Heidi Scheid is Executive Vice President of Scheid Family Wines. She joined SFW in 1992 as Director of Planning and served as Chief Financial Officer from 1997 to 2001. Since 2001, her executive role has encompassed many facets of the business, including overseeing sales and marketing for a wide-ranging portfolio of wines. During her tenure, Heidi has guided SFW’s evolution from a grape growing operation that was a supplier to other wine companies into a grapes-to-glass business that produces estate-driven wines for the global marketplace. In less than 10 years, SFW’s sales have grown from 4,000 cases to 600,000 cases, with a portfolio that is sold throughout the U.S. and 20 different countries. Heidi has been a director of Wine Market Council since 1996 and served as Chairman for 2 years. She was on the board of California Association of Winegrape Growers for 9 years, serving as Chairman for 2 years. She received the Wine Star Award Person of the Year from Wine Enthusiast in 2020.