Francine Cantu

I attribute my success to starting from the ground up and being willing to learn every aspect of the industry firsthand. I began in entry-level field roles, including raking, climbing, and rigging, which gave me a strong practical understanding of arboriculture and the daily responsibilities involved in tree care and preservation. That hands-on experience helped me build the skills, discipline, and knowledge necessary to progress into leadership and management responsibilities. I believe working directly in the field allowed me to develop a deep appreciation for the work, the crews I oversee, and the importance of protecting and preserving trees within our communities.

The best career advice I’ve ever received is to never let anything stand in the way of my goals and dreams. I believe in staying open to new ideas, embracing opportunities for growth, and maintaining a collaborative mindset. Being a strong team player has been essential to my professional development and success.

My advice to young women entering this industry is to never allow themselves to feel intimidated by others. I encourage them to speak confidently, ask questions, and remain curious, because curiosity is one of the most valuable ways to learn and grow professionally. Confidence, communication, and a willingness to learn can open many doors and create lasting opportunities.

One of the greatest opportunities in arboriculture today is the increasing awareness surrounding urban tree preservation, environmental stewardship, and sustainable development. As cities continue to grow, there is a greater need for professionals who understand how to balance development with environmental responsibility. Ensuring that contractors, municipalities, and property owners follow proper permitting procedures and city tree protection codes is essential to preserving healthy urban landscapes. I see tremendous opportunity in continuing to educate communities and strengthen tree maintenance and preservation programs that protect existing and transplanted trees for future generations.

The values most important to me are stewardship, responsibility, and accountability. I am deeply committed to protecting trees and ensuring that municipal codes, permitting processes, and environmental standards are properly followed. I believe in taking pride in my work, leading by example, and ensuring that every project is handled with professionalism and care. Preserving and maintaining healthy urban landscapes is not only part of my profession but also something I value personally because of the long-term impact it has on communities and the environment.