Behind the Board: How One Woman Is Bringing Web-Cote into the Spotlight
In the world of pest control, some companies fly under the radar for years—quietly doing the work, building relationships, and helping shape the industry from behind the scenes. Web-Cote Industries is one of those companies. But under the leadership of Susan Masciarelli, that’s all starting to change.
On a recent episode called Behind the Board, The Pest Posse’s Foster Brusca sat down with Susan to talk about her journey from part-time employee to owner of Web-Cote, what makes the company so unique, and how a simple glue board is becoming a vehicle for change in the pest control industry.
“Wait—how have I never heard of you?”
That was Foster’s first thought when he met Susan earlier this year. Despite being in the pest control industry for over 30 years, Web-Cote had never crossed his radar. As it turns out, he’s not alone.
“A lot of people say that,” Susan laughed. “We’ve been around for 39 years, but we’ve always focused on private label and OEM. We don’t have our own brand, so our name wasn’t out there. We just made really good glue products for other people.”
Web-Cote started as a specialty coating company, making everything from pressure-sensitive Velcro adhesives to niche products for pest control. Over time, the company honed in on glue-based pest control products—mouse traps, insect monitors, flylight boards, agricultural products—and quietly built a reputation for quality behind other people’s brands.
But when Susan bought the company in 2024, she had a new vision.
From #2 to Owner: A Leap of Leadership
Susan’s relationship with Web-Cote goes back nearly two decades. She joined the team when her kids were young, starting part-time before stepping into an ever-growing role. As the previous owner began to scale back, Susan stepped up—eventually managing day-to-day operations and running the company in all but name.
“I was already doing the job,” she said. “One day, I just thought—why not ask? So I did. I said, if you ever want to sell, I want the first shot.”
Years later, that conversation turned into a reality. In the summer of 2024, Susan officially took over the business—becoming not only the President and CEO, but one of the few women leading a manufacturing company in the pest control space.
“I make less money and work more,” she joked. “But I love it. I love this industry. If Web-Cote disappeared tomorrow, I’d still find a way to work in pest control.”
Changing the Narrative, One Introduction at a Time
With new ownership came a new direction. Susan wasn’t content with Web-Cote staying behind the scenes. She started attending conferences, investing in marketing, and making connections across the industry.
“The floodgates opened,” she said. “Once people realized we existed, it was non-stop—calls, emails, interest. Everyone kept asking, ‘How have I never heard of you?’ And I said, well, that’s exactly why I’m here now.”
Part of Susan’s mission is making Web-Cote more than just a supplier. She’s invested in social media, launched educational initiatives like Teach Us Tuesday, and actively participates in events like NPMA’s Legislative Day—not for sales, but to advocate for the industry itself.
“We’re not just a vendor. We want to be part of the conversation. We want to give back, educate, and support the people who use our products every day.”
Partnering with Purpose: Women in Pest Control
One of Susan’s most meaningful initiatives since stepping into ownership has been her growing partnership with Women in Pest Control (WIPC). It all began with a simple Facebook suggestion. Curious, Susan joined the group—and was immediately struck by the camaraderie, mentorship, and drive within the WIPC community.
“These were women helping each other navigate a male-dominated field,” she said. “From pest ID questions to business advice, the support was real. I knew I wanted to be part of that.”
What began as an Emerald Sponsorship soon became much more. Susan connected with WIPC founder Bobbie Terry and launched an exclusive line of WIPC-branded glue boards. A portion of every sale goes directly back to the organization to support scholarships, professional development, and community-building programs for women in the industry.
“It just made sense,” Susan said. “Everyone in pest control needs glue boards—why not let those purchases help grow something bigger?”
The first donation from glue board sales has already been sent, and while small, it marks the start of a broader vision. In fact, that vision is growing into something even more ambitious: In July 2026, Web-Cote and The Pest Posse will co-sponsor the next Women in Pest Control conference in Myrtle Beach. The event promises to elevate connection, education, and visibility for women across the industry.
“It’s not just about being seen—it’s about building something together,” Susan added. “This partnership is just getting started.”
What’s Next for Web-Cote?
While most of Web-Cote’s products are still custom-made for OEM clients, Susan is thinking bigger. With growth, she hopes to launch original designs that can expand their reach, while staying true to their roots in glue-focused solutions.
“Glue is all we do,” she said. “And we do it well. We’re constantly testing adhesives, substrates, durability—all to make sure our clients are getting products that perform in the field.”
But Susan’s vision goes beyond product specs. She wants Web-Cote to be known as a reliable partner, a small business with heart, and an advocate for pest control professionals everywhere.
“If there’s a problem, you don’t go through layers of people. You call us, and we fix it. That’s who we are.”
Out from the Shadows—and Here to Stay
Susan ended the interview with a promise:
“Now that we’re out of the box, you’re not putting us back in. Web-Cote is here, and we’re ready to be seen.”
With nearly 40 years of experience, a woman-owned future, and a mission grounded in connection and purpose, Web-Cote is no longer just the name behind the label.
It’s a name worth remembering.
Go Behind the Board with Web-Cote’s Susan Masciarelli and The Pest Posse!
Click below to hear how one woman is reshaping the glue game—and why you’ll be seeing a lot more of Web-Cote.
