The People
Ed Madronich Sr. -Founder
Flat Rock Cellars is solely owned and operated by its founder - Ed Madronich. Born and raised in the area, the winery is the fulfillment of a dream shared by his father and son. In 1954, his father applied for a winery license, but was denied. More recently, his son, also Ed Madronich, established his career in the wine business and shared a passion for wine. Combined, father and son, have worked together to create Flat Rock Cellars.
Ed Madronich – President
Ed credits a summer in France and exposure to a few choice bottles of wine for his passion. Since that first foray into the vines, he knew that he wanted to make great wines. Running Inniskillin for several years helped him to define his approach to wine: one that both reflects and challenges conventional wisdom.
His easy hospitality and devilish sense of humor is juxtaposed with a more serious sensibility when making wine. Ed believes that the Twenty Valley has the potential to produce some of the best wines in the world. He also is firm in his conviction that Pinot Noir, Chardonnay and Riesling are the ideal grapes for Flat Rock’s vineyards. Using estate grown grapes and the most advanced wine making techniques, Ed and his team work tirelessly to produce wines that reflect the soils and climate from which they originate.
His passion is infectious, and his determination to share the mysteries of the vine is a bonus for the rest of us. The big question is, will his passion rub off on the future wine lovers he goes home to at night, Madeleine and Samson? How could it not!
Ross Wise - Viticulture Guru (aka Winemaker)
A New Zealand native, Ross grew up in the Deep South amongst the mountains of Fiordland National Park. While studying to become a chef, a tour of the famous Central Otago wine region in made him reconsider his career choice. Not long after this, he was enrolled at Charles Sturt University studying Viticulture and Oenology. While still a student, he was able to rack up three harvests in Hawkes Bay, as well as a stint working as a brewer in one of New Zealand’s top micro-breweries. After four years of beverage fuelled study, he graduated (top of class) and promptly moved south again to work at the world renowned Pinot Noir Producer, Felton Road, in Central Otago. It was here that he developed his passion for great Pinot Noir, Riesling, Chardonnay, and compost making.
After developing the common kiwi genetic disorder known as ‘itchy feet’, Ross then moved on to Marlborough for a harvest, before introducing himself to true cold climate winemaking in Niagara for the 2006 harvest at Flat Rock. He then quickly became Assistant Winemaker, and stayed on throughout 2007. In 2008 he returned to Marlborough to take on the Assistant Winemaker role at Grove Mill, another premium Pinot Noir, Riesling and Chardonnay producer. Following two more southern harvests and a couple of long haul flights, Ross found himself back at Flat Rock for the 2009 harvest, this time as Winemaker. His passion for winemaking and precision viticulture, along with his cooking, brewing and compost making skills, make him a great asset for Flat Rock Cellars!
Jillian Nero – The Orginal Groupie (aka Marketing and Sales Manager)
Jillian’s passion for wine began while at Brock University in Niagara,
where she earned an Honours Bachelor of Business Administration and participated in the university’s co-op program at Peller Estates winery (Andres Wines) working in Corporate Sales and Events planning.
Deciding to kick it up a notch, Jillian moved to Dijon, France and continued to explore the world of wine while completing her university studies. Upon her return, Jillian thrived at Vincor as Assistant Brand Manager for Inniskillin Wines where she developed successful marketing and promotional programs for her brands.
Her solid background in the industry, creativity and quick sense of humour helps keep everyone on their toes and ensures that Flat Rock maintains its focus on interactive and personal experiences that will keep you coming back for more.
Tiffany Wise - Resident Wine Fanatic (aka Sales Manager)
After graduating from the University of Western Ontario, Tiffany 'paired' her media studies degree with a diploma in Winemaking & Viticulture from Niagara College, as she was determined to find a career that would bring her love for wine, people and the rural life together.
Tiffany first came to Flat Rock Cellars as a co-op student with Niagara College. It was here that she fell in love with all things wine - the heady smell of the barrel cellar, the dirty hands and sweaty brow after working in the vineyard and sharing laughs with people at the tasting bar. After finishing her studies at the college, Tiffany and her Kiwi husband (whom she also fell in love with at Flat Rock!) moved to New Zealand for over a year to work in a winery in Marlborough.
The draw of Flat Rock was too strong to keep Tiffany away for long, and she and Ross returned to Niagara. Shortly following her return, Tiffany accepted the position as Retail Supervisor and now heads up hospitality and sales at the winery. Tiff's bubbly personality, knowledge of not only Niagara's wine industry but of wine in general, and her drive to make every customer's experience a memorable one, makes her a natural fit for the position.
Tracey de Loryn - The Wrangler (aka Logistics Coordinator)
A business graduate from Saint Francis Xavier University and a native of the East Coast, Tracey boarded a plane and headed to Tokyo, Japan upon graduation. It was her new home for the next four years and it was here that she met her Australian husband, Levi. The duo moved to Adelaide, Australia while Levi completed his Master's in Oenology and it didn't take long for Tracey to convert to a stage three wine geek.
After spending over two years in Australia, the couple ventured to Marlborough, New Zealand where Tracey finally experienced her first "hands on" harvest in the cellar of Wither Hills. And here...it didn't take long for her to realize that while she did love wine, the "hands on" labour of love was not kind of love she was looking for. A changed role at Wither Hills allowed her to get back to what she's best at: helping customers in her friendly fashion, keeping the team organized and tasting, not making, the wine.
After living internationally for over seven years, Tracey and her husband decided the wine region of Niagara was a good place to call home. Tracey joined our team in the fall of 2010 and now heads the logistical side of Flat Rock Cellars.
Jen Selvig - The Roadie (aka Retail & Hospitality)
A born and raised Niagara-phile Jen Selvig joined our team in 2011 to put a little heart in our hospitality. We've dubbed her "The Roadie" because her skill for seamlessly setting up, executing and tearing down events became evident on her first day on the job when we hosted the opening reception for the 2011 International Cool Climate Chardonnay.
Before becoming an honours graduate of Niagara College's Wine Business Management Post Graduate program Jen's compassionate character found her working in Saskatchewan, British Columbia, and Quebec volunteering in community building. As a graduate, Jen has put her networking and organizational skills to use by running The Organic and Biodynamic Viticulture Workshop and a sales conference for the wine industry.
At Flat Rock Cellars Jen is the warm and welcoming face you'll see behind our retail bar as well as the go-to gal to help you book and plan your private events. If you can't find her at Flat Rock you'll likely find Jen at a local restaurant trying out a new seasonal menu, enjoying wine after a nice long hike on the Bruce Trail.
