NORTH CAROLINA TURFGRASS: Bryan Tolar, Tolar Capitol Partners

Symbolism is great, but integrity is what matters. It’s a universal truth that confidence in a person or product sustains brand value, whether for automobiles, electronics, whiskey – you name it. With stiff competition in the marketplace and ne’er-do-wells pitching knockoffs, the integrity of a product and faith in the people behind it cannot be faked, undercut or understated.

So it is with turfgrass. A NORTH CAROLINA TURFGRASS

Consider Tiffany & Co. For nearly 200 years, Tiffany’s little blue box has been its statement of quality, even before the fine jewelry inside is visible. The distinctive, trademarked “Tiffany Blue” creates breathtaking anticipation because of the integrity of its brand: sought-after elegance, renowned craftmanship and international prestige.

Tiffany’s marketing slogan? “Who said red is the color of love?”

Such stature is earned.

Tiffany’s fine jewelry is usually reserved for special occasions then carefully stored away until the next wear. Consider the expectations, then, for a product undergoing regular use. One visible for all to appreciate on a daily basis. Should your expectations for turfgrass be anything less?

Choosing a top turfgrass cultivar and utilizing a robust, respected certification program solidifies the integrity of the cultivar and the brand of the farm that produced it. Such trustworthiness is at the core of integrity. It takes years to earn it but can easily be lost.

Validation of your trustworthiness must be constant. Doing so will increase the value of your products and your business – it means everything. It is your “blue box” of consumer anticipation.

“You’re either elite or you’re not,” says University of Georgia Head Football Coach Kirby Smart. A certified winner himself, Coach Smart should know.

What’s the value of certification for turfgrass? According to the U.S. Patent and Trademark Office, a certification mark shows consumers “that particular goods and/or services, or their providers, have met certain standards.” In short, certification by the state crop improvement association provides a process attesting to a level of achievement.

So it stands that obtaining and protecting the integrity provided by turfgrass certification can make a sod grower elite. The process adds value and elevates the product to a higher level. Not only that, but turfgrass certification validates being invested in industry oversight that solidifies your integrity as a producer.

Not all turfgrass cultivars can be certified by the state crop improvement association because the rigorous comparative evaluation standards and scientific peer review can’t be met, but those that can, should.

The ultimate responsibility for protecting the purity of a turfgrass cultivar lies with the grower, through farming practices. Turfgrass certification is not just for the grower, however. It is also a commitment to grow the best, backed by rigorous third-party oversight, to assure the earned integrity customers are seeking. State authorities, as appropriate, and licensees of the cultivars also play a critical role in this process of achieving and maintaining integrity. There is no substitute, and presenting such certification to buyers and end-users demonstrates these products are the best the market has to offer; that you stand behind your product. Remember, you’re either elite or you’re not.

Each state operates a Crop Improvement Association Certification (CIAC) program. The blue tag of these crop improvement associations is the ultimate quality control marker for warm season, vegetatively produced turfgrass cultivars. Blue tag validation shows landscapers, contractors, and consumers that the sod meets all state CIAC rules and...