INNOVATION AND GENERATIONS By Clark T. Bell and Suz Trusty

Editor’s Note: Tis is the first in a series of articles showcasing TPI member businesses whose operations are growing through a combination of innovation, utilization of technology, and outreach to upcoming generations, internally and externally. If you have a story to tell, or know of someone that you’d like to hear more about, please contact your editors.

Turfgrass Producers International (TPI) is a conglomerate of family businesses; each based on the dream of the founders and built on their vision for the future. Teir commitment to achieving their goals took continual improvement accomplished through a combination of dedication and innovation. Tat laid the groundwork for the next generation and created the opportunity to grow the company by working together.

One Family’s Story BioGrass® Sod Farms, Inc. was founded in 1979 by Utah educator and former U.S. Secretary of Education, T.H. Bell. Now Utah’s oldest sod farm business, it has become a leader in formulating water-efficient seed mixtures that result in dense, durable sod.

It was envisioned as a supplemental revenue source for the family. Warren Bell, the second of four boys, soon took the helm as president. In 1981, long-time family friend, Don Heslop, joined BioGrass to serve as farm manager. Warren and Don are now majority owners. All three of Warren’s brothers retain a financial interest in BioGrass, limiting their active involvement to specific areas. Clark T. Bell, Warren’s son, is the only third- generation family member active in the business. He contributes his business savvy, media expertise and digital marketing skills.

Warren Bell is an innovator, always eager to explore new ideas. Warren opted not to pursue a college degree, instead focusing his formal education on the classes that would be most beneficial in one of two categories: growing the business and growing turfgrass. Clark, also an innovator, chose to concentrate his attention on marketing and communications and launched a career in digital marketing. Now, Clark helps others with his expertise as an Adjunct Professor teaching Digital Marketing at Te University of Utah. Tey’ve learned to play off each other’s strengths and weaknesses to move the company forward.

In 2014, they co-founded Aqua-Yield™, a sustainable fertilizer technology company. Clark says, “Aqua-Yield has introduced the ‘smallest innovation in agricultural history.’ Aqua-Yield’s technologies deliver materials

58

Clark T. Bell pauses to ponder something while out in the Aqua-Yield warehouse.

directly to the plant’s cells leading to a much higher overall efficiency. Te Aqua-Yield process introduces liquid nanotechnology to agriculture leading to significant advantages for the grower. Results of the company’s unique technologies include: higher yields, lower cost inputs, shorter crop cycles, less environmental impact and an increase in nutrient impact.

“Aqua-Yield is not just a fertilizer, but a technology to enhance fertilizer. We can continue to bring improvements to our pathway utilizing the technology to enhance production and protection of a wide variety of crops. Because Aqua-Yield delivers fertilizer and other crop products more efficiently, the end user gets better results with less input.

“Our marketing strategy is focused on establishing a distributor network. We’d be spinning our wheels with direct sales to the grower. Knowledge of turfgrass production and a reputation for integrity are key to our distributor selection. Because of the great relationships we have developed through TPI, we know turfgrass sod growers fit that description. Tey can use Aqua-Yield to enhance their own fertilization program and also serve as a distributor for all the rural growers around them.

“Part of the issue in explaining the technology is that it is so cutting edge and so different from what is conventionally done. Growers can apply the nutrition program that’s been in place for 30 to 50 years and utilize nanotechnology to reduce the fertilization rate by as much as 80 percent. With a local distributor who is using the program on their own farm, prospective buyers can see how it performs in their region. Te next step is to convey the message in a manner that impacts them directly. Te distributor will ask them to put it to the test in their program on a ten-acre plot. When that shows them it is successful, the distributor will ask them to utilize it on 100 acres. Our hope is that success will lead to its use on the entire farm.

TPI Turf News July/August 2017