Adam Farris has recently joined the company as a technical representative. Farris was most recently involved in outside sales as a ceramic tile consultant. As a Laticrete technical representative, Farris will establish new Laticrete relationships while also rebuilding existing accounts.

Patrick Kelley has also taken the position of technical representative in Ft. Lauderdale, FL. Previously a distributor for one of the largest ceramic and stone distributors in the U.S., Kelley also comes to Laticrete with experience as the vice president and general manager for distribution of ceramic tile with one of the largest Spanish manufacturers in Florida.

Larry E. Freeman has been appointed as West Coast regional manager. He brings more than two decades of solid sales and marketing experience to his new firm, most recently as western regionally manager for Nox Crete Chemicals. Prior to that time, Freeman worked 17 years as vice president of sales and marketing for The Burke Group, which marketed concrete consultation products, liquid chemicals, powder products and forming systems.

Additionally, Kenneth Cloud has been promoted to director of sales in North American. Cloud's career includes top-notch sales and management spots with some of the industry's most well-known floor-covering contractors, floor-covering contractors, floor-covering distributors and ceramic manufacturers.