Heather Russo, association manager of the Florida Turfgrass Association (FTGA), is instrumental in driving progress across Florida’s turfgrass industry. With a background in association management and a strong dedication to environmental stewardship, Russo has been instrumental in fostering growth and sustainability across the state’s green landscapes. Explore her journey and discover how she’s making a lasting impact in the Florida turfgrass industry.
Career Path & Education
Heather Russo joined the turfgrass industry in 2006 after leaving the state’s largest citrus organization. She previously worked as the membership and network coordinator for Florida Citrus Mutual and spent 10 years at Publix Super Markets Inc. in retail and pharmaceutical buying.
Russo earned a Bachelor’s Degree in Applied Science and Early Childhood Education from the University of South Florida in 2012 while raising a child full-time. “That’s one of my biggest accomplishments—working full-time and taking 2-3 classes per semester while raising my son.”
Florida turfgrass industry professionals pictured at Turf Day in March 2019.
Industry Impact
The FTGA hired Russo as a marketing coordinator, handling database management, website updates, membership and events. When Executive Director Pete Snyder retired, he recommended Russo for the association manager role, which she accepted in 2016.
“I’d always been on the backend, so going into the limelight and having to think about everything from a 30,000-foot view was a big challenge. I learned a lot and was definitely taken out of my comfort zone having to do more and different work within the association than I was used to, like finances and other bigger things,” she said. She began to sit in meetings with seasoned industry veterans and attend water management discussions. She praised her mentor Mac Carraway, who also moved from the citrus industry to turfgrass.
Turfgrass industry professionals visiting legislature in Tallahassee.
Florida’s turfgrass industry leads the nation with $7.82 billion in revenue and over 173,000 jobs. The state is also ranked first nationally in sod production. The association, which is based in Lakeland and has been advocating and promoting the industry since December 1952, has 700 members.
Heather Russo (center) presenting FTGA scholarships in October 2016.
Russo explained that being a member-based organization, the FTGA is the voice for its members at the state level. Members include lawn care operators, golf course superintendents, athletic field managers and sod producers, all of whom follow Best Management Practices (BMPs). Many also try to adhere to suggestions from the Audubon Society. Although no longer around, she recalled how Together Florida, a group that joined all agriculture entities, was a valuable networking group.
“We as an industry are depicted as the low-bearing fruit who litter the environment and don’t care about our water when, in fact, that’s the total opposite. It’s so important for us to try to do better for the environment. We’re always working with the University of Florida on research projects to help reduce any kind of waste and pollution. We live in Florida and we love our water too.”
One of FTGA’s key initiatives is its annual conference, which brings together leaders from across the turfgrass industry. The 71st Annual FTGA Conference was held in December 2024 in Ocala, FL, offering a platform for education, networking and collaboration.
Collaboration and Female Leadership
Russo believes industry collaboration greatly benefits the turfgrass sector. “Our board is currently working with the Florida Golf Course Superintendents Association (FGCSA) with cross-industry meetings because we are all fighting for the same end goal. Having other associations working together with the same goal will help all our members and sponsors to take our message to Tallahassee.”
Russo said it gives her confidence as a woman seeing an increased number of females taking roles in organizations across the industry over the past ten years. Russo said men are often the thinkers while women are the doers, which she sees as a positive change across the industry.
She noted several females running organizations, including Mary Hartney with the Florida Fertilizer & Agrichemical Association, Betsy McGill with Turfgrass Producers of Florida (TPF), Jennifer Bryan with the Florida GCSA and others. Russo shared that she often collaborates with McGill as they both run smaller associations with smaller budgets.
“More women are stepping up and being heard. The association created a Leadership and Development Committee run by one of our female directors, Peyton Edwards. We’re trying to get more women involved and increase diversity by bringing more men in as well.”
Advice for Aspiring Women
For young women aspiring to pursue a career in the turfgrass industry or any traditionally male-dominated field, Russo advised, “Follow your heart and do what you love to do. It doesn’t matter if it’s male-dominant because you will shine. If it’s something that you truly enjoy, you won’t consider it work and you’ll get more gratification. In this industry, although it’s male-dominant, I’ve met a lot of wonderful people and created great relationships and never felt I was looked down on because I was a female. Just follow your goals and follow your passion.”
Heather Russo is driving progress in Florida’s turfgrass industry, leading by example and fostering a more inclusive and environmentally responsible future.
This article was written by Cecilia Johnson.
