Industry leader Jim Doyle plans to strengthen and expand company’s national footprint
With recent shifts in technology, ecology and logistics, Harmony Brands, LLC is laying the groundwork for a more streamlined and simplified approach to outdoor living. Leading this evolution is Harmony Outdoor Brands, LLC, with industry veteran and new CEO Jim Doyle at the helm.
Growers unite to form new company
Two of the nation’s top sod producers in the U.S. – Bethel Farms, LLLP and BuySod, Inc. –, consolidated earlier this year to do business as Harmony Outdoor Brands, LLC. From the new headquarters in Sarasota, FL, the company’s network of top-tier growers has more than 10,000 acres of turfgrass under production in 48 states. The merger makes Harmony Brands the largest supplier of retail sod nationwide, distributed through all major home improvement retailers. This “farm-to-yard” service model will provide premium turfgrass, home delivery as well as professional installation services.
Managing this evolution is CEO Jim Doyle, who joined Harmony Brands in June 2014. A well regarded consumer-focused leader, Doyle was previously Chief Marketing Officer and General Manager, at Central Garden & Pet, the country’s second largest lawn and garden business.
“It is a truly exciting time for Harmony as it follows the integration of Bethel Farms and Buy Sod. The company now has a national distribution footprint. This makes Harmony a single destination point for all of our retail customers. It also provides a trusted brand name that consumers can easily recognize and rely upon. This will be key as we further build out our strategy on a national scale,” he remarked.
“I am truly excited to be able to contribute my expertise in business integration to make this phase a remarkable transformational time for Harmony Brands. The leadership needs of the company perfectly align with the experience I bring to the table. In addition, the company’s culture and ‘customer first’ philosophy align precisely with my own guiding principles.”
Outdoor living made even easier
Until now, consumers had no single nationwide source to buy, deliver and install their lawns. They were left on their own to research the best sod varieties for their growing zone, arrange for home delivery, and then install their own sod or try to locate professional installers.
In contrast, Harmony’s farm-to-yard model is an ongoing collaboration with the local farm, off-site production managers, retailers and consumers. It starts with having a line of best-in-class grass varieties that are grown specific to each region of the country. Each retailer offers the Harmony turfgrass that is best suited for that particular zone. In addition to being sold at national home improvement chains, Harmony turfgrass is available for home delivery by visiting the store’s pro desk or ordering through the retailer’s websites.
“The organization will be squarely focused on delivering solutions that meet our direct customer and end-consumer needs, as well as recognizing and anticipating new ones,” said Doyle. “We will be an organization driven by a ‘voice of the customer’ approach, meeting ongoing requests, while committed to surpassing expectations. We’ll accomplish this by adhering to Harmony’s core brand values.”
For additional information, visit http://www.HarmonyBrands.com.
Biography: Jim Doyle
Jim Doyle is CEO of Harmony Outdoor Brands LLC. Prior to joining the company in June 2014, Doyle was Chief Marketing Officer and GM, Garden at Central Garden & Pet, the nation’s second-largest lawn and garden business. While there, he led the transformation of the $800 million garden business, consolidating multiple acquisitions into a centralized, integrated, consumer-centric model.
Prior to Central, Jim was SVP, Marketing and GM at Evercare. Earlier he was VP/GM of Remington Products which was sold successfully to Spectrum Brands. As part of the sale to Spectrum, Jim relocated the business successfully from Bridgeport, CT to Madison, WI, rebuilding the organization in the process.