Urban Ag Council

What Urban Ag Council does

Georgia Urban Ag Council (doing business as Urban Ag Council or UAC) is a 501(c)(6) nonprofit trade association founded in 1986 that serves as the unifying industry body for Georgia's landscape, turfgrass, and ornamental horticulture sector — a market the organization sizes at $11 billion, comprising approximately 8,000 companies and 100,000 employees. The association operates from headquarters in Atlanta, Georgia and delivers a portfolio of membership-based products spanning member communications (UAC Magazine monthly digital, UAC Industry Insights bi-annual print), professional education and certification in partnership with the University of Georgia Center for Urban Agriculture (Georgia Certified Landscape Professional, Georgia Certified Plant Professional; Landscape Pro University and its Coastal Savannah variant; webinar library; UGA Turfgrass Pest Control Handbook; Safety School and Safety T.E.S.T. training), industry recognition (annual GALA: Georgia Landscape Awards), workforce development, and legislative advocacy via Tolar Capitol Partners and GrowPAC.

The business model is multi-stream but anchored on tiered annual membership dues (Contractor tiers from $250 to $875 based on gross sales; Vendor tiers from $350 to $875; Recreation/Government/Education at $350; Individual Professional at $95; Educator/Student at $40; complimentary UGA Cooperative Extension membership) with a 5% auto-renew discount. Secondary revenue includes SEED Sponsorship packages ($250-$3,000 across Diamond, Platinum, Gold, Silver), event registration across conferences/field days/dinner meetings, advertising in UAC publications, and insurance referral commissions administered through Snellings Walters Agency (medical, dental, workers comp, general liability, cyber, umbrella) and a LegalShield legal services plan. The association also operates a technology/commercial add-on — the TurfTraction™ Toolkit, delivered in partnership with WT Digital Agency — providing websites, CRM, email workflows, local SEO, analytics, and a training academy to member landscape professionals at a 10% discount. Industry partners span the National Association of Landscape Professionals (NALP), SkillsUSA, the Georgia Turfgrass Foundation Trust (501(c)(3) research funding arm), and Georgia state government (LEAF Act of 2023). Day-to-day operations are led by a lean executive team under Executive Director Mary Kay Woodworth and Director of Membership, Marketing & Communications Devon Phillips.

Name

Urban Ag Council

Legal name

Georgia Urban Ag Council

Website

https://urbanagcouncil.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Georgia Urban Ag Council is a 501(c)(6) nonprofit trade association serving Georgia's $11 billion landscape, turfgrass, and ornamental horticulture industry, representing roughly 8,000 companies and 100,000 employees through tiered membership, advocacy, professional education, certifications, awards, and insurance programs.

Ownership category

akta.pro rank

Product category

Trade Association Services

NAICS

Civic and Social Organizations (81341), Landscaping Services (56173)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD)

akta.pro secondary industry

Weed & Vegetation Control for Non-Turf Areas (Beds, Hardscapes, Fence Lines) (HSAIAGAI)

Keywords

• Trade association services
• Professional membership organization
• Landscape industry advocacy
• Horticulture professional education
• Turfgrass industry resources

Headquarters

HQ city

Duluth

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership dues: Annual membership fees based on company gross sales revenue tiers. Business memberships include all employees. Individual memberships available for solo operators.
2. SEED Sponsorships: Annual sponsorship program (Diamond $3000, Platinum $1000, Gold $500, Silver $250) providing advertising and recognition beyond membership
3. Event registration: Fees for Landscape Pro University, dinner meetings, field days, sporting clays tournament, and other events
4. Advertising: Advertising in UAC Magazine (monthly digital), UAC Industry Insights (bi-annual print), and webinar content
5. Insurance programs: Insurance programs administered through Snellings Walters Agency - commission-based revenue

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Georgia Urban Ag Council is a 501(c)(6) nonprofit trade association that provides tiered membership, legislative and regulatory advocacy, professional education (CEUs, conferences, certifications, webinars, safety training), publications (UAC Magazine, UAC Industry Insights, UGA Turfgrass Pest Control Handbook), networking events (Landscape Pro University, field days, GALA awards, dinner meetings), member marketing tools (TurfTraction Toolkit, Find A Pro directory), and member benefits programs (insurance, legal plans, scholarships, workforce development) for Georgia's $11 billion landscape, turfgrass, and ornamental horticulture industry.

Product overview

The Georgia Urban Ag Council operates as a professional association offering a unified membership-based portfolio of products and services for the landscape, turfgrass, and horticulture industry. The core offering centers on membership with access to the consumer-searchable Membership Directory, UAC Magazine (monthly digital), and UAC Industry Insights (bi-annual print). Educational products include Landscape Pro University and Landscape Pro University-Coastal conferences, the Webinar Vault library, UGA Turfgrass Pest Control Handbook, UAC Safety School, and Safety T.E.S.T. training materials. Marketing and business tools are provided through the TurfTraction™ Toolkit (websites, CRM, marketing automation) and insurance/legal programs through Snellings Walters and LegalShield. The association also runs the GALA awards program, Georgia GrowPAC political action committee, Georgia Turfgrass Foundation Trust research fund, SEED Sponsorships, and Workforce Development Initiative, collectively serving Georgia's $11 billion urban agriculture industry.

Differentiator

Problem solved

Functional benefit

Products and services

• TurfTraction™ Toolkit A complete marketing automation system providing professional websites, CRM, workflow automation, email nurturing, calendar integration, local SEO optimization, analytics, and the TurfTraction Academy training program for landscape and turfgrass professionals.
• UAC Magazine A monthly digital magazine containing timely updates, industry news, legislative content, business management articles, and UAC events information, accessible via a magazine-specific website.
• UAC Industry Insights A full-color print magazine published twice annually, distributed to UAC members, containing research results, survey data, legislative reports, directories, and industry articles designed as a reference resource.
• UGA Turfgrass Pest Control Handbook An annual handbook containing up-to-date research and data from UGA's Turf Team, including calendars, formulations, tank mixing guidance, insect and disease control recommendations, and weed management protocols for turfgrass professionals.
• Landscape Pro University The only landscape, turfgrass, and horticulture professional conference and tradeshow in Atlanta, offering multi-category curriculum and CEUs taught by industry experts.
• Landscape Pro University - Coastal An annual full-day education event for coastal landscape, turfgrass and horticulture professionals held in Savannah, GA, including continuing education credits and vendor networking opportunities.
• Webinar Vault A library of previously recorded video content from industry experts available to UAC members at no charge, with non-members able to access content for $5.00 per video.
• UAC Safety School A toolbox of safety training materials including content on various topics, instructor directions, slide presentations, attendance sheets for OSHA documentation, and tests for attendees.
• UAC Safety T.E.S.T. (Task/Equipment Specific Training) Training sheets allowing UAC members to select specific task and equipment training or download all documents for new employee orientation packages with step-by-step instructions.
• SEED Sponsorships Annual sponsorship program with Diamond ($3,000), Platinum ($1,000), Gold ($500), and Silver ($250) levels supporting workforce development, legislative issues, education and programming initiatives.
• UAC Insurance Programs Insurance programs administered by Snellings Walters Agency offering customized employee health insurance (medical, dental, vision, life, disability), workers compensation, auto, umbrella, cyber, and general liability coverage.
• LegalShield Legal Service Plan Discounted monthly legal service plan providing access to legal advice and services for planned and unplanned legal issues.

Named customers10 records

Segments9 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core, major and minor.

• Georgia State Government (LEAF Act)coreOthers · 2 May 2023Landscape Equipment and Agricultural Fairness (LEAF) Act signed by Governor Brian Kemp, representing successful legislative advocacy. Supported by bipartisan legislation including Senator Shawn Still.
• Tolar Capitol PartnerscoreStrategic or Co-development PartnerLegislative advocacy partner monitoring and reporting on Georgia General Assembly activities through weekly Capitol Connection updates. Provides background and status on key issues and prompts member action when needed. Lobbying on behalf of the urban agriculture industry.
• Snellings Walters Insurance AgencycoreImplementation/ SI/ Consulting PartnerAdministering UAC insurance programs including employee benefits (medical, dental, vision, life, disability), workers compensation, auto, umbrella, cyber, and general liability. One of the largest independent insurance brokers in the Southeast.
• University of Georgia Center for Urban AgriculturecoreStrategic or Co-development PartnerEducational and research partnership providing best management practices for environmental and economic sustainability. UGA provides CEU programs, certification courses (Georgia Certified Landscape Professional, Georgia Certified Plant Professional), and turfgrass research.
• National Association of Landscape Professionals (NALP)majorStrategic or Co-development PartnerNational partnership for professional standards, certifications, and industry advocacy at federal level
• SkillsUSAminorStrategic or Co-development PartnerPartnership introducing young adults to landscape industry careers through national skills competitions

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AmericanHort: National trade association for the horticulture industry, including nursery, greenhouse, and garden retail sectors that overlap directly with UAC's ornamental horticulture and vendor membership segments.
• National Association of Landscape Professionals (NALP): National U.S. trade association serving the landscape industry with education, certification, and advocacy. UAC explicitly partners with NALP, and NALP competes for the same Georgia members at the federal level.
• Irrigation Association: National trade association for the irrigation industry, providing education, certification (CIC, CID), and advocacy. Overlaps with UAC's irrigation and lighting specialist member segment.
• Georgia Green Industry Association (GGIA): Georgia's green industry trade association serving nursery, greenhouse, and garden center segments. Direct in-state peer that competes with UAC for overlapping garden center, nursery, and grower members in Georgia.
• International Society of Arboriculture (ISA): International professional association for tree care professionals, offering certification (ISA Certified Arborist) and credentialing. Direct overlap with UAC's tree care company member segment.
• Turfgrass Producers International (TPI): International trade association for turfgrass sod producers, overlapping with UAC's Sod Producer Field Day and turfgrass member segments. Provides comparable education and advocacy for the same sod production niche.
• Golf Course Superintendents Association of America (GCSAA): National trade association for golf course superintendents and turfgrass managers. Competes with UAC for golf course and sports turf management members in Georgia and offers comparable CEU and certification programs.

Others

• PLANET (merged into NALP): Former Professional Landcare Network, now merged with NALP. Historical direct peer that previously competed for landscape contractor members; now part of NALP's national umbrella.

Broad incumbents

• Snow & Ice Management Association (SIMA): National trade association for the snow and ice management industry, an adjacent green industry vertical. Comparable association model (membership, education, advocacy, certification) serving complementary landscape contractors.

Regional players

• California Landscape Contractors Association (CLCA): California-based state landscape contractors association offering similar education, advocacy, and certification programs. Structurally comparable to UAC but operating in a different state with different regulatory environment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GAUrbanag

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Urban Ag Council