Valerie Ross - New York Wine & Grape Foundation

Title: Director of Programs and Marketing, New York Wine & Grape Foundation

Location: Penn Yan, New York (USA)

Years in the Industry:
Am I in the Industry? I have imposter syndrome. It seems like yesterday, but it has been almost 6 years since I took the leap from a position I loved as an association executive working with small nonprofits to enter the world of wine. In my previous company, I had the pleasure of working in every level from receptionist to membership director to management over an 18-year span. That experience was invaluable to the position I have now, developing business support programs, education, and marketing efforts for the wineries and growers of New York state. 

My introduction to the world of wine and spirits began when I interned for a well-known rock band in the 90s, after studying Music Business & Technology at NYU. Later, when I had time and a little bit of money, wine became the way I revisited my family, love of history, travel, and food. Obsessively pouring over the Wine Bible, visiting wineries in New York, and eventually planning trips to Montalcino and Champagne - I was hooked. When I had the chance to work for the New York Wine & Grape Foundation, it was a dream come true. I did not realize a place like this existed, and I now understand what a pivotal role wine marketing associations can play in the success of a region. It is my privilege to work for this community.

My Top Three Challenges to Wellness:

1. Thinking about my own ‘wellness’ is not in my nature. Growing up in the 80s, self-care was not a thing. As I matured, I was certainly concerned about my loved ones, of course. I was viewed as the caretaker and a workhorse - more the strong, silent type if you will. Life challenges, limited resources, and stress eating packed on the pounds. At my highest, I was well over 300 lbs. That did change in my late 20s as bringing a child into the world snapped me to reality quick. I knew I needed to stick around for my daughter. I credit her for inspiring me to even think about wellness, which started my journey to running and the active lifestyle I have today.

2. “Balance” is a place I pass by on my way to one extreme or the other, I am still in search of that inner equilibrium. If you can’t find me sitting on the couch binge watching Netflix and snacking, I am probably out for a long walk, riding the Peloton, or at a RunDisney event.

3. I am becoming more mindful of process when it comes to achieving goals, both personally and professionally. I always dreamed big. That said, I’ve accomplished much of what I set out to do through a combination of impatience, force of will, and a work ethic that could border on obsessive. Now, I try to focus on bringing my best self to a situation, and to be that person means I might have to slow down and rest. I am getting better at valuing the journey, learning from each milestone – and setback – but it is still a work in progress.

How I Keep It Together to Stay Well:
I rise early, typically before 5am, every day. This quiet time gives me the peace I need to prepare myself for the day and complete my workouts. I must move every day, and most days with some intensity – even if it’s just a short sprint. I have also added more weightlifting into my workouts recently. From a mental health perspective, two things have significantly impacted me over the last decade – positive self-talk and the support of my partner. I was blessed with someone who always seems to be balanced and calm – a literal a grounding force in my life.

What Inspires Me:
Strong women, who perhaps grew up receiving messages that their value was tied to physical attractiveness or ability to caretake, now breaking out of that cycle of thinking.

A Quote I Love:
“Play like a Champion Today.” – A sign with this statement hangs in the hallway outside the locker rooms at Notre Dame. I try to approach every day with that mentality.

Social Media handles:
I am not really on social media anymore. I was an early adopter and then pretty much cut it out over the past 5 years. I found it challenging to find positive spaces on social media that support the way I want to grow.

Catch me on the Peloton bike at VeuveClipOhhh.