Building connections and expanding perspectives

By Dani Sheehan. 

At PABCO’s Tacoma plant, the NWIR Seattle Council saw how strong values build strong products. 

When members of the National Women in Roofing (NWIR) Seattle Council stepped into the PABCO Roofing Products plant, they expected to see shingles being manufactured. What they didn’t expect was to walk away with a deeper appreciation for the people, values and relationships behind the products. For Carolina Joya, VP of sales at ROOFCORP of America and chair of the NWIR Seattle Council, and Caitlin Ieng, account manager for The Coffee Shops™, the tour was a reminder that roofing is about people as much as it’s about the materials. 

Values first 

“What really stood out to me was how PABCO started the tour,” Carolina said. “Normally on tours like this, companies go straight into the technical side – how they're better than everyone else. But PABCO started with their values first, focusing on family connections and relationships. That’s where it starts. Our clients know we can make mistakes, but they also know we’ll stand behind them. That same family feeling came through here.” 

Caitlin agreed, sharing, “Their tagline is Remarkable Products. Exceptional People. And from meeting people at the very top to the workers in the warehouse, you could see the pride they take in living those values every day.” 

Both women were amazed watching the production of shingles from start to finish. “We’re used to seeing shingles as slabs nailed to a roof,” Carolina said, “but it’s amazing to see what it actually takes to make them. From quality checks to engineering, everyone has a role in making it happen. It takes a whole team to put a roof on millions of homes.” 

Caitlin added, “I had no idea about PABCO’s technology where their shingles taper down. No other shingle in the industry does that. Their design is so unique. On top of that, the facility was one of the cleanest and most organized manufacturing plants I’ve ever seen – especially impressive with asphalt materials that typically create so much dust.” 

Key takeaways 

The tour gave the group not just a better technical understanding of shingles, but also a stronger sense of connection. “It really helps from a contractor’s perspective,” Carolina explained. “Now, if a client is hesitant about a product, I can tell them, ‘Let me talk to PABCO. I know the people there. I’ve seen the process.’ That builds trust.” 

She also pointed to PABCO’s Cascade™ Signature Cut line as an exceptional product: “The fact that they’ve patented a design in the U.S. that maintains a heritage aesthetic, it’s incredible. We’re seeing a return to appreciation for classic looks, and PABCO is leading the way.” 

For Caitlin, the biggest takeaway was the people. “From leadership to warehouse workers, everyone values their role and the part they play in creating something lasting. That kind of pride doesn’t just happen; it comes from a culture that truly values people,” she shared. 

Why these events matter 

The PABCO tour brought different corners of the industry together, including media representatives, insurance professionals and industry members. “These events are so important,” Caitlin reflected. “They educate us on the work behind the products, but they also create networking opportunities. Smaller companies especially benefit from exposure like this. It helps them grow, and it shines a light on the wonderful people who make this industry possible.” 

For the NWIR Seattle Council, this experience was a reminder of the power of relationships, education and shared experiences to strengthen the roofing community.