Two Rivers company sells more than NESCO roasters

By: Chalie Mathews, Herald Times Reporter

Name of business: The Metal Ware Corporation
Ownership: President Wes Drumm is the majority owner and Senior Vice President Victor F. Trastek is the principal minority owner. Drumm started with the company in 1947 and became its top executive in 1960. The business was founded in Two Rivers in 1920. It was purchased in 1931 by Elmer Drumm and Victor C. Trastek (Drumm and Trastek's fathers), along with Elmer Blaser and Charles Drumm as it became The Metal Ware Corporation.
Location: 1700 Monroe St., Two Rivers
Phone number: (920) 793-1368; (800) 288-4545
Website: www.nesco.com
Hours and days of operation: Metal Ware currently is running one shift of manufacturing operations while its subsidiary, Aristo Manufacturing, is running three shifts.

Services provided-products sold: The Metal Ware Corporation's NESCO brand roaster ovens have been purchased by millions of consumers, coming in a variety of sizes and colors ranging from 5- to 18-quart models including a "Stadium Edition" painted Green Bay Packers green with yellow lettering.

NESCOs are popular for serving large groups at church, picnics, family gatherings and other special events.

With the acquisition of American Harvest, The Metal Ware Corporation also sells dehydrators and accessories.

The company's website declares, "Be sure to stretch your garden vegetables, fruits, herbs and flowers into the winter months with our dehydrator screens and fruit roll sheet dehydrator accessories …

"For the hunter, don't let making venison jerky cut into your deer hunting. NESCO offers a larger variety of jerky kits and jerky seasons. Expand your dehydrator's capacity with additional trays for the larger dehydration jobs."

The NESCO "Jet Stream Oven" uses a high-speed fan, circulating hot air to rapidly cook food. In addition to chicken, steaks and chops, you can cook a browned turkey with expander rings.
NESCO kitchen appliances include pressure cookers, food slicers, grinders, steamers and blenders, as well as coffee bean roasters and grinders and electric water kettles.

The company's Spa Pro line heats massage stones.

The Metal Ware Corporation's Open Country line includes a six-person nonstick camp set, fish filleter, canteens and bottles, pots and kettles, griddles and fry pans and other items.

How has business changed since opening 90 years ago: The product line has greatly expanded over the decades through acquisitions of other companies, as well as development of new items with different features by its own engineering staff.

Much of the production currently is in China, especially of electric motors. There are about 65 employees in the office and production plants on Monroe Street.

Many production processes have been automated.

Who are the customers and from where: The Metal Ware Corporation ships NESCO roasters and other items to hundreds of wholesale customers, including chains like Sears, K-Mart, Sam's, Shopko and many others.

How is marketing done: In addition to its website, the company has sales representatives nationwide. Personnel attend and do product demonstrations at trade shows including the International Home & Housewares Show in Chicago.

NESCOs have been featured on the QVC Network and website for some 20 years.
What are the keys to future success: "Being in the right place at the right time with the right product at the right price," Drumm said.

It is an ongoing challenge to decide where to locate which aspects of production.

He said he may move some production from China to Mexico. "China is raising all their wages … employees know what the American people are earning for the same job," Drumm said.

He said it would cost less to truck items in from Mexico than ship from China and company officials could exercise greater control over production processes.

The next step, he said, might be to bring more production back to the U.S.

What is the role of creativity in selling products: Drumm said packaging design — including photos, graphics and text — is increasingly important in capturing the attention of prospective customers and describing the capabilities of the product.

"That's the most important thing … telling them what they can do with what they've got … I want the customer to be able to take it off the shelf and use it within an hour," with no complicated instructions, Drumm said.

The text is in English, Spanish and French. Drumm said Metal Ware products sell well in French-speaking portions of Canada.

What is challenging: "Keeping the company going, improving it every year and having new products," Drumm said.

The recession, he believes, has spurred sales of dehydrators as more people make their own food.

Tough economic times also may mean more families going on weekend getaways and on vacations out in the "Open Country" and not staying in a hotel or motel, spurring sales of campware.

What is enjoyable: Drumm said he enjoys hearing satisfied customers' feedback, as well as renewing acquaintances with others in the housewares industry at trade shows and other gatherings.

"It is good to be an employer and keep people working," Drumm, 82 said. "I enjoy coming to work every day … when I get old enough, I may retire."

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