By Jim Aaron
The winter 2024 convention season for the flooring industry has drawn to a close, leaving us with a critical opportunity for reflection. Having attended numerous industry events representing the Floor Covering Education Foundation (FCEF), I witnessed the enthusiasm and innovation on display. From cutting-edge products to visionary technological advancements, each exhibitor showcased their very best. However, amidst this excitement, a glaring reality looms — each of the products on display, regardless of their technological advances or beauty, remain valueless until they are installed in a customer’s space. Valueless. Let that sink in.
Since its inception in 2019 and my assumption of the role of executive director in 2021, the FCEF has pursued a vital mission: elevating the awareness and appeal of flooring installation as a career path, recruiting talent into the labor pipeline, connecting them with training, providing scholarships for training and assisting with job placement. Our achievements have been significant, including pioneering a basic installation course for technical and community colleges, securing accreditation and nationwide replication of these courses. Yet, sustaining and expanding this impact necessitates broader industry support.
When the small group of industry leaders formed FCEF, they didn’t immediately look to the retail community to fund the start up. After all, getting 10,000 independent dealers to move in the same direction is like herding cats. Therefore, they pursued financial support from the industry’s largest players: Shaw, Mohawk, Engineered Floors and the World Floor Covering Association. During my tenure, we’ve added additional suppliers to our donor list, including AHF, HMTX, CALI and Emser. We’ve also gained a number of flooring retailers that support our mission with consistent donations. In fact, we now have approximately 45 retailers donating $100 per month per each location.
However, we have a long way to go. A foundation whose positive results will be felt by the entire industry cannot be supported by a small few. This is not equitable or sustainable. Consider these statistics around the support of FCEF in 2023:
A staggering 91 percent of all donations came from manufacturers/suppliers, with retailers and buying groups accounting for a mere 8 percent of total contributions.
Eighty-six percent of the manufacturers/suppliers’ combined donations came from just “the big three.”
Assuming there are 10,000 independent retail dealers in North America, the FCEF is being supported by less than one half of one percent of the dealer base.
Recently, a prominent supplier executive on our board emphasized the urgent need for greater retailer involvement, stating, “It is essential for retailers, who stand to benefit significantly, to actively support this effort. The financial burden to fix the issue cannot rest on the shoulders of suppliers alone.” He’s right: the entire retail community must fully endorse and engage with this initiative.
It is time for a collective call to action within our industry. We cannot afford complacency or indifference. Piet Dossche, during a panel discussion at TISE, expressed, “The FCEF is the most professional organization to tackle this issue — and everyone needs to support it. If this thing fails, no one else will pick up the gauntlet and try it again. We cannot let FCEF fail!” This sentiment reflects the urgency of our cause.
Retailers, the FCEF needs your direct support — now! The major suppliers are simply not going to continue to carry the load themselves. Go to fcef.org/donate today and commit to an automatic donation of $100 per month to sustain our mission.
To the other suppliers that are still sitting on the sidelines, what are you waiting for? I urge you to align your values with those of your customers. Let us collectively acknowledge the pivotal role of professional installation — the vital last step that transforms our products into experiences.
The time for widespread industry solidarity has arrived. It is time for every link in the supply chain, from supplier to distributor and especially retailers, to allocate resources and energy to recruiting and training the next generation of installers.
Together, we can shape a positive future for our industry.