LATICRETE 65th Anniversary Message From Our Chairman

This year marks our 65th Anniversary! David A. Rothberg, Chairman of the Board and former CEO, shares how the LATICRETE family business was created and how it will continue for years to come. 

"The founder of LATICRETE were my parents, Dr. Henry M. Rothberg and his wife Lillian Rothberg. My father loved chemistry and was fascinated by it. While getting his degree in Chemical Engineering, he worked installing floors at a flooring company. That’s where he got his passion for discovering new ways to install tile and stone. So, in the basement of a home in Connecticut, USA he began experimenting with different formulas using liquid rubber…hence where the company name LATICRETE came from − latex and concrete.

While he had no formal business training, he understood the value of the brand and controlling his own destiny. His strong belief in family and building a legacy for them was also very important. His passion and commitment is what lead LATICRETE to be the company it is today. 

After 65 years, what began as a private, family-owned company, will continue to stay that way − it's part of our commitment to our customers, our employees and our communities. As the 2nd generation (myself and brother Henry) pass the torch to the next generation, we are guiding them in their responsibilities to continue the legacy their grandparents started - providing our employees a good life, and our customers and communities around the world with excellent products and terrific customer service.

The success LATICRETE has achieved didn't come by accident, and neither will the success of this transition to the 3rd and 4th generation. They're learning the business from the ground up; their grandfather and grandmother would be very happy!"

Find out more about LATICRETE history here!

LATICRETE 65th Anniversary Video

LATICRETE Customer Relationship, Our Most Valuable Formula

Our customers are everything to us. And we are stronger than ever, together. Enjoy this video as we celebrate our 65th anniversary. 

For all our innovation and growth as a worldwide construction building products manufacturer, there is one principle that has been a hallmark of success – our customer relationships. LATICRETE leaders and representatives consider our customers an extension of our family. Our passion is doing what’s right the first time and every time, always working side-by-side, solving problems, providing value, support and innovation. 

Hear what our Chairman and new global leadership have to say about building upon on the legacy of the first two generations and meet the 3rd generation of emerging family leaders.

For more information on LATICRETE click here!

Flashback Friday

Henry B. Rothberg and David A. Rothberg

Going back in time - Wow, the History!

 

Gosh, what a photo! In celebrating the 60th Anniversary of LATICRETE we managed to pull out of the wood works, a photo of two young brothers, Henry B. Rothberg and David A. Rothberg, where they were visiting the Louis Hippolyte Tunnel in Montreal, Canada, in 1964. 

 

The Louis-Hippolyte Lafontaine Bridge–Tunnel is a Canadian highway bridge–tunnel running over and beneath the St. Lawrence River. It connects the Island of Montreal with the south shore of the river at Longueuil, Quebec.

Construction began in 1963 and it opened on March 11, 1967. Named for the respected Lower Canada political reformer Louis-Hippolyte Lafontaine, the Lafontaine Tunnel is an immersed tube structure, measuring 1,391m long. The walls were lined with tiles, which were installed with LATICRETE 4237 Portland Cement Tile adhesive. 

The Louis-Hippolyte Lafontaine Bridge–Tunnel is one of the largest prestressed concrete structures in the world.

 

For information on LATICRETE products, arrange a demo, trade event, technical support or to discuss your next project call 1800 331 012 or contact us here. 

LATICRETE VIPs Travel to Job Sites

David Rothberg, LATICRETE Int. CEO in Dubai

It can only be 125 Sound & Crack Adhesive

There is some history with LATICRETE and  the Burj Al Arab Tower

LATICRETE Int. President, Erno de Bruijn on a job site in China

LATICRETE VIP's on Job Sites

David Rothberg, LATICRETE International CEO, visited the Jumeirah Naseem hotel project in Dubai earlier this month. The project used 4500m2 of LATICRETE 125 Sound and Crack Adhesive under the marble in 450x luxury guest rooms to control cracks transmitting through the expensive stone and minimise the noise heard from room to room. 

Click here for more info and to view an installation video on 125 Sound & Crack.

David is also seen outside the iconic Burj Al Arab Tower, which Rothberg and LATICRETE were also part of in 1999!

President, International Division, Erno de Bruijn, at Long Hu Wan, China calling on a project on Hainan island; 1000x villas with LATICRETE stucco brick imitation.

LATICRETE at the South Pole

 

LATICRETE Chairman/CEO Raises the LATICRETE Flag

Over the holiday season LATICRETE Chairman/CEO, David Rothberg, took the trip of a lifetime. 
He skied across the Antarctic and raised the LATICRETE flag at the South Pole!

David and his team, C.O.L.D.F.A.R.T.S., spent 10 grueling days making the trip over glaciers to reach the South Pole.  David was accompanied by a close friend and a team of skiers who were all excited to reach their goal.

They would camp each night in below-zero temperatures and then ski several nautical miles each day until they reached their destination. Every hour the team stopped for a few minutes to eat snacks to help replenish some of the 6000 calories they burned throughout the day.

Once at the South Pole they celebrated with pictures (and some hot soup).

You can read more about David’s visit to the South Pole on the trip blog, www.coldfart.net.