TenCate North Americas has left the Synthetic Turf Council (STC) over a different view on advocacy for access to play and policy education.
A spokesperson for TenCate North Americas who we approached regarding this development told Sportsfields.info that “The synthetic turf industry is in a highly dynamic period, particularly around advocacy efforts related to access to play and policy education. Given this landscape, TenCate has chosen to focus our efforts where we believe they can be most effective.”
According to the response, the pace and structure pursued by the STC “have not consistently aligned with the urgency and responsiveness required to address today’s most pressing challenges.” Asked for which platform TenCate Grass North Americas intends to use to advocate the use of synthetic turf, we were told that the company will concentrate “our advocacy through Playing For Keeps.” The organization was described to us as “a trade organization designed to proactively address critical issues, advance understanding of the benefits of synthetic turf and engage policymakers and stakeholders through science-based dialogue.”
Playing For Keeps was introduced by Suzanne Shelton of ERM, formerly the Shelton Group, a marketing and communication agency that lists TenCate Grass North Americas as a client. In a blog on the ERM website from 2023, Shelton says that “Along the way, of course, Shelton Group will be communicating this game-changing story, which we call “Playing for Keeps,” to ensure TenCate gets full credit for the bold moves they’ve made to protect both people and the planet.”
Nevertheless, the spokesperson emphasized that “we welcome other synthetic turf manufacturers that prioritize agility and speed to join the efforts of Playing For Keeps.”