Messebo Cement Factory introduced its new cement product, Portland Limestone Cement (Plc), to major contractors and architectures in the country on a reception held at Hilton Addis on Thursday December 28, 2012. The new product, which has a higher content of limestone is said to reduce the factory’s cost for coal used for burning clinker. It will also reduce the cost of transportation as the limestone is available at the mountain located behind the factory which is located in Mekelle, 780Km North of Addis Abeba in Tigray Regional State. The company is selling a quintal of cement at 130Br.The new product which can be used for any construction activities is said to be important during plastering and finishing phases of construction, explained Mussie Hagos, (right) research and development head of the factory. The invited stakeholders engaged in the construction sector however raised their concerns towards the strength of the product. Getachew Seyoum, (right) corporate service deputy general manager of the factory confirmed that the product is tested and approved by Ethiopian Conformity Assessment Enterprise (ECAE). “It is customary to resist any new product but it will penetrate the market once the customers see its benefit, said Mussie.