La Crosse Forage and Turf Seed is a supplier of turf, forage, and pasture seeds, and related specialties for turf, landscaping and agriculture. The company is affiliated with the Rural American Fund, a private investment firm located in Chicago, Illinois, that targets investments in rural American business enterprises.

La Crosse Forage & Turf Seed, a leading seed distributer in the Midwest, recently announced that it is shortening its name to La Crosse Seed. "This change represents more than just a new company name," says Paul Curran, CEO of the company. "It represents a respect for our company's roots, as La Crosse Seed was our original name when the company opened its doors in 1947."

In addition to forage and turf seed, the distributor provides cover crop seeds, native grasses and wildflowers, fertilizer, erosion control products, inoculants and specialty growth enhancement products, and more. The sales team includes nearly 20 regional sales managers covering the Midwest under the leadership of Patrick Reed, national sales manager.

The company recently launched the Soil First™ branded portfolio of cover crop seed products, and named Scott Wohltman as cover crop lead.

Transition to the new name, which includes changes to packaging and marketing materials, will take place over the next six months.