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 - Winemaker
A New Zealand native, Ross grew up amongst the mountains in Fiordland National Park in the island's southern region. Food and wine has always been a part of Ross' life (you should see him eat!). He's actually a semi-qualified chef after completing a cooking/beverage course in Dunedin. Following his return from Australia where he "discovered" himself, Ross returned to Hawkes Bay, New Zealand to pursue a Bachelor of Viticulture and an Advanced Diploma in Oenology. Upon completion of his studies, Ross moved to Central Otago and worked at New Zealand's premier Pinot Noir producer, Felton Road Wines, then headed off to Marlborough to pursue a position at Grove Mill Winery.
Ross originally joined the Flat Rock Cellars' winemaking team in 2006. He began his journey with Flat Rock Cellars as a Harvest Intern during the 2006 vintage and quickly became Assistant Winemaker following harvest and throughout 2007. After a second stint in New Zealand, Wise returns to Flat Rock Cellars as a Cool Climate specialist. His experience at New Zealand's premier Pinot Noir producer, Felton Road Wines in Central Otago, and Grove Mill Winery in Marlborough, New Zealand will serve him well in this role. Both wineries focus on the core varieties he is making here at Flat Rock Cellars. Wise's experience in making top notch Pinot Noirs, Rieslings and Chardonnays at Felton Road Wines and Grove Mill Winery coupled with his passion for vineyard management will surely lead to the production of some amazing wines beginning with the 2009 vintage. Wise's first wines at Flat Rock Cellars will be ready for enjoyment this spring.
Jillian Nero – 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.
Rebecca Hawkes-Hamilton - Flat Rock Cellars Ambassador and Sommelier
Rebecca is another home-grown FRC team member, who began her journey through the world of Niagara wine at the young age of 16, while working at a local winery. After completing her B.A. in Psychology at Brock University, Rebecca put that knowledge to use with a short but enlightening career as a Social Worker for FACS.
Following her enlightenment, Rebecca was one of the first students to graduate from the new CAPS program offered by George Brown in Toronto. She quickly accepted a position at the CN Tower, 360 revolving restaurant as one of the restaurants Managers. Other fine dining experience includes employment with Avalon, Easy & the Fifth, and Vineland Estates Winery Restaurant. Rebecca complements the knowledge gained of the Ontario's restaurant industry with a breadth of experience at a number of local wineries.
Before settling in with Flat Rock Cellars as our On-Premise Sales Representative, Rebecca also had a chance to work the land in Santa Ynez, California as well as work for a large consignment agency providing her the opportunity to travel to the wine regions of Italy and the Napa Valley, California. Rebecca loves selling local, award winning wines, and we love that she joined our team.
Tiffany Richardson - Retail Supervisor
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 fiance (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 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.
Vicki Smyth - Logistics Coordinator
Growing up in Niagara, Vicki watched with great interest the booming wine industry. After leaving her job at a local environmental company to stay home with her son for 3 years; she felt it was time to re-enter the workforce. Knowing that she did not want to go back to environmental management, her first thought was wine.
Her interest and passion for wine soon landed her a job at a local winery where she became Retail Manager and headed up the monthly Wine Club. In the year and a half that she was there, she learned many things about wine and the industry itself.
In November 2007, Vicki joined the Flat Rock team where she oversees logistics among other things. Vicki loves working behind the scenes getting our great wines out to our loyal customers whether at home, in a restaurant or your local LCBO. In the two years that Vicki has been a part of the team, she has seen how far FRC has come, and is very excited about where we are going the future.
