Joe Rochioli, Jr. owns the J. Rochioli Vineyards and Winery in California with his son Tom Rochioli and his family.

Joe describes the events on the family farm in the Russian River Valley of Sonoma County around the middle of the twentieth century, when there was a shift from growing various cash crops to growing more and more wine grapes. He discusses his decision to pursue more plantings of grape varieties like Sauvignon Blanc, Chardonnay, and Pinot Noir on his acreage. And Joe talks about what he discovered when working with those grape varieties in the various areas of his vineyards. He also explains how the market for the grapes evolved over time. In particular, Joe describes his relationships with Davis Bynum, Williams Selyem, and Gary Farrell. Take the demographic survey.

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