b'How the A-LIST is Unveiling ROD COCKERLINEVP SALES, NEXEED the Path to Turfgrass rcockerline@nexeed.ca@NexeedInc Sustainability nexeed.caTHE JOURNEY INTOsustainable tur- Program (NTEP) trials and fgrass management began due toexhibit strong performance in the Why Value is the Seedthe high demand for sustainabilitynational program. within the golfing community. Weve had inquiries from golf Worlds True Currency Originally, the turfgrass sectorcourses, sports fields, and park was focused solely on droughtdepartments intrigued by the tolerance, but this approach raisedprospect of branding their spaces WHEN DEALING WITHseed processing equipment, itsquestions. Breeding and varietywith A-LISTed, sustainable culti-natural to assume that price is a significant concern,evaluation initiatives permittedvars. This resonates especially with especially given the current state of inflation andthe use of fungicides and excessivethose seeking recognition for their rising costs. nitrogen, which we found contra- sustainability efforts. The idea is Theres a major change happening thats reshapingdictory to the concept of droughtto extend this branding potential how the industry operates. It goes beyond just lookingtolerance. to golf courses, allowing them at the price tag and shifts the focus from how muchWe believed that if a grassto proudly display their commit-a single piece of equipment costs to looking at theneeded fungicides or exces- ment to sustainability through the overall expenses of an entire project. It is this: sive nitrogen to exhibit droughtA-LIST cultivars they use.Customers are placing more importance on valueresistance, its true sustainabilityOur seed production regions than ever before. This is especially important when itwas questionable. Consequently,have experienced unusual weather comes to long-term planning. a coalition of U.S. companiespatterns lately, and our aspiration Its about considering the bigger picturelikeemerged to work on a comprehen- is that the cultivars were identify-maintenance, durability, and any potential disrup- sive sustainability strategy. ing might also prove to be more tions. Customers understand that the initial cost isWe thoroughly examined thesuitable for sustained seed produc-just one part of a much larger puzzle. data surrounding sustainabil- tion in these changing conditions.ity and established the AllianceThese cultivars seem to endure The Impact of COVID and the Importance of Parts for Low Input Sustainable Turfwell and maintain productiv-The arrival of the COVID-19 pandemic has intensi- (A-LIST), a non-profit organiza- ity even during recent droughts. fied these changes. As supply chains faced unprece- tion that conducts independentThis suggests that we might have dented challenges, the focus shifted to the importancetrials across the U.S. and Canadaalready begun identifying cultivars of having a steady supply of parts. Customers beganto identify and certify the best per- that excel not only in their use but to realize that, beyond the initial investment, havingforming turfgrass varieties underalso in terms of seed production access to necessary parts was crucial for keepingreduced inputs. This involved notand resilience.operations running smoothly. only drought resistance, but also When all the equipment in your plant is made bydisease resilience and reduced the same manufacturer, parts availability becomes anitrogen dependency, forming a lifeline. The alternativereaching out to multipleholistic approach.suppliers and sub-suppliersis not only time-con- For a cultivar to make it onto suming but can also drive costs up. Some might havethe list, it must undergo testing in even had to switch vendors just to meet deadlines, andthe National Turfgrass Evaluation that could lead to a chain reaction of problems.For a long time, customers who prioritize quality have consistently placed value as their top priority in selecting equipment. The crucial takeaway is that value is much more than a number on a price tag.LEAH BRILMANThis new era emphasizes the intricate connectionPRODUCT MANAGER,between quality, reliability, and long-term benefitsDLF NORTH AMERICAwithin the broader scope of a project. lbrilman@dlfna.comAs the industry evolves, so do the standards of suc- dlfna.comcess. The shift to embracing a broader sense of value @DLFCANillustrates the industrys depth and flexibility.24GERMINATION.CANOVEMBER 2023'