13 February 2025
"It's about your products. Not ours." That's why Rovema wants to be more of a consultant than a machine manufacturer
Customized, well-protected and functional: packaging places high demands on materials and machines
Whether it's flour, pasta, frozen berries, liquid products, or non-food items—at the end of thousands of production plants, a packaging line ensures that goods can not only be transported and stored safely and efficiently but also convince consumers at the point of sale. Packaging machines must master this combination of protection, individual presentation and functionality, and be particularly reliable as the final link in production. This places high technical demands on machine manufacturers like Rovema. However, given increasing product variability and recent industry trends, the Haniel portfolio company wants to deliver more than just a versatile and reliable system. It increasingly sees itself as a consultant on the way to the best possible packaging solution.
A strong trend towards sustainability and automated production
"In the past, it was all about bringing the fastest packaging machine onto the market," explains Ingo Hamel, CTO and responsible for technical development at Rovema. "Then manufacturers wanted to make a difference with perfect seals or deliver particularly flexible machines for modular systems and packaging format changes." For about five years now, sustainability has been the major industry trend, recently complemented by new AI-supported possibilities for automated production. This is where the expertise of around 600 employees and many years of experience gained from delivering more than 30,000 machines come into play, says Rovema's CEO Karl Pühringer. "At our site in Fernwald, all processes from machining to final assembly are united under one roof. This high vertical integration benefits our customers, for example, because we can assemble entire packaging lines on site, tailored to their needs, and test them together under various conditions."
More than 100 tests per year in the “Technikum”: Rovema works together with leading suppliers
Rovema increasingly takes on a consulting role around the production of a packaging system. For Chief Sales Officer Florian Lude, this means aligning all processes with a customer's product. The statement "It's about your products. Not ours," displayed prominently at the company's headquarters, represents this philosophy. The idea behind it: Both parties—the customer and the machine supplier—ultimately benefit from the success of a well-packaged and well-sold product.
But what does this mean for collaboration with the prospective users of a packaging line? "As soon as the process between a company and our sales team becomes more concrete, we involve various teams," says Florian Lude. "From project engineers to specialists for individual adjustments to production." Many questions need to be clarified when selecting the best possible packaging. For example: Pillow or block bottom bag? Seal edge with zip or RoPack with tape? Lightweight polypropylene packaging material or paper and paper composite packaging materials? A big plus when finding the right solutions: Since the late 1980s, Rovema's in-house technical center (“Technikum”) has offered the opportunity to conduct various packaging material, performance, and application tests in close cooperation with leading suppliers. In over 100 tests per year, the involved teams have built up immense knowledge about packaging materials, bag styles, and packaged goods. This expertise pays off, especially when it comes to requests for innovative processes, such as packaging frozen food with recyclable barrier paper.
Case Study: 5 steps to perfect packaging
Mamut Polska S.A., the Polish market leader in the production of breadcrumbs, rusks and croutons, expanded its machinery park in 2024 with a Rovema SBS brick pack machine. This was preceded by a joint packaging project with the goal of replacing traditional pre-made paper bags with advantageous block-bottom bags from the flat film web.
The phases of collaboration:
Analysis
To assess all important project parameters, Mamut in advance provided the Rovema team with the original product (breadcrumbs).
Supplier selection
The packaging material was to be a recyclable, compostable, and heat-sealable FSC paper, supplied in the form of a film roll for vertical processing on the form-fill-seal machine. Three suppliers could meet the basic requirements.
Material tests
In the in-house technical center, Rovema tested the paper packaging materials for all important parameters, such as dosing accuracy, uniformity of bags, air content, quality and tightness of the sealing seams.
Further customer projects
On its website, Rovema provides an insight into its collaboration with many other customers. The case studies show, for example, how the pasta manufacturer Bernbacher switched its packaging from film to paper or why the Demeter company Bauckhof was interested in quick format changes with the Rovema SBS Twin.
Life Cycle Services designed to extend the operating life of machines
After delivering and commissioning a machine, Rovema usually remains in close contact with its customers for years. Through so-called Life Cycle Services, experts offer professional support during inspection and orientation phases, implement contemporary machine adjustments with well-thought-out upgrades, or give machines that have been tried and tested for many years a second life through a general overhaul. At the Finnish traditional company Myllyn Paras, the 700 millionth pasta bag recently exited the line of a Rovema form-fill-seal machine, which has been reliably operating since 1989 thanks to regular maintenance. This positive customer experience led to the purchase of two additional machines, while Rovema also supported the changeover of existing systems to recyclable packaging materials.
Worldwide reputation for outstanding performance and reliability
"In our industry, we offer the Mercedes of packaging machines," says Rovema CEO Karl Pühringer. Similar to the German automobile brand, the products are known for high performance and long-term reliability—worldwide. The Haniel portfolio company is therefore increasingly active internationally and has twelve own branches and more than 30 sales representations. Rovema generates the majority of its revenue through exports, with most machines being manufactured at the main site in Fernwald in the Gießen district. "We are located in the 'Packaging Valley,' so to speak, as suppliers and competitors work in close proximity to us," says Pühringer. Additionally, Rovema has been manufacturing in India for several years, having acquired the company Hassia India in 2020 to strengthen its service offering for markets in Africa and Asia. A Dutch site also specializes in modernizing older machines.
The packaging specialist impressively demonstrates how quality and customer orientation promote global growth. With thousands of existing systems and ongoing technical innovation, Rovema moreover wants to leverage the great potential of the retrofit business.
