to all our team members
Chief Marketing Officer
Kristel joined Traditional Medicinals in 2022 as their Chief Marketing Officer to focus on building the brand for its next phase of growth, rooted in purpose and delivering high-quality, medicinal products that harness the power of plants and their many wellness properties.
Prior to Traditional Medicinals, Kristel spent more than 30 years helping beloved brands like Clover Sonoma, LeapFrog, Jamba Juice and Clif Bar & Co. meet or exceed business objectives through a combination of innovative new product launches, strong retail presence and marketing programs that create positive, lasting consumer connections. In her last role at Clover Sonoma as Chief Revenue Officer overseeing Marketing and Sales, Kristel led the transformation of the brand from a values-based regional brand to a national, conscious consumer brand through mission driven branding and innovative new products. Corson championed Clover Sonoma’s B-Corp certification as a way to align the business with its care for people, the community, and the planet. A key focus for Corson was packaging sustainability and product innovation. Under her leadership, Clover launched the first fully renewable plant-based milk carton in 2020 and the first gallon milk jug with 30% post consumer recycled (PCR) plastic in 2022. In 2022, the company launched Clover Sonoma Moon Milks, its first product line to go national and win a 2022 Nexty Editor’s Choice award for its Golden Moon.
Kristel earned a BS in Business Administration with a concentration in Marketing from San Francisco State University. She lives in Sonoma County with her husband and two children and proudly supports her community as a Bay Area native.
Jamie Emerson-Heery is a CPA and works as a Partner at BPM LLP. He has over ten years of experience in public accounting. His experience includes working with companies in a variety of industries in the public and private sector including winery and vineyard land, food and craft beverage, investment banking, investment funds, real estate and manufacturing.
Jamie holds a Bachelor of Science degree in Accounting and Finance from the University of San Francisco. He was recognized as a winner of the North Bay Business Journal’s Forty under 40 in 2016 and was recognized as one of ten North Bay Accounting Leaders You Need to Meet in 2019. He is also a member of Leadership Santa Rosa Class 35.
Vice President and Regional Business Development Office
Summer brings over 15 years of experience in business management, promotions, and marketing in the wine, agribusiness, food manufacturing, and restaurant industry and provides local specialized financial leadership and community support to Exchange Bank’s Commercial Banking group.
Before joining Exchange Bank, Summer was the regional marketing manager at American AgCredit where she managed all aspects of marketing and community support for the Northern CA Region and territories in the Central Valley (a $2B portfolio within 15 counties). Summer worked with the agriculture community including youth with fair loans, scholarships and diverse programs which included real estate, leasing and crop insurance to young and beginning farmer programs.
Summer attended Cal Poly, San Luis Obispo, where she received a Bachelor’s degree in Agricultural Business with an emphasis in Sales/Marketing and a minor in Viticulture. Her education also includes a Certified Sommelier and Certified Specialist of Wine (CSW). Summer’s accomplishments include the NBBJ’s Forty Under 40 Award 2019 and Sonoma West Magazine’s Women in Business Spotlight 2018. She is a board member of the Sonoma Farm Bureau, Sonoma Fair Foundation, Naturally North Bay, Santa Rosa Junior College Ag Trust and a past Russian River Winegrowers board member. Summer is a Sonoma Vintners Barrel Auction committee member, sits on the Sonoma-Marin Boys and Girls club advisory board, and is the VIP guest sommelier for the Sonoma County Wine Auction. Summer is also a guest auctioneer for the PBS Travel and Wine Auction.
Summer lives in Santa Rosa with her two sons, Cooper and Cruz. When not pursuing her entrepreneurial and community support passions, she can be found gardening or casting a line in the water, hoping to catch the next big fish.
Shawn started his career at Moss Adams 1999 with a focus on serving food and beverage companies. Currently, he leads the Food & Beverage Practice in Northern California and works with numerous food manufacturing and processing companies in the region. He actively helps clients implement their visions and business strategies. Shawn believes in a hands-on approach and spends much of his time in the field assisting clients with business issues, technical accounting issues, internal controls, implementation of corporate accounting policies and procedures, and financial management. He has extensive experience working with closely-held family businesses and private equity portfolio companies and reporting to boards of directors, audit committees, owners, and management. Shawn has assisted in both the sale and acquisition of numerous food processing companies. He is a member of the firm’s business combination subject matter expert group which provides guidance to clients in accounting for and reporting business combinations.
Carle Mackie Power & Ross LLP
Attorney and Partner
John Mackie is a Founding Director of FIG and serves as its pro-bono counsel and corporate Secretary. His firm, Carle, Mackie, Power & Ross LLP (CMPR) is a Founding Sponsor of FIG. John is a Partner in CMPR, a law firm based in Santa Rosa that specializes in the issues of business. John helped to found CMPR after holding a number of positions in government (last as Deputy Secretary of Business, Transportation & Housing for the State of California) and as a Partner in several other law firms. His own practice is concentrated in food and beverage businesses, mergers and acquisitions, corporate finance and real estate. John has served on the boards of a number of non-profit organizations including Sonoma Academy, The Oliver Ranch Foundation, LBC, Sonoma County Museum, North Bay Angels, Building Markets and others.
Carle, Mackie, Power & Ross LLP is a founding sponsor of FIG. It is a law firm based in Santa Rosa that specializes in the issues of business. This also includes issues related to non-profit organizations, such as trade groups and educational, cultural and philanthropic organizations. The firm’s practice areas includes the food and beverage industries; start-up enterprises and business organization; mergers, acquisitions and finance; intellectual property; employment counselling ; real estate and land use; commercial litigation; affordable housing and other areas of expertise.
Vice President of Marketing
Ritu Mathur is the VP of Marketing for Amy’s Kitchen, maker of organic and plant-based foods. Ritu brings over a decade of experience in the food industry, is skilled at telling emotional, purpose-led narratives to build brand love and awareness combined with an analytical mindset. As a seasoned marketer and brand strategist, she has a demonstrated track record of building consumer love and loyalty. In the past, Ritu served as the Senior Director of marketing at Clif Bar where she architected a values-based equal pay campaign for LUNA Bar and built key partnerships with the US Women’s National Soccer Team and Venus Williams to drive gender equality in sports. She also worked on the Outshine and Drumstick brands at Nestle. More recently, Ritu served as a consultant to Peloton on its global brand strategy.
COOKIE...take a bite!
The owner of COOKIE…take a bite!, Tracy Mattson, is a professionally trained pastry chef with over ten years of experience working in fine dining restaurants. She trained at L’Academie de Cuisine in Washington, DC and started her food career working in restaurants on the East Coast before settling in Sonoma County, California. To hone her craft and learn from the amazing talent in the pastry world, she has staged (i.e. volunteered for free) around the U.S. and abroad. Prior to changing careers, Tracy worked in Washington, DC for a Texas Congressman (a Democrat – we have those in Texas) and then in government and private sector focusing on environmental regulatory issues. Ready to start out on her own, Tracy started COOKIE…take a bite! to share her love of sweets and bring cookies to another level and make them a wonderful treat for any occasion.
Straus Family Creamery
VP Sales and Marketing
Mike serves on the executive leadership team and is responsible for marketing, sales and product development at Straus Family Creamery, a family-run, mission driven organic food business based in Petaluma, CA. For over 20 years Mike has held a variety of leadership positions in the food industry, delivering measurable results in diverse environments ranging from early stage, high growth start-ups to the world’s largest food company. Prior to coming to Straus, Mike served in several brand management and sales leadership roles at Dreyer’s Grand Ice Cream (a division of Nestle), Odwalla Juices, WetFeet.com and The Clorox Company. He earned his MBA at Northwestern’s Kellogg Graduate School of Management and a BS from The College of William and Mary in Virginia. Early in his career, Mike worked in the financial services industry, with both Ernst & Young and JP Morgan. Mike joined the Board of FIG/Naturally North Bay in 2018 and became Board Chair in 2019. He also serves on the Board of Grace Cathedral in San Francisco.
President and CEO
Will Seppi is the President & CEO of Costeaux. He is the second generation to step into the baking business following in the footsteps of his father and mother, Karl and Nancy Seppi. Prior to re-joining Costeaux in October of 2004, Mr. Seppi was the Corporate Controller of Celerity Group, Inc. a leader in design and manufacturing of gas and chemical delivery modules integral to the manufacturing of semiconductors. Under his leadership, Costeaux has grown into a regional producer and distributor of craft bakery items and operator of several company branded retail bakery cafes. Costeaux French Bakery has been a Healdsburg establishment since 1923 and has been owned and operated by the Seppi family since 1981. Mr. Seppi graduated with a BS in Accountancy from Villanova University. Will and his wife, Brandy, reside in Healdsburg with their three children.
Geraldine Flatt is the Director of Human Resources at Sonoma Creamery. She is an accomplished, SPHR certified talent and culture leader, with 20+ years’ experience in human resources and operations management. Previously, Geraldine had a great 20 year run with Gloria Ferrer Winery, part of the global Freixenet group. She has worked with local small organizations as well as national and global organizations in the wine, hospitality, software, imports, and recruiting industries. Geraldine has been a Board member and volunteer with PASCO (Professional Association of Sonoma County), Sonoma Valley Vintners & Growers Alliance, Winejobs.com Summit, and Western Management Association.
A little more about her: she’s a Pisces (with a Virgo rising), who loves everything about summer (sun, water, boating, warm nights, and long daylights), loves to dance (might be related to her Hispanic roots), and prefers a good cheese plate over sweets for dessert, with a glass of bubbly, of course.
If Geraldine could have any three celebrities over for a dinner party (likely a paella or BBQ made by her husband), she’d invite Chip and Joanna Gaines, Tina Fey, and Michael Franti.
Come get to know Geraldine, and the rest of the NNB HR Forum, at our next meeting!
Manzana Products Co.
Sales and Marketing Working Group Co-Chair
Alissa Trinei was born and raised in Sebastopol, once known as the apple capital of the world. After finding it necessary in 2013 to get back to her roots and move into an industry she truly believed in, she was able to leave her career in education to follow her passion in agriculture. Now the Marketing Specialist at Manzana Products Co., Inc, the last apple cannery in northern California, Alissa brings an exceptional level of knowledge and passion overseeing the marketing strategies for both the company as well as their own North Coast Organic brand. Alissa sees and considers local apple growers as part of the family and is driven by the need to keep orchards planted in Sonoma County.
While not at work, Alissa still enjoys spending time in the orchards watching what beautiful and inspiring changes are taking place. She also takes pride in her own organic farming practices at home, and enjoys anything outdoors relating to camping, hiking, running, and paddle boarding. Indoors you can find her creating recipes for the brand, crocheting, cuddling kitties, and working on her yoga practice. Alissa also volunteers as a Delivery Angel for the Ceres Community Project, an organization very close to her heart.
Naturally North Bay
Jill comes to Naturally North Bay with an abundance of leadership experience in the Bay Area. With a passion for giving back to the community, Jill served as executive director and board chair for multiple nonprofits and community boards over the years. In these roles, she’s worked in collaboration with both state and local governments to secure maximum funding through grants and annual budgeting initiatives.
Jill holds a Bachelor’s of Science and a Master’s of Information Systems in addition to the Project Management Professional (PMP) certification. Using her prior experience in real estate and medical device sales, project management, and information systems implementations, Jill has had great success developing strategic operational and financial plans for organizations. Prior to relocating to Sonoma County, Jill worked in healthcare as a clinician and eventually transitioned into working for a Medical Device startup where she handled accounts >1 Mil.
Jill also holds a Baking and Pastry Management degree and is co-owner of Eye Candy Chocolatier in Sebastopol. As a local realtor and member of the business community she served on the board for the Sebastopol Downtown Association.
Fun Fact: Jill has traveled the world with her family and is fluent in German.