New entrants needed to meet Christmas tree demand

by Jay Woodworth

Balsam fir Christmas trees have been a Nova Scotia staple for generations. Nova Scotia has more than 15,000 acres of naturally regenerating trees in production, mainly centred in Lunenburg County (the Balsam fir Christmas tree capital of the world).

Each year, this commodity is worth more than $7 million in farm exports, with nine out of every 10 trees shipped internationally to living rooms across the United States, Panama, the Caribbean, and even the United Arab Emirates. The rest of the trees produced in Nova Scotia are sold locally through U-cuts and roadside stands, with many growers offering the Christmas experience to their local customers through agri-tourism initiatives. 

Selecting a Christmas tree can quickly become a family outing with opportunities to tie in sleighrides, wreath decorating, snowy walks, and hot chocolate by a campfire. The craving for winter experiences was at an all-time high last year as COVID-19 continued to loom, resulting in prolonged quarantine for many families. Many families were looking for an outdoor experience, and real trees showed up in far more living rooms across Atlantic Canada than in previous years. The movement toward real trees is not limited to Nova Scotia and isn’t solely a result of the global pandemic. 

For the past few years, Christmas tree growers across North America have experienced the best markets of their careers. Demand for real trees has grown continually during the past decade for a few key reasons. For one, the consumer demographic is changing. Aging late baby boomers (born 1956-64) and generation Xers (born 1965-80) may have opted for fake trees for the convenience. However, as millennials (born 1981-95) and those in generation Z (born after 1995) build young families, they seem to opt for a real tree (likely a combined decision based on the experience and environmentally sustainable consumer preference).

Christmas tree growers are also getting better at marketing their products. The U.S.-based Christmas Tree Promotion Board (CTPB), representing North America, has delivered many successful campaigns educating consumers on the industry and promoting real trees.

And finally, a limited supply of real trees has driven product demand. Christmas trees take between eight and 15 years to grow, so the trees available now were planted based on growers’ market predictions in the early 2000s-2010s when the industry wasn’t experiencing the same demand as it is currently. That’s not to suggest that there’s a shortage, but individual consumers and bulk purchasers have been forced to get their trees earlier and look to multiple suppliers. 

Last year, the CTPB reported that consumers paid an average price of US$72 for a real Christmas tree, and we have reason to expect similar demand again this season and beyond. There should still be trees available locally for the average consumer, however growers are planting trees frantically to meet the anticipated demand of the next couple of decades and there’s still plenty of room for new entrants to help with the supply.

Atlantic Canada’s climate and topography are ideal for Balsam fir. In fact, many local foresters consider it a weed. Minimal inputs on marginal land can produce Balsam fir trees of exceptional value in the Christmas tree market. Currently, the industry in Nova Scotia is supported by numerous technical resources, educational opportunities, and cutting-edge research projects. During the past two years, approximately two dozen new entrants have been welcomed into the industry and are being directly supported. Nova Scotia’s reputation for Christmas tree production expertise is recognized worldwide and opportunities to learn about the industry are available constantly!

SAVE THE DATE

Next summer, July 14-16, the Christmas Tree Council of Nova Scotia will host the National Christmas Tree Association (NCTA) meeting and conference at the Oak Island Resort and Conference Centre in Western Shore. The NCTA is based in the U.S., but Nova Scotia holds a seat on the board of directors. This meeting has not been hosted in Canada since the 1990s. The event will include international updates, speakers, farm tours, a tradeshow, Nova Scotia tourism, and perhaps treasure.

(Jay Woodworth is a Christmas tree specialist with Nova Scotia’s Perennia Food and Agriculture Inc.)