Wednesday, January 17, 2018

LATICRETE Philippines Hosts Plant Inauguration and ONE LATICRETE ONE TEAM Event

Big things were happening with our LATICRETE Philippines team last week! On January 10, 2018 they celebrated both the inauguration of the LATICRETE Philippines Plant as well as our ONE LATICRETE ONE TEAM initiative! David Rothberg, Chairman / CEO, Faisal Saleem, Vice President, Erno De Brujin, President / COO, guests from LATICRETE business units in India, Singapore, Malaysia and the United States as well as our team from the Philippines spent the day celebrating the milestones of LATICRETE Philippines.

During the plant inauguration, opening remarks were given by Mr. Ruben Ong, President LATICRETE Philippines, followed by speeches by Faisal Saleem, Erno De Brujin and David Rothberg.

Ruben Ong, President LATICRETE Philippines
David Rothberg, Chairman / CEO, LATICRETE International

A ceremonial toast with Mr. Ong, Mr. Saleem, Mr. De Brujin and Mr. Rothberg was held followed by the ribbon cutting, blessing and coin tossing. 

“It was the most auspicious and comprehensive grand opening for a LATICRETE factory I have ever seen!  The Feng Shui and dragon/lion ceremonies were first rate.  All of the elements of the event were ably executed by The Ong Family and Team LATICRETE Philippines.” – David Rothberg, Chairman / CEO
Erno De Brujin said, “We currently have manufacturing companies in 15 countries and commercial activities in more than a 100 countries and on all continents. Our presence in Asia is particularly very strong with companies in India, Singapore, China, Malaysia and the Philippines. To have a manufacturing facility is our ultimate commitment to the market and therefore we are very happy to host you here at this inauguration. With this factory we create employment and we are able to produce product specifically for the local market, according to local needs and standards and with local raw materials.”
Later that evening the team got together for the ONE LATICRETE ONE TEAM event. This initiative, which is traveling to all of the LATICRETE business units throughout the globe this year, allows employees to learn about the history of the company, culture and future growth plans of LATICRETE. 

LATICRETE Philippines

Erno De Brujin, President / COO, LATICRETE

LATICRETE executives spoke to the group about the importance of our entire LATICRETE team in all of our business units working together for "One Dream, Together as a Team". Mr. Ong left them with this message, "When the going gets tough, the tough gets going" quoted by Joseph Kennedy.

Over 50 of our team members engaged in several team building activities including giant Jenga and Minefield.

David Rothberg, LATICRETE playing Jenga

In the strategy game of Minefield, the objective is to get as many members across the obstacle course as possible. One member is blindfolded while the rest team gives them directions to pass through the course without stepping on a single obstacle. If they step on an obstacle, he or she sits out, and the next member goes. Whichever team gets the most players through the course within the time 10-minute time limit, wins.

It was a great time by all including the winning team shown below.

They enjoyed the rest of the evening emceed by 2013 Miss World Philippines and 2nd Princess Ms. Zahra Saldua.  

Ms. Zahra Saldua, 2013 Miss World Philippines and 2nd Princess

Several team members performed a dance routine with songs from a 1990's mix and "DAHIL SAYO" by Inigo Pascual which means "Because of you".

Thank you to everyone who attended our plant inauguration and team event!
Stay tuned later this week for coverage of events in both China and Middle East / Africa. 

#laticrete #1laticrete1team #laticretehistory #laticretecareers #bestplacetowork #teamwork #family #workfamily #diversity #teambuilding #workethic #values


Thursday, January 11, 2018


As we shared earlier this week, throughout the year David and Henry Rothberg, 2nd generation LATICRETE will be visiting with the employees of each of our global business units to talk about the history, success, culture and future growth plans of the company.       

This week David headed to Singapore for the second stop in the new global initiative ONE LATICRETE ONE TEAM with over 50 LATICRETE South East Asia (LSEA) and Malaysia team members. He was honored to be back in one of LATICRETE’s oldest overseas locations (Singapore) and also glad to join the newest LATICRETE business team, Malaysia for this event.

David Rothberg spoke of the importance of writing down your goals on a piece of paper and giving it to someone who will hold you accountable. If not it will just only be a dream. He reinforced that each employee is an integral component of the growth of LATICRETE and that with One Team, One Family and Together we will be successful.

David Rothberg, Chaiman/CEO of LATICRETE

Mr. Raymond See, Managing Director, LATICRETE South East Asia Pte Ltd discussed the importance of teamwork and reinforced David's advice to dream big - 2018 is a new year with a new set of goals. Together, we can accomplish our objective. "One Dream, together as a Team."

Raymond See, Managing Director, LATICRETE South East Asia Pte Ltd

Five groups to learn how to play the ukulele as part of a team building activity. They learned how to play 5 songs as well as the ‘One LATICRETE One Team song that was previously written by LATICRETE South East Asia team.

During the exercise they were taught the importance of communication, teamwork and forward planning.

Each team then performed the songs they had learned. The winning team was selected by the TravelClef (traveling music school).

The winning team

At the end of the day the entire team got together to perform the LATICRETE song!

We look forward to sharing the visits to our other global locations throughout the year!

#laticrete #1laticrete1team #laticretehistory #laticretecareers #bestplacetowork #teamwork #family #workfamily #diversity #teambuilding #workethic #values


Monday, January 08, 2018

New Global Initiative: ONE LATICRETE ONE TEAM

We’re happy to announce a new initiative for 2018 called, ONE LATICRETE ONE TEAM. Throughout the year David and Henry Rothberg, 2nd generation LATICRETE will be visiting with the employees of each of our global business units to talk about the history, success, culture and future growth plans of the company. LATICRETE, despite geographical distance, is ‘one’ team with the same vision, mission and values.

Last week in Hyderabad, India, the MYK LATCRETE team was the first of our global family to participate in the initiative.

To get things started, the team was broken into 4 groups (named: SpectraLOCK, SP-100, Stellar and HYDRO BAN) to participate in some team building activities which included ‘centipede’, ‘jailbreak’, and ‘Made in India’. During these activities the group worked on communication skills, collaboration and the importance of team.

Afterwards David Rothberg, Chairman/CEO LATICRETE International, Inc. and Muralidhar Yadama, Managing Director, MYK LATICRETE addressed the team touching upon the humble beginnings of LATICRETE, the growth we have experienced in the last 60 plus years and our aggressive growth plans for the future (both globally and locally within India).

Mr. Rothberg had a few key points for the team which can be applied in many of our lives:
“It’s a new Year! Dream BIG- make no small plans. Remember what Walt Disney said, “If you can imagine it, it CAN be achieved!”
“Write your big goals down, and share and post them. Have someone hold you accountable. You’ll be amazed at what you can achieve, personally and at work.”
“You are part of a global family that’s changing the way the world builds.”
David A. Rothberg, Chairman/CEO LATICRETE International, Inc.

Mr. Yadama got the team pumped up with his message:
"MYK LATICRETE had a humble beginning. Today we are 500 employees with 3 factories and 25 branches. Most importantly we are the # 1 company in India!"
"It’s the team work and passion that drives us. Our values are important to us and are the foundation of our success."
“We want to deliver – the right quality of products, innovative products, and on time to customers.”
Muralidhar Yadama, Managing Director, MYK LATICRETE

They each highlighted that each employee is an integral component of the company’s growth and that with One Team, One Family and Together we will be successful.

They concluded with a great team lunch.

We look forward to sharing the visits to our other global locations throughout the year!


Thursday, November 30, 2017

Somedays You Only Get One Day to Make it Happen…

On November 27, 2017 team LATICRETE and Build Health International partnered to help transform 6,000 s.f. (557 square meters) of floors at St. Boniface Hospital in Fond des Blancs on the Southern Peninsula in Haiti. The center is critical to the community and has completed 106,000 patient visits, 3,000 surgeries, delivered 2,800 babies, and had 800 neonatal intensive care stays so far this year!

Line to get into the hospital

Not only did the surgical center need a quick return to service, they also needed a floor coating that would provide them with antimicrobial protection to help keep the floors cleaner and inhibit growth of bacteria, hold up to high impact and wear and have a low VOC; low odor installation. Our SPARTACOTE™ polyaspartic coating system was the perfect solution!

Given the schedule of the project and the quick return to service needed, we had just 1-day to complete the installation. And the team did just that setting a new record for the most square footage of SPARTACOTE installed in one day! 

We coating the floors with the SPARTACOTE™ Chip™ system, used SPARTACOTE™ FLEX PURE™ as the base and then top coated the walls and showers with SPARTACOTE™ FLEX PURE CLINICAL PLUS™.

The LATICRETE team was on point with Anita Hellickson as our Mix Master mixing gallons and gallons to order. And Troy Wicks as our Master Planner always helping install and train the local staff so that they can do future installs on their own.  

Anita Hellickson, aka Mix Master

First we installed the SPARTACOTE Chip multi-coat chip (flake) broadcast concrete coating system. 

Then we top coated the SPARTACOTE Chip with SPARTACOTE FLEX PURE CLINICAL PLUS, a two-part polyaspartic aliphatic polyurea sealer/finish coating specifically formulated for hospitals, vets and pharmaceutical facilities. 

During the entire process LATICRETE team members trained the locals as we coated the floor leaving behind valuable skills.

Wow, 6,000 s.f. (557 square meters) of flooring complete!
We appreciate everyone who has helped make a difference. The surgical center will do hundreds of procedures per day helping to save lives of those living in the community.

Thanks to: Build Health International (BHI) personnel and LATICRETE Team Members: Ron Nash, Troy Wicks, and Anita Hellickson.

Labels: , , ,

Tuesday, October 03, 2017

Teaming Up to Bring Smiles to Children of Manila

Cuatro Christian School

Over the last 10 years, Troy Wicks, Regional Sales Manager has been involved with and worked on several international outreach projects. Last year he brought LATICRETE® SPARTACOTE® resinous coating systems to a school in South Africa. Earlier this year several LATICRETE team members went down to Haiti and completed a SPARTACOTE project in conjunction with Builders Health International. In the latest project, he joined forces with the Lighthouse Club (a British charity organization for expat construction professionals) to do work for the Cautro Christian School in Manila, Philippines. 

Glenn Prince, International Regional Manager - Flooring Division Asia worked to coordinate donations for the school from local contractors as well as a supply all of the LATICRETE products needed to transform two sets of stairs and a walkway.

Troy, Glenn, and several of our LATICRETE Philippines team members helped train local contractors on our SPARTACOTE products. They received on-site training while working on the project as well as additional training on new products at our Philippines plant.

The Project:
(2) sets of stairs using SPARTACOTE® Chip™
(1) walkway stained and sealed with L&M™ VIVID DYE™ and L&M™ LUMISEAL FX™

We appreciate everyone who has helped make this project a success including: 
Fast Fab Corp.: Edwin Isip, Robin Tamayo, and Lorenz Anthony Bea 

LATICRETE Team Members: Troy Wicks, Glenn Prince, Reymar Husmillo, Crisanto Gonzales, Ralph Baclayo, Gladys Fernandez, Ricardo Angeles Jr., Dan Jan Ragos, Rey Gello-Ano, Patricia Michaela Theodora Mejorada, Amira Cuevas, Jose Marie Idorot, Rommel Concepcion, Ralph Baclayo, and Rey Zamora.

We look forward to the next international outreach project! 

Labels: , , , ,

Friday, September 08, 2017

A Quick Look: 9 Major Additions and Revisions to the 2017 TCNA Handbook

Art Mintie, Sr. Director of
Technical Services

Written By: Art Mintie, Sr. Director of Technical Services, LATICRETE

As you know, the TCNA (Tile Council of North America) just released their 2017 Handbook. The major additions / revisions to the 2017 TCNA Handbook are as follows:

1. Added the following language to the Setting Materials Guide under Latex / Polymer Modified Portland Cement Mortar:
"Cure times may also be extended with narrow grout joints and when high performance grouts such as those meeting ANSI A118.3, A118.5 and A118.7 are used. When one or more of these conditions exists, delaying grouting will allow better evaporation of excess moisture".

2.  Added a new section to the Membranes selection Guide - "Considerations when Using Membranes"
Added notes on how membranes can produce 'hollow-sounding tiles', can extend mortar cure times and may have limits on substrate moisture. 

3. Added 2 NEW methods for exterior Roof Decks or Balconies using "Structural Ribbed Self-Supporting Boards" (SRSB) - [a.k.a. TI Pro-Board]
Method F105-17 – for ceramic tile applications
Method F105 –17 STONE – for stone installations
A section on SRSB was added to the section within "Additional Products Used in Tile Installation"
LATICRETE has several details / installation methods for these applications. Contact LATICRETE Technical Services for additional information. 

4. Updated and Added New Sections to the "Substrate Requirements"
Expanded section on "Disparity between concrete flatness tolerances based F-numbers and the 10-foot straightedge method"
Added a section on "Substrate flatness tolerance and framed wall construction".
Added a section on "Equivalent Gauge" Steel Framing for Drywall (Commonly referred to as "EQ" Drywall Studs)
Made various updates to better align with ANSI standards

5. Updated "Lighting and Tile Installations" & "Visual Inspection of Tilework" sections:
Expanded section deals with the causes of exaggerated shadows even with properly installed tiles. In addition, information on how to conduct a visual inspection is better defined and bundles together the recognized standards that affect the visual appearance of tile installations. 

6. Glass Tile adhesive mortar bond coat color revision to methods that allow Glass Tile as a finish option:
Revised language to read "Bond coat color will impact the final appearance of translucent glass tile. Specifier shall confirm that bond color is acceptable".

7. Method W248-17 now allows for glass tile as a finish – this method utilizes ASTM C1648 Compliant Glass Mat Water-Resistant Gypsum Backer Board (e.g. National Gypsum eXP Interior Extreme Gypsum Panels, USG Mold Tough)

8. Updated Method P602-17 to include some of the following items:
Penetrating colloidal silicate (e.g. Aquron CPSP) can now be applied to the concrete tank prior to the application of cementitious waterproofing membrane to densify the pool tank. 
Alternate detail at the coping that depicts partially tiled system at the water line with plaster application below.

9. Updated / Expanded sections on Movement Joints – EJ171:
Location of interior movement joints are no longer confined to a range – now a maximum spacing limit is defined with no minimum spacing limit (e.g. Interior applications - maximum 25' [7.6m] in each direction, Interior above ground concrete slab substrates – maximum of 12' [3.6m] in each direction, Interior tile work exposed to direct sunlight or moisture – maximum 12' [3.6m] in each direction, etc…)
Section now includes formula examples for calculating placement and width of movement joints – for use by Project Design Professionals to calculate project specific movement joints placement and design.

Elimination of Class 12 Sealant
Shore A hardness for traffic applications has been reduced from 35 to 25 (minimum)
Vertical movement joint section
Revised detail EJ171 J – to depict placement of movement joints on vertical applications and where they intersect with floors, changes of plane, interior and exterior notes added

New expansion joint details:
EJ171 K – Movement Joint in Tile Backer Board (walls)
EJ171 L – Generic Movement Joint with Backer Board (walls)

There are other many other 'minor' changes throughout the handbook, so be sure to read through!

If you have any questions on how to use LATICRETE products using these new methods, please contact our Technical Services Department via our live chat feature at, by phone at 1-800-243-4788 or email us at 


Wednesday, August 16, 2017

Continuous Education and Training is Serious Business for Century Tile

LATICRETE University

In an industry where there is constant change including new and improved tile and stone products, installation specifications and requirements, and trending designs it’s important to ensure your team is thoroughly trained to not only meet but exceed the expectations of your customers. And that’s just what Century Tile did!

“With being in business for over 70 years we feel training is extremely important to our sales teams' success. We immediately recognized that LATICRETE University® offered us a unique opportunity to learn how to correctly inform our customers how to use Tile and Stone in different applications.” – Scott Carlson, Distribution Manager, Century Tile

Century Tile knows to be a leader in this competitive market, they must differentiate their company and staff. With 10 locations throughout Illinois they to ensure that the entire sales organization were trained in the latest product lines and installation techniques in an efficient way. That’s where LATICRETE University came in.

LATICRETE University is a free online e-learning program which allows participants to train on vital industry information and standards, and learn about LATICRETE products without leaving the office or jobsite. It’s broken down into short, easy video tutorials on a variety of topics on: MVIS™ (Masonry Veneer Installation Systems), Tile and Stone Installation Systems, DRYTEK® Surface Preparation Products, and SPARTACOTE™ Resinous Flooring Systems.

Not only did the entire sales team of Century Tile complete 100% of the LATICRETE University modules, they all got certified by taking a test that measured their knowledge and retention of what was learned!

Knowledge is power! Are you interested in getting trained on leading tile and stone and specialty concrete products?

Click here to get started! 

We admire the dedication and commitment of the Century Tile team in making education and continuous learning part of their culture. Kudos team!

Special thanks to local LATICRETE rep, Tim Klaas, Distributor Representative (shown in the black LATICRETE University polo shirt throughout the photos below) for helping the Century Tile team get set up and started with this great training tool!

Cicero, IL - Melvin Hurt, GM

Diversey, IL - Oscar Gomez, GM

Itasca, IL - Christy Carlson, GM

Lombard, IL - Bob Pierce, GM

Matteson, IL - Larry Kamuda, GM
Mt. Prospect, IL - Dave Simon, GM

Mundelein, IL - Eric Poturalski, GM

Naperville, IL - Michael Hawn, GM

Woodstock, IL - Tony Osgatharp, GM