George Furrer Named Chief Executive Officer | United Turf Alliance

George Furrer Named Chief Executive Officer of United Turf Alliance

United Turf Alliance announced today the appointment of George Furrer as its Chief Executive Officer. United Turf Alliance (UTA) markets turf protection products under the ArmorTech and Optimizer brand names exclusively through its members and dealer partners.

Welcome, New Chief Executive Officer!

“I’m very excited to join United Turf Alliance,” commented George Furrer on his new role as CEO. “UTA is an American owned and operated company with a unique business model. There’s a real opportunity to grow the ArmorTech and Optimizer brands during this time of constant industry realignment.”

Furrer’s career in the industry spans nearly 30 years and includes management positions at both the distribution and manufacturing levels of the turf and ornamental industry.

In January, UTA also appointed Aaron Goy to fill the newly created position of Director of Sales and Marketing. The new role was created to support the growth of UTA and better support its members and dealer partners.

UTA’s Chairman of the Board, Bob Mele commented, “Both George and Aaron are respected industry veterans with tremendous experience and skill sets. The board of directors has a renewed focus to increase our presence among distributors and professional turf managers across the US and our new leadership team is a big part of that.”


Map of united states covered in turf grass

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