Meet Brandon Fitzgerald | People & Planet Founder

We had the good fortune of connecting with Brandon Fitzgerald and we’ve shared our conversation below.

Hi Brandon, what was your thought process behind starting your own business?
I started People & Planet to help bridge the gap between California and the real Mexico… or at least the real Valle de Guadalupe. Although massive cruise ships pull into the port of Ensenada, just south of Valle de Guadalupe, very few make it to Valle or more than a few streets away from the port. This is such a shame. What is happening in Valle de Guadalupe and Ensenada is very special. There is truly incredible, world-class food and wine being made and I want people from across the Californias (California, US and Baja California, Mexico) to come together around that accomplishment.

Tourism also brings a lot of money into Mexico, but a lot of that money never sees the hands of family-run or independent businesses. I wanted to create a business that brought more people to the smaller businesses that really make up the community. As a white American, this seemed like a helpful, anti-colonial way of doing business in Mexico since this practice puts money directly into Mexican hands. Living in Mexico (previously full-time, but currently part-time) also ensures that more money made in the community stays in the community. It’s important to think about these things, for too long Mexico has been exploited by US-based businesses and corporations and I wanted nothing to do with that.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I think we’re unique for a few reasons:

When touring…

We don’t just go to a few wineries for some photos in wine country, we go to places deeply connected to Valle and learn about the ideas and people making it all happen. We’re uniquely positioned to give our guests insider access to Valle de Guadalupe. We visit private cellars and sit down with winemakers for long talks. Beyond unique access to Valle, People & Planet also has unique insights from participating in the wine-making process. By helping out at everything from harvest and barrel aging to bottling, we’ve learned a lot and like to share what we’ve learned with our guests. Ideally, people walk away from our tour having made some new connections and with a deeper understanding of wine.

When tasting…

We’re very flexible with where we can do tastings in Southern California. We’ve done private events at private homes, a nonprofit fundraiser, and even among friends in an alcohol-permitted zone of Balboa Park. Another unique attribute is we do our tastings without attitude. Wine can be very intimidating, with lots of big words and complex concepts. We boil it all down, make it fun, and empower our guests to experience Mexican wine with open hearts. By doing this, we take back wine and make it for everyone… from infrequent wine drinkers to long-time enthusiasts. Finally, we’re unique in that we share wines we have personal connections to. Perhaps it’s a bottle we helped to harvest or a wine we remember tasting from the barrel before it was ready. Whatever the case may be, if we’re pouring you a taste, you can expect us to know the names of the winemaker who made it along with many other details.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

Ohh man, bring your passport. I’ll repeat what Anthony Bourdain said to this same question…

“No offense to San Diego, there are a lot of good restaurants here, a lot of really fine restaurants… I personally would drive over to Tijuana…”

Going south of the border means e new concepts, flavors, and experiences. It’s a privilege to be this close to such an exciting, dynamic, and innovative corner of Mexico.

For restaurants, I always tell people about Fauna and the local favorite Villa Torél, two spots that just ranked in the top 25 resultants of Latin America. I also always encourage friends to check out Wa Kumiai Tabita… a cozy, welcoming Mexican breakfast and lunch place led by Tabita Dominguez and other Kumeyaay (Indigenous) women.

As for wineries, I have a long list depending on what someone is looking for. I usually find myself at Mas Vinos or Vinos Pijoan. I have friends at both, who I like to keep up with. I also feel connected to their wines because I’ve been known to show up and help during harvest season and well beyond. Their wines are also delicious, varied, and interesting, which helps. These are not those corporate wines you’re tired of trying at the grocery store, this is a whole new world. From either of these spots, you’ll get more good advice on which wineries to try next…

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
This entire adventure would not be possible without the generosity, innovation, and hard work of countless Mexican winemakers and workers across the industry. They are the ones making Valle a success, not me. From year-round work in the field, to harvest, to production and aging, to bottling and distribution, many hands have touched each bottle we enjoy. Many people have put their time, energy, and creativity into each bottle and I’m thankful for that. We try to identify and work exclusively with the independent wineries that pay their staff fairly, this is a tangible way we can thank workers for what they do.

A lot of precious materials also go into each bottle — like water — so I’m thankful every time it rains because that means more wine to work and appreciate. We partner with wineries that use or buy grapes from older vineyards (which need less water) or have adapted their practices according to environmental concerns. I’m thankful for their dedication to our planet… and for the incredible wines they make.

Specifically, I have to thank a few friends and colleagues who live up to these ideals and have taught me so much about making wine: Arturo Morales from Tres de Vino, Sergio Soto from Trasiego, and Silvanna Pijoan from Vinos Pijoan. Thanks for answering my millions of questions and making me and the friends I bring feel at home in Valle.

Website: https://www.peopleandplanettravel.com/

Instagram: @peopleplanetmx

Facebook: https://www.facebook.com/peopleandplanetwinetours/

Other: brandon.peopleandplanet@gmail.com

Image Credits
Karina Whitehouse (@Karinaconcamera)