Future of Automated Finishing in the Midwest: Insights from Superfici America’s Michael Anderson

Recorded live at AWFS Fair 2025 in Las Vegas, this special episode of The Finishing Touch Podcast dives deep into the future of automated finishing in the Midwest. Host Bret Johnson sits down with Michael Anderson, Midwest Regional Manager for Superfici America, to discuss how automation, custom engineering, and industry expertise are transforming manufacturing processes.

Click to watch the full episode on YouTube

35+ Years of Finishing Expertise

Michael Anderson’s career spans more than three decades in the finishing industry, with experience in:

• Application systems for top industry brands

• Large-scale automation projects

• Coatings and surface treatment solutions

This versatile background allows him to create solutions for diverse materials like wood, metal, and plastics, adapting proven strategies across industries.

Customer-First Approach to Automation

Instead of starting with a sales pitch, Michael focuses on identifying customer pain points before recommending solutions. Common challenges include:

• Production bottlenecks slowing delivery times

• Labor shortages in skilled finishing roles

• Environmental compliance and VOC regulations

• Quality control for high-end products

This discovery process can take multiple meetings, ensuring every system is tailored to specific needs.

Why Midwest Manufacturers Choose Superfici America

In recent years, Michael has led the sale and installation of large, complex finishing lines. Customers cite several reasons for choosing Superfici America:

• Team collaboration across sales, engineering, applications, and service

• Custom design flexibility—not just catalog solutions

• Proven expertise in specialized markets, especially window and door finishing

“If all projects were the same, I’d be bored. I like finding something unique and different,” Michael says.

Debunking Automation Myths

Two big misconceptions often come up in the industry:

1. Automation solves all finishing problems – Some processes still require skilled manual spraying.

2. Small shops can’t afford automation – In reality, automation helps smaller manufacturers compete by reducing labor costs and increasing consistency.

A Reputation Built in the Window & Door Market

Superfici America has developed a dominant presence in the Midwest’s window and door finishing sector, with numerous successful installations and a reputation for delivering reliable, high-quality systems.

This credibility not only builds trust but also helps new customers see real-world results before making an investment.

Key Takeaway

Whether you’re a small woodworking shop or a large-scale manufacturer, the right automation can boost productivity, improve quality, and reduce costs. Michael Anderson’s listen-first, design-second approach ensures every system is built to solve real challenges.

Interested in upgrading your finishing process? Contact your Superfici America sales representative today to discuss tailored automated finishing solutions.