“Make Sure it’s True Fibermesh” is the message that leads the Propex launch of its new brand initiative for Fibermesh concrete reinforcement fibers. The new branding was unveiled at the World of Concrete that took place January 18-23, in Las Vegas, Nev.

As the experts in fibers for concrete reinforcement, Propex revolutionized the concrete industry a quarter century ago with the introduction of Fibermesh. Proven far superior to traditional wire mesh and light rebar, Fibermesh created the category of synthetic fibers and aligned Propex with ready-mix concrete distributors and contractors.

This launch affirms Propex's alignment with ready-mix customers worldwide, and affirms the importance of fibers for the future of concrete. Fibermesh, as the cornerstone brand, leads a family of products that includes all four categories of fibers – microsynthetics, macrosynthetics, steels and blends. Fibermesh microsynthetic fibers, ENDURO macrosynthetic fibers, Novomesh blended fibers and Novocon steel fibers each reinforce concrete and build a stronger ready-mix and precast industry.

"After twenty-five years of market domination, True Fibermesh is still the standard for synthetic fibers," said Jonathan Speaks, Fibermesh business unit manager. "And we are still innovating and leading the industry with a full spectrum of unsurpassed products that bring the right fiber for the application, every time."

The new branding is supported by a campaign of education about the benefits of fiber to concrete and to ready-mix distributors who use True Fibermesh and other concrete solutions by Propex. The change will strengthen the Fibermesh brand internationally and ensure consistent delivery of quality, service and support.

"We are collaborating with our customers like never before to solve the challenges facing ready-mix," says Speaks. "We know fibers, and we know the industry. As concrete becomes increasingly engineered, our fibers ensure performance, increase value and reduce risk, reinforcing our customers' reputations, and building the industry."