Not all firewood is created equal.
Good Fire is the only packaged firewood company that sources 100% of its wood from local wildfire mitigation efforts.
We partner with the people on the front lines of wildfire resiliency, repurposing hazardous wood that would otherwise be chipped, burned, or left behind.
By transforming wildfire risk into a resource, we're fighting fire with firewood—one box at a time.
The spark before the box
Good Fire is the vision of Scott Keneally, a storyteller and strategist with deep roots in Sonoma County.
Scott’s founder journey began in 2020, amid California’s escalating wildfire crisis. After years of evacuations, he decided to stop running and start helping.
He enrolled in Santa Rosa Junior College's Volunteer Fire Academy and, upon graduation, joined the Northern Sonoma County Fire Protection District as a volunteer wildland firefighter.
That winter, his commitment deepened when he joined the department’s pioneering Fuels Crew, working under nationally acclaimed Fire Chief Marshall Turbeville.
As a forestry technician, Scott cut firebreaks, cleared brush, felled and chipped trees, worked burn piles, and took part in prescribed burns.
He became keenly aware of how much fuel was out there — and how much of it was wasted.
Right around this time, he also began noticing that most local stores stocked the same packaged firewood brand. When he looked into it, he was shocked to find it was being trucked in from far away.
What in the actual?
Sonoma County — a veritable tinderbox of oak woodlands and dense forests — was importing millions of dollars of packaged firewood each year, while perfectly good fuel was being chipped, burned, or left to rot.
The irony wasn’t lost on him.
The absurdity was the a-ha.
And so it began.
Born in Sonoma.
Built to scale.
Good Fire is a local response to a growing crisis, but the challenge we’re tackling isn’t unique to Sonoma County.
Across the country, the wildland-urban interface — where forests and neighborhoods meet — is overloaded with dry, dangerous fuels, and there’s no clear, coordinated plan for what to do with them.
Good Fire aims to change that.
We’re building a scalable solution rooted in strategic partnerships and win-win outcomes for people, the planet, local communities, and economies.
Our goal is to prove the concept here, then bring Good Fire to other fire-prone regions ready for change.
We’re just getting started and building a broad coalition of mission-aligned partners — community leaders, public agencies, private landowners, nonprofits, foundations, and philanthropists — to help shape and accelerate the movement.
If that sounds like you, we’d love to connect.
Email: scott (at) goodfireproject.org
