United Turf Alliance Appoints Nicholas Strain CEO

Nicholas Strain Chief Executive Officer of United Turf Alliance

United Turf Alliance (UTA) would like to announce the appointment of Nicholas Strain as its new Chief Executive Officer. Strain replaces George Furrer, who is now the General Manager of Valley Green, Inc.

“I’m eager to lead UTA as we continue growing the ArmorTech and Optimizer portfolios. With a clear commitment to turf and ornamental professionals, UTA is well-positioned to meet the evolving demands of the industry,” Strain said.

Strain has nearly 15 years of experience in the industry, including distributor and manufacturer sales positions along with the leadership of the Turf and Ornamental division for Control Solutions, Inc. Most recently, he served as the Vice President of Business Development at Primera. He holds a Bachelor of Science in Agricultural Business from the University of Wisconsin-Madison.

“Nicholas brings a wealth of connections and knowledge to UTA. We look forward to the direction he will take the consortium as we continue serving the industry through our exclusive network of distributors,” said Bob Mele, Chairman of the Board.

About United Turf Alliance

United Turf Alliance (UTA) is a consortium of U.S. distribution companies that have developed a pesticide and plant-health portfolio under the ArmorTech and Optimizer brand names. UTA markets turf protection products exclusively through its members and dealer partners. Learn more at

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