Good values never grow tired

When Claudio José Camacho’s grandfather Sebastião left Almería, Spain in the 1930s, he carried little more than hope. Fleeing a country fractured by civil war and a continent sliding toward global conflict, he arrived in São Paulo, Brazil and built a life from scratch, selling bananas at street markets to support his family.

Nearly a century later, his grandson leads Sandvik Coromant in Brazil. The setting has changed, but the values have not. “My family was poor, but there was a lot of love and support,” Camacho says. “That made all the difference.”

Growing up with purpose

Camacho’s father, José, followed in his own father’s footsteps and also became a banana vendor. But he wanted something different for his children.

“He never had the opportunity to study,” Camacho recalls. “So, he made sure we understood that education was the way forward.”

Camacho enrolled in technical school early, became a machine operator, and later studied CNC programming and manufacturing processes at university – all while working to pay his tuition. By the time he joined Sandvik at 22, he had already held six different jobs and built deep hands-on experience in machining.

“I had worked with Sandvik tools before and was excited about the technology and the possibilities. What attracted me most was the chance to grow and to build relationships with people across many companies.”

Still, he never forgot where he came from. “When I started in sales, I spent a lot of time alone on the road, visiting workshops and selling tools. I used to think I was working on the streets like my father and grandfather – just selling different products.”

45 years at Sandvik, built on shared values

After just two years, Camacho was promoted to supervisor, taking on his first leadership role in customer service. Over time, he worked with logistics, production, marketing, sales, and technical departments. “I always said yes to new challenges,” he says.

He later earned a master’s degree in marketing and completed extensive leadership training through Sandvik programs around the world.

After 45 years with the company, including 25 years leading operations across South America, his impact is widely recognized. Colleagues describe him as a strong culture carrier who helped build Sandvik presence across the region.

Why stay with one company for so long? “It’s about shared values,” Camacho says without hesitation.

Transparency, honesty, fairness – that’s how I was raised.

His father, he says, insisted on treating people with respect and never resorting to corruption – principles that aligned closely with the corporate standard at Sandvik.

“Values may be expressed differently over time,” he reflects, “but the essence remains the same.”

Helping Brazilian manufacturers compete

Today, Camacho says his role as a leader comes down to two priorities: developing people and removing obstacles so they can grow both professionally and personally.

He is especially passionate about helping Brazilian manufacturers become more competitive.

“As a country, we have to compete with China and India. Being able to introduce new technology and help even small, family-owned companies improve their performance is incredibly satisfying.”

Encouraging companies to invest in advanced digital tooling is not always easy, however. “Many focus on the short-term cost instead of long-term value,” says Camacho. “You have to help them see why sustainable competitiveness matters more than the lowest price.”

To support customers beyond products, Sandvik organizes seminars focused on governance, compliance, and succession planning – issues that often challenge family-owned businesses. “We want them [customers] to succeed, and to continue being our customers,” he says.

Training is another cornerstone. Last year alone, more than 2,500 people received technical training at Sandvik Brazil’s centers. “The more our customers understand our technology, the better they use it – and the more we all grow.”

Giving back to the community

Camacho’s sense of responsibility extends far beyond business. Twenty-five years ago, inspired by his own family’s experience, he founded a community initiative called Vivendo e Aprendendo (“Living and Learning”).

His father suffered a severe cognitive decline in his sixties, which deeply affected Camacho’s mother. “She became depressed and isolated when my father was no longer mentally present,” he says. “I wanted to create a place where elderly people could gather, stay active, and feel supported.”

Today, around 90 seniors participate in the community, meeting regularly to exercise, dance, cook, travel, and share companionship.

At 67, Camacho has reached an age when many would have retired. He smiles at the thought. “As long it is good for me and for Sandvik Coromant, I will stay,” he says, laughing.

So, for now, the grandson of a banana vendor continues to lead, mentor, and build – guided by the same principles that carried his grandfather across the Atlantic.

Hard work. Integrity. And the belief that success means lifting others along the way.