In an example of the collaborative benefits offered by a unique joint turfgrass release agreement, a representative of one of Florida’s large agricultural operations appeared on statewide radio recently to promote a new variety endorsed by the Florida Sod Growers Cooperative.

Mac Carraway, vice president of SMR Farms in Bradenton, FL participated in a live broadcast interview in March during “Better Lawns & Gardens,” a well-known consumer-oriented gardening program that airs each weekend on more than thirty radio stations in Florida. Mac spoke about Sapphire^TM St. Augustine, a new St. Augustine cultivar that has been released in the state by the Florida Sod Growers Cooperative (FSGC) and Sod Solutions, Inc., a privately owned turfgrass development company.

Participation in a ‘live’ interview is not unusual. However, the circumstances that afforded this promotional opportunity are unique. The interview is part of a complete marketing program planned under the joint oversight of the FSGC and Sod Solutions; and that program is, in turn, part of collaborative efforts shared by these entities for the release of Sapphire in Florida. The agreement also provides for joint revenue sharing and other benefits. And, only members of the FSGC may be licensed to grow, market and sell Sapphire.

Sod Solutions believes that a practicable joint release agreement of this type is unique in the turfgrass industry. They also believe that the success of the first such collaborative agreement, executed in 2002, set the tone for successful collaboration today.

“The FSGC and Sod Solutions released Celebration^TM Bermudagrass several years ago in Florida through the first-ever joint release agreement,” says Christian Broucqsault, Executive Director of Marketing for Sod Solutions. “In terms of dedication to joint success, that first agreement showed how much we could accomplish together through a venture of this type, where both parties enthusiastically commit to a new turf product introduction. We devised the agreement for Sapphire along the lines of the first, and we expect it to be just as productive for everyone involved.

Broucqsault also points out that the spirit of cooperation has fostered new joint marketing opportunities. “We are sharing resources in ways we never thought about before,” he says. “From new advertising ideas to sharing professional contacts and trade show equipment, we, the FSGC and the producers are creating new programs together all the time. A great example was Mac going on-air last month to promote Sapphire, not just for SMR Farms, but for the FSGC and Sod Solutions, too. In times past, some producers may have been hesitant to promote other producers. But a win-win spirit has benefited everyone involved in the collaboration.”