Jimmy Pierson stood amid the devastation of the Paradise Fire, watching fellow emergency personnel give everything they had—and then somehow find more to give. As a veteran paramedic, he understood the weight first responders carry. It’s that profound understanding—those moments that stayed with Pierson—that would shape the mission of Stretchers & Ladders, a wine label dedicated to supporting first responder mental health.
“What we saw, heard, and worked through was tragic, but also in some cases so heroic,” Pierson says. His decades as a paramedic showed him that while training prepares first responders for physical challenges, the mental toll of emergency service often goes unaddressed.
STretchers & Ladders:
A Paramedic's Path to
Award-Winning Winemaking
Being in Paradise the days after the fire really showed me how much we need to ensure mental health support is there for our responders.
The Pierson family's roots in emergency services run deep. Their ambulance service has worked alongside fire departments for decades, and firefighters have become part of their extended family. When the opportunity to acquire Sentivo Vineyards arose in 2022, the Piersons saw potential beyond the vineyards—a chance to support their family of first responders.
Stretchers & Ladders emerged from this vision, directing 15% of every bottle sale to mental health organizations that provide crucial support services, helping EMS professionals process the daily challenges of their vital work. “Mental health awareness is becoming foundational in EMS,” Pierson explains. "Supporting and caring for those who care for others just makes sense.”
SHOP AWARD-WINNING WINES
Even if we just helped one EMS professional—though I know it will be much more—that would be worth it to us.
— Jimmy Pierson
Experience Award-Winning Wines in Two Stunning Locations
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By Monica Vanover on February 28, 2025
A Family's Vision for Change
Behind Stretchers & Ladders' mission stands an exceptional wine program led by Steve Leveque, whose 25-year career includes crafting wines for Opus One and Mondavi. His expertise is evident in Stretchers & Ladders’ lineup—three distinct wines, each from celebrated California wine regions, recently earned medals at the San Francisco Chronicle Wine Competition.
Stretchers & Ladders ‘Legacy' Chardonnay from Sonoma Coast earned Double Gold, showcasing the region's ability to produce crisp, complex whites. Their ‘Heroes’ Red Blend, a harmonious mix of Merlot and Petit Verdot from Suisun Valley, captured Gold with its sophisticated layers of dark fruit and spice. ‘Traditions’ Petite Sirah from Paso Robles rounded out the accolades with Silver, delivering the bold, structured character the region is known for.
Each name carries special meaning for the first responder community. “Legacy reflects the lasting impact EMS professionals have on their communities,” Pierson says. “Heroes honors those battling blazes and providing life-saving care, while Traditions celebrates the enduring standards and historical evolution of modern emergency services.”
These carefully chosen names reflect the program's deeper purpose, creating wines that honor frontline workers while delivering remarkable quality from California's premier growing regions.
Award-Winning Wines with Purpose
The recent devastating fires in Southern California underscore a critical reality: first responders face intense psychological challenges every day, from catastrophic disasters to life-threatening emergencies. The Stretchers & Ladders giving program targets this pressing need, partnering with two organizations at the forefront of mental health support for emergency personnel.
The Code Green Campaign provides essential resources, from mental health education to crisis referrals, while the Firefighter Behavioral Health Alliance focuses on specialized counseling and family support services. Together, these organizations create a safety net for those who protect our communities.
“We need trained, high-quality responders ready to react in an instant in life-and-death situations,” Pierson says. “And we need to make sure they have the depth of mental support needed to serve in these roles for many years.”
The 15% contribution from each bottle will benefit each non-profit in the amazing work they are already accomplishing. Code Green has distributed over 150,000 mental health resource cards and educated tens of thousands of first responders about available resources. FBHA's workshops reach departments across North America, teaching vital skills for recognizing and addressing behavioral health challenges.
Supporting Our Support System
— Jimmy Pierson
This April marks the opening of Sentivo’s new tasting room in Suisun Valley, a region rapidly gaining acclaim for its extraordinary terroir and distinctive wines. Visitors will experience expertly crafted wines against the backdrop of Suisun Valley's renowned landscape, in an intimate setting designed to honor the first responder community. “Suisun Valley borders Napa County,” Pierson says, noting that Napa has seen its share of wildfires. “Our visitors understand what our Fire and EMS heroes face, and we'll use this space to raise awareness while pouring our Sentivo and Stretchers and Ladders exceptional wines.” The new tasting room joins Sentivo's established Fair Play location, expanding access to the Stretchers & Ladders collection. While the wines maintain online-only sales to maximize charitable contributions, both venues will share the story behind the label and its mission.
Sentivo's presence in Suisun Valley arrives as the region gains recognition for producing outstanding wines. Recently ranked fifth among American wine regions by USA Today, Suisun Valley offers the perfect setting for Stretchers & Ladders to connect oenophiles with their mission of supporting emergency service workers.
"We're a family-owned business that loves our community," Pierson says. "We want every tasting experience to reflect that passion.” Sign up at sentivovineyards.com to receive opening day details and be among the first to experience Suisun Valley's newest tasting room this April.
Suisun Valley Welcomes Sentivo
Owners Sandy Whaley, Cindy McBride, Helen Pierson, and Jimmy Pierson (Pictured left to right)
The Stretchers & Ladders collection is more than a tribute to first responders—it’s an extension of Sentivo’s broader commitment to community, reflected in their partnerships with the Sacramento Kings and Republic FC. By aligning with organizations that share their values, Stretchers & Ladders continues to make an impact throughout Northern California.
While anticipation builds for the Suisun Valley opening, wine lovers can visit Sentivo’s Fair Play tasting room to experience its renowned hospitality firsthand. Reservations are available at sentivovineyards.com.
For those eager to enjoy these award-winning wines at home, visit stretchersandladders.com to place an order, with shipping available to 48 states. Choose from the Double Gold Legacy Chardonnay, Gold Medal Heroes Red Blend, or Silver Medal Traditions Petite Sirah—every bottle purchased contributes to the vital support network for those who protect our communities.
'Legacy' Chardonnay
'Heroes' Red Blend
Cabernet Sauvignon
Petite Sirah
Today, VV Vineyards is a boutique winery producing approximately 6,500 bottles per harvest—making the uncorking of any VV blend a special occasion.
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VV Vineyards’ Award-Winning Wines
By Monica Vanover on February 18, 2025
Being in Paradise the days after the fire really showed me how much we need to ensure mental health support is there for our responders.
— Jimmy Pierson
Suisun Valley Tasting Room opening Spring 2025
