George Furrer set to lead Valley Green

The transaction between Advanced Turf Solutions, George Furrer and Charles Dooley to form a new company and acquire essentially all of the assets of Valley Green is now complete. Furrer has been named president of the new company and the New England-based distributor will operate under the name Valley Green.

“Consistency has been a priority of ours throughout this process,” Furrer said. “Our customers will have the same reliable experience they’ve always had with Valley Green and we’ll continue to support them with what they need to be successful. With the current supply chain challenges, we are specifically focused on making sure customers have the right products at the right time. Our goal is simple: give people what they want and be easy to do business with. We just don’t think there’s any other way to operate.”

Furrer’s background includes more than 30 years in the green industry, including previous roles as CEO of United Turf Alliance and vice president of Specialty Business at Sipcam Agro USA. He holds an associate of arts and sciences in turfgrass management from Ohio State University and a Bachelor of Science in marketing from Franklin University.

The Valley Green sales and support team will continue serving New England, and with the support of Advanced Turf Solutions the company will be able to offer more resources to employees and customers. Valley Green plans to grow its presence in existing and new segments while maintaining its high level of customer service.

Dooley, who founded Valley Green in 1990, expressed confidence about the future of the company under Furrer’s leadership: “Our employees’ commitment to customer service has made this company what it is today. I know that George shares that value and will ensure that it continues to be the priority in everything Valley Green does.”

Valley Green is headquartered in Holyoke, Massachusetts, and operates seven locations supported by inside and outside sales associates specializing in turf seed, fertilizer, control products, ice melters and equipment. It serves the LCO, golf, sports turf, sod and nursery production, and arboriculture segments across New England.