College basketball fans are not likely to see a "Got Concrete?" ad campaign appear on television during March Madness, but that could come if the National Ready Mixed Concrete Association is successful in gaining support for its pending checkoff campaign. The effort ups the ante for material producers at a time of increasing competition among interest groups that back construction's core commodities of concrete, steel, lumber and asphalt.
Board members of NRMCA gathered in Las Vegas on March 3 to vote on whether to move forward with a checkoff campaign. The board's affirmative decision now takes the campaign to producers around the country and, ultimately, Congress to drum up support for a program the Dept. of Commerce would eventually oversee.