Supporting sustainable innovation with trust: the WITTENSTEIN recipe to success

Technological advancement and geopolitics are the focus of the conversation held with Dr. Bertram Hoffmann, WITTENSTEIN president and CEO, who gives to ItaliaImballaggio his vision of the present and future of the packaging machinery sector, stressing the focus on how the cultural approach to business could strongly affect successful results.

In a packaging sector continuously evolving, how do you differentiate from your competitors?

“After COVID, packaging production increased significantly. In the years following the pandemic, we saw a drop in volumes while environmental awareness grew. Looking ahead, I strongly believe that volumes will rise again — in ways that integrate market demand with a strong focus on sustainability. Due to demographic changes and new lifestyles, I see the market moving towards smaller formats, opening new opportunities for the packaging sector”.

Thanks to EU policies and regulations, sustainability is now oriented towards measurements leaving green washing behind. A positive effect counterbalancing a significant tendence to regulations by EU institutions…

“As I mentioned, sustainability is crucial across all sectors of society, but it’s definitely overregulated. I appreciate the current trend toward measurable goals, particularly those aimed at reducing CO₂ emissions and resource consumption. That said, paper isn't always the best solution in packaging. A paper-only approach does not necessarily help the planet or lead to greater sustainability. A balanced evaluation of each context — choosing the right materials and technologies — is the best way to meet the Green Deal's challenges.”

Many companies argue that regulations push industry towards innovation. What do you think?

“We don’t’ need regulations to display innovation. As WITTENSTEIN, we innovate because it is part of our identity. The point is that regulation brings innovative companies to improve the potential they already express in their everyday business. “

Which markets and sectors are you looking to in the future?

“Machine tools are moving toward durability, while traditional sectors like automotive are declining. Meanwhile, e-mobility is growing, replacing combustion engines. This marks a significant shift, with high-growth sectors like semiconductors, medical technology, and precision manufacturing taking the lead. These sectors demand highly accurate positioning and automation. Logistics is a great example — automation is rapidly expanding there. Machining, bundling, handling, and AGVs will bring additional business opportunities. Reshoring driven by geopolitical crises is accelerating automation across Europe, requiring AI — a technology we already use daily at WITTENSTEIN. Customers also want AI in our products, which challenges us to understand our position in the value chain. As a component supplier, we deliver for exemple gearboxes to machine manufacturers, without direct contact with the end users. That is why we want to further strengthen the relationship of trust with our direct customers in the future — the machine builders — and to create a network that includes the end users. A cooperative strategy among all actors in the value chain will enable us to deliver better quality to our shared customers. In this context, AI will support data sharing, but only on the foundation of mutual trust”.

What about the impact of the international situation in the spread of an artificial intelligence which is not european at all?

“Globally, two countries are investing heavily in AI. I can't say for sure whether the U.S. is ahead — because nobody really knows what’s happening in China. What’s clear is that these countries lack the deep expertise in hardware that we have. Of course, we must become more competitive in AI, but our strength lies in our combined expertise in both hardware and software. The more specialized we are in hardware, and the more we integrate AI, the harder it will be to replace us. Only companies that can combine AI expertise with innovation will produce outstanding products. These will be the ones to stay ahead — not those with only partial competence”.

International politics is more and more complex and affecting global business. The special focus in on US renewed foreign policy. Can you give us your view?

“I don’t like a business environment where industry and economics operate based on aggression and fear — it doesn’t lead us anywhere. In the early days of the current U.S. presidency, the situation was unpredictable. But I believe we will return to a more stable environment, even if the challenges remain. Ultimately, I’m convinced that trust is the foundation of success — in business and beyond. This holds true for Germany, Italy, and the U.S. alike. Losing trust means losing competitiveness — and with it, business opportunities”.