For the 12th annual Total Solutions Plus conference by the National Tile Contractors Association, Laticrete gave attendees a first-hand look at products from two of the company’s core business channels, and the ProjectSafety initiative, which is a company-wide awareness effort that provides easy access to worker safety education and alternative installation techniques to help lower the staggering injury and ailment statistics associated within the construction industry.
This year’s Total Solutions Plus conference was lead by a collaborative effort from the largest tile and stone associations in the industry and took place from Oct. 24 through Oct. 26, 2021, in Jacksonville, Florida.
In light of 65 years of commitment to research and development of innovative construction solutions, Laticrete also participated as a Titanium sponsor where the company hosted a 65th Anniversary evening event that celebrated the company’s loyal clientele and a dedicated customer-only breakfast, which featured an industry outlook for 2022, extensive details on ProjectSafety and gave an exclusive sneak peek of the new products being released in 2022.
“With Total Solutions Plus bringing the tile industry together this year, we knew this would be the best place to share our significant product and service advancements and reflect on the past 65 years of retaining our core values that enabled Laticrete to grow into a global leader in construction materials,” said Sean Boyle, Laticrete senior vice president, marketing & channel management - North America. “It was a pleasure to be among professionals and customers within the ceramic tile industry and gain a multitude of key insights into how we can further drive the industry forward together.”
Building on the work of founders Dr. Henry M Rothberg and Lillian Rosenstock Rothberg, David A. Rothberg, chairman and former CEO of Laticrete; Patrick Millot, CEO; and Ron Nash, president of Laticrete North America, spoke at the customer appreciation event about the continuity of the company’s culture, values, customer centricity and globalization efforts that have been instilled throughout all business endeavors since 1956. To further commemorate the success of the family-owned company, the third-generation Rothbergs were also in attendance.
During the tabletop networking event, Laticrete highlighted ProjectSafety and recent product innovations such as Hydro Barrier Plus and Hydro Ban XP waterproofing and crack isolation membranes as well as two high-performance self-leveling underlayments, NXT Level Plus and NXT Level Flow. All products exhibited were launched this year and are available for purchase. Laticrete was also a key presenter in a technical breakout session where attendees learned how to use social media to differentiate a business.