CLEVELAND, OH, December 15, 2008 – This month, the Construction Chemicals Business of BASF – The Chemical Company kicks off the celebration of the 100th anniversary of its Master Builders brand, a well-known product brand in the chemical admixtures, concrete repair and flooring industries. Over the next year, BASF will be highlighting the people, projects and products that have made the brand a success and invites you to join in the activities via the website, www.100yearsofchemistry.com. 

Founded in 1909 by S.W. Flesheim, the Master Builders brand has been a fixture in the construction market since the introduction of its first product, a cement/iron floor topping mix broadcast on top of freshly placed concrete. This replaced the wood block systems used by factories at the time, and dramatically improved wear resistance and appearance of floors. The same innovative thinking continued through the decades and was used in the development of some of the first chemical admixtures, giving producers the ability to make uniform, predictable concrete.

“The Master Builders brand has always stood for leadership, innovation and imagination,” said John Salvatore, Group Vice President, Construction Chemicals, BASF. “Now, backed by the technical resources of the world’s leading chemical company, we can continue to push beyond the bounds of traditional construction chemistry to help our customers overcome challenges and become even more successful.”

Over the past century, Master Builders brand products have been used in iconic structures like the Hoover Dam, Sydney Opera House, Denver International Airport and Toronto City Hall. Likewise, they have been important components in national infrastructure projects such as roads, bridges, factories and public utilities. The people behind Master Builders products have sent concrete to space to understand the impacts of zero gravity on concrete and led initiatives to guide the industry toward continued innovation. They have solved challenges for organizations such as the California Department of Transportation with whom they developed a high-strength concrete that could harden in only four hours, and they have garnered over a hundred patents for their technical achievements.

Today, the brand represents more than 150 products and continues to add to its portfolio as new needs emerge. Many of the original, tried-and-true Master Builders products like Pozzolith® admixture and Mastercron® cemetitious dry shake surface hardener still exist today, while others are continuously being developed to meet demands in the areas of sustainability, aesthetics, optimization, and performance.  Recent products and technologies include:

1. MasterFiber™ fiber products for extended service life and reduced maintenance.
2. Glenium® high-range water-reducing admixtures that can be regionally tailored for specific performance.

“All of these innovations would not have been possible without the contributions of the employees, customers, and suppliers that support the Master Builders brand,” Salvatore said. “We look forward to continuing to serve the construction industry as BASF for the next 100 years! Please join us in the celebration online to revisit some of the innovations and historical landmarks that have made Master Builders the brand it is today.”

For additional editorial information or high-resolution historical or current photographs, contact Janice Tucciarone at 216-839-7016 or by email at Janice.tucciarone@basf.com.

BASF’s Construction Chemicals division is the leading supplier of chemical systems and formulations for the construction industry. Continuous innovation and tailor-made solutions ensure its customers are more successful. Its Admixture Systems business unit specifically helps customers in the ready-mix, precast, manufactured concrete and underground construction industries. The Construction Systems unit offers a wide range of products for sports and industrial flooring, external renders and wall insulation, expansion joints, wood preservatives as well as specialist repair mortars, tile adhesives and waterproofing membranes. The division operates production sites and sales centers in more than 50 countries and achieved sales of €2.2 billion with approximately 7,500 employees in 2006.

BASF - The Chemical Company. We don't make a lot of the products you buy. We make a lot of the products you buy better.®

BASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has more than 15,000 employees in North America, and had sales of approximately $16.4 billion in 2007. For more information about BASF’s North American operations, or to sign up to receive news releases by e-mail, visit www.basf.com/usa.

BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from oil and gas to chemicals, plastics, performance products, agricultural products and fine chemicals. As a reliable partner, BASF helps its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges, such as climate protection, energy efficiency, nutrition and mobility. BASF has more than 95,000 employees and posted sales of almost €58 billion in 2007. Further information on BASF is available on the Internet at www.basf.com