Word: calif
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...breed of more marketing savvy NASCAR drivers, it certainly is. Jeff Gordon, NASCAR's clean-cut mascot who is already dismissed by some die-hards as insufficiently macho, is making wine under the Jeff Gordon Collection label. Working with a vineyard and a winemaker in Calistoga, Calif., Gordon is producing small quantities of a Carneros Chardonnay and later this year he'll have two more varieties ready for market - a cabernet sauvignon and a merlot. Gordon considers wine a personal passion separate from his NASCAR persona and he's proud to point out that his chardonnay is on the wine...
...inspired by chef Ann Cooper, whose 2000 book, Bitter Harvest, is well described by its subtitle: A Chef's Perspective on the Hidden Dangers in the Foods We Eat and What You Can Do About It. Cooper, who now runs the acclaimed meal program of the Berkeley, Calif., public schools, writes passionately against industrialized farms that "inhabit a flattened landscape dotted not with trees, farmhouses [and] animals ... but with huge motorized vehicles." After meeting her, Dickman began to go to farmers' markets...
Café 150 has access to local beef from Bassian Farms in San Jose, Calif., but the restaurant can't obtain everything it needs from the valley. Take salt. "There are salt flats a quarter-mile that way," said Keller, pointing to the horizon, "but they're for industrial purposes." So he buys salt "off the truck," from a food-service deliverer...
...enough to drive McPhee, a Los Angeles--based real estate developer, to take drastic action. On Valentine's Day he plunked down $7,500 for a three-day intensive golf fantasy camp at the Titleist Performance Institute (TPI) in Oceanside, Calif. "They are the top of the chain when it comes to breaking down your swing," he says. And break it down they did. McPhee was filmed, hooked up to electromagnetic sensors, put through a fitness and flexibility challenge and even asked about his eating habits. And, oh yes, he hit bucketloads of balls...
...realizing that opening their knowledge vault to a wider audience not only makes good marketing sense (can any avid golfer visit a clubmaker and not walk away with at least one new toy?) but also allows hackers to improve their game quickly. In January, Callaway, based in Carlsbad, Calif., introduced its VIP Experience, a two-day golf immersion and pampering program featuring the experts who work with Phil Mickelson and the LPGA's Annika Sorenstam. For now, it is open only to corporate clients, who pay $10,000 a head, but the company is considering including individuals and groups soon...