By Thomas A. Parmalee
When visitors arrive at Better Place Forests’ St. Croix Valley location in Minnesota, they often come seeking something more than a walk among the trees. Some come to visit a loved one’s memorial tree. Others come to explore, to find a spot that feels right for themselves or their family. And increasingly, thanks to a new partnership between Better Place Forests and Celebrate Life Co., visitors can do all of that on their own — seamlessly and intuitively.
The partnership between the two companies — both known for reimagining the ways people memorialize loved ones — was a natural fit, says Nicholas Allan, founder and CEO of Celebrate Life Co.
“When I first found out about Better Place Forests, I knew it was a relationship that had to happen,” Allan said. “They’re such an innovative company approaching deathcare in a fresh and beautiful way. What we’re doing in the industry seemed like a perfect complement.”
Allan explained why he was so excited for the chance to work with Better Place Forests. “Trees don’t have traditional markers, and it is difficult for people to find the trees they are looking for,” he said.
The relationship between the two companies began roughly a year and a half ago, culminating recently in the launch of a pilot program using Celebrate Life’s software to help visitors navigate Better Place Forests’ memorial groves.
A New Way to Experience Memorial Forests
Better Place Forests operates natural memorial forests across the United States, allowing people to choose a tree as a living memorial instead of a traditional burial plot. Families can visit, host ceremonies and return to reflect in a setting that feels alive and restorative. The organization recently transitioned to being a nonprofit organization.
With forest sites ranging from 60 to 175 acres — and with no traditional headstones — visitors sometimes struggle to locate specific trees. “Our guides do a wonderful job helping people find their loved one’s tree,” said Ineke van Waardenburg, executive director at Better Place Forests. “But we wanted to give visitors more independence — a way to explore the forest on their own, whether they’re preplanning, visiting a loved one, or simply connecting with nature.”
That’s where Celebrate Life Co. came in. The company’s digital mapping technology, used by cemeteries and memorial parks nationwide, was adapted for the unique layout of a forest. Visitors can now scan a QR code, pull up an interactive map, type in a name and get turn-by-turn directions to a specific tree — all from their phone.
“We piloted the software at our St. Croix Valley forest during our annual Oaktoberfest celebration,” said Tori Nonnemacher, Better Place Forests’ general manager for the region. “About 150 people — roughly 70 families — were able to use the app to navigate to their loved one’s tree without a guide. For many, that was empowering.”
Nonnemacher said the technology allows people to experience the forest at their own pace. “A lot of visitors feel more comfortable exploring privately,” she said. “This app helps them do that confidently, while also letting them discover more of the forest’s trails and stories.”
The event was a great way for Better Place Forests to test the software configuration that Celebrate Life designed with a large group of people, Van Waardenburg said. “Most of time these solutions are for cemeteries,” she said. “We face some unique challenges being a forest.”
Blending Technology with Tradition
For Allan, who has seen Celebrate Life Co. grow rapidly across North America, the partnership highlights how his software can enhance experiences beyond traditional cemeteries.
“We’re onboarding new cemeteries every month,” he said. “But working with Better Place Forests shows that our platform is just as valuable for organizations that want to reimagine memorialization entirely. It’s been a really special partnership.”
That partnership extends beyond technology. Allan traveled to Minnesota to meet visitors in person and gather feedback during the Oaktoberfest event — a fall celebration featuring nature-themed activities, community partners, and local funeral homes like Mueller Memorial Funerals and Cremation, which offered information on green funeral options.
“Nick didn’t just deliver a product,” Van Waardenburg said. “He spent an entire day in the forest talking with our customers, understanding how they interact with the space and tailoring the software to fit that experience. That’s rare.”
More Than a Map
The app’s functions go far beyond wayfinding. In addition to locating memorial trees, visitors can explore the forest, see which trees are available for dedication and learn about the history and conservation work tied to each site.
“For us, it’s about connection,” Allan said. “When someone tells me they could finally find their husband’s tree for the first time, that makes it all worthwhile. These tools help people feel close — even if they’re hundreds of miles away.”
Growing the Mission
Better Place Forests has expanded its mission to focus even more on conservation and community. Its team now partners with organizations such as Team Rubicon on forest protection projects and has launched a new grief-support initiative offering quarterly workshops in its forests.
“We’ve always believed memorial forests should be about more than remembrance,” Van Waardenburg said. “They’re about healing, community, and stewardship of the land.”
The Celebrate Life pilot is currently live at St. Croix Valley, with plans to roll out next to the company’s California locations in 2026 and then to all forests nationwide.
“We’re really excited about how this partnership is helping people navigate our forests and connect more deeply with their memories,” Van Waardenburg said. “It’s one more way we’re helping families celebrate life — and preserve nature — at the same time.”
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