As the woodworking industry embraces smarter manufacturing and more sustainable production practices, coating technology is evolving beyond surface finishing into a key enabler of operational excellence. Wood & Panel sat down with Michele Maffoni of WAGNER to explore the company’s approach to innovation, automation, and customer-focused engineering. From reducing manual intervention to developing tailored coating solutions that maximise efficiency and minimise environmental impact, Michele explains how WAGNER continues to shape the future of industrial surface technology. Excerpts.
WPE: As a leading provider of surface coating technology, how would you describe your company’s approach and what are the key strengths that set you apart?
Michele Maffoni: Our approach always begins with a thorough understanding of the specific requirements of the product to be coated. What truly sets us apart is our solution-oriented mindset, combining engineering expertise, application process optimization, and rigorous laboratory validation. Every solution is developed with a strong focus on sustainability, delivering low-environmental-impact technologies without ever compromising performance.
WPE: What are the latest innovations you’re focusing on, and how do they align with current industry trends?
Michele Maffoni: Customers are increasingly seeking innovative solutions that ensure consistent process performance, reduce the need for manual operator intervention, and enhance productivity. These are the key drivers behind our commitment to developing fully customizable solutions, tailored to meet the specific requirements of every application.
WPE: WAGNER is known for offering efficient, reliable, and top-quality solutions. What strategies do you use to ensure your products stand out in the competitive market?
Michele Maffoni: Wagner’s strategy is firmly focused on the end customer. Our close relationships with system integrators, plant manufacturers, and material suppliers are the driving force that enables us to continuously deliver the most effective solutions. Collaboration
and laboratory expertise are the cornerstones of Wagner’s vision for the future, fostering innovation and ensuring that every solution is tailored to meet evolving industry needs.
WPE: Surface technology and coating solutions are crucial to the industry today. How do you see these elements shaping the future of the industry?
Michele Maffoni: Reducing dependence on manual operator intervention is a shared goal for both our customers and Wagner. The innovations we introduce into our systems, combined with distinctive application technologies and advanced automation, enable us to remain at the forefront of the industry, delivering greater process reliability, consistency, and efficiency.
WPE: With sustainability becoming increasingly important in the woodworking industry, what does “sustainability” mean to you and your company?
Michele Maffoni: Reducing waste—and therefore lowering costs—is a key driver in the design of any coating application process. In the wood industry, we have developed and installed systems and components that maximize coating material recovery, significantly improving overall system efficiency. This approach not only optimizes resource utilization but also enhances the sustainability of the entire production line.
