CEMBUREAU rebrands to Cement Europe, launches Cement Acition Plan

This strategic rebrand reflects a clear evolution: building on a solid legacy to position Cement Europe as a partner driving Europe’s competitiveness and climate neutrality.

With more than 200 plants across Europe and 120+ innovation projects already under way, Cement Europe embodies an industry that is fully local, essential to Europe’s autonomy, and a frontrunner in decarbonisation. The new identity connects this legacy with the future; bold, purposeful, and aligned with Europe’s wider clean and digital transitions.

“Cement has always been the foundation on which Europe builds,” said Jon Morrish, President of Cement Europe. “Our new identity honours that reliability, while reflecting who we are today: a sector powering change through innovation, circularity and partnership. Cement Europe stands for strength with purpose, helping Europe build its competitive, sustainable future.”

It is no coincidence that the rebrand coincides with the launch of the Cement Action Plan, a strategic blueprint outlining the policies needed to unlock investment in industrial decarbonisation while maintaining Europe’s competitiveness. The plan highlights how cement — indispensable to housing, infrastructure, renewable energy systems and digital facilities — can continue to support Europe’s growth while cutting emissions in line with the sector’s Net Zero Roadmap.

“Europe’s industrial transition must go hand in hand with competitiveness,” said Koen Coppenholle, CEO of Cement Europe. “Our members are investing, innovating, and deploying low-carbon solutions at scale, but to reach our ambitions, we need the right enabling framework. Cement Europe symbolises that partnership: between industry, policymakers and society.”

The Cement Action Plan: powering competitiveness, enabling transition

Building on the sector’s Net Zero Roadmap, the Cement Action Plan sets out the enabling conditions required for the European cement industry to remain competitive while delivering on its climate ambitions. The Plan responds to the growing dual challenge faced by industry: ensuring a level playing field and restoring the business case for decarbonisation investments.

“The Cement Action Plan sends a clear message. Competitiveness is paramount if we are to succeed in the clean transition,” said Jon Morrish, President of Cement Europe. “Our industry is ready to deliver low-carbon, circular materials, but we need the right regulatory, funding and infrastructure conditions to make it happen.”

Europe’s cement sector is already leading the race to decarbonisation, having launched more than 120 innovation projects across the continent. Yet without a competitive business model, these efforts are at risk. The Plan identifies clear actions to strengthen competitiveness:

• A watertight CBAM by 2026, ensuring fair treatment for imports and exports.
• Business planning security under the EU ETS, with regulatory consistency and long-term predictability.
• Competitive access to energy, through electricity market reforms, tariff reductions, and strengthened interconnections.

To enable the transition, it calls for:

• Robust funding and de-risking tools, including a dedicated Cement Decarbonisation Fund financed through ETS and CBAM revenues.
• Accelerated CO₂ infrastructure deployment, with EU-wide transport and storage capacity recognised as of overriding public interest.
• Lead markets for low-carbon products, driven by GWP disclosure, CO₂ labelling, and public procurement rules.
• Investment in skills, through reskilling and upskilling programmes across the construction value chain.

“We have the ambition, the technology and the projects. But without the right enabling framework, the transition will stall,” added Koen Coppenholle, CEO of Cement Europe. “The Cement Action Plan is a call for a strong policy partnership to deliver Europe’s industrial decarbonisation while keeping production, jobs and investment in Europe.”

You can find out more about Cement Europe's rebrand and the Cement Action Plan on the World Cement Podcast - available here.

Read the article online at: https://www.worldcement.com/europe-cis/16102025/cembureau-rebrands-to-cement-europe-launches-cement-acition-plan/