LATICRETE, a manufacturer of globally proven construction solutions for the building industry, will be sponsoring "Paddle Forward," a major canoe expedition taking place this autumn along the entire length of the Mississippi River--from its headwaters in Itasca, Minnesota all the way down to its mouth in New Orleans, Louisiana.

The parent organization of Paddle Forward, Twin Cities-based Wild River Academy, "dedicated to watershed education and outdoor recreation," leads canoe trips on local rivers that couple outdoor skills with real-world learning opportunities along the route. Through the upcoming Paddle Forward expedition, ten young adult participants will be encouraged to engage in conversations/interviews with mayors, park rangers, paddling clubs and others about their relationship with the Mississippi watershed. These interviews will then be used in creating a documentary called "Voices of the Mississippi River," focusing on how people from all walks of life use the river for commerce and recreation.

David A. Rothberg, CEO/Chairman of LATICRETE, an extreme canoeist and overall outdoorsman stated, "The spirit of adventure and the quest for discovery are principles that have driven risk-taking souls for centuries. Robert De La Salle is a good example; in 1686, he canoed, mapped and claimed the entire Mississippi river basin of North America for King Louis of France. 270 years later another risk-taker, Dr. Henry M. Rothberg, discovered his own 'new territory' with the invention of LATICRETE, the world's first latex thin-set additive. In keeping with that spirit of adventure and discovery," continued Rothberg, "family-owned LATICRETE International is pleased to be a major sponsor of the Paddle Forward young adult canoe expedition."