Today we’d like to introduce you to Yoni Treibatch
Hi Yoni, please kick things off for us with an introduction to yourself and your story.
I was a behavioral therapist for children on the autism spectrum working with ages 8-22. I progressed rapidly through the field, and within a short time earned a Bachleor of Neuromuscular science. As time went on, I began to take on more difficult clients, all of whom required full attention to detail. They were older, stronger and had a tendency to hurt themselves or others. After 12 years of this, I was tired and I moved on and began working at a play- based pre-school in Santa Monica, thinking this would be freeing and way more fun. It was and it helped me find my inner pre-schooler again. Then, the pandemic hit and life on pre-school campus drastically changed. The rigidness and structure of my previous work, reinserted itself and once again I needed a change. At this moment, I had just had my first child and being play dad at school and going to be real dad at home was tiring. I finished my teaching career the summer of 2021 and was on a vacant road leading in no direction. The following fall and winter, was bleak and scary. What was I going to do? I looked into multiple fields that interested me and none of them materialised. Then I simply sat back and asked myself what I enjoyed. Immediately food and wine came to thought, it helps that my dad is a farmer. Being that my wife and her sister own and opperate a members based travel agency and concierge, this theme of luxury food and wine seemed to fit the family.
My wife and I had visited Europe recently and we had some very elegant wines, in Spain, near Tarragona, 1 hour 30 minute drive south of Barcelona. I found the diamond in the desert. An ancient mountainous place called Priorat, which happens to be one of Spain’s most prominant winemaking regions and has supported vineyards since the Romans brought grapes 2,000 years ago. We became friendly with a family that began their winemaking journy in 1979, yet did not release their first vintage until 1989. Carles and his son Guillem Pastrana of Clos de l’Obac, and their importer John Cancilla, through their guidance, have been an integral part in establishing this idea into something tangible. Through a series to emails with Guillem, we found the missing link to my path forward. I embarked on an 8 month journey of research diving into a few areas I found to be underrepresented in LA’s wine scene. Catania, Lombardia, Puglia, Sicily, and Veneto. Eventually settling on Lombardia, Piedmonte, and Veneto. I visited for almost two weeks and met with multiple small families who shared the same passion as me for history and agriculture. From here, I developed a portfolio and decided which wines I liked the most. The families I now work with use only organic methods of agriculture with sustainabiliity coinciding. Traditional philosophies with modern techniques. Low-intervention and hand harvesting leads to lower yields yet truly incredible representations of the terroir (earth and sediment) and micro climates the grapes are grown in. Now I work with more local products or have again, found small families working their ancestral land to forage or create incredible products. From Italian truffles to Spanish olive oil. We are looking big picture and want to house a business based on quality.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
As any new business, we have faced adversity at every turn. Our first container of wine we imported arrived late into the year. Let’s say there are “buying seasons” and we missed the fall oppertunities. This is when I brought in the food products. Then, breaking into a congested field such as wine sales was far more difficult than expected. Restaurants were not ready to make time to meet with someone inexperienced and unknown. The few sales I had came from door knocking, which worked very little. But I was relentless. I was fully invested in this and HAD to make this work. The learning curve in real time can be daunting and stressfull. You must make sure their is a strong support system of people around who believe in you. I’m thankful for this core of people.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
We are a small family firm that is creating a 360 degree business model. From what my wife does as a travel agent and concierge at METTA Management, to my wine import and luxury food sales, we’re able to create multifacited event style projects while also providing the catering and beverages. The travel needs (flights, hotels, transfers, experiences/events) we take care of are all integrated into our business model. This allows the client to fully relax and enjoy knowing they have a support team behind them. Our attention to detail is one of our calling cards. This has worked its way into every aspect of what we do. Same with the farmers I work with who all share similar philosophies of green agricultural methods. I find the best products are made through centuries of trial and error. They are labors of love that transcend history. Come find each families history within the richness of each truffle, with the velvety finish of each wine, within the glistening gleam of golden oil spilling onto your plate. This is what excites me! This is why I followed my passion into a career.
Let’s talk about our city – what do you love? What do you not love?
LA! I love you! Being born and raised in LA and seeing the evolution of each neighborhood has been a deep experience. The changing of the tides per se. Shout out to Chef Thomas Keller. I love how multicultural this city is, and if you’re up for an adventure and some traffic, then you can go find hidden gems everywhere. The cultural food scene here is sprawling. Mexican reigns supreme, but other regional cuisines are quickly stamping their mark. There is a life to this city underneath the veneer of industry and social media. Something that can feel real and unwavering. Little known spots around the city that provide a repreave from the hussle. That’s what makes this city incredible. Not so incredible is the time it takes to drive 7 miles. Not so incredible is the cost of living for a small family trying to build it’s future. But please, name me a city in the U.S. that is NOT having these issues right now. LA is my home and I love her.
Pricing:
- Spanish Wines from $16-$45 and $120+
- Amarone wine $60+
- Barolo wine $55-$84
- Unique white wines $24-$36
- Sparkling wine $24
Contact Info:
- Instagram: https://instagram.com/mettafinewines
