21 minute read
Fallbrook, California - Avocado Capital of the World' is now a rising wine country destination
By LINDA MILKS and KRIS GRANT
An hour’s drive north from Coronado, tucked into the rolling foothills of northern San Diego County, lies Fallbrook – a town that feels like a world apart, and in one sense, a step back in time.
Long known as the “Avocado Capital of the World,” Fallbrook has always thrived on its rich agricultural heritage. Its fertile soils, Mediterranean climate, and elevated terrain made it an ideal home not just for avocados, but also for citrus, berries, olives, macadamia nuts, and now, increasingly, vineyards. Today, while avocado groves still define much of the landscape, a new wave of boutique wineries is defining Fallbrook as a destination for wine lovers seeking a less-crowded alternative to nearby Temecula.
Fallbrook’s recent story begins in the 19th century, when early settlers planted olives on land once inhabited by the Luiseño, Native Americans whose ancestral territory stretched along the Pacific coast from the San Luis River inland to the Palomar Mountain Range and Temecula Valley. The olive groves would shape the town’s identity for decades, giving way to expansive avocado ranches in the mid-20th century. Agriculture is still at the heart of the community – so much so that locals celebrate their prized fruit each spring during the popular Avocado Festival in the historic village.
But Fallbrook is not only about produce. Its ranching roots and equestrian culture have left a lasting imprint, giving its central village a laid-back, pastoral feel that’s rare in fast-paced Southern California. The town center is about four miles west of I-15, reachable via winding country roads shaded by oak trees. Here you’ll find family-run boutiques, art galleries and the circa-1948 Mission Theatre just a stone’s throw from feed and farm supply stores like Hawthorne Country Store and Grangetto’s Farm & Garden Supply.
What makes Fallbrook particularly appealing to visitors is the way it bridges past and present. The avocado ranches, farm stands and nurseries tell one story; the growing network of vineyards and tasting rooms tell another.
Geographically, Fallbrook is blessed with dramatic topography. Perched at 685 feet in elevation and framed by granite ridges, it offers panoramic views of valleys quilted with groves and vineyards. To the north lies the Santa Margarita River, one of the last freeflowing rivers in Southern California, whose riparian trails attract hikers, birdwatchers and nature enthusiasts. To the west, the terrain rolls down toward the Pacific, with coastal breezes moderating the climate. Fallbrook’s position, both inland yet close to the ocean, creates an enviable microclimate that is as perfect for avocados as it is for grapevines.
Fallbrook’s unique location and terroir was recognized in August 2024 with the establishment of the San Luis Rey AVA (American Viticultural Area).
Anchored by its thriving avocado heritage, Fallbrook’s future as a rising wine country destination seems every bit as fruitful.
From fairways to vines: A Visit to Monserate Winery
When you arrive at 2757 Gird Road in Fallbrook, you are in a tranquil valley, surrounded by rolling green hillsides, with a backdrop of oak and sycamore trees, a tranquil lake and rows and rows of grapevines. Welcome to Monserate Vineyards & Winery – where a high school sweethearts’ dream and community’s hope turned a defunct golf course into something beautiful.
Walking into Monserate feels liked arriving in a beautifully crafted resort. The tasting room is spacious with high ceilings, lots of natural light and window walls that look out onto courtyards and vineyards. When you walk in, there is a two-story barrel room that greets you with an arched entrance and a rusticmeets-modern architecture, with oak beams, stone, and glass.
The outdoor tasting courtyard is lovely: tables, umbrellas, and shady trees. All around you are vineyards, ponds, water features and an oak-and-sycamorelined creek running through part of the property.
Monti’s Ristorante is Italian style: wood-fired pizzas, rustic flavors, and a full menu of entrees that include shrimp scampi with angel hair pasta, chicken pesto and an American wagyu burger.
Two event spaces, Tuscan Estate and Villa de Fiore, have already been built to accommodate 200 and 250 guests each for weddings, wine club parties and other special events; a third space, Monte Bella, is due to open next year and will accommodate 300. All the spaces operate independently of the main winery and restaurant, allowing all venues to be fully open and operational.
The property is the brainchild of Jade Work, who grew up in Fallbrook, as did his wife Julie. They met as high school sweethearts at Fallbrook High.
Jade’s roots in the golf world run deep – his father worked in golf, and Jade himself played on the old Fallbrook Golf Course, later becoming a pro and eventually founding a golf course design/ build business, Integrity Golf.
In 2016, Jade, Julie and another investor purchased the former Fallbrook Golf Course – a 57-year-old facility that had fallen into disrepair (“deferred maintenance,” as Jade puts it). “Many of the original systems – irrigation, infrastructure, for example – had never been touched,” he said. Renovation wasn’t practical; the industry had moved on. “Golf balls, for example, fly much further than they did 50 years ago,” Jade said, so that would require longer fairways. Instead, the Works decided that
they would not let this land be swallowed by housing developments. They had a different vision.
“We didn’t set out to buy this place,” said Jade. But when they saw what might happen – a Beverly Hills developer known for turning golf courses into housing tracts – they leaned in. They believed vineyards set among the oaks and sycamores would be more sustainable, more beautiful and that this piece of Fallbrook would be rooted in place for years to come.
It was not without effort. The County of San Diego required a major use permit which required dozens of studies including fire safety, environment use impacts, global warming studies, tree studies. Many experts told them they were crazy, but Jade mused that wine grapes required far less water than avocado orchards and the climate of the Gird Valley area reminded him of Tuscany. After consulting with two wine PhDs, they decided on planting Italian varietals suited for their climate, and grapes with history and elegance.
Soon they brought on winemaker Justin Mund, whom they found via interviews, “someone with grit,” Jade said, and someone who believed in what they were trying to do.
“Julie plays a hands-on role, too; though she’s modest,” says Jade, “She’s at the winery all the time,” involved in all sorts of operations. She also handled legal issues throughout the building process.
What made things “all worthwhile,” said Jade, was when his three sons joined the operation. Joel, the youngest who was still in high school in 2016 when the sale went through, is now a college graduate and tasting room manager; Jake (master’s in mechanical engineering) handles back-of-the-house operations including payroll, website and advertising, and Joshua, who also worked in golf course construction for over ten years, handles events.
“My parents have always loved to host parties, but they’ve outdone themselves here at Monserate,” says Joel Work, whose personal goal is to “deliver fun and joy with excellence and a smile.”
Monserate Winery
Open 11 a.m. – 6 p.m. daily except Tuesdays when the winery is closed (760) 268-9625
www.monseratewinery.com
Exploring Fallbrook’s vineyards, one sip at a time
Adobe Hill Winery
Vickie Landig-Merrick and Gordon Merrick migrated from Orange County where they were both working in the health care field to Fallbrook, to find some wide-open spaces.
“Gordon had always had an interest in wine, so we planted five acres and discovered this was a lot more fun,” said Vickie. “So, then we thought, ‘What’s the next step?” We bought more land, 85 acres on the north side of Fallbrook, just before the Gavilan Mountains. It used to be an avocado ranch, but the parents passed on and the kids weren’t interested in ranching, so they turned off the water. Then in 2017 a fire swept through and when dead avocado trees are in the path of fire, let me tell you, it burns like nobody’s business. But that ends up being a very good thing for the soil. We have spectacular views and a micro-climate with a cool marine layer each morning.
“Our property goes right up to the Santa Margarita Trail, a popular fivemile hiking trail and we often get visitors to the winery who are ready to kick back after a morning hike. In fact, there’s a sign for our winery right by the trailhead parking lot.”
On their first five acres, Vickie and Gordon planted Cabernet Sauvignon and Merlot, and have since specialized in Italian varietals of Sangiovese, Nebbiolo, Teroldego, and Aglianico. Vickie loves their Merlot but says Teroldego is coming on strong in popularity.
When we were looking to expand and asked ourselves, “Should we do this?” our son Jason who had just graduated from Cal State Fullerton with a degree in geography popped up, “I’ll be the winemaker!” He then enrolled at UC Davis’s respected enology and viticultural certification program, traveled to Italy to learn more about wine produced there, and apprenticed for four years under Renato Sais who is a consultant for many of the Temecula wineries, most notably Akash Winery.
Adobe Hills bottled about 1,500 cases this year, much of which is sold through its wine club, and to visitors at the winery. There’s an indoor tasting room, an outdoor patio and grass terrace area with a bocce ball court. The winery is kid and dog friendly, with food trucks on weekends and music on Fridays through November.
“We practice organic and regenerative farming and hope to be certified all organic within a year,” Vickie says. “We make our own compost and bring in sheep when we don’t have grapes on the vine. They come in with their little hooves and break up the topsoil.”
Adobe Hill Winery
40740 Via Ranchitos, Fallbrook Open Wed – Sun; Noon until 30 minutes after sunset www.adobehillwinery.com
Estate d’lacobelli
This tiny boutique winery is known for its cozy tasting room and handcrafted wines.
To reach the winery, you drive on the backside of Pala Mesa Resort on a gravel road, and at the top of the hill, you’ll pull into a driveway, with the winery on one side and the Estate D’lacobelli Airbnb that sleeps 12, on the other. The Mediterranean-style retreat offers stunning views, and has a pool and barbecue, in case you and a dozen friends are interested.
Founded by Lisa and Ronei Lacobelli, the winery reflects their passion for winemaking, which began with Ronei’s childhood experiences in Italy and continued through their journey from making wine in their Michigan garage to establishing a winery in Temecula. The couple continue to travel extensively.
Under the guidance of winemaker Tim Kramer, the 15-acre winery specializes in Italian varietals, including reds, whites, rosés and sparkling options. It is especially known for its flights of sweet wines.
The winery only produces 600 cases a year.
Estate d’lacobelli
2175 Tecolote Drive, Fallbrook
Tasting Room open Friday – Sunday, Noon - 5 p.m. www.estatediacobelli.com
Fallbrook Winery
One of the area’s oldest and largest wineries, Fallbrook Winery is known for its estate-grown wines and panoramic views. The 36-acre winery is perched high on a sunny hilltop, rising above avocado groves and citrus orchards where neat vineyard rows unfurl across decomposed granite soils.
The property is owned by Rebecca “Pepper” Wood, who purchased the land with her late husband Ira Gourvitz in the mid-1990s and began planting vines around 2000. What had been mostly avocados and citrus was replanted with grapes suited to the hillsides and coastal breezes. They built the winery from the ground up, committed to making Fallbrook a name in Southern California wine. Today, the winery produces about 13,000 cases annually.
Enter Euan Parker, a New Zealand-born winemaker and his wife Katarina Jemez-Park. The couple’s story began in France, where both were studying – he immersed in biochemistry, molecular biology and viticulture, she in agronomy.
Their education set them on a global journey – wine harvests in McMinnville, Oregon, consulting work in Spain, years of winemaking in New Zealand, even a season in Paso Robles. In 2016, their path led to Fallbrook where Euan is head winemaker, and Katarina works behind the scenes (administration, tech and viticulture strategy) and their vision of land-driven, sustainable winemaking has taken root.
Katarina helped author the petition for the San Luis Rey AVA, giving their corner of San Diego County recognition as
a distinct wine-growing region, Their approach is rooted in respect: no Roundup in the vineyards, cover crops between rows, nutrient recycling and a commitment to solar energy – already 75 percent of their operations with a goal of 100 percent within a few years.
“We make wine from the land,” Euan says. “That’s what’s cool about it as a beverage.” You taste that ethos in every glass – whether it’s the Malbec he calls his favorite or the bright, coastal Albariño that’s become a standout.
The winery’s “33o° N Estate” refers to the latitude of the vineyard – Fallbrook sits on about the 33rd Parallel North. The “estate” designation means the wines are made exclusively from the own estate vineyards and include varietals such as Cabernet Sauvignon, Merlot, Cabernet Franc, Petite Verdot, and Malbec.
The tasting room sits tucked into the aging-cellar building, with vine-covered walls. Inside, the space is markedly cooler, quite pleasant on a hot afternoon. The echo of barrels, wooden beams, and aroma of aging wines makes for a charming and somewhat elegant experience. Many visitors also taste on the shaded outdoor patio deck. Either way, it’s a comfortable and relaxed vibe. Visitors are welcome to bring food with them; the outdoor spaces are good picnic settings.
Fallbrook Winery
Open Mon – Fri, 10 a.m. – 5 p.m.; Thurs – Sun, 10 a.m. – 6 p.m. www.fallbrookwinery.com
Myrtle Creek Winery
When Audrey Sherman walks among the vines at Myrtle Creek Winery, she feels more than the sun on her shoulders and the quiet of the land. She feels close to her late husband, Matt, whom she met when they were both students at Cal Poly, San Luis Obispo. “I enjoy the peace out here and always feel close to him in the vineyard,” she says.
Matt had a gift for winemaking, experimenting with an 18-year-old vineyard and facility before fully committing to his own label. He favored letting fruit hang long into the season, building sugar levels while still finding balance in the glass – a distinctive style that shaped the winery’s reputation for bold, well-structured reds.
After his death, Audrey faced a choice: let go of Matt’s vision or honor it by learning to carry it forward. She chose the latter. With the support of kind mentors and colleagues, she began immersing herself in the craft. She credits Greg Pennyroyal, vineyard manager for Temecula’s Wilson Creek Winery for guidance, along with Fallbrook Winery’s winemaker, Euan Parker, whose expertise has been invaluable. She also enrolled in courses and adopted the careful prototypes developed by Myrtle Creek’s assistant winemaker.
“Our clientele has been awesome,” Audrey says of the tasting room experience, which include an outdoor patio and “the barn” with an informal tasting area. “People often comment that we’re different from other wineries – less pretentious. They feel welcomed and often start chatting with each other. They come to relax and really appreciate our laid-back atmosphere.”
That atmosphere has helped Myrtle Creek build a devoted following with production kept intentionally small at under 1,000 cases a year. Its wine club anchors a loyal base, with “pairing parties” featuring local food artisans like the Bake-It-Up Collective and The Goods Co. that create community around the wines.
For Audrey, every bottle represents both continuity and change: her husband’s dream, her own resilience and the enduring spirit of a family property that has shaped lives for decades.
Myrtle Creek Vineyards
Open Saturday – Sunday, Noon – 6 p.m. and weekdays by appointment 1600 Via Vista, Fallbrook (442) 444-5066 www.myrtlecreekwinery.com
Avocados… still growing strong
Yes, there are still hundreds of highproducing commercial avocado orchards in Fallbrook. Just ask Charlie Wolk, who has been running an avocado brokerage in Fallbrook for the past 50 years. He’s served on the California Avocado Commission and is presently on the boards of the Fallbrook Public Utility District, San Diego County Farm Bureau and Fallbrook Chamber of Commerce.
“We’ve got a lot of acreage. Most growers sell to packing houses and sell throughout the West, mostly in California. Some growers with smaller volume sell to farmers markets.
“The popular perception is that the offshore fruit – like Mexico’s avocado market -- hurt the local avocado industry. That’s a myth,” says Wolk. “It actually enhanced the U.S. market and increased the price for the fruit. When California was the only provider, we did not have fruit 12 months of the year. So now, you can get avocados anytime.” That adds to their year-round popularity.
Today, avocados are produced in San Diego and Riverside counties, with smaller amounts in Orange, Los Angeles and even Santa Barbara counties. The growing seasons change as you get further north, Wolk noted.
In Fallbrook, avocados ripen beginning in January and trail off in August. “March, April and May are when most of the harvesting is done,” says Wolk. That’s why Fallbrook holds its annual avocado festival in April; next year it will be Sunday, April 19.
Why is Fallbrook a desired spot for growing the fruit that has been known as “green gold?”
“The simple answer is climate,” says Wolk. “If you go back in time, farmers started growing avocado orchards in Vista. In my opinion, urban expansion back in the ‘60s drove them out of Vista and into Fallbrook. Fallbrook seemed to rise to the occasion because of the weather: Fallbrook lies between San Luis Rey and Santa Margarita rivers that both provide a conduit for ocean air that warms the area in the winter and cools it in the summer.
“The downside is we have hills. In Southern Fallbrook, if you can look down and see the San Luis Rey and get to where you can’t see the river, the temperature will be different. People don’t believe me; I don’t care if you believe me or not – go stand on the hill and see for yourself.”
Wolk should know; his company has been operating hundreds of orchards for Fallbrook owners. “We watch the condition of the fruit to schedule harvesting, and then we harvest. The biggest thing is determining the amount of irrigation needed; we do that; the orchards are either on a well or connected to district water.
“The avocado is a tropical plant and needs a lot of water; it’s all expensive and it has led to a different way of planting. Today we call it high density planting – we plant closer together, and our pruning strategies are different. It used to be that you left the tree alone, but today we don’t let them get above 12 feet. They don’t produce as much fruit when they’re taller and harvesting is more expensive. Only at the top where the tree can see sunshine does it really produce.”
Do you like to eat avocado toast, Charlie?
“Yeah, I sometimes have it on toast. But I also like to just pick an avocado off the ground, slice it open with a knife and eat it. If I don’t like the first one I find, I’ll pick up another. Maybe I’ll add a little salt.”
When you go…
Fallbrook’s 39th Annual Avocado Festival
It’s amazing how much a community can fit into a single-day festival. Fallbrook’s Avocado Festival is held in downtown Fallbrook, along Main Avenue and several cross streets. It celebrates not only avocados but Fallbrook’s rich agricultural heritage and the community culture. Here you’ll be surrounded by more than 450 booths. Food booths offer all sorts of fare with many incorporating avocados. You’ll find live music and local performers on the Main Stage and Community Stage. There’s a beer and wine garden for adults, and an artisan walk on Alvarado Street showcasing handmade items.
Contests abound and include Best Tasting Guacamole, Best Presentation Guacamole, Best Decorated Avocado (adults and kids division) “Awesome Avocado Attire” (adults and children and families) Little Miss and Mister Avocado and an Avo 500 race for kids, featuring avocados on wheels (they make them there).
Admission and parking are free with complimentary shuttle buses. For more information, contact: (760)728-5845 www.fallbrookchamberofcommerce.org
Recommended Restaurants
Aquaterra Restaurant and BarAt Pala Mesa Resortwww.palamesa.com
Garden Center Café and GrillGreat breakfast and luncheons. Enjoy a mimosa and homemade desserts. The site used to be a garden center. www.gardencentercafeandgrill.comMonti’s RistoranteAt Monserate Winery www.monseratewinery.com
Nessy BurgersSuper classic and they also do breakfasts, chili dogs, chili fries 3235 Old Highway 395 www.nessyburgers.com
127 West Social HouseGastropub housed in an 1884 building; salads, pizza oven, steaks, burgers www.127-west.com
The Coal BunkerGastro pub housed in a 1951 building; features great burgers and homemade farm-to table-sauces including ketchup. www.thecoalbunker.com
The Ribshack QueTexas-style BBQ joint dishing up brisket, ribs, and other smoked meats in a relaxed atmosphere.3235 Old Highway 395 Ribshackque.square.site
The VerandaAt Grand Tradition Estate & GardensLunch & Brunch, Thursday – Sunday, 9 a.m.– 1 p.m.Outside seating only, overlooks a pond Must make reservations www.grandtraditions.com
Firehouse Brew and QueBrewpub serving BBQ dishes and selection of craft beers Firehouseqnb.square.site
Marisco’s El Pacifico FallbrookMexican seafood, shrimp diablo in a cream sauce that you could die for, a block off downtownwww.mariscoselpacificofb.com
Casa EstrellaGood molé, chicken tortilla soupwww.estrellasfallbrook.com
Café des ArtesA café, wine bar and art gallery with European fare and locally sourced organic produce on Fallbrook’s Main Avenue www.cafedesartites.us
Shops
Shopping in Fallbrook is a treasure-trove of one-of-a-kind independently owned shops. Here are a few you might wish to check out:
The Madd Potter136 Ranger Roadwww.maddpotter.com
Pressed and Dressed124 N. Maine Avenue www.pressedanddressed.com
Rexy’s Dress Shop on Main116 N. Main Avenue (760) 310-3482
Museums and Attractions
Fallbrook Heritage CenterThe Historical Society Museum & Barn Includes Reche Schoolhouse, a one-room schoolhouse built in the 1890’s; antique cars are housed in The Barn Open Saturday and Sunday from 1-4 pm. www.fallbrookhistoricalsociety.org
Grand Tradition Estate & Gardens
A 30-acre venue of lush gardens, waterfalls and event spaces. www.grandtraditions.com
Fallbrook Historic Railroad
At Heritage Park; features a museum with caboose and wood platform deck that talks about the railroad in Fallbrook. www.fallbrookvillageassociation.org/railroad-heritage-park
Mission TheatreBuilt in 1948; shows classic movies on Friday nights at 7 p.m. 231 North Main www.fallbrookmissiontheater.com
Fallbrook Art Center www.fallbrookartcenter.org
Santa Margarita River Trail Preserve
A five-mile trail along the oak and sycamoreshaded Santa Margarita River. The Fallbrook Trails Council and The Wildlands Conservancy are partners in maintaining the trail. 4251 River Edge Road, Fallbrook www.wildlandsconservancy.org
Linda Milks is a Temecula-based travel writer. Kris Grant is Travel Editor at Coronado Magazine.
