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)
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.
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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: Allowing Nature to Flourish — Lessons from Managing Holistically
Led by Kelly Mulville (Paicines Ranch) and Jesse Smith (White Buffalo Land Trust)
What does it truly mean to manage land holistically—and what becomes possible when we do?​
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This interactive masterclass moves beyond individual practices to explore a process-based approach to land stewardship—one that works with living systems rather than attempting to control them.
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While integrated grazing in vineyards has gained attention as a visible and effective tool, it is only one expression of a broader framework rooted in ecological function, community dynamics, and long-term economic viability.
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Drawing from real-world experience at Paicines Ranch and Jalama Canyon Ranch, Kelly Mulville and Jesse Smith will guide participants through the principles and decision-making processes that allow natural systems to self-organize and flourish. Together, they will explore how intentional management can enhance soil health, increase biodiversity, strengthen water cycles, and build resilience—while also supporting viable agricultural enterprises and meaningful human connection to land.
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Participants will engage in dialogue around:
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Ecology: Designing for soil health, biodiversity, and ecosystem function
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Community: Building relationships between land, people, and place
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Economics: Creating viable, regenerative systems that reduce inputs and increase long-term value