[Carl in Tampa]

I don't know anything about the "loathed company," but the State of Florida sometimes uses Hydroseeding for portions of roadside that are damaged by construction, fire or other elements that damage the grass.

In these cases, rather than using dry seeding they spray a slurry of ingredients including fertilizer, tackifying agents, fiber mulch, and green dye along with the grass seed. Presumably, the green dye is for aesthetic effect until the grass grows through.

Perhaps the "loathed company" is doing something similar.