2023 INTERNATIONAL TURFGRASS CONGRESS RECAP


By Casey Reynolds, PhD


Field Demonstrations held during the 2023 International Turfgrass Congress gave attendees the opportunity to witness the latest technology in action.


Te 2023 International Turfgrass Congress (ITC) was held from April 19 to April 21 in Toledo, Spain. It brought together the turfgrass production, golf, and sports field industries across Europe and the rest of the world. It included three days of education, networking, exhibits, and field demonstrations where the attendees gathered to discuss the future of the green industry in Europe, particularly with regard to sustainability. TPI and the European Turfgrass Producers (ETP) Association, among many others, were sponsors of this event and met to discuss how to continue to serve turfgrass producers from around the world.


Te over-arching theme of the event was Sustainability and Technology and included presenters from many European countries, as well as the United States, who primarily spoke


about how to continue to address sustainability in the green industry through new and improved practices, technologies, varieties, and so on. Geothermal heating, robotic mowing, carbon footprints of golf courses, lighting, construction practices, and other themes around improving sustainability were all their own education sessions.


I was there to share recent consumer research on the new and emerging trends of how sustainability is now showing up as a motivating factor in purchasing decisions. Did you know that between 51 and 95 percent of consumers are willing to pay more for products, including turfgrasses, that they perceive as more sustainable? Inversely, if consumers do not see products as sustainable, they increasingly will simply just not purchase them.


Did you know that between 51 and 95 percent of consumers are willing to pay more for products, including turfgrasses, that they perceive as more sustainable?


80 TPI Turf News July/August 2023


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