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Heidi J. Ellsworth, President
Building a culture where people know they matter
By Heidi J. Ellsworth. Why every contractor should nominate an employee for the Roofing Alliance MVP Awards. Every year our industry talks about labor shortages. We discuss recruiting, training, wages and benefits, all of which are incredibly important. But after sitting in the audience at the Roofing Alliance Most Valuable Player Awards ...
NRCA expands mental health support with free suicide prevention training
By Heidi J. Ellsworth. By making suicide prevention training readily available, NRCA is helping companies create safer, healthier workplaces while fostering a culture of care and support. Mental health continues to be one of the most important conversations taking place across the roofing industry. Roofing professionals face unique pressures, including physically ...
The roof deck integrity assessment tool: A critical safety resource for roofers
By Heidi J. Ellsworth. Why roof deck assessments are essential before any roofing project. Safety has always been one of the most important responsibilities in the roofing industry. Before a roofing crew ever steps onto a roof, contractors need confidence that the roof deck can support workers, materials and equipment. ...
How IFD is expanding international collaboration through the connection forum
By Heidi J. Ellsworth. Building on more than 70 years of Congress tradition, IFD’s Connection Forum creates new opportunities for roofing and façade professionals to exchange ideas, strengthen relationships and collaborate across borders. Since its founding in the early 1950s, the International Federation of the Roofing Trade (IFD) has supported ...
Top June articles: Operational efficiency, building trust and planning ahead
By Emma Peterson. Articles of interest from June 2026. As the second fiscal quarter of the year comes to a close, it’s hard to believe we’re coming up on the halfway point of 2026. And the number of articles The Coffee Shops™ crew has published in that time (over 2,300 ...
Top June articles: Fire resistance, cool surfaces and more
By Emma Peterson. See what AskARoofer readers were interested in this month! It’s time again for our monthly article recap! At the end of each month, we like to look at the articles that caught you, our readers, attention. Not only does this give us a chance to walk ...
Arizona’s roofing industry gears up for the 57th Annual ARCA Expo
By Heidi J. Ellsworth. Bringing contractors, manufacturers and industry leaders together for a day of connection, innovation and opportunity. There are certain events on the calendar that the roofing community simply does not miss, and in Arizona, the Arizona Roofing Contractors Association (ARCA) Expo is one of them. Each year, it ...
May construction numbers show a building market moving in two directions
By Heidi J. Ellsworth. Residential softness, nonresidential strength and cost pressure are creating a complicated outlook for roofing contractors. The May construction numbers tell a story that roofing contractors should be watching closely. On one side of the market, residential construction continues to feel the weight of affordability challenges, elevated mortgage ...
Why seeing it in action matters: Making smarter decisions with a demo
By Heidi J. Ellsworth. Turning technology promises into confident business decisions. There’s no shortage of technology promising to help contractors work faster while reducing costs and improving accuracy. But when a new solution comes to your attention, it raises an important question: how do you really know if it will ...
Polymeric Exterior Products Association (PEPA) strengthens the future of exterior construction
By Heidi J. Ellsworth. Through workforce development, housing advocacy and practical jobsite resources, PEPA is helping contractors and manufacturers meet today’s challenges with confidence. The construction industry is moving through a time of change that is affecting contractors, manufacturers and the communities they serve. Workforce needs continue to shape business decisions, ...
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