The Power of Recognition
Why Tree Care Professionals Benefit from Applying to Awards Programs
In an industry defined by precision, risk, and expertise, recognition does far more than celebrate success. It clarifies values, motivates teams, and elevates the standards that shape the profession. That was the central message of The Power of Recognition, a recent webinar hosted by ArborEXPO™ and sponsored by Altec, where six respected industry leaders discussed why awards programs matter and how tree care companies of all sizes can benefit from participating — especially through Arbor Awards™, the industry’s dedicated recognition program.
From safety innovation to client service to equipment ingenuity, Arbor Awards™ showcases excellence across all corners of the profession. But, as the panelists emphasized, the true value of recognition reaches far beyond trophies or titles. It serves as a catalyst for safer practices, stronger company cultures, and a more unified and forward-moving industry.
Watch the full webinar below:
Recognition Shifts the Mindset From “Good Enough” to Excellence
Emma Senerchia, licensed arborist, marketing specialist at Stanley Tree Service, and Arbor Awards™ board member, captured the spirit of the program succinctly:
“We are switching that conversation from ‘What is acceptable?’ to ‘What is excellent, what is going to be recognized, and what will move this industry forward?’”
For many companies, the day-to-day demands of production work create a natural focus on meeting minimum requirements. Awards programs challenge that mentality. They encourage companies to document their best work, analyze their systems, and evaluate what sets them apart — all actions that inherently raise their own internal standards.
Senerchia added that recognition reinforces a company’s core commitments, particularly when it comes to safety.
“It really is clarifying priorities. It solidifies that we prioritize safety, and we want our employees to really know and feel that.”
Celebrating Achievements Strengthens Companies from the Inside Out
One of the strongest themes throughout the webinar was that recognition motivates and unifies teams. When companies participate in an awards program, they create opportunities to lift up the individuals and crews behind the work—something the panelists felt is needed more across the profession.
As Senerchia explained:
“This is about progress, not perfection. There is always something worth recognizing… We are all working toward creating a better environment within our companies, our teams, and the industry.”
David Golon, President of Wonderland Tree Care + Landscapes and winner of the inaugural Service Tree Award, agreed:
“Everybody has something to celebrate. It is not about being perfect. We all do things differently, and we all have things that we can be recognized for.”
Recognition becomes especially meaningful when it reflects the real challenges that arborists face. As Sachin Mohan, Publisher of ArborTIMES™, Show Manager of ArborEXPO™, and creator of Arbor Awards™, emphasized:
“We are one of the top five most hazardous industries to work in… Show your good work. Show what you have done for the industry and the environment. If you believe you do not need an award for personal glory, do it for the industry. Show others how you can be safe.”
Awards programs help normalize the act of celebrating safety — which panelists agreed is an essential cultural shift for sustaining the profession.
Winning Awards Enhances Credibility and Builds Client Trust
Beyond internal benefits, recognition significantly impacts how companies are perceived externally. Many panelists noted that receiving an award can give clients a deeper sense of trust and confidence.
Bill Burley, owner of Heli-Ax — the only helicopter-based tree removal company in North America and winner of the Complex or Challenging Project Award — spoke directly to this:
“There were many significant projects that could have won that award, and for us to receive it, it shows our clients that we are the best.”
Awards validate a company’s processes, professionalism, and technical abilities in a way that marketing materials alone cannot. For some arborists, the experience even reshapes how they view their own careers.
Dane Buell, vice president of growth strategy and compliance for TreeServe LLC, Arbor Awards™ board member, and longtime industry safety leader, shared the personal impact of attending his first awards ceremony early in his career:
“It transitioned my thought about arboriculture from being a vocation to a profession in that one experience. Receiving that recognition and being able to share that with my client… it took me from just a contractor to a real professional.”
Steve Chisholm of Aspen Tree Experts, another Service Tree Award recipient, echoed this sentiment:
“Any time you get recognition, it is valuable… being appreciated by your peers is at a different level.”
Recognition builds credibility not only with clients but also within the broader professional community.
Awards Motivate Continuous Improvement
Another key benefit of participating in Arbor Awards™ is the motivation it sparks to refine systems, develop new strategies, and pursue higher standards.
Chisholm noted:
“It can motivate you and your team to do more—just go a little further, push your performance, and ask, ‘That was really great, but what can we do better?’”
The process of applying requires companies to examine their workflows, articulate their innovations, and reflect on what makes their work exceptional. That reflection alone becomes a powerful management tool.
Buell added that recognition contributes directly to the evolution of the entire field:
“There should be some place to showcase innovation if we want to continue to inspire and grow as a profession.”
As new technologies, safety practices, and environmental challenges emerge, an awards program creates a platform to highlight the best ideas and encourage the rest of the industry to rise to meet those benchmarks.
Why Every Company Has Something Worth Submitting
Despite the benefits, many companies hesitate to apply — often because they feel overwhelmed or unsure whether their work is “award-worthy.”
The consensus: every company has something to recognize.
Some excel in safety culture. Others in plant health care. Others still in mentoring new climbers, refining office systems, innovating with equipment, or transforming client education.
Awards are not reserved for the biggest or flashiest companies. They highlight excellence in all its forms.
Golon summarized this perfectly:
“Everybody has something to celebrate.”
Panelists encouraged companies that feel too busy to apply to consider the long-term value of recognition — not just for themselves, but for the crews who deserve the spotlight.
A Stronger Industry Through Shared Success
At its core, Arbor Awards™ exists to amplify the stories, practices, and people who push arboriculture forward. Whether a company is applying for the first time or returning to showcase new innovations, participation contributes to a culture that prioritizes safety, professionalism, and community improvement.
As Mohan reminded attendees, recognition is not merely about accolades:
“Show others how you can be safe.”
In an industry that asks so much of its workforce, celebrating success is not optional. It is an essential form of leadership.
Applications Are Open
Arbor Awards™ will be presented during ArborEXPO™ in Springfield, Massachusetts, March 26–27, 2026. Companies and individuals across the profession are encouraged to explore categories, award criteria, and past winners at arborawards.org.
For companies seeking to strengthen safety culture, elevate their brand, attract clients, and contribute to the advancement of the tree care profession, applying to Arbor Awards™ is one of the most meaningful steps they can take.
Don’t wait! Applications close January 31, 2026.
