GEA, a global engineering powerhouse with European roots and a robust presence in Southeast Asia, made a strong impression at ProPak Asia 2025, which ran from 11 to 14 June at BITEC, Bangkok. Speaking with Neil Wightley, Senior Director of the Food and Healthcare Technologies (FHT) Hub for Southeast Asia, it became clear that GEA is steering the regional food processing industry toward a future defined by innovation, sustainability, and localized expertise.

Engineering excellence rooted in global vision

“GEA is an engineering-led, innovation-based business of European origin, but with a global presence,” said Wightley, outlining the company's long-standing commitment to Southeast Asia, with Thailand as its operational hub for food processing.

Having historically introduced advanced technologies from Europe and North America to evolving markets in Asia, GEA is now witnessing a maturity in Thailand’s food sector—especially in poultry, further processing, and value-added segments. “We have many customers here running multiple lines of our equipment,” he shared. “Now, as Thailand matures, we’re focusing on the rest of Southeast Asia as the next stepping stone.”

Wightley emphasized GEA’s mission of adding value to protein products—meat, poultry, or seafood—beyond primary processing. “We support the entire value-add journey: preparation, marination, processing—all the way through the factory to the consumer.”

The ProPak platform: More than just a showcase

GEA’s longstanding participation in ProPak Asia reflects its commitment to engaging deeply with the market. “It’s one of those events where you need to be seen, to showcase, and to engage,” said Wightley.

He noted a distinctive trait of the Asian audience, “Customers arrive in large teams—senior leaders, operations, maintenance, even production staff. It allows us to interact with everyone involved, not just the procurement director. We get a complete, rounded view of their challenges and needs.”

Automation as a necessity, not a luxury

On the topic of industry trends, Wightley identified automation as a critical need rather than a futuristic luxury. “People used to say labor is cheap in Asia—why automate? But that’s no longer valid. Labor costs are rising, and automation offers more than savings.”

“Automation brings consistency, enhances food safety, reduces energy and water usage, and allows uninterrupted operation,” he added. “It’s not just about cost—it’s about performance and long-term value.”

Sustainability: Walking the talk

While sustainability may be a buzzword in global boardrooms, GEA is turning it into action. “Many talk the talk, but we ask: Are we walking it?” Wightley posed a provocative question before outlining GEA’s commitment.

He cited rising awareness among customers driven by shareholder expectations. “They are beginning to act. They are asking about energy savings, greener processes, and food waste reuse.”

“Roughly 70% of certain meat products end up as waste. But with the right tech, we can turn that waste into valuable byproducts. That’s innovation with impact,” he said.

Product highlights: High-tech made accessible

Among the many innovations showcased at GEA's booth, a standout reveal at ProPak Asia 2025 was the introduction of the GEA CookStar First — a more accessible, cost-effective version of GEA's high-performance cooking systems. With CookStar First, GEA is bringing its trusted, industrial-scale cooking technology within reach of a wider range of food processors, addressing the industry's growing demand for quality, consistency, and efficiency.

“This is a market-entry model, especially suited for Asian customers. It delivers high yield and water savings at a lower investment point,” Wightley explained.

He also introduced MaxiFormer, used for forming chicken nuggets, burger patties, and similar products. “These systems reduce chemical and water usage during cleaning and boost yield. That means fewer raw materials, less oil, and less packaging. The sustainability ripple effect is enormous.”

Southeast Asia: Strategic growth region

With a €6 billion global business and around 20,000 employees, GEA views Southeast Asia as a critical growth frontier. “Europe and the U.S. are mature markets. Southeast Asia is where growth is happening,” Wightley affirmed. “That’s why we’ve created regional hubs—for food, pharma, and more. We believe in building local-for-local expertise.”

The Thai hub, under Wightley’s leadership, is designed to offer faster, smarter support to regional clients. “Having an expert sitting in Europe doesn’t help a factory in Vietnam facing downtime. We are blending global tech with local manufacturing to be more responsive.”

GEA - A partner, Not just a supplier

Summing up GEA’s value proposition, Wightley was clear, “It’s not just about machines—it’s about expertise and support.”

GEA’s global Test Centers allow customers to trial production lines and work with expert application teams. “We are not just forming a patty—we are improving recipes, understanding food science, and enhancing outcomes,” he said.

“That’s what sets GEA apart—we offer complete solutions, backed by knowledge, and customized for real-world success.”

GEA’s presence at ProPak Asia 2025 reinforced its commitment to innovation, regional empowerment, and responsible manufacturing. As the food processing sector in Southeast Asia continues to evolve, the company is poised to lead with a rare combination of engineering precision, local engagement, and sustainability-driven thinking.

As Wightley aptly concluded, “We are here for the long haul—not just to ride the wave of growth, but to shape it.”