Almost two decades ago, Luis Martins, now VP of sales at UNTHA America, started his career in the waste and recycling industry. Armed with a background in mechanical engineering, Luis saw an opportunity to contribute to a sector with endless possibilities and opportunities for innovation.
Now leading sales efforts for one of the world’s most respected shredding manufacturers, Luis combines technical expertise with a people-focused approach to help customers rethink how they handle waste. In this interview, he reflects on his early influences, the lessons that guide his work, and why he believes the industry is still just scratching the surface of what’s possible.
How did you get your start in the industry?
I was first approached by a recruiter in the waste and recycling industry who described it as a sector with zero volatility. That comment caught my attention, so I decided to look into it further.
After that initial discussion, It didn’t take long to realize that the statement wasn’t quite true! The recycling industry routinely experiences plenty of highs and lows, driven by factors like material demand, emerging technologies, legislation, and the co-dependence on industries such as oil and steel, and global economics. But that fluctuation really intrigued me.
But, what really drew me in was the fact that waste will always exist. There’s a constant need to manage it more efficiently and responsibly. With my background in automation and mechanical engineering, it felt like a perfect fit for both my skills and curiosity.
What is your current role at the company?
I recently stepped into the role of VP of sales at UNTHA America. UNTHA is an Austrian-headquartered manufacturer known worldwide for its high-performance industrial shredders that help businesses process waste, recover valuable materials, and in most cases, operate more efficiently. While the company’s roots are in Austria, UNTHA has a strong and growing footprint here in North America, with customers across the U.S. and Canada relying on our shredding technology for everything from recycling and manufacturing to energy recovery.
In my role, I work directly with customers to understand their material challenges and match them with the right shredding solution. I also draw on my background in automation, robotics, AI, and mechanical engineering to help advance how we integrate technology into our systems.
Alongside that, I collaborate closely with our president, Bernie Martinz, to support the continued growth of UNTHA America – strengthening internal processes, expanding into new markets, and ensuring customers receive the performance, reliability, and service that the UNTHA brand is known for, globally.
What important lesson have you learned over the years?
One of the most valuable lessons I’ve learned is that the best piece of equipment doesn’t always win the battle. You can’t stand back and rely solely on the product to secure a sale – even when you represent technology as strong as UNTHA’s! What really makes the difference is the full package. Being the best representative of the brand, showing up professionally, staying responsive, and treating every customer with respect.
My Dad always told me, “You’ll never regret being professional, courteous, and attentive,” and that advice has shaped how I approach every professional relationship. People want to work with someone they trust, someone who listens, and someone who adds value beyond what the machine can do.
That means asking “Can we support the customer in ways that go deeper than the equipment?” “Can we help them explore new markets, connect with partners, or identify opportunities they may not have considered?”
Who was your biggest influence?
I’d say the person who had the biggest influence on me was the one who first encouraged me to join the industry, Pieter van Dijk, the president of Van Dyk Recycling Solutions – one of the largest plant builders in the sector.
Pieter was already incredibly successful and well-respected, but what stood out even more was his passion for equipment and his belief in the future of the industry. He helped me see the potential, the opportunity, and the excitement behind the work we do.
And even today, he’s still deeply involved and highly influential in the industry, which says a lot about his commitment and impact. His guidance early in my career played a major role in where I am today.
What do you love most about being in the industry?
As a technical sales person, what I love most is the feeling that the work we do makes a tangible difference. Every improvement we help customers achieve, every bit of material we prevent from going to landfill, contributes to something meaningful for future generations.
What excites me is that we’re still only scratching the surface. There is so much room for improvement across the industry, and so much left to discover and innovate. This industry constantly challenges you to think differently, explore new ideas, and push the boundaries of what’s possible. That’s what keeps me passionate about it, year after year.