By Adam Cabrera.
In a recent episode of MetalCast, Heidi J. Ellsworth had an insightful chat with Geoff Bernstein, the director of marketing at Vicwest. Their conversation went into Vicwest's long-standing history, innovative product line and their expansion into the US market.
Vicwest has an impressive history that stretches back 93 years and today is Canada's largest metal roll former. Geoff described the company's diverse impact on the industry, catering to customers from a wide range of agricultural, commercial and residential markets. They pride themselves on their extensive product offerings - from roll-formed panels to insulated metal panels, and even metal roof tiles tailored for residential spaces.
In more recent years, Vicwest expanded their residential product lines to the US market. "We launched residential product lines into the US in February of 2020, right before COVID,” Geoff said. “On one hand, it's been really interesting to get market feedback, but it's been an uphill climb.”
Challenges brought on by the pandemic made it difficult for contractors to pay attention to new products. However, Geoff remains optimistic as demand in the industry this year has stabilized, and roofers have more time to experiment with different kinds of paneling and tile. “It’s a really great time to reintroduce the product line and the brand into the US markets,” he said.
A part of the new residential product line is True Nature Metal Roofing, Vicwest's answer to homeowners wanting the aesthetics of natural non-metal materials like wood shingles without compromising on functionality and durability. Geoff emphasized the ease of installation and a seamless color match trim system, ensuring homeowners have a robust yet stylish roofing solution.
Geoff shared, “[True nature products] provide a whole new design aesthetic that didn't really exist in the marketplace before.”
Adam Cabrera is a writer and podcast producer for the Coffee Shops and AskARoofer™. When he isn't writing about roofs he enjoys camping in the Rocky Mountains, going to concerts and playing music.
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