Case Study - City Tree & Hedge

Wednesday 19 August 2026

From an old truck and a few dreams to one of Norwich's most trusted names in tree care

City Tree & Hedge is a Trading Standards Approved Norfolk Trusted Trader, offering a quality led tree surgery, hedge cutting and stump removal service for homeowners and businesses across Norwich and the wider East Anglia region.

“I started City Tree & Hedge in 2019, aged just 22, with one simple goal: to bring a genuinely quality led tree and hedge service to Norwich,” says owner Elliot Fullerton. “Looking back to those early days, with an old Ford Ranger and a slightly bent trailer, it is clear we have come a long way. Since then we have grown to take on jobs of every shape and size, from small domestic trimming and tree removal right up to large scale site clearance, picking up plenty of great new staff along the way.”

What he is proudest of is that the business has powered through adversity whenever it has reared its head, and never once compromised on quality, no matter how hard the job. That mindset is the thread running through everything they do.

Why standards matter in our trade

Elliot joined the Trusted Trader scheme on the recommendation of a friend and colleague. Promoting good standards of service and customer care in the Norwich tree surgery industry matters a great deal to him. Ours is a trade where the stakes for the customer can be high. It is worth thinking about the implications of an unprofessional team taking down a large tree right next to your house, and being independently vetted is one clear way for a good firm to set itself apart.

The vetting process itself was both thorough and straightforward. “Every question felt relevant, the knowledge of the assessor was reassuring, and overall it works exactly as it should,” he says. “The team were great throughout the joining process, and I have had no issues since.”

The difference membership has made

Since joining, there has been a real uptick in both the number and the quality of the enquiries the business receives, which is no great surprise when you consider how much trust a homeowner has to place in whoever they let loose on the trees around their home. Growth rarely comes down to any single thing, but there is no doubt that the scheme has been a noteworthy part of that success.

The feedback tends to land on the same things time and again: a tidy, respectful finish with every last cutting cleared away, a clear and honest quote agreed up front, and friendly, knowledgeable advice on the day. The business carries five million pounds of public liability cover, is happy to handle Tree Preservation Order and conservation area applications, and takes on work ranging from a single garden tree through to ongoing maintenance for a housing association and clearance for commercial sites. It is a service the team are proud to put their name to.

“Trusted Trader lets us show customers we don't just talk about quality, we mean it. It has proven a notable factor in our recent growth.”

The people who make it possible

“I cannot talk about how far we have come without talking about the people who got us here,” Elliot says. “So many great tree surgeons from around Norfolk and Suffolk have helped along the way. We have done some fun jobs and a few less than fun ones, but the team have been spectacular through all of it, and I could not have asked for a better bunch of people.”

The customers get a mention too. “We have also been very fortunate to work for some truly wonderful customers, and on some amazing specimen trees, right across East Anglia.”

Looking ahead

“I am always one for ambition, and we are aiming to be one of the very best tree surgeons in Norwich,” Elliot says. The plan from here is simple: keep delivering for customers and keep growing the business steadily, the same way it has been built so far. “If we can carry on working with great people on great trees, it would be hard to complain.”

Elliot Fullerton
Owner, City Tree & Hedge

Questions we are often asked

Which areas do City Tree & Hedge cover?
Norwich, the rest of Norfolk and the wider East Anglia region, from a single garden tree through to ongoing maintenance for a housing association and clearance for commercial sites.

Do I need permission to work on a protected tree?
Often, yes. Where a tree is covered by a Tree Preservation Order, or stands in a conservation area, the council has to be notified or consent obtained before the work starts. City Tree & Hedge handle Tree Preservation Order and conservation area applications as part of the job.

Has City Tree & Hedge been checked by Trading Standards?
Yes. City Tree & Hedge is a Norfolk Trusted Trader member, a scheme run in partnership with Norfolk County Council Trading Standards, and the business and its owners have been checked and approved by Trading Standards. Trading Standards do not inspect or approve individual jobs, so the workmanship is judged in the customer reviews on the profile.

• View City Tree & Hedge's Norfolk Trusted Trader profile.
• Read City Tree & Hedge's verified customer reviews.
• If you would like to become a Trusted Trader, you can apply here.
• If you are a Trusted Trader and would like to leave a case study either as text or as a video, get in touch.