LATICRETE celebrates 70 years with family additions to board of directors. ByPoolPro March 27, 2026 LATICRETE, a leader in globally proven construction solutions, marks its 70th anniversary with the appointment of Daniel B. Rothberg and Henry B. Rothberg to its board of directors. Founded in 1956 by Dr. Henry M. Rothberg and Lillian Rosenstock Rothberg, LATICRETE began with a breakthrough innovation that transformed tile and stone installation materials and methods. Over seven decades, the company has introduced various other industry-first innovations while also growing into a global leader, operating in over 100 countries. Henry B. Rothberg, a second-generation family leader and retired executive, has been a part of LATICRETE for more than six decades. During his tenure with the company, he served as an advocate for technical excellence as well as development of and adherence to industry standards for ceramic tile and stone installation, all while advancing innovations across the U.S. and internationally."Henry's decades of hands-on leadership in building our global footprint, training teams worldwide and championing tile and stone installation standards and solutions make him an invaluable addition to the board," says David Rothberg, LATICRETE chairman.Daniel Rothberg, a third-generation family member, also joins the board in a fiduciary capacity, representing the founding family. His contributions include developing the LATICRETE resinous flooring business in Mexico and Latin America, integrating technology from the company's Brazilian acquisition, Solepoxy, and serving in the North America division as product manager for Masonry Veneer Installation Systems. "Daniel brings operational experience and a deep understanding of our history, purpose and technologies," says David Rothberg. In addition to board leadership, Samantha Rothberg serves as senior director of marketing and communications, overseeing the company's marketing communications function, while Alex Rothberg works within the operations team as director of integrated business planning, aligning commercial strategy with operational execution across demand planning, inventory strategy, capacity planning and distribution.The newly introduced Rothberg Family Vision & Values Statement formalizes core principles that have guided the company for 70 years: collaboration, integrity, innovation and social responsibility. It will serve as a foundation for long-term decision-making. "Reaching our 70th anniversary is a celebration of the passion, innovation and integrity that has defined our company since day one," says CEO Patrick Millot. "Our values and brand promises aren't just words on a page, but the foundation for how we operate, inspire our teams and deliver success with our partners around the world. We live by our commitment, 'For the Builders of a Better World.'"