Ready-mixed concrete is gaining market share in many urban areas of Mexico, thanks in part to the acceptance of the short-load equipment marketed by Olaas Y Bambas, a Mexican-based distributor of Continental mixers.

Last June, thousands of concrete industry professionals gathered in Mexico City to share ideas, innovations, and even problems. It was an international event that underscores the region's dramatic growth.

“We wanted to convey the image that our annual exhibition is more than a Mexican trade show, so we chose a name that reflected our belief in a growing marketplae—Concreto LatinoAmerica,” said Tom Cindric, show director for Hanley Wood, which operates the invent and publishes TCP. “By changing the name, we reinforce the concept that there's only one World of Concrete, while recognizing that the Latin American region has many unique construction challenges and solutions.”

Fernando Rojas, manager for Rotec International's decorative concrete division, welcomed the change. “We have been an exhibitor since the first World of Concrete Mexico, but this year we are meeting a much broader range of attendees than in the past,” said Rojas. Clayton Lowery, president of Lotel, the Baton Rouge, La., manufacturer of Mesh-ups, was so busy, he had to hire local help to hand out brochures and provide translation for the many attendees.

But the best proof of the show's success comes from Juan Buchas, an Argentinean consulting engineer. Buchas went to the show to look for answers on how to deal with ready-mixed truck driver shortages, create better mix designs, and to learn about trends in plant designs.

One of his biggest clients is a large concrete producer. “After speaking with the vendors and my fellow attendees, I'm realizing all of us share the same challenges,” said Buchas.

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