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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

Todd Ferguson – CEO
Kerry Avirett – Director of Member Engagement and Supplier Relations
Cheryl Kuenzel – Director, Systems and Administration
Rachel Boehm – Customer Service Manager

Profile

Primera is a nationwide business cooperative that has a dedicated focus on the golf industry, along with the turf and 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 a group of more than 60 independent distributors – both at a national and regional level – all of which are owners. The co-op doesn’t inventory any products (which currently include, but aren’t limited to, fungicides, herbicides, ice melters, and insecticides); instead, the members pool their collective volumes, purchasing power, and economies of scale to benefit its 60 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 United States to provide national access, dedicated service, product expertise, and local touch.

PrimeraOne fertilizers – setting up turf for spring success. (Photo courtesy: Primera)

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.

Owners benefit from enhanced access to, and knowledge about, the newest available products and technologies – something that a local, independent company generally wouldn’t have. They also benefit from the economies of scale that come with being part of a large, national network of companies.

Meanwhile, manufacturers profit from greater market share, growth, and brand support. Superintendents benefit 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, in turn, realize the benefits of well-conditioned courses.

 

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 the market, it can be a challenge for small, independent businesses to stay abreast of the latest information. Being affiliated with co-ops like Primera becomes a major advantage, as owners and superintendents benefit from their pooled products and procurement, local knowledge, and educational tools.

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