After 35 years, Central Turf & Irrigation is introducing a new brand identity to Central Pro Supply.
“Rebranding after 35 years is both exciting and emotional,” president Bernardo Luciano said. “Our look is changing, but who we are remains the same. We’re still the family-owned company our customers have trusted for decades — focused on delivering innovative solutions that help them grow and succeed in a fast-changing world. As a former contractor, I knew the need for a better distributor existed, and that core value will always continue to be the backbone of our organization.”
Central now partners with more than 33,000 customers across the United States and Canada. The rebrand is driven by the company’s commitment to listening to those customers and adapting to meet their needs — whether by expanding product lines, offering new services, or enhancing operational support.
“Our customers are at the heart of everything we do,” sales and marketing VP Anthony Luciano said. “This rebrand is a recommitment — to service, to partnership, and to the kind of hands-on support that only a family-owned business can provide. As Central Pro Supply, we will continue to prioritize innovation, integrity, reliability, and genuine partnerships — providing the resources, support, and in-stock inventory our customers need to thrive.”
The refreshed brand will be rolled out across all company platforms in the coming weeks and months, including a new website, updated signage, and digital communications.
