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In this ROKStudios conversation, Luis Villegas, president of amec envasgraf, shares his perspective on how packaging OEMs are rethinking the machine lifecycle, from initial design through to long-term operation. He explores the growing impact of sustainability demands, digitalization, and skills shortages, and explains why early design decisions are becoming more critical. Drawing on industry-wide insights, Villegas highlights how OEMs can improve competitiveness, resilience, and efficiency while continuing to deliver reliable customer value.