In a risky move to create greater market share, Peter Moore, president of The Wilderness Group in Wawa, took over competitor Broland Enterprise in 2000 - a decision that led the company’s revenues to increase 200 per cent between 2000 and 2003.
Initially, Wilderness Group started its operation in 1986 providing tree planting services under the name Wilderness Reforestation. The acquisition of Broland brought on new opportunities for the company, which saw expansion into forestry maintenance management, air charter service for mining, forestry and utility companies, as well as GIS and GPS mapping, data processing and environmental assessment services.
The subsidiary companies, including Wilderness Reforestation, operate under The Wilderness Group umbrella.
Surrounding themselves with successful people who are smart or smarter than their leaders and providing an environment conducive to exploring the entrepreneurial spirit has been a key factor towards their prosperity.
In the coming years, he says the company will focus its attention on the southern Ontario and United States markets. Part of his strategy will be to have trained forestry professionals travel to prospective hiring regions to attract students to the North. In their quest to diversify, the company is looking to create more year-round employment positions. In 2000, the company had a staff of 10 full-time and 300 seasonal workers, however, by 2003 Wilderness Group held 30 full-time and 500 seasonal workers.
