8 questions with Tetra Pak’s Khaled Ismail

1. What do you love about this industry?

I love the speed of change in our industry…it is changing every week. The way we are able to send, receive and capture information about personal messages, business messages and marketing messages is mind boggling. I also love the power of this industry to form and change perceptions and opinions.

2. What do you hate about this industry?

The speed. By the time you agree and set a ‘go to market’ strategy, a new technology, idea, App or channel comes up and changes the game. It is super exciting, and I wouldn’t want it any other way.

3. If you could be in another profession, what would it be?

I was born a marketer and a communicator, but if you twist my arm to change profession, I would choose Mergers and acquisitions – I like business, negotiations and I like to be able to bring two complementing ideas or companies together and form something bigger, stronger and more valuable.

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4. What’s the first thing you do when you wake up in the morning?

Check my e-mails, stock market and the news on my phone.

5. What’s the last thing you do before you go to bed?

Sadly, ditto above.

6. The craziest thing on your bucket list?

To have a magnum bottle of fine Lebanese wine with Barak Obama “a profound communicator” – to prolong the session.

7. What are the challenges of the new role?

The new Europe, Central Asia, Middle East, and Africa Region is so diverse with different consumer needs, country regulations and business cultures and our challenge is to deliver a consistent Tetra Pak quality service and message internally and externally in an efficient way, regardless of the geography

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8. How do Europe and Central Asia compare to the MEA? What are the nuances of each market when it comes to consumer behavior and channels/media platforms used?

Europe and Central Asia is a more developed Region with more mature business and a different consumer base. Whilst both areas are interested in what technology and innovations Tetra Pak can bring to the food processing and packaging industry, the opportunities we see in the Middle East and Africa are more focused on food safety, whilst in Europe the focus is more on sustainability.