What Integrity Reforestation does

Integrity Reforestation is a Canadian environmental services company founded in November 2022 by Matt McKernan, headquartered in Deux Rivières, Ontario, that performs large-scale, precision hand-planting to restore forests impacted by wildfires, logging, and land degradation. The company serves federal and provincial governments, corporations, private landowners, and First Nations-led forestry organizations across Ontario, with flagship multi-year contracts covering the Ogoki Forest (3.5 million trees committed, 2024-2031, in partnership with Agoke Development LP) and the Kenora 20 wildfire zone (471,600 trees scheduled for 2026 with Miitigoog LP / Miisun Integrated Resource Management). Notable ecosystem partners include the Government of Canada, Arbor Day Foundation, Forests Canada, Tree Canada, Trees For Life, and technology partner Orca Intelligence Inc.

The company's operational core combines manual precision hand-planting with microsite selection (matching each seedling to soil, moisture, and light conditions), refrigerated seedling storage, dedicated on-site quality assessors, and a proprietary mobile application called Tree Tracker Pro built on Firebase (authentication, Firestore database, analytics) and Esri (GIS mapping). Tree Tracker Pro enables location-based task assignment, daily planter production tracking, camera-based progress monitoring, and quality verification across crews. To date the company has planted over 15 million trees in 2.5 years of operation, completed 6.4 million trees in its most recent season, and is gearing up for approximately 5 million trees in 2026.

Integrity Reforestation generates revenue through three streams: (1) project-based professional services contracts with governments, First Nations organizations, and corporations for wildfire and silviculture reforestation (the dominant stream); (2) a direct-to-consumer e-commerce storefront on Shopify selling The Groundwork Collection apparel (hoodies at C$108, long sleeves at C$50, hats at C$38) and Fund a Tree donations (C$2 per tree) or 1 Tree with Arbor Day add-on purchases; and (3) a corporate brand partnership program (Tofino Soap Co., Chilly Moose, L. May MFG, Wanderbird Co.) where partners fund wildfire reforestation and receive co-branded marketing content. The company operates seasonally with 70+ tree planters plus a small permanent management team led by founder and CEO Matt McKernan and President Monica McKernan, and ships merchandise throughout Canada and the United States.

Name

Integrity Reforestation

Legal name

Integrity Reforestation Inc.

Website

https://integrity-reforestation.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

Integrity Reforestation is a Canadian environmental services company that performs precision hand-planting for large-scale wildfire and silviculture reforestation, serving governments, corporations, and First Nations organizations primarily in Ontario.

Ownership category

akta.pro rank

Product category

Reforestation Services

NAICS

Support Activities for Forestry (11531), Support Activities for Forestry (1153)

SIC

Forestry (800)

akta.pro primary industry

Regeneration & Reforestation Operations (Site Prep, Planting, Seeding) (AFAMAAAC)

akta.pro secondary industries

Tree Planting & Establishment Services (Manual/Mechanized) (AFAMACAE), Replanting, Infilling & Stand Rehabilitation (AFAMACAI), Reforestation & Afforestation Services (Planting, Site Prep, Regeneration) (IMAMAAAE), Invasive Species Control & Site Restoration (Pre/Post Planting) (AFAMACAN)

Keywords

• Wildfire reforestation services
• Silviculture reforestation
• Precision hand planting
• Tree planting services
• Land reclamation services

Headquarters

HQ city

Deux Rivières

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Reforestation Services: Large-scale tree planting services for governments, corporations, and landowners. Services include wildfire reforestation, silviculture reforestation, post-logging recovery, deforestation, land reclamation, and afforestation. Revenue is generated through project-based contracts for specific reforestation outcomes.
2. Apparel Sales (The Groundwork Collection): Sale of branded merchandise including hoodies, hats, and long sleeve shirts. For every item sold, a tree is planted in a wildfire-affected forest. Pricing includes $108 CAD for hoodies, $50 CAD for long sleeves, $38 CAD for hats.
3. Tree Planting Donations (Fund a Tree): Direct tree planting donations where customers can fund trees at $2 per tree. Proceeds support large-scale reforestation in wildfire-devastated forests.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Integrity Reforestation delivers large-scale, hand-planted reforestation services that restore forests impacted by wildfires and logging in Ontario, Canada. Professional planting crews execute precision hand planting with microsite-matched seedling placement for projects contracted with governments, corporations, and First Nations organizations, supported by refrigerated seedling storage, a proprietary Tree Tracker Pro mobile application for production tracking, and a quality assessment protocol.

Product overview

Integrity Reforestation is a tree planting company offering two primary service lines: direct reforestation services and a branded merchandise program. The core offering is large-scale tree planting through wildfire reforestation and silviculture reforestation services, where professional crews hand-plant seedlings in wildfire-affected or post-logging areas. Supporting this mission, the Groundwork Collection (apparel) and Fund a Tree/1 Tree with Arbor Day products allow consumers to contribute to reforestation through purchases. The company also developed Tree Tracker Pro, an internal mobile app for tracking planter production. Additionally, the Corporate Brand Partnerships program enables companies to co-brand with Integrity Reforestation for reforestation funding and marketing content.

Differentiator

Problem solved

Functional benefit

Brands

• The Groundwork Collection: Apparel collection where for every item sold, a tree is planted by the company's teams in a forest impacted by wildfires. Includes hoodies, hats, and long-sleeve shirts.

Products and services

• Wildfire Reforestation Services Large-scale reforestation services that assist natural regeneration in forests devastated by wildfires, including site assessment, hand tree planting, and growth monitoring for government, corporate, and First Nations clients across Ontario.
• Silviculture Reforestation Services Tree planting services focused on post-logging recovery, deforestation, land reclamation, and afforestation using precision hand planting, microsite selection, and quality control processes for forestry companies and private landowners.
• The Groundwork Collection Direct-to-consumer apparel line of made-on-demand hoodies, long sleeve shirts, and hats where every item purchased funds the planting of one tree by Integrity Reforestation crews in a wildfire-impacted forest.
• Fund a Tree Direct tree planting donation product where individual customers contribute $2 CAD per tree to fund large-scale reforestation efforts in wildfire-devastated Ontario forests.
• Corporate Brand Partnership Program Brand partnership program enabling corporations to fund wildfire reforestation projects while receiving co-branded merchandise, custom photo content, and video content for their own marketing.

Quantifiable outcome

• Over 15 million trees planted in 2.5 years of operation
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Miisun Integrated Resource Management / Miitigoog LPcoreStrategic or Co-development Partner · 1 January 2025First Nations-led organization co-owned by Wabaseemoong, Naotkamegwanning, Niisaachewan Anishinaabe Nation, Ojibways of Onigaming, Northwest Angle #33, Shoal Lake #40, Anishnabeg of Naongashing, and Wabauskang First Nations. Managing Kenora 20 wildfire reforestation project.
• Town of KapuskasingcoreStrategic or Co-development Partner · 1 January 2025Local municipality co-hosting Forest Community Renewal Project. Mayor David Plourde supported initiative celebrating sustainable forestry values and community heritage.
• GreenFirst Forest ProductscoreStrategic or Co-development Partner · 1 January 2025Forest products company and community sponsor of Forest Community Renewal Project. Supports local forestry heritage celebration and tree planting initiative in Kapuskasing.
• Kap Paper Inc.coreStrategic or Co-development Partner · 1 January 2025Paper mill company and community partner for Forest Community Renewal Project event. Provided support for initiative celebrating Kapuskasing's forestry legacy.
• First Nation TimberminorStrategic or Co-development Partner · 1 January 2025First Nations timber company proud to take part in initiatives celebrating forestry heritage and reforestation.
• Sensenbrenner FamilycoreGTM or Marketing Partner · 1 January 2025Joe and Mary Ellyn Sensenbrenner contributed to healthy regeneration of Kapuskasing forests. Connected with Arbor Day Foundation to put Forest Community Renewal Project in motion.
• L. May MFGminorGTM or Marketing Partner · 1 January 2024Northern Ontario manufacturer handcrafting ultra-durable aluminum lunchboxes. 2024 season partner with collaboration supporting tree planting and wildfire forest restoration across Canada.
• Tofino Soap Co.minorGTM or Marketing Partner · 1 January 2023Producer of high-quality botanical home and body goods. 2023-2025 season partner featuring Woods Scented Candle with proceeds funding Ogoki wildfire reforestation project. Sales supported reforestation efforts.
• Wanderbird Co.minorGTM or Marketing Partner · 1 January 2023Sustainable fashion company transforming recycled textiles into stylish garments. 2023 season partner. Sales supported wildfire reforestation on Ogoki project.
• Agoke Development LPcoreStrategic or Co-development Partner · 1 January 2023First Nations-led forestry organization co-owned by Aroland First Nation, Marten Falls First Nation, and Eabametoong First Nation. Partner for Ogoki Forest wildfire reforestation project. Managing restoration of 49,949 hectares devastated by 2023 wildfires.
• Arbor Day FoundationcoreStrategic or Co-development PartnerEnvironmental nonprofit and major reforestation partner. Collaborated on Forest Community Renewal Project in Kapuskasing and wildfire reforestation initiatives. Foundation connects corporate sponsors with Integrity Reforestation for restoration projects.
• Forests CanadacoreStrategic or Co-development PartnerLeading Canadian environmental nonprofit focused on forest restoration. Featured article 'A collaborative effort to restore vital habitat' highlighting Ogoki Forest partnership. Supports wildfire reforestation coalition.
• Tree CanadacoreStrategic or Co-development PartnerNational tree planting organization supporting reforestation efforts. Partner in wildfire reforestation coalition alongside Government of Canada and environmental nonprofits.
• Government of CanadacoreStrategic or Co-development PartnerFederal government backing wildfire reforestation program. Supports large-scale restoration of fire-ravaged landscapes through funding and policy alignment.
• Trees For LifeminorStrategic or Co-development PartnerEnvironmental organization participating in wildfire reforestation coalition for restoring fire-ravaged landscapes.
• Chilly MooseminorGTM or Marketing PartnerOntario-based business manufacturing and selling premium outdoor goods built to last. Every purchase supports wildfire reforestation efforts. Featured partner in community events.

Scale indicators9 records

Recent moves2 records

Broad incumbents

• Weyerhaeuser Company: One of the world's largest timberland owners and a customer of reforestation services; a broad incumbent with internal silviculture capacity that competes indirectly for large-scale reforestation tenders and may also hire planting contractors of Integrity's scale.
• GreenFirst Forest Products: Canadian forest products company that sponsors Integrity's Forest Community Renewal Project; broadly active in Ontario forestry and could in-source or vertically integrate planting operations at scale.

Others

• Arbor Day Foundation: Largest US tree-planting nonprofit and a core strategic partner of Integrity Reforestation; mission-aligned ecosystem participant that connects corporate sponsors with on-the-ground planting organizations including Integrity.
• Tree Canada: National Canadian reforestation nonprofit and coalition partner of Integrity for the wildfire reforestation program; comparable in mission and stakeholder relationships but operates as a funder/convener rather than a planting contractor.
• Forests Canada: Leading Canadian environmental nonprofit focused on forest restoration and a coalition partner; comparable in mission and policy alignment but functions as a funding and convening partner rather than a planting operator.

Direct peers

• Zanzibar Holdings: Ontario-based tree planting contractor providing hand-planting, silviculture, and wildfire reforestation services across Canada; competes head-to-head with Integrity for the same piecework planter pool and provincial government contracts.
• Summit Reforestation: Major Canadian/US silviculture and tree planting contractor competing for the same B2B government and corporate reforestation contracts; directly comparable in services, customer type, and piecework seasonal labor model.
• Brinkman & Associates Reforestation: Canada's largest tree planting contractor, based in Ontario, providing silviculture and wildfire reforestation services with a multi-million-tree annual capacity — the most direct comparable peer and the firm most likely to have been founder Matt McKernan's prior employer given the 200M-tree experience cited.

Emerging players

• Pachama: Carbon-credit marketplace connecting corporate buyers with verified reforestation projects globally; competes for the same corporate ESG/carbon dollars Integrity targets through its Groundwork Collection and brand partnerships.
• Veritree: BC-based reforestation technology platform that organizes and verifies tree planting projects with corporate and consumer partners; an emerging player that overlaps with Integrity's corporate ESG, brand-partnership, and per-tree verification value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@integrity.reforestation
• Instagraminstagram.com/integrity.reforestation
• Xx.com/IntegrityForest
• Facebookfacebook.com/61582350050842
• LinkedInlinkedin.com/company/integrity-reforestation-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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 Integrity Reforestation