James Studio
United Turf Alliance has a new CEO: Nicholas Strain, who has more than 15 years of industry experience and replaces George Furrer, now the general manager of Valley Green, Inc.
“I’m eager to lead UTA as we continue growing the ArmorTech and Optimizer portfolios,” Strain said. “With a clear commitment to turf and ornamental professionals, UTA is well-positioned to meet the evolving demands of the industry.”
Strain has worked in distributor and manufacturer sales positions along with leadership of the turf and ornamental division for Control Solutions, Inc. Most recently, he served as the vice president of business development at Primera. He holds a B.S. in agricultural business from the University of Wisconsin-Madison.
“Nicholas brings a wealth of connections and knowledge to UTA,” said Bob Mele, chairman of the board. “We look forward to the direction he will take the consortium as we continue serving the industry through our exclusive network of distributors.”
United Turf Alliance (UTA) is a consortium of U.S. distribution companies that have developed a pesticide and plant-health portfolio under the ArmorTech and Optimizer brand names. UTA markets turf protection products exclusively through its members and dealer partners.