Benjamin Allen

A newly formed turf maintenance startup, Green Group, lead by industry veteran Keith Freeman, has been announced. Two strategic partnerships have also been formed with turf-management companies Eastern Turf Maintenance and Loyalty Lawn Care. These brand and experienced industry-executive relationships, along with others planned for 2021, seek to position Green Group as a green industry company providing enterprise-level tools, processes, resources, and opportunities for a people-first culture. According to Green Group, its partnerships enable independently owned turf businesses to continue providing the same top-quality service they always have, backed by the support and management of a national team. “We’re on a mission to reimagine the way lawn care is done while honoring the legacies of respected, well-established brands across the nation,” said Keith Freeman, founder and chief executive officer of Green Group. “We’re choosing to work with the most distinguished turf brands to combine smart employees, best practices, and forward-thinking resources to create unparalleled experiences for both employees and customers alike.” The company is intent on creating shifts in an industry it feels is ripe for change. Despite growth, factors like aging ownership, limited technology, and limited ability to scale existing companies are now more challenging than ever. “Having been a part of a green industry leader that was sold and acquired twice in five years personally, we uniquely understand the challenges with typical transactions from an operational perspective and a human perspective,” said Benjamin Allen, former chief operations officer of LawnAmerica, who joined Green Group as regional director. “Green ...