A conversation with REC Group’s Regional Sales Manager on a tough stretch for residential solar demand, a notable hail-resistance milestone, and why the Midwest remains a core market for the company.
Company: REC Group
Focus: Solar panel manufacturing
Featuring: Josan Crawford – Regional Sales Manager
Show Presence: Supporting Midwest distribution partners and installers, with a focus on product availability and navigating a shifting policy landscape
Digital Editor Krista Simicich spoke with Josan Crawford, Regional Sales Manager at REC Group, during Intersolar & Energy Storage North America (IESNA) Midwest, to discuss the company’s strategy, recent product milestones, and the state of the residential solar market.
A Candid Read on a Tough Market
Asked about the biggest challenge facing panel manufacturers right now, Crawford didn’t sugarcoat it. She pointed to two issues: FEOC (Foreign Entity of Concern) compliance, which requires increasingly rigorous documentation as supply chain requirements evolve, and a steep slowdown in demand.
“Residential solar adoption is down roughly 40 to 50% from prior levels,” Crawford said. It’s a rare level of candor from a manufacturer, and Crawford leaned into an industry nickname that captures the moment: the “solar coaster.”
“The solar industry is often referred to as the ‘solar coaster’ because of its constant policy and market shifts,” she said, positioning REC’s ability to navigate that volatility as central to its identity.
She pointed to the company’s lack of significant FEOC risk, backed by what she described as robust documentation, along with a reputation for financial resilience, as reasons REC has stayed a trusted name in the industry since 1996.
Built to Handle Midwestern Weather Extremes
On the product side, Crawford pointed to a concrete performance milestone: REC’s modules have been independently tested and rated for hail resistance up to 45mm at 60 mph, and passed testing at 55mm at 76 mph, putting them among the industry’s leaders in hail resilience.
That durability pairs with another technical advantage relevant specifically to Midwest customers. Crawford said REC’s modules feature one of the industry’s lowest temperature coefficients, meaning they perform well in both hot and cold conditions. “That makes them an ideal fit for the Midwest, where weather extremes demand reliable, year-round performance,” she said.
A Long-Standing Commitment to the Region
Crawford described the Midwest as a significant contributor to REC’s overall success, with distribution partners a top priority for the company.
“Supporting our local installers is a top priority,” she said, which for REC means ensuring consistent product availability alongside quality and dependable performance. That combination, she said, helps partners grow their businesses confidently while delivering a strong experience for homeowners.
REC also works to keep those partners ahead of a fast-moving regulatory environment. The company regularly hosts webinars for distribution partners and installers to help them stay current on legislative and regulatory developments as the policy landscape continues to shift.
A Real-World Example: Maplewood Intermediate and Middle School
A testament to what REC panels can do in real-world conditions, Crawford pointed to a recent school building project in Menasha, Wisconsin. Installer Eland Electric used REC panels on the new Maplewood Intermediate and Middle School, built for Menasha Joint School District to replace an outdated 1970s-era building.
The 222,500-square-foot school was designed by EUA as an all-electric, zero-net energy facility, expected to exceed ASHRAE 90.1-2013 energy standards by 45% and targeting LEED BD+C: Schools v4.1 certification.
Alongside 160 geothermal wells, the building features a 1.14-megawatt rooftop solar array made up of 2,747 panels. The project has already been recognized with a spot on RENEW Wisconsin’s Clean Energy Honor Roll and an honorable mention in the IIDA-WI Celebrate in Design Awards.
Beyond the environmental performance, the solar array and building systems double as teaching tools, giving students a hands-on connection to the sustainability concepts built into their own school.
Staying True to the Mission, While Adapting to the Moment
When asked how REC’s mission has evolved as the industry has matured, Crawford said the company’s core commitment, delivering high-quality solar products while leading through innovation, has remained constant since REC’s founding.
What’s changed is how the company adapts its product lineup to meet the market where it is. This year marks a notable milestone for REC: the introduction of its first residential product assembled with U.S. components, a response to a policy landscape increasingly focused on domestic content.
“We’ve evolved our product portfolio to ensure our customers have solutions that are both technologically advanced and well-positioned for today’s market, without compromising on the quality and reliability that have always defined REC,” Crawford said.
Looking Ahead
Crawford said she’s most excited about growth across several parts of REC’s business in the coming years, including continued technology advancements, expanded manufacturing and production capacity, and a strengthened presence in the commercial and industrial (C&I) market.
As the industry evolves, she said REC is focused on bringing high-quality solutions to both residential and C&I customers, positioning the company for long-term growth.
Interested in learning more about REC Group’s solar panel technology? Visit their website to explore their product lineup.
This feature is part of our ongoing post-show recap coverage from the 2026 IESNA Midwest conference and trade show, spotlighting the companies, products, and people bringing innovation to the exhibit hall floor.
