Five minutes with: Fares Saghbini, USG Boral
USG Boral Middle East’s managing director, Fares Saghbini, tells CW about his company’s expectations for The Big 5 2015, and its plans for the coming year
How would you assess USG Boral’s current market presence in the Middle East?
Our Middle East operations are coordinated from Dammam in Saudi Arabia, with regional sales offices across the GCC, Beirut, Turkey, and Greece.
Our main brand names include USG Boral ceiling tiles, Fiberock, Durock, Sheetrock, and Donn DX.
Our manufacturing operations for mineral fibre, shaftwall, drywall partition system (stud and track), Donn brand suspension systems, and Sheetrock brand joint treatment products, are based in Saudi Arabia, whereas our Sheetrock wallboard plant is based in Salalah, Oman.
What would you say are the main advantages of the USG Sheetrock brand?
Sheetrock gypsum panels are available in several core types for standard construction uses, namely regular core, firecode core, firecode C core, mold tough gypsum, and gypsum liner.
The new products score and snap easily, so no special handling is required. This line is Underwriters’ Laboratories (UL)-classified for fire resistance, surface burning characteristics, and non-combustibility. Our system testing assures long-term performance and safety of the product.
USG’s regular, fire code, and firecode C gypsum panels, meanwhile, score and snap easily, and are crack, warp, and fire resistant.
What products are you planning to showcase at The Big 5 2015?
Our main focus is on the Sheetrock wallboard systems, but this will not restrict us from exhibiting our ceiling and exterior wall systems.
We will have a special focus on our patented water shield ceilings as well.
Who are you looking to target at The Big 5?
USG Boral looks forward to meeting its partners from the industry – contractors and consultants, as well as dealers and distributors.
What do you expect to gain from exhibiting at the Dubai trade show?
Our goal is to educate the prospects and let our products, our knowledge, and expertise shine through. It might just steer more people towards doing business with us.
We aim to change the way in which buildings are built using the expertise of our team and USG’s extensive portfolio of products.
Of course, we will also use The Big 5 as a platform to launch Sheetrock wallboard, and to educate the market about its special characteristics.
How do you expect business within your sector to develop during the coming year?
Demand for test data, and fire and acoustics certificates, is growing within our product sector. The need for impact-resistant boards in hospitals and schools, and mold/moisture-resistant gypsum ceilings, has also increased. Finally, lightweight external wall systems are becoming more popular than traditional blockwork/CMU walls.