FUNDING RESEARCH TO HELP BRING GRASS TO LIFE! By Casey Reynolds, PhD Can you envision what the future of your farm would look like if millions of dollars were being invested in research annually that could ensure your legacy? Can you imagine the endless opportunities that could come from a group of sod producers just like you working to ensure there is a market and demand for your product for years and even decades to come? How would you feel about not only creating the largest single recurring source of annual natural grass research funding in the world—but having sod producers in charge of it? These are the many realities of a U.S. Sod Industry Checkoff. The Sod Checkoff ’s singular goal will be to increase the value per square foot of sod, and in turn, increase profit opportunities for sod producers like you. This can include programs that will increase preference for sod, promote sod to consumers nationally, and conduct research to educate and inform industry regulators and politicians. While there are countless things checkoffs can do to drive demand through marketing, there are many in our industry who also see the potential for powerful and impactful scientific and consumer research programs.
Protect and Grow Markets A recent survey of sod producers revealed the most meaningful checkoff initiative was research and insights, highlighting the need to learn more about the way consumers think, and what impacts their purchasing decisions. A U.S. Sod Industry Checkoff could fund that exact type of research to gain insights into generational attitudes towards lawns, helping to shift perspectives for future consumers, strengthen current markets, and build new demand. As an example of potential challenges ahead, recent consumer research shows that younger people (18-34 years old) are simply less interested in lawns. When it comes to prioritization, more than half of them would 10
choose to eliminate lawn care if it were necessary to remove one item from their budget. In fact, 77 percent do not want to spend time maintaining their lawn at all. And while decks, patios, gardens, hardscapes, and artificial turf are competing with lawns for space, up to 72 percent of people do not understand the lifestyle, property, and environmental benefits of a lawn. A sod checkoff could change that and shift consumer attitudes back in our favor. It's not just the perception of lawns that can be changed through research but other areas as well such as athletic fields. Recent research published in the American Journal of Sports Medicine has discovered and highlighted significantly more lower body injuries occurring on synthetic turf than on natural grass among elite NFL and NCAA athletes. This is a story that needs to be told. A U.S. Sod Checkoff can not only fund this type of research but also can use it to change attitudes by coupling that research with a highimpact marketing and advertising campaign targeting end users such as sports field managers, consumers, city managers, school systems, and other key decision-makers based on the latest industry research. A U.S. Sod Checkoff can conduct consumer messaging research to find out what it is that resonates with these key leaders about our products, and to educate them on the benefits of sod so they can make more informed decisions. Consumer research like this also can serve to educate city council men and women, school boards, parent teacher associations, legislators, and others who make decisions on how and where natural grass is often used. This type of research is vital to understanding how to protect and grow our market against not only the many alternatives that compete with it for space, but also from the misinformation that so often plagues us in the market.
TPI Turf News September/October 2021
