People Who Give a Damn: Kelly Julson at Better Place Forests on Grief, Green Memorials, and Why Final Resting Places Don’t Have to Be Final
You know that feeling when you’re walking through a cemetery and everything feels… still? Like, too still. No birdsong, no breeze — just a lot of stone and silence. What if, instead of marble monuments and mowed grass, your loved ones could be remembered under a towering old tree in a protected forest?
That’s the heart of Better Place Forests — a conservation-driven alternative to traditional cemeteries, where families choose a private memorial tree and return ashes to the soil beneath it in a quiet, deeply personal ceremony. Founded by three lifelong friends, the idea began as a vision for something warmer and more alive than tombstones—and has since grown into nine forests across the U.S. (and counting).
Now, as Better Place Forests transitions into a nonprofit, their mission is taking root in even deeper ways. We spoke with Kelly Julson, the Marketing Manager at Better Place Forests (as well as a few other team members) about how they’re reimagining end-of-life, one tree at a time.
What inspired the idea behind Better Place Forests, and why trees instead of traditional memorials?
Kelly: “Better Place Forests began with our co-founder, Sandy Gibson. He lost his parents young, and visits to the cemetery in the middle of town felt cold and static. He imagined a living place to return to that honors our loved ones’ memory but also protects nature. In 2015, Sandy and two lifelong friends founded Better Place Forests to offer conservation memorial forests where families choose a private, established tree, instead of a tombstone. A tree grows, shelters wildlife, and anchors the land with its giant root system, so honoring your loved one's legacy also supports the care and protection of the forest."
Better Place Forests recently announced a transition to nonprofit status. What does that shift mean for your mission and your future?
Kelly: “Since being founded in 2015, we’ve been driven by one goal: transforming the way people navigate loss through nature. Now we can fully focus on that, conserving forestland and supporting our community through grief and loss in a peaceful, meaningful, and natural space. By becoming a nonprofit, we can expand our conservation efforts, foster new community partnerships, and ensure long-term sustainability. This evolution ensures that we can continue our mission-based work for generations to come."
Adam Tibbs, Former CEO and now Board Member of Better Place Forests: “This evolution allows us to focus on what matters most – helping people navigate grief and protecting the forests that provide them with comfort and connection. As a nonprofit, we are better positioned to deepen our impact and serve people looking for a meaningful way to honor their loved ones.”
What do you hope families feel when they walk through a memorial forest for the first time? Kelly: “Our hope is simple: you walk in and feel lighter. The noise fades, the trees hold the quiet. We want families to feel welcomed by the forest, not intimidated by it.”
How do you explain the concept to someone who’s only ever imagined a traditional cemetery? Kelly: “We’re a memorial forest for families choosing cremation. You select a private, established tree in one of our nine forests across the U.S. That tree can hold many loved ones—people and pets—over time, often becoming a generational place to return to again and again: natural, beautiful, and welcoming rather than cold or somber.”
What’s been one of the most moving stories you’ve heard from a family choosing a memorial tree? Kelly: “A widow who provided a beautiful testimonial to us from our Rock River Memorial Forest in IL brings her husband's folding chair and crochets by their tree. She said she will just sit there and talk to him like they’re back at home. Stories like these show you people want to visit, they want to be here, it brings them comfort.”
Your forests are as much about conservation as they are about memory. How do you balance those two goals?
Kelly: “At the root of our conservation and care is the health of the forest. We keep the space accessible, meaningful, and quiet for every visit. At the Memorial Table, ashes are gently blended with native soil and dried flower petals. Families can participate as much or as little as they like. It’s a quiet, meaningful moment. At the tree, our team prepares a small “nest” on the forest floor, words and stories are shared, the mixture is placed at the base, and we sow wildflower seeds to symbolize new growth. On the care side, we schedule work around wildlife and seasons. We pause memorials and visits in some forests when the ground is frozen or roads are closed to protect roots and keep everyone safe. We limit impact with thoughtful trail design, and we invest in restoration, wildfire mitigation, invasive species management, and ongoing ecological monitoring with our land stewards and arborists. In short, the forest is both the place of memory and the beneficiary of it.”
If you could bust one myth or misconception about “final resting places,” what would it be? Kelly: “That they must be static and “the way it has always been.” A resting place can be living, restorative, and part of a thriving ecosystem!”
What does a “day in the life” of your team look like—from guiding families to caring for the land? Tori, a Forest Guide at Better Place Forests St. Croix Valley: “Every day is a little different. When I get to the forest in the morning, I first make sure that it’s a welcoming environment for visitors. I typically get my first visit at 10 am, and each visit lasts around 90 minutes. Between visits, I check on the health of the forest, making sure that everything is accessible, whether that means the trails are cleared or the restrooms are clean. Generally, I have between three and five visitors a day.”
Natalie, Better Place Forests Director of Forest Operations: “Forest Memorials are always very special. On the day of the ceremony, we prepare the chosen Memorial Tree, the Memorial Table, and make sure everything is clean and welcoming for the family. When the family arrives, I introduce myself and walk them through the process of the Forest Memorial and gently explain how the day will go. We allow the family to be as hands-on or off as they’d like. It’s such a special ceremony, no two events are alike because guests can personalize the ceremony and make it their own to reflect the life and values of their loved one.”
What are some of the biggest challenges facing conservation memorial forests right now? Kelly: “Climate change and extreme weather, wildfire risk, and public awareness. We also work through varying local regulations to ensure protection and access for generations. We hope that with our move to a nonprofit, we can expand our awareness as green end-of-life options are becoming more known and popular.”
Where do you see Better Place Forests expanding in the next few years? Kelly: “Expansion begins with deeper roots: more grief resources, more community programming, and stronger conservation partnerships in the forests we already care for. The priority for us is quality of care and conservation, not speed.”
Complete the sentence: “Giving a damn means…” Kelly: “…welcoming every family with dignity, clarity, and calm while honoring grief with nature by caring for the places that hold our stories.”
On a personal level, what keeps you motivated in this work? Kelly: "Hearing a family say, ‘I never thought this would bring me so much peace,’ after a Forest Memorial is what keeps me going. As a death doula, caregiver, and marketer, I see how gentle guidance and nature can turn fear and grief into relief and solace.” What’s been your proudest moment since joining Better Place Forests? Kelly: “I wasn’t there, but at a Forest Memorial in our Flagstaff forest in Arizona, a child walked up to Gillian to show her a flower he found. She is beside the Memorial Table, fully present with him and a genuine smile on her face. It’s tender, honest, and human. It reminds me that end-of-life doesn’t have to feel cold or rigid. It can be a moment of learning, love, and connection across generations.”
How do you see grief, healing, and nature intersecting in the work you do? Kelly: “Grief, healing, and nature meet in our forests every day. Among saplings, old giants, and the fallen wood that feeds new growth, you can see the full cycle of life—so death feels natural, not distant. Nature holds the big feelings; ritual gives love a shape. At a Memorial Tree, families blend ashes with native soil, share their stories, and leave with a living legacy that turns a hard day into a home for memory.”
Outside of Better Place Forests, what’s one conservation project, outdoor cause, or nonprofit that excites you right now?
Kelly: "End Well. Their resources help with grief, supporting kids, speaking with aging parents, and starting end-of-life plans. I think it’s so important to feel comfortable talking about end-of-life because guess what… we’re all going to die! It does not need to be taboo; we have just made it that way here in the US. I look forward to seeing the impact they make in the future.”
