PHOTOGRAPHY BY MARK C. ANDERSON
An award-winning tequila with local roots
It’s all in the name. El Jefe’s Carmel-native creator Ryan Sanchez isn’t afraid to admit it.
“The whole industry is about marketing,” he says. “We have the most marketable name for tequila. I don’t think I knew the value when I registered it.”
In fact, he was confident enough in his choice that he turned down more than $1 million for the name well before he filled his first shot glass.
“I knew it was the one opportunity I’d have to create a household brand,” he says. “It was risk-versus-reward, and the ‘journey’ part of it I was really intrigued with.
“Besides,” he adds, “I wasn’t gonna think of another name that good.”
Maybe not all in the name: … Read More
PHOTOGRAPHY BY JOHN COX
Indulge your pets with these farm-to-canine dog treats
How many times have you gone to the local farmers’ market and passed the sign prohibiting dogs and thought, “but my dog would love it here?” Doesn’t it seem like a farmers’ market is, in fact, the ideal place for a dog with the crowds of people to love, ground littered with bits of food and an unending supply of new and exciting scents? Sadly, the health department is unlikely to soon welcome your pet to the farmers’ market…but you can bring the farmers’ market to your pet.
Beyond a desire to share our love for local food with our pets, there are other practical reasons for considering freshly prepared dog treats, such as: reducing packaging, supporting local … Read More
PHOTOGRAPHY BY COLINE LECONTE
Bringing nature back to the fields has many benefits
Wouldn’t it be amazing if the rumors were true? All we have to do is plant several billion trees worldwide and we can reverse global warming! This idea is so timely that it was just announced in the Philippines that students are required to personally plant 10 trees in order to graduate from high school. Trees sequester carbon from the atmosphere as they grow by breathing in the CO2 we exhale. Fortunately for us, trees exhale oxygen—a handy exchange. It’s how nature works. We’re part of it. But there’s more.
What’s not so easy to swallow is that the way we’ve traditionally grown our food accounts for nearly one-fifth of the world’s greenhouse gas emissions—a huge contributor … Read More