Howard Trotter, Business Manager at Birmingham-based window and door manufacturer Shelforce, took to the stage at this year’s Glazing Summit 2025 to speak on one of the industry’s most pressing challenges – skills and recruitment.
Held at the Coventry Building Society Arena, the Glazing Summit brought together leaders from across the fenestration sector, with Howard joining the ‘Skills: Apprentices in Action’ panel alongside Ultraframe’s Andrew Thompson and GGF’s John Mannell. The discussion focused on apprenticeships, attracting new talent, and increasing diversity across the industry.
As the driving force behind Shelforce’s award-winning inclusive employment strategy, where 75% of its workforce has a disability, Howard shared powerful insights into the company’s approach to nurturing talent and creating a culture where everyone can thrive.
“I was delighted to be a guest speaker at this year’s Glazing Summit,” said Howard. “It was a fantastic opportunity to talk about how we get new people into the industry and shine a spotlight on the success we’ve had at Shelforce through inclusive recruitment.
“From a business point of view, 13 years ago we were facing closure. Back in 2013, we were achieving around £24K per head, and in 2025 we’re now exceeding £260K per head in efficiency.”
At the heart of Shelforce’s model is a work experience programme designed to give individuals the time, support and confidence to succeed.
“It’s all about creating the right environment,” Howard added. “That applies just as much to apprentices. You’ve got to focus on what they can do, not what they can’t. Our core values and culture are crucial for retention; if you invest in people, they will give that investment back and diversity takes care of itself if you have the right culture.
“At Shelforce, we’ve benefitted from the in-built resilience of disabled workers who are exceptionally loyal, dedicated, and motivated. As an industry, it’s critical that we bring new people in as we’ve all got a shelf life. Our success proves that the right people are out there if businesses and willing to look and make a commitment.”
