At the latest edition of Labelexpo 2025, a sign displayed on the HP V12 showcased at HP booth announced to the world its sale to the Italian company Be Packaging, marking the arrival of this cutting-edge printing technology on the Italian market. We spoke with Biagio Mataluni, president of Be Packaging, to learn more about the company’s story and the potential developments made possible by the new HP V12
Be Packaging made headlines during Labelexpo Europe in Barcelona because they installed first in italy a HP V12 digital label press, sparking curiosity and interest throughout the industry. Over the years, Be Packaging, headquartered in the province of Benevento, has gone through three key phases.
The first turning point was the integration of the entire production chain in-house, enabling complete process control and consistent quality. Next came the adoption of digital printing, which opened new possibilities for customization and faster turnaround times. Today, the creation of an industrial group that includes Be Packaging, Unilabel, and Paperskin, marks a new era: based on a shared vision and the ability to offer clients increasingly comprehensive and innovative solutions.
Be Packaging skillfully integrates analog and digital technologies. The true strength of the company lies in its seamless transition between the two worlds: a project can start digitally and evolve into analog production, or viceversa, without the customer having to worry about anything.
Customization is at the core of Be Packaging’s approach. It’s not just about layouts or formats, it’s about understanding a brand’s logic, values, tone, and nuances. A concrete example involves a food-sector client for whom Be Packaging produced a line of limited-edition seasonal labels in just a few days: from digital prototypes to final production, every step was designed to ensure speed, quality, and visual impact.
As regards markets, Be Packaging is focusing on both Italy and Europe. The challenge lies in combining quality, speed, and sustainability, three aspects that clients no longer want to separate. The opportunity stems from the company’s foresight in investing early to offer complete solutions, enabling premium and personalized packaging with fast turnaround times. The arrival of the new HP V12 fits perfectly within this development strategy, opening new horizons in an increasingly demanding and competitive market.
Face to face with Biagio Mataluni, president of Be Packaging
What was the main factor that led you to invest in the HP Indigo V12?
“The decision came from a clear need: to meet our clients’ demands for fast turnaround, high quality, and limitless customization. We saw in the HP Indigo V12 the technology that could finally bridge the gap between analog and digital printing, combining industrial productivity with creative freedom. It was a natural step in our growth strategy: not an investment for fashion’s sake, but to give our customers a real competitive advantage”.
What practical benefits does the LEPx technology bring?
“LEPx is a revolution. It allows us to print up to 120 meters per minute with consistent quality and impeccable color repeatability. But the real benefit isn’t just technical, it’s psychological for the customer. Knowing that your packaging will always have the same graphic identity, even months later, means security, consistency, and brand reliability”.
How does this technology change your operational scope?
“Before, digital printing was ideal for short runs; today, we can also handle medium-to-large runs with the same efficiency. We can accompany the client throughout the entire product lifecycle, from market testing to large-scale production, without changing suppliers or standards. The HP Indigo V12 allows us to produce labels that are different from one another within a single print run, while maintaining industrial-level quality and speed. Some of our clients personalize each label with different names, images, or messages, and now, this is possible. This is what creates a true connection between brand and consumer”.
From a human resources perspective, what impact has had digitalization?
“An extraordinary impact. The analog sector is experiencing a shortage of specialized professionals, while digital is attracting new generations who are more curious and technological. We’ve seen young people join the company and become operational in just a few weeks, thanks to the intelligent support of the machines and an environment where training is ongoing. Ultimately, innovation also means creating quality work that is more stimulating and sustainable for those who do it”.
How does the collaboration with HP support your mission to innovate the sector?
“HP is a partner, not just a supplier. We share a common vision: bringing the power of digital to the service of packaging and people. Together, we work not only on technology, but on culture: testing, training, development of new materials, and workflows. It’s a collaboration that allows us to set new standards and anticipate market needs, not simply follow them”.
What are the main challenges for a family business that wants to innovate?
“The biggest challenge is changing mentality before changing technology. Innovation can’t be bought: it’s built day by day, creating an internal culture, widespread responsibility, and an environment where people aren’t afraid to improve. Being a family business gives us an advantage: we can make quick decisions, look to the long term, and invest with vision. But it takes discipline to transform ideas into concrete results.”
Looking to the future, what are the next steps?
“The future of Be Packaging is already written in three words: integration, internationalization, and innovation. In 2026, we will complete the industrial integration with Paperskin, strengthening the synergy between labels and paper converting.
On the commercial front, we are opening direct channels in Spain, United Kingdom, and United States, with the aim of bringing the Be Packaging model abroad.
And on the technological front, we will continue to invest in digital systems, automation, and sustainability. We want to be a group that grows, but remains true to what has made it strong: always putting the customer at the center”.
