Bluestone is one of the most well known natural raw materials originating from Belgium. Extracted for centuries, it is mostly found in quarries in the south-west of Belgium. Growing aggressive competition from Chinese companies – offering a similar looking product but much lower quality – posed a market threat and also raised extraction and environmental issues. We helped Les Carrières de la Pierre Bleue Belge to identify and reinforce all its sustainable assets in order to differentiate itself. Through our strategic counselling and positive communications tool development, Belgian bluestone achieved a higher profile, stronger brand recognition and improved market results.