Schedule - June 8
9:30 am Welcome & Opening Remarks, Anna Brittain, MINDSET Creator
Practical Workshop
10:00-11:10 am
Baselining & Understanding Soil Health
Led by Jordan Lonborg (Coastal Vineyard Care Associates) + Additional speaker TBC
Too few growers baseline and track soil health — yet understanding the underground brain is the foundation of every regenerative transition. Central Coast regenerative consultant Jordan Lonborg will guide participants through the most valuable tests and biological indicators, proper sampling protocols, recommended labs, and how to interpret results to inform management decisions, measure progress, and build the living soil systems that drive vine health and resilience.
Keynote Address
11:30-12:30 pm
Rajat Parr — From Sommelier to Soil Farmer
Founder, Parr Collective & Phelan Farm, Cambria
One of the wine world's most celebrated figures, Rajat Parr built his reputation as an elite sommelier, SOMM documentary star, award-winning author, and winemaker before making a radical pivot — moving to Cambria during the pandemic to do hands-on farming.
At Phelan Farm, just three miles from the Pacific, he farms regeneratively with cover crops, compost made exclusively from on-site materials, dry farms without irrigation, and incorporates grazing. He eliminated copper and dramatically reduced the use of sulfur, using innovative treatments like raw milk for mildew, and fermented nettles, turmeric, and cinnamon oil — intervening as little as possible and letting living soils guide the vines. For Parr, great wine is the byproduct of great farming. His keynote will share what he's learned, what's failed, and why he believes the future of wine starts beneath the surface.
Masterclass
1:30-4:30 pm
Masterclass: Using Biology & Diversity to Build Resilience
Led by John Kempf (Advancing Eco Agriculture) and Keith Berns (Green Cover)
Led by John Kempf of Advancing Eco Agriculture, a leading voice in regenerative plant nutrition who works with growers to build plant health and resilience through soil and plant biology. Paired with Keith Berns of Green Cover, whose diverse cover crop systems improve soil structure, boost fertility, and support beneficial insect habitat.