SENNEBOGEN Fleet Maximizes Turnaround Time – Boosting Bottom-Line For Rose Metal Processing

HOUSTON, TX Jerry Bailey, owner and operator of Rose Metal Processing, has a favorite saying when it comes to his business philosophy – “The biggest risk is not taking one.” It was Bailey’s penchant for risk-taking that prompted him to assume ownership of the former Rose Metal Recycling in 1999, just as the bottom was falling out of the scrap metal industry.  Obviously, his risk paid off, as Rose Metal Processing will celebrate its 10th anniversary of growth under Bailey’s leadership this October.

Billing itself as the “The Friendliest Scrap Yard in Texas and the Home of the Biggest, Little Shredder in America,” the Houston-based company houses a Newell automobile shredder. This 4000 horsepower unit sits on its relatively small 2.9 acre site. It is a unique application that requires the right purpose-built equipment to maximize potential productivity.

Rose Metal Processing representatives stand in front of one of the company’s two SENNEBOGEN 835 M material handlers. From left to right: Operator Robert Lorto; Owner/Operator Jerry Bailey; and General Manager of Operations Rolan Lemus.

According to Bailey, the efficiency, reliability and increased productivity his fleet of SENNEBOGEN material handlers have brought to Rose Metal has played a major role in the company’s success. “Acquiring my SENNEBOGEN machines was one of the best decisions I’ve ever made from an equipment capitalization standpoint. Each of my SENNEBOGEN material handlers has literally taken the place of two of my previous machines.”

Bailey increases yard’s efficiency

Rose Metal Processing’s roots go back to the late 1939, when Edward Rose founded Houston Junk. In 1995, the operation was renamed Rose Metal Recycling. Bailey, a native Houstonian with years of experience in the scrap and shredding business, joined the company in 1998 as the General Manager with the expressed goal of making the yard and shredder more profitable.  When he acquired the company in 1999, Bailey changed the name to Rose Metal Processing, and immediately set about seeking ways to make the yard more efficient.

After freeing up valuable space in his relatively small yard by installing a second truck scale across the street and instituting a one-way traffic pattern for inbound and outbound vehicles, Bailey turned his attention to the yard’s aging equipment. “When I came to Rose, the company had a hodge-podge of four old cable cranes and four or five retro-fitted hydraulic dirt machines, many of which would be broken down almost on a daily basis,” recalls Bailey. “Thanks to the ingenuity and creativity of my mechanics, I was able to soldier on with it for a couple of years, but eventually it became obvious it was holding us back.”

Enter Steve Robinson, Sales Representative at Waukesha-Pearce Industries (WPI) in Houston. “Back in 2004, we had just picked up the SENNEBOGEN line and we were looking for a scrap yard to demo an 835 M,” recalls Robinson. “We got word that all of Rose Metal’s equipment was down with major problems, so we immediately sent over the 835 M and let them use it until their other machines got up and running. In that time, their operators fell in love with the SENNEBOGEN 835 M’s new technology and the increased speed of operations.”

One of the SENNEBOGEN 835 M units is positioned directly beside the Newell 80104 shredder and is dedicated to feeding its inbound conveyor.The other 835 M unloads trailers that come into the yard and stacks the material for the 835 M that is feeding the shredder.

Bailey concurs with Robinson’s recollections. “Steve introduced me to the new SENNEBOGEN ‘green machines.’ He explained to me how they were simplified purpose-built material handlers with no computer technology. When I learned that it was a rubber-tired machine, I was a bit hesitant at first because I was used to tracked equipment. But with most of my equipment out of commission, I agreed to take the demo model until our equipment was repaired. When the 835 M arrived, I have to admit that I really liked the looks of the machine – it was everything Steve promised and then some.”

Rose Metal operator states his case for SENNEBOGEN

Bailey assigned his lead operator, Roberto Lorta, to the SENNEBOGEN demonstrator and the machine was put to work feeding the yard’s shredder for about three weeks. When the time came for Robinson to retrieve the demo unit, Bailey received an unexpected visit from his lead operator.

“Roberto walked into my office and said, Mr. Bailey, please don’t give that green machine back,” recalls Bailey. “He told me that the machine was literally taking the place of two of our existing machines. This was something I had seen with my own eyes, but it really touched me that one of the best operators I’ve ever had in my career would make such a plea for a piece of equipment.”

Convinced of the SENNEBOGEN machine’s superior quality and efficiency, Bailey ended up purchasing the 835 M demo unit, which as it turns out was the first SENNEBOGEN machine sold to a Texas scrap yard by WPI. Rose Metal took delivery of a second 835 M that same year, and since then, Bailey has acquired additional SENNEBOGEN models.

Rose Metal’s SENNEBOGEN application

Three of Rose Metal’s four SENNEBOGEN machines are fitted with grapples and the fourth unit is equipped with a magnet for use in the yard. One of the 835 M units is positioned directly beside the Newell 80104 shredder and is dedicated to feeding its inbound conveyor. The other 835 M unloads trailers from accounts that come into the yard with sometimes up to 40,000 ton loads of flattened cars or baled scrap. This operator will do a 180° swing and stack the material for the 835 M that is feeding the shredder. This 835 M is also used to load outbound trailers.

“Our two smaller, lighter 825 M C Series machines are ideal for our 2.9 acre yard,” says Bailey.  “They move around the yard unloading customers, laying out work for our torch-burners, stacking prepared and torch-cut scrap and loading outbound trucks and trailers.”

Bailey says that from a value-added standpoint, the efficiency and reliability of his SENNEBOGEN machines has benefited Rose Metal and its customers, be they suppliers or consumers. “I have customers tell me all the time that I have one of fastest turnaround times in the Houston area, especially for a small scrap yard,” he says. “My SENNEBOGEN material handlers have been a major factor in maximizing the limited space we have at Rose Metal.”

WPI has been a responsive partner

Bailey appreciates the relationship he has developed with Steve Robinson and Waukesha-Pearce Industries. “They know me, they know my business and they know that if my SENNEBOGEN machines go down, then my shredder goes down,” he says. “They’re very sensitive and responsive to my requirements and have been very expedient in dealing with my needs. Steve and I started out as professional acquaintances, but now I consider him a personal friend and business partner.”

As the recipient of the first SENNEBOGEN machine in Texas, Bailey claims to have helped WPI sell more than a dozen SENNEBOGEN machines to customers whom he has spoken to and had visit his yard. “I tell people that I liked my first SENNEBOGEN machine so much, that I got three more,” he says. “It’s simply a helluva piece of equipment that has revolutionized my yard. My SENNEBOGEN machines have proven to be ideal for my unique application, where I’ve got such a large shredder on such a small footprint.”

About SENNEBOGEN

SENNEBOGEN has been a leading name in the global material handling industry for nearly 60 years. Based in Stanley, North Carolina, within the greater Charlotte region, SENNEBOGEN LLC offers a complete range of purpose-built machines to suit virtually any material handling application. Established in America in the year 2000, SENNEBOGEN LLC has quickly become a leading provider of specialized equipment solutions for recycling and scrap metal yards, barge and port operations, log-handling, transfer stations and waste facilities from coast to coast. A growing network of distributors supports SENNEBOGEN LLC sales and service across the Americas, ensuring the highest standard of professional machine support and parts availability.

For more information on the full line of SENNEBOGEN green line material handlers, contact:

Constantino Lannes, President
SENNEBOGEN LLC
1957 Sennebogen Trail (formerly 7669 Old Plank Road)
Stanley, NC 28164
Tel: (704) 347-4910 or fax (704) 347-8894
E-mail: sales@sennebogenllc.com
Visit the web site at www.sennebogen-na.com