Displaying items by tag: marketing

Holcim launched its formal take on construction and demolition waste (CDW) this week with the unveiling of its ECOCycle technology platform at the BAU architecture fair in Munich. This amounts to managing the distribution, processing, grinding and recycling of CDW back into new building material products. It claims that its concrete, cement and aggregate products can contain 10 - 100% of CDW with no drop in performance.

It is hard to gauge whether this is marketing for existing operations or the start of something new. Yet, in its 2022 Sustainability Report, Holcim said that it recycled 6.8Mt of CDW back into building products and that it is on track to meet its target of 10Mt by 2025. This target was neatly put into words as wanting “to build more new buildings from old ones.” Ahead of the announcement of the launch of ECOCycle, it added that it was going to roll out its Susteno product around Europe. This product, made from 20% CDW, was originally released in Switzerland in the late 2010s. Notably, recent acquisitions by Holcim that connect to its growing focus on CDW include Poland-based Ol-Trans in July 2022, UK-based Wiltshire Heavy Building Materials in October 2022 and UK-based Sivyer Logistics in April 2023.

As covered by Global Cement Weekly in February 2023, Holcim is not the only heavy building materials company pivoting to CDW. The European Union (EU) set a 70% recovery target for it in 2020 and various cement company sustainability reports have described the region as being receptive to moves into this sector. Cemex set up a global waste management subsidiary called Regenera at the end of January 2023. This division covers both alternative fuels, CDW and industrial by-products, so it is more general than Holcim’s current effort, but it shows intent in the same direction. Cemex previously set a target of recycling 14Mt/yr CDW by 2030.

Heidelberg Materials has been working on developing recycled concrete paste and its ReConcrete-360° concrete recycling process. As of its last sustainability report, this process had been tested at the pilot scale and is now being developed and scaled for industrial application. In addition to acquiring UK-based Mick George Group in December 2022 Heidelberg Materials has also purchased Germany-based RWG Holding in January 2023 and Germany-based SER Group in February 2023. All three companies operate in the CDW sector.

The other notable contribution that Heidelberg Materials has been making is as a partner of the ‘Circular City - Building Material Registry for the City of Heidelberg’ project. When Heidelberg Materials announced its involvement in the initiative in mid-2022 it said it was the first city in Europe to apply the principles of urban mining. The goal of the project is to take an inventory of the city’s buildings and then compile it in a digital material registry. The basis for the registry is the Urban Mining Screener developed by EPEA (Environmental Protection Encouragement Agency). This programme can estimate the composition of buildings based on building data such as location, year of construction, building volume or building type. Circular economy supply chains can then act accordingly when a building is retrofitted, demolished or deconstructed. So, for example, at the start of the project it worked out that a former US Army housing estate conversion site was calculated to contain approximately 466,000t of material, with about half in the form of concrete, a fifth in the form of bricks and 5% as metal.

That last example compares to a European Commission estimate that, as a whole, Europe generates around 450 - 500Mt/yr of CDW. A third of this is concrete. As with alternative fuels and slag previously, this may be money going into the ground. Recycling building materials is not new but any significant increase in reusing CDW that can reduce the clinker factor of cement (and the cement factor of concrete) offers a potentially cheaper route to building materials decarbonisation than carbon capture and utilisation/storage at current costs. Hence the continued interest.

France: Estelle Bletry has taken on the role of sales manager for Holcim’s waste management subsidiary Geocycle. Bletry held different positions in Lafarge France between 2007 and 2019. She worked as product development manager and business developer materials and solutions at waste management company Hesus from 2019 to March 2023. Bletry studied marketing at IUT Cergy-Pontoise in Paris.

The Portland Cement Association (PCA) has launched a new website to promote the US cement industry’s progress towards net zero. It’s always interesting to see the different approaches the various associations around the world take in promoting the sector especially in response to mainstream media coverage that has often taken a negative view of cement and concrete. As sustainability thinking has permeated into society the stereotype that cement production releases vast amounts of CO₂ for little gain has been a hard one to shake off. Readers can draw their own conclusions on how well the PCA site works by looking at cementprogress.com.

Make no mistake, the PCA’s new website is a marketing tool designed to bring out some of the points of its carbon zero roadmap to a wider audience. Yet it is refreshing to see a national association website attempting to tell the general public what progress the cement industry is making towards reducing its CO₂ emissions. Unfortunately, it then avoids giving out any data that presents an overview of how it’s all actually going. This may come with time though as the roadmap was only released in late 2021. One number that does stick out on the site is that the PCA uses the Environmental Protection Agency’s (EPA) carbon emissions data to calculate that the manufacture of cement accounts for 1.25% of total CO₂ emissions in the US. This is lower than the global figure of 7% that is often used from the Center for International Climate and Environmental Research - Oslo’s (CICERO) research. Both figures appear to be broadly correct based on the available data.

The real story here is to showcase the wide range of actions the PCA is taking as part of its roadmap. In the cement section, for example, the PCA is rightly able to demonstrate its recent work driving the transition to Portland Limestone Cement (PLC) production in the US. This then leads on to the usual beats of resilient construction, carbonation and a ’whole society’ approach to tackling the decarbonisation of the cement industry with suggestions that everybody from citizens to contractors to policy makers can do.

The wider context is that the big challenge facing cement advocacy groups today is that sustainability is a global issue but that such groups have generally been national or regional for most of their history. The national or regional cement associations have existed for decades serving the local needs of their members. This started to change in 1999 when the Cement Sustainability Initiative (CSI) was created with its global approach to sustainability for the sector with its data gathering and technology roadmaps. In the 2010s global media attention started to focus on the large share of CO₂ emissions the cement industry was emitting as, coincidentally, China became the world’s largest cement producer. Then in the late 2010s the two global cement associations - the Global Cement and Concrete Association (GCCA) and the World Cement Association (WCA) - emerged with the GCCA taking over what the CSI did previously.

One problem that the PCA and the other associations face is that decarbonising the cement and concrete sectors is hard to do, expensive and will take decades. Until, or if, carbon capture is suddenly conjured up at scale, all of this work is inherently seen as boring by much of the media compared to, say. young photogenic environmental activists supergluing themselves to roads. One way to fight back against this is to show progress font-and-centre and to try and take back control of the narrative. This appears to be what the PCA is trying out in a more direct fashion than usual. The risk though is that any action by an industry-backed lobbying group to show off the work it is doing will simply be labelled as greenwashing, whether it’s fair or not. Of course, some environmentalists indulge in their own reverse version of this (industry staining?) to make the powerful but simple argument about the necessity of cutting CO₂ emissions but without taking fully into account or underplaying the scale of the societal changes necessary to do so. Either way, the cement industry and its advocates have an uphill struggle on their hands in the years ahead. This may require fresh thinking about how to win over hearts and minds.

The March 2023 issue of Global Cement Magazine includes an interview with Claude Lorea from the Global Cement & Concrete Association (GCCA)

Russia: Eurocement has changed its name to Cemros. The rebranding exercise followed an internal staff competition to come up with a new name followed by a vote from a shortlist. The new name is intended to invoke the words ‘cement’ and ‘Russia.’ It was suggested by Evgeny Lukanovsky, Alexey Lotarev and Igor Efimov.

Eurocement was acquired by Smikom in 2021 for around US$2.2bn following an auction held by Sberbank.

Philippines: Germany-based TÜV Nord has awarded three ISO certificates to Philcement Corporation's Bataan cement bagging plant and distribution centre in Mariveles. The facility achieved an ISO 9001:2015 for quality management, an ISO 45001:2018 for occupational health and safety management and an ISO 14001:2015 for environmental management.

Philcement Corporation, a subsidiary of PHINMA Corporation, previously secured a loan towards an upgrade to the Bataan terminal in September 2022.

Chair Ramon del Rosario Junior said “As we continue to provide a reliable and consistent supply of cement products of good quality, these ISO certifications attest to PHINMA, Philcement and our partners’ expertise in this industry. These give us even greater confidence in our operations and especially in the products that we offer our customers."

Germany: ScrapeTec will present its latest generation DustScrape dust management system at the SOLIDS Dortmund bulk handling technologies exhibition in Dortmund, North Rhine-Westphalia. ScrapeTec says that the new model boasts increased box robustness and is specifically designed for use in closed transfers with high material pressure. It works without the use of energy and also saves energy by enabling users to switch off existing dust extraction systems.

US: Holcim has signed an agreement with Duro-Last to acquire the roofing systems producer for US$1.29bn. Reuters has reported that the acquisition will be Holcim's largest for all of 2022 and 2023 so far. Once the parties complete the transaction, Duro-Last's business will join Holcim's products and systems division. Holcim expects the deal to yield synergies of US$60m/yr, primarily through a reduction in the cost of materials.

Holcim expects its products and systems division to contribute a majority of its profit in North America once increased investment under the US government's Inflation Reduction Act begins to take effect. In 2022, the division accounted for 40% of regional profit. The group is committed to a global target of 30% of sales being attributable to the products and systems division by 2025, compared to 19% of sales in 2022.

Canada/US: Lehigh Hanson has rebranded as Heidelberg Materials North America, with immediate effect. The cement producer said that the new brand reflects its broad, innovation-driven approach to becoming the North American industry leader in sustainability and digital solutions.

President and chief executive officer Chris Ward said “This is a major step change for our company, both globally and here in North America. We are thrilled to begin this transformation in North America today, and continue our global journey to grow our business beyond cement and aggregates and become the most sustainable company in the sector.”

US: Mitsubishi Heavy Industries Engineering has launched a new carbon capture alliance with energy company ExxonMobil. Under the partnership, ExxonMobil will deploy Mitsubishi Heavy Industries Engineering's liquid amine carbon capture model for its customers across multiple industries. Kansai Electric Power (KEPCO) will also support the deployment in more CO2-intensive industries, including cement.

Mitsubishi Heavy Industries Engineering president and CEO Kenji Terasawa said “Carbon capture and storage technology and innovation are critical to our path to net zero. As an expert in advanced engineering, Mitsubishi Heavy Industries is committed to leading the way in achieving decarbonisation goals through strategic collaboration and investments in new technologies. We look forward to partnering with ExxonMobil to continue advancing carbon capture technologies, to provide essential carbon neutrality solutions for various industries.”

Peru: UNACEM (Unión Andina de Cementos) has updated its branding, including its logo, for its 10th anniversary following the merger of Cemento Andino and Cementos Lima. The new logo is intended to convey its essence, origin and its commitment to union and sustainable construction, according to the Ojo newspaper. It is based around the letter ‘U’ and is also meant to be reminiscent of a quarry seen from above. The rebranding exercise is also being run at the same time as the company’s 'Co-building Peru' campaign, where it seeks to promote the message that, “...the infrastructure of a country is built with cement, a homeland is built by all of us, working together.”