ROOFING
MARLEY’S QC PROCESS
Jenni Forrest, quality manager at Marley’s timber manufacturing site, says “As a natural material, wood has variations in characteristics that need to be correctly assessed. Poor-quality non- compliant battens, with inconsistent thickness and large or multiple knots, are vulnerable to snapping and are often out of shape, resulting in high levels of wastage. This not only causes issues for the roof but also affects the safety of roofers.
counterfeit battens flooding the UK roofing market.
With over 40 years of expertise and 37 branches nationwide, Burton Roofing Merchants; known as The Roofing People, have committed to ensuring safety, reliability, and cost efficiency. The campaign has not only raised industry awareness but also delivered visible results.
Industry Challenges
Since the early 2020s, the UK roofing sector has experienced a surge in low-quality and counterfeit battens due to high demand. These substandard products, often mistaken for compliant battens, present significant risks, ranging from health and safety hazards to expensive damage to roofing membranes. Timber Development UK issued urgent calls for the industry to prioritise quality products that meet British Standard 5534.
Partnering with Marley, the manufacturer of premium battens, and the National Federation of Roofing Contractors, Burton launched Battens that Matter – a multi-channel campaign aimed at educating, engaging, and equipping roofers with the best tools for the job.
Burton Roofing Merchants’ commercial director Martin Armour recognised the need for action. He said: “Our goal was to ensure roofers could build with confidence, using compliant, high-quality products that prioritise safety and performance.”
The Battens that Matter campaign was Burton’s first 360-degree marketing Initiative reflecting its stance as The Roofing People who prioritise customer safety and quality. Working in collaboration with Marley, Burton rolled out a comprehensive strategy to highlight the importance of compliant battens, flagging up products such as Marley’s BBA-accredited JB Red and Jordeson’s Super
Yellow, which are available across its branch network.
Educational Resources: Downloadable guides on UK safety standards, the risks of substandard battens, and the benefits of compliant products. • Batten Grading Guide: A practical resource helping roofers identify high-quality battens by assessing wood quality, thickness, and knot consistency. • On-Site Training: In-branch workshops where staff demonstrated the importance of compliant battens, reinforcing safety and quality standards. • Digital Outreach: Email campaigns and social media posts using hashtags like #BuildWithConfidence, #SafeRoofing, and #SupportingTheRoofer to reach a wide audience. • Video Series: A professionally produced series featuring NFRC experts and industry leaders, viewed over 10,000 times, boosting credibility and engagement. • Industry Partnerships: Campaign activation at UK Construction Week, amplifying the message through trusted platforms.
Measurable Impact
The Battens that Matter campaign, reached over 100,000 industry professionals, with the video series alone garnering more than 10,000 views, demonstrating significant engagement.
Feedback from branch managers highlighted a shift in customer behaviour. “Roofers were choosing our battens because they felt assured of their quality and compliance,” Armour noted. “They could build with confidence, knowing they were using products that protect their safety and reputation.” The campaign also strengthened Burton’s partnerships with Marley and the NFRC, positioning the company as a leader in
July 2025
www.buildersmerchantsjournal.net
“At Marley, we take great care in selecting our materials, using only premium Nordic logs renowned for their exceptional strength and stability. Our JB Red Battens are machine-graded and certified by the British Board of Agrément, which regularly audits our manufacturing processes to ensure full compliance with BS 5534. “As an Approved Treater under the Wood Protection Association Benchmark Scheme, we also hold Approved Product status for our JB Red Battens. Additionally, we are certified under the Code for Construction Product Information, which promotes compliance, builds trust and safety, enhances accountability, and ensures clear, accurate product information. “We and organisations like the NFRC have done a lot of work to alert the sector to the risks of non-compliant battens, but the campaign brings everything together in one place and provides a practical solution for roofers.”
promoting industry standards. By making high-quality battens accessible and raising awareness of the risks of non-compliant alternatives, Burton empowered roofers to make informed choices, aligning with its mission to support the trade.
A Legacy of Safety and Quality “The success of Battens that Matter underscores Burton Roofing Merchants’ commitment to being The Roofing People – a trusted partner for roofers nationwide.” Armour concluded, “Our overriding objective was to ensure roofers could work safely with best-in-class, compliant products. This campaign has reinforced our promise to put customers first.” BMJ
35
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44
