Market Segmentation Assessment for Pelletized Straw Turfgrass Mulch Products

This project identifies and investigates market characteristics of commercial turfgrass segments and their potential use of mulch products. The turfgrass mulch marketplace has been dominated by dry-applied and unprocessed straw. A new pelletized straw mulch is currently being developed. This new mulch preliminarily appears superior to conventional straw mulches, but faces a very challenging obstacle in market penetration. The basis for this obstacle appears to be a lack of consumer appreciation for the significant differences between these two different mulch products. Preliminary research indicates that the new pelletized straw mulch forms a more effective, mulch matrix for conservation of soil moisture. Market resarch and a strong marketing plan are as important as product development, in terms of this business venture being successful. The segmentation of the potential market will be identified, followed by the quantification of the potential size of each market segment in terms of physical volume and revenue. This information will be used to help bring to market product currently being researched under a Phase I SBIR Project (Industrial Applications) in FY 2001.