By Vic LeBlanc

(All photos courtesy of www.blueyellowpro.com)

As the saying goes, "who would have thunk" that a paper products manufacturer looking to increase demand for cellulose would wind up developing a product that may well become one of the landscape industry's hottest products for 2005?

Billed as "the smartest way to make green," BlueYellow™ is an engineered "roll out" turf system that combines the aforementioned cellulose-based substrate with a calibrated distribution of high quality grass seed and fertilizer.

Seeing "green" -- BlueYellow™ Director of Commercial Services Peter Abitz and Retail Sales and Marketing Manager Jacquie Wurtz project both an increased demand for and supply of BlueYellow's new engineered turf system.

By design it offers proper coverage in an easy, one-step application process that delivers highly uniform germination while preventing seed migration, suppressing weeds and reducing fertilizer run-off. In reality, it just might make seeding a lawn an easier task than hanging wallpaper.

New 'lawn in a roll' rocks, yielding a mowable yard in as little as five weeks.

According to the owner of this Wisconsin home where BlueYellow™ was installed, "(The lawn) came in really nice and thick, and we’re happy with it. Hard to believe that not too many months ago we were looking at just dirt over there, and now it’s a complete lawn."

BlueYellow was created by the product development team of a leading cellulose fiber manufacturer and commercial operations began early in 2004. BlueYellow, LLC was created later in the year as operations grew to meet demand. The staff was expanded to include an agronomist and marketing A-team to fuel the product's expansion from its initial golf course industry market to other professional turf markets, including commercial and residential landscapers. BlueYellow is expected to reach consumer markets on a limited basis this year.

As BlueYellow™ Retail Sales and Marketing Manager Jacquie Wurtz points out, "While the concept itself isn't new, the success is…the idea of seeded mats has been around and others have tried to use synthetic fibers or a webbed plastic mesh. Our product design successfully combines form and function. Our substrate not only offers protection for the seedlings, it also creates an optimum germination environment and it is 100 percent biodegradable."

According to the company's Director of Commercial Services, Peter Abitz, the landscape industry has continued to show a keen interest in the turf system since July 2004, when it was initially introduced to landscape contractors.

"Clearly, we have touched a nerve with this product because the phone rings all the time," Peter says. "I'm expecting us to have a very, very good year in 2005. We did enough business in 2004 and have enough experience under our belt to understand the potential."

Currently being distributed for commercial use across the US, the product has been introduced into Canada and is expected to enter the UK and other European markets by the end of the year.

Easy to store and transport, BlueYellow™ combines a calibrated mix of high quality seed and fertilizer, rolled into a biodegradable cellulose matting that installers place over prepared topsoil.

As part of the product's initial proofing process, BlueYellow™ was put into the very critical hands of several golf course designers and other turf industry professionals. According to Peter, the product underwent extensive testing on several sites.

Peter notes, "In our golf course applications what we found is that the product is particularly useful in sloped areas around bunkers, greens and tees complexes. It's almost always sodded there – because it's difficult to get seed precisely placed and to keep it from washing off the slopes.

"Golf course architects often have specific seed variety requirements, which can be difficult to find in the sod market. BlueYellow™ can customize its products to meet any architect's design requirements for seed varieties."

According to Chris Gorenc, owner of a Wisconsin home where a BlueYellow™ turf system was installed in the spring of 2004, "In three days if you looked at it you could start to see germination and the seed already starting to sprout and come through, which blew me away."

He noted that although his topsoil was not up to par, "(The lawn) came in really nice and thick, and we're happy with it. Hard to believe that not too many months ago we were looking at just dirt over there, and now it’s a complete lawn."

Jackson, Wisconsin-based Spring Valley Turf Products, highly regarded by the professional turf industry for its custom blended fertilizers, performed its own trials. Following a test planting at the home of company president Randy Vogel, the company became a distribution partner, adding BlueYellow™ to its product line. Of course, it didn't hurt that BlueYellow™ uses Spring Valley fertilizers in its turf system.

John Deere Golf and Turf also distributes BlueYellow™ as part of its premier One Source Network that services the golf course and professional turf industries. BlueYellow is also a supply partner to the Symbiot Landscape Network, a consortium of emerging and established landscape maintenance and installation companies.

Watering, which initially helps set the substrate in place, is performed as the matting begins to "whiten" (or dry out) from it’s otherwise "grayer" (wet) appearance.

According to Peter, the list price for BlueYellow compares favorably to sod pricing and can be installed for a fraction of the labor used for sodding.

"People can tell you they can get (sod) for 15 cents laid down," Peter notes, "but you have to think about what you're getting, the freshness of the sod, and the varieties of grass that are in it. There are a lot of things to consider. We use nothing but the highest quality, certified, blue-tagged seed at the recommended rates so you know that you’re getting quality seed in every roll.

"We like to promote this product as providing sod-quality turf at a fraction of the cost of sod. Even at equal cost, the overall quality of turf is better with BlueYellow™ because, from an agronomic point of view, you’re better off starting with seed.

"As our staff agronomist John Martin likes to point out, sod deteriorates from the day it is cut from the sod farm and it takes a heck of a lot of effort to maintain health and vigor in it after it's laid down."

Jacquie adds, "I see the landscape application for this product really taking off in 2005, especially with the ever emergent labor challenges that face today's commercial landscape industry. l -- BlueYellow functions to drastically decrease labor costs, and the quality (of the results) starting from seed is outstanding.

"Our product really lends itself to application by a small labor team and the rework is minimal, unlike with conventional seeding, which tends to wash out, and hydroseeding, which often requires patching. BlueYellow also makes sense for landscapers and architects who want to use specific seed varieties because it can be easily customized. Custom orders do require a two acre minimum."

"A big challenge in the landscape industry is how fragmented the distribution channels seem to be. We're working diligently to build our distribution network...and we're ever on the look out for quality resellers who are committed to bringing the product to the consumer at a best value."

For more information on BlueYellow™ call 800-667-3268 or visit the BlueYellow web site at www.blueyellowpro.com.