Leadership

Bruce Edgar Pherson, Jr.

I am pleased to share with you that on July 1, 2024, I assumed the position of Chief Executive Officer (“CEO”) of our company after 27 years, the last 17 as President. I am even more pleased to share that my long-time Treeland colleague and friend, Peter Van horenbeeck was unanimously elected to the position of President by our board of directors.

As President, Peter will oversee all operations and has day-to-day responsibility and oversight of our company. My role is to guide the company forward, preserving its commitment to integrity, quality, service, respect for all, and long-range success. I will continue to work closely with Peter in his new role. It helps that this is largely what we have been doing together for many years. There really is little to no change in how we operate.

Thank you for your business and support for all these years. John and Susan Boething founded our family company in 1952, over 72 years ago. We intend to continue their legacy of “beautifying the west one tree at a time” for many years to come. Peter and I are very enthusiastic about the future of our company. We appreciate your loyalty and will work hard to continue to earn your business and your trust.

Sincerely,

Bruce Edgar Pherson, Jr.
CEO

Peter Van horenbeeck

I am humbled and proud to announce that as of July 2024, I have taken on the role as President of Boething Treeland Farms. It is my goal to continue to drive our company’s vision of excellence, providing high quality trees, shrubs and great customer service, while fostering a sustainable relationship with nature.

The journey behind my vision and commitment to excellence in the nursery business began with a passion for plants that started at the age of six in Belgium. It was further ignited by the gift of a greenhouse at age eleven. This early experience blossomed into a career in horticulture that started at Boething Treeland Nursery’s retail division in December 1984, just six months after I immigrated to California.

My experience in the retail division led to an opportunity in the wholesale division in 1989, where I was given the responsibility of managing several of Boething Treeland’s growing ground locations.

Under the mentorship of the founder John Boething, I gained invaluable insights into the business, culminating in my promotion to Vice President of Production. Following Mr. Boething’s passing in 2007, I continued to work hard to uphold his legacy, overseeing operations across 800 acres and ten locations.

Since our founding in 1952, Boething Treeland has thrived on the old-fashioned family values of hard work, fairness, and integrity. We emphasize teamwork, communication, and mutual respect, which has fostered a strong and dedicated work force. Many of our employees have proudly served us for over 20 years, and their loyalty underscores our commitment to our legacy. Our mission remains focused on enhancing the quality of life by supplying quality trees and shrubs to enhance our urban landscapes.

We work hard to earn and maintain your business.

I look forward to many opportunities for collaboration and am here to partner with you in growing our businesses together.