Key Business Outlooks For 2026: Joe Pocevicius, Sales Director, EMEA and APAC at Reading Bakery Systems
Globally, we expect continued demand for automation and flexible systems that can adapt to changing industry trends and tastes. Customers are increasingly focused on workforce training and aftermarket support. Our top priorities for 2026 include expanding automation capabilities, strengthening training and continuing to enhance service and aftermarket solutions that help customers maximize uptime and performance.
We asked the most important players in the European and American baking industry about their expectations for the year ahead. They talked about opportunities, changing consumer expectations, what type of support the industry needs, but also about the drawbacks of an unstable political climate and the challenges that come with labour shortage and energy prices increasing.
Joe Pocevicius, Sales Director, EMEA and APAC at Reading Bakery Systems
How would you assess your company’s performance over the past year?
Despite ongoing tariff uncertainty, we saw steady growth in sales over the past year, driven by both continued investment from existing customers and significant growth with new customers around the world. At the same time, we made significant investments in expanding and strengthening our customer care organization. That focus has helped us better support our customers, improve responsiveness, and reinforce long-term partnerships.
What are your expectations for 2026, taking into account the evolving market dynamics?
We’ve started to see the market settle, and activity and excitement have picked up over the past few months. Customers seem more comfortable and ready to move forward with capital investments. Continued engagement with our customers, along with strong interest in new products, automation, and efficiency positions us well as we look ahead to 2026.
How do you foresee the global and regional bakery markets evolving, and what are your top priorities for 2026?
Globally, we expect continued demand for automation and flexible systems that can adapt to changing industry trends and tastes. Customers are increasingly focused on workforce training and aftermarket support. Our top priorities for 2026 include expanding automation capabilities, strengthening training and continuing to enhance service and aftermarket solutions that help customers maximize uptime and performance.
That growing need for workforce development is directly shaping how we support our customers. One example is our first pretzel training seminar, hosted this February at our Science & Innovation Center. Based on the strong response from our customers, we are already planning additional seminars in 2026.
What have been your primary growth drivers over the past year, and what is the most significant lesson learned?
Our primary growth drivers have been customers looking for new product innovation, customer support services, and our ability to respond quickly to production issues. A key lesson has been the importance of proactive communication — both internally and with customers and suppliers. Close collaboration and transparency have been critical in helping us move quickly, solve problems, and better support our customers.
As competition intensifies, what strategies are you using to strengthen your market position?
We believe differentiation increasingly comes from the overall customer experience. We continue to invest in R&D focused on automation, energy efficiency, and sustainability, while also strengthening customer care, service responsiveness, and long-term support.
As other suppliers have been acquired by larger organizations, and going through staff turnover, we have continued to expand and invest in our Customer Care Team. Our team works directly with customers to understand parts and service needs, plan upgrades, and develop retrofit strategies that meet their goals. We have invested in the education of our team, and they are fully capable of servicing not only RBS technology, but equipment built by other suppliers as well. Creating a single trusted source for all of our clients’ service and equipment needs is a huge benefit to our clients and tremendous strength to our business in the market.
What unexpected development occurred in 2025, and how did they influence your strategy?
The rapid and unpredictable shifts in global trade were the most unexpected development. These challenges reinforced the value of our long-standing strategy to build global manufacturing and supply chain flexibility. As a result, we further diversified manufacturing options and accelerated efforts around energy optimization and sustainability, helping customers manage risk and cost more effectively.
Looking ahead five years, what is your vision for the industry and your company’s role?
Over the next five years, we see an industry that is increasingly automated, data-driven, and focused on sustainable production. Our vision is to be more than an equipment supplier — to be a long-term partner that helps customers innovate, adapt, and grow. By combining global capabilities, advanced technology, and a strong customer-care culture, we aim to help shape the future of snack and bakery production worldwide.