NEW YORK — It’s a name that means a lot to a lot of builders, but the building materials company Firerock has long struggled to define its own brand.
Its products range from building materials and fireproofing materials to roofing materials and other construction equipment.
But the company’s founders, the brothers Adam and Michael Kallos, have decided to embrace the phrase.
“I love to talk about building materials,” said Adam Kallo, who heads up Firerock’s construction and demolition operations.
“It is our calling, our core mission.”
The company has been working to make its brand a more cohesive identity, and has created an online resource for its employees to learn about its products and products offerings.
Adam Kalowitz said Firerock is still a bit of a work in progress, but that its current products are “well-received.”
“Building materials are just so much more complex,” said Kallotos.
“They’re a combination of materials that have been in our families for a long time, and it’s hard to make a statement about that.
We’re very excited about the potential of the product, and what we can bring to the community.”
But building materials aren’t just a focus for the Kallots, who have built dozens of properties and a variety of businesses in New York, New Jersey and Florida.
Adam said he grew up building his own fireproofer in his parents’ basement in Florida and also started working with fire-proofing in the 1970s.
“When I was in college, I was actually making stuff for fire safety,” he said.
“You could actually use the word ‘fireproofing’ now.”
Kallowitz said the two of them also got involved with a building material called fire rock.
Fire rock is a mix of mineral and mineral-rich gravel and rock that is made from the crushed remains of an ancient lava lake, and is used for insulation.
“We used to build it on the backs of our trucks, but now we’re using it for everything,” he explained.
“There’s a lot more fire rock in our buildings now than there used to be.”
Kallsons, a graduate of the Culinary Institute of America, also owns a company called Sustainability Tools, which specializes in building materials.
They are known for their high-quality and eco-conscious products, including the Kallson Fireproofing System.
“Our product line is focused on building materials because that’s what we are passionate about,” said Michael Kalocz, a senior vice president at Sustainance Tools.
“Building is an area that we’re passionate about.
We believe that our products are going to have an impact on our communities, our families and our communities in general.
And we believe that it’s good for the environment.”
Building materials are a key focus for Firerock in the area of sustainable construction.
According to the company, it has been able to sell products that are both environmentally friendly and have high-impact properties.
“The number one thing that we have to sell is our fireproof products,” Adam Kallo said.
The Kallottos, who say they are committed to the sustainability of the building industry, have spent the past few years building their company from a tiny operation in their Florida backyard to one that operates a major facility in Florida.
The company, which employs about 150 people, has more than 1,500 employees, and they are focused on delivering better products to the local market, including building materials that are sustainable and more environmentally friendly.
“For us, building materials are really the key to our business,” said Firestone CEO James Wainwright.
“If you look at our portfolio, we are very environmentally conscious and we are really committed to sustainability.”