Turfgrass Water Conservation Alliance names Steve Whitesell executive director

The Turfgrass Water Conservation Alliance (TWCA) has named Steve Whitesell, principal and CEO of Radian Developers, as
its new executive director, completing the leadership transition announced earlier this year.

Under the new structure, TWCA will continue its established research and qualification programs while placing additional emphasis on membership growth, research, industry partnerships and communications. Initial efforts will include engagement with existing members and stakeholders, continued coordination of TWCA’s research and trialing network and research into opportunities to increase adoption of TWCA-qualified products throughout the turfgrass and landscape markets.

Whitesell and the Radian team will work with the TWCA board of directors to oversee the organization’s operations, research and trialing programs, membership development, industry partnerships, and communications. The appointment also brings additional experience in water conservation research, data, technology and market development as TWCA works to expand awareness and adoption of independently qualified, water-saving turfgrass.

“TWCA has built a strong scientific foundation and a qualification program that gives our industry an objective way to identify turfgrasses with demonstrated water-saving potential,” said Lucas Solis, TWCA president. “Our next opportunity is to build on that foundation, strengthen the value we provide our members and do a better job connecting the science with the people making decisions about landscapes and water use. Steve brings a unique combination of experience that we believe can help us do that.”

Whitesell brings more than two decades of experience working at the intersection of technology, data and natural-resource management. Through Radian Developers, he has worked on software, analytics, research and communications initiatives focused on outdoor water use and irrigation performance. He also serves as head of research and technology for the Healthy Green Spaces Coalition, where his work helps translate landscape, irrigation, and water-use research into practical information for utilities, municipalities, nonprofit organizations, industry partners and the public.

“TWCA has something incredibly valuable — years of independent research demonstrating that better turfgrass genetics can be an integral part of the water-conservation solution,” said Whitesell. “The opportunity now is to strengthen the organization around that science, expand participation, and make the value of TWCA qualification easier for the industry and the broader market to understand and use.”