The invisible wire that connects, supports, and protects

Much more than a material: it’s a symbol of innovation, safety, and responsibility toward people and the environment.

Why is Bottaro’s iron wire known and appreciated worldwide?
Because it’s strong, malleable, and safe.

But there’s much more to discover behind a simple product, often invisible yet always present, that binds, secures, and supports objects and structures of all kinds.

Alberto Bottaro, who runs the company together with his brother Marco, shares in this interview the philosophy behind their business and the often equally invisible commitment that makes their product truly unique and inimitable.

What do your customers expect today, and what added value do you offer compared to competitors?

“Today, companies need greater assurances from their suppliers. It’s no longer just about getting a good price-to-quality ratio, but about finding an efficient partner who can provide a high-quality product along with the guarantees required to meet increasingly strict safety and sustainability standards,” says Alberto Bottaro, CEO and Head of Marketing.

“At Bottaro, producing iron wire means investing in an ethical and conscious business, based on four pillars: high-quality raw materials, energy and resource efficiency, fast and reliable service, and safety.

Our baling wire, BWRTM, may look identical to others at first glance. But 70 years of experience have led us to create a product that truly makes a difference.

It saves costs by avoiding machine downtime due to breakage, reduces maintenance needs, and improves plant efficiency. It even reduces energy consumption thanks to the wire’s physical properties.

If our product costs more than standard wire, it’s because it contains hidden value, driven by research, innovation, automation, logistics, communication, and environmental protection.

Each step of our production process is carefully monitored, from raw wire drawing to packaging and delivery. This guarantees a strong focus on eco-sustainability, circular economy, and waste reduction.

Every month, Bottaro ships 6,000 tons of material to 52 countries, ensuring fast transport (48–72h across Europe), safe handling, and timely deliveries.

A multilingual customer service team supports clients from order to delivery, while advanced software tracks every shipment in detail.

The material is protected with customized, safe packaging designed to resist humidity, temperature fluctuations, and salt exposure, avoiding thermal shocks and physical damage. This packaging, developed in-house, is made with recycled and recyclable materials to preserve the wire’s mechanical properties during transport and storage.

That’s why entrepreneurs all over the world choose Bottaro: they recognize the effort, financial and otherwise, that we invest to create a sustainable, innovative, and high-quality product.”

What are the main applications for Bottaro wire?

“Our wire is mainly used in three sectors: hot-dip galvanizing, recycling, and construction. We chose to specialize in these areas to offer top-tier performance.

Our goal is constant improvement, because serving companies means listening to their needs and evolving continuously to lead change.

This is why our three in-house research labs perform over 4,000 tests each year on 100% of our products, helping customers choose the best wire for their needs.

Today, we’re recognized globally precisely for our uniqueness. But if our product stands out, it’s also thanks to the customers who guide our R&D with their feedback and reward us with their trust. They know that with Bottaro, they gain real advantages: production efficiency, safety, and significant cost reductions.”

Has the geopolitical situation or lack of international regulation affected your business, particularly in the recycling sector?

“We are highly dependent on global politics, given our international relationships.

COVID and the war in Ukraine have definitely posed challenges. But we can’t complain, our business continues to grow steadily thanks to the quality we deliver, both technologically and in service.

What sets us apart is our strict raw material selection. If Bottaro wire is found all over the world, it’s because users recognize our ability to consistently raise the bar.

In recycling, especially plastic, we often need to anticipate recyclers’ evolving needs, as they deal with a complex web of bureaucracy and ever-changing regulations.

Their needs vary based on materials and volume. Forty years ago, balers produced 200–300 kg bales. Today, they can reach up to 1,000–1,200 kg.

Plastic is one of the most difficult materials to compress. Our BWR™ Plus wire, with enhanced mechanical properties and reduced diameter, allows nearly twice as many bales to be tied with the same amount of wire. The bales remain compact and manageable during transport, improving worker safety, one of our top priorities.

Our products’ ESG-compliant design also helps recyclers accurately report their carbon footprint.

We support the recycling industry in every way possible, an essential part of environmental sustainability, by simplifying daily operations, saving time and money, and preventing accidents and injuries.

Let me also say that plastic is an extraordinary material. It shouldn’t be demonized, misuse is not a fault of the material itself. It must simply be managed properly, within a circular system that transforms waste into resource.”

You’ve invested heavily in communication. What return have you seen?

“Communication is one of the pillars of our business. We aim to communicate effectively and spark curiosity, so people can form their own opinions based on accurate information.

Unfortunately, most people today are in a rush and don’t read beyond headlines.
Iron wire is a basic product that seems all the same to the untrained eye, its potential is largely overlooked. We want to spread as much information as possible about its features and diverse applications, so companies can choose the most suitable solution.

That’s why our marketing team creates in-depth blog articles, videos, and tutorials to share the results of our research.

Our website is unlike any competitor’s, it’s rich in content designed to help both existing and potential clients understand market changes, safety regulations, and technological innovations.

We’ve also produced two TV commercials, available on YouTube, where we tell the story of our ‘invisible wire.’

And we work with respected media and industry magazines like Replanet, which cover crucial topics such as recycling and sustainability, platforms that allow us to convey our added value and help people make informed, conscious choices.”

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