Denmark: Aalborg Portland Cement says that the market ‘warmly welcomed’ its new FUTURECEM calcined clay cement in 2021. The product has reached its sales expectations for the year and is now nearly sold out for 2022. The company says that its plan to ramp up FUTURECEM production to replace 50% of grey cement production at its Rørdal cement plant is on track.
Parent company Cementir Holding says that the success of FUTURECEM rests on four pillars, namely its suitability for intended applications, targeted communication, close dialogue with concrete producers and the entire value chain and strategic partnerships with leading construction clients. It said “The lesson learned is that the market needs thorough information about new products and its industrialisation to rely on and implement them in place of conventional products.” The group added that its experience in Denmark paves the way for limestone calcined clay technology rollouts in other markets in line with its sustainable roadmap towards 2030.
