Press Releases

Acquisition Announcement: ForBetter Green

NEW MILFORD, Conn. – March 7, 2024 – Cetane Associates (“Cetane”), a financial advisory and transaction firm providing M&A expertise to the home services industries, is pleased to announce that Grasshopper Lawns, Inc. (“Grasshopper Lawns”), of Larksville, Pa. has acquired ForBetter Green Tree & Lawn, LLC (“ForBetter Green”), headquartered in Lehigh Valley, Pa. Grasshopper Lawns is backed by HCI Equity Partners, a private equity firm partnering with lawn care providers in the region. The transaction was completed in March 2024.

Marty Sukley, owner and founder of ForBetter Green, established the business in 2014. Marty embarked on his career in 1986 at HydroLawn in Conshohocken, Pa., swiftly advancing to the Lehigh Valley office before witnessing the company’s acquisition by TruGreen. Following his tenure as a sales manager, Marty redirected his focus to tree care, honing his skills at Valley Arborists in Center Valley, Pa. He also helped expand Forever Green Landscape and Tree, which later merged with Plantique Inc. With over 37 years of experience, including a decade leading ForBetter Green, Marty’s journey exemplifies a dedication to his craft and entrepreneurial spirit. As he prepares for the next chapter of his life, Marty’s industry and business expertise has left a lasting impact on the landscape and tree care sector. Marty commented, “Working with Cetane made a world of difference. Grasshopper Lawns is a great fit for ForBetter Green and I couldn’t have expected a better outcome.”

Grasshopper Lawns provides weed control, fertilizing, and other lawn services to customers in the Scranton/Wilkes Barre and Allentown, Pa. metro areas. HCI Equity Partners, a private equity firm partnering with lawn care providers in the region, has partnered with Custom Lawn Care (Butler, Pa.), Delaware Valley Turf (Broomhall, Pa.), and Brookside Lawn Service (Medina, Oh.) in addition to Grasshopper Lawns.

Bob Williamson, Pest & Lawn Director at Cetane Associates, commented, “I’ve known Marty for over 30 years. He’s a great guy and he built a wonderful company. It was a pleasure working with him and we wish him all the best in his next chapter.”

Cetane served as the sole arranger for ForBetter Green Tree & Lawn. Cetane advised on the sale, including an initial valuation opinion, marketing the business through a confidential process, assisting in negotiating the final deal terms, and coordinating the due diligence process. Team members Bob Williamson, Barrett Conway, Ford DuBose, and Dalton Brooks managed the transaction.

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We were very pleased to have such a knowledgeable and experienced company in our corner with the team at Cetane. It was obvious that they knew the best process and how to get the ball over the goal line. Their advice throughout the process was greatly appreciated and we thoroughly enjoyed working with them.

— Steve Lombardi, Brodeur’s Oil, Moosup, CT