Sierra--The Sierra Story

Sierra International Machinery took root in Central California in 1959 as the Sierra Bag Co., an agripackager. Owner Ben Sacco also established a scrap metal company in 1962, using part of its Bakersfield, Calif., lot to collect and sort material Sierra Recycling & Demolition accumulated from the area’s active peddler traffic.

Ben, a native of Italy, took regular trips back to his homeland to visit friends and family. But his trips were not limited strictly to pleasure, as Ben also purchased bags for his agripacking business during his travels.

It was on one such trip in 1984 that Ben happened to see a ferrous baler manufactured by Idromec at work at a scrap yard. Impressed by the machine’s performance, he decided to visit the manufacturing plant, which was located near the scrap yard.

"I saw that this machine was superior to anything that there was on the market at that time," he says of the machine that would later come to be known as the Sierra 4200.

Ben was so impressed by the capacity and the price of the baler that he ordered one for his own scrap yard that same day. It was installed later that year at Sierra Recycling & Demolition and began producing No. 2 bundles, which caught the attention of one of the mill buyers Sierra dealt with. After visiting the Sierra yard and seeing the baler in action, the mill buyer said he had customers who could benefit from such a machine.

That’s when Ben got on the phone to Idromec in Italy.

"The company in Italy told my father that Sierra could have the exclusive distribution rights to the machine if we could sell two machines a year," John Sacco, president of Sierra International Machinery, says of his dad’s decision to look into distributing the scrap metal balers in the United States. "From 2004 to 2005, we will probably sell 150 units worldwide."

In 1987, the Sacco family sold its agripackaging business to focus on its scrap processing and recycling machinery businesses. That move appears to have paid off, as Ben says the 4200 baler is selling like "hotcakes." He says, "Even though people have copied us, they still haven’t duplicated us."

John agrees. "We don’t imitate, we innovate."

Sierra’s ability to test the machinery it distributes in its own scrap yard contributes to its innovative nature.

"There has always been a unique spin to Sierra because we are scrap processors," John says. "We use all the equipment we sell in our scrap yard." The equipment has helped the family’s scrap business to grow.

John says that this first-hand knowledge has helped the family’s equipment business to prosper, too, but it has also helped Sierra’s customers to succeed.

"The big benefit is that we know what we are talking about when we are talking about processing scrap," he says. "We bring that knowledge to the customer base to increase their efficiency. And that has been part of our success, because, as my dad says, if the customer is making money because of his increased efficiencies, he is going to be a happier customer."

Sierra’s personal experience as a scrap processor lead the company to introduce the shear/logger/baler into the U.S. market.

"The shear/logger/baler is synonymous with Sierra," John says. "We were successful in introducing the shear/baler by using it and proving it in our own scrap operation.

"There are so many scrap yards throughout the world, and especially in America, that have started with the small shear/baler and have grown their businesses," John continues.

Ben adds, "We became leaders in the industry because we came out with something that the industry needed."

He continues, "We are fanatical about quality, too. That means how we conduct ourselves in business and the quality of our products and our machines. Our word is our bond."

The foundation of Sierra International Machinery’s business is small to mid-sized family businesses, John says. "That has been the backbone of the scrap industry for years," he says. "Now, the environment has changed, with some publicly held companies, such as Commercial Metals—who is a very good customer of ours—the Schnitzers and Metal Management gaining prominence."

Today, Sierra International Machinery has expanded beyond its Bakersfield location, adding a European office in Ireland. The company has also added other equipment offerings, including Macpresse fiber and MSW balers, IPS two-ram nonferrous balers and Tabarelli cranes, as well as Euromec grapples and mobile shears.

Despite Sierra’s growth, its commitment to quality machinery and honest dealings has not changed. The company’s dedication is evident in its roster of long-time employees.

Ben currently acts as chairman of Sierra International Machinery. His sons have taken over the day-to-day operation of the family’s businesses, with Phillip serving as the president of the scrap business, and John serving as president of the machinery business.

The words "family business" take on new meaning for Sierra Machinery, however, with much of the staff having been with the company for at least 10 years.

"For a couple of years, it was pretty lean because to build up an operation like ours, you need mechanics and spare parts," Ben says. The company is always looking for qualified technicians to service its installations around the world and keeps a parts inventory worth $3 million.

Sierra International Machinery weathered the lean times, however, and still employes much of its original staff nearly two decades later.

Industry Involvement

Sierra International Machinery LLC not only provides equipment to the recycling industry, the company also owns and operates Sierra Recycling & Demolition, a scrap metal and demolition recycling business. "Being involved with the industry and with our customers is what has helped us to grow," Sierra International Machinery President John Sacco says. "We have shared a lot of ideas with our customers." General Manager Jose Pereyra says, "Most scrap dealers may visit another nearby dealer, but how many times do they go to Florida or to Colorado or to New York to visit a scrap yard? We are always visiting with scrap dealers and sharing information and tips." John says these relationships, along with the efficiency of the processing equipment that Sierra International Machinery distributes, has helped Sierra Recycling & Demolition to grow. One such example is the brokerage services Sierra Recycling & Demolition now offers to scrap dealers who it has developed relationships with through the equipment business. Sierra’s involvement in the industry runs deep. John serves as secretary/treasurer for the Institute of Scrap Recycling Industries Inc. (ISRI), a Washington, D.C.-based trade association representing scrap dealers and processors. "It might be a selfish reason, but the fact remains that my involvement with ISRI has made Sierra Recycling & Demolition a safer, more environmentally sound and more efficient place to work," he says.

General Manager Jose Pereyra originally worked for Sierra Recycling & Demolition as a shear operator. When Ben started the equipment division, Jose came along for the sometimes-rocky ride.

"Jose is an integral part of the growth of Sierra," John says, adding that for many years, the two of them handled sales for the young company.

Sierra added Joe Droukas as Eastern Region sales rep in 1990, further expanding the sales force from 1993 to 1994 to include Terry Mohr, Western Region; Dave Berg, Midwest Region; and Jeanne Knapp, Southwest Region. The company also added Richard Harris as managing director of the Macpresse line of fiber and MSW balers and Marco Garuti to manage sales for Sierra Europe, which was founded about four years ago.

"Our sales team is made up of hard- working, very honest people," John says. "They don’t exaggerate the story; they tell it like it is."

The same level of experience and dedication can be found in Sierra’s service department. Service Manager Antonio Torres has been with the company for nearly 30 years, having started when he was just 16 years old, and Service Technician Lauren "Shorty" Bristol has been with Sierra International Machinery for more than 30 years.

"I used to go out on installations with Antonio and Shorty when I was a young man," John says. "I learned about the equipment from them. They were our first technicians and helped with our first installations and they know these machines forwards and backwards."

This type of continuity is reassuring to Sierra’s customers because it allows them to establish professional and personal relationships with Sierra’s staff.

GM Jose Pereyra, John and David Munis, marketing

"They really enjoy that they bought their first baler from me or from John or Joe and that when they come back five years later, they can talk to the same person," Jose says. "We are here for the long run."

In addition to consistency, Sierra also offers its customers accessibility.

"Every customer knows me, the general manager," Jose says. "They know John, the president, and they know Ben, who is the owner. If they have to, they will call me first. If I don’t make it right, they will call John. If John can’t make it right, they’ll call Ben. Basically, they can go all the way to the top. Ben answers every phone call."

John adds, "Our employees really care about what they are doing and the people that are our customers."

Shorty says he is proud to work for Sierra because the company shares his desire to excel. "They are striving to be the best," he says of the company.

"You learn something everyday, and it is very rewarding when you are able to help the customers," Antonio says. "Also, being a family business, it is very family oriented and, at the same time, it is very professional."

Jose says the company’s philosophy is a simple one. "When we do something wrong, we don’t try to hide it. We fix it. If it isn’t right, it’s not the Sierra way," he says.