barcode handbook
Metalcraft - ID Made Better 

Providing accurate and timely information is fundamental to any organization, whether tracking inventory, watching work-in-process, or organizing physical assets, the need to easily track and identify items is key to success.

At Metalcraft we focus on ID Made Better, creating products and services that solve identification problems. Having manufactured ID products for the past 70 years, we understand the complexities and unique challenges that come with each project.  Our years of experience, technical knowledge and manufacturing expertise allow us to create solutions that fit seamlessly into your workflow no matter the environment or technology needed.  

Metalcraft Experience

History in Providing Tag & Label Solutions

What do coffee, coins and a sliver of metal and a stapler have in common? In 1948, a salesman for staple manufacturer Bostitch Inc. met with some enterprising men from a Mason City, IA, engraving company. The problem: how to salvage thousands of staplers printed with an incorrect advertising message. As they unsuccessfully brainstormed at a local coffee shop, someone reached for change to pay for coffee, and a sliver of metal amongst the coins sparked an idea. He placed the metal on top of the stapler, and the “AUTOGRAPHS” Nameplate was born…along with Metalcraft as a company!

Today, Metalcraft is still creating innovative ID tracking and asset protection systems. We start by addressing the problem and then solving it. The same solution-driven principle from 70 years ago is just as relevant today!

Bostich Stapler Ad

Metalcraft ID Customization 

Customization Capabilities

From building a brand-new product to printing our customer’s logo on a standard product and everything in between, Metalcraft’s customization capabilities are nearly endless and the product possibilities stemming from these customizations are nearly limitless. You can even customize your label and/or RFID tag online. Give it a try!

Metalcraft Puzzle

Metalcraft Guarantee 

Our Barcode Will Read For the Life of the Asset

In life there are not a lot of guarantees, but we’ve got one that you can count on. Metalcraft guarantees the barcode readability of any intensified photo anodized product, aka metal and foil bar code, for the life of the asset or we will replace it at no charge! You have our word on that.

Metalcraft Guarantee

Member Owned

Member Ownership is Key to Our Success

At Metalcraft we have an ownership mentality because that’s exactly what we are. We are proud to be employee-owned since 2006 so customers can rest assured their order is being made by an owner taking pride in what they do day in and day out.

ESOP- Member Ownership

Converting Capabilities

Custom Converting Means Labels For Any Application

Whether it’s continuous improvement of an existing process or the design and development of a new piece of equipment, we pride ourselves in making the impossible possible. When it comes to converting capabilities, our ideas are as innovative and forward-thinking as the members who concepted them. Prototypes, pilot runs or production rollouts, we can do them all! Give us a look – we guarantee you will be impressed! .

Delta Edge - Custom Converting Capabilities

Customer Loyalty

We Treat Our Customers Right & It Shows

At Metalcraft we are humbled, yet extremely proud, of the loyalty our customers have shown us over the years and we continually strive to be deserving of that honor as our NPS (Net Promoter Score) of 70 shows. In fact, we are still doing business today with our first barcode customer – nearly 40 years later!

Customer Service - Net Promoter Score Metalcraft

Tradition of Caring

Citizenship - Giving Back To Community Is One Of Our Pillars

Metalcraft’s value of Citizenship isn’t just something we hang on our wall, rather it is something we aspire to every day. From corporate support of organizations and events like United Way, MS Walk, Relay for Life and more, to individual acts of Citizenship, we encourage our members to be active in their communities because that’s the Metalcraft way.

Metalcraft Citizenship - MS Walk

The Metalcraft Qualification Process

DART Method Ensures Right Product For Right Application

Question – what does a dart and an ID product have in common? Answer – proper product qualification. Why should this matter to you? Simple, our ID Specialists help customers Define the Objective, Ask Questions, Recommend Products and Test Samples to get it right the first time. Remember – We qualify so you don’t have to reapply! The DART Qualification Process is just another reason why Metalcraft is #IDMadeBetter.

Metalcraft Dart

RFID Programming Capabilities

Programming both UHF & HF

Number sets, customized programming, proprietary programming, barcode match, multiple variable fields – Metalcraft’s RFID programming capabilities for UHF and HF are nearly limitless. Combined with our converting capabilities (ID Made Better Day 5) our RFID product options are endless.

Metalcraft RFID Programming

Iowa Proud

ID Products Made Better in the Midwest 

What do pig farms, cornfields and world-class ID products have in common? Easy – they are all found in Iowa. Metalcraft is homegrown in the heartland – Mason City, Iowa. We truly are “Iowa Nice” providing a superior customer experience, with a strong, mid-western work ethic. We take pride in what we do because that’s not only the Metalcraft way, but that’s also the Iowa way.

ID Products Made in Iowa

Durable Metalbarcode Nameplates

Long Lasting Photo Anodized Metal Barcode Tags

Our tried and true metal and foil bar code nameplates and labels have been a mainstay at Metalcraft since the early 1980s – for good reason. These products are awesome! Durable enough for us to guarantee over 20 years outdoor exposure…and even harsh indoor environments like classrooms. Looking to put the dazzle on office assets? Check out our full array of versatile labels.

Metal Barcode Nameplates

We Have the Technology You Need

Serial Numbers, Barcode, RFID & Sensor Technology All Available

Technology Agnostic – Serial numbers, barcode or RFID – whatever your application requires Metalcraft has you covered! Don’t know which technology to use? No problem – we can help walk you through the DART Qualification process and help you find not only the right product, but also the right technology for your application.

Metalcraft ID Technology

Made in the USA

Based in the Midwest, Proud to Be American Made

At Metalcraft we display our patriotism with Made in the USA labels on all outgoing product shipments because we design and manufacture all of our products at our beautiful 46,000-square-foot production facility in Mason City, Iowa. We’re proud of this fact and want to share it!

Metalcraft Made USA

Universal RFID Product Line

On-Metal RFID Tags that Can Be Applied To Multiple Surfaces

Do you have an on-metal RFID application, but are having trouble finding the right on-metal RFID tag? Look no further! Metalcraft’s flagship product line, our Universal RFID product family is an industry-leading suite of on-metal RFID tags that combine Metalcraft’s RFID expertise with our extensive knowledge of label properties. You get the best of both worlds!

Universal RFID Asset Tags

Styles and Selection That Cannot Be Matched

Unlimited Options Available

We once tried to calculate the number of potential products options and quickly came to the realization that with our standard products, product options, and customization capabilities combined with different technology options, the potential product offerings are truly endless.

Style and Size Selection

New Product Development

We Love to Hear Your Ideas About Potential Products

Got an idea for a new ID product? Let us know! Some of our best product ideas come from customer feedback. Our product development team is always on the lookout for the next technology, product or materials to keep us on the cutting edge!

Universal RFID Asset Tags

Superior Customer Support

ID Made Better Means Going the Extra Mile

At Metalcraft we pride ourselves not just in the products we produce, but also in the level of support we provide. From free test samples and proofs to potential prototype runs to help prove a concept, our Territory Specialists team with our Customer Experience members to ensure a superior customer experience. This approach pays huge dividends in customer loyalty. We won’t rest until the customer is satisfied!

Metalcraft Customer Service

Value Driven Company

Focused on Integrity For Our Customers

Our six corporate values drive us both personally and professionally at Metalcraft. From the leadership team’s #1 value of Member-Owner Focus to our individual value of Citizenship (ID Made Better – Day 8), these six values are visible in everything we do. This is just another reason why Metalcraft is ID Made Better.

Metalcraft Values


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.

Metalcraft timeline

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 and makes 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 ESOP

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 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 125 years 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.

Steve Doerfler

President & Chief Executive Officer

Steve Doerfler has been President and CEO since 2012. He began his career at Metalcraft in 1990 as Sales Manager and became VP of Sales and Marketing in 1998. Immediately following the buyout in 2006, Steve became President with primary responsibilities of Sales, Marketing, Engineering, and the RFID Division. Following the retirement of Doug Peterson in 2012, he became President and CEO. Steve is a member of GPI and Tugboat Institute and serves on the Clear Lake Bank and Trust Board of Directors. Steve also serves on the Mercy One, Mason City Foundation Board and Newman Catholic School Board. He and his wife, Laura, live in Mason City and they have three adult children.

Steve Doerfler

Kyle Bermel

Chief Operating Officer

Kyle Bermel joined Metalcraft as an RFID Engineer in 2012, became VP of Technology and Innovation in 2018 and was named COO in 2019. He has responsibilities for all operations including sales, marketing, manufacturing, and engineering. 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

Dean Hanson

Vice President of Manufacturing

Dean Hanson began his career at Metalcraft in 1998 as Production Manager, was promoted to VP of Manufacturing and is currently our Senior VP of Manufacturing overseeing all aspects of manufacturing. Dean is active as an Elder at church as well as volunteering for United Way and as a youth mentor. He lives in Clear Lake with his significant other, Joanie, and has four grown children.

Dean Hanson

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

Jared Doerfler

Vice President Sales

Jared Doerfler joined Metalcraft in 2017 as Business Development Director and was named Vice President of Sales & Business Development in 2019 following years in medical device sales. His responsibilities include leading the Territory Specialists, Manufacturer’s Representatives and Inside Sales. He has a Bachelor’s degree in Business Management from the University of Northern Iowa and is currently working towards his MBA with the University of Iowa. Jared lives in Mason City with his wife, Emily, and their daughter.

Jared Doerfler