Latest / RoofersCoffeeShop / Building Roofing’s Global Future
Transcript
- Adam Cabrera: Welcome to Roofing Road Trips, the podcast that takes you on a thrilling journey across the world of roofing. From fascinating interviews with roofing experts to on-the-road adventures, we'll uncover the stories, innovations, and challenges that shape the rooftops over our heads. So fasten your seat belts and join us as we embark on this exciting roofing road trip. Hello and welcome to Roofing Road Trips Global. My name is Heidi Ellsworth, and Roofers Coffee Shop is proud to be in Vienna at the Vienenberger headquarters in Vienna, Austria. I can't believe that we're here. I'm a little bit starstruck, let's be 100% honest. And I'm very excited to be here today with Gerhard Junke with Vienenberger on tiles. I'm telling you what, this building, this experience. Is so amazing. Thank you so much for having us. Thank you that you are here actually. And welcome to Ruenna. Thank you. It is beautiful. It is absolutely beautiful. And I would love to start out with introductions. So since I am like just try I'm almost a little bit I'm just so excited to be here, I would love to have you introduce yourself and please tell us about your company and about what you do. Right. Austrian More than twenty five years in this company. I'm very proud and happy to be basically in the rule role as CEO now of the company. I just took over in August this year. but member of the board already for the last five, six years. Yeah. I am finance by background, so I was also the CFO of this group. So I may say I know this company quite well. It is basically this company evolved over these twenty-five years from a brick company to a much more diversified building material company and also a company which is offering solutions for the infrastructure. So it is today something totally different than when I joined twenty-five years, yeah, where we were producing bricks, yeah. and also the legacy or the basically this company was founded here. Yeah, you are sitting here at the famous Wienerberg, so it means the the mountain of Vienna, yeah. and here more than two hundred years back, twelve thousand people were producing here bricks. And so when you move into the city of Vienna, you can say eighty percent of the really of the building inside Vienna are built out of our bricks at that time, yeah. So the this isn't easy. Let's say the history of Vienna and also the the company Wienerberger is so closely basically connected, yeah, out of the past that it is also for for Austrians a kind of an honor to be with such a traditional company. And it is nice. Here in Vienna the name Wienerberger has quite a meaning. Yes, it does. It does. and yeah, we wear also, yeah, what what else to to to to tell you. It is also that the sec it was the second company which is listed on the Vienna Stock Exchange. Yeah. So we are listed also for more than one hundred and fifty years here on the stock exchange. So there's a lot of tradition here in this company. And yeah and and today this company is not a brick company anymore. Yeah we are sitting here about roof tiles. Yeah. And roof tiles is in the meanwhile basically the second largest pillar of this company. Yeah. So it's not any more bricks. the roof business is much stronger today than it's basically the claim block business is, yeah, where we started with. Yeah. Well, it's to me what you're saying is to have a building products company with such esteem and to be second on the stock market. That that is very I mean, that's very important. And when you look, when you walk the streets of Vienna and see the architecture. The the the bricks, the clay, the rooftops. It is it is inspiring and you g I can see why it's so prestigious. Yeah. No, it makes you very proud, yeah, when you basically a brick is something where you say, Okay, you it which is not maybe putting too much emotions in it, but then you basically see the buildings inside of the city of Vienna and you see this historical Runstrasse, yeah, which is basically the the main road in the city center of of Vienna with all the historic buildings. I think it is impressive. It is impressive, yeah, absolutely. And it is Wienerberger. So this is nice, I think. Wow. Well, talk a little bit about your expansion too, because you are in Europe and you're in North America. Right. We started actually as Austrian company more than two hundred years back, and we were Till nineteen eighty nine. We were an Austrian company. So you see our expansion started rather late. And our former CEO, Erhard Schaschl, he started actually buying a company in Germany. In eighty-nine, we the basically the Iron Curtain fell in Eastern Europe. And then we immediately went to Eastern Europe. And the gross story of Wienerberger started partly in Eastern Europe. we were basically there the front runners, yeah, and were bringing technology on bricks to Eastern Europe and in Western Europe we were buying bricks. Yeah, we were buying companies which are producing bricks but facade bricks. Yeah. When you go to UK or you go even US, yeah, you have the facade tradition. Yes. Clay facade. So this was the second part of the of the story of Wienerberger. So clay blocks in the East. And in the West a business of clay facade bricks. Yes. So that's how it bec how it started. And in two thousand three, two thousand four we decided to enter the roof tile business. Yes. So it's just twenty f twenty years back actually. Not that long. Today we are Europe's leading producer of the pitched roof in Europe. So it is it's quite I I believe a successful growth story during the last twenty years, I was lucky enough to be at Dock and Holtz a major trade show in Europe. It's for the world basically, but it's in Germany. And I was able to see your booth and to see all of the beautiful roof tiles, all the beautiful bricks, everything that you're you're doing on the ornamentals. It was it was very, very impressive. And as you walk around, we're seeing this, I don't know, renaissance almost of that high end tile, obviously in Europe, but even in the US. It's turning we're seeing more of that and obviously the building envelope. How does it all go together? Yeah. We are in the US. Ludovici is a small roof tile company. We love the Ludovici. Yeah. It is something small, but also when you see what they produce, where you find back all the specialities and roof tiles of historic buildings mainly. Wonderful, huh? It's beautiful. It's absolutely beautiful. Well, you are also one of the main sponsors, and we are actually in your headquarters for the International Federation of Roofing Trades IFD Connection Forum. And you not only hosted us here, but you are a major sponsor of that. Why is that important? What why have you been involved with IFD? We started and I checked it with one of my colleagues. I said since when we are actually partnering up with IFT and it is since two thousand eleven. Yeah. Wow. We decided to move in and as I said, we entered the roof tile business in twenty two thousand four, two thousand three, two thousand four. and then rather fast we have seen yeah to be part of IFD makes very much sense. Yeah. The roof itself is for us so important and it is in the business, it's A strong influencer, maybe even a strong decision maker, yeah. And the feedback from the roofer is for us crucial, yeah. And for to to be part of IFD and also to to to to join forces, yeah, in the sense okay, in which direction the roof will develop, yeah. Because twenty years, thirty years back, a roof was simply protecting the house. That's it, yeah. Today You collect water, you produce electricity on the roof. So we try it also together with the IFD and with the roofers to expand the value of the roof itself and to make it more functional, yeah. And I think this only works if you join forces. Yeah. You have the roofers, you have the manufacturers, you have the merchants, so you have different stakeholders. And I think the the idea of IFD to bring or even about this connection for Rome, yeah, that you have said that. That's A brilliant idea and therefore for us it was clear let's support that, yeah, because we need a a strong bond of these different stakeholders. And to have the IFD be the association of associations. In the room next door we have the United States, we have the United Kingdoms, we have Austria, we have Germany, we have China, and countries from all over coming together and their national associations. So what you're saying is exactly together we can do so much more. I think when you we talk about roofing, it's how we protect our treasures, our families, our Which are the treasure, right? Our families and how we protect our businesses and everything that's changing in the world. So one of the areas that has been a challenge, and IFD has really worked on is that next generation. Right. And you talk about how important the roofing contractor, the roofers are. So this next generation, talk a little bit about what you all are doing to encourage that next generation that workforce, especially since you're in so many countries. Yeah. I think it is something what keeps us busy already the last twenty years. Yeah we installed I think it is almost twenty years back when we stepped into the business we immediately also understood and it was partly also out of the East because it was not so easy to find qualified installers of the product. Because to bring a steel frame on the on the roof is easier than to take a tile, a concrete tile or a clay tile on the roof. This means also you meet qualified people. So we decided to offer a kind of a a certified roofer program. Yeah and this we have rolled out across Wienerberger groups. So people can come and we certify them to be a a a trained certified roofer actually and this is something how we try to to keep enough hands, qualified hands who are installing our products. And next to that, it is one of the main tasks what I see also for the IFD, to take care that things like Budapest, yeah, the young Rufer meeting where the you where you find these new talents, this where they can show their expertise and these kind of things, this is something what we need. Exactly this direction we should move. And when this The profession of a roofer, yeah, in a way that we say it's cool, yeah. Yeah and we need to we have to build the right story about the roof, that it is a really a cool profession, yeah, to be a roofer. Yeah. And that's I think that is our task what we have, yeah. As producer, as associations, as merchants, so e everyone who has an interest on the roof itself. I it's When I think about that, I I love that because that's how we w that is our main goal, right? Is to talk about roofing and that what a beautiful community it is. when you think even you know, we have all of our associations in the US, but when we're now involved in the UK and we have been involved with the NFRC, absolutely wonderful, wonderful community. And the same thing here today. I truly believe when we were in Innsbruck Thank you so much for spon they sponsored two years ago. We saw the young people there from every country become friends. Yeah. And by the time they left, they were the you knew they were gonna be friends for a very long time. And these opportunities to share information across borders. Well, I think make make the the the the topic itself visible, yeah. And this is I think our responsibility as the IFT but also as as as large producer for for roof tiles or for roofing materials. So it's we know how challenging it is to find enough hands. It is nothing which is easy, yeah, because we know we are all basically fully motivated to to make this happen, but we also see it's not an easy not an easy task. It's not easy. It takes all of us telling the same story and not just telling the story, but showing showing the craftsmanship, showing the pride that goes into These beautiful roofs that you produce and that that they install. what there are many, many people listening to this right now, and some of them are large manufacturers, other manufacturers across the globe. what would you say to them about why to be why why to be involved with IFD and why it's become such an important part of your culture? I think Dependencies between the parties. Yeah. We on the one side we are the the producers of building materials, of roofing materials, from the tile to the accessories to the components, underlays all what you need at the end. And as I say, today a roof is a total different story than what the roof was twenty years back or thirty years back. with all the water challenges what we have. So it makes today there is much more need to collect water already on the roof. Yes. To produce electricity on the roof. And these are things I think what we need to further there's potential. Yeah. And therefore I think let's work together. Everyone should contribute. Yeah. And I think the most important party in this whole game is the roofer. Yeah. Because he needs to work with the product. He has to basically he sees the need. What he basically where val where he can create value basically for the building or for the end customer or for the the people who are living in the house. So the roofer is the crucial person in this whole guy game. And therefore it is so important that we put the roofer let's say in the center and we as producers, manufacturer, we need this close exchange also with the with the roofing companies. Or with the association. Yeah, and to bring it all together. I love when as you're talking about looking to the future of, you know, water getting water capture from the roof, electricity from the roof. Those are the kind of things that really together we and this is going to be a US term, so forgive me, but we have acres and acres and acres of rooftops, right? And how are we bringing value to that overall? And I think That is something too, as we talk about the next generation, and I know sustainability is very, very important. I I went through and looked at all of your displays down in your lobby. Beautiful. But as we look at that next generation and we look at sustainability, there is a there is a connection and and it's very important. Talk to a little bit about what you see with that. You mentioned it. Sustainability is close to our heart and this is when we started moving closer to the term sustainability. This is now yeah, almost twenty years back. and it was for us clear, yeah, there's it as a building material producer and also to be engaged in clay, it makes so much sense to be close to sustainability because you're using clay from the earth, including some water, some fire. it is a very durable product. You can recycle the product. So many things where you say Yeah, that makes all sense, yeah. If you connect all these things, yeah. And now with all these climate change challenges what we have water scarcity or or stormwater issues, electricity, yeah, to move to renewables. So mm the roof itself offers so much opportunities for water collection, put the water from the roof. to a storage or f to filter it and bring it back into the into circuit. It it makes very much sense and also electricity. we will have in in few years everyone will have most probably some batteries. Yeah. So you will produce on the roof, you put it in the battery and you can basically think that through and the roof always has a has an important role in all these ideas. So sustainability in the roofing as such is well closely integrated and this is we can we could play this game also with other building materials where we are in and therefore at a certain moment we decided sustainability is an integral part of our strategy and therefore when you walk through the headquarter you always find the link to sustainability yeah you you were so inspirational because as I think about what we talk about a lot of times is How important a roofing contractor or the roofers are because they are protecting families or protecting lives or protecting businesses, right? But now take that one step further. Not only are they protecting, but they're generating. They're they're they're giving the ability for that building to function better and to protect our some of our most basic needs, water, shelter, right? And so for young people, if we take this one step further, as you said earlier, to make it cool. to be in roofing. It's cool and also finding the purpose, yeah. Because here young people always ask you for the purpose for the why. Why why you what is basically how you contribute to society, how you contribute to the planet, yeah. Yeah. And these are the things I think where you can explain, yeah. And some no one will think about the roof, but if you're discussing a bit really I I think you can explain very well, yeah. to build a roof business is something what is really cool. Yes. And it's very close to sustainability also. You're doing something very good to society, to to the planet, if you think about for what you can use, yeah, what you can find back in a roof. Yeah. So yeah. And almost a little bit philosophical buttons. But it isn't somehow. Yeah, and I love the purpose because you're right. Everybody we want, you know, besides being amazing craftsmen and women, which that's what they when you see these beautiful roofs, you see the craftsmanship. And but there's also a purpose, right? That I think sometimes gets lost. Gets lost, especially in the construction trades, that people have lost a little bit of the respect for the construction trades. And that's one of the things that I think these kind of conversations, these kind of forums and being backed by such strong companies, the the trades are finding that respect. all over again. And and I to be honest, we thought it was just in the US. But then coming over here and listening to people, just now we heard one of the gentlemen in there say, We need to lift the profession. We need to lift and make sure that we are finding that respect. And so Yeah. I think it the the challenge it it is all these kind of manual craftsmanships where you have to do a lot of manual work. And I think It is not easy to convince young people, yeah. To make such a profession also cool. Yeah. So you have to work I think also with the purpose, or you have to work also with a certain l part of prefabrication or robotics. Yeah, because also this one, yeah. Young generation like if there is a robotic solution involved or something which helps you technology. So this is also I think we have to think wide, yeah, to make basically people very enthusiastic about the roof itself for the profession. That's interesting because today I you are presenting and then I'm presenting after you and I am presenting on AI and what is happening in AI globally when it comes to finding roofing, finding what is happening in roofing, understanding the solutions. And I think to your point, one of the big things that we are seeing is robotics. technology, all of those things, and is incredibly important to the next generation. Right. and to make the relationships are what is important in this world right now. And AI is not taking away relationships. It's making the relationships even more important. That's right. Absolutely. And I think this everyone should be aware, yeah, that you need, I think because there was for a certain period of time Associations was maybe a little bit old fashioned. It is not. Yeah. And thinking what you said, coming into an AI generation, yeah, in the next five, ten years. Yeah. Yes. I believe the personal network, yeah, and basically personal contacts, th this will be more and more important. So I believe this is something what has a long future also. Yeah. So circling back, I love I This has been an such an amazing conversation. I want to say thank you so much. And circling it back, this really brings that importance of the IFD even larger. Because of all the things that you and I just talked about, sustainability, technology, robotics, the things that are happening out there, we need an international forum to be able to have these conversations and to be able to help grow them. And so as All of our audience is listening to this. I think, you know, there's some countries probably there are thinking, Well, do we really need to be international, right? We can just do our own thing right here. But the more we bring great minds together and that's what you've done here. Right. Bringing us all to your headquarters today. It's it's a pleasure to have you in, yeah, because France, one of my colleagues asked me, Can we host it a set? It's big fleet, huh? Bring all them in. Yeah. It's it's for us it's something where we only can underline how important it is. And therefore we are very proud and happy that you are in today. that is wonderful. last thoughts. I would just love your thoughts. We're ending the year for twenty twenty six and we're looking into twenty twenty-seven, but just some of the things for all those roofers out there who are putting on the tiles and and things, what are some things that you that you are Talking to your people about right now and to talking to your roofers, that's just kind of important to be top of mind. I think the the product itself, yeah, or the roof itself and the materials what we are using. Yeah. And I think it is something sometimes things may seem to a little bit old fashioned sometimes, yeah. But this is n absolutely not the case. And I think once we have to modernize sometimes the the topic itself, yeah, because the product itself is something which is so up to date yeah and so important and so I believe modern. Yeah. As we said, when you think about sustainability, technology, robotics, you can find all these things back basically in in the roofing business itself. So I only can encourage anyone join the roofing business and strengthen the roofing business. At the end we need such platforms like Budapest, yeah. Where we can showcase What roofers can do, yeah. And walk into Vienna, look to the historic buildings, you find very beautiful roofs on these historic buildings. Yeah. Someone has to bring the products up there, yeah. And this is basically why we need these roofers, yeah, why they are so important. They are so important. And young to make sure the young roofers competition will be in Budapest next year. And that is where we bring all of the competitors from across the globe, twenty-eight and younger, to compete and to these the Olympics of roofing. Right. Yes. It is. It is beautiful. Well, thank you so much. Your city is beautiful. Your company is so welcoming. And it's just been an honor to have this conversation with you today. Thank you so much. Thank you, DJ. Thank you very much. Thank you. Thank you all for listening. Wow. Talk about a roofing road trips global. This is the best of the best. So I hope you enjoy this. Please check out all of our podcasts under the RLW Readless and Watch Navigation. Be sure to subscribe and set those notifications. We'll be seeing you next time on Roofing Road Trips Global. If you've enjoyed the ride, don't forget to hit that subscribe button and join us on every roofing adventure. Make sure to visit rooferscoffeeshop.com to learn more. Thanks for tuning in and we'll catch you on the next roofing road trip.