Toronto’s Vista Tree has become one of the most thoughtful, community-driven tree management companies in Canada.
But behind its growth lies a powerful philosophy that a business, like a tree, is a living system that must be nurtured, pruned, and cultivated with intention.
In this episode of the Arborist Growth Partners Podcast, I sat down with Michael Kenins, founder of Vista Tree Management, to explore how his analytical approach, deep social values, and commitment to fair employment have reshaped what a modern arborist company can be.
From Nonprofit Work to Tree Management
Michael didn’t start in tree care.
His early career was in the nonprofit sector, until he realized he wanted a more active, physical, and community-connected path.
After researching career options, arboriculture stood out as a viable choice.
“The labour market data showed arboriculture was a growing industry,” Michael explained.
“It tied directly into climate resilience, urban forestry, and community health. It was dynamic. A living system. And I wanted to be part of that.”
He enrolled in Humber College’s Arboriculture program (after being turned down from another entry program, a rejection that only fueled his determination).
Within three years, he’d worked for several leading companies, including Maple Hill Tree Services and Bartlett Tree Experts, gaining both field experience and insight into the industry’s structural challenges.
Seeing Business as a Living System
One of Michael’s most interesting perspectives is that tree companies can learn from the very systems they work with.
“We know how to assess a tree’s health. To prune, fertilize, or nurture it back to strength,” he said.
“But we rarely apply that same thinking to our businesses. What needs pruning? What conditions need improving?”
This mindset shaped Vista Tree from the beginning: a company not just performing tree work, but managing living systems, people, clients, and communities.
With care and intention.
Building a Company Around Values
When Michael and his co-founder launched Vista Tree, they did so with a clear purpose: to raise the standard for both employee well-being and community impact.
They branded their trucks and uniforms from the outset and quickly became the first living-wage certified arboriculture employer in Ontario.
That certification was more than symbolic.
It embodied their philosophy of fairness and opportunity.
“I’ve often made less than my employees,” Michael said.
“We wanted to create a company where all boats rise with the tide. Where people could live and work locally, in one of the most expensive cities in Canada, and build a real career.”
Vista Tree focuses on creating career paths for individuals who may not have access to traditional education or white-collar work.
Providing training, structure, and dignity in a trade that is often exploitative.
Lessons from the Field: What to Avoid
Not everything came easily.
Michael is candid about mistakes and lessons learned.
Especially when it comes to lead generation companies and industry pitfalls.
“Avoid working with third-party lead generators (buying leads). They hollow out the industry,” he warned.
“Advertising isn’t bad, but it’s the tax you pay for being unremarkable. Build your own voice, brand, and community presence instead.”
He also cautioned against copying the traditional 3-person crew model without questioning it.
“We all assume tree work has to look one way: truck, chipper, and crew. But you need to design your business structure around your own goals and values. Not just what everyone else is doing.”
The Power of Systems and Documentation
As Vista Tree grew, documenting systems became vital.
“I should’ve started documenting everything from day one,” Michael admitted.
“SOPs aren’t just for big corporations. They’re your roadmap and your safety net.”
From hiring and quoting to job execution, written systems have allowed Vista Tree to maintain consistency and clarity.
Especially across multiple crews.
They now use Jobber as their CRM and CompanyCam for pre- and post-job documentation.
“It’s essential to understand both the benefits and limitations of your software,” he said.
“Your CRM will never be perfect, but it has to fit your process, not the other way around.”
When One Truck Means One Point of Failure
One of Michael’s most significant turning points occurred when a single mechanical issue brought everything to a halt.
“Our truck broke down, and I realized, no truck, no business,” he recalled.
“Then, when both trucks were destroyed in an arson, it reinforced that lesson. Redundancy isn’t optional; it’s survival.”
That experience drove Vista Tree to adopt a redundancy-first mindset, ensuring that no single point of failure can halt operations.
It’s a practical yet often overlooked form of resilience in the arborist industry.
What’s Next for Vista Tree
Michael’s next focus is education and training.
He’s developing an internal training system to help landscapers and new entrants transition into arboriculture and close the gap between formal education and real-world work.
“There’s a gap between what’s taught in schools and what’s needed on the job. We want to bridge that,” he said.
“That means building portable, measurable learning systems so people can advance themselves and grow the industry as a whole.”
He’s also realistic about turnover.
“People won’t stay forever, and that’s okay. Our job is to set them up for success wherever they go.”
A Vision Beyond the Chainsaw
At its heart, Vista Tree is more than a service company.
It’s a human-centered, community-rooted organization that sees trees, cities, and people as part of one ecosystem.
“We’re still a bunch of guys with chainsaws,” Michael laughed, “but also textbooks.”
That balance, between muscle and mind, service and stewardship, is precisely what makes Vista Tree stand out in Toronto’s crowded arboriculture scene.
Connect with Vista Tree
You can learn more about Vista Tree Management at vistatree.ca.
Follow them on Instagram and Facebook, or look for their bright orange trucks across Toronto.
Key Takeaways for Tree Service Owners
- Treat your business like a living system. Prune, feed, and nurture it.
- Build your own brand voice. Don’t rely on lead generators.
- Document everything early. SOPs are the foundation of scalability.
- Design redundancy. One truck or one tool shouldn’t stop your business.
- Invest in your people. Fair wages and structured training create long-term success.