For tree care businesses looking to expand their service offerings and tap into a lucrative market, developing a robust Plant Health Care (PHC) program is a strategic move. Plant health care is not just a trend; it’s a necessary evolution for businesses aiming to provide comprehensive tree services in today’s environmentally conscious and demanding market. This guide will walk you through the essential steps to create a successful PHC program, enhancing your business’s value and ensuring the vitality of the landscapes you manage.
Plant health care, at its core, is the proactive and preventative maintenance of trees and shrubs, especially in urban and managed environments. As Tchukki Andersen, BCMA, CTSP, and TCIA’s manager of tree care expertise, aptly puts it, “Plant health care is the care and maintenance of woody trees and shrubs. These are living, breathing life forms that we are managing in their current, often urban, locations.” Moving beyond basic tree pruning and removal, PHC addresses the underlying factors that contribute to tree stress and decline, ensuring long-term health and beauty.
Image: Certified arborist Joe Jones from Joseph Tree Service applying soil injection for tree growth regulation as part of a plant health care program.
Why Launch a Plant Health Care Program?
Integrating a PHC program into your tree care business offers numerous benefits, expanding beyond traditional services and opening new revenue streams.
1. Offer Comprehensive Tree Care Services:
As Zack Shier, plant health care manager for Joseph Tree Service, points out, PHC allows you to provide the true “health care” aspect of tree maintenance. While pruning and removal are essential, they don’t always contribute directly to a tree’s health and can sometimes induce stress. A PHC program completes the circle, addressing the fundamental needs of trees in urban settings.
2. Enhance Client Service and Retention:
Sylvia Provost, president of Henderson’s Tree Service, LLC, emphasizes the convenience factor for clients. Offering a full suite of services, including PHC, means clients can rely on a single company for all their tree care needs. This integrated approach strengthens client relationships and reduces the likelihood of them seeking PHC services elsewhere.
3. Increase Profitability:
Financially, PHC can be significantly more profitable than standard tree care services per hour of work. Shier notes that PHC requires specialized knowledge and logistics but often involves less manpower and overhead, resulting in higher billable rates and improved margins.
4. Address Unmet Client Needs:
Many clients may not realize the extent to which urban trees are stressed and require proactive care beyond pruning. PHC services fill this knowledge gap, offering solutions for stressed trees and educating clients about the importance of preventative care. As Shier explains, “Most clients know they need their tree pruned, but they don’t know that urban trees usually are stressed and need to be assisted.”
Image: Bartlett Tree Experts employee using an air-excavation tool to improve soil health, a key component of plant health care, during a community service event.
Key Components of a Plant Health Care Program
A comprehensive PHC program includes several core elements, each crucial for maintaining tree health and addressing potential issues proactively.
1. Thorough Diagnosis and Assessment:
Accurate diagnosis is the cornerstone of effective plant health care. Understanding the specific stressors affecting a tree, whether biotic (living organisms like pests and diseases) or abiotic (environmental factors like soil compaction or nutrient deficiencies), is essential for developing targeted treatment plans.
2. Soil Management and Health:
Healthy soil is fundamental to healthy trees. PHC programs must include strategies for soil testing, amendment, and improvement. This can involve soil aeration, fertilization, and adjusting soil pH to create an optimal growing environment.
3. Pest and Disease Management:
Integrated Pest Management (IPM) is a critical component of PHC. This approach focuses on preventing pest and disease problems through cultural practices, biological controls, and targeted treatments when necessary. Monitoring, early detection, and appropriate intervention are key to minimizing damage.
4. Preventative Pruning and Structural Support:
Pruning in a PHC context goes beyond aesthetics. Structural pruning, especially for young trees, establishes a strong framework, reducing future risks and enhancing tree longevity. For mature trees, pruning removes dead, diseased, or hazardous limbs, promoting overall health and safety. Cabling and bracing may also be necessary for older trees to provide additional support and prevent failure.
5. Water and Nutrient Management:
Proper hydration and nutrition are vital for tree health. PHC programs should address irrigation needs, especially during droughts, and implement fertilization strategies to ensure trees receive the necessary nutrients for growth and resilience.
Developing Your Plant Health Care Program: A Step-by-Step Guide
Launching a successful PHC program requires careful planning and a phased approach. Here’s a step-by-step guide to get you started:
Step 1: Leverage Your Existing Client Base:
Phil Perron, plant health care director for Barrett Tree Service East, Inc., advises starting with your current clients. Your existing clients already trust your services, making them prime candidates for PHC offerings. As Perron states, “You’re walking past more opportunities for PHC work when you go to a client’s door than you’ll ever get by going out and looking for it.”
Begin by assessing the trees on your current clients’ properties and identifying potential PHC needs. Proactively offer tree preservation services, highlighting the long-term benefits of a PHC program.
Step 2: Define Your Initial Service Offerings:
Start with PHC services that align with your current capabilities and expertise. Fertilization, soil health improvement, and basic pest and disease monitoring are good starting points. Tammy Kovar of Biological Tree Services emphasizes the importance of soil health, stating, “You don’t save the tree by trimming the tree, you save the tree underground. Without healthy roots, you won’t have healthy trees.”
Gradually expand your service offerings as your team gains experience and knowledge. Consider specializing in specific areas, such as insect and disease management, or soil health restoration, to differentiate your program.
Step 3: Acquire Essential Equipment Gradually:
Starting a PHC program doesn’t require a massive upfront investment in equipment. As Sylvia Provost notes, “Just a backpack sprayer is all they really need to get started.” You can begin with basic equipment and expand as your PHC program grows.
Essential Starter Equipment:
- Backpack Sprayers: For targeted application of treatments to smaller trees and shrubs.
- Soil Testing Kits: To assess soil pH and nutrient levels.
- Soil Injection Equipment (Optional): For delivering fertilizers and treatments directly to the root zone.
Equipment to Consider as You Expand:
- Spray Rigs: Truck-mounted or trailer-mounted sprayers for treating larger trees and properties efficiently.
- Air Spade or Air-Excavation Tools: For soil decompaction and root collar excavation without damaging roots.
- Soil Augers and Probes: For deeper soil sampling and analysis.
Image: Arborist Joe Town at Henderson’s Tree Service with a spray rig, highlighting that PHC can start with basic equipment like backpack sprayers.
Step 4: Invest in Knowledge and Training:
Knowledge is paramount in PHC. Zack Shier emphasizes, “PHC is very knowledge heavy… Essentially, you have to understand tree anatomy, physiology, soil science and urban-tree stresses, and how to treat each of those specifically.” Invest in training for yourself and your team to develop the necessary expertise.
Training and Resources:
- TCIA Plant Health Care Technician Program: A comprehensive program covering various aspects of PHC, including pest management.
- Arborist Certifications: Pursuing certifications like ISA Certified Arborist or BCMA demonstrates expertise and credibility.
- Industry Conferences and Workshops: Attend events to learn from experts and stay updated on the latest PHC practices.
- Mentorship: Seek guidance from experienced PHC professionals in your area.
- Sales Representatives: Product sales reps often provide valuable training and insights into application techniques and product knowledge, as suggested by Sylvia Provost.
Step 5: Market Your PHC Program Effectively:
Integrate PHC into your overall company branding and marketing efforts. Highlight PHC services on your website, marketing materials, and client communications. Shier advises, “You need to make sure your entire company brand shows you do PHC as well as tree pruning and removals. PHC should never be, ‘Oh wait, by the way, do you want this?’ It should be incorporated into the whole business.”
Marketing Strategies:
- Website Updates: Create dedicated pages for PHC services, detailing the benefits and your approach.
- Email Marketing: Inform existing clients about your new PHC offerings through targeted email campaigns.
- Flyers and Door Hangers: Distribute marketing materials in your service area, highlighting PHC benefits.
- Social Media: Share educational content about tree health and promote your PHC services on social media platforms.
- Client Consultations: Educate clients about PHC during initial consultations and tree assessments.
Image: Hendrik Whenning from Barrett Tree Service East applying bio-stimulant, showcasing a practical PHC treatment in action.
Step 6: Develop Pricing and Contract Strategies:
Price your PHC services to reflect their value and expertise. Consider offering annual PHC contracts that provide recurring revenue and ensure consistent care for your clients’ trees. Clearly outline the services included in your contracts and the schedule of treatments.
Step 7: Focus on Client Communication and Education:
Effective communication is crucial for PHC success. Educate clients about the importance of proactive tree care, explain your diagnostic findings, and clearly outline your recommended treatment plans. As John Ball, Ph.D., BCMA, CTSP, professor of forestry at South Dakota State University, emphasizes, the “scout” or point person for PHC needs strong people skills and plant knowledge to build client trust and understanding.
Essential Equipment for a Growing PHC Program
As your PHC program expands, you’ll need to invest in more advanced equipment to handle larger properties and a wider range of services.
- Larger Spray Tanks and Rigs: For efficient application of treatments on larger properties and mature trees.
- Tree Injection Systems: For delivering systemic treatments directly into trees, effective for pest and disease control.
- Air Compressors and Air Knives: For soil aeration and root collar excavation, improving soil health.
- Specialized Application Equipment: Such as granular applicators for fertilizer and soil amendments.
Image: Tree injection setup used by Joseph Tree Service to prevent emerald ash borer infestation, demonstrating advanced PHC treatment methods.
Building Your PHC Expertise and Team
The success of your PHC program hinges on having a knowledgeable and passionate team. As Tammy Kovar states, “You have to be very inquisitive and have an unabashed interest in the science. If you’re not curious, you can’t do it.”
Key Team Considerations:
- Hire a PHC Specialist: Consider hiring an arborist or technician with specific expertise in plant health care to lead and develop your program.
- Invest in Ongoing Training: Provide continuous training opportunities for your team to expand their knowledge of tree physiology, pest and disease management, and PHC best practices.
- Licensing and Certifications: Ensure your team members obtain necessary licenses and certifications for pesticide application and other specialized PHC treatments.
- Develop a “Scout” Role: Designate a team member to act as the primary point of contact for PHC clients, focusing on client communication, property assessments, and ongoing monitoring.
Overcoming Common Challenges in Starting a PHC Program
Starting any new business venture comes with challenges. Here are some common hurdles and how to overcome them:
- Lack of Knowledge: Invest in training, seek mentorship, and start with simpler PHC services to build expertise gradually.
- Equipment Costs: Begin with essential equipment and expand your inventory as your PHC program grows and generates revenue. Consider renting equipment initially to minimize upfront costs.
- Client Education: Develop effective communication strategies to educate clients about the value of PHC and overcome the perception that tree care is solely about pruning and removal.
- Regulatory Requirements: Familiarize yourself with local and state regulations regarding pesticide application and other PHC treatments. Ensure your team is properly licensed and compliant.
Image: Before-and-after view of soil treatment by Biological Tree Services using an air knife, illustrating a practical application of PHC equipment and techniques.
Conclusion: Taking the First Step Towards Plant Health Care
Launching a plant health care program is a strategic and rewarding endeavor for tree care businesses. By expanding your services to include proactive tree health management, you not only increase your profitability but also contribute to the long-term vitality of the urban landscape. Start small, invest in knowledge, and prioritize client communication. As Phil Perron advises, “Start small. Offer something as simple as soil testing… Then get the client on a bio stimulant or a fertilizer, and you’re on your way.” Taking that first step will position your business for growth and success in the evolving tree care industry.
By embracing plant health care, your business can evolve from simply removing and pruning trees to becoming true stewards of tree health, providing valuable services that clients increasingly demand and appreciate.
