LATICRETE 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."