"MVP has been one of the best programs we've ever offered to users of Laticrete products," stated Ron Nash, Laticrete Director of Sales. "We started the program a few years ago with 20 to 30 MVPs. Today, there are several hundred contractors participating. It became clear to us that we were forming strong partnerships with these contractors. So, we sat down and discussed what we could do to enhance the MVP program and recognize their loyalty."

Since its inception, the MVP program has been a three-way partnership between Laticrete, qualified Laticrete distributors, and tile and stone installation contractors. Once joining the program, there are many benefits offered to the contractor. These include rebate incentives, MVP Adventure Travel, rewards points and "Sneak Peaks" of new Laticrete products.

"There are even more benefits offered with MVP 3.0," stated Nash. "When MVP contractors have a need for technical support, there is now a separate dial-in phone number for special access to our Technical Services Department. There is also improved flexibility in the use of rewards points, including the ability to use their points to pay for registrations and lodging at industry events like Surfaces, Coverings and the TCAA National Convention."

Ed Metcalf, President of Laticrete North America Division, was the person who spearheaded the movement of upgrading the MVP program. "The Laticrete 'Most Valued Partner' program has been a huge success because it is more than just a loyalty program," he said. "We engage with our MVPs in every possible way to help them grow their business and give them an advantage over their competition. MVP 3.0 is the latest step in the program's evolution, intended to help make the benefits of MVP even more apparent and readily accessible to our most dedicated end-users."