Major New England Distributor Valley Green Transitions to Advanced Turf Solutions Name

Valley Green, an Advanced Turf Solutions Company, will begin operating under the Advanced Turf Solutions name starting January 1, 2025.

The two companies came together in 2022 when Advanced Turf Solutions, Inc., George Furrer, and Charles Dooley formed a new company that acquired substantially all of the assets of the New England-based distributor Valley Green, Inc. Operating as one, Advanced Turf Solutions (ATS) will cater to the needs of customers in 30 states through 33 locations.

“Since the pandemic, customer service in our industry and others has been diluted. We refuse to accept that as the new normal. This consolidation reinforces our commitment to providing customers with sound agronomic advice, the best product choices available, and second-to-none service,” said George Furrer, president of Valley Green. “Our goal remains to be the supplier of choice for professional turfgrass managers in New England and across the country, and we’ll continue to invest in things that support that goal and allow us to serve more customers.”

As Valley Green locations adopt the ATS name, Valley Green’s legacy will continue as a retail brand catering to homeowners who are passionate about lawn care.

Valley Green’s sales, delivery, and customer service teams will remain unchanged under ATS. New signage with the Advanced Turf Solutions name will be implemented at current Valley Green locations, but the same personalized service customers have come to know and trust will remain.

To learn more about Advanced Turf Solutions, visit us at advancedturf.com and follow us on Facebook (@AdvancedTurf), Instagram (@advancedturf), X (@AdvancedTurf and @ATSSportsTurf), and LinkedIn.

About Advanced Turf Solutions

Advanced Turf Solutions (ATS) is a green industry distributor serving professionals in the golf, lawn care, and sports turf markets. ATS was founded in Fishers, Indiana, in 2001 and currently has 26 locations throughout the Midwest and beyond. Learn more at advancedturf.com.

About Valley Green

Valley Green is an independent distributor providing seed, fertilizer, control products, and equipment to customers through seven locations across New England. Valley Green was founded in 1990 and is headquartered in Holyoke, Massachusetts. Learn more at valleygreenusa.com.