Press releases 2010
November
24/11-10
New DLF-TRIFOLIUM subsidiary in Russia
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DLF-TRIFOLIUM establishes a new subsidiary in Russia, where the company was initially the first among West European grass seed companies to be present in terms of a sales office back in 2003. The turnover via Moscow has reached DKK 50 mio., representing approx. 60 percent of the total import of clover and grass seed of Russia. Sales comprise forage grass for the agricultural industry as well as amenity grass for the professional sector and retail business, i.e. grass seed for sports grounds, road constructions, parks and lawns.
CEO of DLF-TRIFOLIUM, Truels Damsgaard, believes in the company’s further growth, not in Russia only, however also in other countries in the region.
He estimates that the establishing of a subsidiary focusing on forage grasses will have a higher impact as far as distribution than it was the case with the former sales office.
The Russian central government focuses a great deal on production of foodstuffs, both in terms of good quality and sufficient quantities, including milk production, and the government has thus developed a programme to support this. At the same time the dairies no longer focus solely on quantities, however they also demand and inform of quality in various aspects of the milk production. They focus on the entire production chain – right from the breeding material in the cowshed to the working environment and quality of the coarse fodder. The latter offers a great opportunity to DLF-TRIFOLIUM to increase their sales of forage grasses.
Truels Damsgaard informs that DLF-TRIFOLIUM has had a series of clover and grass seed varieties registered on the official Russian variety list. The company has from the very beginning had a serious and proactive approach to the market in terms of trials of DLF clover and grass seed material on many different locations from Kazan, situated 725 km East of Moscow to Krasnodar near the Black Sea. The trials have convinced Russian farmers that Danish grass seed is high-class. The presence and performance of DLF in Moscow throughout the years have given the company a major head start vis-à-vis their competitors, thereby enhancing their business potential in the region.
DLF-TRIFOLIUM, who is owned by 4.500 Danish grass seed producers, has in addition to the Moscow office, subsidiaries or sales offices in Denmark, Sweden, UK, Netherlands, France, Germany, Czech Republic, China, New Zealand, Argentine and the USA.
September
20/9-10
DLF-TRIFOLIUM Provides Seed for the 2010 World Equestrian Games
HALSEY, OR— The 2010 Alltech FEI World Equestrian Games are less than two weeks away. As the Games rapidly approach, the Kentucky Horse Park is being transformed to host the world. Temporary seating and structures have been built, and the Alltech Experience and Kentucky Experience pavilions are taking form. National federations for 58 countries have submitted entries for the 2010 Games, Australia, Canada, Germany and the United States have entries for all eight disciplines. Although the Games don’t officially begin until September 25, athletes and horses have already begun to arrive at the Kentucky Horse Park.
DLF International Seeds is proud to be the sole supplier of grass seed for the Games. The World Equestrian Games are the world championships for eight equestrian sports recognized by the Federation Equestre Internationale (FEI), and are held every four years. The first World Equestrian Games were held in Stockholm, Sweden in 1990, and the 2010 Games in Lexington, Kentucky are the first to be held outside of Europe.
DLF International Seeds provided the grass seed for the cross country course of the Kentucky Horse Park. The course will be used during the Games for the Endurance competition, the cross country phase of Eventing competition, and the marathon phase of the Driving competition. The course is located north of the main stadium at the Kentucky Horse Park and covers more than four miles of rolling landscape. DLF will have laid more than 20,000 pounds of seed for the course from 2009 through 2011, assuring that the integrity of the landscape is maintained before, during and after the competitions. “As an international company and proud member of the Bluegrass state, we are honored to be a supplier for the 2010 Games,” said Steve Reid, DLF Chief Breeder for the United States. “We have every confidence that the mixture of tall fescue and Kentucky bluegrass varieties will stand up to the rigors of the competition and be aesthetically pleasing to spectators.”
DLF International Seeds is a member of the DLF Trifolium Group, which is the world’s largest producer and marketer of grass and clover seed. The U.S. production, marketing and shipping services are located in the Pacific Northwest—the site of more than half the world’s cool season grass seed production. In the United States, DLF’s turf and forage grass research activities are conducted in the Willamette Valley of Oregon and on the northern edge of the bluegrass region of Kentucky.
“DLF’s commitment will make a lasting impact on not only our event, but also to the Kentucky Horse Park,” said Terry Johnson, Vice President of Sales for the Foundation. “Their product and expertise will ensure that the Kentucky Horse Park is showcased as a beautiful backdrop to host and broadcast this prestigious event to the world.”
The Alltech FEI World Equestrian Games are the world’s most prestigious equestrian competition. The Games will be broadcast on NBC Sports, which will mark the largest commitment to network coverage of equestrian sport in U.S. television history. The 2010 Games are expected to have a statewide economic impact of $150 million, and current sponsors include Alltech, Rolex, John Deere, Ariat International, Inc. and Rood and Riddle Equine Hospital. For more information about the Alltech FEI World Equestrian Games, please visit www.alltechfeigames.com.
January
18/01-10
DLF-TRIFOLIUM is mainsupplier of grass seed at the worldchampionship in soccer in South Africa. Their grass is already at many other famous stadions - among others the Aston Villa. Here is chiefgroundsman Jonathan Calderwood, aged 31 just named the best groundskeeper in England. There is a good reason for this, because when Jonathan Calderwood maintains the football grounds at the football academy, Bodymoor Heath, and the Villa Park stadium he does genuinely care how things are done
First opened in the 1970s, Bodymoor Heath underwent a reported £20m revamp, opening officially in summer 2007 with a mix of indoor training pitches, swimming pool, fitness centre and changing rooms.
Among new £5m-plus floodlit facilities were created three full-size first team practice pitches, one a replica of Villa Park's Desso surface including its camber undersoil heating and irrigation, two Fibresand pitches and various practice areas and a 3G full size synthetic pitch - all established in spring 2008 - while the original training areas accommodate academy teams on seven full size pitches laid on a 70:30 sand:soil substrate.
The fleet of equipment and machinery helps Calderwood and his team maintain the pitches to the premium standards required.
"Millions have been spent on the new pitches and we have a duty to maintain them in line with that level of investment," Calderwood says, "so we now have the confidence to achieve exceptional standards of maintenance."
Keep the ball at the ground
Each of the first team pitches was constructed to specifications matching those of other Premiership grounds - "the traditional 70:30 sand:soil mix, the 98% sand-based Desso surface, with its three per cent synthetic inclusion, the Fibresand pitches laid at Old Trafford and Chelsea, for example, or the 3G synthetic surface of the specification laid at CSK Moscow's stadium, where Villa played in the EUFA Cup.
"The philosophy is to utilise the first team practice pitches to acclimatise players to the conditions they'll encounter at other Premiership clubs or in Europe," explains Calderwood. "Players will train on the appropriate surface for three days before an away game to become familiar with it. We can try to reproduce a match day situation every day of the week.
After using Johnson's mixes at Villa Park since he arrived in 2001, Calderwood chose to seed the new surface with J Premier Pitch. "I did my homework and looked at several options, choosing the Premier mix of cultivars because the grass holds good winter colour and has a bristly, upright, hardwearing sward that springs up immediately after its stepped on - in contrast to some soft lush grasses - encouraging really good ball roll."
"It is essential to keep the grass perfect and to cut it in a way that the ball may glide over the surface. Players become better this way, our results hopefully improve and we attract more television viewers for broadcast matches."
No doubt about the fact that Jonathan Calderwood has good conditions given by the owner of Aston Villa.
"They know how important the grass is for our players' performance and consequently our results, so they allow me to do my job properly. They can see for themselves that it pays off," he says.
A great and very young leader
As one of 12 senior managers, Calderwood mixes comfortably with the good and great at Villa and is given the opportunity to do so, he says, in part because of a more streamlined mode of management that encourages dialogue, although he admits that "a suit's not for me".
However, management style clearly plays a key role in Calderwood's success, although typically he prefers to cover his team, rather than himself, in glory.
"I joke that they have a good boss but they see that I maintain very high standards for myself, that I work probably as long hours, if not more, than anyone else and get my hands dirty," Jonathan Calderwood says. "When they appreciate how good the training ground is, that the England under-21s use it occasionally and other visiting teams, they know that's all the motivation they need."
After working closely with Calderwood for some time, DLF regional technical manager Phil Seedhouse respects his work ethic and style:
"Jonathan leaves nothing undone and I believe he probably knows more about the maintenance of grass than anyone else in England, so I fully understand why he has won the award."
Facts:
Jonathan Calderwood's background
Born and raised in Northern Ireland
Gained his NVQ in horticulture from Greenmount Agricultural College, Antrim
Moved to Myerscough College, Preston, to study for an HND in turf science and sportsground management
Worked as groundsman at Wembley Stadium and later at Wolverhampton Footballclub
Started as groundsman at Aston Villa in 2001 and became chiefgroundsman in 2006
