Paso Robles, CA — Turrentine Brokerage is thrilled to welcome Eddie Urman as our new Central Coast Grape Broker. With deep roots in vineyard management, Eddie brings extensive regional expertise, strategic insights, and a passion for building relationships that strengthen the California wine industry.

A native of Paso Robles, Eddie grew up immersed in the Central Coast’s dynamic wine industry. After initially setting out to become a firefighter, he pivoted to vineyard management and joined a small agricultural labor company at 19, where he gained hands-on experience with every aspect of vineyard operations. Over time, Eddie’s role expanded to supervising multiple crews, learning Spanish, and eventually overseeing general operations. This commitment led him to pursue Cal Poly’s Wine and Viticulture program while working full-time, further solidifying his expertise in the field.

Eddie’s career accelerated when he joined Vino Farms in 2016 as an Assistant Vineyard Manager. He quickly advanced, becoming Operations Manager and overseeing a large team across vineyards in the Central Coast. He played a pivotal role in helping Vino Farms double their Central Coast acreage foot print. Reflecting on his role, Eddie shared, “While I’ve enjoyed managing vineyards, my true passion has always been the relationships I’ve built across the industry—relationships that have been vital to my success.”

When asked what he sees as essential for establishing strong partnerships, Eddie emphasized core values of fairness, respect, and transparency. “I believe it’s crucial for both growers and wineries to have aligned goals and expectations. By connecting growers and wineries who share these values, I can help both parties succeed while ensuring the industry continues to evolve toward high-quality, reliable products.”

Eddie’s market knowledge is informed by years of first-hand experience in the Central Coast. “The Central Coast wine industry is in a unique position where we can produce high-quality grapes at a competitive price point,” he explained. “However, challenges like rising costs make it essential to find pricing that supports growers and allows wineries to turn a profit. My goal is to help clients maintain strong relationships, support growers and wineries, and drive success for all.”

“Eddie has been an incredible asset in his vineyard management role, and we couldn’t be more excited to have him join our team,” said Audra Cooper, Director of Grape Brokerage at Turrentine Brokerage. “His regional expertise, commitment to quality, and relationship-driven approach make him a perfect fit for Turrentine as we continue expanding across California’s wine regions.”

Outside of work, Eddie is an avid outdoor enthusiast, enjoying activities like running, hiking, snowboarding, and working out. He’s passionate about NFL football, especially fantasy football, and enjoys podcasts and audiobooks on the road. Eddie is also happily married and loves spending time with his wife and their dog, Frank. His dedication to self-improvement and connection mirrors his professional philosophy of continuous growth and meaningful relationships.