About
ISA

Consumer
Tree Care
Website

Publications

Certification
Information

Chapters & Professional
Affiliations

Discussion
Groups

Members
Only

Related
Links

Media
Source

Back to Arborist News Menu

I am excited to be serving as your president in the coming year and plan to focus on three primary areas of concern:

• ISA’s strategic plan objectives for 2001?2005
• public perception of trees
• tree worker safety

Strategic Plan

Our well-crafted strategic plan for 2001? 2005 is in place together with a compelling mission statement to guide our objectives of

• professional growth and development
• outreach
• strengthening research
• internationalization
• influencing policy
• organizational development

The strategic plan is posted on the ISA Web site at www.isa-arbor.com/about/strategic.aspx. I encourage you to review this important document and select an objective to work with locally, nationally, or internationally. Your help is necessary to move these objectives along their intended path.

Membership in ISA is growing rapidly. This growth suggests a high level of interest throughout the world. Expanding membership also carries with it issues of diversity, new concepts, and cultures—which can only serve to strengthen the purposes and programs of the largest tree care organization in the world. By the end of next year, I anticipate a total membership of more than 15,000!

Public Perception of Trees
Is the general public consciously aware of trees as goods and services? I think not. An urban tree as a commodity seems to be a completely foreign concept to most tree owners. Aesthetics and amenities and structural values and problems dominate the focus and generally drive the need for professional tree care.

Tree care in the context of providing goods and services is perhaps analogous to regular car maintenance. We need reliable service from our automobiles and trucks because we use them. To further clarify the "use" of trees, I compare a topped tree to a car without wheels. Major operational parts of the tree and the car remain. Yet a vehicle without wheels can’t provide transportation or be used to haul anything. A topped tree cannot provide cooling, stormwater retention, and air cleansing.

Tree care to enhance and market tree services may be a fertile area for research or simply an additional justification for tree preservation. Consumers of tree "goods and services" probably experience the same needs of any shopper. They do not buy goods and services; they buy benefits and the results of goods and services. Let’s give tree goods and services some serious thought.

Tree Worker Safety
We are all well aware that tree care can be dangerous work. Each year, far too many fatalities and injuries occur among tree workers. We expend a tremendous amount of time, money, and energy researching trees—the workplace of the tree worker. Why not research the people who work there?

Causes of on-the-job fatalities and injuries often are obscure and remain unknown. Here are some questions that, in my humble opinion, ought to be asked and answered:

• How do we specifically identify the "adrenaline junkie" in an interview?
• How do we install a safety "mindset"?
• Are tree workers carrying excessive weight?
• Is training adequate?

There are many more pertinent questions to be asked. A tree worker profile is long overdue and is open to scientific study.

In closing, arboriculture and community interest go hand in hand. Each complements the other. As an organization, ISA is in an excellent position to be part of the community fabric. Trees are an integral part of any community and certainly enhance public health, well-being, and economic vitality. When we serve those interests, we are rewarded with an image that in turn serves us well.

I ask for your commitment to the ISA mission statement: "Through research, technology, and education promote the professional practice of arboriculture and foster a greater public awareness of the benefits of trees." This is our challenge! I have assumed the presidency of ISA with a deep passion. I hereby pledge complete dedication to the strategic plan and mission of ISA and a total commitment to the discharge of my duties as president. I can do no more, and I can promise you that I will do no less. Thank you for your confidence and support in our journey together this year.