Our story
How Jack Frost began.
A 19-year-old, ten trees, a van and a simple idea: make a real Christmas tree as easy to order as a fake one.
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A light bulb moment
In 2022, four weeks out from Christmas, 19-year-old Jack was watching Spirited with Will Ferrell and Ryan Reynolds. In one of the opening scenes, Ryan Reynolds' character complains about fake people, fake Christmas trees, and how you can order a fake tree from Amazon at the click of a button.
It was a light bulb moment. Jack grabbed his phone to see if he could get a real Christmas tree delivered to his door. Apart from a handful of small farms dropping trees to locals nearby, he couldn't find anyone doing it, and you definitely couldn't do it at the click of a button. Meanwhile, fake trees were flooding the market, pushed by billion-dollar companies across Facebook, Instagram and Google.
Why real trees
Jack wasn't versed in economics or business back then, but a few things were obvious:
The money stays in Australia.
A real tree supports Australian farmers and the families working the land.
It's a natural cycle.
Farms grow the trees, replant every year, and after Christmas the trees are chipped into mulch for gardens.
No plastic.
No fake tree shipped across the world, headed for landfill, and no chemicals. The only emissions are from the delivery van.
And there's the smell. Jack grew up with real trees, and the smell of fresh pine is one of the most relaxing, beautiful smells there is. Then his family switched to a fake tree for a few years. As his siblings got older, Jack got stuck with the setup: four hours of connecting every branch, hunting for missing nuts and bolts, and lugging the box out from under the house. Fun for the first year, maybe. The real fun is the decorating. It's easy, and everyone wants to do it together: grandparents, parents, kids and grandkids. And like most families, nobody wanted a giant tree box taking up room in the garage. Mum was pretty happy to see it go.
Ten trees and $2.50 an hour
$2.50
an hour.
Ten trees. Two days of deliveries.
So Jack texted friends and family: “I'm picking you all up a real tree this year and delivering it to your house.” They asked why.
“I'm sick of fake trees, fake people, and Aussies sending money overseas.”
He went to the farm, picked up about ten trees, and charged whatever the tree cost plus $25. Delivering ten trees to every corner of Sydney took two days. Add the invoicing, no website and no marketing, and it worked out to about $2.50 an hour. He had no business experience, just the will to make a small change and do something he loved.
The first few years were tough. Jack went to wholesale farms saying “I'm only delivering 50 trees”. One wholesaler took a chance on him because he saw Jack was having a crack and working hard. For the first few years that farmer got nothing out of it except extra work. We're still grateful.
Where the name came from
When Jack first started, he told his neighbour he was delivering Christmas trees to friends and asked if he wanted one. The neighbour laughed in his face:
“What the bloody hell are you gonna call that, mate? Jack Frost Christmas Trees?”
“Hey, that's actually a good name,” said Jack. The neighbour's face dropped. Then he laughed some more.
Why we do it the way we do
Over the years plenty of tree delivery companies have popped up in Sydney, and Jack welcomed them. Unfortunately some let people down: trees that never arrived, trees that were more twig than tree, surprise charges after delivery, setups promised and never done, trees full of spiders. We've had customers call us after a bad experience elsewhere and say, “If this doesn't work, we're giving up on real trees.”
That's why we do things the way we do. Every tree is hand selected, delivered and installed in your home, with clear communication from order to delivery day. And no matter how big we grow, you'll always have a direct line to Jack. He still rides in the van with the crew, because nothing beats a kid's face when a real tree comes through the front door.
We've kept expanding across Sydney, with more delivery dates and more sizes, from small trees to big ones, so there's no home we have to say no to.
It's not just a job to us. It's our contribution to the community and our city.
Thank you
We're a family-run, local Sydney business that keeps money in the Australian economy, supports our farmers, and keeps Christmas real every year, without the hassle.
Thanks for reading our story. Merry Christmas. We hope you, your friends and family stay safe, and that all of Sydney can look after one another and be a little kinder this time of year.
Jack