United Turf Alliance appoints Furrer as new CEO

Headshot: George Furrer

United Turf Alliance (UTA) appointed George Furrer as its chief executive officer. UTA markets turf protection products under the ArmorTech and Optimizer brand names exclusively through its members and dealer partners.

“I’m very excited to join United Turf Alliance,” said 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 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.

“Both George and Aaron are respected industry veterans with tremendous experience and skill sets,” said UTA’s Chairman of the Board, Bob Mele. “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.”

Furrer was most recently the vice president of specialty products at SipcamRotam.