Meet CHARLIE: The Heart of Our Customer-Centric Philosophy

At Rovema North America, we believe that great packaging machinery is only part of the story. Just as important is how we support the people who run it. That’s why we’ve always focused on making every interaction, from the first call to ongoing support, as smooth and straightforward as possible.

That mindset inspired something unexpected: a stuffed elephant.

The Origins of CHARLIE

CHARLIE wasn’t created in a marketing meeting. He came to life after our leadership team read The Effortless Experience by Nick Toman, Rick DeLisi, and Matthew Dixon. The book’s central idea? Loyalty is earned not by delighting customers but by making it easy for them to get what they need.

That resonated. So we asked ourselves, “How can we bring that principle to life in a way the entire company can rally around?” The answer turned out to be a tangible (and huggable) symbol of our customer-first culture: a giant stuffed elephant.

Why an elephant? Because our customers remember. Every helpful answer. Every missed call. Every small thing we do right, or wrong. Just like an elephant, our customers have long memories. We needed a daily reminder of that.

So we named him CHARLIE:

C – Customers

H – Have

A – A

R – Really

L – Large

I – Impact

E – Everyday

CHARLIE: A Symbol of Our Core Values

CHARLIE lives at our office in Norcross, Georgia, but his influence extends beyond the front desk. He reminds us that every call we answer, every spare part we ship, every challenge we solve matters. He’s not a gimmick. He’s a symbol of accountability.

Because at Rovema, when we say we’re a partner, not just a machine vendor, we mean it.

Why CHARLIE Represents the Best of Rovema

Choosing Rovema means more than buying a machine. It means choosing a partner who puts your needs first, who sweats the small stuff so you don’t have to. CHARLIE represents that commitment.

Whether you’re visiting us at a trade show, sitting in on a demo, or just giving us a call, know this. We’re here to make your experience easier, more productive, and more human. That’s what CHARLIE, and Rovema, is all about.