In this episode of "The Good Stuff" presented by the Sonoma County Winegrowers, hosts Virginie Boone and Karissa Kruse talk to Jack Florence, Founder of Florence Vineyard and Author of Dare to Dream.

Jack shares his story of trading a career in nuclear engineering for a life among the vines in Sonoma County. Originally from New York, Jack spent over two decades in the nuclear energy industry, often traveling to Asia. But after missing Easter with his family due to a work commitment in South Korea, Jack and his wife Fran knew it was time for a change.

Inspired by a newspaper article about grape growing in Napa Valley, Jack began exploring viticulture and ultimately relocated his family to Dry Creek Valley, where they established Florence Vineyard. The transition wasn’t easy- Jack’s early days included a rocky relationship with a vineyard manager and a humbling first harvest that made him realize he needed to get his hands dirty. He left engineering behind and embraced farming full-time, instilling a love for the land in his son, Jack Jr.

Jack also shares how his vision and perseverance helped shape the Rockpile AVA in 2002, in partnership with the Park family. Today, he remains active in the vineyard alongside his wife Carol, continuing a family legacy rooted in passion, resilience, and community.