The yearly WCCC seminar dealing with white cement applications took place from 4-6 October in Treviso, Italy. 30 colleagues with knowledge about application, sales and marketing of white cement joined together coming from all over the world: China, Malaysia, Australia, Egypt, Turkey, Russia, Poland, France, Germany, Italy and Denmark.





The main purpose of the seminar is to strengthen the community of “white cement marketers” facilitating knowledge sharing, cross fertilization and encouraging the development of new practices and ideas into white cement applications.

The main topics this year were dry mix mortars and additives for concrete. A part from the work done in the internal session a one full day has been dedicated to the visit of BASF Construction Chemicals in Treviso. BASF Construction Chemicals, a strategic supplier and customer of Cementir, is one of the world’s biggest producers of additives for concrete and their European R&D center is located in Treviso where also a local dry mix mortar production takes place.

The WCCC seminar this year was also the opportunity to formally present to the white community and to officially kick-off the newly established function “White Cement Commercial Development & Marketing”, aimed at coordinating and enhancing commercial, market and business development activities of White Cement globally, to further strengthen the Group's leading market position worldwide. Within its scope, the framework and some initial projects of “InWhite”, an innovation driven initiative on white, has been presented.

The agenda also allowed room for a half a day workshop where the team has been split into three groups working on key themes: Quality, Marketing and Product application/R&D. The outcome were some projects to ensure future cooperation in the community and some tangible results.

A very positive experience for all participants where multidisciplinary approach, different experiences and cases, sharing and strong engagement have been the key success factors.