Baton Rouge Green Association

What Baton Rouge Green Association does

Baton Rouge Green Association Inc. (BRG) is a 501(c)(3) nonprofit founded in 1987 in Baton Rouge, Louisiana, operating with approximately six full-time staff and an annual budget of $1M+ as of 2020. The organization runs a portfolio of urban forestry and green-infrastructure programs, headlined by Living Roadways, which maintains more than 4,300 public trees along major corridors including I-10, I-110, and I-12 across 26+ sites in East Baton Rouge Parish. Complementary programs include City Citrus (urban orchards with 40,000+ lbs of citrus donated to the Greater Baton Rouge Food Bank since 2014), LA Community Forests (statewide federal-grant outreach that BRG administers), More than Paper® (statewide multimedia advocacy campaign), Canopy Kids (youth education), Baton Roots (food-desert orchard partnerships), and the 1,000 Tree Challenge (1,000-tree corridor expansion by 2032). Underlying the operational programs is a cloud-based BR Public Tree Inventory built on the USDA i-Tree methodology that has mapped more than 45,000 public trees since 2015, quantifying stormwater, air quality, carbon, and energy benefits.

Revenue is generated through individual donations and memberships, corporate Living Roadways site sponsorships (Raising Cane's, Turner Industries, Entergy, Lamar Advertising, Baton Rouge General, ExxonMobil, and others), grants from foundations and government agencies (notably Louisiana DOTD's 2:1 reimbursement agreement for I-10 corridor replanting, Entergy's ~$160K grant in April 2024, and Enterprise Rent-A-Car Foundation support), event proceeds via partner nursery Tree Spree sales at Clegg's Nursery (20% revenue share), merchandise, and free community tree giveaways underwritten by corporate sponsors. Distribution combines direct volunteer-led field operations, formal government partnerships (DOTD, East Baton Rouge Parish, BREC), corporate sponsorship channels, partner nursery retail, and earned/owned media including Lamar billboards and coverage in The Advocate, 225 Magazine, and the Baton Rouge Business Report.

Name

Baton Rouge Green Association

Legal name

Baton Rouge Green Association Inc.

Website

https://batonrougegreen.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Baton Rouge Green Association is a 501(c)(3) nonprofit founded in 1987 that plants and maintains urban trees and green infrastructure across Baton Rouge and Louisiana, serving residents, municipal and state government partners, and corporate sponsors through programs such as Living Roadways, City Citrus, and a 45,000+ tree i-Tree inventory.

Ownership category

akta.pro rank

Product category

Urban Forestry and Environmental Conservation

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Forestry (800)

akta.pro primary industry

Forestry & Reforestation (BPAGAGAD)

akta.pro secondary industries

Urban & Community Reforestation / Street Tree Planting (AFAMACAL), Environmental Education & Outreach (BPAGAGAH), Tree Care & Arborist Services (BPABADAD)

Keywords

• Urban forestry management
• Tree planting programs
• Community green spaces
• Green infrastructure
• Environmental education

Headquarters

HQ city

Baton Rouge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Individual Donations and Memberships: Tax-deductible donations from individuals, annual memberships with benefits, and honorary/memorial gifts supporting the organization's tree planting and maintenance programs.
2. Corporate Sponsorships: Living Roadways sponsorship program where companies sponsor specific roadway sites or corridors, funding ongoing tree planting and maintenance. Includes event sponsorships.
3. Grants: Grant funding from foundations, government agencies, and environmental programs including partnerships with Louisiana DOTD for specific infrastructure projects.
4. Event Proceeds: Revenue from tree sale events at partner nurseries where a portion of tagged tree sales is donated, plus merchandise sales and raffle proceeds.
5. Tree Giveaway Events: Free tree distribution events sponsored by corporate partners like Enterprise Rent-A-Car Foundation, with sponsors covering costs for tree stock and planting kits.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Baton Rouge Green Association is a 501(c)(3) non-profit organization that plants, maintains, and inventories public trees across the Baton Rouge region through programs like Living Roadways (4,300+ trees along interstates and major corridors) and City Citrus (urban orchards donating fruit to local food banks). It also administers the statewide LA Community Forests program, runs environmental education initiatives such as Canopy Kids and the More than Paper campaign, and hosts annual community events including tree giveaways, Green Up Red Stick, Clegg's Tree Spree, and The Pick Event.

Product overview

Baton Rouge Green is a non-profit organization offering a portfolio of interconnected programs focused on urban forestry and community green spaces. Its core programs include Living Roadways (managing 4,300+ public trees along major corridors), City Citrus (urban orchards and food bank donations), LA Community Forests (statewide forestry outreach), More than Paper® (multimedia education campaign), BR Public Tree Inventory (data collection platform), Canopy Kids (children's education), and Baton Roots (citrus orchard at Howell Park). Supporting these programs are events like Green Up Red Stick, Clegg's Tree Spree, annual tree giveaways, and The Pick Event for citrus harvesting. The 1000 Tree Challenge initiative supports corridor expansion. Educational resources including tree planting guides, selection guides, landscaping guides, and citrus pruning tutorials complement the programs. The organization is structured as a single non-profit entity with multiple programmatic offerings rather than a platform-plus-modules architecture.

Differentiator

Problem solved

Functional benefit

Brands

• Living Roadways: Program caring for public trees and green infrastructure along major roadways and interstates
• City Citrus
• LA Community Forests
• More than Paper
• Canopy Kids
• 1000 Tree Challenge
• BR Public Tree Inventory

Products and services

• Living Roadways Signature program caring for public trees and green infrastructure along major Baton Rouge corridors and interstates; currently maintains over 4,300 trees across 26 sites along I-10, I-110, I-12 and other thoroughfares with private and corporate support.
• City Citrus

Quantifiable outcome

• 11.4 million gallons of stormwater runoff prevented annually by Living Roadways trees
• +6 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered major, core, flagship and minor.

• EntergymajorGTM or Marketing Partner · 2 April 2024Entergy provided approximately $1 million in grants to 20 local environmental partners including Baton Rouge Green to support environmental protection projects including tree planting across Louisiana, Arkansas, Mississippi, and Texas. The program has invested nearly $43 million since 2001.
• Raising Cane'scoreGTM or Marketing PartnerLong-term sponsor contributing nearly $50,000 in event and Living Roadways sponsorships over 10+ years. Founder Todd Graves is a board member and advocate. Added three new Living Roadways sites in 2018.
• Louisiana Department of Transportation & Development (DOTD)flagshipStrategic or Co-development PartnerLandmark agreement for I-10 corridor replanting with 2:1 reimbursement for 256 trees removed. DOTD committed to funding green infrastructure as part of $350 million I-10 widening project. Secretary Shawn Wilson and Glenn Ledet supported the partnership.
• Turner IndustriescoreGTM or Marketing PartnerMajor sponsor for College Drive at I-10 Living Roadways site. Installed 2,500 native shrubs and grasses at the site. Project began in 2013 with multi-year design process.
• Baton Rouge GeneralmajorGTM or Marketing PartnerSite sponsor for Acadian Thruway revitalization in Mid City. Funded complete renovation of the medians between Government Street and Florida Blvd. Supports ongoing maintenance.
• Lamar AdvertisingmajorGTM or Marketing PartnerDonated advertising space for Ball Moss education campaign and outdoor promotions. Also sponsors Pick Event and tree giveaway initiatives. Provides billboard space for City Citrus program orchards.
• Baton Roots Community Farm / The Walls ProjectcoreStrategic or Co-development PartnerPartnership for citrus orchard installation at BREC's Howell Park and satellite gardens at 8 East Baton Rouge Parish Housing Authority communities. Includes Agroforestry Apprenticeship Program.
• Greater Baton Rouge Food BankcoreGTM or Marketing PartnerAnnual recipient of citrus harvested through City Citrus Pick Event. Distributed fresh fruit to 11 parishes served by the food bank. Over 40,000 lbs donated since 2014.
• CARBO Landscape ArchitecturecoreStrategic or Co-development PartnerDesigned the full replanting plan for I-10/I-12 interchange with over 400 trees in native species arrangement. Board member Shannon Blakeman leads the firm.
• East Baton Rouge Parish Housing AuthoritymajorStrategic or Co-development PartnerPartnership to establish satellite community gardens and citrus orchards at 8 public housing communities, addressing food deserts in underserved areas.
• Boh Brothers ConstructioncoreGTM or Marketing PartnerLead contractor on I-10 widening project that contributed to tree reimbursement agreement with DOTD and Baton Rouge Green.
• Clegg's NurserycoreChannel Partner/ Reseller/ DistributorAnnual Tree Spree events where Clegg's stocks BRG-approved native trees and donates 20% of proceeds back to the organization. Events feature expert staff on hand for guidance.
• Bofinger's Tree ServicemajorGTM or Marketing PartnerSponsor of City Citrus Pick Event, providing drop-off locations for harvested fruit. Also sponsored 2022 tree giveaway with 400 free trees for Louisiana Arbor Day.
• LSU Ag Center Burden GardensminorStrategic or Co-development PartnerPartnership for citrus pruning tutorials and education. Collaborated on video content for homeowners.
• Southern UniversityminorStrategic or Co-development PartnerUrban Forestry program education partnership. Study collaboration with Exxon on biochar effects on newly planted trees. Frank Terrance holds degree from Southern University.
• Louisiana Community ForestscoreStrategic or Co-development PartnerBaton Rouge Green administers this statewide urban and community forestry outreach program, distributing federal grant dollars for projects across Louisiana.
• Habitat for HumanityminorGTM or Marketing PartnerPartnership at Rosewood subdivision planting trees at newly constructed homes, providing landscaping support and technical assistance.
• John Fetzer and Mike WampoldminorGTM or Marketing PartnerDevelopers of Preserve at Harveston who planted 88 mature live oaks on South Bluebonnet Boulevard, receiving first Baton Rouge Green Award in decades.

Scale indicators20 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Arbor Day Foundation: National 501(c)(3) nonprofit that runs large-scale tree planting campaigns (e.g., Enterprise Urban Initiative), gives Tree City USA designations that BRG holds, and works with corporate sponsors like Enterprise Rent-A-Car Foundation — a direct budget partner for BRG giveaways. Comparable mission and donor pool.
• American Forests: Long-running national nonprofit dedicated to conserving and restoring forests, including urban tree canopy work and policy advocacy. Operates in an overlapping category (forestry/reforestation nonprofit) and competes for foundation and corporate funding.
• Keep America Beautiful: National nonprofit network focused on litter prevention, recycling, and beautification including tree planting. Broader mission and national footprint, but overlaps with BRG on community greening, sponsorships (Lamar Advertising partners with both), and Tree City USA ecosystem.

Direct peers

• Casey Trees: Washington D.C.-based nonprofit focused on planting, caring for, and advocating for the urban tree canopy through direct service programs and tree inventories. Closest mission-aligned peer — same urban forestry nonprofit model with municipal and corporate partnerships.
• Trees Atlanta: Atlanta-based nonprofit that plants and cares for urban trees, runs tree inventories, and partners with city government on greenspace initiatives. Highly comparable programs (planting, maintenance, advocacy, education) and donor base to BRG.
• Tree Pittsburgh: Pittsburgh nonprofit focused on urban tree planting, maintenance, and community education in a single regional market. Direct peer in program design (planting, care, education) and operating scale.
• Sacramento Tree Foundation: Sacramento-based nonprofit operating urban forestry programs including tree planting, tree inventories, and a heritage tree program, with municipal partnerships analogous to BRG's DOTD and parish relationships.
• Friends of Trees: Portland, OR nonprofit that plants trees and shrubs in urban areas through volunteer-led events and partner nurseries — directly mirrors BRG's volunteer-led plantings and Clegg's Nursery tree sale model.

Others

• Vibrant Cities Lab (formerly Alliance for Community Trees): National network and resource hub for urban forestry nonprofits; BRG is a member of this ecosystem through LA Community Forests' connection to the UCF program. Acts as a peer network and standards body rather than direct competitor.

Emerging players

• Davey Tree Expert Co. Large commercial utility and residential tree care company providing arborist services nationwide. Tangential peer — BRG outsources or partners for technical tree risk work, and Davey operates on the same urban tree canopy ecosystem at commercial scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Baton Rouge Green Association