If you ever find yourself in Neenah, Wisconsin, you might drive past Automotive Top & Trim, Inc. without realizing the extraordinary holiday magic happening just beyond the business.
The shop, owned by Sue and Tom Schroeder, has been serving the Fox Valley’s auto, marine and custom upholstery needs since 1963. They pride themselves on quality workmanship, top-tier customer service and guaranteeing every customer’s satisfaction.
But come winter, the Schroeders switch gears from stitching interiors to trimming evergreens.
Behind their home sits Schroeder’s Forevergreens — a backyard Christmas tree farm that’s celebrating 50 years and has grown into something far bigger than the side hustle it started as.
Sue admits they really didn’t know what they were getting into back in the day. Business at the trim shop always slowed in the winter, so the couple figured planting a few trees might help bridge the gap. Tom’s famous line at the time was, “How hard can it be?” Sue laughs today because, as she recently told NBC26, “We’ve done everything wrong, a few things right,” but somehow the little farm kept growing.
And growing. And winning awards. And, eventually, sending Christmas trees all the way to the White House.
One of Sue’s proudest keepsakes is a photo of herself with former First Lady Michelle Obama, along with a picture of their beautifully decorated tree standing tall in the White House Blue Room. Not bad for what started as a winter side gig to support their upholstery shop.
Every year, their quiet residential property transforms into a full-blown Christmas destination. Families from around the state come out to walk the fields, pick a tree and be part of a tradition the Schroeders have nurtured for half a century.
They don’t just serve local families, either. The Schroeders make a point to give back by donating trees to military families at Fort Sill, Oklahoma. A truck rolled in recently to gather the latest batch of donated evergreens — a gesture that sends a little piece of Wisconsin Christmas cheer to service members far from home.
Looking back on 50 years, Sue says simply, “It’s been a good, good run.” And it’s clear this isn’t just a business milestone. It’s a family legacy rooted in the same spirit that makes Automotive Top & Trim such a trusted name in upholstery: care, craftsmanship and a deep sense of community.
Read the original story (and watch a cool video) on NBC26: “Neenah backyard Christmas tree farm celebrates 50 years of holiday traditions.”
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