Fish Head Farms, Inc., the manufacturer of FISH SH!T Organic Soil Conditioner, today announced an exclusive sales, marketing and distribution agreement with Advanced Turf Solutions (ATS), the employee owned green industry corporation based in Indiana. ATS will serve as the exclusive partner for FISH SH!T® across the golf course, lawn and landscape, and sports field markets throughout the United States and its territories.
The partnership covers all three ATS divisions; golf courses, lawn and landscape, and sports fields and puts FISH SH!T in the hands of ATS field representatives nationwide. ATS will sell the product into as well as expand the existing wholesale distribution channel across the country; providing superintendents, lawn care operators, sports turf managers, and specialty-surface managers a single, exclusive path to the most robust biology available in the market.
A Unique Product for High-Performance Turf
FISH SH!T is a living microbial soil conditioner produced at Fish Head Farms from composted tilapia manure using a proprietary process. It is not a fertilizer and contains no available N-P-K. Each bottle is a living ecosystem of more than 4,000 distinct beneficial microbes designed to mobilize and solubilize nutrients, unlock tied up phosphorus, improve water holding capacity, increase aerobic activity in the soil, and drive longer, denser root systems. The product is OMRI, CDFA and CFIA listed and USDA BioPreferred. A national golf course trial, performed by an independent third party, showed an increase in mycorrhizal activity of more than 50 percent and meaningful gains in phosphorus availability and tissue nutrient uptake.
A Multi-Billion-Dollar Professional Turf Opportunity
The U.S. golf industry alone generates more than $35 billion in course and club revenue and supports an economic footprint well above $100 billion, with roughly 16,000 courses at nearly 14,000 facilities and on-course participation of about 29 million players. Professional turf and ornamental inputs in North America are a multi-billion dollar category. U.S. turf and ornamental protection alone is estimated in the $2.2–$2.9 billion range and growing; covering golf, commercial landscape, and ornamental plantings. Sports and athletic field construction and surfaces represent several additional billions annually, spanning football, soccer, baseball, lacrosse, rugby and specialty venues such as polo fields, where natural grass quality, recovery and root zone health are operationally critical. Together, these markets demand products that improve playing surfaces while reducing stress, water demand and input waste; the exact role FISH SH!T® is built to play.
Quotes
“We built FISH SH!T as a living ecosystem, not a lab isolate, and golf and professional turf are where that difference shows up fastest; stronger roots, better nutrient use, and surfaces that recover quickly,” said David Benharris, Chief Executive Officer of Fish Head Farms, Inc. “Advanced Turf Solutions already lives in the same yards, greens and sports fields we want to serve. Giving ATS exclusive sales, marketing and distribution rights for the United States and its territories means every ATS representative, and the wholesale channel they currently serve, can stand behind one unique product with a straight story. I am extremely excited about this partnership and the opportunity it presents for both companies.”
“Exclusivity only matters if the product is truly different. FISH SH!T® is. It is a living soil conditioner with thousands of beneficial microbes, not another fertilizer or a one strain inoculant, and the agronomic benefits; root development, nutrient availability, water use efficiency and plant resilience are exactly what our golf course, lawn and landscape, and sports field customers are asking for,” said Scott Brame, Chief Executive Officer of Advanced Turf Solutions. “Having the exclusive right to sell, market and distribute this product across the United States and its territories, through all three of our divisions and our wholesale channel, lets our field team take a unique tool to every account we already serve. That is why we are excited to partner with Fish Head Farms.”
How the Partnership Works
Under the agreement:
- ATS holds exclusive sales, marketing and distribution rights for FISH SH!T® in the golf course, lawn and landscape, and sports field markets across the United States and U.S. territories.
- All ATS field representatives in the golf course, lawn and landscape, and sports field divisions will promote and support the product in the field.
- ATS will sell FISH SH!T into its existing wholesale distribution network nationwide, extending reach beyond ATS’s own locations.
About Fish Head Farms
Fish Head Farms, Inc. is a privately held company based in Rhode Island that uses aquaculture, organic processes and eco-friendly technology to manufacture FISH SH!T , a living microbial soil conditioner for golf course, lawn and landscape, and sports field markets, agriculture and cultivation. Learn more at www.fishheadfarms.com.
About Advanced Turf Solutions
Advanced Turf Solutions (ATS) is an employee owned green industry distributor serving professionals in the golf, lawn care, and sports turf markets. ATS was founded in Fishers, Indiana, in 2001 and serves customers via 30+ locations throughout the Midwest, Northeast, and South. Learn more at www.advancedturf.com.
Note: FISH SH!T® is a registered trademark of Fish Head Farms, Inc. Market figures are industry estimates compiled from published sources including IBISWorld, National Golf Foundation and specialty crop-protection market reports and are provided for context only.
