Bill and Penni Heritage are stewards of 150 acres of orchards and vineyards that have been in the Heritage family since 1853. William Heritage Winery, their estate vineyard and winery located in Mullica Hill, New Jersey, is in the heart of the Outer Coastal Plain American Viticultural Area. The husband-and-wife team took over the family farm in 1996, fought to make it profitable, and worked to keep it in the family for the next generation. Today, their three sons—Rich, Bryan, and Erik—are all part of the management team and represent the sixth generation set to take William Heritage Winery into the future. We spoke to Bill and Penni about their pivot to viticulture and the challenges they’ve overcome and those that remain for preserving the legacy of family farms in the Garden State.
Your family has farmed the same land since 1853. How was the family farm acquired and expanded? What’s the history?
BH: Our family’s farming roots trace back to two brothers, John and Richard, who emigrated from England. Richard, our direct ancestor, was initially a carpenter but transitioned into farming, growing onions and vegetables before moving into tree fruit production. My father officially retired in 1996, at which point Penni and I took over. Before that, the farm could only support one family, so we worked on it during weekends while maintaining jobs elsewhere.
Over the years, the farm has changed significantly. Several generations before us, our family grew asparagus, and one ancestor even left to pursue law and business degrees in Philadelphia. My father eventually divided the land, giving away parcels, including 88 acres to his brother, which later became a housing development. Although the farm was once much larger, we’ve worked to reclaim portions, purchasing back 22 acres from neighbors to preserve its legacy.
What was the original vision for the farm, and how did it evolve prior to and after your take over?
PH: In its early years, the farm was primarily an orchard producing peaches and apples— “peaches for wealth and apples for health.” Apples weren’t highly profitable, but they were grown under the philosophy that “an apple a day keeps the doctor away.” A nearby train line transported local farm products to Philadelphia. There was even a Heritage Station at one point, which inspired the original name for the winery.
By the time we took over, the farm was still an orchard, but financially, it was struggling. We were living on the farm, but were working outside it – we loved the lifestyle it provided for us and our young family – but we knew we needed a new direction. At a horticulture conference, we attended a session titled, Have You Ever Thought About Growing Wine Grapes? That question sparked an idea. At the time, we were getting $0.06 per pound for our apples and $0.30 per pound for our peaches, while wine grapes could sell for significantly more—$0.75 per pound. On the drive home, we ordered two acres of grapevines, not knowing how significant that decision would become.
Initially, we thought we would sell the grapes, but I insisted we take the next step and make the wine ourselves. With the help of friends like Mike Rodgers, Tom and Rocky Ryan, and Jim Stewart, we produced our first batch.
As word spread, we encountered a major challenge—our township had historically been dry due to its Quaker roots. We had to push for change. By rallying local farmers and community members, we were able to shift the designation to “damp,” allowing us to open Gloucester County’s first bonded winery. It took time, perseverance, and a lot of paperwork, but the community support made it possible.
How has the farming landscape and community around you changed since childhood?
BH: Many neighboring fruit farms have transitioned into viticulture and winery operations. Farming requires dedication, energy, and the willingness of future generations to carry it forward. Unfortunately, fewer people today are interested in taking on the challenge.
One of the biggest shifts has been the move toward value-added farming. Unlike fresh fruit, which has a short shelf life, fresh wine grapes can be stored for about a month and wine is one of the few agriculturally-derived products that not only improves in quality over time; but can also increase in value. This shift has helped many farms, including ours, stay economically viable.
What has been the biggest challenges for your family historically to keep the family farm intact?
PH: Profitability has always been a challenge. Rising input costs—including labor, packaging, and property taxes—have made it increasingly difficult to earn a living through farming. Housing development has also increased in the area, raising land values and making agricultural operations less viable.
During the transition to a winery, we were fortunate to already have an established retail operation – our farm market. Our existing customer base, who came for fresh produce discovered our wine, which helped us introduce it to the public without additional costs.
How has your family benefited from staying in the farming business?
PH: We’ve been able to keep the farm in our family and even expand. As of last year, our entire family lives on the farm, all within a golf cart ride of one another. Our children grew up with a deep connection to the land—riding motorcycles and fishing in the pond.
At Thanksgiving last year, our granddaughter Olivia said she was grateful to live on a farm. That moment reaffirmed why we’ve fought so hard to preserve this way of life.
How can the Garden State be more hospitable to family-owned farms?
BH: Tax relief would be a major help. While farmers provide essential agriculture including food and wine, the structures we need to operate, such as wineries and packing houses are taxed at the same commercial rates as other businesses. That puts an additional burden on family-owned farms. We need to preserve our open spaces, our forests, farms, lakes and rivers that provide fresh air, sequester carbon, and provide biodiversity in our state.
Agricultural education should be expanded in our schools. Many people are disconnected from farming and lack a basic understanding of agriculture and its benefits to society and the community. This type of education would not only help bridge that gap but also create a pathway for future generations of farmers.
What’s your advice for someone looking to start a family farm today?
PH: Start small. You don’t need hundreds of acres—you can begin in your backyard. We know a woman who sustains herself entirely by growing flowers on just one acre of land, earning about $60,000 a year. Small-scale farming is a great way to learn the business without overextending yourself. We also host an organic farmer who started in his backyard and now cultivates two acres on our land. This kind of collaboration benefits us both —we gain access to organic produce, and he has room to expand.
You’ve implemented some sustainable practices. What are they, and how have they (or will they) contribute to your bottom line?
BH: Reducing commercial inputs has been key to lowering costs. Instead of spraying weeds, we manage them manually, which results in healthier crops and lower expenses. We are also considering integrating sheep into the vineyard, as they would provide natural weed control while improving soil health.
Your sons are all working in different capacities in the family business now. How essential is family involvement to the future of a legacy farm?
PH: It’s the key to success. Each of our sons plays a distinct role—Erik manages the vineyard, Brian oversees wine production, and Rich handles marketing. Their individual expertise has been invaluable, especially as the media landscape has shifted. Their knowledge in areas like social media and branding, have helped expand our reach.
If there was one thing you could have done differently, what would it be? How do you think that would change your current trajectory?
BH: We would have started sooner. A bit more experience and a structured business plan from the start would have been beneficial. Back then, farmers didn’t operate with formal business strategies—they just worked with what they had. Having a plan from the beginning might have made things smoother. Although, as they say, timing is everything. Our shift to viticulture and winemaking coincided with the famous 60 Minutes episode on the French Paradox, which noted wine’s positive health effects as part of a Mediterranean diet. That episode sparked modern wine consumption in the U.S., and we were there to grow alongside the industry.
Now that you’re firmly established as a winery and vineyard operation, what changes do you think the future holds for William Heritage Winery?
PH: The wine industry is constantly evolving. Trends like wine cocktails, ready-to-drink beverages, and alcohol-free wines are gaining traction, so we plan to diversify. We are experimenting with hard cider and canned wine products, taking advantage of our licensing to explore new opportunities.
Right now, we have a surplus of grapes and bulk inventory, so we’re selling more grapes than before to free up space for innovation. We’re also considering opening another tasting room in a different market to expand our reach. Additionally, we’re developing new vineyard experiences that will engage visitors and enhance their connection to our farm.
Ultimately, our goal is to pass down a thriving, sustainable family farm to the next generation, ensuring it remains part of our family’s legacy for years to come.
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