With more than two decades in the metal packaging sector, Fernando Fuentes is recognized for his innovation as founder and director of Mundolatas, a comprehensive web portal that has transformed the industry with services from digital media to artificial intelligence specialized in metal packaging.

In his latest initiative, as Director and Founder of WorldCanExperience, Fuentes continues to raise the industry standard with the creation of an exclusive trade show dedicated to metal packaging. This event, scheduled for late February 2025 in Dubai, promises to be an immersive and educational experience that will bring together international leaders to share knowledge and explore the latest technological innovations and market trends.

Throughout his career, Fernando Fuentes has demonstrated an unwavering commitment to excellence and innovation in the field of metal packaging.

1. What differentiates World Can Experience from other trade shows in the metal packaging industry?

The main distinction of WorldCanExperience lies in its comprehensive approach to metal packaging, offering specialized training for both 2pc and 3pc containers, taught by leading industry professionals. In addition, it stands out for its round tables with international experts, providing a space for the exchange of ideas and networking of high added value for participants.

• Why did you see the need to create this fair?

It is a show that seeks to meet the need for training, and we strongly believe that Dubai is a unique location that connects the EMEA regions, as well as China and India. Therefore, we consider the location to be optimal. Coupled with the uniqueness of the event, we believe it can have a significant uptake by can makers and consequently by exhibitors.

• The name “Experience” denotes that this fair intends to provide just that, new experiences. Can you advance in which areas do you think these experiences can occur?

Indeed, the term “Experience” indicates that we are preparing not only a show with innovations in content and format, but that we are looking to elevate the user experience to the highest level. We intend to treat visitors in an exceptional way and, of course, we will add group activities that will make networking a unique experience. Participants will come away with the feeling of having had a complete experience, including intensive training, macro discussions at the round tables, the opportunity to meet suppliers and listen to their presentations, generate new customers, strengthen relationships with existing customers and enjoy a series of memorable personal experiences.

• In the context of permanent technological advances, do you have a section on Artificial Intelligence planned for this fair?

It will be a topic to address in the roundtables; however, artificial intelligence still has a long way to go in the metal packaging industry or in the industry in general.

• The exhibition of new products and equipment is something present in all fairs. In this case, where will these new products and machinery be exhibited?

As in other fairs of this type, exhibitors will have an exhibition space where they can present their equipment or accessories, as well as all the graphic documentation they deem appropriate, including videos, brochures or virtual reality glasses.

• Question: Do you consider that WCE will offer an adequate space for reflection and debate, unlike other fairs? What do you consider to be the most urgent challenges to be addressed and discussed?

WCE is specifically designed as an environment conducive to reflection and debate. For four days, participants will live together in a five-star hotel, facilitating not only networking and customer generation, but also moments dedicated to discussing and reflecting on the most pressing challenges facing the metal packaging industry.

• The market for cans and metal packaging is global and the international context has been really turbulent for several years. Can this sector become a bubble space that cannot be damaged by international disruptions?

Metal packaging has remained relatively unaffected by international contexts, economic crises and the COVID-19 pandemic. Cans, because of their role in the domestic consumer society and their advantage of having long expiration dates, are a fairly stable sector in the face of international turbulence. However, the factor that has affected us the most has been the prices derived from maritime shipments. In a globalized world, any disruption in these shipments causes a significant impact worldwide, and cans are no exception. Since empty cans mainly carry air, the cost per unit is higher compared to other products.

• The metal packaging sector is highly conscious of recycling and the elimination of C02 waste to the atmosphere. Will WCE also have an environmental section to address the challenges and possible solutions?

Of course, environmental sustainability will be one of the main pillars of the round tables at WCE. Metal packaging has significant advantages from an environmental point of view. First, it is highly recyclable, with recycling rates that are often higher than those of other materials. Steel and aluminum are infinitely recyclable materials, which contributes to reducing the amount of waste going to landfills and helps minimize the environmental impact associated with the extraction of raw materials.

• Training is another important area in a highly qualified sector that requires professionals who can adapt quickly to changes. What are the training lines to be seen at WCE?

Training is the most innovative element of this fair, among other highlights. We will have four professors who will teach a total of twelve courses aimed at the industry. These courses, with a high technical content, are aimed at plant managers, engineers and directors. Thanks to this training, participants will be able to acquire a global and complete vision of the process and the product. Combined with the other programmed activities, this experience will be comprehensive.

1. What do you intend to achieve with WCE?

My goal, industry permitting, is to consolidate a new event model that will be repeated annually in Dubai. The intention is to create an innovative, different, technical and entertaining event.

World Can Experience 2025 kicks off Paris Packaging Week: the event that brings together packaging excellence arrives at Paris Expo Porte de Versailles in January Mundolatas will be present one more year at LATAMCAN 2023. INTERVIEW WITH FERNANDO FUENTES DE LOLISER