We’re digging deep into the world of Aquatrols’ territory manager, Josey Groeneveld. Get to know him better below.
What is your role at Aquatrols?
Territory Manager for the Pacific NW and Western Canada
How long have you been with the company?
I started with the Aquatrols Company January 1st, 2025
Where did you grow up, and what brought you to your current city?
I grew up on a farm SE of Calgary, Alberta, Canada. A farming community referred to as the Glady’s Ridge. I’m currently living in Okotoks AB. Okotoks is in close proximity to family, the farm, the Rocky Mountains, and of course the Calgary airport!
What does your typical day look like?
My days vary quite a bit. With my career being my main focus, my days are usually based around work. I’m either spending my time reaching out to customers, working/learning from the Aquatrols team, or I’m on the road/ in the air. Year one with Aquatrols has been a great experience! I’m constantly spending my days trying to further my experience and knowledge of our business, products, and customers. Theres always something to be done, learnt, or expanded on further. On my spare time I’m either out walking my dog (Iris), at the gym, or working in my yard during the week, weekends I’m usually at the farm or off hiking somewhere!
What drew you to this field, and how did you get started?
I started as a summer student working at a grain handling and crop input company called Richardson International. Upon completing my education at Olds College and spending some time travelling New Zealand, I made the executive decision that Agriculture was the path for me. I started ground level as a Location Assistant at Richardson. This involved sampling grain, sweeping floors, loading rail cars, blending fertilizer, and assisting in the management of the Inputs facility. After a short time, I was promoted to an Area Marketing Representative role for Richardson. This AMR role allowed me to merchandise grain, sell crop inputs, and trial products with companies such as Bayer, Monsanto, BASF, and Syngenta. Eager in my youth I applied for a position to work with Bayer in their Environmental Science sector. Bayer hired me and I was their Territory Sales Manger in Turf & Ornamentals for nearly eight years, servicing the Western Canadian Market. I thoroughly enjoyed my time at Bayer/Envu however once again eager to continue learning, I accepted the position of Territory Manager with the Aquatrol Company for the PNW & West-Can.
What’s your favorite part of the job or most rewarding project you’ve worked on?
I’m constantly learning about the broad portfolio that the Aquatrols Company offers. Within this portfolio all the tools we have to offer are directed at maximizing every drop of water on any given agricultural operation. Golf courses, greenhouses, sports turf, lawn care, orchards, you name it. This technology, I feel, is extremely useful now and will be essential in years to come. Doing my part in the conservation of one our most valuable resource, being water and maximizing every drop is extremely rewarding for me.
How do you see the industry evolving in the next few years?
I truly feel that we haven’t hit the ceiling regarding the potential that surfactant technology has to offer. I see water management becoming increasingly important. Also, the maximization of all crop inputs should be and will be a focus. Soil Surfactants and Adjuvants are a great way to maximize every product applied in any agronomic setting. I think the research that company’s like “The Aquatrol Company” invest in will be the backbone of any agronomic program and will be highlighted for years to come.
Is there a product or innovation from Aquatrols you’re particularly excited about right now?
I think one of our most exciting innovations is our Aura Research farm. Aquatrols PhD, Dr. Matt Fleetwood is certainly one of the most enthusiastic employees we have on our team. With Matt at the helm of R&D and to have the ability to exercise his passion at Aura Farm, I think there will be some really interesting innovations coming out of Aura!
Do you have a favorite industry tip or tool?
I think one of the most valuable tools in your toolbox is the relationships you keep. Coming from big AG to the turf industry I had an extremely steep learning curve and still do. I found that the relationships I’ve built are lasting, and those lasting relationships are what get you through a pinch. Nobody has all the answers but collectively a solution can always be found.
If you weren’t in this field, what would you be doing instead?
Being from a Dutch farm family, Agriculture has always been the goal. If I wasn’t doing this, I’d be trying to make a go of an AG based operation somewhere. Bees maybe! Lol
What’s one surprising thing people might not know about you?
I’m a beekeeper! Over the last couple years, I’ve been promoting bees on the golf course and doing my best to teach the next generation how to keep bees and the importance of pollinators.
What is your favorite hobby, activity, or creative outlet?
When I’m not doing hive checks you can normally find me hiking in the Rockies with my pup Iris!
First concert?
Calgary Stampede Coke Stage: Eve 6
Coffee or tea?
Coffee in the morning Tea in the afternoon.
Favorite food?
9/10 times I’ll be craving a burger and fries.
Bucket list location to visit?
I fortunately got to do my main bucket list location last year, completing the Laugavegur Trail in the Islandic Highlands. I’m currently working out what would top Laugavegur!
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