U.S. homeowners with gardens are less enthusiastic than before mowing their lawn on the weekends and prefer to spend their leisure time in other ways.
"Simple Green", Israel's largest synthetic grass distributor is entering the U.S. market and will market its products to the U.S. Landscaping Centers under the brand "Garden Mark".
Israel is considered a global player in the synthetic grass space (field). This year Israel will installed in an estimated 700 thousand square meters (or 7 million square feet) of turf amounting to 140 million NIS in sales, an increase of 40% over the previous year. U.S. as a whole, for comparison, has installed this year, five million square meters of turf, a much lower rate than Israel on a per capita basis, considering the number of residents, the vast territory and large gardens that Americans own.
Simon Hamo, CEO of Simple Green, said the company believes the U.S. market has tremendous potential for growth in the rate of hundreds of percent, similar to the revolution that was made in the Israeli market in recent years. In the U.S., like Israel, the initial interest in the artificial grass will be based on the environmental aspect of water conservation during periods of drought, but then the consumer will get used to the convenience, comfort and quality as well as time savings in maintenance. Natural lawn mowing is indeed part of the culture of American weekend but now young adults and adults prefer to spend their leisure time in other ways