Propex branding effort has heavy dose of Fibermesh

Source: Propex Operating LLC, Chattanooga, Tenn.

 “Make Sure it’s True Fibermesh” is the message leading Propex’s new brand initiative for the cornerstone product line, Fibermesh.  As the experts in fibers for concrete reinforcement, company officials contend, Propex revolutionized the industry a quarter century ago with the Fibermesh introduction. As an alternative to traditional wire mesh and light rebar, the officials add, the brand created the synthetic fiber category and aligned Propex with ready mixed concrete producers and their contractor customers.

 “After 25 years of market domination, True Fibermesh is still the standard for synthetic fibers,” says Jonathan Speaks, Fibermesh business unit manager. “We are still innovating and leading the industry with a full spectrum of products that bring the right fiber for the application, every time … As concrete becomes increasingly engineered, our fibers ensure performance, increase value and reduce risk, reinforcing our customers’ reputations, and building the industry.”

The launch affirms Propex’s alignment with ready mixed customers worldwide and the importance of fibers for the future of concrete, he adds. Fibermesh leads a family of products spanning all four Propex branded-fiber categories—Fibermesh microsynthetic, Enduro macrosynthetic, Novomesh blended and Novocon steel. The branding is supported by a campaign of education about the benefits of True Fibermesh to concrete to concrete producers and contractors.