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Cree Lighting Selects New Northwest and Midwest Representation to Sharpen Focus in Key Segments

Published on: 9/1/2022

Three new agenciesColumbia Pacific Sales, JR & Associates and Luma Sales Associateschosen for their expertise in roadway, commercial, institutional and automotive lighting verticals.

Racine, WI, September 1, 2022 – Cree Lighting announced today 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. Their mission is to bring product expertise and exemplary service to all customers, representing only lines of proven, highest-quality products and service; a natural fit for Cree Lighting.
  • JR & Associates now represents Nebraska and Iowa with a focus on higher education, healthcare, commercial and automotive projects. Their 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. They bring over 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.”

About Cree Lighting

Cree Lighting, A company of IDEAL INDUSTRIES, is a market-leading innovator of commercial and residential LED lighting solutions for exterior, interior and intelligent lighting applications. Cree Lighting’s cutting-edge technology delivers proven value and best-in-class performance for petroleum and c-stores, cities and utilities, commercial and industrial customers. Cree Lighting is committed to transforming the way people experience light through meaningful innovation and leading energy efficiency that help make cities more productive and businesses more profitable. Visit https://www.creelighting.com for more information.

Cree Lighting is a registered trademark of CreeLED, Inc.


Media Contact:
Carrie Martinelli
Cree Lighting


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