Editor’s note: At its board meeting on March 12, the Washington Winegrowers Association named Sara Higgins as the permanent executive director of the organization. This story was updated from its original version.
Washington Winegrowers Association announced that Sara Higgins has been named executive director of the association. According to a news release on March 6, executive director Colleen Frei stepped down after a little more than a year in the position.
Higgins was formerly the assistant executive director and has worked for the organization for 15 years.
Frei, an attorney and business consultant, first took the reins of the private, nonprofit, membership group on Jan. 1, 2024, replacing longtime director Vicky Scharlau. Her tenure came at a time of economic stress in the state’s wine industry, with shrinking consumption, oversupply of bulk wine and large companies removing acreage.
“We are confident in Sara’s ability to continue the strong work of the Washington Winegrowers Association,” said association chair Dustin Tobin, in the news release. “Her 15 years of experience and commitment to our industry will ensure continued success and support for Washington’s winegrowers.”
Frei also stepped away from 501 Consultants, a business consulting firm that has long managed Washington Winegrowers. The move leaves Higgins as the sole owner of the business that was once a partnership between Higgins, Frei and Scharlau.
Higgins said Frei excelled at building relationships at the state and national level during her short time at the helm and left the organization in a good place to move forward.
“This last year, there have been a lot of advancements and accomplishments that Winegrowers is proud of under Colleen’s leadership,” Higgins said.
Good Fruit Grower has reached out to Frei for comment but has not received a reply.
—by Ross Courtney
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