By Anna Lockhart.  

For homeowners in areas with more temperamental climates and those looking for a sustainable option, metal panels have become more appealing. Now is the time to make the shift to offering metal roofing!

In the first-ever Metal Coffee Conversations, host Heidi J. Ellsworth sat down with guests Todd Miller, Mitch Heitsch, James Develder and Travis Sliger, all members of the Metal Roofing Alliance (MRA). This panel of industry experts discussed the emerging trend of asphalt contractors adding metal panels into their offering lineups. Todd Miller, president of Isaiah Industries, Mitch Heitsch, regional sales manager at Westlake Royal Roofing Solutions, James Develder, central territory manager at Vicwest and Travis Sliger, owner of 4Ever Metal Roofing, impart their wisdom on the advantages of offering metal roofing and how asphalt contractors can achieve success with this new venture.  

Todd, who currently serves as chair of MCA, provided context into the recent boom in metal roofing interest among homeowners and what recent events incited such interest. “Hurricane Ian kind of became a tipping point where so many roofs had to be redone, and a good share of those people have gone with metal. So, that just makes more people see metal and think about metal,” he shared. “And, again, another tragedy, but here we are now with the wildfires in Southern California, and I think we're going to see something similar out there as well as people start to rebuild thinking about steel and aluminum and copper for their roofs and walls as ways to help fire-safe their homes.”

With extreme weather conditions driving consumer interest in adding metal materials to their homes, now is a great time for contractors to consider the investment of adding such materials to their offering lineups. Mitch added, “Contractors have to be the one driving this narrative to protect people and to give them that best option for their home because you're seeing these major weather events that have hit. Yes, there's a side of it that the homeowners are looking at it saying, ‘I need to be better protected,’ but I think that really the roofing industry is being driven primarily by the insurance and contractor messaging.”  

For the average homeowner, roof installations and fixes are not a major part of their day-to-day concerns, making the topic one not often considered in conversations. Which is why Mitch emphasized, “Without the homeowners thinking about what it is that they need, we as an industry, both from the manufacturing and the contracting side, have to be driving this narrative to the homeowners on education and awareness on what products are out there for them.”

For the average homeowner outside of areas with volatile weather, metal is still being considered as a legitimate option. James, who serves the Northern U.S. and Canada, shared, “[Homeowners] don't want to have to reroof the house two, three times, so they're looking for something that they could be one and done with, and a metal roof is perfect for that... It's something different, something cool. And it not only looks good, but it also performs well and it's going to last you forever.”

With the aesthetic and durability appeal of metal, it’s easy to see how asphalt can quickly become the lesser of the two among those weighing their options on a worthwhile investment. Travis shared, “Asphalt over the years has become less reliable as they've put in less asphalt and more filler materials. I think homeowners have gone through a roof cycle or two to understand that the promises from the asphalt shingle warranties don't necessarily hold up, so they're ready for something that's a little bit more permanent.”

Read the transcript, Listen to the conversation or Watch the webinar to learn more about the advice metal experts have to share about diving into metal roofing offerings to expand your business! 

In the first Metal Coffee Conversations, sponsored by Metal Roofing Alliance (MRA), we explore the evolving roofing industry and the reasons why more roofing contractors are adding metal tiles to their asphalt shingle business.  Join our panel of industry experts, Todd Miller, president of Isaiah Industries, Mitch Heitsch, regional sales manager at Westlake Royal Roofing Solutions, James Develder, central territory manager at Vicwest and Travis Sliger, owner of 4Ever Metal Roofing, as they discuss the benefits, challenges and growing demand for metal roofs and how contractors are adding metal to their offerings. We’ll explore everything from cost-effectiveness, energy efficiency and environmental impact to meeting customer needs and installation training.  The panel talks about necessary training for sales, installation and overall marketing that can move roofing companies into the metal business. This first Metal Coffee Conversations offers valuable insights into the changing landscape of roofing materials. 

Register now!

By Jonny Suchor. 

Vicwest's unique product offerings and ease of application make them a premier choice in the U.S. and Canadian metal roofing industries. 

In the recent episode of MetalCast hosted by Heidi J. Ellsworth, Geoff Bernstein, the director of marketing at Vicwest, shared his insights about the company's offerings and how they differentiate themselves in the metal manufacturing industry. Vicwest, a staple in the Canadian market with a history spanning over 90 years, has made significant strides in the art of metal roof profiles. 

Having launched in the U.S. in 2020 right before COVID, Geoff shared that it's been a challenge to break into the market because “Contractors really have been overwhelmed with projects and the backlog that they've had. It's kind of been a challenge for them to pay attention to new products," Geoff explained. He pointed out that the recent market conditions have stabilized, allowing contractors to differentiate their offerings, particularly with Vicwest’s metal roofing tiles and siding profiles that combine the aesthetic appeal of traditional materials with the durability and efficiency of metal. 

Geoff highlighted the innovative aspects of Vicwest's products, particularly their True Nature Metal Roofing line, saying, "We've got a roofing tile which installs like asphalt, but of course, has the features and benefits of metal." This product line is designed to ease the transition for contractors familiar with asphalt to metal installations, simplifying the training process and reducing time to proficiency. 

According to Geoff, "A skid of tile shows up on the job site and the trim system is not a complicated thing. It's eaves, it's gables, it's valleys, it's all components that any roofer is very familiar with. And the tiles just install left to right, and you go up from the eave to the ridge. It's pretty straightforward.” Vicwest also has a dedicated sales team available to go to jobsites and help contractors with the first couple of jobs to ensure they’re comfortable installing the product while also building up the contractor’s confidence using Vicwest materials. 

In addition to the quick learning curve, what further sets Vicwest's metal roof tile apart is their commitment to sustainability, which is evident through their Planet Passionate program. "It's backed by a $500 million investment at a global level really to drive sustainable product innovation, strip carbon out of our process and provide lower embodied carbon solutions into the built environment,” Geoff explains. “Planet Passionate really is built on four pillars, carbon, energy, circularity and water... As a whole, not only is it great for the environment, good for our business, we see it as a differentiator for our employees. When we have Gen Zers and Millennials coming to interview at Vicwest, they're asking us, what are we doing to help the environment? What is your sustainability program? And nobody in our industry is doing anything to the degree that we have going on today with Planet Passionate.” 

Vicwest, is pioneering product development and innovation and setting, easy-to-install products that are not only beautiful but good for the environment and a benchmark in the industry for sustainability. Their efforts to provide practical easy-to-install products that are not only beautiful but good for the environment continue to set them apart in the industry and help influence the landscape of metal manufacturing for projects across North America. 

Read the transcript or Listen to this MetalCast to learn more about Vicwest and their marketing approach in the metal roofing industry. 

Bellara offers commercial and residential architects and builders a more design-focused and environmentally conscious approach to siding.

Vicwest, North America's experts in metal building materials, is introducing new solutions for innovative and sustainable buildings by expanding its revolutionary Bellara line of wall-cladding products. The Bellara line will be expanding even further in the new year.

Bellara offers commercial and residential architects and builders a more design-focused and environmentally conscious approach to siding through steel offered in a wide range of lengths, widths and gauges for the utmost design flexibility. New multi-width Bellara Plank sizes along with Board & Batten and Lap Siding designs have been introduced to further expand Bellara's design possibilities.

"The flexibility and environmental benefits of the Bellara wall cladding system make it easy for an architect to bring their vision to life," says Mike Loizides, vice president of sales and marketing. "We believe so much in its potential, we are investing heavily in our Victoriaville, Quebec manufacturing facility to up our production capacity of Bellara ten-fold and have plans to further expand our manufacturing footprint across Canada and the U.S. That's the demand for Bellara among residential and commercial architects and builders."

Bellara is offered in a range of finish options, including a selection of wood grain and embossed finishes providing a fresh look in a tired industry. The new Board & Batten wall cladding system is designed to be installed vertically to mimic the look of real wood, while the Lap Siding, installed horizontally, mimics the woodgrain found in nature. "Expanding our woodgrain and embossed finishings offers the depth to make our new Bellara product line indistinguishable from natural wood," says Mike. "The result is a continuous pattern that, whether installed vertically or horizontally, produces straight architectural lines. When combined with our colour-matched trims, it creates a seamless façade without the guilt of real wood".

Now available in new multi-width Plank sizes, Board & Batten and Lap Siding, Bellara can be tailored to your exact standard and still achieve a flawless finish. Our PVDF and SMP coating systems allow us to recreate the look of natural materials through an ultra-high-resolution overprint that is rolled onto the coil, capturing all the nuances of natural wood grain. Bellara's snapping lock feature makes installation equally seamless. Its fasteners are hidden and engineered to be secured tightly to the building's fascia and won't pop out like nails do over time.

Expanding the Bellara wall cladding line aligns with Vicwest's Planet Passionate Journey, a commitment shared with its parent company, Kingspan, to sustainability and reducing its carbon footprint. "We take great pride in offering innovative products — whether it's our Bellara wall cladding system — or our metal roof tiles— that help customers build more sustainable facilities," says Mike. "As an entire company, we're committed to helping the commercial and residential industry build for tomorrow."

About Vicwest

Since 1930, Vicwest has been North America's metal structure experts - engineering and manufacturing metal roofing and wall systems that withstand our harshest climates. Vicwest is an independent subsidiary of the Kingspan Group PLC, a global leader in sustainable building solutions that provides innovative products that reduce energy consumption and carbon emissions.

About Kingspan

Established in Ireland in 1965, Kingspan operates in over 70 countries and offers a range of products, including insulation, panels and roofing systems. With more than 20,000 employees, the company is committed to achieving a 90% reduction in scope 1&2 GHG emissions and having 60% of our total energy come from Solar PV and Hydropower by 2030. It is a leading provider of construction solutions focused on sustainability, quality and customer service.

To learn more, visit kingspangroup.com and vicwest.com.

By Emma Peterson. 

Metal roofing and siding are quickly outpacing traditional materials. Learn why metal is such a popular option! 

In this MetalTalk RLW, Heidi J. Ellsworth visits with Geoff Bernstein of Vicwest to discuss the role of metal, both in siding and roofing, and how it's changing the future of the industry. Geoff has been the director of marketing for Vicwest for over four years. When it comes to the role of metal in the industry, he has seen the market explode in interest in the last few years and had five reasons why metal is such a big deal. 

1 - Durability  

Metal is a much more durable material compared to vinyl, fiber cement, extruded aluminum, natural wood and more. So durable that Sherwin-Williams provides a 40-year warranty on Vicwest products. Part of this durability comes from the fact that common issues with traditional materials are non-issues with metal. Geoff explained, “Insects and mold are simply non-issues. We do have fire testing for the product, but the steel itself does not combust, does not promote combustibility.” 

2 - Home value  

The durability of the material increases the value of the building. With a 40-year warranty, any cracking, peeling and fading will be corrected. These metal products truly stand the test of time. Geoff described, “I think that's really the value proposition that we're trying to get across here with Bellara and with our metal siding product, that it's ideally the last siding product you're going to need for your project and look beautiful, as good as it does day one as it will in year forty.” 

3 - Aesthetics  

There are many misnomers surrounding metal, including that it creates an industrial and harsh aesthetic. However, this is not the case! Geoff described just a few of the options, sharing, “In our Bellara siding line you really have an architectural profile with a nice C channel that's built into it. The plank itself, we actually got some new sizes coming out, so we have a 90 millimeter, a 135 millimeter and a 200 millimeter. So really some interesting design components.” This adaptability and diverse aesthetic options means that metal is a great option for both commercial and residential projects. 

4 - Easy maintenance  

Going hand-in-hand with metal’s durability is the ease of maintaining metal. Geoff elaborated, “Compared to products like wood and fiber cement, which require repainting over and over and over again, they’re just not on the same level as metal.” By minimizing the initial issues, such as mold and insects, it makes it far easier to keep metal clean and functioning optimally.  

5 - Sustainability  

Metal is also a much more sustainable option as it is 100% recyclable. When the long lifespan of metal siding or roofing is finally reached, instead of going to the landfill the materials can be made into new steel. For Vicwest almost every ton of steel they produce is 35% recycled content. Geoff described it as a type of circularity, saying, “It's great to know that when the end of life of that building happens in a generation, yes, of course it's going to be great for all that material to be recycled, but in the moment it's just a beautiful product that's going to be better for the environment.” 

Read the transcript, Listen to the podcast episode or Watch the webinar to learn more about the metal siding and roofing options available in the industry. 

By Emma Peterson. 

From color to creation, learn some of the trends from 2023 that made it into the new year with us. 

In a MetalTalk™ from right before the new year, Heidi J. Ellsworth sat down with a panel of experts to talk about the top moments for the metal industry in 2023 and what that means for this year! This panel is well traveled, including representatives and leaders from companies based in three different geographical locations.  

Representing Vicwest, which is the largest roll former in Canada, Director of Marketing Geoff Bernstein described, “We've got some amazing innovative products in both roofing and siding, all related to single skin steel.” Over across the pond, MetalForming’s President Stephen Gosk explained that they are “the capital equipment distributor for six to seven key suppliers that are European based for equipment including metal folding, shears and roll formers.” And here in America, Holly Gotfredson and American Metalcraft produce “products such as rain screens, wet seal systems, column covers, brake metal, ornamental metal, perforated panels, sunshades and custom exterior and interior type of work. And on the Finishing Dynamics side, we offer extrusion coating.” 

When talking about the trends of 2023 that are carrying into this year, both Holly and Geoff mentioned color. Geoff elaborated, “Black still is number one for us, certainly in Canada and in the northern parts of the U.S. As things move further south, the color interest gets a lot lighter.” This phenomenon is part different regional preferences and part practicality as the further south you move the more important solar reflectivity is. Adding to that, Holly explained that many homeowners are looking for neutrals to pair with these roofing colors, “We saw a lot of neutrals to complement some of that wood grain in addition to the neutrals, the beiges, the off whites, the ivories. We also saw some micas and metallics, not so much the color shift, but just that little bit of sparkle to complement some of those neutral tones.” 

Looking towards the behind-the-scenes side of the industry, Stephen brought up the continuation of a dialogue surrounding automation. He explained, “I see this trend continuing, particularly looking for automated systems to feed into and feed the machines, eliminating again the need for multiple employees at one machine. So that trend has been ongoing this past year and will continue into 2024.” 

Read the transcript or Listen to the recorded webinar to learn more about trends from 2023 that are still with us this year.

By Dani Sheehan. 

Metal shingles provide durability, sustainability, aesthetic appeal and more, making them a compelling option for contractors and homeowners seeking a high-performance roofing solution. 

Metal shingles are renowned for their durability and longevity. Not only do they typically have a longer lifespan compared to other roofing materials and require minimal maintenance, but they also are highly reflective and environmentally friendly. A premier expert in metal roofing and wall systems, Vicwest’s True Nature metal roof shingles stand out for their superior performance and environmental benefits. 

Coastal Wave 

Vicwest’s Coastal Wave Barrel shingles redefine roofing excellence by offering a lightweight alternative to traditional concrete or clay options. This weight advantage translates into significant savings on expenses without compromising aesthetics or durability. 

One of the most striking features of the Coastal Wave profile is its ability to seamlessly mimic the timeless allure of terracotta when installed on a roof. The shadow line it creates enhances the visual appeal, making it suitable for traditional and modern homes alike. Moreover, the discreet concealment of screws adds to the natural clay look while ensuring exceptional watertightness and protection against adverse weather conditions. Watch the video below to see for yourself. 

North Ridge Slate 

Vicwest’s North Ridge Slate metal roof shingles epitomize sophistication with their profile and shadow line, closely resembling genuine slate tiles. The innovative Quadra-Loc technology securely locks the shingles on all four sides, providing unparalleled watertightness and resilience against uplift caused by high winds and heavy rains.  

Deep keyways further enhance performance by efficiently directing water away from the roof’s surface, ensuring long lasting protection for every home. Like Coastal Wave, North Ridge Slate shingles are certified to meet industry standards, reflecting Vicwest’s commitment to quality and durability. See the transformation of an historic golf and country clubhouse in the video below as a testament to these shingles’ lasting beauty, elegance and durability. 

Beyond their exceptional performance and aesthetic appeal, True Nature shingles offer contractors and homeowners a seamless integration for the finishing touch on a home, effortless installation to save time and labor, and Vicwest’s commitment to environmentally responsible manufacturing practices, reducing energy use and waste. Choose Vicwest for roofing solutions that stand the test of time – today and tomorrow.

By Dani Sheehan. 

Perfect for residential and commercial projects, Bellara steel siding emphasizes a combination of versatility and aesthetic appeal. 

Elevate your design possibilities with Vicwest’s Bellara plank steel siding series, now offering a range of new sizes to transform your residential and commercial projects. Their 12-foot planks, renowned for their versatility, are the epitome of beauty and durability, engineered to last a lifetime. 

Some of the benefits of choosing Bellara steel siding include:  

Unmatched versatility: Whether you’re envisioning a stunning accent wall or a complete envelope project, Bellara stands out with its perfect blend of versatility and aesthetic appeal. Crafted to emulate the natural beauty of woodgrain finishes, our hyper-realistic Bellara planks offer an eco-conscious alternative to real wood, without compromising on elegance. 

Seamless integration: Bellara steel siding system introduces multiple widths and two gauge options, 24 and 26, to seamlessly blend into any architectural vision. The cleverly designed extended edge ensures a flawless fit, eliminating unsightly gaps and the need for transition trims or butt joints. Combine multiple widths effortlessly to achieve a timeless and captivating design. 

Breathable design: Our perforated soffit options ensure proper ventilation, moisture removal and condensation prevention. Paired with solid planks, Bellara allows you to achieve optimal airflow, promoting a healthy environment while maintaining an impeccable aesthetic.  

Color-matched trim system: The Bellara trim system is meticulously crafted to complement every architectural element, creating a seamless and polished finish. With color-matched perfection, your vision is our priority – tailored to your exact standards, achieving a flawless result for generations to come. 

With Bellara steel siding, beauty meets longevity. Experience the difference with Vicwest’s expanded sizes, setting new standards for architectural excellence. Upgrade your projects with Bellara and redefine your design possibilities!

By Emma Peterson. 

As the labor shortage crosses from 2023 to 2024, industry experts are looking for ways to support employees and optimize new technology. 

In a MetalTalk webinar kicking off the new year, Heidi J. Ellsworth spoke to Geoff Bernstein who is Vicwest’s director of marketing, MetalForming’s president Stephen Gosk and Holly Gotfredson who is president of American Metalcraft and Finishing Dynamics. They discussed the labor shortage in 2023 and the need to bring new people into the industry in 2024.  

Stephen explained how automation plays a role when it comes to labor needs as the industry tries to revitalize its workforce. As the industry tries to grow its numbers, manufacturers are implementing new technology that can do more with fewer hands in order to meet demand. Geoff added on to that, saying, “With a challenging labor market, the addition of automation and robotics has provided yields that we never would've seen before.” These developments allow for smaller teams to produce as much as, or more than, the traditionally larger teams.  

But this development does not resolve the labor shortage issues. It solves some demand issues, but with it comes the creation of new jobs due to new training and support needs. Stephen explained the situation, "As the machines become more sophisticated, the customers who are eventually going to run those machines need a level of training.” This training is key to optimizing the machine and production. Adding another layer, in order to train users, there needs to be a robust technical support team that also must be trained. This is where Stephen sees the need for growing the workforce, as he said, “We need to bring in this next generation into this industry that can support the direction the industry's going.”  

A key part of bringing in a new generation to fill positions created due to new technology is retaining them. Holly explained her strategy for this, saying, “A sense of belonging and a really good company culture is so key for attracting new talent as well as retaining employees.” For Holly, this looks like her company focusing on providing benefits such as healthcare and paid parental leave. Overall, the three of them agreed that 2024 holds new developments in automation and technology for the industry and there needs to be a concerted effort to bring in and retain people who can support this. 

Read the transcript or Listen to the recorded webinar to learn more about these experts’ predictions for the industry.