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Gavin Wilson celebrates 27 years with UPAC this December, a landmark that stands for more than longevity—it’s a career built on anticipating the operational and branding needs of Australian bakeries.

Gavin Wilson’s deep industry knowledge, solutions-first thinking, and unwavering commitment ensure that packaging is never just a cost, but a powerful, safe, and efficient asset for every brand he supports.

In an industry where margins are tight and consumer trust is paramount, the silent work of a packaging specialist can mean the difference between a product that flies off the shelf and one that languishes.

For over a quarter-of-a-century, Gavin Wilson has been that specialist for UPAC and for bakeries across Australia, cementing his reputation as one of the country’s foremost experts in food packaging logistics and design.

Gavin’s tenure, which began in 1998, predates the digital revolution and the modern focus on sustainability. Yet, his career is defined by his ability to seamlessly bridge the gap between traditional industry knowledge and necessary technological evolution. His expertise doesn’t just rest on materials science; it’s rooted in the practical realities of the bakery floor, the warehouse dock, and the retail display case.

The hands-on advantage: From operations to innovation

Gavin’s early years at UPAC saw him immerse himself in every facet of the business—from the demanding logistics of operations to the delicate process of product development. This hands-on experience created a crucial difference in his approach. He didn’t just understand product specifications; he grasped the operational pain points of his clients. He knew exactly how the wrong bag dimensions could jam an automated line, or how poor storage could compromise the integrity of high-clarity film.

This practical empathy is the foundation of his guidance today. Gavin’s team provides critical solutions that span the essentials: polypropylene films that are carefully engineered to extend the shelf life of fresh loaves and baked goods, and allergen-compliant packaging that offers peace of mind in an era of heightened dietary awareness. Crucially, his approach helps bakeries ensure compliance with increasingly stringent food safety and labelling standards.

Gavin visits a client’s bakery facility to observe the bread bagging line and explore how UPAC can enhance efficiency with innovative packaging solutions.

Solving the Operational Headache with Digital Tools

Gavin recognised that for many small-to-mid-sized bakeries, the logistics of packaging and storage presented a massive operational bottleneck. Dedicating precious, often expensive, floor space to pallets of custom bags and films was a constant struggle that directly impacted production capacity. Furthermore, the administrative stress of managing stock and forecasting future needs often diverted owners’ attention from their core business: baking.

This deep understanding of the client experience drove a major shift in UPAC’s service model, spearheaded by Gavin. His solution was a powerful combination of physical infrastructure and digital transparency.

First, he led the introduction of HACCP-certified warehousing. By offering dedicated, secure storage for clients’ custom packaging, UPAC effectively removed the burden of storage from the bakeries. Owners no longer need to worry about the security or compliant storage of their stock, knowing it is held in a controlled, quality-assured environment until the moment it’s required. It’s a pragmatic solution to a common industry problem.

Second, to provide complete control and visibility, Gavin oversaw the launch of a new Customer Portal and Smart Inventory system.

This intuitive digital platform allows clients to see their custom packaging products at a glance, get live inventory updates, and access forecasting data based on their historical usage. This tool transforms inventory management from a weekly chore involving guesswork and stress into a quick, predictive check, virtually eliminating the anxiety of unexpected stock-outs or expensive rush orders. The system ensures that packaging, a critical supply component, is managed with the same precision as raw ingredients.

Packaging as a brand asset

Over 27 years, the bakery environment has been transformed by consumer sophistication. Today, packaging must do more than protect a product; it must communicate a story. Gavin has consistently led UPAC in treating packaging as a pivotal brand asset.

Under his direction, custom-printed packaging evolved from a simple logo placement to a sophisticated marketing tool. For bakeries aiming to stand out in competitive retail aisles, Wilson’s team develops designs that enhance product visibility, reinforce brand identity, and help drive impulse sales. His solution-centric approach ensures the packaging narrative is clear, consistent, and compelling, turning a disposable item into a valuable piece of brand real estate.

This focus on presentation is coupled with a commitment to operational efficiency. Gavin understands that beautiful packaging cannot come at the cost of production speed. He advises clients on material choices and formats that run optimally on their existing equipment, ensuring that the shift to premium-looking packaging is a smooth operational transition, not a source of frustration.

Gavin Wilson, UPAC managing director

Leading the charge on sustainability and innovation

Innovation has been at the core of Gavin’s career. He ensures UPAC stays ahead of industry trends, adopting new materials and technologies that address emerging needs. Innovations introduced under his guidance include the adoption of high-clarity films that showcase products with maximum visual appeal and advanced sealing technologies that further enhance shelf-life solutions.

More recently, sustainability has become non-negotiable, and Gavin has taken a proactive stance. He has worked tirelessly to promote and develop packaging solutions that help bakeries reduce their ecological footprint without compromising the integrity of their product.

This means advising on the best use of recyclable, compostable, or lower-impact materials. His ability to balance commercial imperatives—such as cost-effectiveness and product safety—with modern consumer demands for responsibility demonstrates a deep commitment to the future of the industry.

Gavin ‘s impact is not just in products, but in partnership. Clients routinely praise his practical problem-solving skills and his ability to translate complex technical knowledge into actionable, simple guidance. He has cemented his reputation as a trusted advisor by tailoring every solution to the specific challenges each bakery faces, whether they are a small independent artisan shop or a national supplier managing complex supply chains.

Gavin Wilson’s 27-year milestone with UPAC is more than a personal achievement; it underscores the critical importance of expertise, insight, and collaboration in a sector where packaging is vital to product quality, compliance, and profitability. As the baking industry continues to evolve, his focus remains sharp: delivering innovative, practical, and sustainable solutions that allow bakeries to confidently meet modern demands while maintaining the highest standards of quality and presentation.