Darren Crouch on What the Time 100 Climate List Means for Deathcare—and Why Green Options Matter More Than Ever

Without fail, the conversations we have with the subjects of our Connecting Directors features always remind us why this profession matters—and why it must continue to evolve. That was certainly the case when we spoke with Darren Crouch, founder of Passages International, following the news that he had been named to the TIME 100 Climate list. Yes, that list—the one that includes heads of state, global financiers, the King of England, and even the Pope.

“I’m still pinching myself,” Crouch told me. “I couldn’t believe it was actually happening.”

A hard secret to keep

His inclusion came after a journalist researching the Green Burial Council interviewed him about the environmental impact of funerals. A few weeks later—just days before the NFDA Convention—he learned he’d made the list. 

“They told me on the Thursday or Friday before NFDA,” he said, adding that he had to keep quiet until the list was published. When it finally went public, the honor led him to Brazil during the same week as major global climate gatherings tied to COP30 Summit and Prince William’s Earthshot Prize. 

“It was really, really inspiring just to be there,” he said, surrounded by policymakers, investors, and sustainability leaders from around the world.

Preservation vs. sustainability

What is most striking, though, was not the glamour of the recognition, but why Crouch was recognized in the first place. His work highlights one of the hardest truths facing the deathcare profession: conventional funerals, as we have historically practiced them, are not environmentally sustainable.

“Conventional funerals historically in this country have been about preservation,” Crouch said. “We embalm the body so it doesn’t decompose… It’s all about preservation. But that’s not how Mother Nature intended this thing to work. We take from the earth our whole lives — whether it’s the water that we drink, the air that we breathe, or the food that we eat — and then when we die, we say, ‘Screw you—you can’t have anything back.’”

Green burial and more thoughtful cremation practices offer a different philosophy—one rooted in returning, rather than entombing. Natural burial, biodegradable urns, clean-burning cremation containers, and sustainable caskets allow families to make what Crouch called “our final, last decision… a sustainable, renewable, powerful, meaningful decision.”

Practical solutions to an urgent issue

The urgency goes beyond values; it’s also practical. Many communities are running out of cemetery space. Cremation rates are still steadily on the rise, if slowly. Yet, as Crouch pointed out, deathcare often treats cremation as a transactional afterthought. 

“We cremate a body, we give people the remains, and it’s like, ‘Good luck. Go figure it out,’” he said. “If we did the burial equivalent, it would be like embalming a body and saying, ‘Good luck—go figure it out.’”

That gap is one reason Passages launched its Etern.Life memorialization platform, which allows families who scatter cremated remains to geolocate the scattering site and create an online memorial. It offers something cremation families often lack: a place to return, reflect, and remember.

“We have to go where the consumer is,” Crouch said. “The consumers are already here. We need to get on board or get off the bus.” 

That means acknowledging the demand for scattering, green burial, and cleaner cremation—and creating services around them rather than resisting them.

Being named to the TIME 100 Climate list may be a personal milestone for Darren Crouch, but it’s also a signal to the deathcare profession. The world is paying attention to how every industry, including deathcare, impacts the planet. Green options are no longer fringe—they are central to remaining relevant, ethical, and economically viable.

Tomorrow night, Tuesday, December 16, Death Care professionals will come together with another of the Cremation Association of North America (CANA) sponsored virtual Funeral Professionals Peer Support Meetings. . . . .A press release from CANA makes this comment, “Between family obligations, work commitments, and winter weather, the holiday season can herald a uniquely stressful experience. Take some time for yourself . . ”

The press release goes on to say this about tomorrow’s virtual event:

 

“Amidst the gatherings and celebrations are long nights,many obligations, and the unique grief this month can bring.That’s why we need to take a moment to offer ourselves and our colleagues the same grace that we give our grieving families. We can acknowledge that we don’t have all the answers, especially when we’re facing our own personal and professional stressors.

 

(Tomorrow night) Kelly Manion facilitates the monthly peer support meeting for us all to take some time to unwind with people who “get it.”  With over 25 years dedicated to purpose-driven work in grief and over a decade of experience in the funeral service profession, Kelly understands the unique hardships and joys of this time of year.  By providing space to talk about our grief, Kelly will help us understand the unique ways we all grieve and how to maintain our care for ourselves and our colleagues in the midst of it.”

To learn more about the Peer Support Network and register for tomorrow’s free virtual meeting of funeral professionals click here.

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“A servant’s attitude guided by Christ leads to a significant life”

Two Funerals At The Same Time? | FFFW 235

Happy May, y’all! In my head, May is summer. Really, there are only two seasons: Summer and Winter. Spring and Fall are more like vibes than seasons. So, right now, this Summer feels like Spring. In 6 months, Winter will feel like Fall.

Most of you will disagree with that but that’s okay. I’m out here living my own life.

Here’s a GIF of a giraffe!

“The announcement that Facebook will delete live streams older than 30 days reveals a critical disconnect between platform policies and the reality of grief. Grief doesn’t follow a 30-day timeline. Our data shows 30% of funeral viewings happen after that 30-day window. For an average funeral home, that’s over 2,500 families annually who will seek comfort in a service recording only to find it gone. This should serve as a wake-up call for funeral professionals to invest in solutions where they maintain ownership and control of their content, rather than entrusting these precious memories to platforms with competing priorities.” – Shane White, CTO of MemoryShare

MemoryShare is here to help.

Funeral homes affected by these changes can schedule a call with MemoryShare to receive 3 months of unlimited streaming and recording. Their team will handle all training, transfer your existing videos, and provide a complimentary 20-minute training session for your staff. MemoryShare is committed to funeral homes and ensuring a smooth transition with zero disruption for the families you serve.

Call 469-983-4832 to learn more and meet with a MemoryShare professional who will guide you through the process. Mention Disrupt/Connecting Directors to claim a bonus gift!

Local Funeral Home Accidentally Schedules Two Services at Same Time, Declares It a “Double Feature”

PEORIA, IL — Chaos erupted and then promptly rebranded as opportunity at Rolling Pines Memorial yesterday when the funeral home accidentally booked two services in the same chapel at 2:00 PM—and decided to just roll with it.

“We were about to call one family and reschedule,” said manager Jillian Price, “but schedules are hard to work out, so we just wanted to see if it was that big of a deal.”

The chapel quickly adapted, placing two caskets side by side and alternating eulogies every 10 minutes. A slideshow screen was split down the middle. Left side: patriotic flag background. Right side: golf course at sunset.

“Honestly, I thought it was going to be a disaster,” said organist Randy Feldman. “But I just mashed the patriotic hymn with ‘Danny Boy’ and people wept.”

Families were offered color-coded programs, and an usher politely clarified which descendant was being referenced after each speech.

Trivia

Choose the correct answer and you’ll see a puppy. Get it wrong and you’ll see someone hurting themselves.

Which of the following burial requests actually took place in the United States?

Answer Choices:

A) a man buried in his Corvette, upright like he was driving
B) a person buried with their cell phone on, and a charger plugged into a solar panel
C) a woman buried in a casket filled with cheese puffs

You Otter Be Proud

Here’s some good news going on in the profession.

1.  Unique Program Recycles Pacemakers Retrieved from the Deceased
2. People Magazine Covers Funeral Profession Story
3. Fifth-generation funeral director Jeff Monreal helps families grieve, celebrate loved ones

When a loved one passes away, it can be an incredibly difficult and emotional time for family and friends. One of the important decisions that must be made during this challenging period is choosing the right funeral home to handle the arrangements. Rochester, NY funeral homes
are staffed by compassionate funeral directors who provide the necessary support and expertise to ensure a meaningful and personalized memorial service. In this article, we will discuss the crucial role of funeral directors and how they can help you navigate the complex process of planning a funeral.

The Role of Funeral Directors

A funeral director is a licensed professional
who specializes in assisting families with funeral arrangements. They have the knowledge, experience, and resources necessary to help you plan a fitting tribute to your loved one. Their responsibilities include:

Coordinating Services:
Funeral directors work closely with families to organize a service that honors the deceased’s life and preferences. This includes coordinating with clergy, musicians, and other service providers.

Legal Documentation:
They are responsible for preparing and filing necessary legal documents, such as death certificates and burial permits.

Transportation:
They arrange for the transportation of the deceased from the place of death to the funeral home and subsequently to the final resting place.

Preparation of the Deceased:
Funeral directors oversee the preparation of the body, including embalming or cremation, as well as dressing and casketing.

Compassionate Support and Guidance from Funeral Directors

Funeral directors are keenly aware of the emotional toll that losing a loved one can have on a family. To help families navigate their grief and cope with the loss, they provide compassionate support and guidance throughout the entire process. This includes:

Emotional Assistance:
Funeral directors are trained to offer emotional support, addressing any concerns or questions the family may have and providing a comforting presence during a difficult time.

Customized Services:
They work closely with families to create a personalized memorial service that truly reflects the life and personality of the deceased, ensuring a meaningful and memorable experience for all in attendance.

Grief Resources:
Funeral directors can recommend grief counseling services, support groups, or literature to help families through the grieving process.

Financial Guidance:
They can help families understand the costs associated with funeral services
and provide advice on making the most of their budget.

Selecting the Right Funeral Home

Choosing the right funeral home is crucial to ensuring a positive experience during a challenging time. When evaluating Rochester, NY funeral homes, consider the following factors:

Reputation:
Look for a funeral home with a strong reputation for providing compassionate and professional services.

Facilities:
Visit the funeral home in person to assess the cleanliness, comfort, and overall atmosphere.

Services Offered:
Make sure the funeral home offers a range of services that meet your specific needs andpreferences, such as traditional burial, cremation, or green burial options.

Pricing:
Compare prices among different funeral homes to ensure you receive the best value for the services provided.

The Importance of Choosing the Right Funeral Home

In times of loss, finding the right funeral home
is essential to help families honor their loved ones and receive the support they need. Funeral directors at Rochester, NY funeral homes, are dedicated to providing the expertise and compassionate guidance required during such challenging times. By carefully considering the factors outlined in this article and exploring various options like Rochester Cremation, you can make an informed decision and select the funeral home that best meets your needs and wishes.

Grief is a profound, complex experience that many of us will face at some point in our lives. Whether it’s the loss of a loved one, the end of a significant relationship, or any other form of bereavement, the impact on our emotional and physical wellbeing can be extensive. For those who have recently attended services at Henrietta, NY funeral homes
, understanding grief and the passage of time is crucial for the healing process.

The Initial Stages of Grief

Immediately following a loss, individuals often find themselves in a state of shock and denial. Emotions are raw during this period, and the reality of the situation may not fully register. These initial reactions serve as a protective mechanism, cushioning the immediate blow of the loss.

Transitioning Through Grief

As time moves forward, so does the nature of grief. Anguish and pain may give way to a deep longing or yearning for the deceased. The journey through grief
is intensely personal, and the duration of each stage differs from person to person. Although there is no set timeline for how long someone should grieve, many people find that the sharpness of their pain lessens over time.

The Role of Rituals and Remembrance

Services to honor the departed, such as memorials or celebrations of life, offer a structured way to begin processing grief. While a funeral is often seen as a final farewell, it can also mark the commencement of healing. Beyond the services, creating personal rituals or finding ways to commemorate the lost loved one can maintain a connection while still allowing for progression through grief.

The Physical Expression of Grief

Grief is not only emotional but physical. The body responds to the stress of loss in various ways, and recognizing the signs of physical grief is fundamental in coping. Rest, nutrition, and gentle exercise can offer some relief and support the body’s ability to heal during these taxing times.

Coping Mechanisms and Support Systems

As healing progresses, finding effective coping strategies is crucial. This might involve seeking the support of friends and family, joining support groups, or exploring creative outlets like writing or art. Professional help from counselors or therapists experienced in bereavement can also provide guidance.

The Forging of a New Normal

In time, individuals adapt to their loss and begin to redefine their sense of normalcy. Integrating the loss into one’s life and identity marks a turn in the grief journey where individuals often find new strengths and ways to move forward, carrying memories with them but not being defined by their loss.

The Non-Linearity of Grief

It’s important to remember that grief is not a linear process. Anniversaries, holidays, or even small reminders can evoke memories that resurface feelings of sadness. This is a natural part of the healing process and does not mean one has regressed in their journey.

How Time Influences Healing

Over time, the intensity and immediacy of grief typically recede. Time allows for reflection, adaptation, and even growth. Although the saying “time heals all wounds” may not be entirely accurate, as some scars remain, it is true that time often brings a level of comfort and adjustment that was not initially present.

Conclusion

In conclusion, for those who have experienced loss and began their journey of grief at Henrietta, NY funeral homes
, know that time can be a compassionate ally in the healing process. Everyone’s experience with grief is unique, and there is no correct way to navigate it. At Rochester Cremation
, we understand the complex nature of bereavement and offer supportive services to honor your loved ones and assist in your journey towards healing. To find closure and peace, give yourself permission to grieve in your own time, and embrace the support of those who can guide you through.

There’s Still Time to Immerse Yourself in the Transformative World of Terramation at TerraCon 2025

Can you feel it? That spine-tingling excitement that’s bubbling through deathcare right now is pure anticipation for the year’s first big gathering where we’ll dive deep into all things natural organic reduction (NOR): TerraCon 2025.

On February 4 and 5, more than 250 impassioned NOR enthusiasts and knowledge-seekers from all over the globe will flock to the Greater Tacoma Convention Center in Tacoma, Washington for the second annual TerraCon event. Along with an additional estimated 700+ folks joining in online, this eclectic group of funeral professionals, mortuary students, environmentalists, and legislators will together delve into pretty much every aspect of this relatively new — but rapidly growing — disposition option.

“Twelve states now have legalized with many more waiting in line,” says Micah Truman, Founder and CEO of Auburn, Washington-based Terramation provider Return Home, explaining that this year’s registration, vendors, and speakers reflect an expanding curiosity about the process. “It’s really exciting. We have senior leadership from some of the larger conglomerates coming in, senior regulators from California and Canada, and funeral directors from across America, all across Canada, and from Australia, England, Germany, Holland, and Vietnam.”

Last year’s inaugural gathering was less “convention” and more “movement.” Attendees used words like “palpable positive energy,” “incredibly insightful,” and “inspiring” to describe the experience, which included a full, diverse slate of speakers and events. This year’s jam-packed agenda promises even more, says Truman.

“We have Monsignor Schallenberg coming in from Berlin, Germany,” Truman says. “He’ll be explaining the Catholic Church’s position, which is in support of our mission and a preference over cremation. Also from Germany, we have the leading soil scientist who also has a master’s degree in forestry and a degree in forensics; he will co-present with Jean Bonhotal, head of soil science at Cornell University. We also have four family panels — an incredible group — one of which drove their loved one all the way up [to Return Home in Washington] from California.”

This unusual mix of real Terramation families, global religious authorities, scientists, legal experts, and members of the deathcare community is just one of the elements that makes Terracon so much different from a traditional industry gathering. No topic is off-limits, and there are no dumb questions. This welcoming platform has no doubt helped Truman and his team attract twice as many participants and vendors as in 2024, including a huge cohort of more than 600 students from 11 mortuary schools joining others remotely — and taking part in a fun new interactive feature.

“This year, National Guardian Life put a really cool idea forward,” Truman explains. “After each presentation, NGL will post a question about the funeral industry on the screen along with a QR code to use to answer — we’ll have seven questions over one day. Then we’ll coalesce that information into a report about what people are feeling about the future of our industry, and NGL’s Judy Olson will present the results. That will be really cool.”

Other surprises participants can look forward to this year include an NOR-themed Hot Wingspanel and an exclusive preview of a Sundance Film Festival Award-winning documentary on the topic of Terramation and featuring the Return Home team — one of three such films currently in production.

There’s still time to reserve your spot for TerraCon 2025! Limited in-person tickets are still available here through February 3, as are discounted rates at convention partner Hotel Murano, and reservations for in-person tours of the Return Home facility. Plus, virtual registration will be available through February 3. Micah Truman and the Return Homies welcome your questions, so feel free to reach out to them at info@returnhome.com.

I’ve told you before that I get my inspiration for articles from the strangest of sources.  The other day I was on YouTube and looking for a certain speech presented by then President Ronald Reagan.  For whatever reason, this clip of United States Gold Medal hockey goalie Jim Craig came up as a recent guest on a podcast.

I’m a hockey fan and being from Minnesota, like many Minnesotans, have some type of connection with that 1980 Gold Medal winning hockey team dubbed “The Miracle on Ice”.  In listening to the short 7-minute podcast with Craig I realized that a couple of factors that Coach Herb Brooks instilled in those college kids gave them some of the necessary tools to compete against the Russian professionals and win.

What were those factors?  In my book they were “competitiveness” and “time horizon”.  Craig pointed out that as huge underdogs the committee people at USA Hockey wanted to put a team on the ice that would be “competitive” and not embarrass the United States hockey community.  Craig pointed out that attitude bothered Coach Brooks.  Brooks asked the players “Do you want to ‘Win’ or do you want to just ‘Compete’”?

Goalie Craig also pointed out that most United States Olympic teams are put together and then play a few games in two or three weeks before competing in the Olympic games.  In Brooks opinion that was not enough of a “Time Horizon” to build what he wanted to build — A winning team.  The 1980 Olympic team lived together almost 7 months and played 40 games prior to the Olympic games.  In Craig’s opinion, that gave Brooks enough time to instill confidence and build a team and it gave the players enough time to “form a family”.

So, how exactly is that thought process part of a funeral home business.  My take is that you can go out and give great service to those that call you and be happy and content doing just that.  I would consider that “competing”.  However, if you can take how you serve families and expand that in your market or other markets you are making a difference and “Winning”.  And, it is not just about the financial aspect of winning. . . . .your new families are “winning” by having access to the services that have provided your growth.

In my book, if you are growing in market share your services and care of families are probably better than your competitors so these potential client families also win.

Now the time horizon part. . . . . If you are in a two funeral home town and you both do about a 50% market share you cannot, even with exemplary service coupled with low prices, expect to get to 75% market share overnight. . . or in one or two years.  But, with an extended “time horizon” you can get there and make your funeral home much more valuable.

I was never smart enough to do that strategic planning when I was younger.  But, I was competitive.  I always wanted better financial results than my budget in a 12-month period and I always wanted to exceed my services expectation and market share each year.  Those were three things that I tracked almost daily — Financial operations, case volume, and market share.

I was in a market that was almost 50-50% when I started. . . Although our funeral home had a little better than 50%.  After a few years my market share was going up as was my case volume.  There was a point where I realized that if I could simply drive a 1% market share increase each year, when I wanted to retire in 30 years I would have an almost 90% market share and a very valuable funeral home in my market.

I then put in strategies such as a more agressive preneed program and a customer retention program in Aftercare to reach that goal. . . . .and guess what? . . . . About 25 years later that’s where I ended up — with the ability to, under mostly friendly terms, acquire my competitor and enjoy 100% of the market share until I sold the business later on.

Coach Herb Brooks used a proper “Time Horizon” to build a team capable of winning a gold medal. . . . and you can use a proper “Time Horizon” to build a business capable of being very valuable.

Tom Anderson
Funeral Director Daily

My Connection to the 1980 U.S. Olympic Hockey Team:  It’s interesting when you realize how young those players on the “Miracle on Ice” team were.  It was a day and age when America only brought its amateur athletes to the Olympic games while other countries brought professionals.  That’s all changed now.

The other thing to remember of that 1980 Olympic Hockey team is that 12 of the 20 rostered players were native Minnesotans.  Three of those players were freshmen hockey players at the University of Minnesota during the 1976-1977 school year and lived on the 2nd floor of Sanford Hall dormitory floor for that school year.  I also lived on Sanford’s 2nd floor that year.

Those players were Eric Strobel, Rob McClanahan, and Steve Christoff. . . . . and while they were Gopher hockey players, they were 18 and 19 year old students just like me.  It’s funny because I never remember talking hockey with any of them — I do remember talking about a certain class that one of them had with me and I also remember talking about what were they going to do for Spring Break.  They were just student/athletes. . . never did I think they would all have the notoriety that they now do. . . .to me they are always just fellow students doing what freshmen students do during their first year away from home at college.

Speaking of “Time Horizons”. . . . all of us are now in the latter half of our 60’s.  And, I’ve never seen or talked to them since we left Sanford Hall 48 years ago.

Three years after living in Sanford Hall I was at a Friday afternoon happy hour where the results of that USA-USSR Olympic game were being piped in periodically.  If you remember, the game was not televised live in America and when the final results came in chants of USA took down the place.

Early that Sunday morning I was glued in front of my television watching those three and their teammates win a Gold Medal for our country.

So, set those goals with a realistic timeline. . . .because that timeline will come faster than you know.

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“A servant’s attitude guided by Christ leads to a significant life”

It was less than two years ago in August 2023 when I heard the news about the fire that ravaged Lahaina and some other areas of Maui.  Turning on the news the scene looked like something I’d never seen in my lifetime and almost apocalyptic.  The Maui fire of 2023 destroyed approximately 6,271 acres and as I write this article as of Thursday (January 9) afternoon it is expected that the fires burning in the Los Angeles area are expected to consume from 27,000 to over 40,000 acres of California.

Truly, it is a tragedy of major proportions and people of that area are going to need help getting back on their feet.  And I’m guessing that there will be more than a couple of death care establishments and cemeteries that will have had their properties ravaged by the fire also.  In my opinion, it is imperative that NFDA and all colleagues help out in this situation where we can.

These fires have also brought a stark reality back to me and the days when I operated our business   —   that is, “Is your funeral home protected via insurance should something like this happen to you?”

Virtually every business has property and casualty insurance and, especially in this day of online business, it is very easy to re-new policies in effect from year to year.  While that can be well and good, and pretty simple, ask yourself if doing that is a sound way to know that you are properly insured?

Insurance is a simple concept. . .where the risks of many are pooled for the potential loss of one.  However, the actual reality of what your policy covers is not a simple statement.

In Minnesota we are fortunate that our MFDA (Minnesota Funeral Directors Association) puts on regional meetings every year in September.  Those meetings give practicing funeral directors and funeral home owners the ability to come together with our state association staff and the University of Minnesota School of Mortuary Science staff as well as representatives from our association’s preferred providers of Preneed insurance and property and casualty insurance.  It’s a great place to learn with a question and answer period with all providers.

Just this September a question was asked of the property and casualty insurer.  The question was about how much value to put on your building’s insurance policy.  The answer was interesting, and won’t surprise you as it was said that inflation and values had skyrocketed in the last couple of years and a “fixed property value” might leave one short of rebuilding money in the case of a loss.

Tom Anderson
Funeral Director Daily

It was suggested that you really need to know what a “replacement cost” for your facility might be and make sure that your policy was structured in a way that you would have enough insurance value to rebuild.  Simply from cumulative inflation since 2021 America has seen an approximately 22% increase in costs.  So, most simply, a building that you think would be worth $1 million might actually cost at least $1,220,000 if completely destroyed.

It sounds simple, but evidently the definition of “replacement cost” in a policy does not always mean what you might think “replacement cost” may mean.

I don’t pretend to be an expert on insurance, but that simple fact tells me that a good sit-down discussion with my agent discussing values, potential premiums, and all the available options, including deductible amounts should be an annual occurence.  And make sure that you understand what the nomenclature of the policy actually means. . . . . necessary insurance is too vital to your operation to not understand what you are paying for.

In my opinion, there is more than enough to worry about with a potential fire, tornado, hurricane, or water loss without having to worry about whether your insurance, and the nomenclature in the policy will cover the loss.

In the meantime, if you haven’t already, now is probably a pretty good time to say a prayer for our colleagues in the affected area of California.  They are probably in the process of figuring out how to get their businesses back up and running at the same time that client families also need their help in taking care of their loved ones.

National Funeral Directors Association (NFDA):  Click here to learn how to help our California colleagues

Information from the Red Cross on obtaining help or giving to the California Fire relief effort.

Related —  Here are a couple of related articles written in the last part of 2024 about the Property and Casualty insurance situation moving forward.  It’s amazing to me how the outlook may have changed so much, because of the current California situation, in the short time since these articles were written:

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“A servant’s attitude guided by Christ leads to a significant life”