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A Publication of the National Golf Foundation

Questions, Answers and Insights for Everyone Interested in the Business of Golf

NGF TOP 100 BUSINESSES IN GOLF

Primera, Inc.

Category

Corporate Headquarters

Cleveland Heights, Ohio

Website

Key Employees

Keelan W. Pulliam, Interim CEO
Jim Coens, Chairman
Cheryl Kuenzel, Director, Systems and Administration
Rachel Boehm, Customer Service and Program Analysis

Profile

Primera is a nationwide business cooperative that has a dedicated focus on the golf and turf & ornamental markets.

Co-ops like Primera were created to solve the dilemma that some large businesses face: the difficulty in providing both good and personalized service to customers. Primera is essentially a group of 61 independent distributors, both at a national and regional level, all of which are owners. The co-op doesn’t inventory any products; instead the members pool their collective volumes, purchasing power and economies of scale to benefit its 61 member companies.

Primera is committed to providing leading technologies and advantaged opportunities to distributors, users, and manufacturers in the professional turf and ornamental, specialty vegetation management, pest control, and aquatic markets. Its distributors consolidate purchasing across the U.S. to provide national access, dedicated service, product expertise and local touch.

PrimeraTurf, Inc., was founded in 2000 and changed its name to Primera, Inc., in 2016 to reflect the depth of its market expansion. It has more than 525 locations and 1,000 sales representatives, to the benefit of manufacturers, owners and superintendents.

“Every owner benefits from enhanced access to, and knowledge about, the newest available products and technologies — something that a local, independent company generally wouldn’t have,” Primera Chairman Jim Coens told Superintendent Magazine. “The manufacturer benefits from greater market share, growth and brand support. The owner benefits from the economies of scale that come with being part of a large, national network of companies. The superintendent benefits from lower prices and better information, yet still gets the attention and service that only a local independent can provide.”

As facilities benefit from the access and knowledge Primera provides, consumers realize the benefits of well-conditioned courses.

In 2018, Todd Ferguson was appointed CEO of Primera after five years as president of Target Specialty Products, where he oversaw the national distribution of turf, ornamental and pest control products to the professional markets.

NGF Takeaways

Why has a co-op like Primera been popular with superintendents making purchases? It starts with customer service. Primera’s owners are largely local, so there’s a focus on building long-term relationships and success, not just making a one-time sale.

Manufacturers are able to educate Primera’s owner companies, who in turn pass that knowledge along to their customers. With an abundance of new products and technologies constantly coming to market, it can be a challenge for small, independent businesses to stay abreast of the latest information. Being affiliated with co-op like Primera becomes a major advantage, with both owners and superintendents benefitting from the pooled products and procurement, local knowledge and educational tools.

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