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Aggregates Marketing Rebrands as AMI RockChain

Athabasca Minerals Inc.'s wholly-owned subsidiary, Aggregates Marketing Inc. has rebranded as AMI RockChain Inc., and launched a new website that recharacterizes this emerging, technology-enabled aggregates business.

Since the start-up of Aggregates Marketing Inc. some 10 months ago, the "RockChain" digital platform, and brand name has gained traction with increasing customer interest and demand for services. The name change and upgraded website intend to bring further clarity to AMI’s "midstream" business model of integrated supply-transportation solutions of aggregates, optimized by the use of technology, and underpinned by AMI’s Solution-Finder algorithm. 

The AMI RockChain website ( brings improvements to the user interface, is mobile-friendly, allows for more effective data collection and data management, and facilitates scalability for future geographic expansion.

"AMI RockChain is driving to become an innovative leader in the integrated supply-transportation-delivery of aggregates for the benefit of road builders, heavy construction contractors, pipeline and utility companies, and general contractors, engaged in infrastructure projects across Western Canada," the company said.

The Rockchain digital platform has a growing network of more than 900 suppliers, transportation providers and aggregate quality laboratories. Additionally, AMI RockChain has strengthened its customer service with integrated quality control, quality assurance and safety programs that validate product specifications and safe delivery to job sites.

Robert Beekhuizen, CEO of Athabasca Minerals and managing director of AMI Rockchain, said, “the rebranding of Aggregates Marketing Inc. to AMI RockChain Inc. is an important next-step in the progressive evolution of AMI’s diverse portfolio, and brings a more succinct profile that aggregates suppliers, buyers, transporters and stakeholders can identify with.”