By Jennifer Corriea & Photo credit to Will Bucquoy
Some of the most iconic natural elements in Sonoma and Marin Counties are their respective oak trees, but with diverse geology, soils, landforms and climate they also boast redwoods, Douglas fir and bay to name a few.
However, trees are more than just landscape and as Richard Mabey, a journalist best known for making the connection between nature and culture wrote, “To be without trees would, in the most literal way, be without our roots.”
In other words, Mabey suggested that trees serve as society’s foundation because they are essential to our survival as human beings.
Someone who understands first-hand not only the relevance of trees, but also what is involved in fostering their growth is Jeff Kowell, the president of Image Tree Service and a Sonoma County Farm Bureau Premium member.
Born and raised in Healdsburg, Kowell, an avid outdoorsman, learned his craft from the ground up and has literally sunk roots into his community, making sure to always give something back, whether that be maintaining the health of trees, creating picturesque scenery or supporting local causes.
Growing up Kowell’s parents operated a custom home furnishing business specializing in tile and cabinetry along with products for kitchen and bath design, but despite developing a strong work ethic from their example, it was the realization that he couldn’t work for them that led to his involvement in the tree service industry.
“My dad was an engineer in the Korean War and he thought we were in the military too,” Kowell said with his characteristic smile. “If we wanted something, we had to work for it. So, I took on odd jobs just to make money and started as a groundsman. It was really hard work, but I liked meeting different people and seeing properties.”
After bouncing around to several different companies and gaining experience along the way, he landed at another local tree service, before deciding to venture out on his own.
Thus, after buying a truck from his grandfather to get started, Kowell set out to develop a client base in a manner that almost brought an end to his business before it got going, as he explained.
“I needed to hustle up some work, so I made flyers and put them in people’s mailboxes. What I learned though, was doing that is considered a federal crime. I even tried putting the flyers in plastic bags and leaving them underneath mailboxes held down by rocks, but that still got me threatening letters from the government.”
However, Kowell ultimately drummed up enough business to by a chip truck and a chipper and recalls the moment he felt he had “made it” shortly thereafter.
“I will never forget it. I was up near Lake Sonoma and I had my first load of chips. It was my big moment.”
From there Kowell went full steam ahead, becoming a certified arborist primarily because of the ethical standards and continuing education that allow him to incorporate responsible techniques which in turn enable trees to thrive.
When asked whether an arborist was more comparable to an artist or a doctor, he responded that the answer is actually both, which is what makes his job so interesting and something that is different every day.
“I think of my job as a canvas and my goal is to make it look like it was always there. Being able to incorporate creativity and making them look like pieces of art definitely keeps me going, but an arborist is also very much like a doctor. Trees have cells and vascular systems. I interview my clients and ask questions so I can figure out what’s wrong and make a diagnosis.”
Although he has learned to resist the urge to stop at random houses and talk to people about the trees on their properties, Kowell, who has a gregarious personality, says the most frequent piece of advice he gives his clients is that “you have to look up.”
What he means by that is by looking at the tree canopy people will notice things that are wrong because even though trees may be native to the environment, they still need care if they are to continue to thrive.
He also says he enjoys educating his clients about trees and suggests pruning every three years and if it is cabled, checking those annually.
Something else he finds himself discussing at the moment is the danger posed by the Mediterranean Oak Borer, an invasive beetle that according to the University of California’s Division of Agriculture and Natural Resources was first detected in Napa County in 2019, but has also been identified in Sonoma, Lake, Mendocino, Sacramento, Yolo and El Dorado Counties.
It’s a problem that given the climate and variety of species in the areas he services, could create as Kowell says, “the perfect storm” to threaten the majestic oaks.
Still, in addition to the wealth of knowledge it provides, the hallmark of Image Tree Service is the relationship that Kowell forms with his clients.
“When I get a call to start developing property it’s a blank slate, but the tree guy needs to be there forever, so it creates long term relationships. I’ve gone through four or five changes in property owners, but I still want to get to know each person and as a result I become really good friends with my customers. Every person is different just like every tree is. I just want them to be happy, so we do everything we can to leave the property better than it was before.”
Another branch of those relationships is furthered by Kowell’s dog Olive, a Chihuahua mix, who is his constant companion in the truck, is almost as recognizable as his Image Tree Service logo and has become a customer favorite due to her lively demeanor.
However, perhaps an even greater testament to the passion and commitment he brings to his clients occurred during the 2017 fires when Kowell and his wife Christina retrieved valuables from his customer’s properties and went so far as to fight off the fire at one location, even after their own home had been destroyed.
“Since I do work with Cal Fire and the county, I have special clearance, so during the fires I could go check on their homes and properties, when they couldn’t. We rescued all kinds of things but maybe the craziest thing we did was pick up a hose and save a house by wetting down the flames.”
Although Christina says she is done fighting fires for Jeff’s clients, she still “lives and breathes Image Tree Service” despite having her own career as an Area Loss Prevention Manager for State Compensation Insurance Fund and is another important part of the company’s root system as Jeff explained.
“Tree guys need adrenaline, so she keeps me safe and our business safety standards high as well.”
In business since 1993 and now employing nearly 40 people, one of the things Kowell is most proud of is that the growth of Image Tree Service has allowed he and Christina to support organizations like 4-H and the Farm Bureau.
“I was in 4-H as a kid. I started with a rabbit and then as I got older, I got involved in FFA and also showed cattle because we raised Polled Herefords. I loved my ag classes and was taught by Rod Walstrum which is where I learned about supporting youth groups and ag in general. Sonoma County is all about agriculture so we love attending Love of the Land and the Crab Feed. I do a lot of work for Farm Bureau members and I will always support them because it’s such a great cause.”
Yet, like most of the relationships Kowell forms, the one with the Farm Bureau is reciprocal according to SCFB President Pat Burns, who acknowledged Image Tree Service’s unwavering support by saying, “Jeff and Christina have been long-time supporters and Premium members of the Farm Bureau. They never hesitate to contribute and have been providing their services as a highly sought after auction item for many years and it is greatly appreciated. Without people like Jeff and Christina and companies such as Image Tree Service, our organization wouldn’t be what it is.”
In all, Kowell’s 32-year journey in the tree industry has been a labor of love, reminiscent of a line from a blog posted by author Paulo Coelho, who wrote, “In a forest of a hundred thousand trees, no two leaves are alike. And no two journeys along the same path are alike.”
Fueled by his passion, Jeff Kowell has taken Image Tree Service from a seedling and nurtured it into maturity where it remains a solid foundation of the community.
