home site and then make it very easy to get them into our
other business lines. We turned it all around and designed
it from the customer’s perspective.
SFM: How has the reaction been?
MC: It’s been amazingly positive. The navigation has been
much easier than it was in the past and the information
that we added to help our customers was tremendous–now
they can get documents, tools, and information in a simple, timely, efficient way. That was the goal.
SFM: Steve Riddle retired at the beginning of this year. What
was his legacy at NCFI?
MC: Steve was a really good leader. We came a long way
under him, and he left us in a good position, with good
attention and focus on our continued growth. NCFI has
Director of Business Development, NCFI
NCFI was one of the world’s pioneers of polyurethane foam in the 1960s, and since has developed product lines in residential and commercial SPF insulation, commercial roofing, geotechnical applications and OEM
technologies. Spray Foam Magazine spoke with Mitch Clifton, NCFI’s Director
of Sales, about the company’s new products, website, and leadership.
A CONVERSATION WITH
BY RYAN SPENCER
Spray Foam Magazine: So I understand you have a pretty
extensive history with NCFI.
Mitch Clifton: First off, my father worked here for 42
years, so I was born into it. I started with NCFI at 15,
working through summer breaks in high school and col-
lege, and then while working on and receiving my MBA.
I’ve had the opportunity to work in multiple roles within
NCFI, which has given me an ideal way to understand the
SFM: How is NCFI doing these days?
MC: We’re a 51-year-old company this year, we serve a lot
of different brands, and our business focus, as well as the
focus of the new website, was to pull back a bit from the
product brands and focus on the NCFI brand. It means a
great deal to people who’ve been in the industry for years:
experience, exceptional technical and business support, great equipment and training.
The NCFI brand means a real partner you can
trust in a changing industry.
SFM: What spurred the development of the new
MC: We had multiple URLs for insulation
and roofing, and we were driving people to a
lot of different sites through our marketing
efforts. As we looked back at NCFI and who
we are in the market, people know us, so we
wanted to promote heavily the NCFI brand
again and bring everybody to our official
NCFI IS FOCUSED ON HEALTH AND SAFETY OF THE INSTALLER AND THE CONSUMER, AND WE’RE
FOCUSED ON SHARING OUR EXPERTISE.” “