barcode handbook

About Metalcraft

Metalcraft has provided property identification solutions since 1950. What began as a solution for the Bostitch Stapler Company's identification needs has evolved into Metalcraft as we know it today, a strong, innovative, growing company living by our corporate values and driven by the Metalcraft Compass. As member-owners we take pride in what we do and strive every day to exceed our customers’ expectations by providing them the right product with the right technology for their application and we have the leadership, experience, and expertise company-wide to do just that.



Since 1950 Metalcraft has provided thousands of businesses and industries around the world with a wide range of choices in identification products to meet the needs of this ever-evolving industry. Below are some significant points in our history that made Metalcraft the company it is today.

History Timeline Infographic

Compass & Values

At Metalcraft our corporate compass, consisting of our Why, How and What statements as well as our corporate values, guides us in everything we do.

Why Do We Exist?Metalcraft thrives on challenges to make the complex simple

Our “Why” statement is straightforward and to the point. At Metalcraft we love solving identification problems for our customers and try to make it as simple as possible for them even if that means making it more complex for us.

How Are We Unique? - Our mission is to understand customers’ ID applications even better than they do to provide a superior customer experience.

Our “How” statement describes the process we go through with every customer to ensure the product we recommend is the right fit for their application. Our Customer Experience team works with our engineers and production to ensure a smooth transaction from start to finish.

What do we do?We inspire customers to unleash the power of their data with the most effective ID technology.

Our “What” statement really gets at the core of our business. Not only is Metalcraft a numbers company, we are also technology agnostic, meaning we can provide different technologies, i.e. barcode and/or RFID, to help ensure our customers’ success. Our Identification Specialists work with customers to educate them on best practices and share their vast experience with different technologies to help them truly unleash the power of their data.

Metalcraft Compass

Metalcraft Values

At Metalcraft corporate values aren’t just something we hang on our wall, rather they are something we aspire to every day. Our leadership team champions these values company-wide paying particular attention to our most important value of Member-Owner Focus. By taking care of our members we are able to build a strong community based on respect for people and, thus, create a team that is highly engaged delivering products and services that focus on customer needs.

Member-Owners Focus – our leadership team actively supports our member-owners in their personal and professional development by encouraging them to think and act like owners and sharing ownership and profits.

Customer-Centric Focus – we strive to continually improve the overall customer experience by exceeding expectations and following our three promises – make it simple, show a better way and deliver as promised.

Profitable Growth – as a company our goal is to achieve short-term profitability and sustained long-term growth while providing growth opportunities for all stakeholders.

Operational Excellence – passion for our business is evident in everything we do from inspiring innovation with a tolerance for risk to possessing a quality mindset throughout the organization.

Integrity – we encourage our members to do the right thing by living ethically and respectfully while expecting the same from our stakeholders.

Citizenship – we encourage our member-owners to give back to the communities in which we live by participating in community and business activities.

We know that our business world, literally the globe, is a very competitive place to earn our livelihood. Metalcraft’s daily application of our six values serve as the foundation for the decisions and actions.

By focusing on these values each member-owner makes strides to do their very best for themselves, their teammates, and our customers by providing excellent products and services in the most efficient manner.

Metalcraft Values


At Metalcraft we are pleased to be a privately held ESOP. ESOP stands for Employee Stock Ownership Plan and it is a way for employees at Metalcraft to participate in ownership of the company by earning shares of the company’s stock. While there are many advantages of being organized as an ESOP, at Metalcraft we believe that being an ESOP has advantages for both our employees and our customers.

Stock ownership empowers our employees to participate in the direction and decision making of the company. Each individual understands that the efforts they put forth in making Metalcraft the best company possible impacts their share value and the health of the company. Subsequently, this distributed ownership model means each customer order is being handled by an individual that wants to see that project successful; creating a happy, and hopefully, returning customer to help build and grow Metalcraft.

Metalcraft Member Owner Seal

Associations and Certifications

At Metalcraft we are constantly pursuing new ideas and solutions to meet our customers’ needs. To those ends we believe that the communication and sharing information, adherence to standards and best practices, and focusing on continued leadership and employee development are fundamental blocks to our long-term success as a company. Below are a list of associations and key certifications that communicate the standards, practices, and qualities we surround and adhere to for products and our customers.


Association of Automatic Identification and Mobility is the global industry association that connects, standardizes and advances automatic identification technologies. Having unified technology standards around the world enables ID products and systems to be implemented more easily and efficiently helping suppliers and consumer reap the benefits of better product and services.



RAIN RFID is a global alliance promoting the universal adoption of UHF RFID technology. We belong to RAIN to help business and organizations see the potential for RFID applications in their industry and promote the utilization of RFID in a number of different industries.



National Association of Graphic and Product Identification Manufacturers. This organization of like-minded identification product producers allows for transfer of industry knowledge and collaboration to benefit all manufacturers.


Tugboat Institute

The Tugboat Institute supports leaders, their teams, and their companies develop new ideas and proven best practices surrounding business, family and life. Tugboat’s Evergreen 7Ps™ principles are engrained in Metalcraft’s culture. The first three Ps: Purpose, Perseverance, People First, these Ps define the character of our leadership team and member-owners.

The last four Ps: Private, Profit, Paced Growth, Pragmatic Innovation, these Ps reflect the long-term strategy tenets of our business. By investing in leadership and personal development, Metalcraft’s participation in the Tugboat Institute aligns with our own values of creating a long-lasting, paced growth company that values their employees and communities.


ISO 9001:2015 Certification

The ISO 9001:2015 quality management system certification is a set of standards that helps organizations ensure they meet customers and other stakeholder needs within statutory and regulatory requirements related to a product or service. Metalcraft holds this certification to show our customers that we are committed and comply with the highest manufacturing standards in the industry to ensure our product perform as expected every single time.



DFARS (Defense Federal Acquisition Regulation Supplement) is a set of mandated standards outlined by the United States Department of Defense (DoD) that companies that provide products being sold to the DoD are required to comply with in terms of minimum cybersecurity procedures. Metalcraft complies with DFARS and is committed to keeping its customers information and data safe and secure.



ITAR is the acronym for International Traffic in Arms Regulation. The US government mandates that any company that manufactures, exports, as well as brokers of defense articles, defense services, or a company that is involved with related technical data, must be ITAR compliant. Metalcraft meets all the regulations for companies needing to have and ITAR compliant manufacturer.



With over a century of combined experience at Metalcraft, our leadership team members are truly subject matter experts in the identification industry. Since 1950 strong leadership has been the core of Metalcraft’s foundation. That tradition continues with our leadership team ensuring this will continue for generations to come.

Kyle Bermel

Chief Executive Officer

Kyle Bermel joined Metalcraft as an RFID Engineer in 2012, became VP of Technology and Innovation in 2018, was named COO in 2019, President in 2020 and CEO in 2023. He has responsibilities for all operations including sales, marketing, manufacturing, engineering, finance and information technology. Kyle has a Bachelor’s degree in Management Information Systems from the University of Northern Iowa and a Master’s degree in Leadership Development from Drake University. He lives in Clear Lake with his wife, Sydney, and their two children.

Kyle Bermel

Jim Miller

Vice President of Engineering

Jim is our VP of Engineering and has been with Metalcraft since joining the company in 1998 as the Engineering Manager. Jim’s responsibilities include leading the engineering department and plant and maintenance support. Jim attended Iowa State and has a degree in Industrial Technology. He lives in Mason City with his wife, Stephanie. They have two grown children.

Jim Miller

Julia Deets

Vice President Marketing & Customer Experience

Julia Deets joined Metalcraft in 1999 as the Marketing/New Product Director. Julia has held numerous roles during her career with Metalcraft all related to marketing and customer support including her current position as VP of Marketing and Customer Experience. She has both an undergrad and a Master’s degree in Organizational Communications from Northwest Missouri State University and the University of Northern Iowa, respectively. Julia and her husband, Chris, live in Mason City with their three children.

Julia Deets

Jon Heinz

Chief Information Officer

Jon Heinz is our CIO and has been with Metalcraft since 2006, working in the IT industry since 2000. Jon is an active member of the NIACC IT Advisory Committee and the City of Mason City Science and Technology Commission. He lives in Mason City with his wife, Sarah, and two children.

Jon Heinz

Brian Perkins

Chief Financial Officer

Brian Perkins is our CFO and has been with Metalcraft since joining the company in 2010. He graduated from Iowa State University with a Bachelor’s degree in Accounting. After starting his career in public accounting, Brian moved to the private sector and has held various controller and CFO positions in manufacturing, distribution, and banking. He is active in church working with youth and a board member on the Central Iowa Youth for Christ board. Brian and his wife, Amber, live in Mason City. They have two grown children.

Brian Perkins


Marianne Alvarado

Vice President of Sales

Marianne Alvarado is our Vice President of Sales. Alvarado joined Metalcraft in March of 2000 as a Territory Specialist, became Sales Manager January 2022 and was named Vice President of Sales August of 2023. She leads both the Outside and Inside Sales teams. Marianne lives in Davenport with her husband Dave Beeman.