Steve Counter elected to IA board

Steve Counter, vice president of category management at SiteOne Landscape Supply, has been elected to the Irrigation Association, Fairfax, Virginia, Board of Directors.

Counter has worked with other industry and industry-adjacent organizations prior to joining the SiteOne team, including RainBird and Stanley/Black and Decker. At SiteOne Counter manages the irrigation, lighting and drainage businesses from a category management perspective; leads their dedicated training teams for these lines; and helps develop their Pro-Trade private label brand.

“I believe irrigation and related products play a critical role in many livelihoods and our collective experience as Americans,” Counter said. “If done correctly, we can add tremendous value to all levels of society. We also have a distinct responsibility to be advocates for smarter installation and overall irrigation techniques, which support water conservation. The IA is in a unique position to provide the industry with educational content, updates on industry trends and innovation, and help support local, state and federal legislation we feel provides value. Based on my background and experiences, I feel I can positively impact these efforts.”

The Irrigation Association’s Board of Directors establishes the association’s strategic direction, policies and programs. The board monitors current and evolving industry trends, determines strategic priorities, defines public policy positions and acts as a steward of the financial resources of the organization. Directors are elected each fall by members of the association and represent the diversity of member types and market segments.