MadTree Brewing, a beloved craft brewery in Cincinnati, has always been about more than just great beer—it’s about creating lasting connections with the community and investing in a sustainable future. Through their Let’s Grow Local initiative, MadTree is addressing a critical issue in Cincinnati: the disparity in urban tree canopy coverage. Currently, 20 of the city’s 52 neighborhoods have less than 40% canopy coverage, leaving them more vulnerable to heat stress, poor air quality, and flooding. Since 2019, MadTree has been working to change that—planting and donating thousands of trees while bringing residents, volunteers, and businesses together to make Cincinnati greener.
I sat down with Rhiannon Hoeweler, MadTree’s vice president of experience and impact, to learn more about the initiative and its impact.
Heather: What inspired the creation of Let’s Grow Local, and why is expanding the urban tree canopy so critical for Cincinnati?
Rhiannon: We’ve been planting trees for five years now. The goal behind Let’s Grow Local was to give back through environmental sustainability, particularly in neighborhoods that need it most. MadTree’s name was inspired by trees, so planting them felt like a natural extension of who we are.
We started in 2019 with an employee outing to plant 60 trees in Mt. Storm Park. In 2020, we expanded, planting 107 trees in Ezzard Charles Park (formerly Laurel Park) and distributing 850 trees through ReLeaf, our partnership with Cincinnati Parks and the Cincinnati Parks Foundation. Since then, we’ve grown from four partners to more than 20, with over 200 volunteers helping plant trees each year.
H: How do you decide which neighborhoods to prioritize for tree planting?
R: We focus on neighborhoods with less than 40% tree canopy—areas most affected by heat and pollution. Through ReLeaf, which happens every October, we allow the first two weeks of the season for those neighborhoods to register and receive trees before opening it up to all 52 Cincinnati neighborhoods.
To celebrate ReLeaf, we host Night in the Trees at our Oakley location. It’s a huge event for us—there’s music, food, and a community celebration. The night before, we light up the trees, and the next day, they’re given to residents who have registered to plant them.
H: Can you share any personal stories or feedback from residents who’ve been impacted by the initiative?
R: One of our proudest moments was in Lower Price Hill, where we planted 75 trees. The community was deeply involved in deciding where they should go, which gave residents a real sense of ownership.
One of my favorite stories is about a young boy who planted a tree alongside one of our bartenders. He now has a tree he’ll grow up with in his own neighborhood.
We also planted 150 trees in Bond Hill, where we worked with Margaux Roberts and her son, Gus. For Margaux, it wasn’t just about planting trees—it was about creating a green space where her son could grow up. Seeing the real impact of these efforts makes it clear that Let’s Grow Local is about more than just trees—it’s about community care.
H: Since starting Let’s Grow Local, what has been the most significant milestone or proudest achievement?
R: There’s so much to be proud of, but our biggest achievement has been making sure we’re focusing on the right things—giving back to something that will outlive us. We’ve built a coalition of over 20 partners who are deeply invested in this mission, and they keep coming back year after year. That’s huge.
Beyond that, it’s been rewarding to see how much the program has evolved. What started as a small initiative with 60 trees has grown into an annual movement. It’s a testament to how much people want to be part of something meaningful.
H: What are the long-term goals for the initiative in terms of tree coverage?
R: We’ve planted more than 6,000 trees in the last 4.5 years, and our focus is on continuing to plant more. But we’re also adding a research component. One of our long-term goals is to develop a comprehensive climate action plan for MadTree.
To maintain our B Corp certification, we need a strategy to offset our carbon footprint. We’d love to see Cincinnati adopt a citywide carbon offset plan that could benefit businesses and communities alike.
H: Let’s Grow Local Avondale beer is such a unique way to celebrate this initiative—what inspired the idea to brew a commemorative beer?
R: Our team had been dreaming about this for a long time. This year, we finally proved we could do it—not just as a one-time thing, but as something here to stay.
We wanted to show that our commitment to sustainability isn’t just lip service—it’s real. Our head brewer, Brittany Frey, and Taylor Dreves from our sensory team worked closely on the recipe, and it all came together in a day. We even won an award for it.
Moving forward, we want to create more beers that tie into this initiative. The possibilities are endless, and we’re excited to continue growing this connection between beer and community impact.
H: How can residents or local businesses support Let’s Grow Local?
R: We’re always looking for more people to get involved. We’ll soon be putting out a call for volunteers and sponsors to help us plant more trees and expand the program.
There are so many ways to participate, whether it’s joining us at a planting event, donating to the initiative, or simply spreading the word. We also encourage businesses to consider sponsorships—having local companies involved makes an even bigger impact.
Check out our website or LinkedIn for updates on how to contribute. And of course, we always remind our customers that when you visit MadTree or buy our beer, you’re not just enjoying a drink—you’re supporting a movement that’s making our city greener.
MadTree Brewing has proven that they’re not just brewers—they’re stewards of the future. At the heart of it all is a community-driven mission that continues to grow. Through their commitment to sustainability, urban greenery, and giving back, Let’s Grow Local is planting the seeds for a greener, healthier Cincinnati.
For more information or to get involved, visit madtree.com/lets-grow-local.
We wanted to show that our commitment to the community and sustainability is real, not just lip service.