In an industry centered on infrastructure and heavy machinery, Etnyre International distinguishes itself as a company with a higher purpose. With over 126 years of experience, this family-owned business is deeply committed to improving lives through sustainable road maintenance solutions. What truly sets them apart is their unwavering focus on values, purpose, and conscious capitalism. As the company grows, its mission remains clear: to serve the infrastructure needs of the world while making a positive impact on people, communities, and the planet.
A Legacy Built on Care and Integrity
Founded in 1898, Etnyre has always been a family business, with multiple generations involved in leadership and operations. This continuity has allowed the company to stay grounded in its core values: care, humility, integrity, respect, and trust.
“Our purpose is improving lives by serving the infrastructure needs of the world. We live by our five values every day: care, humility, integrity, respect, and trust,” explains a company leader.
These values aren’t just words on a mission statement; they are embedded into Etnyre’s day-to-day operations. The company uses a performance review system that evaluates both the achievement of goals and how well employees embody these values. By balancing traditional business metrics with ethical performance, Etnyre ensures that its employees are not only successful but also aligned with the company’s mission.
A Higher Purpose Beyond Profit
Etnyre’s mission extends far beyond manufacturing road maintenance equipment. At its core, the company is dedicated to improving lives through its products. By providing safer roads and better infrastructure, Etnyre helps connect communities, allowing people to access healthcare, groceries, and essential services.
“Our basic idea is, are we improving lives? Our products make roads safer, providing access to healthcare, groceries, or wherever people need to go,” shares one of the leaders.
While profit is necessary for any business, Etnyre focuses on optimizing profit rather than maximizing it. This approach involves making decisions that might sacrifice short-term gains but are better for the company and its stakeholders in the long term.
“We talk about optimizing profit, not maximizing it. We’ve made decisions that hurt short-term profit but were better for the long term,” a company leader explains.
Employee Well-being: A Culture of Care
One of the most significant ways Etnyre lives out its values is through its Etnyre Cares program, which provides support to employees in times of need. This initiative reflects the company’s deep commitment to the well-being of its workforce.
“The ‘Etnyre Cares’ program is one of the ways we embody our commitment to supporting our members. It’s a reflection of our values in action,” they note.
In addition to offering support through Etnyre Cares, the company provides financial benefits like merit raises, bonuses, and profit-sharing. These initiatives foster loyalty and satisfaction among employees, making Etnyre more than just a place to work—it creates a community where people feel valued and connected to the company’s mission.
“We offer merit raises, bonuses, and profit-sharing, all of which contribute to a strong sense of ownership and belonging among our members,” adds the leader.
Sustainability in Product Development and Manufacturing
Etnyre is also making strides in sustainability, incorporating eco-friendly practices into both product development and manufacturing processes. By focusing on road maintenance instead of new road creation, the company inherently supports a more sustainable infrastructure model.
“Our equipment helps maintain existing roads rather than creating new ones, which is a more sustainable approach to infrastructure,” explains one of the leaders.
One of their standout products, the Green Distributor, features an electrified heating system that reduces environmental impact. This innovation is part of Etnyre’s ongoing commitment to sustainability and reducing their carbon footprint.
“We introduced the Green Distributor, a product that uses an electrified heating system, showing our commitment to sustainable innovation,” they share.
Balancing Tradition with Innovation
With over 300 years of combined experience among its team, Etnyre strikes a balance between tradition and innovation. While the road maintenance industry is slower to adopt new technologies, Etnyre proactively seeks ways to stay ahead by integrating digital tools and platforms into its operations.
“We balance tradition with innovation by listening to our customers and using their feedback to drive improvements,” says a company leader.
One example is their move to e-commerce for aftermarket parts—a significant shift in an industry where most business is still conducted over the phone.
“We’ve moved into e-commerce for parts and are exploring digital tools like chatbots to improve service. This is a big shift in our industry,” they note.
The Purpose Council: Driving Change from Within
At Etnyre, living their values isn’t just the responsibility of the leadership team. The company has established a Purpose Council at each location, ensuring that employees at all levels have a say in how Etnyre can better serve its communities and fulfill its mission.
“We have Purpose Councils at every location to engage with employees and explore how we can live our values through community health, well-being, and sustainability,” they explain.
The Purpose Council has helped Etnyre make strides in areas like community outreach, workplace equality, and environmental sustainability. For instance, leadership roles that were once dominated by men have now been opened up to all employees, leading to a more diverse leadership team.
“A few years ago, we opened up leadership roles to anyone who wanted to apply. Now we have female leaders in positions that were once male-dominated,” a leader shares.
Challenges and Growth: Staying True to Values
As with any growing business, Etnyre faces challenges—particularly in maintaining its commitment to sustainability and conscious leadership in a traditionally slow-evolving industry. However, the company’s strong foundation of values guides them through these hurdles.
“We’re still a traditional industry, so innovation doesn’t happen at the speed of tech companies, but we’re finding ways to stay ahead,” they acknowledge.
Etnyre’s commitment to conscious capitalism ensures that as the company expands, it remains focused on its values. Leadership is clear that if new employees or partners aren’t aligned with the company’s mission, they simply aren’t the right fit.
“If you’re not aligned with our mission and values, you’re not a fit for our company. It’s that simple,” they assert.
The Future of Etnyre: A Vision for Growth and Impact
Looking ahead, Etnyre aims to further integrate sustainability and conscious capitalism into every aspect of its business. This includes expanding the influence of the Purpose Council and continuing to optimize profit in a way that benefits all stakeholders—employees, customers, suppliers, and the communities they serve.
“We’re focused on optimizing profit, not maximizing it. Our long-term goal is to continue growing in a way that benefits all our stakeholders—members, customers, suppliers, and communities,” they state.
At its core, Etnyre remains dedicated to improving lives. Whether through safer roads, community outreach, or sustainable innovations, the company continues to uphold its mission of making the world a better place.
“At the end of the day, if we’re not making the world better, we’re failing,” they conclude.
Final Thoughts
Etnyre International proves that business success can go hand-in-hand with purpose. By staying true to its values, embracing innovation, and prioritizing the well-being of its employees and communities, Etnyre has built a legacy that will endure for generations. As they look to the future, their commitment to conscious capitalism and sustainability ensures they will continue to improve lives—one road, one community, and one member at a time.
