The White Site 2001.02

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February 2001/1

NEWSLETTER FROM AALBORG WHITE®

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SITE Contents:

Front page

The AALBORG WHITE® Family welcomes you New Times, New Logo Page 2

Inspirational material available from AALBORG WHITE® The Asian Market for White Cement Page 3

AALBORG WHITE® Production Family Tree

The AALBORG WHITE® Family welcomes you The White Site – as this newsletter is called – is from the beginning aiming to bind us together as a family. In a family it is normal that we learn about each family member's activities. In this first issue of The White Site we will give you an introduction to different places and people across the world forming part of the AALBORG WHITE® family. In an international community it is also natural that the language of The White Site is in English.

The White Site will be circulated 4 times a year.

The target group of The White Site is to be developed over time to consist not only of AALBORG WHITE® family companies. The overall aim is to develop The White Site into being ”a place where people interested in the white cement and concrete world can gather information, get inspiring ideas for the use of white cement, and where research and development within the white cement and concrete world can be published”.

A natural audience in order to promote the use of white cement and concrete is architects, engineering companies as well as construction companies in addition to already existing white cement customers and users.

The White Site to family companies and to existing customers and users, and finally when inspiring details and photos of construction in white cement and concrete are plentiful, the circulation of The White Site will be extended to architects etc.

Enjoy your reading, and help us in making The White Site better by contributing with editorials, comments etc.

Søren Vinther, President & CEO, Aalborg Portland A/S and Aalborg Portland White A/S

However, knowing that these groups want value for their attention we will start circulating

New Times, New Logo

White Cement in Egypt Page 4

Aalborg Portland establishes White Cement Research Centre Your AALBORG WHITE® Sales Family in Aalborg

Jørgen Norup Executive Vice President, Sales and Marketing Aalborg Portland A/S and Aalborg Portland White A/S E-mail: nor@aalborg-portland.dk

Aalborg Portland is today an international company in white cement, not just a Danish company. With ownership in white cement companies across almost all continents it is a natural development that Aalborg Portland moves away from the Danish oriented and becomes globally oriented with a fresh and upbeat new

trade mark logo reflecting the roots of Aalborg.

A manual comes with this new logo so that any and all use of the trademark logo can be applied in the correct way. Naturally the new logo is registered and protected from misuse.

Whether you work locally, and/or think globally in the white cement world, you will now go hand in hand with the new AALBORG WHITE® trade mark logo.

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Request material from: ccg@aalborg-portland.dk

AALBORG WHITE® - Design Manual, how to use the trademark logo

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Side 6

Inspirational material available from AALBORG WHITE®

AALBORG WHITE® - A World Wide Provider of Worldclass White Cement

AALBORG WHITE® - Collector's Binder, a useful tool to hold your material

AALBORG WHITE® - Street Life, Light up the City

AALBORG WHITE® - Terrazzo, Beauty that Stands the Test of Time

AALBORG WHITE® - Mortars, Enhance the Beauty of Buildings

AALBORG WHITE® - Product Fact Sheet, all you need to know

AALBORG WHITE® - Structural Concrete, Brilliant Sophistication

CD-ROM AALBORG WHITE® - Print Ad Material, ready to use and easy to adapt to your local marketing

The Asian Market for White Cement

Bo Ankerfelt Managing Director, Aalborg RCI White Cement Sdn. Bhd. E-mail: boa@aalborg-rci.com.my

The Asian market for white cement is with some exceptions characterised by a lower usage of white cement compared to many other places in the world. There are many reasons for this, among others differences in building style, different stages of economic development, etc. However, most importantly, apart from some

countries, white cement has never really been promoted separately but has been sold more as just another cement product.

With their recent investment in Malaysia Aalborg Portland has shown willingness to push

the white cement usage in the region to a higher level. On the 1st August 2000 Aalborg Portland acquired 60% of the white cement activities of the Malaysian company Rock Chemical Industries (Malaysia) Bhd. The new company is now called Aalborg RCI White Cement Sdn. Bhd. The capacity is currently being expanded with the addition of a new state-of-the-art 500 tpd kiln in order to achieve a total production capacity of 200,000 tons white cement per year in Malaysia.

A large part of this additional capacity will be sold by actively promoting the usage of white cement towards all decision makers in the building process such as architects, construction companies, public building departments, building material producers, etc. Dedicated technical consultants are employed who will not only promote the usage of white cement but also assist with hands on advice on how to make and apply building material products based on white cement.

Currently the Asian demand for white cement is only 1/5 of the average European per capita consumption. We believe that by supplying a world class white cement in terms of whiteness, strength and consistency combined with a unique customers service packet, we are well prepared for expanding the usage and also to supply the additional demand.

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AALBORG WHITE® Production Family Tree The facility in Aalborg, Denmark used to produce 10% of the world consumption of white cement, and roughly 1/3 of all exports of white cement took place from Aalborg.

Over the next years the AALBORG WHITE® family is moving towards producing 20% of the world consumption supplying markets from local production facilities in each region, thus reducing long export freight distances, giving customers greater guarantee of supply and service in every aspect of the business.

Aalborg Portland A/S and Aalborg Portland White A/S, Aalborg, Denmark, wholly owned

Sinai White Portland Cement Co., Cairo, Egypt, part owned

Lehigh White Cement Company, Allentown, Pa., USA, part owned

Aalborg RCI White Cement Sdn. Bhd. Ipoh, Malaysia, part owned

White Cement in Egypt A modern white cement factory has forever altered the panorama of the Sinai Desert.

Sinai White Portland Cement Company is building its brand new cement plant 50 km south of El Arish, the coastal town and small MediJens Hedegaard Director, Sinai White terranean port. Excellent raw Portland Cement Co. materials are present here, E-mail: swcement@link.net and the necessary infrastructure has been provided in close co-operation with the Egyptian Government under the 1990 North Sinai Development Plan. The location is ideal for serving domestic consumers in northern Egypt, as well as the export markets throughout the Middle East, East Africa and around the Mediterranean Sea. The 1200 tpd dry plant has been designed and supplied by F.L.Smidth and is being erected by Egyptian cement plant specialist ARESCO, who has also managed the completion of the civil works. By the end of year 2000 the project reached the 75% completion mark, and the factory is expected to be in full production next summer – a satisfying 2-3 months ahead of schedule.

Sinai White Cement – the brand name of the product to be marketed in Egypt – is a joint venture between Aalborg Portland White, the Egyptian ASEC group and influential Egyptian investors. The partners thus represent over 100 years of cement production know-how, and

more than 25 years of Egyptian management experience. Once completed ASEC will have the technical management contract of the plant. In the past two decades ASEC has become a symbol of quality in the Egyptian cement industry. The sales administration will be run from the Cairo office by Sinai White Portland Cement Co. The plant is equipped with state-of-the-art environmental protection and surveillance devices, and the management is committed by contract to secure the high level environmental profile of the company.

We believe that our customers are best served, by producing high quality white cement, making it easily available to the markets at the right price, while doing the utmost to protect the environment.

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Side 4

Aalborg Portland establishes White Cement Research Centre

Jesper Sand Damtoft Vice President, R & D Aalborg Portland A/S and Aalborg Portland White A/S E-mail: jsd@aalborg-portland.dk

On 1 July 2000, Aalborg Portland established a white cement research and development centre. The objective of the centre is to develop Aalborg Portland’s white cements into the best applicable to all market segments.

Aalborg Portland’s laboratories will be expanded to support RDC. The major investment will be equipment for laboratory production of white clinker. A speciality mortar laboratory will also be established. Here analyses and special testing will be made specially aiming at the dry mortar segment.

The name of the centre is Aalborg Portland White Research and Development Centre, colloquially RDC.

Aalborg Portland has established an internationally leading centre which shall contribute to giving the best customer service of the market and making Aalborg Portland’s white cements the most applicable and preferred of the market. Developing and promoting applications for white cement will be emphasised. At the same time, the centre shall ensure that the optimal product can be produced in the most efficient way.

Projects will account for the major part of the RDC activities. The projects will often be carried out in co-operation with Aalborg Portland’s customers or universities and schools of architecture. At the same time, the possibilities of exchanging information between Aalborg Portland and the customers on the Internet will be developed. This issue is important, Aalborg Portland being a global group in white cement business with a global clientele.

The centre management is: - Jesper Sand Damtoft, Vice President, Research and Development - Søren Rasmussen, Project Manager - Duncan Herfort, Chief Geologist who will act as scientific adviser to the centre and the works.

Your AALBORG WHITE® Sales Family in Aalborg Ready to serve you...

Aalborg Portland A/S Aalborg Portland White A/S Rørdalsvej 44 P. O. Box 165 DK-9100 Aalborg

B-10 MARKETING A/S 239.076/01.02

From left to right: • Jakob F. Nørregaard, Regional Export Manager • Svend Barnholdt, Technical Manager • Henrik Hougaard, Sales Manager • Connie C. Grønbæk, Coordinator • Søren Vinther, President & CEO • Jørgen Norup, Executive Vice President, Sales and Marketing • Helle S. Nørgaard, Regional Export Manager

Editorial group: Jørgen Norup, Chief Editor Gurli Brogaard Svend Barnholdt Circulation: 1500

Phone: Fax: E-mail: Website:

+45 98 16 77 77 +45 98 10 11 86 sales@aalborg-portland.dk www.aalborg-portland.dk

AALBORG WHITE® is a trade mark registered by Aalborg Portland A/S