AEM Unveils Third “Through the Lens” Photo Series Showcasing American Equipment Manufacturing

Above photo by Brad Romano for the Association of Equipment Manufacturers.

The Association of Equipment Manufacturers (AEM) has launched the third installment of its acclaimed “Through the Lens” photo series, capturing the people behind America’s equipment manufacturing industry. Documentary photographer Brad Romano traveled across the Southwest to photograph workers at six key manufacturing facilities: Landoll (Beloit, KS), Harper Industries (Harper, KS), Great Plains Manufacturing (Salina, KS), Ditch Witch (Perry, OK), McElroy Manufacturing (Tulsa, OK) and Versalift (Waco, TX).

This powerful series highlights the dedication of the 2.3 million Americans involved in producing the equipment that builds infrastructure, powers industries and supports agriculture. Beginning next week, the photos will be displayed at Washington, D.C.’s historic Union Station, where more than 12,000 daily travelers will see the faces representing the strength and skill of the U.S. equipment manufacturing sector.

“Every three years, this project captures the enduring spirit of America’s equipment manufacturers,” said Kip Eideberg, AEM’s senior vice president of government and industry relations. “These are the welders, machinists, assemblers and technicians who represent the best of American manufacturing. As policymakers debate how to ‘bring jobs back to America,’ we want to remind them that 2.3 million of those jobs are already here, and they are the backbone of small towns and communities across our great country.”

The “Through the Lens” series is part of AEM’s broader effort to highlight an industry often overlooked by national media and emphasize its critical role in rural and small-town economies. This year’s campaign coincides with ongoing discussions among lawmakers about revitalizing American manufacturing.

Several company leaders praised the project for showcasing their workforce. Chip McElroy, president and CEO of McElroy Manufacturing, said, “We were thrilled to have the opportunity to share the work that takes place every day in our facilities and showcase the hard work and talent that goes into the manufacturing process.”

Kevin Smith, general manager at Ditch Witch, added, “This photo series is a wonderful way to highlight the dedicated individuals behind the world-class underground construction equipment we produce.”

Other industry representatives echoed these sentiments. Chris Montgomery, director of construction equipment at Great Plains Manufacturing, noted, “Every piece of equipment we build reflects the dedication and skill of our employees, and this project is a powerful way to share their stories.”

Joel Holk, COO of North American operations for Versalift, said, “We need projects like this one to showcase the great people already working in manufacturing but also show future generations the opportunities that exist in the manufacturing space.”

Harper Industries and Landoll also expressed pride in being part of the series. Luke Thornton, senior vice president of sales, marketing and customer relations at Harper Industries, said, “At Harper Industries, we don’t just build great products; we build with purpose, driven by self-starters who lead by serving.”

Paula Landoll-Smith, marketing manager at Landoll, stated, “Manufacturing is an art, and this project represents well.”

By putting faces to the industry, the “Through the Lens” project highlights the creation of high-skilled jobs and the preservation of craftsmanship. It also seeks to inspire more people to pursue careers in skilled trades, especially in rural America.

Along with the Union Station display, the photos will be shared throughout the year via AEM’s I Make America grassroots advocacy campaign, social media and a dedicated media resource page for industry stakeholders.

The full photo series is available online and should be credited to Brad Romano for the Association of Equipment Manufacturers.