Legacy, Leadership, and Disruption: Jaime Araujo’s B Corp Journey in Napa Valley Wine

In this episode of Business as UNusual, host Aicila sits down with Jaime Araujo, vintner and founder of Trois Noix, a Certified B Corp wine company in Napa Valley. Jaime’s unique path—growing up in a renowned winemaking family, spending years in Europe, and ultimately returning to Napa to blaze her own trail—is a testament to challenging convention in the wine industry. Jaime shares how she uses community, social change, and transparent business practices to redefine both leadership and legacy in a region steeped in tradition. Listen in for insights on supporting women, queer leaders, and younger generations—and discover why wine can be a surprising catalyst for social change.

Topics discussed in this episode:

• Building a business vision through instinct, luck, and genuine relationships
• What is a B Corp? Why Trois Noix made ethical certification a core value
• Navigating the generational shift in wine consumers and how transparency wins
• The “foam roller” approach: tackling tough topics in a tradition-bound industry
• Diversity, mentorship, and Jaime’s journey as the first openly gay chairwoman of Napa Valley Vintners
• The realities of making wine: costs, challenges, and why profit isn’t always the goal
• Community as a business strength: leadership, giving back, and mentoring women in wine
• Launching new wines and the excitement of ongoing innovation at Trois Noix

Resources mentioned in this episode:

• Trois Noix Wines: https://troisnoixwine.com
• B Lab (B Corp Certification): https://www.bcorporation.net/en-us/
• Napa Valley Vintners: https://napavintners.com
• Batonnage Forum (Women in Wine): https://batonnageforum.com
• Queer Wine Fest in McMinnville, Oregon: https://remywines.com/event/queer-wine-fest/

Stay connected with Trois Noix—sign up for their newsletter to hear about new releases and where to meet Jaime in person!

Curious about running a business as a force for good? Explore the B Corp movement and what it means for your industry.

Support women and diversity in wine—check out Batonage for mentorship programs and resources.

Web: www.troisnoixwine.com

IG: www.instagram.com/troisnoixwine/

FB: https://www.facebook.com/TroisNoixWine

LinkedIn:  https://www.linkedin.com/company/troisnoixwine/

The full transcript of this conversation is available at https://www.bicurean.com/bautranscripts3

Transcripts and notes generated with Descript and Castmagic and then edited by human eyes and hands.

Lightly edited and produced by BiCurean Consulting, BiCurean.com.

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