Interest group VeRoFaLe: 'Our story must land where it has impact'

Can it be called a relaunch? Or, is it a complete revival of interest representation in the awning industry? After years of relative reticence and - if we are honest - also some invisibility, (the VeRoFaLe (Romazo Manufacturers and Suppliers Association), which was started 2.5 years ago, seems to have set the right path forward. At least, that's how vice president Dennis Schoormans sees it. Together with him we look back on 2024 and in a year's time he may and will also be judged on a number of stated ambitions. "Above all, we must continue to name how things are, where we are and what is going on. But, the focus is always on the future."

We put some questions to the visibly enthusiastic Schoormans - in daily life director/owner at Schlappi Marquees -.

1
The VeRoFaLe stands for the "collective interest. But, what exactly is that collective interest?

Schoormans: "We want to expand the market for all parties in the solar shading chain. I think that's a clear ambition. So that means not only that we want to grow in the number of members but we will also have to continuously examine how we take up the joint challenges so that we all benefit. Moreover, there are a number of major European players in the sun protection industry who are very active in the Netherlands. As far as we are concerned, these should also become members of our organization. In fact, a number of parties have also joined in the meantime. So it is good to start and stay in conversation with everyone. I saw that at the last members' meeting we organized at SunCircle. There, too, the question was discussed: 'What exactly is our role?' What developments in the market - or perhaps also in legislation and regulations - affect us and how do we deal with them?' Initially, then, it's about good discussions with each other where there is food for thought. For everyone who undertakes or works in the industry."

"For example, we all now largely agree that solar shading is actually no longer a by-product. This also came across very well at our industry day. A shading system is an essential product with which you can motivate people to turn down the air conditioning. So we are also concerned with cooling. But consuming much less CO2. So our challenge is to make sure that 'solar shading' is included much earlier and much more often already as standard in the design of a house, an apartment building or whatever property. We are a main product."   

2
Last summer, a new cabinet took office. It takes a slightly different view of aspects such as global warming and the need to want to implement (a lot of) measures. What is your view on this?

"Well ... we have to acknowledge that the message - we are not a byproduct but a main product - is not yet getting across well to policymakers. They don't yet see the urgency. We think that's where we have to start our lobbying. And, what will be our long-term vision? At the last meeting at SunCircle we had an inspiring guest speaker from a lobbying firm who made it clear that conducting a good lobby is sometimes a matter of 10 years. A lobby also transcends several cabinet periods. But yes, it can only be successful if you know how big the market actually is. That's what we're going to research first. We have formulated a graduation assignment for a student for that. The ultimate goal? Our story has to land where it has impact."

3
How do you look back on the industry day organized in the spring at 't Spant in Bussum?

"I have a good feeling. As far as I'm concerned, Floris van Alkemade (former Chief Government Architect, ed.) was the most inspiring guest speaker. He knew how to tell an excellent cross-industry story. We also liked the conference format we had chosen. A day should stimulate and inform. And yes, there are points for improvement. I think we were not alert at all times in sharp discussions. We should have got the room moving a bit more. Sometimes it was still a bit too static. And fair is fair: I can imagine that especially for the retail attendees some presentations were a bit far-fetched. But in general I see a very good basis - we have also had good feedback - to organize this event once every two years and to really see the congress, the branch day, as the kick start of the new season. And, if possible, right before Global Shading Day, to have the hook for the conversation."

4
What can we judge the board on by the end of 2025?

"We want 90% of manufacturers and suppliers to have joined us. We are now at about 70%. So: membership gain is something we are striving for . Because, if you compete professionally in the business ... as a manufacturer or supplier, you join. Also Reinier van de Berg, former weatherman at RTL, and presenter of the industry day, has indicated his willingness to act as an ambassador for us. We also hope to have encouraged people to want to do something for the industry through the VeRoFaLe, and as far as I'm concerned, by 2025 we will have had at least one serious and relevant lobby meeting with policymakers. The common thread is clear anyway: our story must land where it has impact."