Here come the Red ones!

The district of Sassuolo and Mexico united by the "red belts".
Read how they have conquered the world of ceramics by reducing machine stop on the sorting line.

The story at a glance

The wear of the belts determines machine stops that are too burdensome for companies. Giving continuity to the production is the challenge of “the reds”: a solution born from the desire to create a network between a customer and the supplier, with a bright red brush stroke by INTER SER.

From the South American country they spread and today they are the most request type of belt for the sorting line

“I travel a lot for job.

I move above all by plane and, by now, I know very well all the activities that are carried out in particular during take-off and landing, the most delicate ones. The most technical issues make me curious and, perhaps for this reason too, the favorite part of my job is the visit to the productive sectors of the companies.”

Paolo Zanoni
Paolo Zanoni


The trips that we plan in the factories are a precious opportunity to build a network between our customers and our suppliers: an important part of our company mission.

These are moments when we tell the news and we collect feedback on the machinery, we take home some important information to improve the products, according to the customers expectations.

The problem

A take-off, a journey and a landing. Here is a story that comes from Mexico.

“The machine stops are starting to be a problem. Every month we occupy most of the maintenance team to replace the belts. ”

The maintenance manager of one of the biggest companies summarizes his problem, the belts are in the final part of the sorting line, and they wear out quickly. Their replacement is not as rapid, it takes about two hours.

Two hours of machine stop which means about two thousand square meters of production lost.

Together we understand that it is necessary to find a solution that gives continuity to the work, limiting the breakdown and above all the costs that consequently come.

The solution

Another take-off, another flight and another landing. A few kilometers drive to reach our supplier Plastorgomma based in  Fiorano Modenese, in the district of Sassuolo.

The idea is to improve the lining of the belts used up to that moment. An Idea that becomes a project and subsequently a product.

We are speaking about a layer of material applied on the old belts that makes them much more resistant, stronger than before and, not surprisingly, it also changes the color: from black to a bright red.

After some tests carried out by the supplier himself, we can offer it to our customer in Mexico.

An obstacle

An obstacle still remains: the cost.

The new belts are an investment of 60% more than the previous ones and the customer has several doubts, not having tried them.

But we are sure of their effectiveness so we find a compromise: old lifetime? Old price.

Let me explain: We propose to the customer to set the new red belts up and, if they have the same life of the black ones, they will pay them at the old price.

The Final Result

After some time the customer is fully satisfied, the life of the red belts is even three times longer than the black ones and the machine breakdown costs are significantly reduced.

The price increase of the red belts is therefore perceived as a real investment for the company’s productivity.

In a short time the news spreads out like wildfire and crosses the borders of Mexico to reach the whole world.

Today the INTER SER belts are known among the tile manufacturers as “the red ones” and they are the most requested by our customers always looking for innovative and performing products.

Paolo Zanoni


The strengths of his way of working:

  • Strong passion (especially for what is technical)
  • Supporter and facilitator of the customer network – INTER SER – supplier (and vice versa)
  • Incline to the challenges of research that leads to innovation

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