The past few weeks have been filled with connections, insight and opportunity, including CMHA’s Annual Meeting and our most recent CMC Board meeting in Indianapolis.

While the Checkoff continues to highlight the many benefits of concrete block, recent events have underscored the importance of resilience. In the wake of Hurricanes Helene and Milton, as well as the devastating fires in California, it's now more important than ever to emphasize durability and disaster resistance as it pertains to building materials. As communities focus on rebuilding stronger, we’re committed to ensuring concrete masonry is at the center of these conversations. 

Being able to adapt our messaging in real time to address real-world challenges is essential. Equally important is looking ahead and thinking more broadly about transformational change. That’s why we dedicated part of our meeting to big-picture discussions — exploring bold, innovative ideas that will invigorate our industry. 

Day 1: Think BIG Session

With CMC’s full leadership team assembled, we rallied around one central theme: Think BIG! But what does bold thinking really mean? The discussion focused on how our industry must embrace strategic risks to unlock long-term benefits,
such as: 

• Investing in the Future: We explored how to build on past successes while taking calculated risks for better returns.
  
  
• Expanding Our Impact: The Board examined opportunities to bring in new voices, strengthen partnerships, and ensure CMU is positioned as the go-to building material in key markets.
  
  
• Setting the Stage for the Checkoff’s Future: With a five-year roadmap in place, we focused on the next big moves that will drive industry-wide growth.

Checkoff Counterparts 

We also heard from other Checkoff leaders, including those for avocados, pork and soybeans, about how their efforts have revitalized their respective markets. One key takeaway: Success doesn’t happen overnight.

• Hass Avocado Board: Focused on reshaping consumer perception through science-backed marketing, leading to a 3x increase in avocado consumption over a decade. 

• National Pork Board: Leveraged data-driven consumer insights to target three distinct generations, ensuring long-term industry demand. 

• United Soybean Board: Successfully diversified into new markets, expanding beyond food into industrial applications. 

The common denominator? Long-term strategy, research-backed messaging and partnerships that amplify impact.  

Building on these insights, we explored how CMC could apply these learnings. By the end of the session, we identified five key focus areas — Means & Methods, Building Trends, Partnerships, Marketing, and Innovations — each offering multiple opportunities for deeper exploration. 

Guest Speakers 

We also heard from Hessam AzariJafari, researcher at MIT Concrete Sustainability Hub, and our own Heidi Jandris about CMU’s role in reducing embodied carbon. Fun fact: Dry-cast blocks have many attributes that make them suitable for energy storage and self-heating applications! 

Additionally, economist Keith Prather joined us with some interesting statistics regarding the construction industry that left lots of us eager to hear more about. He shared specific economic opportunities available for us to increase demand.  

To name a few of them:  

• The #1 regional growth hotspot is in Texas, spanning the Dallas/Fort Worth, Austin, and Houston areas, with higher construction in these areas.  

• NOAA projects 15% more intense hurricanes by 2030. 

• Total construction averaged 2.5% growth in 2024, when adjusted for inflation.  

As you can see, the Think BIG session sparked valuable discussions and fresh insights from leading experts, giving us plenty to consider as we look ahead. With that energy in tow, we rolled straight into the Board meeting the next day, where those big ideas turned into action plans. Here’s a look at the key takeaways and what’s next for the Checkoff.

Day 2: CMC Board Meeting

This month’s Board meeting was all about keeping momentum going and sharing more information on many of our approved programs from the people leading them. We launched our five-year vision, ensuring every dollar invested aligns with our strategic goals: expanding market share, strengthening industry influence and delivering measurable results for our industry.  

We also looked at how to make strides with our unified brand strategy, discussed the next phase of the Block Design Collective, and how we continue to push forward in education, codes & standards, and marketing efforts.

The main event from our Board meeting was the program poster session, where program leads showcased their work and early progress. Seeing these programs in action, whether regional or national, goes to show why we do what we do — and why we’re so passionate about it. Each of the programs is a tangible effort driving change in real time for the betterment of our industry.

Thanks to you all for a productive, inspiring and thought-provoking trip. Big things are in motion, and this is just the beginning — excited to keep building what’s next with all of you.

Keep thinking BIG! 

We want to keep you in the loop about how your Checkoff dollars are making waves in the concrete masonry industry — without overloading your inbox. 

Please take a few minutes to fill out our communications survey (shouldn't take more than five minutes) and let us know what you think!

In appreciation for your input, you will receive a FREE Beauty of Block hat — while supplies last. Please complete the survey by February 21st to be eligible.   

We look forward to seeing your feedback!   

An Alternate Board seat is up for grabs with the Checkoff! We’re looking for a passionate leader ready to drive meaningful change and shape impactful Checkoff programs that advance our industry.  

Sounds like you, or someone you know? Applications are now open! 

Q4 2024 assessments are due February 28! This includes all units sold from October 1–December 31, 2024. 

BLOCK PROMOTERS CONFERENCE

The Checkoff is proud to sponsor the first-ever Block Promoters Conference, in partnership with CMHA, that is FREE for all block producers to attend. This will be a 1.5-day educational conference for block producers and their teams, focusing on equipping industry personnel with the tools they need to be successful. 

A large focus of this conference is to educate attendees on how to leverage and integrate the Block Design Collective resources and support functions into their daily activities and bring direct, measurable value to their local designers. The summit structure allows for networking opportunities for attendees to grow their professional networks.

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Upcoming Events 

Block Promoters Conference

March 4-5

Region 5 In-Person Meeting

March 11-12

Region 1 In-Person Meeting

March 26

Region 4 In-Person Meeting

March 26-27

Region 3 In-Person Meeting

April 2-3