Tradition Meets Technology: Farming for Flavor

We step into the world of premium winegrowing with two of Sonoma County’s most respected vineyard leaders.

First, we hear from Jake Terrell, Director of Vineyards at St. Francis Winery, who shares how his viticulture background and years managing vineyards like Monte Rosso have shaped his approach to sustainable farming. Jake outlines how timing, precision, and green practices drive quality grape production. He also discusses his role in revising the Code of Sustainable Winegrowing Practices, showcasing his leadership in building a more environmentally conscious wine industry.

Then, we’re joined by Glenn Proctor of Puccioni Ranch & Vineyards, whose winemaking heritage dates back to 1904. Glenn gives us a rare look at the art of letting the vineyard speak for itself, drawing on a century of family knowledge and old-vine farming. We also explore his broader experience in the wine industry — from leadership roles at Beaulieu Vineyard (BV) and Sterling, to becoming a partner at The Ciatti Company, the world’s largest grape and bulk wine brokerage.

Together, Jake and Glenn reflect on the evolution of the wine business, how sustainability and tradition are converging, and what the future holds for vineyard operations amid changing climate, consumer demand, and labor dynamics.

Listeners will walk away with an appreciation for what it means to farm for flavor, legacy, and longevity — and how lessons from the vineyard apply to agriculture across the board.

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