NaturaSeal International – A NaturaSeal Company, announces the expansion of its international presence and the appointment of Raymond George as its CEO for International Markets.

NaturaSeal is a leading international manufacturer that specialises in producing environmentally sustainable building envelope solutions that are 100% free of volatile organic compounds (VOCs), and is odourless and water-based. Its applications include but are not limited to waterproofing, air barrier, roofing, corrosion control, radon gas, dust and deep soil stabilisation, fireproofing and soundproofing.

The company was founded in Canada in 1999 as an independent family group, and is headed by Leon Goldstein, who is the co-founder and chairman of the group.

Since its establishment, NaturaSeal has led a revolutionary concept committed to ecological innovation, and consciously built a bold and solid green standard in the marketplace. Their eco-friendly, post blending and instant-setting, liquid-applied waterproofing and smart coating solutions formulated from organic compounds are designed to supersede traditional market offerings in both cost and performance.

Additionally, hundreds of installers, design professionals and building owners have over the years chosen NaturaSeal for its environmental sustainability, brand commitment, durability, reliability and serviceability.

NaturaSeal positions its sustainability-oriented products in the region

NaturaSeal expands horizons

Following the pivotal milestones achieved in North America, the Canadian group – NaturaSeal – through its subsidiary NaturaSeal International has decided to strengthen its global footprint into new markets across Europe, Middle East, Africa, Turkey and India and has appointed industry veteran Raymond George as the chief executive officer for its international operations which will be based in the UAE.

George has over 25 years of extensive experience establishing and leading operations for multinational companies across North America and several other international markets, including the Middle East and GCC countries. George will assume responsibility for incorporating the new business, building a team, heading regional offices and the overall activities in the target markets, and providing strategic planning and executing leadership.

Construction Week Middle East sat down with George to learn more about the group’s international expansion plans and how the Canadian firm is strengthening its foothold in the region through the positioning of its sustainability-oriented products.

“The new international headquarters will serve as the organisation’s global hub in supporting our expansion efforts, and is strategically located in Dubai, as it is the global nerve centre for foreign businesses and investments. Moreover, its business-friendly policies, recent legislative changes in foreign ownership of onshore companies, and future-forward infrastructure will provide a solid anchor that will facilitate an efficient platform for positioning and deploying our unique technology into the new target markets.”

Elaborating on the new markets NaturaSeal will be focusing on, George says that they are steadfast in their approach and will concentrate on the GCC region, and markets that will opt for new waterproofing technologies that are in line with their national initiatives for sustainable development.

He adds: “We are optimistic about initiatives such as the Saudi Vision 2030, the Dubai 2040 Urban Master Plan, and the UAE’s Net-zero strategy that are set to be a game-changer in favour of innovative and environmentally safe options, supporting a more diverse and sustainable economy.”

Fostering sustainability

George points out that the new entity will be working closely with local partners in each market to deliver a tailored experience that meets their specific needs and requirements.

Explaining further, he says: “Our materials are used in a wide variety of applications in building and construction, earthworks, as well as metal and concrete protection. Since our establishment, we have manufactured and supplied millions of square metres of environmentally safe products to customers and projects, globally.”

George says that the use of waterproofing membranes and coatings to protect the structural integrity of the building envelope is not a new concept. However, from the late 1990s to the 2010s, the construction industry witnessed technological advances in waterproofing materials and concepts, he notes, adding that as we advance, we see more changes from conventional designs to environmentally conscious solutions to support the concept of green building practices.

“Since its inception, NaturaSeal has dedicated its research and development initiatives to create the most effective and resource-friendly products to contribute to the preservation of the environment and represent the paradigm shift of a more sustainable urbanisation.

“We believe our proprietary and distinct methodology of developing and manufacturing performance coatings for a healthy planet utilising raw materials derived from recycling waste streams within the asphalt, wood chip, and pulp and paper industries is exclusive in the market. We offer value-added engineering, sustainable and safe building envelope system solutions at affordable costs to the construction industry.”

George concludes: “We are a green solutions provider, and our products and systems are successfully used in various complex applications and climates. We pride ourselves on having our innovative green products specified and installed on several award-winning projects and contributing to achieving net-zero transition and passive building principles, with the main consideration being to minimise the environmental impact of the building over its anticipated 100-year service life. We are pioneering the future today and leading the way in accelerating industry-changing success.”

Reference: https://www.constructionweekonline.com/business/naturaseal-international