GreenActivator was the first turf-enhancing product to bring a sustainable approach to maintaining and managing the vast golf course greens across the United States that were drawing increased scrutiny for their harmful environmental impact. This first-to-market product was supported by university research and distributed by major golf industry supplier, Standard Golf. Agricultural companies serving the golf industry were impressed by the launch of GreenActivator and the marketing campaign supporting it.
A carefully calculated strategy would be needed to respond successfully to GreenActivator’s launch.