New turf distribution company forming in New England

New turf distribution company forming in New England

Advanced Turf Solutions partners with pair of industry veterans to purchase assets of Valley Green.


Advanced Turf Solutions, George Furrer and Charles Dooley have reached an agreement to form a new distribution company that will acquire the assets of Valley Green, Inc.

Advanced Turf Solutions serves turf managers across 14 states, and the agreement with Furrer and Dooley will be Advanced Turf Solution’s first step into expansion into the New England market. The transaction is scheduled to close at the end of the year, and the new company plans to hire the existing sales team and support staff of Valley Green, as well as operate under the name Valley Green.

"Valley Green customers can expect the same exceptional service but with access to more product offerings in the future," said Dooley, Valley Green’s President and founder.

Furrer will become Valley Green's general manager at the company's headquarters in Holyoke, Massachusetts.

"Chuck will continue to be part of Valley Green going forward," Furrer said. "As founder of the company, an Army veteran and great guy, we're lucky to have him continue the customer-first legacy he's built over 30 years serving the New England turf market."

Dooley added, "A partnership with George Furrer and Advanced Turf Solutions is a natural fit as I plan for the future of Valley Green. Our values and business philosophies are nearly identical, and I can trust that Valley Green customers and employees will be taken care of for years to come."

"Our intention is for the new company to grow Valley Green's business while maintaining its high service level, increasing supply, offering support and opportunities for employees, and continuing the business philosophy that has made Valley Green successful for over three decades,” Advanced Turf Solutions co-founder and chairman of the board Alex Cannon said.