Green Group partners with two companies

Eastern Turf Maintenance and Loyalty Lawn Care brings Green Group's number of employees to 100.

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February 9, 2021

RALEIGH, N.C. – Green Group, a newly formed turf maintenance startup lead by industry veteran Keith Freeman, recently formed two new strategic partnerships with prominent 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,” said 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.”  

According to the 2020 State of the Industry Report by Lawn & Landscape, 88% of providers offer lawn care application services, and despite COVID-19, 97 percent of landscapers surveyed forecasted their businesses to grow in 2020.

“People are the heartbeat of our business, and my vision is to underscore that in all we do, especially as the industry progresses,” said Freeman. “Engaged employees who feel valued create opportunities that drive change for themselves and for the business.”

“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. “Green Group’s partnership model gets things done differently. We are equipped with great people, a solid plan and the trust that we have established throughout our careers.”

Eastern Turf Maintenance joined the Green Group platform with its residential and commercial assets in the fall of 2019. Green Group partnered with Loyalty Lawn Care in November of 2020, assuming all equipment and real estate associated with the business.

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 approximately 60 employees.