Sustaining Tradition: The Journey of a Second-Generation Oregon Wine Producer

The transcript discusses the journey of a family in establishing a wine business without prior experience. The parents, as pioneers, laid the foundation, and the second generation, represented by siblings Alex and Alice, took over as co-presidents. They aim to pass the business to the third generation without pressure, encouraging participation and interest. The focus is on stewardship and leaving the business in better shape for future generations.

What is the expectation for the third generation regarding participation in the family business?

How does the speaker feel about pressuring the next generation to take over the business?