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Joel Peterson Joins Solterra Strategies, Growing Paso Robles-based Marketing Firm

Date: 09/25/13

Joel Peterson is joining Solterra Strategies as its marketing strategist. After eight years with Hope Family Wines, most recently as director of communications, Peterson will be working with Solterra Strategies' growing list of clients in the wine and tourism industry. Hope Family Wines and Solterra Strategies announced the move in conjunction, which is effective Oct. 1.

"We're excited for Joel to make this move within the wine community here in Paso Robles; this opportunity is perfect for his diverse skill set." said Hope Family Wines' general manager, Gretchen Roddick. "Even though we're losing Joel, he'll continue to be part of our team, not only in helping bring more awareness to the region, but also in helping us create more lifestyle marketing."

Peterson oversaw communications for Hope Family Wines during a heightened period of national marketing that increased the visibility of its five brands: Liberty School, Treana, Candor, Austin Hope and Troublemaker. In the last five years, the company rebranded itself from Treana Winery to Hope Family Wines, released the WineDJ iPhone app, launched the Candor and Troublemaker brands and added creative videos as an effective marketing tool. Peterson's Wine Is ... video won first place in Wine Spectator's annual video contest in 2010.

Stacie Jacob, chief strategist and founder of Solterra Strategies, met and worked with Peterson when she served as the executive director of the Paso Robles Wine Country Alliance from 2004 to 2011. "Joel brings vision, creativity and experience to the table. I'm delighted to add such a talented and well respected member of the wine industry to the team; he will be an asset as Solterra begins to serve more winery clients." Jacob stated.

Peterson currently serves on the Paso Robles Joint Unified School Board and on the board of the Paderewski Festival, serving as president from 2007 to 2011. He worked in the film and television industry in Los Angeles for nearly a decade before following his wine passion to Paso Robles, where he got his start in the cellar with Justin Winery and L'Aventure prior to working at Hope Family Wines.

About Solterra Strategies, LLC

Founded in 2011 by industry veteran Stacie Jacob, Solterra Strategies is a lifestyle marketing firm based in Paso Robles. The company provides strategic business and organizational change management consulting, brand development; public relations, marketing, social media and website strategy; its clients demonstrate a unique sense of place relating to food, wine, agriculture, tourism, lifestyle and hospitality. Solterra Strategies currently works with Visit San Luis Obispo County which presents Sunset SAVOR the Central Coast – an annual food and wine event, El Dorado Winery Association, Monterey County Vintners & Growers, Oregon Wine Board and WiVi, a Central Coast trade show presented by Wine Business Monthly and Precision Ag Consulting.

About Hope Family Wines

Hope Family Wines is a family-owned and operated winery in Paso Robles, CA, encompassing five brands: Liberty School, Treana, Candor, Troublemaker and Austin Hope wines. The Hope family arrived in Paso Robles in 1978 and began planting wine grapes. They were among a handful of pioneering families who helped to shape and gain recognition for this distinctive winegrowing region. After growing grapes and developing vineyards throughout the eighties and early nineties, they began producing estate wines under the Hope Farms label. The Hopes established Treana Winery in 1996, to focus on regional blends from Paso Robles and the Central Coast. This same year, they incorporated Liberty School into their winery. In 2008, Hope Family Wines became an umbrella moniker to encompass the brands, which now includes Austin Hope, Candor and Troublemaker wines. To learn more, go to

Region: Central Coast

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