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Cree Lighting Selects 3 New Rep Agencies

RACINE, Wisc. — Cree Lighting announced the selection of three new agencies to represent multiple states across the Northwest and Midwest regions, effective immediately.

  • Columbia Pacific Sales now represents Oregon with a focus on roadway, commercial and industrial projects. Its mission is to bring product expertise and exemplary service to all customers, representing only lines of proven, highest-quality products and services; a natural fit for Cree Lighting.
  • JR & Associates now represents Nebraska and Iowa with a focus on higher education, healthcare, commercial and automotive projects. Its team offers superior service and response time to help clients find the perfect lighting solution, even on the tightest of timelines.
  • Luma Sales Associates now represents Minnesota, North Dakota, and South Dakota with a focus on roadway and automotive projects. It brings more than 50 years of collective experience as a fully independent lighting agency, providing clients an alternative to the limitations of conglomerate packages.

“We are very excited to partner with these extremely talented and highly experienced independent lighting agencies,” said Joe Colant, Cree Lighting Vice President of Sales. “Like Cree Lighting, our new partners take a client-first approach in everything they do, with best-in-class product expertise and world-class customer support. Together, we will advance our mission to light the best path forward for our mutual customers.”

Penni Howard, Principal at Columbia Pacific Sales said, “Our team is well-known throughout the Northwest as a leading expert in roadway lighting with decades of combined experience. Our application expertise is well aligned with Cree Lighting’s mission and we are excited to bring their industry-leading street lighting and commercial solutions to our clients.”

“We are also excited to bring on Cree Lighting as a flagship brand for our customers,” said Caleb Reiss, Principal at JR & Associates. “As a family-owned business, like Cree Lighting, our teams are jointly focused on building strong business relationships through trust and accountability, while delivering better light that our customers can truly see and benefit from.”

Jerry Strand, Principal at Luma Sales Associates said, “Our history with Cree Lighting dates back to 2007 with our I-35W St. Anthony’s Fall Bridge installation in downtown Minneapolis—a project truly at the forefront of the LED revolution. Fifteen years later, it is a pleasure to know those original fixtures have surpassed their expected life and continue to deliver high-quality lighting today. This gives us great confidence in our renewed partnership and the value we can offer clients together.”

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