Most of the buyers of industrial-strength cutting machines made by Reno's Torchmate Inc. Josh Schohn acknowledges, are "macho metal guys."
So the company, a unit of Lincoln Electric, is climbing a long hill this month as it sells those buyers equipment painted hot pink in recognition of the battle against breast cancer.
Torchmate is selling a pink version of its 2x2 CNC metal-cutting machine to show its support for National Breast Cancer Awareness month. Schohn, a product manager of the company, says production of the pink machines will last as long as there's demand.
Torchmate will donate $50 for breast-cancer screenings research each time it sells one of the pink machines.
Sales of the portable 2x2 metal-cutting systems, which usually are painted in manly colors of black and red, are targeted to hobbyists, metal artists and owners of small fabrication shops.
Torchmate also makes larger cutting systems used by manufacturers worldwide.
Schohn says workers in the fabrication department at Torchmate's plant on Rock Boulevard did a double-take the first time they saw the hot pink for the first time.
"They thought the powder-coater had done something wrong," he says.
