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July 09, 2015 02:00 AM

Strategy, talent help Bartell reach milestone

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    A look at Bartell Machinery's operations in Rome, N.Y.

    ROME, N.Y.—Bartell Machinery Systems L.L.C. is celebrating its 75th anniversary this year.

    The company said it has been delivering innovative solutions to manufacturers across the globe since it was founded in 1940.

    “Without question, Bartell has enjoyed 75 years of business because of the commitment, ingenuity and overall talent of its employees,” Patrick Morocco, president of Bartell Machinery Systems, said in an email interview. 

    “Our customers expect innovative and high quality products and services that enable them to achieve their manufacturing objectives,” he said.

    Bartell's customers want to work with a reliable company capable of servicing their needs on a global scale, he said. Morocco attributes the company's long-term success to its “robust strategic planning process, which has driven the company to diversify its product offering and markets served.

    “Our strategic planning also includes an aggressive R&D roadmap for new product introductions. In short, we're a firm that has been able to meet the evolving needs of our customers and the industries we serve.”

    Bartell has more than 165 employees, which includes about 145 employees in its main production and research and development facility in Rome, as well as in offices in Telford, England: Toronto; and Qingdao, China.

    Bartell began as a small tool and die shop servicing local wire and cable customers in central New York. In 1969, when National Standard acquired Bartell and merged the company into its Machinery Systems Division, the company began to sell its products and services internationally. Eventually Pettibone, an affiliate of the Heico Group of companies, acquired Bartell Machinery, and Bartell further expanded its international presence. 

    Bartell has more than 8,500 systems installed worldwide and plans to update that figure as it continues to grow.      

    Morocco said Bartell's long-term plan is to continue “to seek aggressive growth in the primary markets we serve,” which includes the tire and rubber, oil and gas, and wire and cable industries.

    The company designs and manufactures advanced tire bead machines and handling systems, industrial machinery for the subsea oil and gas flexible pipe industry, along with an array of wire and cable machinery servicing the electric, telecommunications, fiber optic and medical device industries.

    Bartell has grown both and through strategic acquisition, Morocco said. In 2002, it acquired the Ceeco Co. to diversify its capabilities in the wire and cable and oil and gas markets. 

    In 2015, Bartell opened an office in Qingdao, China, to provide increased sales and technical service to local customers. 

    “We also enjoy significant synergies that exist with other companies within the Pettibone and Heico Group,” Morocco said. 

    “For example, we have two sister companies that also design and manufacture tire machinery systems—Steelastic and RMS. We have leveraged our core competencies and have branded the companies as members of the Heico Tire and Rubber Group. We also enjoy synergies with National Standard, a premier manufacturer of tire bead wire in North America, and with Sivaco, a premium supplier of high quality steel wire used in our wire and cable and oil and gas machinery.”

    Bartell started using the tagline, “We Enable Innovation” to showcase what the company stands for.

    “We think the tagline captures the essence of what we've been doing for years now, namely providing superior machinery systems and engineered solutions that enable our customers to advance their manufacturing capabilities,” Morocco said. 

    Bartell has been able to succeed throughout the years in part because of its leadership. Morocco credits balance as part of its current success.

    “We have a healthy balance of experienced managers/executives that, on average, have over 25 years with our company and new managers/executives who bring a wealth of knowledge and expertise from their prior work experiences,” he said.

    “Leadership development remains a key focus within our organization, and I feel that's core to our future success.”

    Morocco joined Bartell as president in 2013. Prior to that, he held executive management positions in the power generation and HVAC industries. He served as a propulsion engineering officer in the U.S. Navy for seven years upon graduation from the U.S. Naval Academy. 

    Through all the shifts in the industry, Morocco said some of the biggest changes he has seen are a shift toward more advanced machinery.

    “Within the tire industry, we're seeing a trend toward more advanced machinery systems designed for improved product quality, production efficiency, operation reliability, extended maintenance and machinery lifecycle,” he said.

    “This is a natural progression, and our R&D efforts continue to be focus in these areas.” 

    To celebrate its 75th anniversary, Morocco said Bartell is hosting an open house on Aug. 6, with plant tours, a barbeque dinner outside, along with games and fun activities for kids. 

    “We are inviting current and retired employees along with their families, local and state dignitaries, local customers and suppliers and certain business associations,” he said.

    “We're really looking forward to the event.”

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