Career Options
Raising the roof onprofessionalismLucien Chouinard set his career sites high at a young age. Roofing started out as a part-time summer job in high school for this dedicated tradesman. DOROTHEA HELMS |
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 [ 2002-09-04 ] |
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Lucien Chouinard and his wife, Catherine.
Today, he and his wife Catherine own Chouinard Bros. Roofing, one of the largest residential roofers in the Greater Toronto Area, representing more than 300 workers.
The company roofs custom-built homes and new home subdivisions of all sizes across the GTA, plus offers re-roofing for renovation projects in private homes.
Chouinard Bros. Roofing is so successful, the company works on about 100 new home communities simultaneously at any given time, installing on average 200 roofs per week.
The road to the top was paved with a lot more than shingles for this enthusiastic craftsman.
Lucien Chouinard founded the family-operated business in 1973 after working for several roofing firms. With an eye for entrepreneurship and for the future of building, he has worked long and hard to, as he says, "... raise the bar in roofing."
Consistently open to new ideas, he has incorporated advanced materials and technology into the company's business practices, establishing Chouinard Bros. Roofing as an industry forerunner.
"We promote professionalism," he says. "We have initiated safety programs, education in providing proper estimates and roofing training. We run in-house safety courses, and we employ a full-time safety representative."
Chouinard has also developed marketing practices that have nurtured the company's growth. "You learn roofing by working for roofers. If you go out on your own, you also have to know something about business. The natural born lateral thinker took an innovative marketing step about five years ago by building a 600-sq.-ft. mock-up home and placing it in the centre of the company shop.
"It has a different roof on every side," explains Chouinard, "plus soffit, facia and windows. We believe in promoting consumer awareness."
He explains that because there is no formal education required, roofing is an accessible trade.
"This has made for a hit-or-miss reputation," he says. "Roofing isn't something you go to school for. I hope someday there will be formal training available for this trade."
Chouinard Bros. Roofing is a member of the Greater Toronto Home Builders' Association and the Residential Roofing Contractors' Association.
"If you're thinking of working for a roofer, you can get the names of reputable firms from either of these organizations," Chouinard advises. About 80% of the roofers working on new construction sites are unionized under the Carpenters and Allied Workers Local 27 United Brotherhood of Carpenters and Joiners of America.
"Today," Chouinard says, "the contractor, builder and union are striving for a better workplace and environment. Our company has been proactive in providing workers and employees with benefits, a drug plan and dental plan."
Chouinard shares the credit for the company's success with his wife Catherine, who handles all the financial aspects of the company. The couple has been based in Markham for more than 20 years, and in 2000, Catherine was the first woman to win the prestigious Anthony Roman Award presented by the Town.
This high honour recognized her as exemplifying fair and good management and for being instrumental in raising the level of integrity within the roofing industry. She was also applauded for creating the Walk for Life, Walk for Hope, which raises funds for the Canadian Mental Health Association.
Both Lucien's daughters, Michelle and Danielle, work in the firm, as well as one son-in-law, three nephews, a niece, a brother and a brother-in-law. Next year, the Markham-based company (www.chouinardbros.com) will celebrate its 30th anniversary.
"I've learned over the years to be open to learning," says Chouinard. "I believe in the residential construction industry, which is evolving. The companies that survive embrace change. We plan to be here for a long time."
(Dorothea Helms (writer@wsws.ca) is an internationally published freelance writer who co-owns a communications firm with her husband.)
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