Advance Grass Solutions

What Advance Grass Solutions does

Advance Grass Solutions is a UK-based manufacturer and distributor of professional turf care and amenity products, founded in 2017 and headquartered in Tilehurst. The company produces and supplies fertilizers, fungicides, herbicides, wetting agents, biostimulants, plant growth regulators, grass and wildflower seed, and soil treatment solutions, and distributes complementary equipment and machinery including electric turf care lines from Etesia and Pellenc, StarGreen turf machinery, and Vale Engineering products, alongside workwear and PPE. Its proprietary product brands include the Maxtima fungicide, the Aqua-Zorb wetting agent range (granular, pellets, liquid, and Aqua-Zorb 45), the Evolution Naturelle Sport fertiliser line, the FP 05 Fungicide Package bundling multiple chemistries, and the PaintMaster Pro RLM01 robotic line marker.

The company operates a sales-led go-to-market anchored by a team of BASIS and FACTS trained agronomy professionals, supported by a nationwide UK depot network for physical distribution and an account-gated e-commerce storefront. Revenue is generated across five streams: one-time sales of professional turf care consumables, hardware sales of equipment and machinery, one-time sales of grass and wildflower seed, professional agronomy advisory services, and hardware sales of workwear and PPE. Customers include professional sports venues (Tottenham Hotspur FC, Hamilton Racecourse), golf courses (Cold Ashby Golf Centre), and educational institutions (Bedford School, Ratcliffe College), with segments spanning sports turf and grounds management (primary), landscape and amenity, and forestry.

Pricing is not publicly disclosed and customers must register and request quotes, which is consistent with a B2B distribution and advisory model. The company invests in thought leadership through the Turf Hub podcast, technical update articles, and a comprehensive brochure library covering nutrition, seed, workwear, landscaping and winter equipment, positioning the brand as a research-driven advisor to UK grounds managers and amenity professionals.

Name

Advance Grass Solutions

Legal name

Agrovista UK Limited

Website

https://advancegrass.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

UK-based manufacturer and distributor founded in 2017 that produces fertilizers, fungicides, herbicides, wetting agents, biostimulants, seed, and soil treatments, and distributes turf machinery and workwear to professional sports grounds, golf, landscape, amenity, and forestry customers via a BASIS/FACTS-trained sales team, nationwide depots, and e-commerce.

Ownership category

akta.pro rank

Product category

Professional Turf & Amenity Care Products

NAICS

Support Activities for Crop Production (11511), Support Activities for Crop Production (1151)

SIC

Agricultural Chemicals (2870)

akta.pro primary industry

Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping) (AFABACAM)

akta.pro secondary industry

Nutrient Management Planning & Fertility Programs (AFACABAB)

Keywords

• Professional turf care
• Turf fertiliser products
• Agronomy advisory services
• Turf maintenance equipment
• Amenity landscaping supplies

Headquarters

HQ city

Tilehurst

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Professional Turf Care Products: Sale of fertilizers, fungicides, herbicides, wetting agents, biostimulants, and plant growth regulators to amenity and landscape professionals.
2. Equipment and Machinery: Distribution of turf maintenance equipment including Etesia electric range, Pellenc electric range, StarGreen turf machinery, and Vale Engineering products.
3. Grass and Wildflower Seed: Sale of grass seed and wildflower seed mixtures for sports turf, golf, and landscaping applications.
4. Agronomy Services: Professional agronomy advisory services provided by BASIS and FACTS trained sales team.
5. Workwear and PPE: Sale of workwear, footwear, jackets, PPE, and safety equipment for amenity professionals.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Advance Grass Solutions manufactures and supplies professional turf care and amenity products, including granular, liquid, soluble and organic fertilisers; fungicides, herbicides, plant growth regulators, wetting agents, moss and pest control products; biostimulants and soil conditioners; grass and wildflower seed; workwear and PPE; turf maintenance equipment and machinery. It also delivers agronomy advisory services backed by BASIS and FACTS trained staff, supported by agronomy tools, analysis services, and software applications for the UK amenity and landscape market.

Product overview

Agrovista Amenity is the specialist amenity division of Agrovista UK Ltd, providing a comprehensive range of professional turf care and amenity solutions to the UK amenity and landscape markets. The portfolio includes multiple product categories: Nutrition products (granular fertiliser, liquid fertiliser, micronutrients, soluble fertiliser, turf health packages, Viano organic fertilisers); Controls (adjuvants, aquatic, colourants, dew dispersants, disinfectants, fungicides, herbicides, wetting agents, moss control, plant growth regulators); Biostimulants (elicitors, molasses, seaweed, soil and plant conditioners); Seed (grass seed, wildflower seed); Workwear; Equipment (irrigation, line marking, sprayers, spreaders, weather stations); Agronomy tools and software/apps; and Machinery (Etesia electric range, Pellenc electric range, StarGreen turf machinery, Vale Engineering). Key branded products include the Maxtima fungicide, Aqua-Zorb wetting agent range (Granular, Pellets, 45, Liquid), Evolution Naturelle Sport fertilisers, FP05 Fungicide Package, and PaintMaster Pro robotic line marker. The company provides professional agronomy services backed by BASIS and FACTS trained staff.

Differentiator

Problem solved

Functional benefit

Brands

• Maxtima: A fungicide product marketed by Agrovista Amenity described as 'The dawn of a new era in fungicide'.
• Aqua-Zorb
• Evolution Naturelle Sport
• PaintMaster Pro
• The Turf Hub

Named customers5 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sherriff Amenity: UK distributor of amenity turf products with similar customer overlap in golf, football, and landscape. Provides fertilisers, chemicals, seed, and equipment to grounds professionals across the UK.
• Rigby Taylor: One of the closest direct competitors to Agrovista Amenity in the UK, Rigby Taylor specialises in turf care products (fertilisers, seed, wetting agents, chemicals) for sports surfaces, golf, and landscape markets. Operates a comparable depots-and-direct-sales model targeting grounds professionals.
• Pitchcare: UK retailer and distributor of turf maintenance products, machinery, and agronomy services to sports clubs and grounds professionals. Competes head-on with Agrovista Amenity in the same customer segments.
• Barenbrug UK: Major grass seed breeder and supplier active in the UK amenity and sports turf market. Overlaps directly with Agrovista Amenity's grass seed and wildflower seed categories, serving the same grounds managers.

Broad incumbents

• COMPO Expert: European specialist in turf and ornamental fertilisers including slow-release and mini-granulated products. Direct competition for Agrovista Amenity's granular fertiliser range, serving golf courses and sports venues across Europe.
• ICL (Everris): Global specialty fertiliser and turf nutrition major; its Everris brand offers controlled-release fertilisers and turf products directly competitive with Agrovista Amenity's Evolution Naturelle range, but at much larger international scale.
• Bayer Crop Science (Turf & Ornamentals): Global crop protection major with a dedicated turf and ornamentals segment offering fungicides and pest management products. Larger and broader than Agrovista Amenity but overlaps in chemistry and customer base.
• DLF Seeds: Global grass seed breeder with UK presence. Competes with Agrovista Amenity's seed offering across sports turf, golf, and landscape, but at international scale with proprietary breeding programmes.
• Syngenta Professional Solutions: Multinational agrochemical company with a professional turf and amenity product range including fungicides and plant growth regulators. Competes in chemistry-driven turf care at global scale versus Agrovista Amenity's UK-focused offering.

Regional players

• Campey Turf Care Systems: UK-based supplier of turf maintenance machinery and equipment for sports surfaces. Overlaps with Agrovista Amenity's machinery distribution (Etesia, Pellenc, StarGreen, Vale Engineering) for the same grounds professionals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/advancegrass
• Facebookfacebook.com/advancegrass

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Advance Grass Solutions