Who we are header photo

Who We Are

Proceed with
purpose on
the road less

Proceed with purpose on the road less traveled

We believe that, in order to be truly appreciated, a thing must be fully experienced. That new roads bring unexpected pleasures. And that every fruit stand demands a full stop. On our tours you’ll be introduced to the local makers, artisans, farmers, and laborers – the ones who make this region so unique.



Jordan is a pioneer of innovation and challenging the norm. He began his career in consulting to later realize his passion lived elsewhere. Dropping everything he once knew, he set out to learn the ins and out of the wonderful world of production and winemaking across multiple countries. Jordan has spent 17 years in Sonoma, building restaurants and wine companies, and wants to share his passion for hidden family businesses of wine country with more people!

Alex is a native San Franciscan who just couldn't stay away. After some time in tech, he escaped and found himself drawn into operating a bar and event space in downtown San Francisco, 111 Minna Gallery. However, with a kid on the horizon, he has decided to step away from the hustle and bustle of the city and lend his expertise in events and operations to a new venture. Alex loves all things food and drinks!

Sustainability, eco-driven, authentic, curated

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