about a plus tree

Founded in 2001 by the late Jeremy Tibbets, A Plus Tree has evolved into a progressive passionate company leveraging technology, culture, and purpose to inspire tree care professionals and lead the industry.

Our daily mission is to enhance tree care and maximize urban recycling while helping to decrease our carbon footprint and improve the world one tree at a time. A Plus charges forward to inspire Urban Forest Management and Sustainability throughout the industry and our urban communities. Through our A Plus CARES non-profit, we create opportunities for our teams to volunteer and give back to the community.

We stay true to our vision of working to eliminate urban waste through our AfterPlus facility, which is a full mill, mulch center, and has the first woodchip-to-biochar pyrolysis machine of its kind in California. Our arborists and crew members show their commitment through their work and with care when working with our clients and their trees. We are dedicated to our craft, sustainability of our precious environment, and the betterment of each urban forest we have the privilege to work.

We hope to serve you and your community soon.

Watch our short history and how far we’ve come!

THE A PLUS VISION

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“To inspire Urban Forest Management through sustainability, education and caring for others. “

THE A PLUS Mission

Our mission is very simple. It resonates with our clients, with our teams, in our work, and in everything we do.

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“To serve with LOVE & RESPECT on the foundation of the 6 DONES.”

the 6 dones

The 6 DONES are our foundational principals and the guide bar in which we carry out our daily commitments.

Done
safely

Done
on time

Done
on budget

Done
as promised

Done
with innovation

Done
as a team

what we do

The tree world is our oyster.

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Our Team

Hank Goddard
Hank GoddardChief Executive Officer
Hank brings more than 30 years of executive leadership across advanced manufacturing, healthcare technology, and private equity. A seasoned CEO, founder, and board member, he has a long track record of scaling growth-stage companies, building high-performing teams, and creating long-term value. At A Plus, Hank sets the strategic vision and leads the company’s next chapter of growth, innovation, and cultural strength across the West Coast.
Curt Cuthbertson
Curt CuthbertsonChief Operating Officer
Curt is a seasoned operations executive with more than 25 years of experience leading large, multi-site field-service organizations. Throughout his career, he has overseen sizable P&Ls, hundreds of associates, and complex regional operations, with a proven focus on continuous improvement and customer retention. At A Plus, Curt leads day-to-day operations — driving operational excellence, safety, and scalable performance across every branch and service line.
Chantel Davis
Chantel DavisChief Revenue Officer
Chantel brings over 15 years of revenue leadership across services and technology, including prior CRO and interim CEO experience. Known as a builder of high-performing sales teams, she has a strong track record of designing go-to-market strategies, developing leaders, and driving sustainable growth. At A Plus, Chantel leads sales strategy, pipeline growth, and revenue execution, and co-hosts the company’s Rooted in Care podcast.
Cassie Rafalski
Cassie RafalskiHead of Marketing
Cassie has grown her career at A Plus from coordinator to Head of Marketing, building deep expertise in brand, communications, and events along the way. With a horticultural science background and years inside the tree care industry, she pairs creative leadership with a genuine understanding of the work behind it — shaping how A Plus shows up for clients, partners, and communities.
Brad Norman
Brad NormanVP of IT and Business Intelligence
Brad brings more than 15 years of software development and technology leadership experience. He has progressed from senior engineering and entrepreneurial roles into IT leadership, with deep expertise in building scalable systems, data infrastructure, and proprietary platforms. At A Plus, Brad oversees IT, business intelligence, and the continued evolution of ArborPlus — the technology backbone that powers the company’s service model and client experience.
Kristen Hernandez
Kristen HernandezManaging Director of Sales
Kristen brings over 10 years of sales leadership experience, with a strong track record of building and developing high-performing teams across multiple industries and regions. Throughout her career, she has coached account managers, designed sales processes, and consistently delivered growth in competitive markets. At A Plus, Kristen leads field sales execution, team development, and revenue growth, with a focus on coaching leaders and elevating client relationships.

CERTIFICATIONS & CREDENTIALS

With over 20 years of experience in tree care, A Plus is your source & destination for the highest quality tree care in the business.

A Plus is licensed, bonded, and insured with certifications and credentials in everything. Just ask, we probably have it.

Go to Training & Certs to see more.

We Are Hiring Tree Enthusiasts & Outdoor Athletes!

Are you looking to grow your career and hone your arbor skills? Are you looking for a culture of respect and a deeper sense of purpose? Talk to us. Meet us. I think you’ll like to work with us.

apply & join the revolution