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Roswell business leader elected to IA Board of Directors

FAIRFAX, VIRGINIA (Dec. 13, 2022) — The Irrigation Association is pleased to announce that Steve Counter, vice president of category management at SiteOne Landscape Supply, has been elected to the IA Board of Directors.

Prior to joining SiteOne, Counter spent over 17 years at Stanley/Black and Decker working in multiple field and corporate roles of increased responsibility, including leading their North American Grainger business for all brands. He also worked for Rain Bird and led their southeast contractor team. His responsibilities at SiteOne include managing the irrigation, lighting and drainage businesses from a category management perspective; leading their dedicated training teams for these lines; and helping develop their Pro-Trade private label brand. Counter was also involved with the Irrigation Association’s Expo Advisory Committee from 2016 to 2018.

“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.”

Counter joins additional newly elected board members Steve Hohl of Rancho Santa Margarita, California, and James C. Reid Jr., CID, CAIS, CTA, of Americus, Georgia, as well as the 12 other members who are continuing their terms from previous years.

The IA 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 IA’s financial resources. Directors are elected each fall by members of the association and represent the diversity of member types and market segments.

For more information about the IA Board of Directors and to learn how to nominate someone, visit the IA website at