ISFA's Countertops & Architectural Surfaces Vol. 14, Issue 1 - Q1 2021

VOLUME 14 / ISSUE 1 • QUARTER 1, 2021 • SINGLE ISSUE $14.95

New Colors & Materials Spotlight Page 18 Advice on Accounts Receivable Page 26

ISFA Fabricator Profile: Hard Rock Stone Works Page 28 Industry Outlook Page 32

Sustainability and the Surfacing Industry Page 37

ISFA Member since 2016

CREDITS LETTERS TO THE EDITOR

PHOTOGRAPHY

Countertops & Architectural Surfaces welcomes Letters to the Editor.

If you have questions about the magazine, or would like to make a comment, or voice an opinion about the magazine, ISFA or the industry in general, please feel free to write to us.

Photos in this publication may not depict proper safety procedures for creative purposes. ISFA and Countertops & Architectural Surfaces support the use of proper safety procedures in all cases and urge readers to take steps to institute such procedures.

Please send letters to editor@isfanow.org or to Letters, ISFA, PO Box 627, Ingomar, PA 15127, attention: Editor. Include a telephone number and address (preferably an email address). Letters may be edited for clarity or space. Because of the high volume of mail we receive, we cannot respond to all letters. Send queries about Countertops & Architectural Surfaces to editor@isfanow.org or mail to ISFA, PO Box 627, Ingomar, PA 15127, attention: Editor.

Photography/graphics provided by US Surfaces, Vadara, Eric Hausman, Drury Design and Hard Rock Stone Works.

MAGAZINE CREDITS Publisher & Editor: Kevin Cole Proofreader: Nancy Mueller-Truax Design: V2 Marketing Communications ISFA OFFICERS OF THE BOARD

CONTACTING ISFA Phone: (888) 599-ISFA editor@isfanow.org www.isfanow.org ABOUT THIS MAGAZINE Countertops & Architectural Surfaces (ISSN 2372-983X) is published quarterly by the International Surface Fabricators Association (ISFA), with a fifth “Buyers Guide” issue publishing in October. Individual copies of Countertops & Architectural Surfaces are available at the nonmember “newsstand” price of $14.95. Countertops & Architectural Surfaces is also available by individual subscription at the following rates: ISFA nonmembers, one year (five issues) $30.00; ISFA members, one year free with every membership renewal.

Special rates and charges apply for orders outside of the United States.

Call for details. To subscribe, call (888) 599-ISFA. Printed in the United States of America. Copyright © International Surface Fabricators Association 2021. All rights reserved. No part of this publication may be reprinted or otherwise reproduced without the publisher’s written permission. Countertops & Architectural Surfaces and The International Surface Fabricators Association assumes no responsibility for unsolicited manuscripts or photographs.

Materials will be returned only if accompanied by a stamped, selfaddressed envelope. For change of address, please include old label with new information, including both old and new zip codes. Allow 3-6 weeks for address change to take effect. Periodicals postage rate is paid at the Ingomar, Pa., post office as well as others. Opinions expressed by writers in this magazine are not necessarily the opinions of Countertops & Architectural Surfaces or the International Surface Fabricators Association, but rather those of the individual writers.

POSTMASTER: Send address changes to LSC Communications, Care of Countertops & Architectural Surfaces magazine, 3401 Heartland Drive Liberty, MO 64068.

4 • Vol. 14 / Issue 1 • International Surface Fabricators Association

Steve Mast, President Augie Chavez, Immediate Past President Joe Duszka, Vice President Ted Sherritt, Treasurer Mike Langenderfer, Co-Treasurer Austin Maxwell, Secretary ISFA DIRECTORS Paul “Max” Le Pera, Director Eric Tryon, Director Rodrigo Velazquez, Director Laura Grandlienard, Director Kelley Montana, Director Kimberley Homs, Director Jim Callaghan, Associate Member Rep Joe Connolly, Associate Member Rep ISFA STAFF Nancy Busch, Executive Director Kevin Cole, Director of Communications and Magazine/Website Publisher & Editor Carol Wilhite, Operations Manager Paul Wisnefski, Account Representative Amy Kyriazis, Program Manager Samantha Winslow, Membership Administrator Chris Pappenfort, Trainer Fred Hueston, Trainer COVER PHOTO This luxe new-construction kitchen was designed by Drury Design (www.drurydesigns.com) featuring Sereno Bianco by Vadara.

For more information visit www.vadaraquartz.com.

Photo Credit: Eric Hausman https://www.drurydesigns.com/

ISFA Member since 2018

CONTENTS FEATURES 18 Annual New Colors & Materials Spotlight The latest in the new surfacing options on the market

18 26

26 Accounts Receivable Dealing with the negative effects of the pandemic

and economic downturn

28 ISFA Fabricator Profile: Hard Rock Stone Works Growing through product and market diversity and digital fab technology 32 Industry Outlook A forecast of 2021 and beyond 37 Earth Friendly Fabrcators Raising the bar in countertop culture

23 28

D EPARTMENTS 8 From the Editor 10 Calendar of Events 12 Education Connection 14 Industry News 40 From the Executive Director

32 32 37

41 ISFA News 44 ISFA Associate Member Directory 46 Platinum Sponsor Spotlight 47 Product News 49 Classifieds/Ad Index 50 From the President

Check us out on social media for more regular information: Like us on Facebook at www.facebook.com/CASMagazine/.

Follow us on Twitter as @ISFA. 6 • Vol. 14 / Issue 1 • International Surface Fabricators Association

ISFA Member since 2000

FROM THE EDITOR From the desk of Kevin Cole, Editor & Publisher, and ISFA Director of Communications

A Year of Big Change Welcome to the first issue of Countertops &

ISFA launched regular meetings to bring

save money. We’ve also replaced our ISFA

marks the beginning of 13 years I have had

overcome problems they faced. These

Member Directory to highlight the companies

Architectural Surfaces magazine of 2021. This the opportunity to serve the industry as the

Director of Communications for ISFA. And I want to sincerely thank you all for allowing me to do so. Somehow, I’ve become the

longest working staff member in the history of the association, and in the process have met

some of the finest people I could ever have the pleasure to know.

Looking back, this industry’s come a very long way since I was first introduced to it nearly

two decades ago. We’ve had plenty of ups

and downs over the years, and here we still

are. The landscape has certainly changed in some ways, but other things, like a belief in craftsmanship and innovation have largely remained core values.

We all know that 2020 was a difficult year for

the industry and with it came unprecedented

together fabricators to discuss how to

meetings then turned into full-fledged shop

tours during which a fabricator would volunteer his or her time to walk through their shop with a camera, showing peers around the country

their operations and discussing processes and mitigation efforts. It was uplifting to witness.

handwashing and sanitizer use, to serrating

shifts so as to minimize the number of people

working at a time. Many office workers began

working from home, and the glory of the Zoom meeting began to take the place of many daily staff meetings.

One thing, however, that did not change was

the camaraderie, open discussions and sharing of ideas that we’ve seen for many years.

Everyone scrambled to come up with best

practices and ideas for staying in contact with staff and clients, and THEY SHARED IT! That is a beautiful thing. I saw a lot of the industry

come together in a trying time and offer insight into how they were making things work.

8 • Vol. 14 / Issue 1 • International Surface Fabricators Association

You will see many other changes, big and

small, over the course of the year, as ISFA

works to help its members get the most out

on nearly all of us, so will 2021 be a year

organizations and pull out the best in us has

a pandemic, although with 1 million to 2

now find ourselves.

the catalyst to really dig deep, rethink our

of continuing change. We are still facing

been tragic, today — right here — is where we

million vaccinations a day and numbers of sick seemingly dropping in most places, most predict business will stabilize this

year. However, there’s little doubt many of

the new technologies, safety protocols and

communication methods will stick around and potentially affect us all going forward.

and hopefully for the best. The association

like masks, social distancing and reinforcing

to the industry.

of their investment in the association. While

New ways of doing things had to be developed shape. Changes ranged from simple things

networking and other beneficial programming

of unpredictable changes that were forced

These changes certainly are shaping the way

to help companies come through in good

that support our goal of providing educational,

Just as 2020 was an unprecedented year

changes. New protocols were put in place to

meet various government mitigation mandates.

Fabricator Directory with an ISFA Associate

ISFA is communicating with our members,

has brought together several committees from its member base to help directly influence

the types of information and programming

that is needed. These committees also help

to determine the medium that best suits the facilitation of these needs.

For those of you who are regular readers of

this publication, and I’m hoping that’s most of you, within these pages you will likely notice some differences. ISFA has set up a “Media

Committee” to discuss and develop changes in a variety of places. This issue will kick off

The pandemic brought with it what will likely

be lasting uncertainty. Few have been spared the pain of loss, and yet also reminded us

of just how important our relationships with

peers, friends and our families really are. We’ve been given a wake-up call to live a bit more

for today and be thankful of the people in our lives.

Who knows what the future holds for you, me or our associates? Only time has the

answer. However, when you think of me, this

publication and all of the personal interactions I’ve been so fortunate to have with so many

of you over my time with ISFA, I’d like to think you’ll remember them as solid efforts to help wherever possible. I hope you feel that ISFA

and all of its staff are your partners in whatever may come, and are here to assist you in overcoming any obstacle.

Thanks for all the memories.

Sincerely,

a new regular theme we hope to include in every issue — sustainability. Not only will

these regular features discuss the idea of more eco-friendly products, but will also cover ways

Kevin Cole, Publisher & Editor

advantage of more sustainable processes and

(815) 721-1507

the surfacing/countertop industry can take

kevin@isfanow.org

ISFA Member since 2020

CALENDAR OF EVENTS ISFA Virtual Shop Tours (held monthly) Sponsored by Park Industries Tour of McDermott Top Shop Online March 10, 1 – 2 p.m. EST (888) 599-ISFA www.isfanow.org Park Industries Virtual Porcelain Fabrication w/ MSI Four Sessions held on March 17 & 18 March 17, 5 p.m. EST & 5 p.m. MST March 18, 5 p.m. CST & 5 p.m. PST (800) 328-2309 www.parkindustries.com Park Industries Seminar on Maintenance Minded Culture Online March 23, 1 p.m. CST (800) 328-2309 www.parkindustries.com ISFA Mixer (last Thursday of every month) Online March 25, 4 p.m. PST, 7 p.m. EST (888) 599-ISFA www.isfanow.org Canada Woodworking East April 8 – 9 Saint-Hyacinthe, QC Canada (888) 454-7469 Virtual Manufacturer Tours Tour of Hyundai's Hanstone Quartz Surfacing Plant Online April 19 1p.m. EST www.isfanow.org Park Industries Virtual Demo Edging Solutions Online April 21, 10 a.m. CST (800) 328-2309 www.parkindustries.com ISFA Mixer (last Thursday of every month) Online April 29, 4 p.m. PST, 7 p.m. EST (888) 599-ISFA www.isfanow.org Interzum May 4 – 7 Cologne, Germany +49 1806 077 050 www.interzum.com

Virtual Sintered/Porcelain/ Compact Surface Training Sponsored by GranQuartz Online May 6 www.isfanow.org ISFA Hands-On Solid Surface Training Hosted by GECKO SSS May 18 – 20 San Antonio, Texas (888) 599-ISFA www.ISFAnow.org Xiamen Stone Fair May 18 – 21 Xaimen, China +86-592-5959616 Virtual Sintered/Porcelain/ Compact Surface Training Sponsored by GranQuartz Online May 20 www.isfanow.org ISFA Mixer (last Thursday of every month) Online May 27, 4 p.m. PST, 7 p.m. EST (888) 599-ISFA www.isfanow.org The International Surface Event (TISE) June 16 – 18 Las Vegas, Nev. (972) 536-6440 ISFA Mixer (last Thursday of every month) Online June 24, 4 p.m. PST, 7 p.m. EST (888) 599-ISFA www.isfanow.org Coverings 2021 July 7 – 9 Orlando, Fla. (571) 313-5801 www.coverings.com AWFS July 20 – 23 Las Vegas, Nev. (800) 946-2937 ISFA Mixer (last Thursday of every month) Online July 29, 4 p.m. PST, 7 p.m. EST (888) 599-ISFA www.isfanow.org

10 • Vol. 14 / Issue 1 • International Surface Fabricators Association

HD Expo & Conference Aug. 24 – 25 Las Vegas, Nev. (888) 769-7861 ISFA Mixer (last Thursday of every month) Online Aug. 26, 4 p.m. PST, 7 p.m. EST (888) 599-ISFA www.isfanow.org Cersaie Sept. 27 – Oct. 1 Bologna, Italy +39 0536 818111 ISFA Mixer (last Thursday of every month) Online Sept. 30, 4 p.m. PST, 7 p.m. EST (888) 599-ISFA www.isfanow.org Marmomac 2021 Sept. 30 – Oct. 2 Verona, Italy +39 045 8298 561 NeoCon Oct. 4 – 6 Chicago, Ill. (312) 527-7583 ISFA Mixer (last Thursday of every month) Online Oct. 28, 4 p.m. PST, 7 p.m. EST (888) 599-ISFA www.isfanow.org Woodworking Machinery & Supply Conference and Expo Nov. 4 – 6 Mississauga, ON Canada (319) 389-3352 ISFA Annual Conference & Meeting Sponsored by GranQuarz, Park Industries, Infinity Surface, Crossville and Integra Adhesives Fall – TBD (888) 599-ISFA www.ISFAnow.org

Submit your event for consideration in Calendar of Events by emailing Editor Kevin Cole at kevin@isfanow.org.

OR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATO

OR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATO

EDUCATION CONNECTION

OR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATO

OR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR • FOR THE FABRICATOR

COVID-19 and the Workplace

Required disclosures and notifications of COVID-19 exposures and infections A recent California study has revealed the

construction industry has the highest COVID-19

positivity rate of all industries. Yet, a year into the

pandemic, many construction-related businesses are still unaware of their reporting obligations or how to otherwise handle a worker’s COVID-19 positive test or potential exposure.

b. Did the COVID-19 work-related case result in hospitalization?

Not all work-related COVID-19 cases resulting in hospitalizations need to be reported to

OSHA. To be reportable, it must be an in-patient hospitalization (for treatment) and must have occurred within 24 hours of the employee’s

There is no centralized law regulating the disclosure exposure to COVID-19 in the workplace. and notification of COVID-19 cases in the

workplace. Instead, to determine their obligations,

businesses must piece together regulations issued

at federal, state and local levels, and strike a careful balance between maintaining workplace safety and protecting employee privacy.

Overall, reporting obligations can be divided into three broad categories: 1) disclosures to OSHA

(federal level); 2) disclosures at the state level; and 3) disclosures in the workplace.

1. Disclosures to OSHA At the federal level, COVID-19 record keeping and reporting obligations are established by OSHA. However, OSHA does not require all cases of

COVID-19 to be reported. In practice, the duty

to report COVID-19 cases to OSHA will only be triggered in rare circumstances.

Whether an employer needs to report COVID-19

cases to OSHA is primarily based on the answer to three questions.

a. Is the COVID-19 case work-related?

Only work-related COVID-19 cases must be

documented and reported to OSHA. But, how do employers know if a COVID-19 case is workrelated?

In the construction industry, a COVID-19 case is

work-related if: i) there is evidence of other COVID-19

cases among workers who work closely together and

Employers have 24 hours to report the case

to OSHA. The reporting clock starts when the

employer “know[s] both that the employee has

been in-patient hospitalized and that the reason

for the hospitalization was a work-related case of COVID-19.”

In other words, if the work-related COVID-19 case did not result in hospitalization, or if the in-patient

hospitalization did not occur within 24 hours of the

exposure in the workplace, then the employer does not need to report the case to OSHA.

c. Did the COVID-19 work-related case result in

keeping is necessary. However, if it concludes that

A Case Study: California AB 685 On September 17, 2020, the California governor signed Assembly Bill (“AB”) 685 into law. This

new legislation, which went into effect on January 1, 2021, imposes strict notice requirements

relating to COVID-19 work-related exposures on employers.

In particular, AB 685 requires California employers

to notify employees, employees of subcontractors at the work site and union representatives, if

applicable, whenever the employer receives a “notice of potential exposure” to a “qualifying individual” at the work site. The new law also

requires employers to notify the local public health agency of a COVID-19 outbreak in the workplace. a. Notice to Employees and Their Representatives

California employers are required to:

fatalities, but only if the death occurred within 30

exposure” to a COVID-19 case in the workplace,

days of the employee’s work-related exposure. In

■■ Provide written notice to all employees and

report the fatality to OSHA. The reporting clock

at the work site within the infectious period who

employee has died, and that the cause of death

■■ Provide written notice to employee

those instances, the employer has eight hours to

employers of subcontracted employees who were

starts when the employer “know[s] both that the

may have been exposed to COVID-19;

was a work-related case of COVID-19.”

representatives, including unions and sometimes

In sum, OSHA’s guidance provides simple reporting

attorneys, who may represent employees;

rules that are only triggered in rare cases. However,

■■ Provide written notice to employees and/or

and cities in which they operate may have stricter

related benefits that employee(s) may receive,

forth by OSHA.

COVID-19 leave, paid sick leave, and the

2. Disclosures at the State Level

and anti-retaliation policies; and

employers should bear in mind that the states

employee representatives regarding COVID-19-

COVID-19 reporting requirements than those set

including workers’ compensation benefits,

workplace safety and health programs operated by

case is not work-related, no disclosure or record

as an illustrative example.

OSHA also requires employers to report COVID-19

through the employee or other sources) indicating the If the employer determines that the COVID-19

states, this article will use its recently enacted law

Within one business day of learning of a “potential

In addition to the OSHA rules described above,

infection may have taken place at work.

most comprehensive reporting obligations of all

fatality?

there is no alternative explanation for the infection’s source; or ii) the employer has evidence (either

BY PATRICIA BRUM

there are currently 28 OSHA-approved COVID-19

individual states and U.S. Territories, each with its

own rules. These rules in some cases (for example Cal-OSHA) expand the reporting obligations described above.

company’s anti-discrimination, anti-harassment, ■■ Provide notice to employees regarding the company’s disinfection protocols and safety

plan to eliminate any further exposures, per CDC guidelines.

Written notice includes personal service, postings, e-mail or text message if it can reasonably be

anticipated to be received by the employee within

the COVID-19 case is work-related, the employer

States are also enacting their own laws relating

one business day of sending and shall be in both

should be reported to OSHA.

workplace exposures. Because California has the

majority of the employees.

must anwers two questions to determine if the case to notice and reporting obligations for COVID-19 12 • Vol. 14 / Issue 1 • International Surface Fabricators Association

English and the language understood by the

b. Notice to Local Public Health Agency In addition to providing notices to employees and their representatives, employers in California must provide notice to the local public health agency within 48 hours of learning of a “COVID-19 outbreak” in the workplace.

Currently, a COVID-19 outbreak in the workplace occurs when at least three probable or confirmed COVID-19 cases are reported within a 14-day period in persons with close contact at work and from different households.

The notice to the local public health agency must include the names, numbers, occupations and work sites of the qualifying individuals. The employer must also include the business address and NAICS code of the work site where the qualifying individuals work. Finally, the employer must continue to give notice to the local public health agency of any subsequent cases.

3. Disclosures in the Workplace There is no federal law that specifically mandates employers to notify their employees if someone has tested positive or if there has been a potential exposure in the workplace. However, states and local governmental agencies are beginning to impose those obligations on employers.

Irrespective of any state and local laws mandating disclosure, the Center for Disease Control and Prevention (CDC) encourages employers to notify not only their employees, but also contractors and on-site visitors of potential COVID-19 exposures in the workplace. As a result, employers are faced with the difficult task of crafting notices that comply with the CDC recommended practice and at the same time protect employees’ privacy.

Below are two basic principles that businesses should consider regarding COVID-19 disclosures in the workplace: 1. The employer should disclose to employees that a co-worker (or a visitor to the work site) has tested positive for COVID-19 without disclosing the identity of the person.

2. If known, the employer should also notify specific co-workers, clients, vendors or visitors that a person with whom they were in close contact in the work site over the past 14 days has tested positive. Again, employers should strongly consider not disclosing the identity of the person who has tested positive.

Takeaways The lack of centralized regulations regarding the disclosure of COVID-19 exposures and infections in the workplace makes it difficult for businesses to determine their obligations when learning that an employee or visitor to the work site has tested positive.

Federal OSHA regulations provide the initial framework to determine whether a business has the duty to report the COVID-19 infection or exposure, but the inquiry doesn’t end there.

Businesses must also check potential rules and regulations enacted at the state and local level. At a minimum, businesses should consider notifying their employees that a co-worker has tested positive for COVID-19 without disclosing the identity of the person who tested positive.

ABOUT THE AUTHOR Patricia Brum is an attorney with Snell & Wilmer LLP, a full-service business law firm with more than 450 attorneys in 15 offices in the United States and Mexico. Before becoming a lawyer, Patricia worked in the surfaces industry for more than 15 years.

She currently represents distributors, fabricators and installers in legal disputes in California. For more information, contact her at pbrum@swlaw.com.

International Surface Fabricators Association • Vol. 14 / Issue 1 • 13

IN THE INDUSTRY Caesarstone Acquires Omicron Granite & Tile

Caesarstone® U.S. acquired Omicron Granite & Tile, which will immediately increase Caesarstone’s distribution network and provide 17 new locations from which Caesarstone will operate. Based in Pompano Beach, Fla., Omicron Granite & Tile, a supplier of quartz and stone surfaces, has 17 showrooms and indoor warehouses across the Southeast and Ohio Valley regions of the United States. The acquisition is designed to leverage the strength of the Caesarstone brand through a robust U.S distribution network to best serve customers and promote its award-winning designs.

MSI Launches Digital Image Search Tool

MSI, supplier of countertop, wall tile, hardscaping and flooring products, launched a new image search tool that allows users to find the closest MSI match of any product using artificial intelligence. The image search tool is the newest in the company’s extensive digital portfolio; from its multisurface visualizer to a real-time inventory search, MSI’s digital tools make the design process easier from start to finish. Users can upload a photo of any product to the search tool and immediately view the results, including the closest MSI product matches. Results can be filtered for more concentrated selections, by only choosing the product categories in which they are most interested. Additionally, coordinating choices are available to complete the look.

LOTTE Adds Third Production Line in Turkish Plant

LOTTE Chemical announces the addition of a third engineered-stone production line at its Belenco plant in Turkey. The expanded production volume of the Turkish plant supplements LOTTE’s Yeosu plant in South Korea. The combined capacity of the two facilities is 22 million sq. ft. per annum.

LOTTE is working to establish itself as one of the top quartz surfacing manufacturers in the world, serving a rapidly growing global customer base.

The company’s $30 million investment in the new production line will help ensure a stable and secure global supply chain for its engineered stone products. The Turkish facility’s manufacturing capabilities are complemented by distribution efficiencies through the port of Izmir and access to ample raw materials from a nearby stone mine.

Acquired by LOTTE in March 2019, Belenco is the largest manufacturer of engineered stone in Turkey. Belenco utilizes state-of-the-art Breton manufacturing technology – a process that 14 • Vol. 14 / Issue 1 • International Surface Fabricators Association

HYUNDAI L&C USA Promotes New CEO

Hyundai L&C USA,

LLC, (Living & Culture), promoted Brian Park

to CEO. In addition to all sales, marketing,

product development, product management

and operations responsibilities, Park adds HR, Accounting and P&L responsibility to his list

of duties. H.S. Kim, the president of Hyundai L&C North America, will continue to support Park to be successful in his new role. Park arrived at Hyundai L&C USA in November 2019. As the company’s executive vice

president of sales, marketing and operations, Park was tasked with growing the premium

surfacing business, as well as further laying the groundwork to launch the company’s flooring products in the United States.

Under Park’s guidance and leadership, the

HanStone Quartz and Hanex Solid Surfaces

brands have enjoyed record sales, in spite of the pandemic.

produces high-quality, technologically advanced engineered stone. LOTTE has been a licensee of Breton technology since 2018, utilizing the process in the development of its popular Cirrus Collection of quartz surfaces. Comprised of 93 percent high-density quartz, LOTTE’s Radianz surfaces resemble high-quality natural stone, with the benefit of resisting scratches, growth of bacteria and color deflection. Radianz quartz is durable, hygienic, and available in a wide assortment of colors and patterns suitable for commercial and residential applications.

CaraGreen and OHM Establish Sales and Marketing Partnership

CaraGreen Healthy Materials and OHM International have established a joint sales and marketing partnership. OHM will leverage its distribution infrastructure and brick and mortar locations and showrooms throughout the East Coast alongside CaraGreen’s strong virtual and online presence, as well as its showrooms and warehouses throughout the East Coast. OHM’s extensive relationships in the kitchen and bath space coupled with CaraGreen’s focus on securing architect and designer specifications will help create a unique opportunity for both partners to leverage their strengths for select brands within

their portfolios. Brands that OHM offers that will now be promoted by CaraGreen include Geoluxe Pyrolithic Stone, Enigma Surfaces and Diresco Bio-UV Quartz. In turn, OHM will be promoting several of CaraGreen’s sustainable brand portfolios, including Durat Solid Surface, PaperStone, GEOS Recycled Glass Surfaces and elementAl surfaces. This partnership represents the shifting market that is focused on sustainability, education and availability. As consumers look to find more unique, sustainable and affordable products, this combined portfolio is designed to offer a solution for nearly every customer. Similarly, as architects and designers shift their searches online, the accessibility and ease of finding these products through trusted partners becomes paramount.

Neolith

Neolith® teamed up with Treedom, a global ecological initiative that seeks to protect our natural world by encouraging corporations to plant trees. The company planted 300 new trees (one for each of its distributors) in some of the world’s most threatened and fragile ecosystems across Cameroon, Kenya, Haiti and Ecuador. The benefits are myriad, including increase CO2 absorption, protecting flora and fauna and combating soil erosion. The program also empowers the local community, with direct funding to local farmers, training to diversify and offer more incoming green opporutnities. This is the latest milestone in Neolith’s drive to become the most sustainable brand of sintered stone in the world, and builds on a number of other initiatives launched in 2020 as part of its “SIX·S” campaign.

NKBA Announces 2021 Board of Directors

The National Kitchen & Bath Association (NKBA) set its board of directors for 2021, which will be led by newly elected Chair, Michael Mahan, vice president of Schneider Electric. Mahan served as vice chair in 2020 and has served on the board since 2018. Joining Mahan as board officers are Vice Chair Basil Larkin, vice president of sales for Hestan Commercial Corp., and Secretary/Treasurer Randy Warner, vice president of sales at the Luxury Division for Samsung-Dacor. Outgoing Board Chair Allison Lowrie, chief marketing officer for ANGI Homeservices, will remain on the board as a director. She is joined by other returning board members Kristen Elder, showroom and builder vice president, Ferguson Enterprises; Jan Heck,

ISFA Member since 2011

IN THE INDUSTRY president and CEO, Miele USA, and Jan Neiges, CMKBD, Principal, Jan Neiges CMKBD LLC. New directors joining the board include, Louis M. “Lou” Rohl, founder of House of ROHL, son of HoR Founder and Kitchen & Bath Hall of Famer Ken Rohl, who also served on the board, and Mikael Akerberg, CEO of Nobilia North America. Board members Lorenzo Marquez, founder and president of Marqet Group, and Steve Joseph, founder and CEO of Smart Home Products, have completed their terms.

Leon Zanger, Founder of Walker Zanger Passes Away

Leon Zanger, one of the founders of the American stone and tile design resource Walker Zanger, died at the age of 93 because of complications of COVID-19. Born in Belgium, Zanger and his family fled Europe during the 1940 German invasions and immigrated to the United States when he was 12 years old. Before the family arrived in the United States, they settled in Portugal for a few

16 • Vol. 14 / Issue 1 • International Surface Fabricators Association

years where Zanger watched in awe as workers paved the streets with marble. This first experience with this extraordinary material — which Zanger had only seen used at museums and palaces of Belgium — never left his mind. It would lead to the Walker Zanger brand’s inspired beginnings.

He started Walker Zanger in 1953 with partner Marvin Walker, importing marble from Portugal and pioneered the use of the material for tabletops. In 1963, Zanger began importing stone tiles, breaking open the stone tile market in residential settings.

The company grew from there, expanding to find unique products to allow the creation of bold visions and unconventional designs.

Lapitec Revamps Website

Lapitec recently presented its updated website at www.lapitec.com, featuring revamped content and high-impact graphics. Available in four languages (English, Italian, Spanish and German), this intuitive site is designed to help users discover the product in a simple way, encouraging them to explore the numerous possible applications assisted by photographs of completed projects.

The website can therefore be used as a working

tool to meet project requirements — users can carry out advanced searches by intended use, for example, or by shade or finish. The new website forms part of a wider rebranding process that began in 2019.

HDI Announces Acquisitions

Hardwoods Distribution Inc. (HDI), through its subsidiary Hardwoods Specialty Products US LP (Hardwoods), purchased Aura Hardwoods.

Aura will operate as part of the Hardwoods Northern California Group led by General Manager Mike Couture. Together, with Senior General Manager of California Nick Smith, they are responsible for optimizing Hardwoods’ expanding California business. Additionally, HDI, through its subsidiary Rugby Architectural Building Products, purchased River City Millwork which operates in Rockford, Ill. It will continue to conduct business under the River City Millwork brand at its current location, as part of the Rugby Architectural Building Products division of HDI. Within Rugby, the new acquisition will operate as part of the Rugby Midwest Region with oversight

by Midwest Regional Manager Rod Beason.

ISFA Member since 2005

ISFA member since 2018

NEW COLORS AND MATERIALS solve the needs of formed or flat panel separation solutions.

Antolini Antolini introduced its newest marble, Lincoln Stone, to the extensive Exclusive Collection.

Lincoln Stone is a delicate, elegant and timeless natural stone, distinguished by a sophisticated surface, which appears as a precious work of art.

Antolini’s carefully selected natural stone designs allow for stylistic freedom. With worldwide exclusivity over astonishing materials and sole access to the quarries, Antolini is able to offer desired and recognizable natural masterpieces in multiple finishes through a network of distributors and partners.

LARGE FORMAT - Fincibec, OVER

Caesarstone Whitelight, Caesarstone’s newest collection, reveals lighter neutral colors for interiors that provide a sense of wellness and serenity. Crisp pearly lusters and soft sandy hues connect the home from the inside with the earthy warmth of the world outside. This lightness creates a sophisticated backdrop, refocusing humancentered spaces that merge style with cleanliness.

The Whitelight Collection includes two new designs: the flowing beauty of dynamic veining with 5171 Arabetto, and the graceful timelessness of the classic 5112 Aterra Blanca. The two surfaces will be featured alongside 5114 Calacatta Maximus and the stylish beauty 5151 Empira White. Also part of the Whitelight Collection are 5143 White Attica, 1111 Vivid White and 5031 Statuario Maximus.

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Aristech Bellis 6730, by the STUDIO Collection®, is a fine, cool white particulate pattern that invites the eye in for a further look. This modestly complex new material was designed in a 6mm panel caliper, to meet the needs of the growing partitions market and serve the requirement to separate spaces differently. This clean, Class I handcrafted architectural resin is bacteriostatic, hygienic and one of the cleanest most malleable materials to

Corian Making designs take shape is easier and more efficient than ever with new Corian® Solid Surface

18 • Vol. 14 / Issue 1 • International Surface Fabricators Association

in Widesheet Dimensions featuring Class A Fire rating – more sizes and colors!

The Corian® Design support network has stood side-by-side with architects, designers and fabricators across the globe for more than 50 years, working to provide local service and support to customers so they can create solutions that solve the toughest design challenges. It helps optimize the fabrication process for faster installations in applications that previously required multiple sheet seams to be joined. For the typical project, this means faster, less laborintensive installation periods, and less material for fabricators to inventory. It’s perfect for large-scale commercial applications and businesses including healthcare, education, food service and retail.

CoveringsETC CoveringsETC, a provider of sustainable hard-surface finish materials, launched its new product line Urban Fossil – an alluring collection of Terrazzo designs that are made of 100 percent recycled material and is also 100 percent recyclable. CoveringsETC’s Eco-Terr® family of products offers a select variety of specialty Terrazzo finishes, while following strict Future Friendly™ guidelines that showcase a production model for circular economy initiatives that contribute toward a zero-waste society. The manufacturing process of Eco-Terr is chemicalfree with zero VOCs, which improves indoor air quality and it does not support microbial growth.

Eco-Terr has an LCA of 60+ years. The Urban Fossil collection has a contemporary look with a diversity of aggregates that vary in shape, size and color, making each piece unique.

Crossville Crossville Porcelain Countertops in unpolished Femme Fatale are 100 percent pure porcelain slabs ready for creative fabrication and lasting installations. The modern, timeless look of Femme Fatale coupled with its superior performance characteristics make it great for residential and commercial applications. With the enduring porcelain body, UV- and freeze-thaw stablity, Femme Fatale can be fabricated for outdoor use with no worry of yellowing, fading or discoloration. This durable surfacing material is resistant to cracks and stains. Extremely low maintenance and simple to clean, the Femme Fatale Crossville countertops are made to be strong and stylish for years to come.

Dekton by Cosentino

Durat

Cosentino expanded the color offering for Dekton Slim, the large format surface with an ultrathin 4mm thickness, which includes four hues from the Dekton 2020 and Natural Collections.

The new colors include Helena, Laurent and Rem from the 2020 Collection, and Aura15, a luminary from the Natural Collection. These latest additions bring the Dekton Slim offering to a total of 20 colors, further expanding its potential applications. Created from a blend of raw materials like glass, quartz and porcelain, Dekton has a high resistance to UV rays, scratches, stains and thermal shock. It can be quickly cleaned with a damp cloth and soap, and no sealing is required. Its large format covers sizable surfaces, reducing the number of joints needed.

Durat’s Solids collection, a colorful take on solid surface, has colors ranging from modern neutrals and retro hues to Durat’s signature oranges, greens, reds and blues. The only U.S. made solid surface designed in Europe, Durat offers a customizable option to allow minimization of waste during manufacturing, reducing project costs and creating a solution for your design.

There are no minimums for purchase with Durat’s custom color match program. Durat also offers integrated color-matched sinks in the solids collection. Design with Durat’s solid colors for your seamless, sustainable solid surfaces.

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Durasein Daltile Daltile launched two new designs into its ONE Quartz National Marble Series. These new colors are made in the United States with imported materials in Dal-Tile Corporation’s quartz plant in Dickson, Tenn. These two new marble designs, Statuary Unity and Statuary Glory, offer beautiful wide veining against modern white backgrounds, with Glory’s background just a hint warmer than Unity’s. Both designs are extra-large quartz slabs (136 by 79 in.) and are available in 2cm and 3cm thicknesses nationwide.

A crisp, clean and modern interpretation of a classic Calacatta veining pattern, Light Haze

by Durasein is a perfect solid surface decor for projects you’ve been dreaming of! This lustrous color and classic veining may look like they came straight from the quarry, but behind its pretty face, the material is one tough customer – standing up to scratches, impact, fire, stain and chemical damage! Accompanied by a wide range of fabrication benefits setting it apart from its natural inspiration, it can be bent, twisted and kept looking fresh. Looking for something different? No sweat! Take a stroll through the company’s numerous collections and you’re sure to find a material match made in heaven.

elementAl Surfaces elementAl Surfaces launched six new colors in its high recycled content acrylic line of sheet goods, the Heavy and Light Collections. The Heavy collection’s newest color offerings are Swagger and spectrAl. The Light collection introduces its colorful trio Aurora, Starburst and Lantern and their darker counterpart Blacklight.

These semitranslucent panels spark curiosity and evoke feelings of light and transparency in any space. They are available in various sizes and thicknesses and have a color match program for designers who have their own ideas. elementAl is made in the United States and distributed exclusively by CaraGreen.

Formica/Everform Solid Surface Formica recently rebranded its solid surface offerings as Everform™ Solid Surface and offers eight new designs that bring the solid surface collection to 38 patterns, influenced by terrazzo, micropattern, soft and ethereal trends.

International Surface Fabricators Association • Vol. 14 / Issue 1 • 19

responsibly made, eco-friendly countertop material. As most of the names of IceStone’s colors are inspired by nature, so is Ocean Grass, which consists of large blue glass with tiny hints of clear and emerald green glass in a soft white background. IceStone is stain- and heat-resistant, UV stable, and doesn’t have to be sealed. IceStone is also a Cradle to Cradle certified countertop surface made in America.

This quality product is ideal for high-traffic environments with its renewable, hygienic and nonporous properties. Everform Solid Surface can also be molded into virtually any shape to support maximum design flexibility and pairs beautifully with coordinated accessories such as sinks and wet walls. It’s perfect for commercial surfaces and is particularly well suited to healthcare and education design projects.

Hanstone Quartz Inspired by nature and designed for everyday, there are five new colors from HanStone Quartz. Calacatta Extra features bold and confident veining. Calacatta Venato expresses elegance with its classic veining and warm hues.

Parchment and Vellum continue the pattern of warmth found in the 2021 colors, echoing the simplicity of nature, while Paros brings together calm and complexity with this sophisticated design inspired by the Greek isles.

GEOS GEOS Recycled Solid Surface launched its Curated Collection, a refined palette of 10 colors named after geographic locations whose landscape is reflected in the recycled glass that makes up the products’ unique aesthetic.

Destinations such as Auckland, Avalon, Rincon (pictured here) and Juneau are expressed by emulating the landscapes and waterways with green, blue and brown glass suspended in contrasting backgrounds. GEOS is a go-to surface for biophilic design.

HI-MACS LG Hausys made several new color introductions to its HI-MACS® brand. The new Wood Collection consists of three colors: Crème Oak, Gray Teak and Dark Walnut. Four new colors were also added to the Aurora Collection: Aurora Ecru, Aurora Midnight, Aurora Frost and Aurora Ocean Gray. HI-MACS colors offer durability and are manufactured to prevent everyday wear and tear, as well as a high resistance to stains, chemicals and heat.

Laminam The new Laminam surface Ardesia a Spacco is inspired by “Pietra di Lavagna,” a natural slate that’s been used for 2,500 years. With its silky surface, Ardesia a Spacco is available in a traditional Nero (black) and an original Bianco finish (pictured here). The search for aesthetic uniqueness combined with Laminam’s technological potential brought about the development of a surface structure where the deepest split, which can reach a depth of 1.5mm, is gently in contact with the shallowest split. The result offers interior designers and architects a product that combines performance with the beauty of the material that inspired it.

It has expanded applications such as kitchen countertops, in traditional or facade construction and in design.

Hanex Solid Surfaces The Cascade and Venato color palettes are bringing a new level of warmth and sophistication to the Hanex line with eight new colors. The Cascade Color Palette features six designs, all with subtle movement, with colors ranging from white or grey to beige or black. Cascade is designed with elegance and refinement in mind. The Venato Color Palette brings bold and striking veining to the forefront.

Featuring Venato Sparkle and Venato Snow, these marble-inspired designs are made to enhance the look of any space.

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Meganite

IceStone Made from 100 percent pre-consumer recycled glass, cement and nontoxic pigments as its three core ingredients, IceStone is a sustainable,

New colors of Meganite solid surface created in collaboration with international color guru Leatrice Eiseman (Leatrice Eiseman.com) are available now. Developed for use in many applications, this contemporary collection of neutral shades is both subtle yet durable. It creates a timely and inviting aesthetic that provides a sense of strength and resilience in

ISFA member since 2020

the new normal environment. The ALL-NEW enhanced antimicrobial solid surface, AcryMed, is certified in accordance with ISO 22196 and JIS Z 2801 testing standards, and it offers integrated hygienic surface protection. The technology protects the product itself against stain and odorcausing bacteria, and does not protect users or others from disease-causing bacteria. Regular cleaning cannot be replaced.

application. These slabs are also among the safest and most hygienic materials available, without compromising on performance and visual appeal. The SIX•S Collection consists of Himalaya Crystal, Layla, Abu Dhabi White, Amazonico, Winter Dala and Summer Dala.

the Evermoin® Collection — Angel White — a fresh option engineered for environments like healthcare facilities that require ultra-hygienic materials.

Torzo Surfaces

Radianz

MSI MSI introduced Q with LumaLuxe. The material has the same qualities that make Q quartz a durable and beautiful surface, but it has additional technology to enhance realism and depth. LumaLuxe is a Quartz breakthrough that enhances the way light interacts with the surface.

An exclusive MSI formulation, it enhances countertops’ beauty, improves shine, dimension and drama, with colors and patterns you can’t find anywhere else. It’s manufactured using the internationally patented Bretonstone® system of Breton S.p.A. based in Italy. As with MSI’s other premium quartz countertops, Lumaluxe is waterproof, stain- and mildew-resistant and food-safe.

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Radianz® added 15 new colors and patterns to its 2021 line of nonporous, heat- and scratchresistant quartz surfaces, manufactured with Breton technology. The additions feature stylized surface options emulating natural stone. Three newly added white colors — Angel, Polar and Pacifica White — round out the Radianz Classic Collection palette, providing beautiful options for commercial and residential applications. Four new Cirrus Collection colors — Pegasus, Aries, Starry and Aquarius — are inspired by precious metals, delivering a sense of elegance and luxury, perfect for contemporary designs. All eight new colors in the premium Cirrus Collection combine high-end quality and exquisite style, with most colors and patterns available in jumbo sizes of 65 by 130 in.

The Pacific Collection from Torzo Surfaces embodies the Northwest’s rugged coastline and timber heritage. Towering evergreen forests are a hallmark of the Pacific Northwest. The company’s home state of Oregon is a leading producer of wood products, sustainably sourced from vast timber lands of Douglas fir and Ponderosa pine.

TorZo infuses recycled wood waste with organic dye and acrylic resin to create a durable and unique architectural surface with Cascadian aesthetic. Pacific is available in colors ranging from warm and neutral to cool and dark.

Recycled wood chips are FSC-certified and there is no added urea formaldehyde.

Vadara Staron

Neolith Neolith® launched its Six•S Collection which reflects the material’s design techniques of realism and unique-to-touch finishes. Inspired by global biodiversity, green principles and the ongoing fight against COVID-19, these new introductions look beyond immediate visual appeal, exploring Neolith’s core values. All Neolith slabs are 100 percent natural, carbon-neutral and suitable for professional or residential surfacing 22 • Vol. 14 / Issue 1 • International Surface Fabricators Association

Staron® expanded its 2021 line of premium solid surfaces with 18 additions. The new colors deliver the same solid performance for which Staron is known: nonporous construction for easy cleanup, durability, low maintenance requirements and dimensional flexibility for use in numerous commercial and residential applications. Fourteen new colors belong to nature-inspired collections.

Two new colors — Bologna and Torino — are in the Terrazzo Collection, providing the oldworld look of aggregate. Arctic White joins the Supreme Collection, providing a stunning option with marble-like veins that appear to shimmer in changing light. There’s also a new addition to

Vadara Quartz added six new fashion-forward colors to its 2021 lineup. Bella Dolce, Calacatta Fresco, Calacatto Oro, Cascada Perla, Solano Bella and Varenna represent the next generation of Vadara’s handcrafted quartz surfaces. A musing of the natural patterns found in quartzite and marble, the new hues expand the calacatta and artisan-inspired collections. The latest additions feature unique design aesthetics with dimensional backgrounds and dramatic, dynamic veining inspired by the stories of nature.

Designed for modern living, the surfaces are hygienic, durable, offered in both 2cm and 3cm thicknesses and are intended for most interior applications.

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ISFA member since 2012

kitchen islands, with fewer seams. They are available in 2cm and 3cm thickness and backed by a 15-year transferable warranty.

of the new colors are available in 2cm and 3cm thicknesses in Jumbo slabs (130 by 65 in.), with Thasos also available in Standard slabs (119 by 56 in.).

Viatera The LG Hausys Viatera quartz surface brand introduced several new colors for 2021. The Viatera Urban Collection and Viatera Calacatta Collection expand the brand’s total number of collection offerings from three to five. A new color, Adiago Gold, has been added to the existing Viatera Masterpiece collection. The Urban Collection debuts with two colors: Metro and Gotham, both available in Brushed Finish.

The new Calacatta Collection offers a bright, natural white background, intricate veining and large, elegant patterns. Each new Viatera color comes in a Jumbo II size slab of 63 by 130 in., which can accommodate larger layouts, including

Vicostone Vicostone, a leader in design-driven, quartzbased engineered stone, added seven new colors in 2021. New white-marble-looks feature warm veining and ultra-defined details that are on-trend and stylish. Exotic patterns and captivating compositions inspired by nature showcase Vicostone’s innovative manufacturing capabilities.

All of the colors are available at its showrooms and distribution hubs in Dallas, Houston, Atlanta and Chicago. Samples can be ordered online or via authorized Vicostone representatives. All

Wilsonart Wilsonart, a leading manufacturer of engineered surfaces, launched its Calacatta Quartz Collection. The new designs are inspired by Calacatta marble, derived from Italy’s Carrara region. Wilsonart’s design team spent months refining the vibrant whites and deep, elegant veining of its Calacatta Collection, providing timeless designs that effortlessly complement a wide variety of interiors.

ISFA member since 2013

24 • Vol. 14 / Issue 1 • International Surface Fabricators Association

ISFA member since 2005

Accounts Receivable:

Dealing with the Negative Effects of the Pandemic and Economic Downturn

BY KEVIN COLE, EDITOR At the virtual ISFA Annual Conference held at

the end of last year, participants were treated to

two full days of expert presentations, networking opportunities and breakout sessions in which

the current conditions the industry faced were

the center of discussion. Numerous topics were brought up and one of them was the difficulty many were facing getting paid. This seemed

particularly troubling for those who focused more on commercial work.

In many cases fabricators talked of projects

stalled out, builders drawing out payment well beyond the set terms and even potentially

defaulting as, unfortunately, some businesses went under. At the same time, cash flow was critical to keep the lights on, the machines

running and whatever work there was flowing

through the shop so that the businesses could hold on long enough for things to turn around.

Obviously it is difficult for businesses that have paid for inventory and spent the

manhours getting jobs done to then have to

wait exorbitant times to see the fruits of their

labor. This can snowball on itself when these businesses are also having to pay their staff and their own operating costs.

with your vendors when at times it is difficult just to make payroll?

We asked a couple of fabricators, one more

residential geared and one more commercial oriented, to find out how they handled it.

Additionally, we inquired with a distributor to

see how they can help their customers to come through intact and ready for the upswing that

everyone is hoping will arrive with the end of the pandemic now in sight and, with that, hopefully the strengthening of the economy.

(Mostly) Residential Viewpoint Kevin Maxwell, owner of Maxwell Counters Inc. in Central Illinois, offered his input. Maxwell Counters works with a variety of materials, including laminate, solid surface, quartz

surfacing, natural stone, sintered materials

and even butcher block. The company goes to market via both wholesale and retail channels, fabricating and installing largely residential but also commercial projects.

While Maxwell said he hasn’t seen much of a

significant impact on average days to pay, he

did say that problems with collections are most

frequent with kitchen & bath outlets and builders, which then impacts downstream suppliers.

While things have started picking back up for

“Failing to collect down payments, or completion

were seen before the pandemic, there are still

leaves suppliers unpaid,” said Maxwell. “So we

This is especially true after the second and

collecting in a timely manner.”

some, although for most not to the levels that

payments and then chasing outstanding money,

funds out there that many are trying to collect.

have measures in place to make sure we are

third spikes of the pandemic, which put a lot

He explained that every Thursday he holds a

of companies in precarious situations not only with their accounts receivable, but also with their accounts payable. At the same time,

fabricators were having to come up with new ways to communicate with customers, meet demands with a reduced output capacity and alter processes to meet various new

governmental standards to prevent the spread

of COVID to workers and clients. Implementing alternative strategies in a short time can be even more taxing on cash flow.

So, how do you overcome the drying up of

receivables while keeping your business afloat?

And, how do you avoid damaging relationships 26 • Vol. 14 / Issue 1 • International Surface Fabricators Association

short (15-minute) management and bookkeeping review of accounts receivable in which his team discusses any outstanding balances and action items. They go over accounts and monitor

collections that can be updated by managers

or bookkeeping staff. “If necessary, we exercise

lien rights,” said Maxwell. “Rarely do we need to progress past initial lien letter notification.”

When asked what measures he would suggest

companies avoid when trying to collect payment owed, Maxwell said, “You can't be afraid to ask for payment. I hear people express concern

they don’t want to upset a customer, but good customers pay on time.”

At this time, he said he doesn’t believe the current conditions will affect the way he operates his business in the long term.

While Maxwell Counters seems to be doing OK

with its tried and true methods of collections and

not really experiencing many problems, that’s not the case with everyone.

Commercial Perspective Michael Bentz, who works in the accounting

department for large solid surface, millwork and casework company ASST in McSherrystown, Pa., offered perspective from the commercial side of the business. ASST fabricates and

installs engineered materials for Division 6

and 12 commercial projects, working in the

healthcare, education and corporate arenas,

and while business has been relatively stable over the past year, they have seen some changes in their receivables.

“We are seeing the length of time increasing for

most payments,” explained Bentz. “More of our customers have gone silent when it comes to communication about when payment can be

expected.” And obviously, that is problematic.

As such, ASST has put measures in place to try to help ensure it is able to collect payment in a

timely manner. “We try to stay in better contact with our customers and communicate more

effectively,” said Bentz. "Everyone benefits from timely payment because as projects run more smoothly, we can avoid costly delays.”

He explained that ASST is using the mechanic’s lien and bond claim process, and will be doing more proactive work in this area to protect the company’s interests. However, he also

suggested that it’s smart to avoid being inflexible and unwilling to communicate with customers,

adding, “Negotiation is key and working together is necessary to get a desired result.”

our business operates long-term. Caution will be the watch word.”

A Distributors Advice on the Situation CaraGreen, a distributor based in Raleigh,

N.C., of sintered stone, sustainable composite materials, solid surface, bio-based surfaces

and bio-UV quartz, offered its take on the best way to deal with problems with collections.

CaraGreen is a bit different than some other

it is really important to have a measured,

understanding approach to the conversation to avoid defensiveness and hostility,” she

expounded. “For the fabricator, don’t ignore calls for payment; that does not make them go away, and it only increases the concern

of the distributor. Communicate, cooperate

and collaborate on ways to work together to resolve the issue.”

distributors, taking a forward-looking stance

As far as things returning to normal,

alternatives to conventional building materials

hoping the vaccine would gain traction and

an effort to give them new tools and materials

schools and social institutions. “There was

spaces. However, the company definitely has a

going to get released late in the spring and

and curating a collection of more healthy

McNaughton was optimistic about the spring,

that it promotes to architects and designers in

drive the need for people to go back to offices,

to build more sustainable, but still beautiful

a lot of business that was put on hold that is

solid understanding of distribution in general.

early summer. That, coupled with the economic

Jessica McNaughton, president of CaraGreen,

be enough to kickstart the economy again

gave her insight from a distributor’s point of view. She said that her company has seen several customers experiencing cash flow

problems right now. McNaughton explained that while some residential businesses

remained strong throughout the pandemic,

there were commercial projects that were put on hold, which meant payment schedules

negotiated as part of the project sometimes

meant that CaraGreen’s customers were not being paid.

When asked what advice McNaughton might offer to fabricators that have been put into financial troubles because of jobs that are

slow to pay, she said, "Communicate with us. Nothing is more frustrating than trying to chase down payment and not getting

a response. We consider our fabricators

our partners and want to be able to have

transparency. If you are not being paid, or

able to pay right away, let us know so we can manage our business on our end."

stimulus for small businesses, will hopefully in 2021,” she explained. “There will be an

inherent desire for space because we have all

gotten used to separation. I find it very hard to stand really close to someone now because it feels unnatural. The buildings we used to

frequent are going to need redesigning for this new desire for separation. It will be interesting to see how the open office concept changes, and how surfacing plays a role in building these new spaces.”

In closing, McNaughton discussed ideas that

fabricators would benefit from long-term once the economic crisis passes. “If we learned

anything, it is that an online presence is critical.

We were already there, with social media

platforms, content creation, education courses

and webinars, as well as a podcast and a blog.

So,we had a good digital presence, but we

had no idea how important that was going to be until the pandemic hit, and the only place you could be found was online, as in-person visits were on hiatus,” she said. “Fabricators

When asked when he might expect things to

If you have good distribution partners, they

need to come to this same realization. Right

“normal,” Bentz replied, “I don’t think it will be

on payment plans, deferrals, or extended

be dependable. A fabricator’s website needs

concessions from our fabricator partners," said

exactly what they need, or they will go away.

rapport regarding payments today can benefit

visualize slabs, get quotes or interact with

ease up making the collection process more

soon. The economy will need to fully open and

people will have to get more comfortable going

out and returning to places that have become a

threat to their health. With the length of time that will have passed before this happens, I believe it

will be a significant amount of time before things normalize.”

In the end, Bentz said the process changes

ASST has made will likely affect collections for the business in the long-term, saying, “I

suspect that many changes will remain and I don’t see how it couldn’t affect the way that

should be understanding and work with you

now foot traffic and word-of-mouth just can't

terms. "There are times we may need

to look sharp, be intuitive and give the clients

McNaughton. "Establishing open, transparent

Having good tools on a website to help clients

the distributor down the road."

people in real time will be key differentiators for

When it comes to advice for fabricators, she offered up her advice on measures that may work well when they are in tough financial

situations and ways to best work with vendors.

“If a company is struggling, the last thing it

needs is some distributor coming in swinging their … legal action. For the distributors

fabricators going forward.”

Editor Kevin Cole, who can be reached at kevin@ isfanow.org or (815) 721-1507, wishes to acknowledge and thank Kevin Maxwell and Maxwell Countertops, Inc. (www.maxwellcounters.com), Michael Bentz of ASST (www.asst.com) and Jessica McNaughton of CaraGreen (www.caragreen.com). Without their time and assistance this article would not have been possible.

International Surface Fabricators Association • Vol. 14 / Issue 1 • 27

ISFA FABRICATOR PROFILE

Hard Rock Stone Works

BY KEVIN COLE, EDITOR

Hard Rock Stone Works was founded in 2005 by three people who had a shared vision to develop a successful business during a time when the countertop/surfacing industry was booming.

They worked nonstop, took a few chances

surfaces, which in turn increases its visibility

and, with the support of family and friends,

in the market. “Offering all of these materials

their business grew. Today they’re proudly a

really holds our staff to a higher standard,”

leading fabricator with a talented team and

explained Amodeo. “We are constantly

highly advanced machinery and equipment

learning and adapting to the characteristics

to expertly handle virtually any stone or

of each product, through material handling,

hard surface material. Along the way they’ve added fine cabinetry, professional plumbing, a commercial division and "Rock Shop," an online store.

“We started with a few guys doing everything from selling to installing,” explained Hard Rock Stone Works President Steve Amodeo. “Now, after 16 years of planning and hard work, we

fabrication, installation, and continued care and maintenance.”

However, he said it is not without at least some drawbacks, with the primary one being that it’s more challenging to reduce remnants because of the wide variety of materials being fabricated on any given day. As such, the

Over the course of 16 years, Steve Amodeo lead Hard Rock Stone Works from a small crew to a company with 150 employees and two locations.

company works diligently to get the most out

are a leader in the industry with roughly 150

of the materials everyday.

employees and two showrooms.”

Into the Commercial World

Hard Rock Stone Works offers granite marble,

After many years focusing on residential

quartz, quartzite, soapstone, porcelain

work, more than half a decade ago Hard Rock

and ultracompact surfaces (i.e., Dekton

Stone Works decided to test the waters in the

by Cosentino). This allows the company

commercial arena, and it has certainly paid

commercial division of Hard Rock Stone

to be able to proudly advertise itself as a

off for the company. In the beginning, the

Works. “With the six team members, we have

virtually one-stop shop for nearly all high-end

company started with a single employee being

more than 60 years of experience in the stone

28 • Vol. 14 / Issue 1 • International Surface Fabricators Association

a one-man commercial team. He estimated and sold jobs, and was also a project manager.

This quickly became too much for one person with such a large demand in the commercial world. Now six employees are part of the

ISFA FABRICATOR PROFILE

industry,” explained Amodeo. “We have three estimators, two project managers and one sales rep. All of them are well diversified in the other fields of their day-to-day tasks. Many have come from different departments within the company, from fabrication and installation to purchase management and engineering, allowing us to be fully faceted in all aspects of the commercial building process. We utilize the latest software for takeoff and for submitting our quotes. If you can dream it, we can make it happen.”

Amodeo also talked about the valued engineering that Hard Rock Stone Works offers

Hard Rock Stone Works bills itself as a one-stop shop, offering not only a variety of surfacing materials, but also also professional cabinetry and plumbing services.

to its commercial clients. “In the construction industry, it is common for projects to tend to go over budget. This is where value-engineered alternatives can come into play,” he offered up.

“Typically, when a stone is specified, whether it be a quartz, marble, granite or other materials, there are other stones that are similar and can be a fraction of the cost. So, we always give a base bid proposal for the specified materials. Then we supply our clients with an alternate bid for the other very similar surfacing options. This gives our clients a side-by-side

our 3-D laser templators allow us to precisely measure not only in everyday-type projects, but in particular custom areas such as fireplaces and shower surrounds.”

In addition to technology, Hard Rock Stone Works has grown by offering cabinetry, having carpenters on staff and working with professional plumbers to offer one-stop shopping convenience. “We are a customerdriven company with our No. 1 goal being

comparison on where they can save on costs.”

to provide the best experience possible. We

Now, commercial work makes up 25 to 35

our competition isn’t equipped to back up

percent of the company’s business!

The Steps to Growth So how does a company with just a few employees push growth so much that they are now cutting 3,800 sq. ft. of natural stone and

have unique services and warranties that or stand behind" Amodeo explained. "We

The company handles only stone and hard

proudly display a large range of standard to

surfacing materials, with 38 percent being natural

exotic slabs at our Sterling Heights location

stone and 62 percent being engineered materials.

and offer a range of reliable cabinetry out of our Troy location. Our showrooms are also astounding, once we get a potential customer

continued. “Each segment is roughly equal,

through the door it is almost impossible for

although as mentioned before, retail is a bit

them to say no to HRSW.”

heavier than the other sales categories.”

technology has greatly impacted our success.

“We handle all facets of sales through any

As far as the materials of choice in Hard

BACA robotics has been a great partner to

source possible. We divvy the sales up

Rock Stone Works’ market, Amodeo said

us,” said Amodeo. “Plus, the ability to use

into four segments: Commercial, National

without a doubt that quartz surfacing has seen

SlabSmith to photograph our inventory and

Accounts [big box stores], Premium Accounts

exponential growth and dominated the industry

provide slab layouts to our customers sets

[kitchen & bath outlets, builders, designers

year over year for quite a while. “We carry a

us apart from a lot of the competition. And

and contractors], and Retail [direct sales],” he

wide variety of quartz manufacturers samples,”

another 6,200 sq. ft. of engineered materials a week? One big way is to invest in the latest technologies. “Investing in and embracing

International Surface Fabricators Association • Vol. 14 / Issue 1 • 29

ISFA FABRICATOR PROFILE The company goes to market in a variety of ways from direct sales and big box stores to kitchen & bath outlets and architects and designers. This diversity often leads to amazing projects such as this one with Mont Tremblant Quartzite. The kitchen was designed by Kirkshire Design Group and the home built by Cranbrook Custom Homes.

said Amodeo when asked about the popularity of quartz surfacing, “However, I do not believe that one brand necessarily matters too much to the end user. Their decisions are driven based on availability, price and color palette.”

The Current Climate and Looking Onward With the strange past year everyone has faced, which included the pandemic alongside of socio-economic and political unrest, Hard Rock Stone Works has fared well. “I am fortunate to say that as a team we have put forth an extensive effort to get creative and thrive during these times,” explained Amodeo.

"We have invested a lot of time to adapt digitally, including providing estimates via our website or live chat, virtual slab views and our online inventory, or our 3-D room visualizer.

We have aggressively sought and created solutions.”

He also highly credited his staff for being very disciplined when it comes to safety in the time of COVID-19. They not only regularly sanitize and wear their masks to avoid the spread of the virus, but also provide personal protective equipment to their clients to help ensure that everyone stays safe and healthy.

But they didn’t get where they are alone.

“Being involved in the industry is extremely important,” Amodeo expounded on the worth

(Middle image) The countertops here were fabricated by HRSW of both Aurea Quartz and Macaubas Fantasy Quartzite. The kitchen was designed by Kirkshire Design Group and the home built by Cranbrook Custom Homes.

(Bottom image) In an average week, the company cuts 10,000 sq. ft. of hard surfacing material, with the largest portion being used in direct residential sales.

30 • Vol. 14 / Issue 1 • International Surface Fabricators Association

ISFA FABRICATOR PROFILE Hard Rock Stone Works has invested heavily in taking advantage of digital fabrication and advanced machinery, such as 3-D templating, online visualization tools and state-of-the- art robotic cutting systems.

of learning from others: “We really value the strength of our partnerships in the industry.

We proudly host tours, events, and meetings to our main connections, and have an extensive network of people both inside and out of the industry.”

When asked for advice to others in the

are doing yourself a disservice. However, make

Certainly, this is a sign of bigger things to

surfacing/countertops industry, Amodeo had

sure to choose your partners wisely because

come.

this to say, “Be positive. Be professional. Lead by example. Don’t be afraid of change. It’s easy to become stagnant and set in our ways.

they can make or break your business.”

“We are extremely optimistic about the future

Editor Kevin Cole can be reached at kevin@isfanow.

and are thankful to move forward in a positive

org or at (815) 721-1507.

yourself and adapting to the world and

direction,” added Amodeo. And in all reality,

For more information on Hard Rock Stone Works visit

technology that is forever changing, then you

right now who can hope for better than that?

www.hardrockstoneworks.com or call (586) 532-7763.

If you are not staying on your toes, educating

ISFA Member since 2018

International Surface Fabricators Association • Vol. 14 / Issue 1 • 31

Industry Outlook A forecast for the countertops industry for 2021 and beyond

BY KEVIN COLE, EDITOR & PUBLISHER

Forecasting is never a simple task. Our economy

“U.S. Real GDP growth will rise by 2.0 percent

other and are difficult to align or predict. The

over-year) in 2021,” according to a statement

has many complex pieces that affect each

(annualized rate) in Q1 2021 and 4.4 percent (year-

U.S. Housing Starts Historical Data Year

Total

Single-family Multi-family

released February 10 by the Conference Board,

2006

1,800,900

1,465,400

335,500

a 501 nonprofit business membership and

2007

1,355,000

1,046,000

309,000

research group. “Following a lull in the economic

2008

905,500

622,000

283,500

recovery in recent months, we expect the pace

2009

554,000

445,100

108,900

further complicated by the current social unrest,

of the rebound to reaccelerate as new COVID-19

2010

586,900

471,200

115,700

2011

608,800

430,600

178,200

the COVID-19 pandemic that has taken more

expands and the prospects of another large fiscal

2012

780,600

535,300

245,300

2013

924,900

617,600

307,300

2014

1,003,300

647,900

355,400

2015

1,111,800

714,500

397,300

2016

1,173,800

781,500

392,300

2017

1,203,000

848,900

354,100

2018

1,249,900

875,800

374,200

2019

1,290,000

887,700

402,300

2020

1,380,000

990,100

389,800

general economy is subject to change based

on a variety of elements, and some markets will

hold up through these changes while others will falter. Making a forecast for 2021 and beyond is a slowing trade war with China and, of course,

infection rates decline, the vaccination program

than 500,000 lives in the United States, drove our

support program improve. We expect the recovery

damage in various forms.

3.1 percent (year-over-year) in 2022.”

Certainly predicting this year and beyond is a

The Congressional Budget Office (CBO)

economy off of a cliff in 2020 and is still causing

to continue into next year and forecast growth of

tricky and uncertain task. However, there are

issued a forecast February 1 that was a little

educated guess as to the future. These range from

projecting the economic expansion that

some indicators that can help make a relatively

more pessimistic than the Conference Board,

broad statistics that affect almost every business

began in mid-2020 will continue into 2021,

related to the countertops industry.

prepandemic level of 3.7 percent about mid-

segment to factors that are much more closely Anecdotally, when the virus first hit, the results

affected companies in different regions or markets

but with Real GDP only projected to reach the 2021, which is still a solid rebound considering

Source: U.S. Census Bureau

Figure 1

the past year.

in diverse ways. Some were relatively unhurt,

In 2020, unemployment jumped from 4.4

uncertainty over how the first quarter and

said, as of late, many people have said they are

percent in April, slowly moving back a point

in the latest Construction Outlook by FMI, a

we move through 2021. However, this analysis

6.7 percent. However in January 2021, it fell

whereas others suffered major damage. That

percent in March to a near-record high of 14.8

feeling much more confident or even growing as

or two over the course of the year, ending at

will look at the broad factors that interplay with

another 0.4 percent to 6.3 percent.

the countertop industry and work its way down to more closely related data.

The General Economy Looking at 2020, the general economy did not fair well according to the Bureau of Economic

Analysis, with the overall GDP falling 3.5 percent

because of the pandemic. This was the worst year for the United States since the end of World War II. However, while Q1 fell 5 percent and Q2 fell

to a record negative 32 percent, Q3 hit recordbreaking GDP growth of 33.4 percent and Q4

stayed positive at 4 percent growth. Overall it was a tough year, but with an ending that is trending toward actual growth in 2021.

While the CBO’s outlook predicts the

beyond will unfold,” stated CEO Chris Daum construction industry consulting company. “While there are reasons to be hopeful as the new U.S. administration and Congress announce ambitious plans to deploy vaccines and stimulate the

unemployment will improve regularly, it also

economy, including investing in infrastructure,

pandemic unemployment levels (which

“At the end of 2019, the engineering and

assessed the United States won’t hit pre-

were basically full employment) again until at least 2024.

uncertainty remains our biggest certainty.” construction (E&C) industry enjoyed full backlogs and project pipelines, as well as strong

"As 2020 ended, many hoped that 2021

prospects for growth, despite the persistent

pandemic, turmoil surrounding the U.S.

continued Daum. “That all changed as COVID-19

uncertainty behind us. A month into the new

March of 2020. While some geographies and

not fading as quickly as we would like. Instead,

thrived, most of the industry struggled with the

would see us putting issues like the COVID-19

challenge of finding and retaining skilled labor,”

presidential election and sustained economic

began disrupting life and commerce in mid-

year, it’s clear that these and other challenges are

industry sectors remained unscathed, or even

COVID-19 continues to cause tremendous

pandemic’s impacts on people, projects and

32 • Vol. 14 / Issue 1 • International Surface Fabricators Association

Nonresidential Building Construction (in millions of U.S. $) Type

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

Lodging

35,806

25,499

11,635

9,129

10,836

13,484

16,738

21,908

26,969

28,672

31,496

33,071

28,487

22,000

19,000

Office

68,563

51,908

37,850

36,011

37,800

37,979

46,582

55,521

67,616

66,850

74,450

84,862

81,139

69,000

61,000

Commercial

86,212

54,069

40,100

42,816

47,335

53,159

62,841

65,899

78,151

87,733

95,420

80,435

83,848

73,000

66,000

Healthcare

46,902

44,845

39,344

40,204

42,544

40,690

38,647

39,147

40,157

41,916

42,642

45,560

47,512

46,000

45,000

Educational

104,890

103,202

88,405

84,985

84,672

79,060

79,681

84,771

90,348

91,213

97,777

105,374

104,508

101,000

96,000

Source: 2008-2020 U.S. Census Bureau; 2021-2022 FMI Construction Outlook forcasted

Figure 2 profits. These challenges continue to define the

percent increase in existing single-family home

conditions at architecture firms also underscore

move into 2021.”

in that same category in 2022.

the construction industry. The AIA’s Architecture

E&C industry’s operating environment as we

sales in 2021 and modest 1.5 percent increase

Overall, while there is an air of caution,

The Wall Street Journal’s economist survey,

ranging economy forecasts predict by the end

than 60 economists, isn’t as optimistic as the

particularly about a slow start, most of the wideof 2021 there will be a renewal in the general growth that slammed to a halt in 2020.

Housing The surfacing industry is tied closely to the

housing market, and in 2020, in spite of all of the troubles, it showed overall growth.

While still well below peak levels in 2006 during the housing bubble, in 2020 housing starts

grew overall by nearly 7 percent, about twice

that of 2019. Single-family housing starts grew

a healthy 11.5 percent, which was a significant

which takes into account the opinions of more NAHB, pegging housing start increases at 1.51

percent in 2021 and holding steady at the same 1.51 percent in 2022. It also projects about half the increase in home prices of 6.3 percent in

2021 and 4.5 percent in 2022 – both pretty large variations with the NAHB forecast.

Figure 1). Overall, single-family housing remains significantly below its 2006 peak, whereas

multifamily housing hit a new peak in 2019, sliding back a bit in 2020.

In 2019 the largest gains in housing were in the South, which still fared well in 2020 with a 10.1

percent overall increase. However, the Midwest, which had seen decreased housing starts in

both 2019 and 2018, saw the largest gains in

2020 at 13.3 percent. The West faired decently with a 6.2 percent increase in housing, but the Northeast fell 3.3 percent.

The National Association of Home Builders’ (NAHB) Housing and Interest Rate Forecast

released February 20 is for ongoing gains for

spending by an average of nine to 12 months,

construction activity in 2021 is projected to be

weak,” stated the report. “The steepest declines in the ABI occurred in March through May, at

and surfacing.

architecture firms are entering 2021 facing a

Nonresidential Construction three of the five major areas historically related only in the commercial and healthcare segments, of about 1 percent and 4 percent respectively.

Lodging took the biggest hit, with about a 17

percent drop, office building saw a drop of about 6 percent and education slid down about 4

continued sluggish design market.”

However, unlike FMI (which is one of the firms taken into account by the consensus), there is some optimism that 2022 things will turn

around and may to return to slow growth, with 3 percent gains in the overall building market

in 2022 matched by both the commercial and institutional sectors.

Ultimately, though, it looks like most of the

percent in 2020 (see Figure 2).

businesses leveraged heavily in the nonresidential

Unfortunately, according to FMI, the next two

rough year (2021) or potentially two, with both

years are going to fare even worse. Lodging is

predicted to drop another 20 percent in 2021 and

14 percent more in 2022. FMI pegs office building to fall 14 percent in 2021 and another 10 percent

in 2022. The FMI Construction Overview predicts the commercial segment will fall 10 percent

and 11 percent in 2021 and 2022, respectively, healthcare dropping 3 percent in 2021 and

another 2 percent in 2022, and Educational

building to fall 5 percent in 2021, but stabilize in 2022 showing relatively flat numbers.

housing starts will rise nearly 3 percent overall

average of forecasts from eight major building

to 1.45 million in 2022. It also predicts a 13.5

that the ABI leads nonresidential construction

recovery has lost momentum, suggesting that

The Consensus Construction Forecast from

in 2021 to 1.42 million and another 2 percent

Given that AIA research has demonstrated

segments that are related, such as countertops

single-family construction in 2021, though at

a slower growth rate than in 2020. It predicts

additional declines in every subsequent month.

However, in recent months the movement toward

to surfacing took hits in 2020, with gains seen

year, dropping by 3.2 percent in 2020 (see

a decline starting last March and has seen

predictions seem to bode well for any market

of the economy. However, multi-family units, and 9 percent in 2018, saw a slowdown last

trends at U.S. architecture firms, recorded

which point the downturn began to moderate.

When it comes to nonresidential construction,

which grew by more than 7.7 percent in 2019

Billings Index (ABI), which measures revenue

Taken as a whole, these housing numbers and

increase over the 1.5 percent growth level in 2019, a real boon for homebuilders in spite

the view that 2021 will be a challenging year for

the American Institute of Architects (AIA), an

market institutions, also predicts a tough year for nonresidential construction. “Business

building markets are going to face at least one FMI and the AIA consensus report predicting

2023 to be a much better year for growth. Until then, it seems the only certainty is uncertainty.

Home Improvement/Remodeling In spite of the massive downturn and layoffs in

the economy in the first half of 2020, remodeling

and home improvement continued to grow every quarter, albeit with some ups and downs.

“The interior design industry, business,

profession, and practice show positive signs for recovery from the impact of COVID-19,

emerging stronger and more adept in responding to critical issues that have emerged in 2020,” according to the American Society of Interior

Designers (ASID) in a statement it released with International Surface Fabricators Association • Vol. 14 / Issue 1 • 33

Figure 3 its recent State of Interior Design Report. “The

U.S. economy in 2020 was tumultuous, but the overall economic outlook for 2021 and 2022 is

positive despite the expected slower recovery.

Spending in the residential market had sustained the industry overall, balancing the drop in the commercial sectors.”

The Remodeling Futures Program at the Joint

Center for Housing Studies of Harvard University agreed, issuing a statement along with its latest Leading Indicator of Remodeling Activity (LIRA)

increased relatively significantly in 2020 vs. 2019,

seen since 2007 (see Figure 4). Considering

largely in the last half of the year. This represents

around 75 percent of the kitchen cabinet market

nine consecutive years of overall growth after

participates in the survey, the numbers are a

crippling declines from 2005 to 2011.

reliable gauge of where the segment stands.

Sales, as reported in the Kitchen Cabinet

Lower-end stock cabinets rose from 4.5 percent

Manufacturers Association’s (KCMA) monthly

growth in 2019 to 5.1 percent in 2020. Mid-priced

Trend of Business Survey, jumped from an

semi-custom cabinets dropped for a second

increase of just 0.6 percent in 2019 to 2 percent

consecutive year, albeit at a slower pace, falling

in 2020, however actual sales hit numbers not

1.9 percent growth in 2020 on the back of a 4.1

released January 21. “Annual gains in spending

Cabinet Sales in Billions of U.S. Dollars

homes are expected to be modestly higher in

Year

Total Sales

Overall % change

stock cabinets % change

semi-custom cabinets % change

custom cabinets % change

“The LIRA projects an uptick in year-over-

2020

$7.49

2.0%

5.1%

-1.9%

4.0%

2019

$7.35

0.6%

4.5%

-4.1%

-1.2%

expenditure from 3.5 percent at the close of 2020

2018

$7.3

2.0%

4.8%

1.8%

4.5%

2017

$7.1

2.9%

3.0%

3.7%

0.3%

for improvements and repairs to owner-occupied

(includes approximately 75 percent of industry reporting)

2021 compared to last year,” stated the release. year growth of home renovation and repair

to 3.8 percent by year-end 2021 (see Figure 3).

2016

$6.8

4.3%

4.0%

5.9%

1.3%

2015

$6.5

8.5%

12.3%

4.2%

13.6%

growth in homebuilding, sales, and home equity,”

2014

$6.0

9.2%

10.5%

7.1%

14.3%

Joint Center for Housing Studies. “In addition

2013

$5.6

20.7%

26.2%

16.3%

17.9%

2012

$4.7

7.3%

11.7%

4.5%

0.1%

2011

$4.4

-1.7%

-3.2%

0.0%

-3.0%

“The remodeling market continues to benefit from a strong housing market—including accelerating says Chris Herbert, Managing Director of the to routine replacement and repair projects,

homeowners are likely to pursue more and larger

discretionary home improvements this year as the broader economy recovers.”

2010

$4.5

-4.1%

-6.7%

-0.5%

-13.2%

2009

$4.8

-28.3%

-24.1%

-30.2%

-37.2%

2008

$6.7

-19.3%

-18.5%

-19.9%

-20.6%

-12.3%

-19.8%

-4.7%

-5.2%

Kitchen Cabinetry

2007

$7.9

Kitchen Cabinetry sales numbers are another

2006

$9.0

predictor for the countertop industry, and

the news here looks pretty good, especially

considering the obstacles of 2020. Overall growth 34 • Vol. 14 / Issue 1 • International Surface Fabricators Association

Source: Kitchen Cabinet Manufacturers Association (KCMA) Trend of Business Reports, www.kcma.org.

Figure 4

2019. “Going forward, market advances will

U.S. Countertop Demand (in millions of square feet)

be bolstered by increasing residential kitchen

% of Annual Growth Item Total Countertop Demand Total Residential Countertop Demand Total Non-residential Counterop Demand

By Material: Laminates Residential Non-residential Natural Stone Residential Non-residential Granite Residential Non-residential Marble & Other Natural Stone Residential Non-residential Engineered Stone Residential Non-residential Solid Surface & Other Cast Polymers Residential Non-residential Tile Residential Non-residential Other Residential Non-residential Average Dollars/Sq. Ft. Residential Demand in Millions of Dollars

2014 656.6 533.4 123.2

2019 810.4 674.1 136.3

2024 931.6 783.8 147.8

2029 1,030.80 872.8 158

2014-2019 4.3% 4.8% -

2019-2024 2.8% 3.1% -

297 213.5 83.5 158.7 148.6 10.1 130.1 122.1 8 28.6 26.5 2.1 52.8 50.6 2.2 103.2 81.4 21.8 31.1 27.4 3.7 13.8 11.9 1.9 32 17,050

266.1 176.5 89.6 194.7 182.6 12.1 161.6 151.9 9.7 33.1 30.7 2.4 164.8 160.7 4.1 124.3 100.2 24.1 37.7 33.6 4.1 22.8 20.5 2.3 41 27,885

260.3 166.4 93.9 227.7 214.2 13.5 187.4 176.6 10.8 40.3 37.6 2.7 230 223.3 6.7 139.5 112.8 26.7 42.3 37.9 4.4 31.8 29.2 2.6 48 37,755

259.4 162 97.4 254.4 239.5 14.9 208 196.2 11.8 46.4 43.3 3.1 279.4 269.9 9.5 151.4 122.7 28.7 46.3 41.7 4.6 39.9 37 2.9 55 48,430

-2.2% -3.7% 4.2% 4.2% 4.4% 4.5% 3.0% 3.0% 25.6% 26.0% 3.8% 4.2% 3.9% 4.2% 10.6% 11.5% 5.1% 10.3%

-0.4% -1.2% 3.2% 3.2% 3.0% 3.1% 4.0% 4.1% 6.9% 6.8% 2.3% 2.4% 2.3% 2.4% 6.9% 7.3% 3.2% 6.2%

and bathroom remodeling,” states the report.

“Consumers will be willing to trade up to more

expensive materials to improve home values. We will also see trends favoring larger kitchens and multiple bathrooms in single-family homes.”

The report puts forth that kitchen and bath

remodeling is the driving factor for the U.S. countertop market. “Dominated by kitchen

and bathroom remodeling applications market growth will be supported by the fact that

countertop replacement remains the most

popular home remodeling project,” states the

report. “Additionally, rising consumer interest in engineered stone and porcelain slabs will drive demand for countertops as homeowners look to trade up. The shift away from laminates to

engineered stone and niche materials will also support value demand growth through 2024.”

While it projects laminate countertops will

continue to maintain the largest square foot share of the market, the Freedonia report predicts

that share will continue to decline. A negative growth of 0.4 percent is expected annually

through 2024. “Despite being the dominant

countertop surface material in the United States

for decades, laminates are expected to continue to lose market share as other more aesthetically pleasing materials become more popular,”

states Freedonia’s report. “However, use of

Source: The Freedonia Group Feb. 2020 "Countertops" report

laminates will remain widespread – particularly

Figure 5

among budget-conscious consumers – due

to their relatively low price points and minimal percent drop in 2019. High-end custom cabinets

So, in the short run, this is potentially likely to

maintenance requirements. In order to stay

percent in 2020 after taking a 1.2 percent dive in

supply, possibly driving up material prices and

have expanded and diversified their offerings

this problem at www.isfanow.org/petrochem).

moved into other countertop materials, such as

showed a marked improvement growing 4 2019.

The cabinetry market definitely appears to be

impact the current quartz and solid surface

relevant, laminate countertop manufacturers

lead times for these materials (read more about

of specialty and decorative laminates and engineered stone.”

getting stronger, with the market climbing back

Regarding the countertop-specific research, The

has made quite a comeback from its low in 2011.

of the findings released in its “Countertops” report

countertops, particularly in the residential market,

examines a number of factors related to the U.S.

to more than 83 percent of its peak in 2006 and

Freedonia Group was kind enough to share some

The report looks ahead to show that engineered

With the heavy connection between cabinetry and

put out February 2020. The 225-page study

engineered marble and now cement-based

this is a very positive sign.

countertop industry (see Figure 5).

stone demand by 2024. Going forward, it

A Direct Look at Countertops

While the study was released prior to the

per year, but will be tied by “Other Materials,”

While all of the previous factors laid out influence the countertop industry, and most of them point to recovery, there is some published research

that offers more specific countertop numbers.

However, before we get to that topic, it is

important to note that troubles caused by winter

storms in February in the Gulf Coast have caused shutdowns to numerous U.S. petrochemical

plants, some of which sustained heavy damages.

pandemic, so the short-term information may

be a bit out of context, the longer-term market

predictions range all of the way out to 2029 and should be more relevant.

According to the report, U.S. demand for

countertops is forecast to increase 2.8 percent

per year to 932 million sq. ft. in 2024, valued at about $42.1 billion, a marked decline from the growth rate in the period between 2014 and

stone, which includes quartz surfacing,

polymers, will overtake granite and natural

predicts engineered stone will grow 6.9 percent largely because of tariffs/duties on Chinese

imports and the growth in large format compact materials, like sintered stone.

Lumping together solid surface and other cast

polymers, Freedonia has the group pegged with the fourth highest demand from 2019 all the

way through 2029. Of interest is that demand for solid surface in the nonresidential arena

was second only to laminate and is predicted International Surface Fabricators Association • Vol. 14 / Issue 1 • 35

to remain so through 2029. However, it is slated

the general economy down through more

The author would like to thank the federal government

(which is predicted to continue to lose market

summation to say that 2021 will be a year of

acknowledge the following sources used in the creation

for the countertop/surfacing industry after the

The American Institute of Architects (AIA), www.aia.org,

to grow at the slowest rate other than laminate share in terms of square feet).

Freedonia lists tile as the fifth highest in demand, although most would say it is more for use in

specific and related markets, it seems like a safe recovery, particularly in the residential market, volatility seen in 2020.

backsplash applications in today’s market. It

Of course, as 2020 demonstrated so clearly,

2019 to 2024, matching solid surface.

political or health-based, can be disastrous and

predicts continued growth of 2.3 percent from Lastly, the report had “Other Materials” pegged

at a growth rate of 6.9 percent between 2019 and 2024, rivaling the growth of engineered stone. It states that porcelain and sintered surfaces are

any number of factors, whether socioeconomic, difficult to factor into a business plan. There are a lot of predictions looking beyond 2020, but

it is certainly tough to know which is the most trustworthy given current unique factors.

for a variety of statistical information, as well as of this article: a professional association for architects The American Society of Interior Designers (ASID), www.asid.org, a community of designers, industry representatives, educators and students committed to interior design The Conference Board, www.conference-board.org, a global, independent business membership and research group FMI, www.fminet.com, a construction industry consulting and investment banking services company

rapidly growing in popularity, which is the driver

Taking that into account, the pertinent action is to

wood, bamboo, stainless steel and other metals.

such as issues related to labor and market

released a “Countertops” study, available for purchase

Over the long-term, if the Freedonia report is

be steadying, and hope the growth stabilizes in

The Joint Center for Housing Studies (JCHS) at Harvard

there are always factors that are problematic,

The Kitchen Cabinet Manufacturers Association

behind this category, although does mention

accurate in its predictions, even with 2020’s

damage not factored in, growth still lies ahead in the countertop industry.

solidify cash flow and face business challenges, diversification, now while business appears to

the long term. But, most of all, keep in mind that

The Freedonia Group, a research firm that recently at www.freedoniagroup.com University, www.jchs.harvard.edu

if not impossible to take into account, and so

(KCMA), www.kcma.org, a nonprofit representing

make all the difference.

The National Association of Home Builders (NAHB),

mostly positive picture, with some potential

ABOUT THE AUTHOR

of new U.S homes

overall, when looking at the data in terms of

Editor & Publisher Kevin Cole can be reached at kevin@ isfanow.org or (815) 721-1507.

Putting It All Together When viewed as a whole, the data paints a

volatility in the commercial markets. However,

36 • Vol. 14 / Issue 1 • International Surface Fabricators Association

making sure your fundamentals are solid can

cabinet manufacturers www.nahb.org, with members that construct 80 percent The Wall Street Journal, www.wsj.com, a businessfocused international newspaper

EARTH FRIENDLY FABRICATORS:

Raising the Bar in Countertop Culture

BY MATTHEW BODOFF, JESSICA MCNAUGHTON AND P. “MAX” LE PERA People have pushed back against “green” for decades, insisting it is costly and is simply an overzealous push by tree huggers who believe they need to save the planet. However, the reality is that our planet is being damaged by air and water pollution, and our natural resources are severely depleted, as we demand more and more at the expense of our planet.

It is easy to feel far removed from this in an industry where we are very consumer facing and are indulging customers’ needs to get exactly what they want, be it granite, solid surface, quartz, porcelain, sintered stone or any number of other products.

There is great hope however, and it can be found in the developing and expanding cultural values

of our “next-gens.” The generation of Millennials that we often roll our eyes at are becoming the

framework poised for virtually unlimited growth and efficacy.

Phase One — The Good Steward

new homebuyer, the new kitchen remodeler or

Early adopters who latched on to the idea of

not just on their aesthetics, but also consider the

were quick to support products made with large

got here. Following right behind Millenials are our

brands of solid surface and quartz, but also

paradigm of sustainability and all it portends in

IceStone and Vetrazzo, as well as recycled paper

recycle and repurpose.

a relatively easy first step to say that you were

Progressive fabricators are aware of this, and for

that made those claims themselves, and was a

the new designer. They choose materials based

respecting the environment in their operations

story of what it is, where it came from and how it

amounts of recycled materials, including several

teenage Gen Zs who will be reared in the growing

recycled glass surfaces from vendors like GEOS,

renewable energy and the 4 R’s: reduce, reuse,

products like PaperStone and Richlite. It was

the last several years many of them have started

to incorporate sustainable business practices into their operations.

The adoption of these environmental practices can be broken into three phases as follows:

Phase One: Offering “green” products, product transparency, water reclamation programs and renewable energy

Phase Two: Focusing on offering optimized

products, waste reclamation and employee health Phase Three: Supply chain/enterprise

integration, closed loop fabrication and

operations; sustainable fabrication certifications, circularity and synergy; and leveraging next generation technology

While this article dives into these three phases as they apply to surface fabricators, this

progression also applies to manufacturers and

distributors and has already started to take place in those areas. We will expand upon their roles when we get to Phase Three during which this

whole ecosystem takes on a more well-defined

“eco-friendly” by just supporting the brands

relatively low-cost way to get into the game.

At the GECKO facility where Indeko was inspired to take on the solar panel installation, Augie Chavez, CEO of GECKO, also had installed a rainwater recapture system to mitigate the use of municipal water, further lessening the impact that the facility has on the environment.

Other fabricators went further, like Rockin’teriors in Raleigh, N.C., who insisted on curating their offering and vetting their vendors and brands to ensure they were only offering brands that they trusted and supported their mission of

sustainability. When sintered stone came to market, they quickly embraced brands like

Dekton, Lapitec and Neolith and their resin-free, mineral-based composition, becoming one

of the premiere fabricators of these materials

in their market. Rockin’teriors also embraced sustainability as part of its corporate culture,

maintaining an exceptionally clean facility with a complete water recapture system that was

designed into the construction of the initial facility.

They also embraced a completely wet cutting and finishing system, so as to protect employees from airborne crystalline silica.

Beyond materials, renewable energy is a relatively low-cost way to get into the sustainability game, and solar panels can be added to lower energy costs, along with using skylights as a natural

lighting option. These additions are not free, but

the ROI can be realized quickly, as evidenced by Indeko, one of the leading fabricators in Mexico, who, after observing the installation of solar

panels at an ISFA Roundtable hosted by GECKO Solid Surface Solutions, added these energy saving panels on their own facility.

At the GECKO facility where Indeko was inspired to take on the solar panel installation, Augie

Chavez, CEO of GECKO, also had installed a

rainwater recapture system to mitigate the use of

municipal water, further lessening the impact that the facility has on the environment.

Other important Phase One environmental efforts include OSHA compliance, offering personal protective equipment (PPE) for

employees, and having programs and internal audits to ensure that safety measures and

protocols are being implemented. Ventilation, air monitoring and wet systems are crucial and no longer considered a “nice to have” as the silicosis crisis besets the industry.

These programs are critical and employee

health and safety have now crossed over into

environmental efforts. The environment inside

your facility and the impact on your team is as important, if not more, than the environment outside that your operations are impacting.

International Surface Fabricators Association • Vol. 14 / Issue 1 • 37

People are what drive a company’s success and

part of the world, drives those companies to push

These Phase One steps are relatively easy,

Improvements to ingredients used in

protecting them is imperative.

and signal to customers that these facilities and the people that are taking care of them

and their projects really do care. Some argue

that customers don’t care and the bottom line

each other to minimize their health impacts.

surfacing products such as the elimination of nonrenewable-based resins, silica or harmful

elements are being developed at a record pace.

environment in which you live, and the environment in which your employees work.

Phase Two — What’s Inside and Out

Once a fabrication shop

Obsidiana and Diresco’s Bio-UV Quartz, have found ways to use a majority of, or even 100

percent, recycled materials without sacrificing beauty or durability.

Growing in popularity are a class of surfaces designation afforded by the predominant

instances, but why lose customers that do steps to signal you care about the

lines, such as ECO by Cosentino, Compac’s

loosely known as “sintered surfaces” (a

is dollars and cents. This is the case in many care when you can take relatively low-cost

content that earns LEED points. Product

Product lines, such as ECO by Cosentino, Compac’s Obsidiana and Diresco’s Bio-UV Quartz, have found ways to use a majority of, or even 100 percent, recycled materials without sacrificing beauty or durability.

manufacturing process of sintering), which

are actively promoting their environmental friendliness marketing messages.

These materials are devoid of resins making them strong candidates

for more cost-effective recycling

and reuse. Some manufacturers are touting 100 percent water

recycling and other sustainable

has established its baseline

operational aspects of their

stewardship, it is likely that

alignment with trending more

business furthering their

commitment to environmental

eco-friendly preferences.

the business will continue

seeking opportunities to further

Solid surfacing materials have

improve and align. Possibilities lie

historically been above average

both in and outside of the facility.

when it comes to recycling of

Inside the shop, improvements

their end products. The very nature

could be made to indoor air quality,

of the material makes it reasonable

more energy-efficient lighting, the amount

and cost-effective to recycle either as new

of paper being used, and water reclamation

products or chopped up to be used as a raw

programs. Outside options include finding ways to mitigate the impact on the local environment

material for new aesthetics. Durat, a solid

through emissions abatement, water treatment

Partially driven by the silicosis concerns with

moving to renewable energy.

alternatives will become more commonplace in

and irrigation, precipitation capture and use, and So what is the next step for fabricators to be

crystalline silica, new products using safer the next several years.

surface manufacturer in Finland, and Alkemi by

Renewed Materials, Inc. are brands that are not only leading, but pushing the sustainable story in solid surface by using a substantial portion of post-industrial waste, such as metals and plastics, in their manufacturing processes.

better environmental stewards? The No. 1 thing

Environmental stewardship in surfacing materials

Sustainability Plan.” This is a living document

What began as a movement in the manufacturing

environmental responsibility. It will also include

such as stone remnants, glass and mirror, has

Alignment, Synergy, Energy. Phases 1 and 2

ensure that they behave in an environmentally

that believe creating environmentally responsible

sustainable efforts on the parts of fabricators

every business should have is a “Business

has evolved significantly over the last decade.

explaining how the company wants to pursue

of the surfaces trying to use recycled materials,

CEASE is an acronym for Circular Economy,

detailed actions required of all employees to

now become a group of fully evolved brands

saw the initiation and continued maturation of

sustainable way, and not just paying lip service to

products is key to their brand ethos.

and manufacturers. Phase 3 represents a

What was once a niche marketing effort for

enterprise chain. It is denoted by the last “E”

a new idea. Finally, many companies, including large global manufacturers such as INEOS,

have begun to tie employee safety, health and environmental stewardship to their financial

bonus scheme. This monetization of health and

safety performance encourages the whole team to work together to build a safer and better workplace.

Manufacturers also continue to push themselves in factory operations, local environmental

impact and material composition. Europe is ever

increasing its profoundly influential position in the surfacing space. This leadership, coupled with the environmental standards expected in that

38 • Vol. 14 / Issue 1 • International Surface Fabricators Association

a select group of customers now has to be considered mainstream in the purchasing

decisions for all consumers. According to Silestone Product Manager Alba Gilabert

Garcia, “The reality is that after the COVID-19 situation, the end consumer and society in

general have become much more aware of

sustainability. Between two products of the

same design and performance, the one that is more sustainable will be sold.”

On the quartz surfacing front, there are many brands that offer colors that have recycled

Phase Three — It’s Time To “CEASE” Waste

calibration of efforts to create alignment in the in CEASE, which represents the possibility of combining numerous waste streams (wood, paper, cardboard, food waste, construction

waste, PVC, plastic bottles and polymers, etc.) to be the raw materials needed to create clean and safe energy.

The term “circular economy” has become part of our everyday language. It broadly describes any

process or system that is able to keep resources in use for as long as possible and, ultimately at

the end of their “useful” life, weave in the ability to recover and recycle/regenerate them.

The circular economic model interlaces several

but also renewable energy. Some examples are

blue economy, cradle-to-cradle and “natural”

— all God given and freely provided resources.

independent doctrines such as biomimicry, the capitalism. As a result, there will be numerous societal, economic, environmental and

business benefits. The model aims at building a restorative existence, not one of runaway depletion and waste.

Alignment and synergy are separate but

symbiotic concepts. Alignment is a measure that supports interconnectedness between

wind energy, water wave energy, solar energy

Our challenge is to learn to harness them in a clean, safe and cost-efficient way. Fantastic

strides are being made to these ends. However, utilizing waste streams for energy is a sleeper

that is looming, and is potentially more bountiful, less expensive to harness at scale and whose

technology is fundamentally rooted in proprietary

science that will soon make its global appearance.

Albert Einstein proved the equivalence of matter and energy more than a century ago, and yet converting matter to energy in a safe, cost

effective and environmentally safe way for use in smaller scales other than the nuclear furnace of

The thinking here is that with alignment comes a creation of energies, and collaborations are optimizers and opporunity-based cost eliminators.

the core of the sun has been elusive … that is, until now.

There are truly next-generation technologies

emerging that convert waste into synthetic gas

or even a crude oil (depending on the influence).

It may be that using one of these technologies

on a societal scale in which waste streams can

be combined will give rise to copious amounts of lean energy.

Microgrids are a very real possibility and can be fueled by your waste! Junk mailers, cardboard,

any type of wood including wooden pallets and

skids, landscape trimmings and clippings, paper, clothing waste, food waste, plastic bottles, toys,

carpeting, siding, PVC, cabinets, flooring, TIRES (!!), and more can all be converted into energy. fabricators, distributors and manufacturers, as well as designers, specifiers and end users.

This could mean ensuring materials can and will eventually be reclaimed, or it could mean that jobs that require some degree of eco-friendly

products be distributed and converted to finished goods by those who are “walking the walk” on the sustainable journey. It could also be

establishing benchmarks requiring some degree

of accountability to maintain and grow a “greenfriendly” organization.

The thinking here is that with alignment comes a creation of energies, and collaborations

are optimizers and opportunity-based cost eliminators.

Energy is essential to life and therefore

sustainability. Essentially, everything requires some form of energy to work/exist, whether

thermal, kinetic, chemical, nuclear, electrical

This illustrates the powerful effect Phase 3 will have on the entire sustainable paradigm. With

alignment comes plans to recycle commercial waste streams, which sadly are not nearly as regulated as residential or industrial waste

streams. By all measures commercial waste

is many fold that of residential, and yet most

businesses are not required to recycle meaning

their waste ends up in landfills much of the time.

Therefore, Phase 3 will see alignment amongst businesses of all sorts within a community

banding together to redirect their waste from

landfills into a waste-based energy system where they can reap some reward for their waste.

Phase 3 would perhaps be better called “Phase 3+” to signify there may not be a discrete end to the sustainable story and allow for an ever

increasing elevation in scope and sophistication of the sustainable journey for the enterprise and surrounding communities.

etc. The demands for energy are nearly endless

Fabricators, distributors, manufacturers,

part of the sustainable journey includes not only

owners and anyone else who has a stake in the

and constantly increasing. Therefore, an integral safer, cleaner and more efficient forms of energy,

designers, architects, commercial property

health and wellness of our planet collectively can

play a tremendous role in preserving it and natural resources. However, they must proactively choose to begin or further their sustainable journey. ISFA will continue to look into sustainability and what that portends for the building materials industry.

A designation known as LEEF™ Certification — Leadership in Energy and Environmental Fabrication — will help distinguish those who champion focus and commitment to the sustainable journey.

Indeed, the sustainable framework is a dynamic one as the actions within each phase will certainly continue to evolve and remain interconnected.

The individual actions taken by all parties in Phases 1, 2 and 3(+) add to the overall effectiveness of the conservation of energy and natural resources. It is the cooperation and alignment of the parties and the phases that produce real results worthy of making a tangible and positive impact on the global environment and our communities.

May we never forget our obligation to leave this world to our future generations in a state better than we found it.

ABOUT THE AUTHORS Matthew Bodoff is a business development manager for INEOS Composites focusing on its North American engineered stone business.

He has more than 20 years of experience in the composites industry, especially around the use of polyester resins in various building and construction applications. During his time with INEOS Composites (formerly known as Ashland Specialty Resins), Matthew traveled the globe working with quartz slab producers and equipment manufacturers. He can be reached at matthew. bodoff@ashland.com.

Jessica McNaughton, a former ISFA board member, is president of CaraGreen, a curator and distributor of best-in-class sustainable materials based in Raleigh, N.C. CaraGreen offers healthy alternatives to traditional building materials and serves as an educator on industry issues that have a human or environmental health impact, with several education courses on the latest green building standards and trends in the industry.

She can be reached via email at jessica@caragreen. com or on the web at www.caragreen.com.

Paul “Max” Le Pera is president and founder of Global Surfacing Alliance LLC; a global consortium of partnerships, alliances and ventures, primarily devoted to sourcing and launching both proprietary products and disruptive technologies. His business touches myriad industries including, renewable energy, building materials, plumbing and cannabis (industrial hemp), to name a few. Paul is both a member of the Board and VP of Global Standards for ISFA. He can be reached at PMax@GlobalSurfacingAlliance.com.

International Surface Fabricators Association • Vol. 14 / Issue 1 • 39

ISFA NEWS From the Desk of Nancy Busch, Executive Director

H E R E . N O W. N E W S .

What Story Does Your Network Tell?

Your network is your net worth — Porter Gale Changes in the world have made some forms of communication less relevant. For instance, I ran

across an old form that had fax instructions. Yikes!

So, ISFA has been working to update our member and staff communications.

We’re also updating how we communicate our

benefits to members. In 2021 we want to make sure all members are getting the most for their investment.

We’re taking stock of all the ways ISFA can, does and should bring value to our members. Don’t

get me wrong — ­ the basic benefit list is a good

was exactly what ISFA business is about to me.

I made a couple of effortless texts and emails within my network and he had an answer. By the way, in the exercise, one of those in my network asked me for information on where we sourced our ISFA mugs. Turns out she has been searching for a good mug and really enjoyed the ones we provided for our virtual annual conference. I couldn’t begin to remember, but Carol Wilhite, our director of operations, had the answer back at lightening speed. These examples might seem small, but they have saved our members a lot of time.

Even if they’re short or nondramatic, relaying stories helps illustrate any situation and make However, benefits are only as good as they relate to our members and are used. Also, the options we them relatable. Stories are also easier to remember have for networking have drastically changed. How than stand-alone facts. Therefore, storytelling is a powerful tool for growing your business. A can we make sure existing members know what is available to them, and also keep them connected to story, though, is only as good as the networking associated. the network? one and is surely worth the return on investment.

So, we’ve recently added Samantha Winslow

Without one you really can’t have the other.

Assigning value to having a network available for situations that come up, whether professional or and her marketing skills gives us a head start on our personal, is difficult. Even harder is assigning value to the satisfaction being a solution for another. They goals this year.

Next, we set out to create a new marketing piece to are both priceless. tell our members and potential new members about ISFA was founded upon the principle of “members all the great things available to them. Looking at the helping members.” Now more than ever, it’s flatness of the words on the two-dimensional page, important to stay connected and surround yourself with a network of successful, positive influences I think to myself: These are great, but something is and experiences. ISFA has a diverse, competent missing. and accomplished network. Because no one is the What was missing was all the everyday stories master of everything, it takes just such a collective behind the words. Storytelling is an innate to further one another’s business and community way to learn and teach, and a critical form of missions. communication.

If you want to learn a new story to tell, network more Personal and persuasive, stories make those bullet and I’m certain you’ll find one. If you can’t think of points on a page spring to life. where to start, give me a call.

A member recently reached out to me looking for as Membership Administrator to our team. Her

experience as a successful small business owner

some ideas or contacts that could help him. I asked to help.

of membership benefits, the conversation we had

Because of the ongoing uncertainty caused by the pandemic and the instruction by federal, state and local officials to avoid travel where possible, ISFA’s first live event will be it’s Solid Surface Fabrication Training in May. All participants will be required to wear proper protective gear and social distance per COVID-19 guidelines.

Virtual Shop Tours Program Sponsored by Park Industries Zoom-based tours of fabrication facilities will be held monthly. The next tour will be of McDermott Top Shop in Jefferson, Wis., March 10 at 1 p.m. EST www.isfanow.org/shop-tour Virtual ISFA Mixer Zoom-based networking events will be held monthly. Every last Thursday of the month Next event March 25, 7 p.m. EST www.isfanow.org Virtual Manufacturer Tours Program Zoom-based tours of manufacturing facilities will be held monthly. The first tour will be of Hyundai’s Hanex Solid Surface plant in Ontario, Canada April 19 at 1 p.m. EST https://www.isfanow.org/manufacturertours-1 Virtual Sintered/Porcelain/Compact Surface Training Sponsored by GranQuartz May 6 - Crossville & Laminam May 20 - DuPont Endura www.isfanow.org or email nancy@isfanow.org Hands-on Solid Surface Training May 18 – 21 San Antonio, Texas www.isfanow.org/solid-surface-fabricationor or email carole@isfanow.org ISFA Annual Conference & Meeting Sponsored by GranQuartz, Park Industries, Infinity Surfaces, Crossville and Integra Adhesives TBD – Fall 2021 For additional information and registration options, please visit www.isfanow.org or email nancy@isfanow.org.

around and was grateful for the opportunity to try While it may not be specifically stated in the list

ISFA Events & Training

Nancy Busch, ISFA Executive Director nancy@isfanow.org

40 • Vol. 14 / Issue 1 • International Surface Fabricators Association

ISFA NEWS ISFA Once Again Champions Surfacing Standards As it has done in the past, setting forth

This raises user confidence by providing a

define the United

surfacing, ISFA is once again working on raising

performance.

on the standards

standards for both solid surface and quartz

the bar. The surfacing industry has enjoyed an

overall healthy growth curve for several decades now, and while there are certainly bumps in the road, overall it appears there is no end in sight.

Despite political turmoil, a global pandemic,

recovering from a great recession, our building materials industry is amazingly resilient. As

you might expect, surfacing has seen growth parallel to building materials. With growth

comes increased competition – more products,

more manufacturers, more variants, options and formulations. As a result of this manifestation, a

rather profound sense of urgency has emerged: an urgency to fortify our industry’s “bridles and reins,” in the form of standards.

With countless entities actively vying for a

slice of the American pie, ISFA has responded

assertively assuming a significant contributory

role in two landmark initiatives that will establish an all-encompassing framework of standards for the surfacing options the organization champions.

Standards provide the fundamental building

blocks for product development and make it

easier to understand and compare competing products and what expectations should be had with each. As a result, users perceive standardized products and services as dependable, safer and more durable.

States’ position

common language to measure and evaluate

being created

The first of the two most notable initiatives

and cooperate

involve ISFA leaders, Executive Director Nancy

with similar global

Busch and its newest Board Member Kimberly

committees to script

Homs, principal of Great In Counters in Rhode

one global unifying

Island, as well as Chuck Sawyer, former iSFA executive director. Coordinating with Nancy,

Kimberly and Chuck will be liaisons between

Paul “Max” Le Pera

set of standards for

engineered stone.

ISFA and the Architectural Woodwork Institute

As part of Le Pera’s

leader in architectural woodwork standards,

within ISFA, he

education.

entire framework of

The second landmark initiative for creating

amalgamating the

(AWI), which is widely known as the global

new executive role

related interior finishes and industry-specific

will oversee the

standards creation

surfacing standards is ISFA’s role in working

work with ISO/

with the International Organization for

Standardization (ISO) and their United States

arm, the American National Standards Institute

ANSI and AWI into Kimberly Homs

(ANSI). ISO has recently launched an initiative to create “international standards for the

manufacturing, fabrication and installation of

engineered surfaces.” ISFA’s own, Nancy Busch and Board Member Paul Max Le Pera are

representatives on the United States Technical

Advisory Group (TAG) committee serving ANSI. In addition, Busch and Le Pera, who has also recently been appointed VP of Standards for ISFA, have been named as lead delegates, representing the U.S. TAG on the global

committee. The U.S. TAG’s role is to clearly

a paradigm ISFA will adopt, utilize

and deploy as part

of the association’s rapidly evolving value

offering to its members. The importance of these labors are to protect ISFA members,

provide a value members would not be able to ascertain on their own and, ultimately,

honor the purpose and mission of ISFA: “The International Surface Fabricators Association exists to help members increase profitability,

quality, safety and professionalism by facilitating education, standards and camaraderie within the manufactured surfaces industry.”

ISFA Develops Several New Committees, Seeks Members Interested in Participating ISFA's vision is to be recognized as the expert

The following committees are looking for

industry. As such, getting direct input from

feedback in support of ISFA's Vision, Mission

and authority serving the manufactured surfaces members who want to make an impact not

only on their own businesses, but the industry

members who will join us to provide input and and Values:

as a whole is critical. So, ISFA has established

■■ Membership Committee — This team will

contributing their insight to help shape the

ISFA members.

semi-regular basis.

planning, including the annual conference.

■■ Media Committee — The goal of this committee is content inspiration for ISFA’s Countertops and Architectural Surfaces magazine.

several committees to offer an outlet for

develop and review programs in support of

organization via a small donation of time on a

■■ Events Committee — This committee will

committee, please contact Executive Director

provide support for event development and

Nancy Busch at nancy@isfanow.org.

If you are interested in being a part of a

International Surface Fabricators Association • Vol. 14 / Issue 1 • 41

ISFA NEWS Longtime ISFA Director of Communications Departs from Association

ISFA Hires New Membership Administrator

ISFA Communications

In an effort to keep

the longest serving

growing membership

Director Kevin Cole, staff member in

the history of the

Thank You and Welcome to These New and Renewing ISFA Members

up with ISFA’s

and an increase

Kevin Cole

in industry needs, in

(In Alphabetical Order) Samantha Winslow

association, announced he is leaving the

January the association hired an additional

First hired in December of 2008, he served the

in Olympia, Wash., has taken on the newly

organization to pursue other opportunities. association for more than 12 years.

During his tenure, ISFA grew from just the face of solid surface to representing all surfacing/ countertop materials. Cole was responsible for developing Countertops & Architectural

Surfaces magazine, serving as Publisher, Editor and Ad Sales Director for both its print and online offerings. He also held various other

Creative Countertop Solutions, Inc.

created position of Membership Administrator.

Cutting Edge Countertops, Inc.

In her new role Winslow will assist with a

DeLorenzo Marble

will be developing as we move into whatever

Dixie Plywood & Lumber

number of growing initiatives ISFA has and

the future turns out to be in the “new normal.”

She is already expanding the association’s

social media reach and increasing awareness of the numerous member benefits.

Winslow has several years of experience such things as PR, marketing and managing the working in customer relations and being various iterations of the ISFA website, as well a small business owner, specializing in needed over the years. His final day is March 9, but he will continue helping ISFA where needed, when possible.

Cole has been a longtime friend of the

countertop/surfacing industry having first

begun working at various related publications in

2003. He was honored by the ISFA membership being inducted into the prestigious ISFA Hall of Fame in 2017. “I am grateful to have been able to serve ISFA and all of its wonderful members for so long and have made many great friends over the years,” said Cole. “I think I have

reached my peak with the association, but will

Cambria USA

staff member. Samantha Winslow, based

duties assisting the entire organization with

as taking on numerous other responsibilities as

Akrilika

sales, advertising and social media. She is

inspired by her husband and their son to help encourage and motivate others.

In her free time, Winslow enjoys being creative

Durasein USA Dwyer Marble & Stone Supply Ellis Page Company, LLC GEM Industries Hallmark Building Supplies INEOS Composites InnoChem/Akemi Laminam

and spending quality time with her family.

Laser Products Industries, Inc.

“Samantha has already proven to be an asset

LOTTE Chemical

to the association in just the short time she

Montage Decor, LLC

Nancy Busch. “We were fortunate to find

Park Industries

has worked here,” said Executive Director someone with strong drive and a positive

Schechner Lifson Corp.

and we expect big things from her as she

Shad’s Custom Countertops, Inc.

attitude. She’s fitting right into the ISFA team, integrates further into the staff.”

cherish my years at ISFA while I pursue my new career path. I wish the association all the best

and know it will prosper with Executive Director Nancy Busch at the helm.”

“We are thankful for all Kevin has done for ISFA. He’s been a real pillar in our organization,”

said ISFA President Steve Mast, echoing the

sentiments of the full ISFA Board of Directors.

“It has been a pleasure working with him across the years, and we sincerely wish him only continued success and a bright future.”

42 • Vol. 14 / Issue 1 • International Surface Fabricators Association

For information about membership, contact Samantha Winslow

ISFA Membership Administrator Samantha Winslow (888) 599-ISFA samantha@isfanow.org

Sterling Surfaces MA Stone Services Group Swan Surfaces The Countertop Factory Top Advantage Surfaces, Inc. TOP PRIORITY INC. Willis – Pacific Northwest Branch

ISFA NEWS ISFA BOARD OF DIRECTORS Steve Mast President Precision Countertops 26200 S.W. 95th Ave. Ste. 303 Wilsonville, OR 97070 (503) 660-3023 Steve.m@ precisioncountertops.com www.precisioncounter tops.com Augie Chavez Immediate Past President GECKO SSS 4630 Sinclair Rd. San Antonio, TX 78222 augie@geckosss www.geckosss.com Joe Duszka Vice President Carolina Custom Surfaces 100 Landmark Dr. Greensboro, NC 27409 (336) 215-5518 Joe@carolinacustom surfaces.com www.carolinacustom surfaces.com Ted Sherritt Treasurer FLOFORM Countertops 125 Hamelin St.t Winnipeg, MB R3T 3Z1 Canada (204) 474-2334 tsherritt@floform.com www.floform.com Mike Langenderfer Co-Treasurer The Countertop Shop 9300 Airport Rd. Monclova, OH 43542 (419) 868-9101 mike@countertopshop.net www.countertopshop.net

Austin Maxwell Secretary Maxwell Countertops 324 S. Plum St. Farmer City, IL 61842 (309) 928-2848 austin@maxwell counters.com www.maxwellcounters.com

Eric Tryon Director Founding Member of Rockheads Group 845 McFarland Pkwy.

Alpharetta, GA 30004 (678) 614-7111 tryonea@gmail.com www.rockheadsusa.com

Kelley Montana Director Humboldt Countertops & Surfacing 70 W. 4th St. Eureka, CA 95501 (707) 442-5918 kmontana@humtop.com www.humtop.com

Kimberly Homs Director Great in Counters 100 Whipple St. Providence, RI 02908 (401) 233-0666 kimberly@greatin counters.com www.greatin counters.com

Paul “Max” Le Pera Director Global Surfacing Alliance 106 Melrich Rd. Cranbury, NJ 08512 (908) 358-5252 pmlp33@gmail.com Laura Grandlienard Director ROCKin’teriors 230 Hampton Woods Ln. Ste. 100 Raleigh, NC 27607 (919) 577-0207 laura@rockinteriors.com Rodrigo Velazquez Director INDEKO Blvd los charros 1500 Col. Belenes Industrial Nte Zapopan 45150 Mexico 52 331-028-7863 rodrigo@weareindeko.com

Jim Callaghan Associate Member Representative and Executive Committee Member GranQuartz 3950 Steve Reynolds Blvd.

Norcross, GA 30093 (248) 660-3291 jcallaghan@granquartz.com www.granquartz.com Joe Connolly Associate Member Representative SASSO 220 N. Smith St. Ste. 414 Palatine, IL 60067 (224) 200-8004 Jconnollysassousa @gmail.com www.sassousa.com

Executive Director Nancy Busch (253) 691-0169 nancy@isfanow.org Director of Communications Kevin Cole Magazine/Website Publisher & Editor (815) 721-1507 kevin@isfanow.org

Operations Manager Carol Wilhite (412) 487-3207 carol@isfanow.org Membership Administrator Samantha Winslow (888) 599-ISFA samantha@isfanow.org Account Representative Paul Wisnefski (262) 498-4184 wisnefski@sbcglobal.net

PLATINUM

GOLD

SILVER

BRONZE INTEGRA ADHESIVES

HYUNDAI

ISFA Booster Club

ISFA CONTACTS ISFA PO Box 627 Ingomar, PA 15127 (888) 599-ISFA www.isfanow.org

Thanks to our 2021 Sponsors

Solid Surface Fabrication Trainer Chris Pappenfort (417) 598-2390 chris@isfanow.org Quartz/Stone Fabrication Trainer Fred Hueston (321) 514-6845 fred@isfanow.org

The ISFA Booster Club is a program comprised of ISFA members committed to growing ISFA membership, benefits and programs. Each club member makes a financial contribution and participates in a quarterly conference call led by Executive Director Nancy Busch and Vice President Steve Mast.

During the calls new ideas for projects and programs to benefit ISFA members and the industry are discussed, as well as timelines for implementation. Those interested in joining can contact nancy@ isfanow.org for more information.

Program Coordinator Amy Kyriazis (412) 487-3207 amy@isfanow.org International Surface Fabricators Association • Vol. 14 / Issue 1 • 43

ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2021 Sponsors.

AAA Adhesive

1226 79th St. S.

St. Petersburg, FL 33707-2719 520-954-0534

www.aaaglue.com ACS In’l.

4775 S. 3rd Ave.

Tucson, AZ 85714 520-889-1933

www.acstone.com Aetna Plywood Inc. 1401 St. Charles Rd. Maywood, IL 60153 708-343-1515 www.aetnaplywood.com Akrilika Svobody Str. 29 Moscow 125362 Russian Federation 79119451961 www.akrilika.com Al-Badaha Company

for Modern Industries PO Box 126444 23643 Saudi Arabia 920002964 www.albadaha.com Alf Noon for Modern Kitchen Co. PO Box 54210 Al Raboua Sari St. Beside the Municipal Airport Jeddah 21514 Saudi Arabia 966 12 275 2309 Andres O’Neil & Lowe 212 N. Defiance St. Archbold, OH 43502 419-636-5050 www.andresoneilandlowe.com Aristech Surfaces 7350 Empire Dr. Florence, KY 41042 859-283-1501 https://aristechsurfaces.com/

BNP Media 210 Rte. 4 E. Ste. 203 Paramus, NJ 07652 201-291-9001 www.bnpmedia.com

Cosentino USA 355 Alhambra Circle 10th Floor Coral Gables, FL 33134 302-229-8216 www.cosentino.com

Dwyer Marble & Stone Supply 23177 Commerce Dr. Farmington Hills, MI 48335 248-476-4944 www.dwyermarble.com

Breton S.p.A. Via Garibaldi 27 Castello di Godego 31030 Italy 39 0423 7691 www.breton.it/en/

CountertopResource.com 4904 S.E. 34th Ave. Portland OR 97202 971-274-0403 www.countertopresource.com

Etemplate Systems, Div of Tri-Tech 106 Wind Chime Ct. Raleigh, NC 27615 919-676-2244 www.etemplatesystem.com

Caesarstone US 1401 W. Morehead St. Charlotte, NC 28208 818-378-2667 www.caesarstoneus.com Cambria USA 31496 Cambria Le Sueur, MN 56058 507-665-5003 www.cambriausa.com CaraGreen Inc. 1406 Transport Dr. Raleigh, NC 27603 919-929-3009 www.caragreen.com CH Briggs Co. 2047 Kutztown Rd. Reading, PA 19605 800-355-1000 www.chbriggs.com Chemcore Industries Inc. 5311 Fleming Ct. Austin, TX 78744 512-243-6823 www.chemcore.com Chemical Concepts Inc. 410 Pike Rd. Huntingdon Valley, PA 19006 800-220-1966 www.chemical-concepts.com

BACA Systems 101 Premier Dr. Orion Township, MI 48359 248-791-3060 www.bacasystems.com

Chintan Corp.

901 Mauryansh Elanza Nr. Parekh Hospital Shaymal Cross Rds. Satelite Rd. Ahmedabad 380 015 India 9825023859 www.neonnex.in

BB Industries LLC 4100 Appalachian Way Knoxville, TN 37918 800-575-4401 www.bbindustriesllc.com

Colonial Saw 122 Pembroke St. Kingston, MA 2364 781-585-4364 www.csaw.com

44 • Vol. 14 / Issue 1 • International Surface Fabricators Association

Crossville Inc. 349 Sweeney Dr. Crossville, TN 38555 931-456-2110 www.crossvilleinc.com Dal-Tile Corp.

7834 CF Hawn Freeway Dallas, TX 75217 214-309-3162 www.daltile.com/ Dixie Plywood & Lumber PO Box 2328 Savannah, GA 31402 912-447-7000 www.dixieply.com Dongguan Kongder Industrial Materials Co. Room 3006-3007 G1 Building Hongtu Rd. Nacheng District Dongguan Guangdong 523071 China 86 13925574811 www.dgkongder.com Duda Consulting 3601 S.W. River Pkwy.

Portland, OR 97239 503-949-7738 DuPont 200 Powder Mill Rd. Wilmington, DE 19803 314-941-5179 www.corian.com Durasein USA 7030 Quad Ave. Ste. 3 Rosedale, MD 21237 877-771-7712 www.durasein.com Durcon 206 Allison Dr. Taylor, TX 76574 512-595-8000 www.durcon.com

Evans Midwest 11441 E. Lakewood Blvd.

Holland, MI 49424 616-546-8225 www.evansmidwest.com Evolv Surfaces 1313 Armstrong Ave. San Francisco, CA 94124 415-767-4600 www.Evolvsurfaces.com Federal Brace 710 E. Catawba St. Ste. A Belmont, NC 28012 877-353-8899 www.federalbrace.com GEM Industries 5030 N. Hiatus Rd. Sunrise, FL 33351 954-749-1228 http://gem-industries.com/ Gemstone 2040 Industrial Pkwy.

Elkhart, IN 46516-5411 574-294-8899 www.gemstonesinks.com Gluewarehouse.com 455 W. Victonia Compton, CA 90220 877-595-4583 www.gluewarehouse.com Granite Gold Inc. 12780 Danielson Ct. Ste. A Poway, CA 92064 858-499-8934 www.granitegold.com GranQuartz 3950 Steve Reynolds Blvd.

Norcross, GA 30093 800-458-6222 www.granquartz.com Groves Inc. 818 Trakk Ln. Woodstock, IL 60098 815-337-9780 www.groves.com

ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2021 Sponsors.

Hallmark Building Supplies 901 Northview Rd. Ste. 100 Waukesha, WI 53188 800-642-2246 www.hllmark.com Hey Remodelers 402 Pequot Ave. #772 Southport, CT 06890 203-993-6676 www.heyremodelers.com Hyundai L&C USA 2839 Paces Ferry Rd. Ste. 1100 Atlanta, GA 30339 888-426-9421 www.hyundailncusa.com IceStone LLC 63 Flushing Ave. Bldg. 12 Unit 283 Brooklyn, NY 11205 718-624-4900 www.icestoneusa.com

Moksh Tech #1204 Pushpak Landmark Bldg.

Near Titanium City Center Kohler, WI 50344 and Nagar Rd. 920-457-4441 Prahlad Nagar Ahmedabad 380 015 www.kohler.com India 301-252-2673 Krion Solid Surface SA CTRA Villareal-Puebla De Arenoso www.mokshcad.com Kohler Co.

PO Box 899

KM1 Villareal 12540 Spain 34964506464

www.krion.com/en/ Laminam

156 State St.

Boston, MA 02109 289-924-0394

www.laminamusa.com Lapitec

Via Bassanese 6 Vedelago 310503 Italy

www.lapitec.com

Ignite Consulting Group 450 N. Addison Ave. Elmhurst, IL 60126 630-606-8055 www.HotSauceYourTops.com

Laser Products Industries Inc.

INEOS Composites 5200 Blazer Pkwy.

Dublin, OH 43017 614-790-2078 www.ashland.com

LG Hausys America Inc.

InnoChem/Akemi 160 Candlewyck Dr. Avondale, PA 19311 770-409-8789 www.akemi.com

LOTTE Chemical

IPS/Integra Adhesives 455 W. Victoria Compton, CA 90220 604-850-1321 www.integra-adhesives.com Jaeckle Distributors 4101 Owl Creek Dr. Madison, WI 53718 608-838-5400 www.jaeckledistributors.com Karran USA - Plexicor USA PO Box 667 1291 E. Ramsey Rd. Vincennes, IN 47591 410-975-0128 www.karran.com

1344 Enterprise Dr.

Romeoville, IL 60446 630-755-5402

www.laserproductsus.com 900 Circle 75 Pkwy. Ste. 1500 Atlanta, GA 30339 678-535-4113

www.lghausys.com 6 Centerpointe Ste. 100 La Palma, CA 90623 714-443-0964

www.lottechem.com Marble & Granite, Inc. 270 University Ave.

Westwood, MA 02090 781-915-1250

www.marbleandgranite.com Meganite Inc.

1461 S. Balboa Ave. Ontario, CA 91761 909-391-8886

www.meganite.com Mirage Granito Ceramico SpA DBA Infinity Via Giardini Nord 225 Pavullo

Nel Frignano Modena 41026 Italy 39 0536 329322

www.infinitysurfaces.it

Moraware Inc. 13125 Welcome Way Reno, NV 89511 866-312-9273 www.moraware.com

Pure Surfaces/Basix Surfaces West 16411 Carmenita Rd. Cerritos, CA 90703 704-702-0441 https://pure-surfaces.com/ Quote Countertops 11811 N. Tatum Blvd. #3078 Phoenix, AZ 85028 619-726-7660 www.quotecountertops.com Regent Stone Products 2656 Quality Ct. Virginia Beach, VA 23454 800-624-8210 www.regentstoneproducts.com

MSI Surfaces 2095 N. Batavia St. Orange, CA 92865 714-685-7500 www.msisurfaces.com Natural Stone Institute 380 E. Lorain St. Oberlin, OH 44074 440-250-9222 www.naturalstoneinstitute.org Ollin Stone 301 E. Ball Rd. Anaheim, CA 92805 714-535-0800 www.ollinstone.com Pacific Shore Stones 10220 Metropolitian Dr. Ste. A Austin, TX 78758 512-568-0649 www.pacificshorestones.com Park Industries PO Box 188 St. Cloud, MN 56302 320-251-5077 www.parkindustries.com Parson Adhesives Inc. 3345 Auburn Rd. Ste. 107 Rochester Hills, MI 48309 248-299-5585 www.chromalok.com Plastiglas de Mexico SA. De CV. Frente a la Estacion del Ferrocarril FFCC Maciovio Herrera S/N Ocoyoacac 52740 Mexico www.piedmontplastics.com/ suppliers/plastiglas-de-mexico Princeton Chemical Co. 7030 Quad Ave. Ste. 3 Rosedale, MD 21237 877-778-6878 www.princetonchemical.com

RouterBitsNow 1226 79th St. S. St. Petersburg, FL 33707-2719 520-954-0534

www.routerbitsnow.com

Sasso USA 220 N. Smith St. Ste. 414 Palatine, IL 60067 224-200-8004 www.sassousa.com Schechner Lifson Corp.

4 Chatham Rd. Summit, NJ 07901 908-598-7813 www.saferocks.com Sierra Forest Products 5825 Harold Gatty Dr. Salt Lake City, UT 84116 801-710-5415 www.sierrafp.com Siom Marble & Granite Factory LLC Sector 5 Emirates Industrial City PO Box 22149 Sharjah 22149 United Arab Emirates 971654-22240 www.siommarble.com SolidSurface.com 6641 N. Cibola Tucson, AZ 85718 520-247-3304 www.solidsurface.com Stone Services Group 10308 S. Keeler Ave. Oak Lawn, IL 60453 815-210-1006 https://stoneservicesgroup.com/

International Surface Fabricators Association • Vol. 14 / Issue 1 • 45

ISFA ASSOCIATE MEMBER DIRECTORY

Companies listed in red are ISFA 2021 Sponsors.

Swan Surfaces 200 Swan Ave. Centralia, IL 62801 800-325-7008 www.swanstone.com Synchronous Solutions 3405 Rainbow Dr. Waxhaw, NC 28173 704-560-1536 www.synchronoussolutions.com The Stone Collection 11935 N. Stemmons Freeway #100 Dallas, TX 75206 972-488-5700 www.thestonecollection.com

US Surfaces 4601 Spicewood Springs Rd. Building 1 Ste. 100 Austin TX 78759 512-454-2229 www.ussurfaces.com Vicostone USA 11620 Goodnight Ln. Ste. 100 Dallas, TX 75229 972-243-2325 https://us.vicostone.com/ Water Treatment Solutions 6 Merrill Industrial Dr. Hampton, NH 03842 603-758-1900 www.watertreatmentonline.com

Web-Don 1400 Ameron Dr. Charlotte, NC 28206 800-532-0434 www.web-don.com Welnest 350 South St. McSherrystown, PA 17344 844-935-6378 www.welnest.net Willis 1149 Pioneer Rd. Burlington, ON L7M 1K5 Canada 289-775-5814 www.4willis.com Wilsonart PO Box 6110 2501 Wilsonart Dr. Temple, TX 76503-6110 800-433-3222 www.wilsonart.com

Wood Stock Supply Inc. 4705 S. I-90 Service Rd. Rapid City, SD 57703 605-341-6900 www.woodstocksupply.com Zeal Quartz 1238 S.E. 15th Ave. Ocala, FL 34471-4635 623-826-3741 www.enigmasurfaces.com ZOLLER Inc. 3900 Research Park Dr. Ann Arbor, MI 48108 734-332-4851 www.zoller.info

I S FA 2 0 2 1 P L AT I N U M S P O N S O R S P O T L I G H T

Park Industries® is a family-owned business located in St. Cloud, Minn., that’s dedicated to quality, customer service and innovative technology. Park began providing full-service solutions to the stone industry in 1953, and has grown to become North America’s largest stoneworking equipment manufacturer. Park Industries is an American built manufacturer and takes great pride in the quality and craftsmanship devoted to each machine. With more than 15,700 machines sold, Park machines are designed and built for maximum durability, minimal downtime and high efficiency. The company offers a full line of solutions for any size of shop including: Bridge Saws; Edge Polishers; Miter Saws; CNC Saws; CNC SawJets; CNC Routers; Thinstone Saws; Stone Splitters; Water Systems; and Shop Performance Software Suite.

Park Industries focuses specifically on Precision, Performance, and Peace of Mind®. This combination is designed to increase clients’ profitability and machine uptime. Park Industries is not an assembly house. It uses fully integrated manufacturing, from concept and design to manufacturing and support — EVERYTHING is done at its facilities in St. Cloud. Park has full control over every aspect of the process, resulting in expected machine quality and accuracy, as well as allowing it to offer aworld-class customer experience with aftercare and support.

In 2020, throughout the pandemic, Park Industries continued launching new products and solutions including the SABERjet™ XP Two Table SawJet, Park IQ™ Business Intelligence Software, Side-Shot™ Digital Slab Station, TITAN® 3000 CNC Router Series, CrossCut™ Miter Saw Series, and HydroClear™ PRO Water Clarification Systems.

By partnering with Park Industries and investing in its fabrication solutions, customers are also partnering with the company’s culture and people — each one eager to help in a friendly, positive way. From its beginning, Park has always been focused on a strong company culture that treats associates and customers the right way, or as the company has coined it — The ParkWay. This includes placing value on trust, integrity and respect that spill over into providing dependable, high-precision manufacturing solutions that enables customers, associates and the community to thrive.

Regarding surface fabrication trends, Park notes remodeling and new home construction continue to grow at impressive rates, while labor shortages challenge the industry. As a result, it sees a significant shift in manual shops converting to digital fabrication, which helps increase production capacity while reducing labor needs and making them more profitable. Park Industries has hosted Digital Stoneworking Events (DSE) since 2007 that focus on taking the guesswork out of what “going digital” means. These events (www.parkindustries.com/events) have provided thousands of fabricators the knowledge and tools to evolve their businesses.

The company certainly knows its business, having launched its first CNC Router for the countertop industry in 1988 and employing more than 270 associates with an average of 10 years of service. It was named the 2020 Manufacturer of the Year by the Manufacturers Alliance of Minnesota, and recently introduced ProGUARD® Solutions, a suite of services to reduce downtime and help optimize machines.

46 • Vol. 14 / Issue 1 • International Surface Fabricators Association

ISFA Q1 2021.indd 46

3/2/21 2:13 PM

PRODUCT NEWS

Colonial Saw Expands V-grooving and Coving Capabilities Colonial Saw now offers three more STRIEBIG vertical panel saw models with expanded capability for V-grooving and coving solid surface material: the Standard S, Evolution and Control.

STRIEBIG originated V-grooving and coving solid surface on a vertical panel saw in the late ’90s beginning with their “Optisaw 2” model, and now all of the 7 ½-hp models have that capability.

The newer models have the advantage of a fine adjustment thumbwheel and digital counter built into the saw head for fast, simple and very precise adjustment of the groove depth. With the new models the capability must be ordered at the time of the machine order, and it is not able to be retrofitted to existing machines. Compact saws are also not available for V-grooving. Only the Standard model (and older Optisaw 2s) can be retrofitted for V-grooving and coving.

GranQuartz Introduces Pneumatic Polisher and Grinder The exclusive Pearl Pneumatic Wet Polisher and Pearl Pneumatic Wet Grinder now offered

by GranQuartz are designed for continuous and convenient operation. Both the polisher and grinder are made with aircraft aluminum castings, sealed bearings and are equipped with rear air exhaust, vented through a hose protection sleeve for ultimate durability and safety. In addition, each product goes through a 100 percent quality control process prior to shipping. Handles and wrenches are included.

MSI Provides Expanded Sink Options MSI is continually expanding its sink options.

The company offers a full collection of timeless farmhouse apron sinks to complement kitchen

and bath styles. MSI’s undermount sinks provide a clean, seamless look offered in durable 16-gauge stainless steel and beautiful premium fireclay options, as well as single and double bowls. Additionally, the company provides a comprehensive collection of pressed and handcrafted sinks, including durable stainless steel in major gauges and sizes, single and double bowls, quartz composites and porcelain.

MSI provides a limited lifetime warranty on stainless steel and quartz sinks.

Join-It Formulates Translucent Adhesive While it is always preferable to use the recommended adhesive color match, there are times when fabricators have to get by with an alternate. Join.It by Princeton Chemical has specifically formulated an adhesive color for that exact situation, and many fabricators have found it useful to dramatically reduce the need for a large inventory of colors. Join-It calls it Outre White. Outre White blends into the surfacing material when a tight fit is achieved for seams and laminations. It is a highly translucent adhesive designed to pick up the surrounding material color and also mimic the light refraction properties of the surface that is being joined.

Join.It produces strong, durable bonds on a range of surfacing materials including solid surface, quartz and natural stone.

Karran Launches New Stainless Steel Workstation Sinks Designed to provide more functionality, Karran has released two new workstation sinks. Both are single-bowl designs: one a traditional undermount and the other a stunning apron front design. These new workhorses for kitchens are produced from high-quality 16-gauge

stainless steel. They come complete with an assortment of useful accessories and are paired with beautiful, commercial-grade stainless steel faucets.

TYROLIT Offers Ceramic Slab Tooling Ceramic slabs in large formats have become increasingly popular in recent years because of their advanced properties and versatility.

Oversized ceramic slabs can be used for countertops, floors, walls, cabinets, vanity tops, stairs, furniture and even facades. TYROLIT offers a wide range of tools for the most demanding ceramic materials in all thicknesses. The diamond tools are available for virtually all ceramic, porcelain, sintered and compact materials.

Tool options include straight and bevel cutting, drilling, profiling, flush fitting, edge polishing and all common manual operations. They were designed with tool bonds that allow high speeds with minimum noise and spindle absorption. The available profiles are regularly being expanded according to market requirements. Each tool is provided with an individual measuring card to help ensure easy setup to avoid downtime.

Parson Adhesives Introduces Chromalok 7300 Rodding Bonder ChromaLok 7300 Rodding Bonder is a rubber-filled methacrylate adhesive designed to bond fiberglass and steel International Surface Fabricators Association • Vol. 14 / Issue 1 • 47

PRODUCT NEWS rods in natural stone countertops. This fastcuring (15 to 20 minutes) toughened adhesive improves load tolerance significantly while saving fabrication time. Chromalok 7300 uses a 400ml 1:1 cartridge system to eliminate waste and save money while speeding up overall fabrication time. Users can just remove pooled water and go, with no need to torch the stone dry.

permanently antibacterial. In addition to being a permanently antibacterial type of timber, camphor laurel is a problem weed along the riparian areas of much of southeast Queensland and northern New South Wales. The timber is kiln-dried in the company’s state-of-the-art solar kilns capable of drying around 7,500 boards at a time. All of these kitchen accesories are made from one single slab without laminating pieces together.

AKEMI Offers Acryclean Silicone Remover Prussiani Engineering Presents Italia Bridge Saw

The Italia 5-axis, mono-block CNC bridge saw from Prussiani was designed for cutting porcelain and natural or synthetic stone. The Italia’s maximum blade size is 24 ½ in. for thicker material, but can also handle blades down to minimum of 11 ¾ in., which increases the rigidity and decreases deflection for faster and cleaner cuts in porcelain materials. The machine is built with high-volume water flow to maximize the cooling rate of the tooling when cutting porcelain. The compact mono-block structure reduces the footprint of the machine but maintains large working dimensions.

afin® Acryclean silicone remover from AKEMI is an ultra-pure solvent for use on natural stone, ceramics, quartz and glass.

Acryclean removes deposits of silicone, grease and oil. It cleans and degreases before gluing, sealing or coating. It can also be used to remove tapes, stickers and foils on ceramics and polished natural stone.

Bessey Debuts One-handed Table Clamps (EZR-SET)

Fab Slabs Offers Naturally Antibacterial Wood Cutting Boards, Accessories

Fab Slabs is a brand of natural antibacterial kitchen accessories including cutting boards, platters and pizza boards. Each of these beautiful, richly toned accessories is hand-crafted in Australia of sustainable camphor laurel trees that are naturally and 48 • Vol. 14 / Issue 1 • International Surface Fabricators Association

Bessey’s new clamp, EZR table clamp, was designed primarily to work with track saw guides (slots/grooves, 12mm by 6.5mm to 12mm by 8mm from Festool, Protool, Metabo, Makita, Hitachi/Hikoki and DeWalt). However, the EZR offers single-handed clamping and spreading of work pieces with 100 lbs. of clamping force. Step-over work is made possible by inserting a 2-in. adaptor into the upper or lower jaw. The easy-to-use release mechanism can quickly convert from clamping to spreading without tools simply by using a push-button release. The EZR-SET contains two one-handed table clamps with 6-in. clamping capacity (spreading width 4 ¾ in. to 12 in.) and 2-3/8 in. throat depth.

Weha Introduces Single-Speed Router with Aquaplaning Base

The Weha Rock Dog Router is a 9,000-rpm single-speed router that can profile practically any edge including granite, marble, quartz, quartzite, or any other stone. Made with a Unibody Aircraft Aluminum housing, it has a 2.4-hp 220 Single-Phase motor and can profile up to 6cm without any problems. The router comes with an aquaplaning base for easy movement across the surface, and its 22mm by 10mm thread spindle accommodates practically all router bits on the market. It comes with a 20-ft.-long, heavy 12-gauge AWF with ground power cord. The water connection is a quick disconnect for easy connection to the shop water lines.

Federal Brace Adds New Wood Corbels

Federal Brace introduced two models to its Made In the USA Reinforced Wood Corbel Collection: the Lincroft Wood Corbel (pictured here) and the Cumberland Wood Corbel.

The Lincroft is low profile, sleek and sports chamfered edges with a minimal gusset section.

Overall measurements of 12 by 10 in. and a width of 3 in. combined with an internal hidden steel rib provide sturdy carrying capacity. The Cumberland Wood Corbel has an unfinished wood grain pre-routed for a 0.25-in.-thick steel support rib. Its low-profile gusset won’t interfere with knees under counters. The hidden steel support brackets under the corbels can support all stone and solid surfaces.

CLASSIFIEDS FOR SALE

FABRICATORS!

Used 2007 Techno LC Series 4896 3-axis CNC Router, 48 x 96 x 5 (X,Y,Z)

ISFA Fabricators, do you have used equipment you would like to sell?

■■ Gantry Table with 5 HP HSD Auto Tool Changer Spindle.

Looking to fill a key position? Why

■■ Four Tool Holders, Four Tool Stations, 13 collets of different sizes.

That’s right, relevant classifieds in this

not submit a FREE classified ad?

publication are free to ISFA fabricator

■■ Computer Console, CPU, Monitor, Windows-based G code interface.

members! Just send us the text you’d like to run and we’ll do the rest.

■■ Vacuum Table.

Email us today at editor@isfanow.org.

Lightly used, less than four hours per week over lifetime of machine.

Contact Fletcher Smith of Counterscapes, Inc. at (903) 581-5676

Pass it along!

For those of you who are not fabricator

Share this copy with a colleague or friend.

call (815) 721-1507 to get a quote.

Better yet, have them subscribe at isfanow.org/magazine.

members, email kevin@isfanow.org or

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ADVERTISER INDEX Advertiser Page

Advertiser Page

Advertiser Page

BB Industries. . . . . . . . . . . . . . . . . . 31

Crossville. . . . . . . . . . . . . . . . . . . . . 17

LPI Laser Products Industries . . . . 16

Beckart Environmental, Inc.. . . . . . 36

GranQuartz. . . . . . . . . . . . . . . . . . . .23

MSI . . . . . . . . . . . . . . . . . . . . . . . . . 5

BVC Group. . . . . . . . . . . . . . . . . . . 11

Groves. . . . . . . . . . . . . . . . . . . . . . . 25

Park Industries . . . . . . . . . . . . . . . . . 7

Caesarstone. . . . . . . . . . . . . . . . . . .21

Hyundai. . . . . . . . . . . . . . . . . . . . . 2-3

Prodim. . . . . . . . . . . . . . . . . . . . . . . 13

Chromalok. . . . . . . . . . . . . . . . . . . . . 9

Integra Adhesives. . . . . . . Back Cover

Vadara Quartz. . . . . . . . . . . . . . . . . 15

CountertopResource.com . . . . . . . 36

Karran USA. . . . . . Inside Back Cover

Water Treatment Solutions. . . . . . . 24

International Surface Fabricators Association • Vol. 14 / Issue 1 • 49

FROM THE PRESIDENT From the Desk of Steve Mast, ISFA President

Technology and the Growing Role It’s Played during the Pandemic Saying the world had to make changes in 2020,

free in-home estimates. Customers would call

never heard of the Coronavirus, but it forced our

appointments. Our sales team could do about

is an obvious understatement. Last January, I had business to do many things differently. Almost immediately, we had to change the way we

communicated, both internally with our teams

and externally with our customers. Our biggest change was to embrace new communication

technologies. In hindsight, many were positive

and will likely stay with us, even after the world returns to “normal.”

Technologies adopted out of need are now part of everyday business. Many were possibly inevitable “down the road.” I’d heard at ISFA roundtables that some shops were already using them.

However, last spring we were forced to make the

and sometimes play phone tag to book sales

three appointments a day and spent a lot of time driving. Plus, many times only one homeowner would be there, so we couldn’t get that “final”

decision. With Calendly the customer can book either virtual or in-showroom appointments

online, making the whole process more efficient.

Our sales team sells more and drives less. Also, with virtual appointments it’s easier to get both

homeowners involved because they don’t both

need to be home. All of our salespeople have their own Calendly calendars for customers to book

directly on our website. The free version can do a lot of what you need.

change much faster than intended. We had to

Slack is a workplace messaging program. At

simply to do business. So, I want to share some

efficiently within specific “channels” or teams. It’s

embrace new technology and do things differently, of the technologies we adopted and how they

impacted us. This is certainly not an endorsement

of any of these specific platforms; these are simply the ones we chose to use.

Zoom is a virtual meeting platform. I’d never

our shop we now use it to communicate very

kind of like an organized way of group texting, and far more efficient than email. For example, we can have a channel that includes our associates from

the office with outside contractors, and it’s easy to attach images or documents. Slack is also free.

heard of it before 2020, but it went from 10 million

BlueBeam is something we now use for doing

by April 2020. At our shop in Oregon, it was

print plans, highlight areas of countertops and

daily participants in December 2019 to 300 million almost impossible for our teams to come into the office with the pandemic guidelines. We allowed them to work from home, and utilized Zoom to

stay in touch every day. We now hold Zoom calls twice a day to check in and update everyone.

We also have virtual meetings with our vendors

about product updates and attend many virtual meetings, such as shop tours. We work with

home centers and traditionally would have their

associates take guided tours of our shop. Now we grab our cell phones and give them virtual tours online, which makes it easier for them to attend and ask questions. The free version is great.

Calendly is a free online appointment scheduler.

Prior to the pandemic we did a lot of sales via

online takeoffs of commercial plans. We used to then use a scale to determine dimensions. With

our teams working from home, we’re able to easily do takeoffs, send revisions to customers without scanning and share them with installers without

printing. Now we do all takeoffs online, highlight

the areas and save to a PDF for use with tablets.

It’s faster and more efficient. Bluebeam has a onetime cost of $349.

Paycomm is a payroll and HR software we

virtually. In addition, job applicants can now

complete applications online and in multiple

languages without any paperwork. Once hired,

the onboarding process of filling out forms and uploading documents is all virtual and done

by the new hire. Paycomm allows us to create

extensive online training videos and tests, so work from home users can learn remotely. The online training also helps managers get new hires up

to speed quickly, and they can learn at their own

pace. If someone needs to watch a video multiple times, it’s easy. Anytime we have changes or new processes to implement, we create a quick video

and test to send to our teams through the learning platform. Our HR has become truly virtual.

Like many, change is difficult for us, especially

when it involves new processes and technologies.

Even if the outcome is beneficial, we just naturally resist change. This carries over to our personal

lives. With schools closed, we had to implement online learning for our three kids, and it was

tough, but just like work, we pushed our way

through it. Last year we dealt with everything the best we could and adapted. Looking back, I see many positive technological impacts on the way we work.

I’m not sure how these technologies will be

used and evolve in the future. Will our staff still

work from home after the pandemic, such as is a growing trend? Even with all this technology, I miss seeing everyone every day at the office; it’s not quite the same to me. I do know that

no matter what happens going forward, we will find a way to adapt, and with some help from technology, it’s a little easier.

had before last year. However, with everyone

working from home and all the new COVID-19 guidelines, we made big changes to how we use the application far beyond the payroll

tools. We scanned and attached 25 years of

employee records and folders to be accessed

50 • Vol. 14 / Issue 1 • International Surface Fabricators Association

Steve Mast, ISFA President

steve.m@precisioncountertops.com

ISFA Member since 1998

ISFA Member since 1998