By Laurie Wachter
Few voices are as passionate about Mendocino County as Martha Barra, who, for more than 40 years, has devoted herself to the continuing success of her family’s award-winning winery, Barra of Mendocino. On her 80th birthday in 2021, she received a U.S. Congressional Resolution honoring her lifetime work building the Barra family wine business.
Barra describes the challenges of 46 years in the grape industry as “Never a dull moment!” She still manages the farming of more than 300 vineyard acres and nine grape varieties, as well as staying involved with the tasting room, event center and custom crush facility on a daily basis, saying it “fills me with pride and exuberance.”
Signature style
Katrina Kessen, executive director of the Greater Ukiah Business & Tourism Alliance, considers Barra a mentor and good friend.
“She has passion, strength and grit, but she’s very approachable,” Kessen says. “She’s a pillar in our community. Her signature style is, ‘Where there is need, I’ll be there.’ That includes speaking out and advocating where there’s a need, giving her time in personal ways — such as quietly making the food at the Sons of Italy in Redwood Valley pasta feed — and helping nonprofit organizations afford the cost of hosting fundraising events with lower rates to use the picturesque [Barra] venue.”
Barra serves on the Mendocino Community Health Clinic’s Board of Directors, which plays a critical role in meeting the health care needs of people from all walks of life. Barra believes that one nonprofit she supports, SPACE (School of Performing Arts and Cultural Education), has the most impact because it helps build confidence in young people.
Stepping into leadership
Barra came to Mendocino as a young teen and, in 1980, married Charlie Barra, a pioneering wine grower. Her husband began growing grapes without the use of chemicals in the 1940s, when the term ‘organic farming’ first emerged, and he was an early recipient of CCOF organic certification. Together, the Barras have inspired Mendocino grape growers to gain organic certification for close to 25% of the county’s vineyards.
Barra worked side-by-side with her husband until his passing in 2019, when she assumed leadership of the winery. At her side are her son, Shawn Harmon, and daughter, Shelley Maly. She says, “I love that both my adult children are involved; it adds another dimension to my life that I never anticipated when we started our brands in 1999.” Today, Barra distributes Barra Reserve and Girasole wines in 28 states and Japan.
Barra reflects, “It’s not difficult to describe why I love Mendocino County! The vastness of the area, the natural beauty of a rugged coastline and soaring redwood trees. I love that most of the acreage has been untouched by either residences or industry, and that it exists in a pure, pristine environment.”
Pondering the future, Barra is confident that the region’s winegrowers and wineries are moving in the right direction to rebalance the industry. She sees strength and opportunity in Mendocino County wineries’ unique microclimates and organic farming practices. With its recent recognition as a Wine Region of the Year, and Martha Barra’s warm and approachable style leading the way, Mendocino County is well-positioned to weather the ebbs and flows of the wine business.
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Wine Industry Advisor has expanded its Wine’s Most Inspiring People (MIP) articles into a monthly series. We will be profiling individuals from within our industry who showcase leadership, innovation, determination and inspiration — both within the industry and in society at-large. If you would like to nominate someone for MIP consideration, fill out the form here.
Laurie Wachter
Laurie Wachter writes about the food and beverage industry from Northern California’s wine country, drawing on more than 30 years of analyzing and advising Fortune 500 companies on marketing to consumers.
