American Clay Introduces New Marittimo Finish at NAHB Green Building Conference; Growth Year Laid Out

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American Clay Earth Plaster, the natural finish for interior walls and ceilings is proud to announce the April 1st launch of its long-awaited Marittimo finish at the annual National Green Building Conference, Booths #303 and 305, from March 13-14, in Albuquerque, NM. Produced by the National Association of Home Builders, this is the only national conference targeted to "Green Building" for the mainstream residential building industry. American Clay -- which has taken the ‘green’ concept to a finer level without sacrificing its eco-goals -- grew by 400% this past year, and was voted a 2005 Best Product by both BuilderNews and Architectural Record, adding to its 2004 Outstanding New Green Product Award from the NAHB. Marittimo is based on a traditional Moroccan plaster known as ‘tabi’, which uses reclaimed shells as its base and is known for its luminescence and durability.

American Clay Earth Plaster, the natural finish for interior walls and ceilings is proud to announce the April 1st launch of its long-awaited Marittimo finish at the annual National Green Building Conference, Booths #303 and 305, from March 13-14, in Albuquerque, NM. Produced by the National Association of Home Builders, this is the only national conference targeted to "Green Building" for the mainstream residential building industry. American Clay -- which has taken the ‘green’ concept to a finer level without sacrificing its eco-goals -- grew by 400% this past year, and was voted a 2005 Best Product by both BuilderNews and Architectural Record, adding to its 2004 Outstanding New Green Product Award from the NAHB.

Marittimo is based on a traditional Moroccan plaster known as ‘tabi’, which uses reclaimed shells as its base and is known for its luminescence and durability. A two-year work-in-progress for American Clay, they are now the only company of their kind to offer this type of finish. “We are very excited about introducing Marittimo as our premium finish,” says Carol Baumgartel, VP Marketing for American Clay. “Founder/CEO Croft Elsaesser reworked our original formulation in order to commercially manufacture Marittimo. It’s beautiful, and provides a harder finish than Loma and the super-smooth Porcelina. Its durable waxlike finish gives off a soft gentle glow to the walls. The crushed shells give a faceted backdrop to soft hues of blues, pinks, greens and taupes.” Samples can be seen at the NAHB booth.

American Clay has experienced great growth -- and ensuing acclaim -- this past year, due in great part to their continued, highly-focused approach to professional, personalized customer service and upgrading its accessibility, processes and the product itself:

  • In November, American Clay introduced a new “Dos Manos Classic” and “Dos Manos Pro System”, which augment the “Traditional System”. Both Dos Manos systems deliver a milestone in earth plaster application by eliminating the Primer step, greatly cutting labor costs. Moreover, Dos Manos Pro targets professionals and especially major homebuilders, as preparation takes training and hardens faster than the traditional system;
  • The “Train the Trainer” program was launched to train professional plasterers across the U.S. in knowledge of every aspect of the clay including textures, repairs, sealing, blending, corners, new product application techniques, substrate variables, mixing colors and recoating. The two programs have trained over 50 professionals to install American Clay. In addition, 30 participants are now certified trainers in 17 states, instructing application techniques for American Clay Plasters. The next ‘Train the Trainer” program is in Los Angeles in May, 2006;
  • This past year they grew to over 32 colors available + custom;
  • American Clay offers a 13-minute introductory instructional video (VHS/DVD).

About American Clay

American Clay products are applied much like a conventional plaster finish, but with none of the intrinsic problems of gypsum or cementitious plasters. There is no off-gassing or inherent waste on-site. Moreover, the plaster is non-flammable, gives additional masonry mass in rooms, resists mold growth, absorbs sound, breathes with temperature and humidity, and is easily repairable. It is a unique combination of clays, aggregates and natural pigments that offers builders and consumers a natural and elegant option.

American Clay Enterprises, Inc., is based in Albuquerque, NM, and its product is patent pending. The product and various workshops are available through their New Mexico office or through one of the growing number of retailers and distributors across the U.S. The website, http://www.americanclay.com, offers information on additional products, ordering, technical specifications, product application and additional resources and links.

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Julie Du Brow
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