New leadership will focus on research, industry partnerships and expanding awareness of water-saving turfgrass
The Turfgrass Water Conservation Alliance (TWCA) has named Steve Whitesell its new executive director as the nonprofit looks to expand the reach of its research and independently qualified water-saving turfgrasses.
Whitesell, principal and CEO of Radian Developers, will work with the TWCA Board of Directors to oversee the organization’s operations, research and trialing programs, membership development, industry partnerships and communications. His appointment completes a leadership transition announced earlier this year.
For golf course superintendents and other turf professionals facing increasing pressure to manage water efficiently, TWCA’s work centers on identifying turfgrass varieties capable of maintaining quality while requiring less water.
“TWCA has built a strong scientific foundation and a qualification program that gives our industry an objective way to identify turfgrasses with demonstrated water-saving potential,” said Lucas Solis, TWCA president. “Our next opportunity is to build on that foundation, strengthen the value we provide our members, and do a better job connecting the science with the people making decisions about landscapes and water use.”
Bringing Water, Data and Technology Experience to TWCA
Whitesell brings more than two decades of experience at the intersection of technology, data and natural-resource management.
Through Radian Developers, he has worked on software, analytics, research and communications initiatives involving outdoor water use and irrigation performance. He also serves as Head of Research & Technology for the Healthy Green Spaces Coalition, helping translate landscape, irrigation and water-use research into practical information for utilities, municipalities, nonprofit organizations, industry partners and the public.
“TWCA has something incredibly valuable — years of independent research demonstrating that better turfgrass genetics can be an integral part of the water-conservation solution,” Whitesell said. “The opportunity now is to strengthen the organization around that science, expand participation, and make the value of TWCA qualification easier for the industry and the broader market to understand and use.”
Putting Turfgrass to the Test
TWCA was created by competing turfgrass companies with a common goal: objectively identifying and advancing grasses capable of maintaining quality while using significantly less water.
The organization uses multi-year, multi-site trials and controlled drought testing to evaluate grasses. Results are measured using objective digital image analysis and reviewed by independent scientists before a variety can earn the TWCA Qualified seal. TWCA says qualified varieties can use up to 40% less water while helping preserve functional green spaces.
That research-based approach will remain at the center of the organization under its new leadership.
TWCA plans to continue its established research and qualification programs while placing additional emphasis on membership growth, research, industry partnerships and communications. Initial efforts will include working with existing members and stakeholders, coordinating TWCA’s research and trialing network, and exploring opportunities to increase adoption of TWCA-qualified products throughout the turfgrass and landscape markets.
“Water conservation is a complex issue, and there isn’t one solution for every landscape,” Solis said. “TWCA’s role is to continue producing credible data, maintaining a rigorous qualification standard, and helping demonstrate where improved turfgrass genetics can make a measurable difference.”
About the Turfgrass Water Conservation Alliance
The Turfgrass Water Conservation Alliance is a nonprofit organization dedicated to advancing water-saving turfgrass through rigorous scientific qualification. TWCA works with researchers and industry partners to evaluate turfgrass under controlled drought conditions using objective measurement and scientific review.
Turfgrasses meeting TWCA’s qualification standards earn the TWCA Qualified seal, helping consumers, landscape professionals and communities identify grasses with demonstrated water-saving potential.
Learn more at www.tgwca.org.
