Big River Industries Announces Consolidation of Brands

Big River Industries announced a new branding initiative to showcase the company’s expanded clay lightweight aggregate, spanning six applications including storm water management, horticulture, masonry, concrete, geotechnical and asphalt. The initiative features a new brand name called Riverlite, which is being implemented to consolidate three previous brands, Gravelite, Livlite and Arkalite.

“Current growth shifts led us to the decision to incorporate our three previous brands into a new, unified brand trademark,” said Jeff Speck, vice president of sales and marketing for Big River Industries.

The consolidation of the former three brands to Riverlite was based upon market research involving an evaluation of the construction, engineering and other relative industries in the Southeast and Midwest, where Big River’s products are distributed. “The new Riverlite designation signifies the quality of the expanded clay lightweight aggregates we offer, and the logistical benefits the rivers afford us,” said Speck.

A marketing campaign is being executed to communicate information about the new brand and its products. Elements of the campaign will include a new logo, advertisements, tradeshow signage, website enhancements and a press campaign.