Speaking like someone who has run a construction operation before, Juan Carlos Terroba complains about how wasteful and time-consuming a project can be. “Look at how much concrete is tested,” says the former Mexico-based concrete producer. “It’s ridiculous. It goes way beyond your normal quality-control standards.”
Terroba recently left his family’s large, ready-mix business, Productos Cement-eros Mexicanos, to head up iCrete, a private-equity-financed technology company that opened its doors in 2007. Located in the most unlikely of places, inside ritzy Beverly Hills, Calif., iCrete is gaining star status for its lean-andgreen performance on commercial buildings.