperation partners. With partners such as Meypack, we were able to realise projects, a number of which were very big, comprehensive and technologically sophisticated, such as Al Marai or Health Water Bottling. Consid ering that, one can say that 2007 was real export year for Technica. And 2008 is show ing signs that this trend will continue. Tony, what is special about Technica? What makes you so successful? I think that the key to our success is that we are not a simple reseller or trading agent for a company like Meypack pack aging machines but rather that we have our own engineering and production expertise. We do not just design and manufacture transport conveyor systems but incorporate these in packaging lines that we then offer as a new complete solution. In this way, we offer a value-added product which is not offered by anyone else in this market. Another reason for our success is the high motivation and the good training and education of our employees. We work as a team, with a sense of responsibility towards each other, which has contributed to a signifi cant increase in productivity. Let’s stick with the issue of “employee motivation” – what measures does Technica and do you undertake to keep your team motivated to deal with this enormous growth process? We invest in our staff, not just with money but with time and trust. Our employees receive training regularly on technical as well as managerial levels. Furthermore, we live and work here by the principle of shared responsibility. Every member feels responsible for the success of his team and consequently for the success of the whole company. Our teams take responsibility for fi nding solutions to new problems and new challenges. In this context, I no longer feel like a controlling managing director but rather play a moderating role. My leadership style is to motivate the staff to give the best of themselves, and when results are not as good as expected, we analyze the gap and design corrective and preventive actions. We are hard on the problem, soft on the people. The atmosphere is very open and transparent. I am convinced that this form of employee management has contributed signifi cantly to the development of Technica and continues to remain essential. Tony Haddad, thank you very much for the interview.
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Pearl of the Middle East - Meypack

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