A group of companies have banded together under the banner of Concrete for Maryland, as they believe the material is much better to use on roads than asphalt.
Concrete was said to be more cost-effective, durable and long-lasting than its alternative, as well as more environmentally friendly.
By contrast, asphalt needs to be patched or overlaid every few years and is far more expensive than concrete, yet is more widely used across the region.
Tom Evans of the Maryland Ready Mix Concrete Association commented: "We're facing a big challenge in changing perceptions and changing a culture that for so long has favoured asphalt over concrete."
However, he said he believes the time is right to address the subject, as the issue of saving money and helping the environment is high up on many people's agendas.
If the coalition is successful, demand for products such as concrete roadforms could shoot up.
These allow construction engineers to keep the wet concrete in place until it solidifies and is able to stay in shape by itself.