From the charming hills of Italy to the buzzing production floors of Australia and New Zealand, Alessandro Bernini has made it his mission to bring smarter, faster, and more sustainable packaging solutions to food manufacturers across the APAC region.
As Business Development Director APAC at CAMA, Alessandro isn’t just selling machines, he’s building bridges between cultures, solving practical production problems, and helping food brands grow. We recently caught up with him for a casual chat about his journey, what makes CAMA different, and why the partnership withJ.L.Lennard is key to supporting local customers.
“It all started by accident…”
“I actually stumbled into automation completely by chance,” Alessandro laughs. “It was during my PhD when I was researching how plastic fibers affect concrete mixers, nothing to do with food or packaging!”
But through technical meetings and business discussions, something clicked. “I found myself explaining processes, trying to make systems work better, and I realized I loved that mix of people and technology.”
Since then, Alessandro has spent over 15 years in the automation world, and his passion hasn’t dimmed. “The reason I love this job is simple. It’s the people. Being a salesman in this industry means you meet professionals from every corner of the globe. And with CAMA’s portfolio, I always feel proud of what I’m bringing to the table.”
A Day in the Life — APAC Style
With clients spanning from Mumbai to Auckland, Alessandro’s day often starts before sunrise.“The time zones are wild,” he says. “Some mornings I’m dealing with urgent requests at 7am; by the afternoon I’m focused on helping my team turn customer challenges into real solutions.”
His approach is hands-on and collaborative. “It’s not about selling a product, it’s about understanding what our customers need, and designing something that truly works for them.”
What Makes CAMA Different?
Over the past four decades, CAMA has grown into one of the world’s leading names in secondary and tertiary packaging. But Alessandro is quick to point out that it’s not just about the technology, it’s about flexibility.
“Especially in ANZ, customers are looking for systems that can do it all, reliable, flexible, future-proof. That’s where we shine. We don’t just sell machines; we build turnkey systems that fit seamlessly into existing operations.”
CAMA’s BTGeneration machines, for example, are now in their second release, with upgraded robotics, sleek design, and built-in augmented reality tools for easier maintenance and format changes. “We’ve really embraced digital transformation,” Alessandro says. “It’s all about making life easier for the operator.”
The Green Road Ahead
For Alessandro, innovation goes hand in hand with sustainability. “High efficiency isn’t enough anymore,” he explains. “Our customers care about recyclable materials, energy consumption, and carbon footprint. and they expect us to care, too.”
That’s why CAMA’s in-house packaging team works closely with brand owners to design formats that use less material, cost less to produce, and are easier on the planet. “It’s about finding that sweet spot between performance and responsibility.”
Why J.L.Lennard Matters
When asked about CAMA’s partnership with J.L.Lennard, Alessandro doesn’t hesitate.“They’re our eyes, ears, and hands in Australia and New Zealand.”
Being based entirely in Italy, CAMA needs strong local partners to support customers across time zones and borders. “Even the best Industry 4.0 machine won’t matter if we can’t deliver spare parts or service quickly. That’s where J.L.Lennard comes in, they bring our solutions to life.”
One recent success? A fully integrated ice cream packaging line that broke into a market previously controlled by just a handful of global suppliers. “It was a niche area, and now we’re in it. That’s the power of collaboration.”
Meeting Today’s Challenges
As automation spreads further into food production, Alessandro has noticed a big shift: customers now want to automate tasks that were manual for decades.
“Before, the focus was on high-speed packing. Now, they’re asking us to automate everything, even loading our machines with blanks. That’s not easy when cartons are stored for months, transported across long distances, and arrive in all kinds of conditions.”
To solve this, CAMA developed the ACL (Auto Carton Loader), a clever system with a robot, smart camera, and advanced software that reads pallet patterns and gently picks and loads the cartons into the machine. “It’s a game-changer,” he says.
For Anyone Starting Out
Alessandro has one piece of advice for companies just beginning their automation journey: “ask lots of questions.”
“Talk openly with your supplier and be wary of anyone who says they can automate everything.Every system has limitations, and a good partner will tell you honestly what those are.”
And while CAMA is best known in the food space, Alessandro hints at some surprising side projects: “We’ve done plastic tape assembly, personal care items, even sanitising soap lines. We love a good challenge!”
What’s Next?
In the next year or two, Alessandro is most excited about taking the ACL system to the next level, helping customers overcome one of the last frontiers in end-of-line automation.
And for the ANZ market? “I see a clear trend toward replacing low-skilled labour with smart automation. The drive is strong, and CAMA is ready for it.”
Big thanks to Alessandro for the great conversation, and for his continued commitment to building smart, sustainable packaging solutions for our region.
Stay tuned for more stories from our partners and the people behind the machines.
