Better Place Forests

About Better Place Forests

Better Place Forests is a venture-backed company operating in the end-of-life services market, offering a conservation-focused alternative to traditional cemeteries for individuals and families who choose cremation. Founded in 2015 by Sandy Gibson, Brad Milne, and Jamie Knowlton, the company establishes and manages protected memorial forests across the United States. The inspiration for the company came from co-founder Sandy Gibson's personal experience; after losing both parents at a young age, he sought a more meaningful and natural place to remember them than a conventional cemetery. This led to the creation of a business that intertwines end-of-life planning with forest conservation.

The company's business model is centered on selling individuals and families the permanent right to have their cremated ashes spread at the base of a specific tree within one of its protected forests. Clients can select a private tree, which can be shared by family members and even pets, in forests located in states like California, Arizona, Minnesota, and Massachusetts. Revenue is generated from the sale of these memorial tree rights, with prices varying based on the tree's size, species, and location within the forest. The purchase includes the spreading rights, perpetual access to the forest for remembrance, and the planting of new saplings in areas affected by deforestation or wildfires. Additional services, such as personalized memorial ceremonies led by Forest Guides, can also be purchased.

Better Place Forests’ core service provides a living, growing memorial. A proprietary process is used to mix cremated ashes with local soil, which is then placed at the base of the chosen tree. This is often done as part of a personalized ceremony for family and friends. A custom-inscribed bronze marker, inspired by USGS survey markers, can be placed at the tree's base to commemorate the individual. The company owns the forest land and works to ensure its long-term preservation, often by partnering with land trusts to place conservation easements that prevent future development. This model directly links the sale of memorial trees to the protection of forest ecosystems, creating a tangible environmental legacy.