Starting JoieFarm: Heidi Noble

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Winery founder Heidi Nobel shares the story of starting JoieFarm

Starting JoieFarm way back in 2003, JoieFarm began as a cooking school and gastronomic guesthouse. As a poor cook and a waiter, we had a dream, but we didn’t have any money.

So we spent our only cash repainting the farmhouse bright red. We needed to make it legit. Then we ran gastronomic weekends, wine classes, and eventually rented space in a nearby vineyard. Between the two of us, we had about 200 clients for our wine from our past experiences. We sold our initial inventory in two weeks.

In 2005 we did something super crazy…

Our first run of rosé sold so quickly, we decided to make 1,200 cases. Our neighbors thought we were insane. We also started making our noble blend. Back then, Vancouver was in a small plate revolution. Based on our understanding of Northwest cuisine, we blended our wine to match. I love my job.

I love the change of seasons, and I love the fact that I work outside every day.

Visit the JoieFarm Winery to sample their wines. You can also find them on Instagram at @joiefarm.


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