In this episode of the Add 10 Gallons Concrete Podcast, Paul talks with Kas Farsad, the head of Fortera, a company working to transform the cement industry through innovative technology to lower CO2 emissions. Kas recounts his journey from a material scientist to leading a startup in Silicon Valley, highlighting the challenges and opportunities in climate technology. The discussion covers the importance of building customer trust, managing risks in cement production, and shifting attitudes toward low-carbon solutions. Kas also emphasizes how data centers are increasing demand for sustainable cement options and explains the strategic decision to colocate facilities to improve efficiency. The episode ends with insights into the industry's future and upcoming developments at Fortera.

Takeaways

• Fortera aims to revolutionize the cement industry by reducing CO2 emissions.
• Kas transitioned from material science to leading a climate tech startup.
• The cement industry is responsible for 7-8% of global CO2 emissions.
• Building trust with customers is crucial for adopting new technologies.
• Risk management is a significant challenge in the cement industry.
• The shift towards low-carbon solutions is gaining momentum.
• Data centers are driving demand for sustainable cement alternatives.
• Co-locating facilities can enhance efficiency and reduce costs.
• The journey of innovation often involves overcoming skepticism and doubt.
• The future of the cement industry is leaning towards sustainability and innovation.

• (00:00) - Introduction to Fortera and Its Mission
• (02:51) - The Journey of a Material Scientist
• (05:46) - Understanding the Climate Tech Challenge
• (08:48) - The Silicon Valley Mindset
• (11:52) - The Valley of Death for Startups
• (14:41) - Building a 400,000-Ton Facility
• (17:44) - Risk Management in the Cement Industry
• (20:41) - The Importance of Trust in Customer Relationships
• (23:44) - The Shift Towards Low-Carbon Solutions
• (26:53) - The Role of Data Centers in Cement Demand
• (29:31) - Co-locating for Efficiency
• (32:23) - The Evolution of Industry Mindsets
• (35:38) - The Crazy Stories from the Field
• (38:42) - Conclusion and Future Outlook

In this final episode of ConcreteWorks 2025, the boys interview Billy Ripple from Command Alkon to discuss the significance of the event, innovative booth designs, product demonstrations, and audience engagement strategies. They explore how Command Alkon is enhancing the concrete industry through their Command Cloud platform and the importance of creating an inviting space for attendees.

Takeaways

• This is Command Alkon's second year exhibiting at the show.
• The booth design focuses on creating an intimate space for engagement.
• Product demonstrations are crucial for showcasing innovations.
• Audience engagement is a key focus for future events.
• The Command Cloud platform is central to their offerings.
• Less is more in booth design and marketing strategies.
• The importance of hands-on experiences in product demos.
• Future events may allow for longer demonstration times.
• Networking and connections are vital for exhibitors.
• The NRMCA is implementing pilot programs to enhance the show value.

• (00:00) -
• (00:00) - Chapter 2
• (00:00) - Introduction and Event Overview
• (00:59) - Booth Design and Engagement Strategies
• (02:55) - Product Demonstrations and Innovations
• (05:25) - Audience Engagement and Future Prospects

In this episode, Bobby Dowdy from MMC Materials shares his journey in the concrete industry, highlighting the serendipitous encounters that shaped his career. He discusses the value of industry shows like NRMCA and the World of Concrete, and shares a fascinating story about acquiring a secret grout recipe.

Takeaways

• Bobby reflects on the fortunate start to his career, thanks to key industry connections.
• Industry shows provide valuable insights into the latest technology for producers.
• Bobby shares an experience of discovering and purchasing new equipment after seeing it at a show.
• He highlights the unique position of being both a concrete producer and an exhibitor.
• The demand for non-shrink grout has been a recurring theme in the concrete business.
• An opportunity arose in 2010 to acquire a product for the treatment of shrinkage-compensating gangrene.
• Bobby recounts a significant project for Chevron Refinery involving a prominent placement of non-shrink grout.
• The solution involved purchasing non-shrink grout in bulk and using specialized equipment.
• A pivotal moment occurred when Roger Paris introduced a new product during a project.
• The potential to make non-shrink grout with the new product.

• (00:00) -
• (00:00) - Chapter 2
• (00:00) - Introduction and Early Career
• (00:00) - Industry Shows and Innovations
• (00:00) - The Grout Story