The secret of success is pruning them properly affirms Hering.
trees grow in a 132 hectars-area, next to the Billings Reservoir.
In order to obtain a spotless cone-format, the trees are submitted
to three prunings, done with real sharp machetes. They only are
after approximately seven Christmas-seasons. Out of every 1.000 trees
only a small quantity - fifty to hundred units receive a red label, as
Mr. Hering visiting
||Little "Firs" decorate the table of the terrace, the
also the coffee cups served to visitors. The headquarters of the
Reserve, in the outskirts of São Paulo, has the "tree-symbol" of
Christmas as its main attraction. William Hering (72)
dedicated himself over five decades growing four species of conifers
Christmas. These trees decorated homes of several well known
The actress Eva Wilma, for example, always purchases one at the flower
shop at "Praça Dario de Barros" - "Cidade Jardim", where
Company keeps its only Christmas-tree-display. "Since I moved to
twenty years ago, I buy Christmas trees there", reports Mrs. Eva
Another faithful customer, the entrepreneur Mrs. Lucilia Diniz, ordered
a 3 meter-tree, "a longtime tradition of my family". Also Clubs, as
and Harmonia, decorate their halls with Agro Castanheiras-trees.
A 2 meters tree costs around 450 Reals. The largest
tree available this year is a 8 meter cunninghamia - the
variety (the most expensive) priced for 7.900 Reals. The largest one
harvested was a 16 meters tree, in 1982, purchased by the
of Parents and Friends of the Bonanza ones ("APAE").
Hering started his activity as he was 15. Stimulated by his
he had their trees displayed at a "fruit-dealer" by the street
"Avenida Europa" with "Rua França". "I used to
the merchant a 10% commission" remembers Hering. Later, he
developed the business. "As a student I provided my schoolmates a wage
and a part of the profits, for working on December."
In 1962, while taking Law at the São Paulo University
he established the "Agro Castanheiras Ltda". He estimates having sold
65.000 trees during his activity in the past.
"I'm happy, bringing our customers in contact with nature,
Christmas-Season", said Mr. "Pinheirinho".