Traction and roofing demand take center stage

By Jesse Sanchez. 

Jeff Cole discusses Palisade® underlayments, growing interest in metal roofing and shifting market demand during FRSA 2026. 

Intertape Polymer Group (IPG) brought its Palisade roofing underlayment line to Florida Roofing and Sheet Metal Contractors Association (FRSA) 2026, giving contractors an opportunity to experience the material’s traction firsthand. Jeff Cole, who has worked in the roofing industry for 20 years, represents Intertape Polymer Group’s ECP division, which specializes in building materials. His responsibilities include products across the building envelope, from roofing underlayment and house wrap to crawl space fabric. 

Jeff described Palisade as one of the company’s premium roofing underlayment brands. At the show, its distinctive surface drew attendees into the booth for a hands-on demonstration. Reflecting on those interactions, Jeff explained, “Everybody comes up and the first thing they want to do is walk on our material because it is patented. It is unique.” 

The material features a polka-dot grid designed to provide slip resistance. According to Jeff, users do not need to press the ball of their foot into the surface to gain traction, allowing contractors to understand the product’s value through a direct demonstration. Emphasizing the stability of the surface, Jeff added, “You can almost stand on it flatfooted and play tennis on it. It’s very sure-footed stuff and that’s why people tend to like it.” 

Beyond underlayments, Jeff identified metal roofing as a major topic on the show floor. He pointed to severe weather, insurance pressures and homeowner interest in longer-lasting roofing systems as factors contributing to the conversation. Summarizing the broader shift, Jeff observed, “The buzz is metal roofing. That seems to be a bigger and bigger component and the roofing numbers show that.” 

IPG is also promoting Palisade Butyl-HT Plus, one of two product launches planned for 2026. Jeff described the product as a pure extruded butyl with strong tack and a broad operating temperature range. The product had already launched by the time of the event, with FRSA serving as a key promotional opportunity. 

Jeff also noted a recent shift in customer demand. After shingles were down about 10% in the first quarter, he said several major customers had contacted the company asking it to increase production to help prevent material shortages. 

Watch the full interview to learn more about the roofing underlayment innovations and market trends Jeff Cole discussed at FRSA 2026!