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The LATICRETE Quarterly

Quarter 1, 2011

President's Message

Ed Metcalf

Spring appears to have taken root and the days are finally getting warmer. Also warming up is the construction market – we are hearing good reports from our MVPs of increased backlogs and bidding activity. It’s great to once again see signs of positive growth! 

Here at LATICRETE, after over 50 years of continual focus exclusively on tile and stone, we spent our winter planning and executing a fundamental shift in our philosophy. Our product offering now encompasses a much broader spectrum of products and applications than ever before and we are now better able to apply our strengths and capabilities to the benefit of our customers.

We now offer a full range of materials to change the way that masonry veneers are installed. This opens an area with huge potential for our distributors as the competition is sand and cement. And with the recently announced acquisition of Drytek Flooring Solutions our offering now extends to surface preparation and high quality wear surfaces and decorative finishes.

As the construction market evolves, we have to change with it in order to adapt to changing priorities and preferences. We believe that by applying our technological expertise along with our “people first” style of business relationships our entry into these new markets will bring about new opportunities and solutions for design professionals, distributors and contractors.

Ask your local Representative to bring you up to speed on what’s new at LATICRETE. My guess is that you’ll be surprised at how we can help you grow your sales! 




LATICRETE® SpectraLOCK® PRO Premium Grout


Introducing LATICRETE® SpectraLOCK® PRO Premium Grout* – it’s everything you love about LATICRETE SpectraLOCK PRO Grout, only better.

With an improved non-sag formula, it’s even easier to install on walls while providing full, flush joints on the floor. LATICRETE SpectraLOCK PRO Premium Grout is stainproof^^ in residential installations providing the customer ease of maintenance and a beautiful appearance year after year. LATICRETE SpectraLOCK PRO Premium Grout never requires sealing and offers 40 vibrant, consistent colors to choose from.

  • Stainproof^^
  • Improved Non-Sag Formula
  • Full, Flush Joints
  • Easier to Install

For more information, click here.
To request a hard copy brochure, click here.   

Click here to watch the new LATICRETE SpectraLOCK PRO Premium Grout video.


^^ StainProof (residential installation only) to common household cleaners, liquids and other goods. Clean all spills immediately.

* United States Invention Patent No.: 6881768 (and other Patents)



LATICRETE Glass Tile Adhesive  

Specifically formulated for use in glass tile applications, LATICRETE Glass Tile Adhesive is a one-step, non-sag, polymer fortified adhesive mortar offering an ultra white color. The smooth and creamy consistency, combined with optimal bond strength and minimal shrinkage make it an ideal solution for hassle-free glass tile installations. With Microban antimicrobial product protection, it’s the perfect choice for countertops and backsplashes.

  • Optimal Bond Strength with Minimal Shrinkage
  • Single Component with No Admix Needed –
    Just Add Water
  • Exceeds ANSI 118.4 and 118.11

For more information, click here.
To request a hard copy brochure, click here.




Need to restock on grout channel samples?

LATICRETE offers a convenient method for replenishing the color samples in your grout channel display. Simply log onto and place your order. All 40 LATICRETE grout colors are available in packs of 10 channels.


LATICRETE Acquires Drytek

LATICRETE announces the acquisition of Drytek® Flooring Solutions, LLC, a leading industry supplier of self-leveling cements, decorative concrete toppings, and related products and systems.  These products will be maintained under the Drytek brand name and sold through distribution within the LATICRETE Specialty Products Division (SPD). Since 2003, the innovative Drytek product line has been specified and installed in a wide variety of new building and renovation projects in the USA, including The Empire State Building, Macy’s, Columbia University, Florida Mall and the Weill Medical Center in New York City.

“As a natural fit for LATICRETE, Drytek will allow us to leverage our national footprint and state-of-the-art manufacturing capabilities into an important and growing segment of the building materials industry” said Ed Metcalf, LATICRETE North America President.

“We’ve been looking at this segment for some time and felt the time was right.” John Striednig, Director of the Specialty Products Division said “This premium brand offers a broad set of solutions that add clearly understood value and has a reputation for excellence among contractors and architects.”

For information on Drytek Flooring Solutions products from LATICRETE, call 1.877.DRYTEK.1. 



Coverings Party

More than 400 honored guests were treated with cocktails, hors d'oeuvres and live music while being surrounded by the renowned, amazingly crafted, full-size wax figures of historical and royal individuals, film stars, sports heroes and even famous villains. A strong contingency of LATICRETE staff members were there to celebrate with them.

“I’ve been to many parties at trade events, but this one was one of the best,” stated Farrell Gerber, Vice President of Tile Redi. “Seeing the statues up close gave me a great appreciation for the high level of craftsmanship put into each one”.

Maria Oliveira, Corporate Marketing Manager of LATICRETE added, "LATICRETE has always recognized the value of our great business partners both across the country and across the globe. These at-show events are meant to be very light and relaxed. Our goal is to simply put on a great party to thank our loyal customers. For LATICRETE, these are very special and important events." 

Click here to read more.


Surfaces Trade Show

LATICRETE drew a non-stop crowd of attendees to its exhibit for all three days of Surfaces 2011 this January with new products and an energized promotion for six new grout colors that stole the show floor at the Mandalay Bay Convention Center in Las Vegas. LATICRETE held a captive audience with a constant flow of show goers lining up to take aim with a dart gun at a pie-sliced wheel of 40 colors, mirroring each one offered by the recognized leader in tile grout design and technology. And while each participant went away a winner, those landing on the bullseye took home exclusive prizes such as a brand new Wii console or an Xbox 360.

LATICRETE featured a new brighter white grout color option and six brand new colors along with the new LATICRETE SpectraLOCK PRO Premium Grout and LATICRETE Glass Tile Adhesive.

“LATICRETE had phenomenal booth traffic on all three days of the show,” said Maria Oliveira, LATICRETE Corporate Marketing Manager. “We had attendees lined up all the way around our exhibit, many times over, to take a shot at winning a prize. LATICRETE successfully launched a brand new booth exhibit, innovative new products and six brand new grout colors in a fresh, fun and interactive way. It was an exciting event for us and everyone really enjoyed the dart game. It seemed to bring out the kid in everyone, and everyone walked away a winner.” 



Joey Ternullo Shows Off His Wheels

LATICRETE proudly sponsors the race car of Joey Ternullo, a local 12 year old racer who participates in the Nascar-sanctioned Wacky N’ Wild Wednesday point series at the Waterford Speedbowl in Connecticut. During the winter offseason, Ternullo was asked to participate in 52nd Annual Frank Maratta Auto & Cycle Show, a three-day celebration and exhibition that took place the last weekend of January at the Connecticut Expo Center. Ternullo’s Bandolero race car was placed on exhibit all weekend long and the 12 year old driver spent Saturday afternoon with 19 other drivers signing autographs for attendees.

Joe Ternullo, his father, is the second generation owner of Middletown Ceramic Tile Company, dedicated end users of LATICRETE products and methods for decades. Joey’s grandfather, Carmello Ternullo, opened Middletown Ceramics in 1960 and the company has been using LATICRETE tile and stone installation products in the Greater Hartford, CT area ever since. 


Technical Services

Major Changes in the 2011 Tile Council of North America’s Handbook

The new 2011 Tile Council of North America Handbook for Ceramic, Glass and Stone Tile Installation was officially released at the Coverings trade show in Las Vegas, NV. The new Handbook has expanded to now include glass tile and stone tile installation methods. The main details / methods are for ceramic, porcelain and glass tile, while a separate section includes the stone tile details and methods.

There are numerous new features to the newly revised handbook. Major changes now include the addition of “above ground” installation methods. These methods mirror the on-grade versions with some modifications and are designated by the letter “A”. For example, the above ground version of F113-11 is designated as F113A-11.

In addition, the ceramic tile selection guide has been expanded followed by numerous selection guides including:

  • Glass tile selection and installation guide
  • Natural stone tile selection and installation guide
  • Setting materials selection guide
  • Grout selection guide
  • Backer board selection guide
  • Membrane selection guide
  • Green building standards and rating systems guide
  • Filed and installation requirements
  • Floor tiling installation guide

New to the 2011 TCNA Handbook is the Environmental Classifications section which helps the specifier and end user decide what level of moisture / water / humidity exposure a given installation system will face. Ratings range from 1-6 and are designated as either Residential (Res) or Commercial (Com) exposure (e.g. Com5).

Some of the new installation methods include a thin bed pool method (P601TB-11) that is distinct from the thick bed pool method (P601MB-11) and a new pool tank method installed over cementitious waterproofing P602-11.

Another feature of the new handbook introduces ISO 13007 Standards for adhesives and grouts. A section on the various performance requirements with their respective designations describes the various features of these standards. It is important to note that the methods in the handbook can now be specified by referencing either an ANSI or ISO standard for adhesive and grouts. Currently no ISO standards exist for membranes and underlayments.

The Technical Services Department will issue weekly Technical Advisories on the new features of the TCNA 2011 Handbook to help you become better acquainted with its contents. In addition, a PowerPoint presentation that highlights the main changes has also been created. This presentation can be used at lunch and learn sessions with design professionals and at distributor training events.

As a side a note, the 2011 ANSI Manual has also been released; which includes the Sound Control Materials Installation section ANSI A118.13 – American National Standard Specification for Bonded Sound Reduction Membranes for Thin-Set Ceramic Tile Installation. Contact LATICRETE Technical Services for more information.



Support for Habitat for Humanity

LATICRETE has once again teamed up with Tile Partners for Humanity (TPFH) to support the mission of Habitat for Humanity International, providing installed ceramic tile in high-quality, sturdy and affordable homes for underprivileged families. Eight units at the Jimmy and Rosalynn Carter Work (JRCWP) Project in Washington, DC were outfitted with tile installation. The houses in the Ivy City section comprise the first LEED-certified Habitat for Humanity residential project in our nation’s capital. 


Extreme Makeover Features LATICRETE

LATICRETE donated the LATICRETE MVIS™ system of products to help out the Brown family from Wellman, Texas, for a special episode of Extreme Makeover: Home Edition focused on raising awareness with teens on the dangers of texting while driving. Palm Harbor Homes in Fort Worth, TX, a leading manufacturer of custom modular homes, worked with the Daltile Fort Worth Stone Center and LATICRETE, deciding to specify a random, drystack pattern of Daltile engineered thin-stone tiles for the exterior veneer of the front of the home, along with three other sections on the property to continue the design theme. LATICRETE also rose to the occasion and donated all of the necessary materials for the direct adhered masonry veneer exterior facade installation for the Brown family’s new “Hacienda” style home from Palm Harbor.

“The LATICRETE MVIS system was amazing,” said Adam Holman, assistant production manager at Palm Harbor Homes. “We installed the stones here and drove it a good 200 miles, then had it crane set when we got there. We didn’t have one stone come loose. I thought that was pretty amazing.”

Click here to read more. 


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