QUPAQ
QUPAQ designs and manufactures automated tray denesters, product loaders, tray handling equipment, and lid applicators for the global food packaging industry, serving large manufacturers across meat, poultry, seafood, produce, and other food segments via direct sales and a global Preferred Partner network.
- Company typePrivate
- Founded2005
- HeadquartersBrønderslev, Denmark
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What QUPAQ does
QUPAQ (headquartered in Brønderslev, Denmark) designs, manufactures, and services automated tray denesters, product loaders, tray handling equipment, and (as of late 2025) lid applicators for the global food packaging industry. Its core technology spans pneumatic denesting systems (ANYTRAY Cleanline and LeanOne lines), fully electric servo-controlled denesters (INTRAY Smart series with patented separation knives and lifting mechanisms), high-speed product loaders (Easy Loader 90/Compact 135, Flex Loader, Shuttle Loader, Step Loader), tray orientation and distribution modules (Easy Diverger, Grip Tray Turner, Starwheel Tray Turner), and a catalog of more than 2,500 denesting tools covering plastic, aluminum, foam, paperboard, and cardboard trays. The company was founded in 2005 (rebranded to QUPAQ from Intech around 2024) and operates with 51–100 employees from its Danish headquarters plus US offices in Brooklyn, NY and Chicago, IL.
The business sells capital equipment to large food manufacturers through a hybrid model: direct enterprise field sales (Territory, Area, and Regional Sales Managers in the US, Europe, and APAC) combined with a global Preferred Partner channel spanning at least a dozen regional distributors (Empirical Packaging in the US, ITECH Italia, Steen Food Tec in DACH, Juelconcept in Spain, JMC Packaging in Northern Ireland, Sealpac UK, ITECH AG, Ultrapak in Benelux, Finnvacum in Finland, Nomad Foodtech and Sealpac in France, Haratek in Spain, Oestergaard in Australia). Revenue derives from hardware sales (denesters, loaders, handling modules, lid applicators) plus recurring streams from spare parts (most shipped within 24 hours), service and maintenance agreements, modular upgrades and refurbishments, and pre-sales tray evaluation services. Pricing is quote-based and not publicly disclosed.
QUPAQ serves customers across nine food segments — meat, poultry, seafood, produce, ready meals, snacks, bakery, chocolate/confectionery, and pet food — with logos including Tyson, Nestlé, Mondelez, Cargill, Danish Crown, Mowi, Dole, Bonduelle, Perdue, and Olymel. The company reports more than 2,100 machines installed in 50+ countries, with customers denesting over 10 billion trays annually on QUPAQ equipment; meat customers in the US reportedly generate roughly 83.5–84% of US beef market revenue. The company is privately held with no disclosed external investors.
QUPAQ firmographics
Firmographics- Name
- QUPAQ
- Legal name
- QUPAQ
- Website
- https://qupaq.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- QUPAQ designs and manufactures automated tray denesters, product loaders, tray handling equipment, and lid applicators for the global food packaging industry, serving large manufacturers across meat, poultry, seafood, produce, and other food segments via direct sales and a global Preferred Partner network.
- Ownership category
- akta.pro rank
QUPAQ industry classification
Industry- Product category
- Industrial Food Packaging Machinery
- NAICS
- Food Product Machinery Manufacturing (333241), Packaging Machinery Manufacturing (333993)
- akta.pro primary industry
- Bagging, Pouching & Sachet Packaging Equipment (IMAHAOAH)
- akta.pro secondary industry
- Tray Sealing & MAP (Modified Atmosphere Packaging) Equipment (IMAHAOAL)
Keywords
Where QUPAQ is headquartered
LocationHeadquarters
- HQ city
- Brønderslev
- HQ country
- Denmark
- HQ region
- Europe
Offices3 records
Markets served
QUPAQ business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Tray Denesters and Loaders: Sale of automated tray denesting, loading, and handling equipment to food manufacturers. Equipment ranges from entry-level rack solutions to high-capacity buffer systems with servo controls.
- Spare Parts: Sale of spare parts for QUPAQ equipment. Most items ship within 24 hours. Offers standard recommended packages, individual parts, and customized packages.
- Service Agreements & Maintenance: Maintenance agreements ensuring optimal performance, minimizing planned and unplanned downtime, and optimizing maintenance routines. Includes documentation in Service and Repair Reports.
- Upgrades & Refurbishment: Modular design enables flexible upgrades and rebuilds of individual components or entire packing lines. Cost-effective adjustments when food packaging requirements evolve.
- Tray Evaluation Services: Pre-sales evaluation of customer trays to determine appropriate denesting solutions and tool requirements.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
QUPAQ product offering
Product offeringCore offering
QUPAQ designs, manufactures, sells, and services automated tray denesters (pneumatic ANYTRAY and electrical INTRAY Smart series), product loaders, tray handling equipment, denesting tools, and lid applicators for industrial food packaging lines. The equipment accommodates more than 2,500 different tray types (plastic, aluminum, foam, paperboard, cardboard) and is sold alongside spare parts, service agreements, upgrades, and pre-sales tray evaluation services to enterprise food manufacturers worldwide.
Product overview
QUPAQ is the world's leading provider of tray denesting and handling solutions for the food packaging industry. The company's product portfolio consists of five core product categories: (1) Tray Denesters including the pneumatic ANYTRAY series (Cleanline and LeanOne variants) and the electrical INTRAY Smart series; (2) Product Loaders including Easy Loader 90, Easy Loader Compact 135, Flex Loader, Shuttle Loader, and Step Loader; (3) Tray Handling including Easy Diverger, Grip Tray Turner, and Starwheel Tray Turner; (4) Denesting Tools compatible with all denester series; and (5) Lid Applicator for lid application. The solutions support over 2,500 different tray types across plastic, aluminum, foam, paperboard, and cardboard materials. The company's tagline is 'Any Food in Any Tray' reflecting its focus on flexible automation across diverse food segments including meat, poultry, seafood, produce, ready meals, bakery, snacks, chocolate, and pet food.
Differentiator
Problem solved
Functional benefit
Products and services
- ANYTRAY Series (Cleanline, LeanOne) Pneumatic tray denester series designed for automatic tray denesting in food packaging lines, available in Cleanline (high-speed) and LeanOne (compact) variants accommodating various tray types and feeding configurations.
- INTRAY Series (Smart)
Quantifiable outcome
- 10,000,000,000 trays denested annually on QUPAQ equipment worldwide
- +7 more outcomes
Companies that use QUPAQ
Customer profileNamed customers73 records
Segments9 records
Ideal customer profiles4 records
QUPAQ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
QUPAQ partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Sealpac UK & PartnerscoreSealpac UK & Partners is a key collaboration partner for QUPAQ, demonstrated by their strong presence at Interpack 2026. They provide sealing technology and integrated solutions that complement QUPAQ's denesting and loading equipment.
- Steen Food Tec GmbHcoreSteen Food Tec GmbH is QUPAQ's Preferred Partner for the D/A/CH region (Germany, Austria, Switzerland). They resell and provide local support for QUPAQ solutions in these markets. They had continuous presence at QUPAQ's Interpack 2026 booth.
- VELEC SystemsminorVELEC Systems is listed as an OEM collaborator that contributed to QUPAQ's presence at Interpack 2026, providing integrated automation solutions.
- HandtmannminorHandtmann is an OEM collaborator mentioned at Interpack 2026, working with QUPAQ on integrated food processing and packaging solutions.
- Oestergaard Pty LtdminorOestergaard Pty Ltd is QUPAQ's partner for the Australian market, collaborating at foodpro 2026 in Melbourne.
- Weber, Inc.coreWeber, Inc. partnered with QUPAQ to create a fully automated snack tray system for a major US meat manufacturer. QUPAQ's INTRAY Smart Buffer Twin denests 180 trays/min into tray frames. Weber chose QUPAQ for their 'best in class' tray denesting technology. Long-standing partnership.
- Juel ConceptcoreJuel Concept is QUPAQ's Preferred Partner in Spain. They provided the QUPAQ Step Loader solutions to EC Medina (Spain's leading beef company). They specialize in technical consultation and supply of high-quality food processing equipment.
- MitmaqminorMitmaq is a partner that facilitated sales to COTO supermarket chain in Argentina, where QUPAQ equipment was installed directly in retail stores.
- Empirical Packaging SolutionscoreQUPAQ Preferred Partner for the United States market. Located in Lancaster, PA. Provides local sales and support for QUPAQ solutions in the US.
- ITECH Italia S.r.l.coreQUPAQ Preferred Partner for Italy. Located in Lainate (MI). Resells and supports QUPAQ solutions in the Italian market.
- JMC Packaging LtdminorQUPAQ Preferred Partner for Northern Ireland. Located in Craigavon. Provides local support for QUPAQ solutions.
- Ultrapak B.V.coreQUPAQ Preferred Partner for Benelux. Located in Nijkerk, Netherlands. Resells and supports QUPAQ solutions in the Benelux region.
- Finnvacum Oy ABminorQUPAQ Preferred Partner for Finland. Located in Söderkulla. Provides local support for QUPAQ solutions in Finland.
- Nomad FoodtechminorQUPAQ Preferred Partner for France. Located in Laval. Resells and supports QUPAQ solutions in the French market.
- Sealpac FranceminorQUPAQ Preferred Partner for France. Located in Roissy-en-France. Provides integrated sealing solutions combined with QUPAQ denesting.
- HaratekminorQUPAQ Preferred Partner in Spain. Located in Astigarraga, Gipuzkoa. Resells and supports QUPAQ solutions in the Spanish market.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
QUPAQ competitors and assessment
Company assessmentBroad incumbents
- JBT Corporation: US-listed diversified food processing and packaging equipment supplier (including meat/poultry automation). Comparable because it sells into the same US protein-customer ecosystem as QUPAQ and offers overlapping packaging-line automation.
- GEA Group: Large German-listed industrial food processing and packaging equipment group with meat, poultry, dairy and seafood verticals. Comparable as a broad-line incumbent supplying major food manufacturers that are also QUPAQ customers, with potentially overlapping tray-handling capabilities.
- Handtmann: German family-owned food processing and portioning equipment specialist, with packaging-line capabilities. Comparable as a meat-industry incumbent and co-development partner referenced alongside QUPAQ at industry events; sells to overlapping European meat customers.
- Marel: Iceland-headquartered, listed global leader in food processing equipment with a broad meat, poultry and seafood portfolio. Comparable because it serves many of the same tier-1 meat customers as QUPAQ and offers overlapping tray-handling / denesting capability within larger integrated lines.
- ProMach: US-headquartered packaging machinery conglomerate (private equity-owned) offering tray handling, sealing and loading across multiple food verticals. Comparable as a broad-porter packaging-equipment incumbent competing for the same North American project budget that QUPAQ targets.
- Multivac: German leader in thermoforming tray packaging equipment and tray-sealing lines for meat, dairy and ready meals. Comparable because it supplies tray-handling/sealing solutions to the same European food processors QUPAQ serves, often in the same packaging lines.
- Ishida: Japanese-headquartered global packaging machinery leader specialising in weighing, bagging and tray-sealing. Comparable as a multi-format packaging-line incumbent selling into snack, protein and prepared-food manufacturers worldwide.
- Ulma Packaging: Spanish family-owned packaging machinery manufacturer with strong presence in flow-pack and tray-sealing for food. Comparable as a European packaging-equipment specialist competing for similar meat, ready-meal and bakery packaging projects.
Direct peers
- Sealpac: Dutch-based tray sealing and modified-atmosphere packaging equipment specialist. Comparable as a close collaborator of QUPAQ (UK/France partners) and a direct neighbor in the tray-packaging line, often co-supplying or competing on integrated packaging-line projects.
- Weber Maschinenbau: German-based slicing and packaging specialist for meat, sausage and cheese. Comparable as a direct collaborator on integrated snack-tray systems with QUPAQ, indicating overlapping but complementary product scope; competes for the same meat-customer capex budget.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
QUPAQ social profiles
Digital presenceQUPAQ financial estimates
Financial estimateRevenue estimate
Valuation estimate
QUPAQ leadership team
Management profileNumber of profiles
Profiles9 records
QUPAQ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
QUPAQ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about QUPAQ
What does QUPAQ do?
QUPAQ designs, manufactures, sells, and services automated tray denesters (pneumatic ANYTRAY and electrical INTRAY Smart series), product loaders, tray handling equipment, denesting tools, and lid applicators for industrial food packaging lines. The equipment accommodates more than 2,500 different tray types (plastic, aluminum, foam, paperboard, cardboard) and is sold alongside spare parts, service agreements, upgrades, and pre-sales tray evaluation services to enterprise food manufacturers worldwide.
Is QUPAQ a public or private company?
QUPAQ is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was QUPAQ founded?
QUPAQ was founded in 2005. It employs 51 to 100 people.
Where is QUPAQ based?
QUPAQ is headquartered in Brønderslev, Denmark, in the Europe region.
How does QUPAQ make money?
Five revenue lines are on record. Tray Denesters and Loaders are the primary driver. The others are spare Parts, service Agreements & Maintenance, upgrades & Refurbishment and tray Evaluation Services.
Who are QUPAQ's main competitors?
Broad incumbents on record are JBT Corporation, GEA Group, Handtmann, Marel, ProMach, Multivac, Ishida and Ulma Packaging. Direct peers are Sealpac and Weber Maschinenbau.
Does QUPAQ have an API?
No public API is recorded for QUPAQ.
What industry is QUPAQ in?
QUPAQ's product category is Industrial Food Packaging Machinery. Its primary akta.pro industry code is IMAHAOAH, Bagging, Pouching & Sachet Packaging Equipment, with a secondary code of IMAHAOAL, Tray Sealing & MAP (Modified Atmosphere Packaging) Equipment. Its NAICS code is 333241.