Sisters Shannon Antonini and Emily Carvajal, grew up together on a farm near Tomales in the Petaluma Gap. In 1999 their mom founded Chris Maloney Crop Insurance Services, a North Coast agency that served both grape growers and livestock producers until it was acquired by American AgCredit in 2013. Emily’s husband, Fred Carvajal, joined the family business in 2003. They all worked together on crop insurance and agricultural lending at American AgCredit, and then in 2022, the three partners launched NorCoast Crop Insurance.  Here’s their story.

Emily & Shannon: You grew up in a farming family in Tomales CA. Tell us about what life was like in this rural coastal community.  Did you want to continue in the footsteps of your parents and grandparents?

We grew up in a rural coastal community where agriculture and community were part of everyday life. Through our involvement in 4-H, we developed a strong foundation in hard work, accountability, and a deep respect for agriculture—values that still guide us today.

Fred: Tell us about your family and how you met Emily and Shannon.  Did you attend school together?

I met Emily at Cal Poly where we were both attending college. After college, I started working at ADP (Automatic Data Processing). ADP had a satellite office in Novato, and I was working in sales, providing human resource management software and services, including payroll, to small and larger enterprises. I was having success in my role at ADP, and at the same time, Chris Maloney Crop Insurance Services, was experiencing rapid growth. While Emily and Shannon were already working for their mom (Chris), it was clear that another person was needed to meet the demands of the business and working with grape growers.

What inspired the three of you to build a crop insurance business focused on agriculture, and did your connection to the Petaluma Gap AVA help shape that vision? 

That combination of deep-rooted experience and local connection shapes how we serve growers today.

Do you all work together in an office setting or remotely from your homes? Has working together as business partners changed the way you relate to one another as family members?   

We have an office in downtown Petaluma. We also have employees who work both remotely and in our office. Working together as a family hasn’t changed our relationship — it’s strengthened it. Having grown up working side by side on the ranch, we built a foundation of trust, accountability, and shared purpose that naturally carries into how we operate today.

As a family-led, partnership-driven business, how do you divide responsibilities and leverage different strengths within the company? 

As a family and as partners, our roles have naturally evolved around our strengths. One of us runs the day-to-day operations, one leads sales, and one focuses on community outreach. But at the core, all three of us work directly with clients and maintain our own portfolios. That hands-on involvement keeps us grounded and connected to the needs of the growers we serve.

Over the years, have you seen dramatic changes in weather patterns, wind exposure, and climate variability affecting grape growers in the Petaluma Gap region? 

Growers in the Petaluma Gap have experienced a steady increase in climate variability. Wind exposure has intensified, weather patterns have become less predictable, and wildfire-related smoke exposure has introduced new concerns around fruit quality and marketability. Together, these factors have made vineyard management and decision-making more dynamic year to year.

What are the most common misconceptions vineyard owners have about crop insurance?  How does your team tailor insurance strategies specifically for grape growers in the Petaluma Gap AVA?  Do you also provide insurance for wineries?

One of the most common misconceptions we see is that crop insurance is too expensive, inflexible, or only designed for catastrophic losses. In reality, today’s programs are often more affordable, flexible, and predictable than many growers expect, offering options that protect not just yield, but also quality and price, based on how a vineyard actually operates. In the Petaluma Gap AVA, we take a highly customized approach. We work closely with growers to align coverage with their farming practices, contracts, and overall risk tolerance.

Can you share a story where crop insurance made a meaningful difference for a local grower after a difficult season? 

With the increasing challenges local growers face in every season, crop insurance continues to help our growers remain sustainable. It has helped mitigate losses caused by major weather incidents. There have been more losses recently, which has put more focus on the need to protect our growers as best we can.

How do relationships and trust matter when serving agricultural clients in a close-knit region like Petaluma Gap? Is it different than other sales-type relationships?

Serving agricultural clients is built on trust and long-term relationships. Growers face year-to-year variability, and having a partner who understands their operation, communicates clearly, and follows through is critical. That consistency is what allows us to support our clients not just in one season, but over the long term.

Are you seeing any trends in vineyard risk management related to technology, drought planning, or new coverage options? Do insurance companies reward grape growers for specific farming practices that might reduce the risk of crop damage or loss?

There’s a clear trend toward more proactive risk management, including the use of technology and better record keeping. Growers are also exploring different types of coverage options that protect yield, quality, and price. There are no rewards for farming practices.

What do you believe sets your business apart from larger or more generic insurance providers? 

Our difference is in our focus and approach. We specialize in crop insurance, stay hands-on with our clients, and tailor coverage to each operation.

It’s a difficult time in the wine industry, but the Petaluma Gap has such unique growing conditions and produces beautiful terroir-driven fruit.  When you think about the future of both your company and the Petaluma Gap AVA, what excites you most?

Despite current challenges, what excites us is the long-term strength of the Petaluma Gap as an AVA. Its unique growing conditions continue to produce exceptional fruit, and the growers here are incredibly resilient. For us, the future is about continuing to support that resilience with thoughtful, tailored risk management.