Who is Primera?
Primera is a member-owned cooperative committed to growth-oriented distributors and best-in-class supplier partners collaborating to exceed the market and stay ahead of the competition
Member Spotlight: Gertens
Over a Century Strong: In the early 1900s, Frank Gerten laid the foundation for what would become a century-old legacy with his simple yet powerful motto, “Buy from the Grower.” Frank began Gartens as a small truck farm, selling the produce he grew on his beloved land to his local community. Fast forward to 1989, and the third generation of Gertens took the helm as primary owners. Bob Gertens’ two sons, Lewis and Glen, along with Bob’s son-in-law, Gino Pitera, continued the family tradition. In 2005, Gertens embarked on a new chapter by venturing into T&O business. The catalyst for this expansion was the strategic acquisition of a grass seed company. This move not only broadened Gertens’ product portfolio but also uncovered significant market potential in various sectors, including lawn care, golf courses, municipalities, sports turf, and school districts. To meet the unique demands of these markets, Gertens hired its first outside sales representative, marking a significant step in its T&O journey.
Today, Gertens Wholesale & Professional Turf Supply stands proud as a family-owned and operated business for over 100 years, boasting a peak season with up to 1000 employees.
A Market Focus Journey Through the Seasons: Gertens‘ journey in the green industry has seen a remarkable evolution from its humble beginnings. While the company’s primary market focus has traditionally revolved around growing annuals and nursery stock for end users, a commitment that remains unwavering, Gertens has strategically diversified its portfolio to cater to all facets of the green industry.
A pivotal achievement for Gertens has been the expansion of its product portfolio, marking a significant milestone in the company’s growth. This strategic diversification has played a crucial role in maintaining a steady flow of business throughout the year. Gertens has adapted its offerings to align with the changing seasons, selling grass seed and fertilizer during spring and summer, and expanding into Christmas lights, ice melt, Christmas greenery, and year-round birdseed.
The ability to adapt and offer a diverse range of products has been key to Gertens‘ success, positioning the company as a dynamic force in the green industry. This adaptability ensures not only a year-round presence for its sales team but also reflects Gertens‘ responsiveness to the dynamic needs of the market. The company’s achievement goes beyond mere product expansion; it symbolizes a strategic approach to meeting market demands and solidifies Gertens as a versatile player in the ever-evolving landscape of the green industry.
Supplier Spotlight: UPL
UPL is a leading provider of sustainable agricultural solutions and services, with more than 14,000 product registrations, a presence in almost 140 countries, access to 90% of the world’s food basket, and annual revenue exceeding US $6 billion. We’re one of the most significant players in the agriculture industry, and a leading manufacturer and distributor of natural solutions.
A purpose-led company, UPL is committed to transforming global food chains, empowering growers, making farming practices more sustainable, and ensuring consumers have safe, healthy and nutritious food.
Over the past 50 years of global expansion and growth from our roots in Mumbai, India, we’ve never lost our family-owned sensibilities and farmer-centric values. We work with smallholder farmers, industrial farms and cooperatives across the world to tackle the most pressing challenges facing agricultural production today and secure safe and nutritious food for all. Our offering covers the entire agricultural value chain spanning high-performance seeds, crop protection products, natural solutions, on-farm equipment and services, and post-harvest solutions.
We are proud of our role as a reliable partner to farming communities, supporting them to overcome the complex challenges facing society today, and empowering them to seize the opportunities of tomorrow, so that they can feed our societies and nurture our environment.
Bifenthrin is the industry standard to control some of the most troublesome pests. UP-STAR Gold is labeled for general (non-restricted) use for professional, residential pest control. From control of fire ants & carpenter ants; to pre- & post- construction termites; as well as spiders, flies, ticks, cockroaches, mosquitoes, and scorpions – UP-STAR Gold delivers and now is now has 2ee recommendations for spotted lantern fly and available in new 30-gallon drums pack size
Learn more about Primera
Our History
Since the company’s inception in 2001, a large number of the industry’s leading distributors and suppliers have joined Primera in an effort to exceed the market in terms of growth while enhancing their efficiency and profitability. In our 21 years as a cooperative, we have continued to evolve in order to better meet the needs of our members. Beginning in the early 2000s, Primera set out to establish the company’s reputation in the industry. In order to accommodate the growing number of new Member-Owners and Suppliers joining the co-op, Primera implemented a customer-service business strategy for our membership during the ensuing decade. In 2020, we took steps and made a commitment to become the industry’s foremost strategic partner for both our Member-Owner Companies and our Supplier Partners.
Our Values
Integrity – Conduct business following the highest ethical standards. Stay true to yourself while cultivating trustworthy relationships. Always act openly and honestly with good intentions. Keep your word and take responsibility for the outcomes.
Mindset – An uncompromising commitment to achieving one’s full potential. Consider and implement innovative concepts. Drive cutting-edge data solutions. Encourage innovation in order to achieve exponential growth.
Performance & Accountability – Simplify in order to speed up the achievement of our goals. Prepare for, respond effectively to, and drive change. Keep your attention on the things that matter, and act. Perform in ways that are above and above what is expected of you.
Collaboration & Teamwork – Respect and thrive on each facet of diversity. Consider all relevant factors before making decisions. Work together to increase the value provided to customers. Communicate effectively in order to get meaningful results.
At Primera, we are motivated by a quest for excellence that is embodied in our vision, mission, and values. In order to achieve our goals, we institute stringent membership requirements and form strategic partnerships with best-in-class suppliers that provide products and services of the highest quality.
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Learn more about becoming a Primera Distributor or Supply Member