Green Group enters turf management market with two partnerships

By edited by Sarah Bunyea

Eastern Turf Maintenance and Loyalty Lawn Care join the new startup.

Raleigh, North Carolina-based Green Group, a turf maintenance startup led by industry veteran Keith Freeman, formed along with two new strategic partnerships with turf management companies: Eastern Turf Maintenance and Loyalty Lawn Care.

“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,” says Keith Freeman, founder and CEO 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.”

Having been part of a green industry leader that was sold and acquired twice in five years, Benjamin Allen, former chief operations officer of LawnAmerica joining Green Group as regional director, says he uniquely understands the challenges with typical transactions from an operational perspective and a human perspective.

In joining Green Group, all employees from both Eastern Turf Maintenance and Loyalty Lawn Care remain in place, bringing the total number of those employed by Green Group to more than 100. Green Group is currently hiring 20 additional employees to support new partnerships and growth. The company’s headquarters, located at 8811 Westgate Park Dr. in Raleigh, will be home to about 60 employees.