New Benchmarking for Vineyard Budget Success: Insights and Practical Applications

Randy Heinzen

Vineyard Professional Services, Inc., California

Randy Heinzen is the owner of Vineyard Professional Services (VPS), a farm management company operating across the Central Coast of California and based in Paso Robles.

Before becoming President of VPS, Randy farmed for Beckstoffer Vineyards Napa Valley, and prior to that was the Director of Vineyard Operations at Saintsbury Winery. Beyond being an ASFMRA Accredited Farm Manager, his educational background includes studying Viticulture at the University of Adelaide, earning a degree from Cal Poly San Luis Obispo, and Winery Business Management Certificates from Sonoma State and UC Davis.

Randy’s commitment is demonstrated through involvement in a number of organizations. He serves as an At-Large Board Member of the National Grape Research Alliance, Treasurer of the Paso Robles Wine Country Alliance, Board President of the CDFA Pierce’s Disease and Glassywing Sharpshooter Commission, and appointee to the AgWest Local Area Committee (Coastal Region). His leadership contributions were recognized recently as CAWG’s 2025 Wine Industry Leader of the Year.

Outside of work, Randy and his family lead full lives engaged in local activities from athletics to agricultural pursuits. Randy and his wife, vineyard Realtor Jenny Heinzen, contribute as animal haulers and sports coaches, while their children assist in running the family vineyard and businesses.

Tim Kensinger

AgWest Farm Credit, California

Tim Kensinger is a Sr. Vice President at AgWest Farm Credit Services in Paso Robles, CA with over 20 years of experience in vineyard and winery lending. He leads a team of Relationship Managers with a focus on the vineyard and winery industry along the Central Coast of California. He has had the privilege of working with vintners to finance vineyard developments throughout the state over the past two decades. He is a graduate of Cal Poly, San Luis Obispo and Pacific Coast Banking School.

Craig Ledbetter

Vino Farms, LLC, California

Craig Ledbetter graduated from California State University, Fresno; with a BS in Agriculture Economics. He is the part of the third generation that has joined Vino Farms, LLC, and the fourth generation in California farming.

Craig joined Vino Farms, Inc May 1st, 2006 as Vice President of Sales. While he manages the day-to-day operations of the family and clients 5300 acres of vineyards in Lodi, he also handles all winery relations and grape sales for Lodi and Paso Robles areas. He is part of the G3 generation that operates roughly 16,000 acres of vineyards throughout CA. He is also closely tied to several of Vino Farms large clients which requires him to travel the state.

Kara Maraden

Foley Family Farms, California

Kara Maraden is the Senior Director of Viticulture at Foley Family Farms where she drives all viticultural operations for 4200 acres of winegrapes in California and Oregon.

Kara, a native of Pennsylvania, earned her BS in Horticulture and Master of Agriculture in Plant Pathology from Penn State University. She moved to California in 2010 to pursue a career in wine and viticulture. After a season of vineyard scouting in Sonoma County, CA, she earned her PCA license and went on to work as a viticulturist for several premium winegrowing operations including Clos du Val and Regusci Vineyard Management in Napa Valley.

She joined the Foley Family companies in 2016 as the Director of Viticulture where she brought regional operations together and worked to bring 100% of Foley’s planted acres into sustainability programs. Kara joined FFF’s executive leadership team in 2023 where she drives strategic planning and long-term sustainability initiatives, identifies and implements operational efficiencies, and ensures quality farming at an enterprise scale.

Kara is driven by her commitment to sustainability and passion for agriculture. In her free time, she can be found helping her partner Mike with their small wine label, spending time with their two rescue dogs, and enjoying good food, and fine wine.

Daniel Sumner

University of California, Davis

Daniel A. Sumner is the Frank H. Buck Jr. Distinguished Professor in the Department of Agricultural and Resource Economics, UC Davis. He is also the director of the University of California Giannini Foundations for Agricultural Economics and for about 25 years was the director of the University of California Agricultural Issues Center. For many years Sumner has taught “The Economics of Agricultural Sustainability” to a diverse group of undergraduates. He also teaches “Agricultural Economics” to graduate students.

Sumner’s academic research, teaching, and outreach have concentrated on challenges facing farms, agribusinesses, and industries. He studies cost and supply conditions for farms and agricultural industries, farm product demand tied to farm-based attributes, and competition among firms, regions, and industries. Much of his research has focused on international trade and government subsidy and regulatory policy. He was honored with the award for policy contribution and is a fellow of the Agricultural and Applied Economics Association. In 2022 he was recognized with the annual distinguished faculty award from the UC Davis College of Agricultural and Environmental Sciences.

Before returning to California in 1993, Sumner was a senior economist at President Reagan’s Council of Economic Advisers and was the Assistant Secretary for Economics at USDA, appointed by President George H.W. Bush and confirmed by the U.S. Senate. In that role, Sumner led economic policy analysis and research, statistical services, and commodity outlook at USDA, with oversight responsibilities for USDA’s professional economists and statisticians. Sumner earned his Ph.D. in economics, with specialty fields in agricultural and labor economics from the University of Chicago, an MS in economics from Michigan State, and his BS in agricultural management from California State Polytechnic University, San Luis Obispo. A native of Suisun Valley in Solano County California, Sumner grew up on a fruit farm and was active in 4-H and FFA.

Scott Williams

Coastal Vineyard Care Associates, California

Scott Williams, Chief Sales Officer – Coastal Vineyard Care Associates:

Scott Williams is a respected vineyard manager, viticulturist, and leader within Coastal Vineyard Care Associates, where he serves as the CSO. He holds a Bachelor of Science in Botany–Biology from California State University, Fresno, and a master’s degree in plant protection from California Polytechnic State University, San Luis Obispo. His academic foundation, combined with his extensive field experience, makes him a highly valued member of the Coastal Vineyard Care team.

Scott’s deep roots in viticulture and winegrowing have shaped his thoughtful, creative approach to vineyard management. Influenced by his father, Dr. Larry Williams, a distinguished Professor of Viticulture and Enology at UC Davis, and his brother, Mark Williams, a winemaker in Napa Valley, Scott brings a unique blend of scientific insight and practical winemaking perspective to his work.

Since joining Coastal Vineyard Care in 2019, Scott has focused on building collaborative partnerships with winemakers to help realize their stylistic and production goals. He is committed to tailoring farming practices to meet each client’s vision, serving as a strategic liaison between vineyard owners and winemakers to balance economic performance with premium quality objectives.

Scott’s career spans key leadership roles, including Director of Winegrowing and Brand Ambassador at Niven Family Wine Estates, Vineyard Manager with the Pacific Vineyard team under George Donati, and Viticulturist for J. Lohr Vineyards & Winery in Paso Robles. Across these roles, he has earned a reputation for technical expertise, thoughtful communication, and a relationship-forward approach to vineyard stewardship.

Scott’s dedication to long-term client partnerships and his extensive network within the industry continue to support the growth, innovation, and elevated reputation of the Santa Barbara County wine region.