General Shale: EPD coverage and product snapshot
Specifiers ask one simple question when a masonry brand lands on their desk. Can I document this quickly with a credible EPD so the project keeps moving. Here is a crisp look at General Shale’s catalog and how well it shows up in the EPD universe, so sales teams know where they stand and what to fix first.
What General Shale makes
General Shale is a masonry heavyweight in North America with a broad portfolio. Expect classic clay brick for structural and veneer work, thin brick for interiors and retrofit facades, manufactured stone veneer for premium looks, plus hardscape units used in patios and site walls. Count the SKUs in the hundreds across colorways, textures, and sizes.
How many categories they serve
At a high level the range spans four to five distinct product families. Clay brick and thin brick are the core, with stone veneer and outdoor hardscapes rounding out the offer. That diversity is a strength when owners want a single brand across facade and site.
EPD coverage today
As of December 19, 2025, we do not see current, product‑specific EPDs publicly listed under the General Shale name in major market registries. Arriscraft, a sister brand in the group, shows previously published EPDs that appear to have lapsed. That puts the portfolio in a partial‑coverage position where some specs may proceed on industry‑average documents or not at all.
Why gaps matter to revenue
On projects pursuing carbon targets or LEED v5 pathways, products with third‑party verified EPDs are simpler for design teams to use. Without a product‑specific EPD, design teams often must plug in conservative defaults that make substitution more likely. The result is slower bids and a higher chance the line gets swapped for a documented alternative in late‑stage reviews.
A practical spec example
Thin brick shows up everywhere from education corridors to office lobbies. If a flagship thin brick series lacks an EPD, a specifier can pivot to an alternative veneer with a ready document. In adjacent categories, competitors actively publish EPDs for concrete pavers and CMU, including Unilock under UL and Oldcastle APG under ASTM, which signals to buyers that documentation is on the shelf and risk is low. That same signal on clay and thin brick would lift specability for General Shale.
Competitors they meet most often
Clay brick and thin brick frequently go head to head with Acme Brick, Glen‑Gery, Belden Brick, Endicott, and Pine Hall Brick in commercial work. For stone veneer, Westlake Royal’s stone brands are common alternatives on hospitality and multifamily. In hardscape, Unilock, Belgard, Pavestone, and Techo‑Bloc are regulars in site packages. Different materials can solve the same design intent, so documentation becomes the tiebreaker when aesthetics and price are close.
Fast path to close the EPD gap
Start with a portfolio triage. Pick one hero clay brick family and one thin brick line that sell in multiple regions. Confirm the right PCR used by peers, then assemble a clean 12‑month data window for fuels, electricity, materials, and waste. If a line is new, a prospective EPD can bridge the launch, with a scheduled refresh once a full year of production data exists. Choose a program operator that aligns with customer norms in your markets, and set a two to three year refresh cadence so sales collateral and databases stay current. Most importantly, pick an LCA partner who actually centralizes the plant data collection so engineering time isnt the bottleneck.
What good looks like next quarter
Publish product‑specific EPDs for one high‑volume clay brick and one thin brick series. Update sell sheets and reps’ submittal packets to put the EPD front and center. Feed the declarations to the big spec platforms and to key GCs’ prequal portals. Once the first two are live, roll the same playbook to stone veneer, then evaluate whether select hardscape units should join the list.
Thread pulled tight
General Shale already covers a wide swath of masonry needs. Getting two or three product‑specific EPDs out quickly would turn that breadth into a consistent documentation story, shorten submittal cycles, and keep late‑stage substitutions from eroding margin. The brands that win the carbon paperwork game tend to win the spec, too.
Frequently Asked Questions
Which General Shale product families should be prioritized for first EPDs
Start with the highest‑volume clay brick series used across regions, followed by a flagship thin brick line with strong interiors demand. These drive immediate spec wins and create a template for stone veneer and select hardscape units.
What if the right PCR for clay brick is unclear
Benchmark the PCR referenced by major peers’ declarations, then confirm operator acceptance in your target markets. A capable LCA partner will validate fit and flag upcoming PCR revisions so timelines account for them.
Can a new product launch without a full year of data still get an EPD
Yes. A prospective EPD is possible with a partial data window, then refreshed after a full year of production. Plan the refresh cadence up front so sales teams know when updated results will post.
Do industry‑average or association EPDs solve the spec problem
They help, but product‑specific EPDs avoid conservative default factors and simplify carbon accounting on projects. That reduces substitution risk and shortens bid cycles.
Which operators do specifiers commonly accept for masonry
UL and ASTM are widely recognized in North America for masonry and hardscape products. Choose the operator your customers encounter most in their submittal stacks.
About the Author
Eric works at the intersection of sustainability, regulation, and business strategy, helping manufacturers navigate the evolving landscape of EPDs and LCAs. Having spoken with hundreds of teams across North America, brings a deep understanding of what drives ROI, what regulators are asking for, and how companies can stay ahead with smart, scalable approaches to environmental reporting.
