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Features American Success

How Former Supermodel Kathy Ireland Built a Multi-Billion-Dollar Company by Instilling Trust Into a Brand Name

It all started with selling rocks. When Kathy Ireland was 4 years old, she collected rocks, painted them, and, with her sister, took them door to door in a little wagon. The going price was 5 cents apiece.

That entrepreneurial drive “was in my DNA,” she told American Essence. With her parents’ encouragement, she ran with it, putting up lemonade stands, washing neighbors’ cars, and designing jewelry—whatever she could find to do.

At age 11, she got her first serious job: a newspaper delivery bike route, up and down the hills of her Southern California town, with 100 customers. Her dad told her to give it 110 percent—if customers expected the papers in their driveway, he said, put it on their porch. That lesson in under-promising and over-delivering stayed with her ever since.

To some, Ms. Ireland is best known for her modeling work in the 1980s and 1990s. She graced many magazine covers, including Vogue, Cosmopolitan, and Glamour. Sports Illustrated featured her in its swimsuit issues 13 consecutive times, including its best-selling 1989 swimsuit issue.

Many ask how she pivoted from modeling to business, but to Ms. Ireland, it wasn’t a pivot. Modeling simply helped her save money for college and fund her entrepreneurial ventures. Even during her modeling years, she was trying her hand at various businesses—and failing a lot, too. But as any entrepreneur knows, failure is an education in itself. In that respect, “I’m very well educated,” she has said in other interviews, with a knowing smile.

Ms. Ireland believes her early jobs contributed to her fearlessness. “I always worked, and I’m grateful because as I grew, it gave me confidence that I could walk away if the circumstances were not good. … I knew I could do anything else for a living.” She’d experienced so much rejection in the modeling business that she became accustomed to it.

Ms. Ireland said actress Elizabeth Taylor taught her a lot about jewelry: “She really educated me so much, looking for the quality inside, outside, every angle.” (Courtesy of Jon Carrasco)

Growing Her Company

In the early ’90s, as Ms. Ireland neared her 30s, modeling work grew more scarce. She got to thinking of business ideas that could leverage the appeal of her household name.

Swimsuits were an obvious choice—too obvious for her liking.

But she liked the idea of socks.

The idea was sparked when a request to model socks came her way. Someone else might have turned her nose at the offer. But Ms. Ireland liked the quality of the socks, and she liked the people who got in touch with the request—John and Marilyn Moretz of North Carolina—even more. In the end, she partnered with them, working with her team to put in sweat equity and lend her design flair to the socks; Moretz Mills would manufacture and distribute them.

The choice of product might seem unglamorous, but for Ms. Ireland, it was strategic. The kathy ireland socks served as a litmus test for her brand.

“Whatever little smidgen of celebrity I might have had back in the days when I modeled, I knew it wasn’t enough for a brand and that women were too smart to buy something just because it had my name on it,” she said.

If she could earn the trust of women—specifically busy moms—by offering a product that combined quality and value, then she knew her brand had a chance of succeeding in the long run.

It turned out that socks were just the beginning. Ms. Ireland’s brand licensing company, kathy ireland Worldwide, launched in 1993. As co-founder and chair emeritus, Ms. Ireland took feedback extremely seriously, “taking marching orders from [women],” listening to their needs and coming up with solutions to make moms’ lives better.

She expanded her customer base and diversified the industries she worked in. After developing her line of socks, she went into home furnishings on the advice of Warren Buffett, who told her that home products enjoyed more stability than fashion. These were followed by office furniture, event planning, jewelry (Elizabeth Taylor mentored her), apparel, and real estate, among other industries.

Ms. Ireland’s name now lends its Midas touch to over 17,000 products and services. Those include partnerships with MainStreetChamber Holdings, Your Home Digital, BMG, and Philip Stein Watches; and with retailers spanning from HSN, Camping World, and Nebraska Furniture Mart, to Bed, Bath & Beyond, Macys.com, Macy’s Backstage, and many more.

Because kathy ireland Worldwide is a private company, owned solely by Ms. Ireland, business numbers aren’t shared publicly. Forbes estimated it generated $3.1 billion in retail sales in 2021. In 2022, Ms. Ireland was inducted into the Licensing Hall of Fame.

As she expanded into various fields, she met with plenty of skeptics and naysayers. “I never liked limits,” she said.

“People said fintech was also an area that we couldn’t move into though nobody had a good reason why, so today we work in the area of credit card processing.”

What makes ireland Pay different from other such services, though, is that 51 percent of the company’s revenue goes to nonprofit causes.

Making a commitment to nonprofit causes is a requirement for any company that kathy ireland Worldwide partners with.

“Something that we do insist upon is that you’re giving back, and we have a list of 10 initiatives that cover everything from supporting our military veterans and their families, fighting human trafficking, working to eradicate disease, hunger, and poverty, [as well as] environmental issues.” It doesn’t need to be a financial contribution, Ms. Ireland explained, but could be a commitment to spread awareness or volunteer staff time.

“We just want to know that if we’re going to invest the time and resources to work together, that we will honor our vision statement—to teach, inspire, empower, and make our world better.”

Ms. Ireland foresees significant growth in the next few years, focusing on products “that might not necessarily have the biggest profit margins but [are] more frequently purchased.

“As we’re learning about the needs and daily struggles that people have,” she’s asking: “How can we make a difference here?”

“Even though we’ve been in business for a very long time, I really feel we’re a baby business,” she said. “We’re just getting started.”

Ms. Ireland and businessman Warren Buffett at the annual newspaper-throwing contest at a Berkshire Hathaway shareholders meeting. “He’s got a few years on me, but he’s really good,” Ms. Ireland said. Both had newspaper delivery jobs when they were young. (Courtesy of Jon Carrasco)

Guiding Principles

Faith is always first for Ms. Ireland. From it, she derives her stamina and perseverance. It also underlined for her the need to consider others more important than herself.

Her philanthropy is extensive, supporting the National Pediatric Cancer Foundation as International Youth Chair; the Elizabeth Taylor AIDS Foundation; the Fallen Outdoors, which organizes outdoor adventures for veterans; and Hardwired Global, which advocates freedom of conscience, religion, and belief; among many others.

Ms. Ireland learned a great deal about philanthropy from one of her mentors, actress Elizabeth Taylor. “Her life was big. Her heart was bigger,” Ms. Ireland said. Her philanthropy “had a laser focus.” From her, she learned that “when you work in the area of nonprofit, it’s much like a public company, because you’re responsible for other people’s money.”

When asked about the legacy she wants to leave, Ms. Ireland was incredibly humble. Her simplicity and wisdom shone through as she spoke.

“Well, there’s a song I really like. It says, ‘I don’t want to leave a legacy. I don’t care if they remember me. Only Jesus.’”

“So I hope my life can point others to the love of the Lord. Not everybody on my team shares the same faith. But my faith is most important to me. I don’t really need anybody to remember me, but if they do, that’s what I would like them to know.”

(Courtesy of Jon Carrasco)

4 Questions for Kathy Ireland

American Essence: You’re such a confident woman. Where do your confidence and your fearlessness come from?

Kathy Ireland: I was the most awkward, shy kid. I couldn’t make eye contact. I love getting older, I really do. I hope I stay healthy. The things that I used to be concerned about, I’m not concerned about [anymore]. I’m not concerned about other people’s opinions of me. I don’t feel like I have to impress anybody, and there’s a lot of freedom in that. It really comes from my faith. In my favorite book, it says over 500 times, “Don’t be afraid. Have courage.” I believe the Lord tells us that because he knows that we can struggle with it. That doesn’t mean that things aren’t hard. We have good days and bad days. Life can be really intense. But I don’t have fear. One of the scriptures that I love is, “If He is with us, who can be against us?”

AE: What do you consider to be your biggest accomplishment in life? What are you proudest of?

Ms. Ireland: Our children. I can’t take credit for that, but it’s more [that] it’s such an honor to be their mom. They’re grown now. We have three kids, Erik, Lily, and Chloe. Erik is married to Bethany, [whom] we love. We claim her, too, but we have to share her with her parents. And we have two grandbabies.

AE: You’ll have been married for 36 years this year. What are your secrets to a long, happy marriage?

Ms. Ireland: [My husband] Greg is amazing. But, it is really looking at marriage not as a contract, but as a covenant with God. When we have the days when maybe I’m not being so lovable, or he’s not being so lovable, we remember it’s OK, it’s not just a promise we made to each other. We made a promise to God as well, that He’s at the center of it. … We need that so that we can see each other through God’s eyes, even when the person isn’t being lovable. He gives us supernatural strength to love the unlovable. And that’s really how we have managed to get through, because every marriage has its ups and downs and challenges and struggles. I think also as you get older, you learn how to change your expectations, not lower them—that takes away respect—but change and recognize that you’ve got two failed people coming together. So you know, how are we going to make this work? And you get in your solution mode.

I’m grateful because He’s solid. He’s not a quitter, and I’m not either. Another scripture that I love is, “Consider others as more important than yourself.” And that is true, whether it’s life or business.

AE: What do you love about America?

Ms. Ireland: Having had the privilege of traveling the world and experiencing wonderful places, I really appreciate the freedom that we have in this country and the Judeo-Christian values that it was founded upon, which promises freedom to everyone regardless of their faith—including those who have no faith at all. Those freedoms are for everyone, and I love that.

This interview has been edited for clarity and brevity.

From May Issue, Volume IV

Categories
Features Food Recipes

Actor Danny Trejo’s Easy Recipe for Tamales Are Perfect for Serving at the Christmas Table

“I know for a lot of families, Christmas means a roast, but in my neighborhood, Ebenezer Scrooge wouldn’t be giving out a grand turkey. He’d be giving out tamales,” said Danny Trejo. “To me, Christmas has always meant a full table of tamales.”

The legendary “Machete” star might be most recognizable from his villainous, tough-guy roles on-screen—but he also makes a mean chef. Food and hospitality have always played a major role in the actor-turned-entrepreneur’s life, and Mr. Trejo now has a growing restaurant empire that spans multiple locations of Trejo’s Tacos, Trejo’s Cantina, and Trejo’s Coffee and Donuts in Los Angeles; and two cookbooks, “Trejo’s Tacos” and “Trejo’s Cantina.” He shared a recipe from his latest.

“If you’ve never made tamales because you think they’re difficult, this recipe will change your mind,” he writes. “With just an hour of prep, you’ll have two dozen fluffy, amazing tamales to eat for dinner, lunch the next day, with leftovers to freeze and eat down the road.” His recipe uses a classic cheese and chile filling, but he says it works well with other fillings, too: Try chicken or jackfruit tinga, or beef birria.

(Hernan Rodriguez)

Super-Easy Tamales

Makes 30 tamales

  • 30 dried corn husks
  • 1 1/2 cups olive oil
  • 10 cups (2 pounds) masa harina, such as King Arthur
  • 1 teaspoon baking powder
  • 1 1/2 teaspoons kosher salt
  • 3 1/2 cups vegetable or chicken broth
  • 2 (8-ounce) packages shredded Mexican cheese blend
  • 2 (10-ounce) cans roasted chiles, such as Hatch, roughly chopped

Soak the corn husks in a large bowl filled with water until soft, about 1 hour. Place a few cans of beans on top to keep them submerged.

In another large bowl, combine the olive oil, masa harina, baking powder, salt, and broth. Mix with your hands until a pliable dough forms. Knead until smooth, 3 to 5 minutes.

Place a corn husk on a cutting board with the wide end toward you. Using a large spoon, spread 1/4 cup of dough in the center. Shape it into a rough round about 4 inches in diameter. Place 2 tablespoons of cheese lengthwise in the center of the dough. Sprinkle 1 tablespoon of chiles on top of the cheese.

Lift the two sides of the corn husk in toward the center like a book so the two sides of masa meet and cover the filling; then, holding the excess corn husk together, fold and wrap it to one side around the tamale. Fold the top and bottom ends over the tamale and turn it over to hold the folded sides down. Repeat until you have about 30 tamales.

In a large pot fitted with a steamer basket, add enough water to just come up to the level of the steamer basket. Working in batches, arrange the tamales vertically in the steamer basket and turn the heat to medium. Once the water starts to steam, cover the basket and cook until the tamales are fluffy and tender and the cheese is melted, from 30 minutes to 1 hour, depending on how many you cook at a time. The tamales are super tender when they come out of the basket, but will firm up as they sit. Let them cool for 30 minutes before serving. You can also let the tamales completely cool and freeze for up to 1 month.

(Penguin Random House, LLC)

Reprinted with permission from “Trejo’s Cantina” by Danny Trejo with Hugh Carvey, copyright 2023. Photographs by Larchmont Hospitality Group LLC. Published by Clarkson Potter, a division of Penguin Random House, LLC.

(This is a short preview of a story from the Dec. Issue, Volume 3.)

Categories
Features

Mike Rowe: America’s Favorite Apprentice

Mike Rowe, America’s perpetual apprentice, has been giving viewers a front-row seat to our country’s dirtiest jobs for nearly 20 years.

The episodes of his show, “Dirty Jobs,” are a veritable archive of the various icky substances in earthly existence—sludge, slime, gunk, and grime—that he’s either had to clean, wade through, extract, or pick away at, often in the dirtiest, hottest, and smelliest of conditions.

Encounters with the animal kingdom are a category unto themselves. Given the close degree of proximity, these engagements are unpredictable: Rowe has gotten bitten by some creatures—ostriches, catfish, snakes, sharks—and gotten up close and personal with others—such as beavers, which he’s had to sniff to determine their sex.

OK, there are clean jobs, too. The yuck factor may be absent, but cue in the petrifying situations, such as scuba diving to the ocean floor and releasing fish blood and guts for “Shark Week.” (Don’t worry, Rowe was wearing a stainless steel chain-mail suit—which helps, he found out, when you’re being shaken like a rag doll by a group of sharks.) Or what about when he walked up 24.5-inch-diameter cables on the “Mighty Mac” bridge in Michigan to change light bulbs atop its towers, 552 feet up, only to realize that he was no longer safely clipped in?

But the stunts are not the point. The premise of “Dirty Jobs,” with no actors, no scripts, and no second takes, is all about showing America what it’s like to do a job that’s needed, a job that’s hard, and often messing it up in the process. The show ran from 2003 to 2012 and returned for a season in 2022. In between, it has never stopped airing.

In all, Rowe has performed more than 350 jobs, learning under the tutelage of hardworking Americans and having fun in the process.

Rowe is lowered into a manhole to perform a maintenance job. (Ben Franzen and MRW Productions, LLC)

Pop’s Wisdom

“Dirty Jobs,” as Rowe says, is ultimately a tribute to someone he was very close to: his grandfather, Carl Knobel.

Though he had only been schooled until the seventh grade, Knobel had built his own home and was a master electrician, plumber, steamfitter, pipe fitter, and welder—a master jack-of-all-trades.

“He saw great dignity in all jobs,” Rowe said. “He understood, intuitively I think, that we’re all connected to work, and the way we’re connected to where our food comes from, and where our energy comes from.”

Early on, Rowe was convinced he’d follow in his grandfather’s footsteps. He tried his hand at shop classes in high school, only to face an inconvenient reality: “I didn’t get the handy gene,” he explained.

His Pop gave him a dose of wisdom: “You can be a tradesman—just get a different toolbox, because what comes easily to me is not coming easily to you.”

So Rowe set off in a new direction—writing, singing, acting, and narrating. He belted out songs at the Baltimore Opera for years and worked the graveyard shift on the QVC home shopping network selling merchandise. He hosted an evening show on Channel 5 KPIX in San Francisco, a “cushy little job” that took him to downtown museums and Napa Valley wineries.

And then one day, his mom, Peggy Rowe, called.

She said, “Michael, your grandfather turned 90 years old today—and he’s not going to be around forever. And wouldn’t it be terrific if, before he died, he could turn on the television and see you doing something that looked like work?”

“It made me laugh because it was so true,” Rowe said.

Her message was delivered with love and humor, and Rowe, who was 42 at the time, decided to take it as a challenge.

Rowe goes deep into a Florida river to pour concrete, in order to preserve an old bridge. (Ben Franzen and MRW Productions, LLC)

The next day, with TV crew in tow, he was back in action—this time in the sewers of San Francisco, profiling a sewage worker. The footage, he said, was “inappropriate” for his show, but he put it on the air anyway.

Then, something interesting happened. Letters started pouring in, with messages like this: “Hey, if you think that’s dirty, wait ’til you meet my brother, or my cousin or my dad or my uncle or my grandfather or my mom. Wait ’til you see what they do!”

That launched a regular segment, “Somebody’s Gotta Do It.”

Rowe’s grandfather got to see one episode of it.

“He was very nearly blind by the time he died. He was 91. So, he knew I had gone into this direction … and I’d like to think he approved. I’m pretty sure he did,” Rowe said.

‘Groundhog Day’ in a Sewer

The segment eventually led to “Dirty Jobs.”

The Discovery Channel show meant being on the road for much of the year, lots of showers, and even a change of attitude.

“I’ll tell you, honestly, I had to humble myself when my mom made her off-the-cuff suggestion I’d been impersonating a host for 15 years,” he said. “I was pretty good at hitting my mark and saying my line and creating the illusion of knowledge where it didn’t really exist, pretending to be an expert.”

Looking back, Rowe says during those early days when “Dirty Jobs” was on the air, it was jarring for audiences to see a guy who didn’t have the answers but was willing to “look under the rock” and bring viewers along.

“I stopped being a host; I started to become a guest. I stopped being an expert and started to be a full-time dilettante,” he said.

“And so, to the extent people might trust me, or at least give me the benefit of the doubt, I think it comes from the fact that they’ve seen me try and fail for 20 years, they’ve seen me crawl through a sewer. And when you see a guy covered with other people’s crap, you know, that guy’s not gonna lie to you.”

Rowe gets dirty while helping to turn waste lumber into biochar, which is often used as fertilizer. (Ben Franzen and MRW Productions, LLC)

Challenging the Stigma

For the longest time, Rowe’s dream job was to host “The Daily Show.” He worked long and hard, with his eyes on the prize.

“They hired me twice to do that job. And each time, something went wrong—comically it just went wrong and didn’t work out.” He contemplated how close he had come. “But the truth is, looking back, not getting that gig was the best thing that ever happened to me.”

Life had other plans for Rowe.

A few years into “Dirty Jobs,” the recession hit. People were asking where the good jobs had gone. And yet, Rowe knew, they were out there. On every job site where he set foot, he saw “Help Wanted” signs.

On Labor Day 2008, he launched the mikeroweWORKS Foundation, which was essentially a PR campaign for the millions of unfilled jobs desperate for skilled workers. Over the years, the foundation has given $6.7 million in scholarships to nearly 1,500 people with a strong work ethic and the desire to pursue a career in the skilled trades.

Through his show, Rowe was showing the public what it was like to be a skilled trade worker: that in between going to work clean and coming home dirty, they brought pride and passion to their work; kept America connected with good roads and infrastructure, happy with indoor plumbing, and warm or cool depending on the season; and in the process, made a pretty good living, too.

Still, there’s the perception that dirty jobs are not jobs worth doing. As to how to change it, “that’s the million-dollar question,” Rowe said, “and if there were an easy answer, we wouldn’t have 11 million open jobs right now, and 7 million able-bodied men between the ages of 25 and 54 not only not working, but affirmatively not looking for work.”

(Ben Franzen and MRW Productions, LLC)

To some extent, Rowe knows what doesn’t work: “Lectures, sermons, scoldings. Men my age standing on their porch, shaking their fist at the heavens, and complaining about Gen Z and millennials.”

“The real way to challenge these stigmas and stereotypes and myths and misperceptions is to hit them squarely on the head. You need to show people that you really can make six figures. You need to show people that a good plumber today can make as much as he or she wants, and you can set your own schedule,” he said.

(Ben Franzen and MRW Productions, LLC)

Now heading toward its 15th year, the foundation follows up with its scholarship recipients, documenting their successes, and Rowe shares their stories with nearly 6 million friends on social media.

“We can complain about the snowflake culture and the snowflake mentality, but we’re the clouds from which the snowflakes [came], and I think it’s incumbent on us baby boomers—the people who are my age—to hit the reset button. And we have to provide people with better examples of what success looks like.”

One example is Chloe Hudson, a welder at Joe Gibbs Aerospace in North Carolina. Her ambition in high school was to become a plastic surgeon, but a price tag of upwards of $350,000 was not appealing. Instead, she got a welding scholarship from mikeroweWORKS and now makes a six-figure salary.

“She’s living her best life,” Rowe said. “I talked to her the other day, and she’s like, ‘You know, I am kind of a plastic surgeon, except I’m not dealing with flesh and bone. I’m dealing with metal and steel and complicated compounds.’”

The road to prosperity doesn’t end at mastering a skill, either. For example, take a welder who hires an electrician, a plumber, and an HVAC worker. That becomes a $3 million mechanical contracting company—not bad for starting out with a $5,000 or $6,000 certificate.

Rowe added, “If you’ve mastered a useful skill, if you’re willing to think like an entrepreneur, and if you’re willing to go to where the work is—then I don’t think there’s ever been a better time in the history of the country to be looking for work, because the opportunities are everywhere.”

(Ben Franzen and MRW Productions, LLC)

Mike Rowe Gives Relationship (and Job) Advice

Mike Rowe gives relationship advice—why not?

Years ago, Rowe wrote a Facebook post, which made the rounds online, about a good friend of his. This woman had been single her whole life and could not understand why. She was attractive and successful. Rowe suggested a dating service but she said no. He suggested she branch out across town, and try the museums, libraries, bars, and restaurants there. She declined again.

He said: “You’re not only looking for your soulmate; you’re looking for your soulmate in your own zip code. You’ve got a long list of qualifications: what they should look like, how much money they should make, how they should dress, where they should be from. So you just got all of these obstacles that you’ve put between yourself and the person who you believe can make you happy.

“And we do the same thing with work. We identify the job that’s going to make us happy, get the certification or degrees that we need, line up the interviews, etc., [but] we’ve got it backwards. We ask kids to imagine the job they want, long before they’re capable of doing that, and really, in many cases, before they have a good understanding of what their actual abilities are.”

Just as it happened to him, “you might realize that the thing you prepared yourself for is simply not the thing you’re going to do.”

“Everybody wants job satisfaction, and everybody wants happiness in their personal life, but if you start your quest with the notion that there’s a dream job, and you can’t be happy unless you get that job, it’s going to be a hard road—just as it’s going to be very difficult to find happiness in your personal life if you think there’s only one person on the planet walking around who’s capable of making you feel that way.”

Everyone Rowe met on “Dirty Jobs” was passionate, but few were doing the job they had in mind when they were young adults.

As Rowe says: “Don’t follow your passion—bring it with you.”

(Michael Segal)

From April Issue, Volume 3

Categories
The Great Outdoors History

Raising a Forest by Hand

“The hills bear all manner of fantastic shapes,” Charles Bessey observed, noting that they sometimes featured open pockets of bare sand in blowouts and were “provokingly steep and high.” Bessey was describing the Sandhills, the area of post-glacial dunes wrought by mighty winds in north-central and northwestern Nebraska. Aided by his botany students from the University of Nebraska (today’s University of Nebraska–Lincoln), he cataloged a treasure of plant species in 1892. Yet besides spurges and gooseberries, herbaceous plants such as smooth beardtongue, and grasses such as Eatonia obtusata, he found the potential for forestation.

“He was convinced that the moist soil of the Sandhills would support forest growth,” the historian Thomas R. Walsh wrote. Nebraska had gained statehood in 1867 but still had enough untouched areas to be “a virgin natural laboratory,” as Walsh described it. And there were so few trees for wood, shelter, or shade. Bessey had been pushing the state legislature to reserve Sandhills tracts for tree planting. In 1891, urged by the top forestry official in Washington, D.C., he started a test plot at the eastern edge of the Sandhills, which encompassed an area about the size of New Jersey. Ponderosa pines were a big component of the experiment’s 13,500 conifers. With the initial indication that they would do fine, he started a campaign to convince people that forestation was practical. After all, as Walsh noted, “the area was once covered by a pine forest that was destroyed by prairie fires.”

The pre-dawn fog rises above the Niobara River, located in Valentine, Nebraska. (Pocket Macro/Shutterstock)

Bessey had come to the University of Nebraska in 1884, lured from Iowa Agricultural College (today, Iowa State University) by an offer of $2,500 per year. He was already the author of “Botany for High Schools and Colleges,” the nation’s first textbook on the subject. His motto of “Science with Practice” indicated a teaching philosophy that mixed laboratory and field work with classroom instruction. He was one of a small group of professors at the prairie university, attended by just 373 students in the year he arrived, but he had an outsized and enduring influence through his popular botany seminar. A top student in the 1892 cataloging project was Roscoe Pound, who claimed the university’s first Ph.D. in botany, then distinguished himself as a legal scholar and served two decades as dean of Harvard University’s law school.

Throughout the latter years of the Gilded Age, Bessey kept hammering away at the idea of national forests. To Gifford Pinchot, head of the national Division of Forestry, he wrote, “In the Sandhills, we have a region which has been shown to be adapted to the growth of coniferous forest trees, and here we can now secure large tracts which are not yet owned by private parties.” Pinchot had the ear of President Theodore Roosevelt, who in 1902 set aside 206,028 acres in two reserves in the Sandhills. “This was the first and only instance in which the federal government removed non-forested public domain from settlement to create a man-made forest reserve,” Walsh explained.

The two reserves are 75 miles apart. The northern Samuel R. McKelvie National Forest is on the Niobrara River near the city of Valentine. The southern one, first called Dismal River Forest Reserve, is now the Nebraska National Forest at Halsey and is managed by the Bessey Ranger District. (Nebraskans refer to it as “Halsey Forest.”) Within it are the Bessey Recreation Area and the crucially important Charles E. Bessey Tree Nursery, which yearly produces 1.5 million bare-root seedlings and up to 850,000 container seedlings for distribution in the Great Plains and Rocky Mountain states. Additionally, the nursery acts as the seed bank for Rocky Mountain Region 2, storing about 14,000 pounds of conifer seeds in case of wildfire or insect infestation.

Carson Vaughan, author of “Zoo Nebraska: The Dismantling of an American Dream,” grew up in Broken Bow, about 50 miles from Halsey Forest. It was only after he started writing articles about Bessey and the forest that he comprehended the magnitude of the original undertaking: creating the largest man-made forest in the United States. “Nothing like this has ever happened anywhere else on the planet,” he said. “And it all started because this pioneering botanist, Charles Bessey, had this wild idea and the patience, the dogged persistence, to stick with it over a couple decades and see it come to fruition.”

Vaughan remembered climbing Scott Lookout Tower, near Halsey, and feeling the impact upon viewing a forest amid treeless grasslands. “You get the rolling, billowing Sandhills right next to this very clear, dark, dense forest,” he said. The experience reinforced the concept that “it took human beings planting all of these trees to make this national forest grow out of this sandy, arid region.”

The sun rises over the Dismal River, which runs through the Nebraska Sandhills. (marekuliasz/Shutterstock)

After succeeding in the Sandhills, Bessey turned to other important challenges. In 1903, he was contacted about the effort to save the giant sequoias in certain groves in the Sierra Nevada Mountains of California. He tried to interest President Roosevelt in the cause, then introduced the matter into proceedings of scientific societies, sending their resolutions on the matter to congressional representatives. Although he helped to set the conservation process in motion, Bessey would pass away in 1915 without seeing his efforts bear fruit. 16 years later, the state of California acquired the Mammoth Tree Grove, which is a principal element of the eventual Calaveras Big Trees State Park.

On the other side of the country, Bessey became involved in the effort to create a national forest reserve in the southern Appalachians. “The cutting away and total destruction of the forests is a crime against the community as a whole,” he wrote. In 1908, a bill to authorize the reserves came before the House of Representatives, but soon died. It particularly galled Bessey that one of his former students, Representative Ernest M. Pollard, was on the agricultural committee, which had deferred action. “It does seem as though we had the most stupid and blinded lot of men in charge of our affairs that has ever cursed any country,” Bessey wrote to House Speaker Joseph G. Cannon. Bessey and others kept working, and ultimately, the Weeks Act of 1911 was passed, providing for acquisition and preservation of forested lands nationwide.

Today, visitors to the University of Nebraska–Lincoln can see an image of Bessey in bas-relief on a bronze tablet at—where else?—Bessey Hall. There’s also a Bessey Hall at Iowa State. And at Michigan State University, Ernst Bessey Hall is named for Charles’s son, who became a professor of botany and dean at MSU’s graduate school from 1930 to 1944. The apple didn’t fall far from the tree.