Tag: Fresno

Matties Wood-Fired Pizza set to grow business

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With a plethora of eating options at local farmer's markets, I decided to try Matties Wood-Fired Pizza. With fresh ingredients, including dough made fresh each day, the thin-crusted pizza's aroma lured me to join the food trailer's queue.
With a plethora of eating options at local farmer’s markets, I decided to try Matties Wood-Fired Pizza. With most ingredients grown locally, including dough made fresh each day, the thin-crusted pizza’s aroma lured me to join the food trailer’s queue.

With farmer’s markets springing up all over Fresno County in recent weeks, I joined the crowds in Old Town Clovis for the weekly summer street market.

While I initially wasn’t planning to eat dinner, my family and I stopped in front of Matties Wood-Fired Mobile Pizza Oven. The smell of freshly baked dough and local ingredients wood-fired in an Italian-made oven stopped me behind a queue of five patrons.

I have often joined the community bandwagon and eaten at local CartHop Fresno events, so pausing to watch my personal-sized, 14-inch, wood-fired pizza bake was a no-brainer. Cost? $6-8.

Owner Matthew (Mattie) Wolcott was kneading dough into thin crusted personal pies. The menu included up to 12 varieties of Neapolitan-inspired pizzas (VIDEO). My first taste of Matties Wood-Fired Pizza was split with my twenty-something daughter, Brittany. We decided to share two pizzas: 1) Pizza Vera: caramelized onions, fresh thyme with Maytag blue cheese and Enzo olive oil; 2) Mattie’s pistachio pesto pizza with fresh mozzarella, San Marizano tomatoes, and bacon.

Owner Matthew (Mattie) Wolcott left the education field to pursue Italian cooking, dreaming to cook and entertain with an authentic Italian oven.
Owner/operator Matthew (Mattie) Wolcott left the education field to pursue Italian cooking, dreaming to cook and entertain with an authentic Italian oven.

The pizzas came out piping hot. The mozzarella bubbled and the bacon’s aroma melded with the smokiness that one only gets when the BBQ cooks with almond and/or fruit wood. The freshly ground pistachio pesto was brilliant on the slightly charred, crispy crust, adding texture to the pizza. The tomatoes? Well, they were fresh, ripe, red, halved and full of flavor.

“We are pushing the pizza envelope,” Wolcott said. “We are pushing the pizza tradition, creating gourmet pizzas on wheels. This is good, clean, simple food. I’m just a simple person, using great flavors. Living in Valley I have access to incredible ingredients and I believe I am making incredible wood-fired pizzas.”

Mattie said his favorite pizza is the Vera. I concur. I’m a caramelized onion fan as well. That may be due to my own extensive time in the kitchen. The pizzas did not last long as we chowed down on the sweet and savory flavors.

Matties is gourmet pizza at its best. I must admit I longed for a glass of Paso’s Tablas Creek Estate Rosé, Santa Ynez Valley’s 2009 Martian Vineyard Grenache Rosé, Villa Creek’s Pink, Caliza Winery’s Pink or other Rosé alternatives.

However, the wine or beer option is only available for those who attend one of Matties weekly private parties. A bottle of iced water filled in just fine this time as June in the Central Valley heats up.

I shared two pizzas with my daughter 1) Pizza Vera: caramelized onions, fresh thyme with Maytag blue cheese and Enzo olive oil; 2) Mattie’s pistachio pesto pizza with fresh mozzarella, San Marizano tomatoes, and bacon.
I shared two pizzas with my daughter 1) Pizza Vera: caramelized onions, fresh thyme with Maytag blue cheese and Enzo olive oil; 2) Mattie’s pistachio pesto pizza with fresh mozzarella, San Marizano tomatoes, and bacon.

After working in the performing arts field for four years, Wolcott (43) taught elementary school for two years before becoming a consultant for a publishing company in the Bay Area. He served as a local rep. selling textbooks and later led a charter school for three years. However, by 2010, he grew dissatisfied with his role in education.

“I really didn’t believe in the way education is mapped out. It was hard to sell something I did not believe in,” Wolcott said. “My passion for education began to wane. I didn’t like the education philosophy.”

However, despite his career choices, he has always had a interest in cooking. In fact, Wolcott used to watch the 1980’s PBS show, Ciao Italia, with Mary Ann Esposito and still follows it when he can.

The wood stone floor is kept at 750 degrees. The beauty of a wood-fired oven at that the temperature ensures the crust will not be soggy and the radiated heat cooks the top ingredients quickly.
The wood-fired oven stone floor is kept at 750 degrees. The beauty of a wood-fired oven is that its high temperature ensures the crust will not be soggy and radiated heat cooks the top ingredients in about two minutes.

“I’ve stuck with Italian for most of my life and so I felt it was time to strike out on my own, sharing my passion: wood-fired pizzas. I just wanted to cook. So I worked with someone in the Bay Area and began catering for two summers while I still was in education. That became the impetus for me to get a food trailer and begin making pizzas on my own almost three years ago.

“I knew I wanted to use a wood-fired oven, but it is my dream to cook and entertain with an authentic Italian oven. I turned to the Mugnaini Inc. from Watsonville who have been importing wood-fired ovens from Italy for 20 years.”

Matties Wood-Fired Pizzas start with fresh pizza dough made from scratch using Giustos flour out of South SF because it was recommended by a cooking school in Healdsburg. And while fresh local ingredients most often make a tremendous difference in culinary presentation, Wolcott believes the wood-fired oven changes everything.

“There is an art to it,” he said. “No gas flame here. I wanted to bake pizzas in an old-world style in an oven that will dry the dough quickly and brown evenly. While the pizzas are baking in the oven, they must be rotated to evenly cook. We usually use almond but apple and peach wood is also being used this summer. I love the smell of the wood in each pizza.”

Matties Wood-Fired Pizza can create 12-15 different pizzas and can be found at the local CartHop events, farmer's markets and private parties.
Matties Wood-Fired Pizza can create 12-15 different pizzas and can be found at the local CartHop events, farmer’s markets and private parties.

Mugnaini Inc. Italian wood-fired pizza oven (VIDEO)

The wood-fired oven’s stone floor is kept at 750 degrees and takes about two hours to reach that temperature. The beauty of a wood-fired oven is that its high temperature ensures the crust will not be soggy and radiated heat quickly cooks the top ingredients. The average time for a pizza in the oven is about 2-2.5 minutes.

Matties factoid: Mattie Wolcott’s favorite pizza is caramelized onion and blue cheese with thyme. He says it is great with a salad. He also says pizza lovers might try a bubbly Lambrusco Le Grotte white wine on hot summer days.

However, when he was pressed, Wolcott said he was mostly a red wine drinker. His favorite is/was the Jordan Winery ’95 Cabernet. However, he went on to say that he is not a traditionalist to wine choices with food.

Wine pairing anyone?

Currently Wolcott is relying on referrals to build his pizza-loving clientele and has only used one postcard mailing. His team uses a trailer equipped with a Mugnaini Italian oven and an enclosed tent to create the pizzas. His goal is to add a second mobile oven on a 20-foot trailer with a full kitchen. He plans on joining the other food trucks at events, including weekends at Bella Frutta.

Matties Wood-Fired Mobile Pizza Oven is a wonderful food alternative for those stopping for lunch/dinner at local farmer’s markets, a family reunions/gatherings, graduation, weddings, corporate parties/events, bridal rehearsal parties, baby showers and graduation parties. It reminds me of homemade Italian pizza.

Mattie’s has set up for oven-fired pizzas in backyards for small parties to large events at wineries. All they need is about three-four hours of prep. time before each event and an approximate number of guests. Each event may have additional costs, but Wolcott said a flat $350 fee would cover about 25 guests with each additional pizza eater rate at $6-8 for a 2-4 hour event. Matties will serve up to five pizza varieties at an event.

Pizza The sausage pizza has tomatos, Tuscan pork sausage, mixed mushrooms on an alfredo base.
The Alfredo sausage pizza has tomatos, Tuscan pork sausage, mixed mushrooms on an alfredo base.

On a typical day, Matties will wood-fire 100-200 pizzas but will increase those numbers for larger events. They have 12-15 different varieties.

Matties Wood-Fired Pizza Menu:

Monday: Site views/visits to map out area for private parties. Food offerings include but are not limited to wood-fired pizza, salad, dessert (berry crisp) biscotti, pasta bars, dinner party appetizers, roasted egg plant, arugula goat cheese, butternut squash, etc.

Tuesday: River Park Farmer’s Market, 5:30 – 9 p.m.

Thursday: CartHop Fresno, Fulton Mall, 11 a.m. – 2 .pm.

Friday: CartHop Fresno, Eaton Plaza, 11 a.m. – 2 p.m.

Friday: Downtown Clovis Farmer’s Market, 5:30 – 9 p.m.

Finally, in an effort to increase business, Matties needs a bigger trailer. He is hoping that through social media, referrals and a Kickstarter account , a new $40,000, 20-foot trailer can be built by the end of 2013. Wolcott said he has already contacted West Coast Trailers in Madera for the specs. on a new trailer.

“I couldn’t have built Matties Wood-Fired Pizzas without the help of an army of people,” Wolcott said. “So many people have come along side of me to encourage and put their time in by volunteering hours upon hours to help me build a viable business. The Valley and Fresno/Clovis have been very good to me; the community has been so supportive.”

So through the Twitter, Facebook and Instagram social media, referrals and repeat customers, Wolcott is hoping to grow his business just a little more with a Kickstarter account. He said he felt awkward to ask people for money–even weird. However, this is an avenue he felt his supporters might consider. So if you are inclined to foster a home-grown business, #BeABacker: Mattie needs a bigger home.

For more information on Matties Wood-Fired Mobile Pizza Oven, call Matthew Wolcott at 559.917.1969 or email him at mattiesmobileoven.com. He can also be reached through Twitter: @MattiesPizza.

For more information on the Fresno’s food truck growth, including Matties Wood-Fired Pizza, watch the video, CartHop: Moving Food Forward by CreativeFresno559.

Carthop: Moving Food Forward

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Also be sure to read my Feb. 11, 2013, post: Bella Frutta hosts food truck hub each weekend.

NOTE: After struggling through illness during the winter, I am refocused and determined to restart TalesoftheCork on a weekly basis. Thank you for returning and a hearty cheers to you.

READERS: Have you tried the meals on wheels trucks or been to Bella Frutta? Leave a comment at the bottom of the article.

For more TalesoftheCork stories, scroll to the top of the menu bar or read The Grape Tray reopens in Fresno’s Opus I Center .

Bella Frutta hosts food truck hub each weekend

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For nearly three months Bella Frutta on Willow and Shepherd has hosted food trucks, creating a local food port similar to other west coast cities.
For nearly three months Bella Frutta on Willow and Shepherd has hosted food trucks, creating a local food port similar to other west coast cities.

While Portland, Seattle and San Francisco all have local meals on wheels (food trucks), traditionally Clovis/Fresno has been served mostly by taco truck vendors. However, in the last three years, street food mania is roaming across the Central Valley, boasting mobile dinners that have diners returning to curbside cash and carry.

After the success of Taco Truck Throwdown 2 at Chukchansi Park at the end of August 2012, four trucks continue to make a name for themselves beyond downtown Fresno. While tacos make up the daily menu, each are creating a niche that has patrons standing in line. The Bella Frutta property hosts four food trucks each Saturday from 9:30 a.m. to 4 p.m. and often on Sundays on the corner of Willow and Shepherd.

While Bella Frutta is known for its fresh fruits, vegetables, nuts and olive oil, gift baskets are available year round.
While Bella Frutta is known for its fresh fruits, vegetables, nuts and olive oil, gift baskets are available year round.

Vincent Ricchiuti, Director of Operations at P-R Farms, Inc. , says Bella Frutta’s family fresh produce store is teaming up with four Valley food trucks to create the best weekend urban dining option in the two cities.

“After seeing the success of urban dining during trips this past year to San Francisco, Seattle and Portland,” Ricchiuti said, “I thought why can’t the Central Valley create a hub and food port? The area grows almost all the ingredients that make up great food, so why not make it happen here?”

And as it happened, it seems creative minds were working independently of Ricchiuti three years ago. All four food trucks who line the parking lot of Bella Frutta began independently creating delicious meals ala San Francisco’s Ferry Building.

TRUCK NO. 1: DUSTY BUNS
Dustin and Kristen Stewart, graduates of San Francisco’s Le Cordon Bleu, wanted to open a food truck in the Big City that specialized in local and organic ingredients. But combined with the need to purchase a truck and the $10,000 start-up fees, opening a food service on wheels proved impossible. So they decided to move to the Central Valley where most of San Francisco’s food trucks’ “local ingredients” came from.

Kristen, born and raised in Dinuba, California, convinced Dustin the San Joaquin Valley would be a natural place to begin. So the couple began to search for, buy and refurbish a taco truck they found in Selma. They dubbed it . . . “Dusty Buns.”

Dusty Bun creations are all made from scratch, including the original Eggman w Niman Ranch Ham (top left), -Linguica Chili Fries w/ Rumiano PepperJack and (right) and the original Original Dusty Bun-Mary's Organic Chicken slow roasted in our Chipolte sauce with a California sesame cabbage slaw.
Dusty Bun creations are all made from scratch, including the original Eggman w Niman Ranch Ham (top left), -Linguica Chili Fries w/ Rumiano PepperJack and (right) and the original Original Dusty Bun-Mary’s Organic Chicken slow roasted in our Chipolte sauce with a California sesame cabbage slaw.

“We found our food truck working the farm fields selling tacos,” Kristen said. “It was bright pink and we repainted it bright green and gold. While the colors weren’t exactly what we wanted, it works; the citrus and California color scheme are a perfect match for who were are. While we never sold to field workers, we did meet some of the farmers. Later we began our business selling on the streets of downtown Fresno … after we got our zoning clearance. Wishon downtown was our first beat.”

Dusty Buns is a kitchen on wheels. And, according to husband Dustin, the married couple of three years makes everything they sell from scratch. Their EggMan sandwich has a freshly baked bun, a slice of Niman Ranch ham, aged white Cabot cheddar cheese and a local fried egg from Page River Bottom Farm. Downright delicious and unique.

“We have someone come into our Dusty Buns Bistro near Fresno High and make all our buns in-house,” Dustin said. “We make all our own sauces for the sandwiches and coleslaw, grind maize for our tacos; we even make our own ketchup for the side of potatoes. And whatever we don’t make, we buy from local farmers or businesses who also only use the finest local ingredients. We promote local farmers who pursue organic and/or bio-dynamic practices.”

Kristen and Dustin Stewart made the commitment to Dusty Buns in Fresno after moving from San Francisco nearly three years ago. They own the Dusty Buns food truck and Dusty Buns Bistro near Fresno High.
Kristen and Dustin Stewart made the commitment to Dusty Buns in Fresno after moving from San Francisco nearly three years ago. They own the Dusty Buns food truck and Dusty Buns Bistro near Fresno High.

Kristen said the truck and bistro only use vegetables and ingredients that are in season or can get them locally through Balakian Farms. Their Dusty Bun sandwich uses Mary’s Organic Chicken slow-roasted in their homemade Chipolte sauce. Currently their dicon sesame cabbage slaw uses purple cabbage, purple onion and a specially prepared herbed aioli mayonnaise. Most sandwiches are $5. Side orders of bistro fries, soup du jour and market salads add $4 each. In the days to come, they will also offer a boxed lunch for offices. Any sandwich + any side + any sweet OR fruit juice for $10 (miniumum order in $20).

The Dusty Buns Bistro is just north of The Tower District at 608 E Weldon Ave., Fresno, CA 93704. You might catch their Bistro bus driving to Cru Wine Company in Madera selling lunch boxes or look for them in Fresno’s Tower District during the Mardi Gras Parade! Their menus and photos are posted daily on the Dusty Buns Facebook page and change with the seasons. Call (559) 486.2867 now to book a weekly office delivery or special event!

TRUCK NO. 2: BENADDICTION
James Caples owns what he calls a “brunch truck” since November 2012. The former corporate restaurant manager chose to alter his career path last year after his daughter died. Caples said his Benaddiction food truck focuses on eggs and breakfast-style sandwiches. Everything on the truck is named after a song in some form or another. Some after classic rock, some from more modern songs. That is why their logo is the egg and bacon guitar.

Each of Benaddiction's egg sandwich creations are named after rock songs or artists. James Caples started the food truck in November 2012 after the death of his daughter.
Each of Benaddiction’s egg sandwich creations are named after rock songs or artists. James Caples started the food truck in November 2012 after the death of his daughter.

“Benaddiction has two primary segments,” Caples said. “We focus on breakfast and our specialty is an eggs benedict breakfast sandwich served on an English muffin. It has a fried egg with hollandaise sauce. We can do this six different ways with different proteins and vegetables. My favorite is called ‘The Weight.’ It has pulled pork, bacon and BBQ sauce along with a fried egg and hollandaise sauce.”

Caples gave much of the credit for his truck being at Bella Frutta to Vincent calling him out to be a part of the truck event.

“I appreciate Vincent because he called me and invited me out,” Caples said. “This is unheard of in Fresno because we usually have to fight for our locations. Vincent and Bella Frutta have been so great to invite these trucks out, making sure we have a place to sell.”

The Weight is Caples' favorite Benaddiction sandwich. It has pulled pork, bacon and BBQ sauce along with a fried egg and hollandaise sauce on a English muffin.
The Weight is Caples’ favorite Benaddiction sandwich. It has pulled pork, bacon and BBQ sauce along with a fried egg and hollandaise sauce on a English muffin.

Benaddiction sandwiches or entrées cost $5 to $9 and they will occasionally create a special sandwich that costs up to $10. Caples and his wife Natalie own the truck and have hired a classically trained French chef, Jason Valencia, to create unique sandwiches.

“Our most popular specialty is a grilled cheese sandwich with pulled pork bacon and ham,” Caples said, “and includes a fried egg with BBQ and hollandaise sauce. While we do not offer any sides with the sandwiches yet, that is in the plans. Wanted to create a strong sandwich foundation first and then grow from there. We make the best egg sandwich in Fresno.”

The full Benaddiction breakfast and lunch menus are online on their web site. Additional photos and menu ideas are on the Benaddiction Truck Facebook page. For more information or to reserve a special event, call (559) 269.1968.

TRUCK NO. 3: TAKO BBQ
Not to be outdone by the two trucks on either side of them, Tako BBQ Fusion creates Korean fusion meals which barbecues meats and fuse them with other international food items. Originally from New Jersey, owner Tony Mullings and his Korean culinary-trained wife, Eun Joo Mullings, saw what was happening in L.A. with Kogi BBQ and believed they could replicate that success. So in April 2012, they started Tako BBQ.

After reading the food truck business was doing well in L.A., owner Tony Mullings and his Korean culinary-trained wife, Eun Joo Mullings, started Tako BBQ in April 2012.
After reading the food truck business was doing well in L.A., owner Tony Mullings and his Korean culinary-trained wife, Eun Joo Mullings, started Tako BBQ in April 2012.

“While I was in marketing as a retail employee,” Tony said, “I wasn’t satisfied working for someone else. My wife, Eun, had been to culinary school in Korea and had worked for restaurants but also wanted to try something different. We read what others were doing in the food truck business in L.A. and the Bay Area and decided to strike out on our own.”

Their Kalbi (short rib) taco ($2) is ricco size with two small corn tortillas, seasoned ribeye meat topped with a sesame seed oil sauce and Korean spices, has become a staple for many of their customers. The spices give the taco depth and the meat is seasoned all the way through. This is a wonderful way to introduce a new twist on a local favorite. The Bulgogi and spicy pork tacos are also a great option. The Gogi burger is marinaded ground beef with jack cheese and a Korean spices seasoned salad in between the buns.

Tony said the favorite items off the truck are the chicken burritos ($6), the Gogi burger ($6) and the Korean cheesesteak: a Korean Philly ($7). Each has Korean spices, salad with a tangy vinaigrette dressing.

Tako BBQ Fusion creates Korean fusion meals which barbecues meats and fuses them with other international food items. The Gogi burger has marinated meat with Jack cheese infused with Korean seasoned salad in between the bun.
Tako BBQ Fusion creates Korean fusion meals which barbecues meats and fuses them with other international food items. The Gogi burger has marinated meat with Jack cheese infused with Korean seasoned salad in between the bun.

“We have been having a lot of positive comments about being out at Bella Frutta,” Tony said. “I like being on this corner because there is a lot of traffic and folks stopping to purchase items at Bella Frutta. So while the customers are here, they also come up to the trucks and add some food to go.”

The Tako BBQ web site is still under construction at the time of publication, but return to it in the weeks to come for more information and menu options. There are lots of photos of their food and menu on the Tako BBQ Truck Facebook page . However, please call (559) 473.3961 to book a party or reserve the truck for a special occasion.

TRUCK NO. 4: CRUMB SNATCHER GOODIES
While folks are eating their lunch or early dinner at the other three food trucks, the line builds for dessert or picnic favorites at the Crumb Snatcher Goodies food trailer. Owners Bob and Terri Brookshire create award-winning chocolate chip cookies, carrot cake and her Grandma Dot’s spice cake all in the mobile trailer.

After losing her husband in a tragic accident, Terri married Bob Brookshire in 2009. Today the two own and operate Crumb Snatcher Goodies.
After losing her husband in a tragic accident, Terri married Bob Brookshire in 2009. Today the two own and operate Crumb Snatcher Goodies.

Like the other food trucks parked with them, the Brookshires are still new to the mobile food gig–two years. Both Bob and Terri called each other their best friends and it was easy to see. However, their story of sweet breads, cookies and goodies is only a small part of their four-year married tale.

Fresno Bee writer Bethany Clough wrote in a June 7, 2012, article, “Eating out: Baking helps widow heal, thrive,” Terri is alive because of divine providence and an angel of a man who did not know her 4 1/2 years ago.

After a horrific car accident killed her first husband, Brad Issac, in May 2007, Terri was left with ankles that were mangled and wheelchair bound for months. And as Clough describes in the article, Terri believes God gifted her a second life with a man of faith and a second career: baking.

A registered nurse by day, Terri Brookshire has been baking since her childhood. Today she creates award-winning cookies, cakes and breads through her Crumb Snatcher trailer.
A registered nurse by day, Terri Brookshire has been baking since her childhood. Today she creates award-winning cookies, cakes and breads through her Crumb Snatcher trailer.

While Terri was recovering from her injuries, she baked to while away the hours.

“Baking was my therapy,” Terri said. “It helped me get through the hours of being alone. But I prayed God would send someone to help me.”

Months later, Terri needed a ride home from the hospital and her best friend asked her dad to pick up Terri and bring her home. In the days, weeks and months that followed, they fell in love and started Crumb Snatchers. Their chocolate cookies, carrot cake banana and pumpkin breads have all done first place honors at the Big Fresno Fair.

However, don’t be fooled by a trailer that has been only operated for two years. Terri has been baking since childhood, baking apple pies to earn extra money during the lean times of the last decade. Her months in rehab. gave her time to hone her skills.

“I love working the weekends out of the trailer with Bob,” Terri said. “We bake everything right here and sell it hot and fresh. We’re serving brownies, cookies and cakes and give out fresh coffee with any baked goods. In fact, while the chocolate chip cookies are our specialty, the snickerdoodles seem to go off the shelves really fast.”

For the last 15 years, Terri Brookshire has won first place ribbons at the Big Fresno Fair for her baked goodies.
For the last 15 years, Terri Brookshire has won first place ribbons at the Big Fresno Fair for her baked goodies.

Today, Terri still works 32 hours a week as a labor and delivery nurse at Kaiser Permanente. However, Terri and Bob make time to be involved with CartHop Fresno food trucks that meet up two or three times a week. Terri said they meet with other trucks near Applebees at Friant and Fresno streets on Tuesdays and Fridays on the Fulton Mall.

“While CartHop is a good gig for us to be involved with, our time spent at Bella Frutta is much different,” Terri said. “When Vincent met us at the River Park Farmer’s Market, he asked to taste our cookies. He was so encouraging and doesn’t expect anything out of us except that we have insurance. Vincent and the Bella Frutta staff are great people to work with. So expect us here on the corner of Willow and Shepherd every Saturday and some Sundays at 9 a.m. to 4 p.m.”

Terri and Bob Brookshire can be contacted through their personal Facebook page beside the Crumb Snatcher Goodies Facebook page. For more information on The Crumb Snatcher Goodies trailer, contact Terri or Bob at (559) 297.0178 or (559) 360.7630.

BELLA FRUTTA ANCHORS FOOD PORT

Bella Frutta continues to sell its own freshly harvested vegetables, nuts, and fruit that are locally grown on the family farm since 1946. Today Patrick V. Ricchiuti and his son Vincent represent the third and fourth generation of agriculturalists who continue that tradition in Clovis.

“While we grow most of our own produce at Bella Frutta,” Vincent said, “we partner with area farmers to sell produce and merchandise. We grow heirloom tomatoes, squash, peppers in our own garden behind the store. Right now we are selling citrus and apples grown by our farms and soon we will be offering artichokes and strawberries from the coast.”

While Bella Frutta has sold fresh farm produce since the mid '40s, they now grow and bottle their own olive oil under the Enzo label.
While Bella Frutta has sold fresh farm produce since the mid ’40s, they now grow and bottle their own olive oil under the Enzo label.

The Ricchiuti family also partners with Fresno State’s Rue and Gwen Gibson Farm Market , selling their ice-cream, milk and sweet corn when in season. The newest addition to the store is their Enzo Olive Oil Co.. The olives are all estate grown and Vincent is the miller. He presses the olive oil and is certified. You can also visit them on their Enzo Organic Facebook page or watch ABC30’s AgWatch Video, “New, locally produced olive oil earns award” (August 15, 2012).

However, it is the partnership with the four food trucks that has Vincent excited.

“I love having the food trucks here each weekend,” Vincent said. “When I travel out of state and see the other truck food ports are doing, I know we have something similar here. I reached out to our local food trucks via Twitter. I believe we now have the best collection of food trucks in the Central Valley.

“I don’t charge them because it’s a win-win for all of us. There is an urban dining option in north Fresno/Clovis. I was looking for cross-pollination of customers to bring in more business and now we have created a food destination. We all not feel the competition is good. I think the customers appreciate the variety and, with more options available, more people are coming to our ‘experiment.'”

For more information on Bella Frutta Bella Frutta , contact Vincent Ricchiuti at (559) 298.8290 or drive out to Bella Frutta : 1959 N. Willow Ave., Clovis, CA 93619. The email address is info@bellafrutta.com.

READERS: Have you tried the meals on wheels trucks or been to Bella Frutta? Leave a comment at the bottom of the article.

For more TalesoftheCork stories, scroll to the top of the menu bar or read The Grape Tray reopens in Fresno’s Opus I Center .

The Grape Tray reopens in Fresno’s Opus I Center

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GrapeTraySign1

With 21 years of wine buying, retail sales and the development of a large, loyal customer following, Stan Kato and The Grape Tray have relocated to The Opus I Shopping Center just north of Fresno’s Fig Garden and Bullard High areas, Jan. 4, 2013.

While those who shop for wines at local grocery stores may not have the interest or take the time to seek out unique wine offerings, many vino aficionados appreciate Kato and his staff’s wine scholarship along with The Grape Tray’s long-time focus on customer service.

The former Los Angeles finance manager relocated to Fresno to be closer to family and has built The Grape Tray’s retail reputation to include award-winning, popular top 100 rated wines and hard to find boutique choices for sophisticated palates. Kato’s emphasis is on old-school business practices and a no-nonsense value per bottle sold is what makes his 4,700 customers keep coming back.

After 21 years in business, owner Stan Kato moved The Grape Tray wine shop to the Opus I Shopping Center, Jan. 4, 2013.
After 21 years in business, owner Stan Kato moved The Grape Tray wine shop to the Opus I Shopping Center, Jan. 4, 2013.

“While our new store is four miles from the old location, it is actually closer to most of our current customers,” Kato said. “People will follow me out to the new location if they feel we offer something of value. I believe driving an extra two to four miles will not stop my customers from visiting us, especially those who know what we do. We have a good product at a fair price. If we continue to do that, people will come.”

Sandwiched in between Mathnasium, a math tutoring center, and Wild Rose, Foral and Gifts, The Grape Tray fits very well into the Opus I Center on the northwest corner of Palm and Bullard.

All of the businesses are small and compact–no chain stores here–offering local storefronts. Each has 1,500 square feet or less and are all independently owned. And as a result they all have their own clientele, which often produces crossover business. Customers shop for their vitamins at Ounce of Prevention, restring a tennis racket at The Stringer, take their dog to the Central Bark groomer or pick up their watch or ring settings from Mitch’s House of Jewels. There is definitely synergy in this center.

The customers who shop at The Grape Tray know that Stan provides an alternative to the standard wine set; many appreciate the selection and have not had an issue with the move to a smaller store.

While in-store, Internet and email sales continue to be strong, Kato believes his success is largely based on a non-nonsense, straight-forward personal approach to provide fresh product, competitive pricing along with unique hard to find items.
While in-store, Internet and email sales continue to be strong, Kato believes his success is largely based on a no nonsense, straight-forward personal approach to provide fresh product, competitive pricing along with unique hard to find items.

“I have been buying wine from Stan for over 10 years,” Johanna (last name withheld) said. “While I have purchased wine from other shops, I return to The Grape Tray because Stan gives excellence advice, great customer service, his selection is wonderful and really takes care of his clients. He spends time talking with me and even makes time to find wines when I have a special request. I often recommend him to my friends and acquaintances and I tell them I would buy wine from him no matter where I live in the city.”

Kato says he left the Shaw and Fresno location because he wanted to be closer his customer base and provide easier access, moving into the space vacated by a pilates studio.

“I wanted a smaller location (1,000 square feet), did not want to offer food anymore, wine only,” Kato said. “The new spot had to be in a decent location. So my real estate broker told me about Opus I and while we looked into a couple of other places, our new spot seemed perfect.

While The Grape Tray is about a third of its former size, Stan Kato continues to grown his wine offerings and specials to over 4,700 regular customers.
While The Grape Tray is about a third of its former size, Stan Kato continues to grow his wine offerings and specials to over 4,700 regular customers.

“The owners of the complex liked the idea of having The Grape Tray,” Kato said. “I know they checked us out, talking to a lot of people in this center. They spoke to other businesses and came to the realization that we would be a good fit here. Opus I now has a wine shop, jeweler, a place to get high end vitamins, and a book store…. This bookstore, Petunia’s Place is a dynamite, rockin’ kid’s store. They are good, no great, at what they do. You have a yoga place Fig Garden Yoga Studio a Catholic bookstore (The Holy Child) and D Hou Chinese Restaurant.”

While not all Grape Tray customers who walk in the shop or make inquires via the phone or Internet want to discuss their wine purchases, Kato and his staff are committed to continuing their decades-long tradition of building relationships, finding them the right bottle for the table or event.

“An important part of my business is listening to my customers,” Kato said. “I have customers everywhere, whether they be local or out of State. Many offer tips and heads up. We get information and inquires and we look into those. And of course, I am always reading online, reading the industry (wine) publications.”

Kato related story after story of how he managed local, phone or Internet customers narrow their wine choices. His focus is educating customers on wine choices.

Kato traditionally has staffed his wine shop with Fresno State enology students, including senior Kerry Fitzgerald, right.
Kato traditionally has staffed his wine shop with Fresno State enology students, including senior Kerry Fitzgerald, right.

“A couple contacted me recently after I hadn’t seen them for over 10 years,” Kato recalled. “I had met them at one of my tastings a decade ago. Then out of the blue, the couple come into the shop. I was shocked. So we started to dialogue about an event they were going to have and they asked me about wine choices and if I could provide them with $40-$50 Cabs. So we talked about pricing, the competition and a value choice rather than just a name brand with a high score. While they preferred a high-priced brand name Cab, I sensed this was not their first choice. So I steered them to a lesser-known but high quality wine. It took a little education but after I offered to give them a tasting, they ultimately chose the lesser-known over the high-end cab.”

That story seemed to be at the heart of Stan Kato. He said he didn’t know why the couple decided to come back into his shop after a decade, but they ended up buying a large amount of value wine. Stan said he is happy to sell Camus and Veuve Clicquot or more expensive bottles but will not just hand someone an expensive label when a customer asks for it.

Kato is up front and says there’s no gimics, no smoke and mirrors at The Grape Tray. There’s no inflated retail and then we take off a big discount. It’s straight up fair.
Kato is up front and says there’s no gimics, no smoke and mirrors at The Grape Tray. There’s no inflated retail prices with the staff applying a big discount at the register. It’s straight up fair pricing for a bottle of wine.

“I want to know whether a high-priced, well-known label is the best option for a dinner party or large event,” Kato said. “In this case, we sold them lesser-known and well-respected wine label whose vintage we recommended as exceptional. The customer did not have to buy a bottle that they really didn’t need or want. It fit what they said they were looking for: elegance, not over-the-top ripe and in a price range they could afford. And in the end, the customer was tickled pink, happy. We got wonderful feedback. It was a win-win situation.”

This kind of sales requires a lot of tasting and familiarity with wines and to try and a wine merchant must anticipate what their guests and customers will like. For instance, Stan says he often ask the ages of the wine drinkers. A 22-year-old probably will like something different than a 55 or 60-year-old and the buyer should be aware of varying preferences at the same event.

“We do business the old fashion way: its fair and its honest,” Kato said. “There’s no gimics, no smoke and mirrors here. There’s no inflated retail and then we take off a big discount. It’s straight up fair. The inventory is current, and we carry products that people want to buy whether because they are chasing the points or its because the wines are hard to find or because they are popular. We are compeitive, fair and being price driven plays an important part of it.”

The Grape Tray’s new address is The Grape Tray, 6023 N Palm Ave, Fresno, CA 93704. Their phone number remains 559.226.6828 and can be reached via email: stan@grapetray.com.

For past articles and stories, please check the menu bar at the top of the page or read Rangeland Wines and Angus beef: Get to know Laird Foshay.

Vino & Friends hosts JUSTIN Winery in Fresno

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After opening a 1,500 square foot wine bar in Fresno on the NE corner of Cedar and Shepherd, owners Chuck and Jen Van Fleet built quite a lunch and after-work following in 2006. They gathered with friends, tasted, toasted and favored bottles of wine together. By 2011, the couple believed their regulars were ready for an expanded food and wine experience.

This summer Vino & Friends Wine Store & Bistro celebrated it’s first anniversary and expansion in the new tasting room, August 4, 2012. The new digs are four doors down in the Via Montana Shopping Center. With chef Katie Parker creating the menu, and a 750 ft. private party room for big groups, food service is now carefully paired, using over 40 wines by the glass or a 300+ bottle line-up. The energy in the air vibrates as people come to meet and hang out.

After opening their first wine shop in 2006, Chuck and Jen Van Fleet moved 75 feet down and reopened as Vino & Friends Wine Store & Bistro, Aug. 4, 2011.

I arrived at Vino & Friends for a visit with Van Fleet and Steve Lister of JUSTIN Vineyards and Winery to talk about JUSTIN’s award-winning wines, Sept. 22.

Van Fleet, a former Miller Brewing Co. rep. and General Manager for Auto Trader, was hosting Lister, JUSTIN’s wholesale sales manager. The bistro was abuzz. Lister was pouring and sharing tasting notes, so I spent my first 30 minutes with the Vino & Friends owner.

Chuck and Jen’s vision for a wine bar had its roots while they lived in Sacramento. The couple often traveled to Paso Robles, San Luis Obispo and Napa Valley, visiting favorite restaurants and wine-tasting before deciding to become entrepenuers.

“I wanted to own my own business,” Chuck said, “and after managing the Northern California Online Auto Trader for years, constantly traveling, I was ready to settle down. I wanted to do something I was passionate about. I looked at coffee shops and tanning businesses, but we both loved wine. Vino & Friends has become our passion.”

The bistro’s table and bar were filled to near capacity as Chuck and I spoke. I marveled how the staff energetically interacted with the patrons, serving food throughout my three-hour (2-5 p.m.) visit. The atmosphere was relaxed, comfortable and easy. I saw plates of butternut squash ravioli and specialty burgers go out all afternoon. This is not just a wine bar.

Owner Chuck Van Fleet, left, has expanded his wine bistro to include over 300 wines and 40 wines by the glass. The menu includes appetizers like stuffed figs and prosciutto-wrapped melon, ahi toasted minis or a Chef’s charcuterie platter are available besides salads, bruschetta, paninis, specialty burgers, pizza and pasta, and chef-created crepes.

“We had a strong wine club membership at the first location and I was confident it would grow as we expanded,” Van Fleet said. “All they have to do is park in a new spot. And while the new store looked like it might be too big for us, the increased business has created a menu for success.”

The original Vino & Friends only staffed four employees and now Chuck has 26 folks on the payroll. When new hires begin, Chuck trains all of them in tastings and flavor characteristics in food, beer and wine. They all know how to pair the food on the menu with the wine in the shop Chuck said. Chuck believes this has gone a long way to guarantee a successful bistro experience.

“Opening a wine bar and then moving to a larger store didn’t seem risky at either time,” Van Fleet said, “because our growing wine club membership and five years of learning the business put us into a place that created a successful business. At the time we opened in 2006, there wasn’t a lot of competition or wine bars around, so we flourished. We are an independent wine bar and bistro without a corporate ladder to answer to. We listen to our customers and are not afraid to make changes to improve our service or selection.”

Vino & Friends’ wine club is divided into two groupings: the Black Bag Club ($40/mo.) and Cellar Club ($80/mo.). Wine tastings are $5 for members and $10 for non members. However, six beers are also on tap, including New Belgium and Firestone breweries.

Today, Vino & Friends boasts over a 700 wine club membership that is growing each month and a wine list that has far exceeded the original offering.

Van Fleet was careful to point out that Vino & Friends is not trying to compete with the Sequoia Brewing Co. when it comes to beer sales.

“I have a great relationship with the owner, Jeff (Jeff Wolpert of Sequoia),” Chuck said. “We refer and share customers back and forth. In fact, I also enjoy going to Campagnia and appreciate what Tony is doing over there (both establishments near Champlain and Perrin). In fact, Jen and I had a glass of wine at Campagnia to celebrate our 10th wedding anniversary.”

When Chuck is not taste testing one of his 300+ bottles of wine for his inventory, he enjoys a glass of Heitz Cellars or Buehler Cabernet for dinner. In summer he enjoys a glass of Rosé or Pinot Blanc.

Vino & Friends continued to buzz as Chuck was called to the back for a phone call. The demographics this afternoon were over 75% women, chatting over a glass of JUSTIN wine and appetizers. As the Clovis High’s 30th anniversary reunion leadership group began to arrive with flowers and decorations for their private party, Steve Lister shook Chuck’s hand sat down at my table.

Lister immediately engaged with me, sharing how the Fresno wine market keeps him coming back three to four times a year. On this trip, Flemings Steakhouse was sponsoring a wine dinner and Chuck asked him to lead a JUSTIN wine tasting earlier in the day. Lister was quick to agree and was easily the star attraction this afternoon. He praised Chuck as a wine connoisseur and passionate about the wine business.

With tables to the right of them crowded, Steve Lister, left, of JUSTIN Winery chats it up with Vino & Friends owner Chuck Van Fleet, during the Sept. 22 tasting. Lister was pouring JUSTIN wines during his two-day Fresno visit.

“I really identify with the local wine merchants and owners,” Lister said. “I’ve become friends with Chuck and Jen over the years and enjoy promoting wine with them. They are very knowledgeable about California wines, especially from the Paso region. We get together when I am in town and often share a meal as well.”

A Wine and Spirits national salesman, Lister met his wife, Beth, five years ago while she worked at Napa’s Trefethen Family Vineyards. They both happened to be at a wine shop in Los Angeles, hanging out at The Wine House.

I have been a fan of JUSTIN Wines for a decade and recently opened a bottle of 2005 ISOSCELES during a wine dinner at my home. While that year is not readily available, the 2009 vintage is still for sale both at JUSTIN and at Vino & Friends.

Normally quiet and shy away from the wine business, Steve is riding the wave of success at JUSTIN Vineyards and Winery, despite the corporate purchase of the winery from Justin Baldwin. Baldwin, who originally purchased 160 acres in 1981, planted Bordeaux-style blends from estate vineyards in the hills just west of Paso Robles. Today Lister has the enviable job of promoting award-winning wines that came from No. 1 wine region in the world (Wine Spectator 2010).

But it wasn’t always that easy to sell JUSTIN wines.

“When I first started years ago, I used to have to try and convince people to check out what was going on with Paso wines,” Lister said. “Very few folks gave Paso Robles a second look but owner Justin Baldwin was a genius and purchased land that was perfect for the Cabernet Bordeaux-style blends he has made famous. Now people call me and ask what is going on in Paso.”

Lister has been around JUSTIN Winery for over ten years, watching the winery bottle 20,000 cases to 105,000 cases of wine last year. He started when the sales force numbered three folks to over a 100 this year, two years after the winery was sold to Fiji Water.

“My biggest adjustment is learning how to utilize the new tools, people and personnel and recognizing all the additional resources,” Lister said. “The new owners and management have been incredible. We no longer just try to maximize our share of the California market, but are still a small winery going after a national market share. I have found Justin Winery to still be focused on customer service. My passion for wine and people have not changed since Justin Baldwin sold the winery.

Founded in 1981 by Justin Baldwin, JUSTIN Vineyards and Winery is one of the “pioneers” of the Paso Robles AVA. Winery tours of the production facilities, ISOSCELES Center, Barrel Chai, and Caves are offered at 10:30 a.m., 2:30 p.m., and 5 p.m. daily.

The winery came together as a result of Baldwin purchasing land west of Paso Robles when few wanted it. Lister said Baldwin always focused on quality and insisted on buying from partners in the area who had the best Cabernet Sauvignon grapes blended them to express a Bordeaux-style for the ISOSCELES and Justification labels.

Their iconic bottle is the ISOSCELES Reserve. Sourced entirely from the home estate vineyard planted in 1981, this wine reflects the pinnacle of Baldwin’s efforts. Vines planted on native root stock, in nutrient depleted soils, are dry farmed and hand harvested. This label can only be purchased via the JUSTIN Wine Society.

Today that quality and patience in building a world-class winery is still a focus as the new corporate ownership has put in new acreage and is introducing a new line of wine called Right Angle: a blend with 62% Cabernet Sauvignon, 19% Petite Sirah, 12% Malbec and 7% Petite Verdot. The 2010 is now available for a short time for $30.

Wine tasting is available seven days a week at Vino & Friends. However, on this occasion, I tried the JUSTIN 2010 Cabernet Sauvignon. Special wine tastings are arranged each Saturday from 2-5 p.m.

“I still believe in the winery and I still champion JUSTIN wine,” Lister said. “I think the sale of the winery was a perfect storm for all of us. We are thriving and have had our best years in consecutive order as the wines of 2008-2010 have been bottled and sold. And I agree with Justin Baldwin when he says, ‘I’m making wines, not trophies.’ Our wines are meant for consumers to consume at a reasonable price.”

After my hour with Lister, my wife, Geena, and I settled down for a tasting of the just released JUSTIN 2010 Cabernet Sauvignon. The bottle ($25) had been opened for less than an hour and was delicious. The nose was of black fruit and its velvety texture was ready to drink without food. However, we paired a Trio of Bruschetta ($10.95) to go with it and experienced Vino & Friends from the sidelines for the next hour.

Today JUSTIN Vineyards and Winery is a 740-acre ranch, including 200 new acres of vines at the JUSTIN Estate Vineyard, DeBro Vineyard, the Adelaida Hills Vineyard and the newest addition: Templeton Hills. JUSTIN Winery is located at 11680 Chimney Rock Road, Paso Robles, CA 93446 USA. Be sure to inquire for upcoming events, including the JUSTIN Wine Harvest Weekend: Friday, October 19 – Sunday, October 21. Be sure to make reservations! They can be reached at 805.238.6932 or 800.726.0049.

Vino & Friends Wine Store & Bistro is located at 1560 E. Champlain Dr., Fresno, CA 93720. Chuck Van Fleet brings in a new winery each Saturday for a tasting. The October 2012 line-up includes Jeff Runquist (Oct. 6), Rombauer Vineyards (Oct. 13) and Sextant Wines (Oct. 20) and Frank Family Vineyards (Oct. 27).

Van Fleet is also planning a Brown Bag, blind tasting wine dinner for the first 22 people who show up at Vino & Friends, Nov. 7. The men are to bring a Cabernet and women a Chardonnay. The group will vote and the winners receive a free dinner. The cost is yet to be determined. A Nov. 14 beer dinner is also planned so please check their web site for more information. Vino & Friends can be reached at 559.434.1771.

For more information on Vino & Friends, check out TasteFresno and their 2011 VIDEO interview of Chuck Van Fleet.

A time for change: Mike Sinor winemaker of the year, Part II

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This blog continues to follow Mike Sinor’s transformation from Assistant winemaker to Byron and Domaine Alfred wineries in California’s Central Coast, to the director of winemaking at Ancient Peaks Winery. Please look for the first post in the series: Get to know 2012 Coast winemaker of the year: Mike Sinor

Sinor LaValle owner directs Ancient Peak Winery

“It was the lowest point in my life,” winemaker Mike Sinor said, after dealing with the deaths of family members in January 2006. “My head was all messed up. Yet even before my loss, I had already begun contemplating a change in work for both me and my family. I knew six months before [family deaths] a new challenge was needed. I believed my time with Terry Speizer [Domaine Alfred] was coming to an end, I just didn’t know it would happen so soon after my parents died. But despite what we were going through, I now knew it was time for me to explore another level of winemaking.”

Bernie Sinor on one of his hunting trips to Wyoming where he hunted big game (bison) in 2004.

Little did Sinor know at the time, but the 2012 Central Coast winemaker of the year, would have a 2006 spring to remember, even while mourning the loss of his father, Bernie Sinor and stepmother, Betty Ann.

“I needed to change positions because I could see Domaine Alfred was growing as we became successful, much the same way Byron Wines grew,” Sinor said. “Even before the 96-point score Wine Spectator gave the 2004 Domaine Alfred Pinot Noir [Califa Chamisal Vineyard], I needed a business opportunity. I was saying ‘no’ to a lot of jobs and wanted to do something right for my family. Yeah, it was crushing when my parents were killed and we endured a high level of personal pain. So Wine Spectator’s honor came at the lowest point in my life but I already had decided to leave. I knew there would never be a perfect time to change. And I know growth often comes through uncomfortableness. Terry understood I needed to leave. He’s a good friend and an entrepreneur himself.”

During the spring of 2006, when local proprietors and long-time wine growing families of Rob Rossi, Doug Filipponi and Karl Wittstrom approached Mike with a opportunity to be the director of winemaking at Ancient Peaks Winery, Sinor jumped at the chance to join them in May.

“I had never met these guys from the Santa Margarita Ranch, but from the start, it was a convergence of energies and focus,” Sinor said. “They had been reorganizing the operation at Santa Margarita starting in 2005 and it seemed a good fit. We became business partners rather than an employer/employee relationship. I wanted to have control over the winemaking process and they were comfortable with that. So, I said, ‘let’s start dating’ and we’ve been together ever since.”

Santa Margarita Ranch July 2012

Mike Sinor and I spent the day together at the historic Santa Margarita Ranch, just minutes north of San Luis Obispo, July 26. I wanted to find out why he had left promising positions at Domaine Alfred and Byron Wineries. The man who thrived on creating lasting relationships through his infectious attitude and positive, passionate energy, left sure-fire success for a restart winery. I wanted to find out why he had stayed on at Ancient Peaks Winery in Santa Margarita.

Mike Sinor left Domaine Alfred Winery after receiving an offer to be the director of winemaking at Ancient Peaks Winery in Santa Margarita. The Oyster Ridge Vineyard is in the foreground with the Santa Lucia Mountains providing the backdrop.

While we met briefly at the Ancient Peaks’ tasting room, Mike pulled out a large coffee table book, offering a pictorial and historical background of the ranch and Santa Margarita. I was moved by his attention to names, places, land formations and background of the region. His perspective was so impassioned, it was as if he had been born there. Mike then offered to take me up to the working winery and vineyards. I agreed and looked forward to the 17-mile drive up into the heart of the Santa Margarita Ranch, through pastures of Slender Wheatgrass, Purple Needlegrass and Danthonia Oatgrass.

Mike’s 20-minute version of Ancient Peaks Winery and its history included how Napa Valley’s Robert Mondavi Winery leased a section of the ranch in 1999 for six years. They developed and planted what has become known as Margarita Vineyard. Remarkably, it was the Mondavi family who saw immense potential in the land, and accurately predicted that its diverse soils and marine-influenced climate would deliver remarkable wines.

While the vineyards and winery are 17 miles away near the Margarita Vineyard, the Ancient Peaks tasting room is in Santa Margarita, one mile east of Highway 101.

Our conversation digressed to include how the Franciscan missionaries planted grapes on the ranch as early as 1780. In fact the ranch became part of Father Junipero Serra’s famed Mission Trail, culminating with the establishment of Santa Margarita de Cortona, a sub-mission of Mission San Luis Obispo de Tolosa, in 1787. This historic structure, known as the Asistencia, was converted to a barn but remains a centerpiece of the ranch.

Santa Margarita Ranch has survived since the 1840s; however, in 1889, then owner Patrick Murphy sold much of the town’s land to Southern Pacific Railroad in hopes of getting a rail stop. He hoped to move cattle from this sprawling ranch that surrounded Santa Margarita.

Mike Sinor: Super charged, relational winemaker

Mike started humming the tune to Smokey and the Bandit as we neared the winery, located near Creston. When I asked why, he smiled and said this project is just like the song indicated. “We are just old-time entrepreneurs working on a project by the seat of our pants.” I didn’t ask him if he fit the Burt Reynolds persona or Jerry Reed’s truck driver character. But I did get the gist of the metaphor: Sinor delivers–no, Sinor over delivers wine quality for the price point. I can still see the gleam in his eyes as he gripped the steering wheel and sang, “We gonna do what they say can’t be done.”

However, while we walked around the Ancient Peaks Winery, I remembered what Ken “Byron” Brown told me about Sinor: Mike was a good-humored, energetic, young winemaker while he worked at Byron Winery years earlier.

“Mike Sinor stands out as a super-charged, friend of all; every one likes him,” Brown said. “He takes time for relationships but not at the expense of his work. Mike is extra double energy. He brought excitement to the team and ignited everyone at Byron each day.”

During his winemaking career, Mike Sinor, right, worked with Tim Mondavi, left, and Ken “Byron” Brown while creating wines with Byron Winery.

As we walked by the 2011-filled barrels safely tucked away in the aging room, we got to talking about wine, Mike’s preferences and who he enjoys working with besides his partners at Ancients Peaks.

“Actually, I don’t drink a lot of Ancient Peaks wine at home,” Sinor said. “It’s a little like only eating your mom’s spaghetti. If I drink the wines I help create everyday, I won’t get better. Like Burgundy’s winemakers, I want to make wines as good as their grandparents. We don’t have a rich, long history and culture of winemaking like they do in France. So if I’m not improving my pallet, I’m losing.”

Sinor went on to say he chooses to enjoy friend’s wines and finds it refreshing to try different wines from around the world.

Since 2007, Mike Sinor has been the director of winemaking at Ancient Peaks Winery in Santa Margarita.

“For instance, I really like Broadside Wines Cabernet. It is made by winemakers Chris Brockway [Broc Cellars] and Brian Terrizzi [Giornata wines] who are very passionate about wine that is done well; their wines transmit place. In other words, their wines exhibit my mantra: ‘The message is the place; the messenger is the wine.'”

As we continued to walk the grounds of the winery, Mike showed me how Ancient Peaks has added buildings and updated the old Creston Manor and Vineyards that Jeopardy! game show host Alex Trebek used to farm. The latest addition was in spring of this year when extensions were added to the Margarita Vineyards.

Story is unfolding, evolving in vineyards

Our trip across the ranch ended when we stood on a rise overlooking the Oyster Ridge Vineyards. I marveled at Mike’s zeal as he spoke of the land, rich in fossils from an ancient sea bed, adjacent to vineyards planted in shale, sedimentary, volcanic and granite. Mike was spirited and had a fanaticism or fixation on soil that many in this country have for baseball or football. And when we stopped to walk the Oyster Ridge Vineyard, he held a football-sized, petrified crustacean like it was a trophy.

“These (oysters) are high in calcium and, when they are crushed or broken down, create a soil profile similar to those found in the world’s most prestigious grape growing regions.” Sinor beamed as he spoke and the pace of his voice quickened, rising in intensity while we moved from row to row.

The Ancient Peaks Oyster Ridge Vineyard soils include crushed and larger pieces of ancient, petrified crustaceans. The vineyard was a part of a large seabed millions of years ago.

He spoke about the legacy of environmental stewardship at Margarita Vineyard as if it was his own child. The vineyard advanced to “Sustainability in Practice (SIP),” and was certified by the Central Coast Vineyard Team in 2010.

“There still are places that are compelling to plant but I am still trying to figure out who we are and how to stay on target,” Sinor said. “We have five wines at Ancient Peaks and three White Label wines. And with the longest running ranching operations in California and new zip line business always demanding attention, I am determined to stay in constant watch to focus the winery’s goals to offer high wine quality for the price point.”

Wine Spectator agreed with Mike’s assertion and promoted Ancient Peaks as “Best of the West for $25 or less… 2009 Zinfandel, 2009 Cabernet Sauvignon and 2009 Merlot” in their April 2012 issue.

The 300-400 cases of Sinor-LaVallee [Mike Sinor’s personal label] wines are created from about 14 rows of fruit from the Talley-Rincon Vineyard in the Edna Valley.
I asked Mike how he ensured there was not a conflict of interest between his Sinor-LaVallee label and the Ancient Peaks wines he consulted on.

“I am working with about an acre of fruit from the Talley-Rincon Vineyard and the Sinor-LaVallee wines I make are not meant to compete with Ancient Peaks,” Sinor said. “I am working with 2-4 barrels of wine from 14 rows. Actually, the diversity of exposure is what makes my consulting for Ancient Peaks exciting. The time spent with both brands requires and puts into practice a balance of reading/studying, keeping me fresh. This is fun! I’m honored to do this. Do the math: I get to live at the beach.”

Mike Sinor is married to Cheri and they live in the Edna Valley with their two children: Tomas (12) and Esmee (10). All four of their thumb prints appear on every bottle of the family wine label. “By definition, I am an alcoholic,’ Sinor said, “but I mimic a healthy lifestyle to my children, showing them how to live responsibly.

“I look to enjoy and share my life wife my family and community in good and bad,” Sinor said. “We are born to suffer, grow to overcome suffering. I have my dad’s and previous winemaker’s work ethic. They inspired me and now I work with many of my heroes.”

Mike currently is the President of the San Luis Obispo Vintners Association and says he likes to volunteer his time in community events and organizations because “The wine business has given me everything I own. I owe it to wine.”

The Sinor-LaVallee wine label is named after Mike’s Spanish heritage and Cheri’s French last name. The Sinors appear here during their 2004 Burgundy trip and winery visits.

For more information on Ancient Peaks Winery and wines, visit Ancient Peaks Winery or Mike’s personal web site: Sinor-LaVallee Wines.