Advance Grass Solutions Picks Barenbrug as Seed Partner

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Barenbrug UK, the country’s largest grower of seed for amenity uses, has partnered with Advance Grass Solutions (AGS) – the leading independent sports turf agronomy and product provider – to provide grass seed solutions to grounds managers and greenkeepers.

The agreement, effective 1 November 2021, sees Barenbrug become sole supplier to AGS of sports, lawns and landscaping grass seed products. Barenbrug grows more than 3,500 hectares of grass seed every year in the UK, producing varieties specially developed for the British climate.

“We’re absolutely delighted to welcome AGS as a Barenbrug distributor,” says David Greenshields, amenity commercial manager for Barenbrug UK. “Its highly qualified regional team, commitment to product innovation and exemplary customer service is a perfect match for our own.

“Our breeders work hard to improve and update our cultivars on a regular basis – a fact borne out by our varieties’ appearing top of the listings in the BSPB Turfgrass Guide.”

AGS, which was formed in 2017 from merging the specialist turf division of the former Countrywide Farmers plc with the long-established Grassroots Trading Co, counts loyal customers from lawncare and bowling clubs through to Ryder Cup golf courses and Premier League football clubs.

“Our in-field team and clients are naturally excited with the news that our grass seed will be Barenbrug-bred varieties,” says Sam Honeyborne, managing director of AGS. “Barenbrug is a highly respected name in grass breeding, not only with a strong and established variety portfolio but with a strong emphasis on UK seed production and supply.

“Our relationship with our customers is driven by trust and understanding. They look to us for knowledge and expertise, and an expectation of innovation balanced by long-term value.

“For AGS to be able to work with Barenbrug, offering UK-specific varieties and grass seed understanding, is a significant boost to our efforts to support our customers with the best products and service in pursuit of quality turf.”