LATICRETE helps victims of Superstorm Sandy

Words: Ron AdamsLATICRETE, a manufacturer of globally proven construction solutions for the building industry, reached out to victims of Superstorm Sandy by uniquely gathering donations at the recent World of Concrete® I World of Masonry Exposition, held at the Las Vegas Convention Center, February 5-8.

The firm constructed a stone wishing well aptly named "Fountain of Change," positioning it in a focal spot within their WOC exhibit. Visitors to the LATICRETE booth were invited to contribute their pocket change. At the end of the expo, the total sum of donations was tallied with a 100% LATICRETE match, subsequently presenting the entire amount to the American Red Cross in an effort to help victims of Superstorm Sandy.

"Two of our key Technical Representatives working within our Specialty Products Division, live in the New York City region. Unfortunately, they were affected by Superstorm Sandy, “stated Allen Hunter, LATICRETE Channel Manager, Specialty Products Division. ”LATICRETE has a history spanning six decades of helping those in need. Collectively, we decided to implement that longstanding company regimen, extending a humanitarian arm to those who suffered setbacks due to that awful storm. So, we contacted the American Red Cross, which was very receptive to our "Fountain of Change" idea. The at- show response was extremely positive. We were pleased to be able to help out."
The Science of a Straight Line: Why Masonry’s Smallest Decisions Make the Biggest Differences
September 2026

There is a unique phenomenon in construction: the human eye can spot an out-of-plumb wall from 50 yards away across a crowded job site. We might not always be able to explain the exact mathematical deviation without a laser level, but our brains instantly

Shayne Sanders
Technical Talks
Read More
The Utah Masonry Council's Masonry Education Day
September 2026

The 2026 Masonry Education Day at Interstate Brick in West Jordan is bringing together members of Utah’s architecture, engineering, and construction community for a day focused on education, technical understanding, and workforce development. The event r

Cassie Mejia
Industry News
Read More
MCAA Upstate New York: Regaining Market Share Through Education
September 2026

The Upstate New York chapter of the MCAA was established in 2014 by a dedicated group of both union and non-union masonry contractors, producers, and suppliers who shared concerns about the declining use of masonry. T

Brett Sherman
Resources
Read More
GEN NXT: Luis Sontay
September 2026

For this month, the MCAA got to sit down with aspiring mason Luis Sontay. From taking an interest in masonry as a kid to placing 1st in a postsecondary competition, Luis’ dedication and passion for the trade is clear. Luis describes his early passion fo

Justin Stengel
GEN NXT
Read More
Interested in working with us? Learn about and join the Masonry Alliance Program →