Midland Concrete Products

What Midland Concrete Products does

Midland Concrete Products is a family-owned Iowa-based manufacturer and distributor of concrete, masonry, and landscape products, operating under that name since transitioning from earlier entities Concrete Stone Company and Marquart Concrete Products and tracing its roots to 1902. The company serves three primary customer segments — homeowners undertaking DIY outdoor projects, professional contractors, and architects/designers — through three physical showroom and yard locations in Waterloo, Hiawatha, and Clear Lake, Iowa. Beyond distribution, Midland operates its own wetcast and precast concrete production at the Hiawatha plant, most notably for the Rosetta Hardscapes product line (outcropping walls, dimensional steps, flagstone, fire features), following a 2021 facility expansion that added a new batching system.

The product portfolio spans landscape offerings (pavers, retaining walls, natural and manufactured stone veneer, fire and water features, lighting, synthetic turf, mulch/aggregates, edging) and masonry offerings (concrete masonry units in multiple sizes, bagged goods, brick from multiple national manufacturers, fireplace/chimney supplies, architectural metal, and masonry chemicals). The company aggregates third-party brands such as Unilock, Belden Brick, Glen Gery, Hebron, Cultured Stone, Eldorado Stone, Halquist Stone, Fond du Lac Natural Stone, MSI, Pangaea, Realstone Systems, and Kichler Lighting under one catalog, paired with a small set of digital tools (a mulch calculator and the Rosetta Wall Layout App) to support contractor and homeowner project planning.

The business model is a transaction-based, quote-driven product sale, with revenue generated at the showroom and yard level; contractors access pricing through a login portal while homeowners receive quotes by phone or contact form. Go-to-market is enterprise-style field sales combined with showroom retail, supported by a multi-channel marketing approach including project galleries, FAQ and resource content, and community engagement. The firm is privately held with 11–50 employees, no disclosed funding rounds, and no parent company, and it operates exclusively within a single domestic U.S. geography (Iowa).

Name

Midland Concrete Products

Legal name

Midland Concrete Products

Website

https://midlandconcreteproducts.com

Company type

Private

Founded year

1902

Operating status

Operating

Headcount range

11–50 employees

Short description

Midland Concrete Products is a family-owned Iowa manufacturer and distributor of concrete, masonry, and landscape products, serving homeowners, contractors, and architects through three showroom and yard locations and an in-house Rosetta precast operation.

Ownership category

akta.pro rank

Product category

Concrete and Masonry Building Materials

NAICS

Other Concrete Product Manufacturing (327390), Concrete Pipe, Brick, and Block Manufacturing (32733), Concrete Block and Brick Manufacturing (327331)

SIC

Concrete Products, Except Block & Brick (3272), Retail-Lumber & Other Building Materials Dealers (5211), Structural Clay Products (3250)

akta.pro primary industry

Precast Concrete Products (IMADAAAB)

akta.pro secondary industries

Concrete Flatwork & Decorative Concrete (Stamped, Stained) (HSAIACAJ), Concrete, Cement & Aggregates Retail (Bagged Mix, Sand, Gravel) (CRAIAEAG)

Keywords

• Concrete masonry products
• Landscape supply materials
• Hardscape products
• Retaining wall systems
• Building stone products

Headquarters

HQ city

Clear Lake

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Product Sales: One-time sales of concrete, masonry, and landscape products including pavers, retaining walls, water features, fire features, natural stone, manufactured stone veneer, brick, concrete masonry units, and related accessories. Revenue is generated through direct product sales at showrooms with pricing provided via quotes.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Midland Concrete Products manufactures and supplies concrete, masonry, and landscape products including pavers, retaining walls, natural stone, manufactured stone veneer, brick, concrete masonry units, fire features, water features, pergolas, and synthetic turf. The company also manufactures its own proprietary Rosetta wetcast and precast concrete product line at its Hiawatha facility. Products are sold through three public showrooms across Iowa serving homeowners, contractors, and architects.

Product overview

Midland Concrete Products is a family-owned masonry and landscaping products supplier founded in 1902, operating as a single unified product/service offering rather than a platform-plus-modules architecture. Their product portfolio centers on two main categories: Landscape Products (including edging, water features, pavers, steps, pergolas, natural stone, fire features, retaining walls, lighting, mulch/aggregates, synthetic turf, and accessories) and Masonry Products (including bagged goods, concrete masonry units, masonry chemicals, fireplace/chimney supplies, architectural metal, building products, sills/caps/keystones, stone veneer, brick, and manufactured stone veneer). They also manufacture proprietary Rosetta branded products (wetcast and precast concrete landscape products including Kodah, Grand Ledge, Outcropping, Belvedere, steps, flagstone, and fire pits) at their Hiawatha facility. The company serves contractors, architects, and homeowners through showrooms in Clear Lake, Waterloo, and Hiawatha, Iowa, and offers complementary tools including a mulch calculator and Rosetta Wall Layout App. Their products are sourced from major manufacturers including Unilock, J&N Stone, Cultured Stone, Eldorado Stone, various brick manufacturers, Halquist Stone, and Fond du Lac Natural Stone.

Differentiator

Problem solved

Functional benefit

Brands

• Rosetta: A product line featuring Rosetta Hardscapes products including outcropping walls, dimensional steps, and fire pits.
• King's Synthetic Turf

Products and services

• Pavers Concrete and natural stone pavers for patios, walkways, and driveways, including Unilock brand styles such as Copthorne, Beacon Hill Smooth, Treo Smooth, Holland Premier, and Courtstone. Used by homeowners and contractors for residential and commercial hardscape projects.
• Retaining Walls Retaining wall systems including concrete retaining wall systems, large block wall systems, caps, natural stone retaining walls, outcropping retaining walls, and accessories. Includes Rosetta products (Kodah, Belvedere, Grand Ledge, Outcropping), Unilock U-CARA, Stonegate, and Versalok for residential and commercial projects.
• Natural Stone Natural stone products including boulders, flagstone/steppers, landscape accessories, natural stone edging, outcropping, wall stone, and natural stone pavers. Sourced from Halquist Stone, Fond du Lac Natural Stone, MSI, Pangaea Natural Stone, and Realstone Systems for landscape and masonry projects.
• Brick Brick products from major manufacturers including Belden Brick, Glen Gery, Yankee Hill Brick, Pacific Clay Brick, Metro Brick, Hebron Brick, Cloud Ceramics, Kansas Brick and Tile, Commercial Brick Corporation, Triangle Brick, and General Shale, used for residential and commercial masonry projects.
• Manufactured Stone Veneer Manufactured stone veneer products from J&N Stone, Cultured Stone, Eldorado Stone, and Casa di Sassi brands, used for exterior and interior residential and commercial architectural applications.
• Natural Stone Veneer Natural stone veneer products for exterior and interior building applications, sourced from natural stone suppliers.
• Concrete Masonry Units (CMU) Concrete masonry blocks in various sizes (2", 3", 4", 6", 8", 10", 12") plus specialty and architectural concrete masonry units for masonry construction projects.
• Fire Features Fire pits, gas inserts, fire pit caps, fireplaces, and accessories for outdoor heating and ambiance. Includes Belvedere Fire Pit, Kodah Fire Pit, and various fire bowl options for residential and commercial outdoor living.
• Water Features Complete water feature solutions including basins, blox, electrical components, filters/skimmers, fountains/spillways, installation tools, kits, liners/underlayment, maintenance products, plumbing, pumps, and underwater lighting for residential and commercial landscape projects.
• Pergolas Customizable pergola structures for outdoor shade and architectural charm, including the Heartland Pergola brand for residential and commercial outdoor living spaces.
• Steps Concrete and natural stone steps including dimensional steps and irregular steps from Rosetta product lines for landscape and architectural applications.
• Edging Products Concrete and natural stone edging products for landscape borders and definitions, including bullet edger, concrete edging, and natural stone edging options.
• Lighting Outdoor lighting solutions including accent lights, deck/patio lights, hardscape lights, inground lights, path lights, underwater lights, and wall wash lights, including Kichler Lighting products for landscape and hardscape applications.
• King's Synthetic Turf Artificial grass products made with polyethylene for residential and commercial landscaping, playgrounds, athletic fields, pet areas, and golf greens.
• Mulch and Aggregates Bagged and bulk mulch and aggregates for landscaping in various colors and sizes, available in bagged and bulk formats.
• Ice Melt Products Deicing and snow removal products for winter safety used in residential and commercial applications.
• Bagged Goods Bagged concrete and mortar mix, mortar color, and sand products for masonry work by contractors and homeowners.
• Masonry Chemicals Chemical products for masonry including caulk, sealers, cleaners, and repair products used in masonry construction and maintenance.
• Fireplace and Chimney Supplies Fireplace and chimney components including flue liners, chimney caps, dampers, firebrick, refractory products, and other fireplace supplies for residential and commercial masonry construction.
• Architectural Metal Products Exterior siding and architectural metal accessories for building facades used in commercial and residential construction.
• Building Products Building materials including plastic/rubber products, masonry tools, steel reinforcing, and moisture control systems used in masonry and construction projects.
• Sills, Caps, Keystones and Address Stones Architectural detail products including Indiana Limestone and Silverdale caps and sills, keystones, and address stones for residential and commercial architectural projects.
• Landscape Accessories Wide range of landscape accessories including adhesive, artificial grass, cleaners/sealers, drain tile, edging accessories, grid/fabric, jointing sand, marking/paint, outdoor kitchen components, pins, precast miscellaneous items, tools, and watering accessories.
• Rosetta Product Line Premium wetcast and precast concrete landscape products manufactured in-house at the Hiawatha facility, including Kodah, Grand Ledge, Outcropping, Belvedere, Superior Steppers, Grand Flagstone, Dimensional Flagstone, Amaro, Bordo Edging, Miros, and fire pit blocks. Designed for landscape contractors and homeowners seeking high-end hardscape solutions.
• Clearance Products Discounted landscaping and masonry products including aggregates/mulch, cleaners/sealers, lighting, miscellaneous items, natural stone, pavers, precast, retaining walls, tools, and water features sold at reduced pricing.
• Mulch Calculator Free online calculator tool to estimate mulch and rock quantities needed for landscaping projects based on area dimensions and desired depth, available to homeowners and contractors.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• Halquist StonecoreOthersNatural stone supplier providing Halquist Brookfield Grey Tumbled and other natural stone products for masonry projects
• Fond du Lac Natural StonecoreOthersNatural stone supplier providing dimensional steps and flagstone products including Fond du Lac varieties
• J&N StonecoreOthersManufactured stone veneer manufacturer supplying products like Monarch Quartz Island Blend and Price Ledge Slate used in projects including Lost Island Theme Park
• Cultured StonecoreOthersManufactured stone veneer brand offered through Midland for residential and commercial projects
• Eldorado StonecoreOthersManufactured stone veneer brand offered through Midland for architectural projects
• MSIminorOthersHardcape and stone products supplier offering stacked stone options
• Pangaea Natural StoneminorOthersThin stone veneer supplier providing natural stone options
• Realstone SystemsminorOthersNatural stone products supplier for landscape applications
• Belden BrickcoreOthersBrick manufacturer supplying midwestern fired clay brick products including specialty shapes
• Glen GerycoreOthersBrick manufacturer providing brick products for masonry projects
• Hebron BrickcoreOthersRegional brick manufacturer supplying products including Hebron Slate Grey Velour Modulars
• Yankee Hill BrickminorOthersBrick manufacturer offering products through Midland distribution
• UnilockcoreOthersMajor paver and retaining wall supplier providing products including Beacon Hill, Copthorne, Treo Smooth, Holland Premier, and U-CARA wall systems used extensively in projects
• Rosetta HardscapescoreOthersPremium outcropping and dimensional step manufacturer providing products like Kodah Wall, Grand Ledge, Belvedere, and Outcropping. Rosetta products are manufactured in-house at Hiawatha plant with dedicated Wall Layout App for design support
• Kichler LightingminorOthersLighting manufacturer supplying outdoor hardscape and accent lighting products
• King's Synthetic TurfcoreOthersSynthetic/artificial turf supplier offering products for residential, commercial, and sports applications with full installation guide resources

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• SiteOne Landscape Supply: Largest US distributor of landscape supplies, including hardscapes, with hundreds of branches. Represents the scaled national incumbent whose expansion and pricing could pressure independent hardscape retailers like Midland.
• Oldcastle APG (CRH): National manufacturer of pavers, retaining walls, and concrete masonry under brands like Belgard, Anchor, and Pavestone. Sets the competitive ceiling on product breadth and pricing in Midland's core categories.
• Quikrete Companies (Pavestone): Large national manufacturer of concrete, mortar, and bagged goods, plus the Pavestone line of pavers and retaining walls. Overlaps with Midland's bagged goods and paver categories and competes for the same contractor and DIY customers.

Others

• Unilock: Major North American manufacturer of pavers and retaining walls, and currently a key product supplier to Midland. Comparable in product category and a partial competitor for premium hardscape work, with a similar contractor/dealer GTM.
• Rosetta Hardscapes (owned by ABC Supply): Brand owner of the Rosetta precast/wetcast line that Midland manufactures under license. Closely tied as a licensor/supplier and an indirect strategic dependency for Midland's proprietary product positioning.

Direct peers

• County Materials Corporation: Family-owned Midwest manufacturer and distributor of concrete masonry, hardscape, and landscape products. Highly comparable in product mix, regional manufacturing-plus-distribution model, and target customer base of contractors and homeowners.
• Pioneer Landscape Centers: Multi-state distributor of hardscape, landscape, and masonry products with retail yards across the Western and Central US. Comparable as a regional hardscape and masonry supply retailer serving contractors and homeowners.
• York Building Products: Mid-Atlantic manufacturer and supplier of concrete masonry, stone, and hardscape products distributed through company-owned retail yards. Comparable regional concrete-masonry manufacturer-distributor with showrooms.
• Mutual Materials Company: Pacific Northwest manufacturer of concrete masonry units, pavers, retaining walls, and brick, with showrooms serving contractors and homeowners. Directly comparable as a family/privately-owned concrete masonry manufacturer and retailer.
• Best Stone Hardscape & Masonry Supply: Regional hardscape and masonry supply distributor with showrooms serving contractors and homeowners, distributing similar product lines including pavers, retaining walls, natural stone, and brick.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ConcreteMidland
• Facebookfacebook.com/midlandconcreteproducts

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Midland Concrete Products