Article Summary –
Lance Jensen’s family-run Christmas tree farm in Verona has seen significant changes over its nearly 60-year operation, with increasing economic challenges leading to fewer customers purchasing additional decorations like garlands and wreaths, reflecting broader financial concerns among consumers. Despite these challenges, the longstanding family tradition of selling Christmas trees persists, though Jensen notes the struggle of sustaining the business amidst rising costs and the necessity for supplemental income, as his work with the Wisconsin Department of Corrections helps provide health insurance and other benefits. State Democratic lawmakers, including Senate Minority Leader Dianne Hesselbein, visited the farm as part of their Affordable Wisconsin Tour, acknowledging the economic pressures faced by small businesses and expressing a commitment to addressing these “pocketbook issues,” particularly in light of rising living costs reported by the Bureau of Labor Statistics.
Before welcoming state Democratic lawmakers to the family-run Christmas tree farm in Verona, Lance Jensen invited them inside to escape the brisk December cold.
The group gathered in the farm’s gift shop, filled with handcrafted items from the Jensens and their friends, including art and holiday decor. A customer-signed book featured notes like, “Merry Christmas! 28 years of getting Christmas trees here!” and, “18 years in a row” with a heart drawn beside it.
In nearly 60 years, much has changed since the business began: Jensen’s grandfather once used a cigar box for a cash register, and customers paid for their trees inside the family home.
“My mom was in there making Christmas cookies that she’d hand out to folks,” Jensen shared with legislators. “People loved the kitchen’s smell while we prepared meals.”
Jensen noticed fewer customers buying garlands and wreaths, attributing this to more cautious spending.
“We see many making tough choices,” he noted. “The economy impacts everyone, and we definitely feel it as a family.”
Senate Minority Leader Dianne Hesselbein and other Democratic lawmakers visited Jensen Trees during their Affordable Wisconsin Tour to understand how rising prices affect communities.
Hesselbein, acquainted with the Jensens for decades, observed after the visit, “Many are feeling the financial squeeze.”
“Economic insecurity is a real concern,” she said. “Be it affording groceries or providing a special Christmas for their kids, it’s challenging.”
‘Everything is so much more expensive’
Post World War II, Jensen’s father, Pete, initiated the family farm, driven by his love for tree growing from his state Department of Natural Resources career.
Like his father, Jensen also holds a state job with Wisconsin’s Department of Corrections and served nearly 24 years with the U.S. Army, as the Christmas tree farm alone can’t sustain the family.
“You can’t solely rely on this,” Jensen admitted. “Despite years of effort, we realized it’s not financially viable.”
Running a small business involves marketing, management, and local advocacy, like opposing a new road through his property.
“It’s definitely tougher now,” Jensen expressed. “Rising costs make it unsustainable without a job providing health insurance and benefits. It’s clear why many small businesses struggle.”
President Trump recently called Democrat concerns about affordability a “hoax” in a Pennsylvania speech, NPR reported. However, Bureau of Labor Statistics data indicates grocery prices rose 2.7% and electricity 5% over the past year.
As the tour continued, a cranberry farmer highlighted increased aluminum costs due to Trump’s tariffs.
“We must show people we’re on their side,” Hesselbein stressed. “We’re tackling pocketbook issues and countering the Trump administration’s detrimental policies.”
Jensen valued the lawmakers’ visit, stating it was “incredibly valuable” for them to show concern on such a cold day.
He believes Washington underestimates the challenges small businesses face with cost increases.
“From our ground-level perspective, it’s far harder than Washington realizes,” he said.
A family business survives
Despite obstacles, Jensen Trees perseveres through another holiday season, maintaining tradition while adapting to necessary changes.
When the family moved in 1966, only six trees were on the farm. A significant bur oak still stands in front of the house.
Jensen, soon moving back into the house after losing his mother, Arleen, in May, recalls growing up there. His father, Pete, passed nearly 12 years ago.
A memorial in the gift shop reads, “The tools he used to perfect his craft are still part of our operations, like his guiding hand and caring heart.”
The business began with a few dozen trees sold from a barn in Verona. Now, thousands are available.
“Our family tradition survives,” Jensen affirmed.
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