Primera

Corporate Headquarters: Bel Air, Maryland

Website: https://primera.coop

Category: Turf & Course Suppliers

LEADERSHIP

Jeff Braun, Chief Executive Officer

John Smith, VP of Supplier Relations

Samantha Miller, VP of Member Excellence

Morgan Cothern, Cooperative Services Manager

Company Overview

Primera is a nationwide business cooperative that has established itself as a leader in the golf industry, along with serving the lawn care, ornamental, greenhouse, and pest control markets. As a cooperative of more than 50 independent distributors operating at both national and regional levels, Primera’s member-owners collaborate with best-in-class supplier partners to drive market growth and deliver superior service to end users.

“Our cooperative model continues to demonstrate its strength in the golf industry, where the combination of national purchasing power and local expertise creates unmatched value for superintendents,” notes CEO Jeff Braun. “By leveraging our collective resources while maintaining the personal touch of local ownership, we’re uniquely positioned to help courses meet their evolving needs.”

Key Facts:

• Network of more than 600 branch locations nationwide
• Over 50 independent distributor member-owners
• Thousands of top-quality turf and ornamental products
• Founded in 2000 as PrimeraTurf, rebranded to Primera in 2016
• Comprehensive national distribution network with local service focus

Business Innovation

Primera’s cooperative model was created to address a fundamental challenge in the golf industry: providing both comprehensive service and personalized attention to customers. The company’s innovative approach combines the economies of scale of a national organization with the dedicated service of local, independent distributors. This structure enables Primera to offer enhanced access to new products and technologies while maintaining the close relationships and expert service that golf courses require.

The cooperative’s success stems from its ability to pool collective volumes and purchasing power while maintaining the autonomy of its member companies. This unique position allows Primera to negotiate advantaged opportunities with manufacturers while ensuring that local distributors can provide customized solutions for their specific markets.

Course Solutions

Primera’s comprehensive service offering includes:

• Access to latest turf and ornamental products
• Local technical expertise and support
• National purchasing power advantages
• Educational resources and training
• Customized solution development
• Sustainable product options

Future Focus

Primera continues to expand its market presence through:

• Enhancement of technology-driven solutions
• Expansion of sustainable product offerings
• Strengthening supplier partnerships
• Development of member education programs
• Investment in digital infrastructure

KEY TAKEAWAYS

Primera’s cooperative model has proven particularly effective in the golf industry, where the balance between national resources and local service is crucial. The company’s structure allows it to provide superintendents with access to the latest products and technologies while maintaining the personal relationships and expert service that only local independents can deliver. As the golf industry continues to evolve, Primera’s combination of purchasing power, product expertise, and local market knowledge positions it well for continued growth and success in serving the needs of golf courses nationwide.