covert farms family estate winery

What covert farms family estate winery does

Covert Farms Family Estate is a fourth-generation, 650-acre regenerative organic farm and winery located in Oliver, British Columbia, in the Okanagan Valley. The estate, founded in 1959 by George and Winnifred Covert and currently operated by Gene Covert (Proprietor/Winemaker) and Shelly Covert (Proprietor/Events Director), produces certified organic, estate-grown wines including Chardonnay, Sauvignon Blanc/Semillon, Rosé, proprietary red blends, single-varietal reserves (notably Grand Reserve Roussanne and Grand Reserve Cabernet Sauvignon), and the iconic Amicitia blend, with additional sparkling and library/aged wine releases. The farm holds certified organic status for its vineyards since 2006 and winery since 2019/2020, alongside Salmon Safe and Vegan certifications, and is a regional pioneer in regenerative viticulture employing no-till practices, multi-species cover crops, livestock integration, and Haney soil health testing.

The company monetizes through four primary revenue streams: DTC online wine sales with direct shipping across all Canadian provinces; the Covert Ops wine club with three subscription tiers (Operation Red Truck at ~$200, Operation White Hawk at ~$140, Operation Curious Coyote at ~$175 per quarterly shipment of six bottles); wholesale distribution to BC and Canadian restaurants and retailers via Amovino Wine Distributors and direct relationships; and an adjacent Secrest Organics U-pick produce operation. Following the cumulative impact of COVID-19, the 2023 Kelowna-area wildfires, Okanagan travel bans, rising costs, and the January 2024 cold snap that destroyed nearly the entire regional vintage, the family closed all visitor experiences, the wine lounge, tastings, tours, and the weddings/corporate events business after the 2023 season and laid off most staff. Wine production, the wine club, online DTC, and wholesale distribution continue; the family has publicly indicated that their children will not take over the winery, placing the long-term operating future of the business under active succession consideration.

Name

covert farms family estate winery

Legal name

Covert Farms Family Estate Ltd.

Website

https://covertfarms.ca

Company type

Private

Founded year

1959

Operating status

Operating

Short description

Covert Farms Family Estate is a fourth-generation, 650-acre regenerative organic farm and winery in Oliver, BC, producing certified organic estate wines sold via wine club subscriptions, DTC online shipping across Canada, and wholesale distribution through BC restaurants and retailers.

Ownership category

akta.pro rank

Product category

Estate Wine Production

NAICS

Other Crop Farming (1119)

akta.pro primary industry

Organic Vineyard & Wine Grape Farming (AFAGAKAI)

akta.pro secondary industries

Vineyard Certification & Sustainability Programs (Organic, Biodynamic, Regenerative, GAP) (AFAGAJAL), Organic Produce & Farm Market Retail (CRAHAEAD)

Keywords

• Estate wine production
• Organic viticulture
• Wine club subscriptions
• Regenerative farming
• Wedding event hosting

Headquarters

HQ city

Oliver

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Direct Wine Sales: Estate wines sold directly to consumers through online wine shop with shipping across Canada. Wines include Chardonnay, Sauvignon Blanc/Semillon, Rosé, proprietary red blends, single varietal reserves, and the iconic Amicitia. Online discounts offered (e.g., Valentine's Day 25% off six bottles).
2. Wine Club (Covert Ops): Four seasonal shipments per year of six bottles. Three tiers: Operation Red Truck (red wines, ~$200), Operation White Hawk (white/rosé, ~$140), Operation Curious Coyote (mixed, ~$175). Members receive 15% discount, flat-rate $10 shipping, early access to library wines, loyalty points, and referral bonuses.
3. Events and Weddings: Wedding venue rental (limited 2024 reservations) with licensed facilities. Corporate events for up to 150 people. Private location with agricultural landscapes. Contact Shelly for pricing.
4. Secrest Organics Produce: U-pick and in-store fresh organic produce operation at same location. Seasonal hours (June-October). Additional revenue stream from diversified farm operations.
5. Wholesale Distribution: Wines available at restaurants and retailers throughout BC and parts of Canada. Sales facilitated through Amovino Wine Distributors and direct wholesale relationships. Store locator on website for consumers to find retail locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Covert Farms Family Estate is a fourth-generation, 650-acre regenerative organic farm and winery that produces and sells certified organic, estate-grown wines including Chardonnay, Sauvignon Blanc/Semillon, Rosé, proprietary red blends, single varietal reserves, and the iconic Amicitia. The estate also operates a wine club subscription program (Covert Ops) and hosts licensed wedding and corporate events on its property. Fresh organic produce is sold through the wholly-owned Secrest Organics U-pick operation.

Product overview

Covert Farms Family Estate is a fourth-generation, 650-acre regenerative organic farm and winery offering estate wines made with certified organic, estate-grown grapes. The product portfolio includes red wines (Cabernet Sauvignon, Merlot, Cabernet Franc, Petit Verdot, Malbec, Syrah, Zinfandel, and proprietary blends), white wines (Chardonnay, Sauvignon Blanc/Semillon, Pinot Blanc, Roussanne), Rosé, Sparkling wines (Sparkling Pinot Noir, Sparkling Zinfandel), and Library/aged wines. Additional offerings include Wine Club subscriptions (Operation Red Truck, Operation White Hawk, Operation Curious Coyote), U-Pick organic produce through Secrest Organics, and event hosting for weddings and corporate functions. Starting in 2024, visitor experiences have been discontinued, with wines available only through online sales and wholesale distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Secrest Organics: U-pick fresh organic produce operation located at Covert Farms Family Estate, offering in-store produce and pick-your-own in organic fields.

Products and services

• Estate Wines (Red, White, Rosé, Sparkling) Core wine portfolio of certified organic, estate-grown varietals and blends including Chardonnay, Sauvignon Blanc/Semillon, Rosé, Cabernet Sauvignon, Merlot, Cabernet Franc, Petit Verdot, Malbec, Syrah, Zinfandel, proprietary red blends, single varietal reserves, and the iconic Amicitia, targeted at premium wine consumers.

Quantifiable outcome

• 40% higher yields in 2020 with improved vine health under regenerative practices vs. prior bare soil approach
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Andrew PellerminorStrategic or Co-development Partner · 1 January 2020Tenant/winery relationship. Covert Farms queried Andrew Peller to take over a 2.5-acre corner of super premium Chardonnay planted in 2007, which they then transitioned to certified organic. Previously, 300 acres were leased to another local winery.
• A&L LabscoreTechnology or Integration · 1 January 2018Ontario-based A&L Labs partnered to offer Dr. Rick Haney's soil health tests, which account for soil biology contribution to nutrient pools. Covert Farms was the first farm in their area to use this testing methodology.
• Amovino Wine DistributorscoreChannel Partner/ Reseller/ DistributorJessica Luongo and Marisa Varas represent Covert Farms as sales agents, specializing in family farmers who honor the environment with sustainable practices. They specialize in beverages made with love and respect for nature. Contact: [email protected].

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Summerhill Pyramid Winery: Kelowna, BC organic and biodynamic estate winery with a strong sustainability story and Pyramid-aged wines. Highly comparable positioning around organic certification, terroir-driven winemaking, and BC estate heritage.
• Mission Hill Family Estate: One of the most prominent estate wineries in West Kelowna, BC, producing premium wines from estate vineyards. Comparable as a BC estate winery with a heritage story and broad varietal portfolio competing for similar restaurant and retail accounts.
• Okanagan Crush Pad: Okanagan winery producing organic and natural wines under the Haywire brand. Former workplace of Covert Farms' Wine Club Manager and a direct competitor in the organic/natural wine niche.
• Nk'Mip Cellars: Osoyoos, BC estate winery (Indigenous-owned) producing a broad varietal portfolio. Comparable as an Okanagan estate winery targeting similar wine club, wholesale, and DTC customers.
• Tinhorn Creek Vineyards: Oliver, BC estate winery producing premium red, white, and ice wines. Former employer of Covert Farms' Wine Club Manager; directly competes with Covert on local Okanagan varietals and wine club structure.
• Phantom Creek Estates: Oliver, BC estate winery focused on premium terroir-driven Bordeaux-style reds. Direct Okanagan neighbor competing for the same premium red wine market and restaurant placements.
• Cedar Creek Estate Winery: West Kelowna estate winery with vineyard, restaurant, and event spaces. Comparable BC estate winery competing for similar premium restaurant accounts and DTC customers.
• Burrowing Owl Estate Winery: Oliver, BC-based estate winery with vineyards, a restaurant, and guest accommodations. Direct geographic neighbor of Covert Farms in the Okanagan and a direct competitor for similar varietal positioning and DTC traffic.
• Quails' Gate Estate Winery: Family-owned estate winery in West Kelowna offering a full portfolio of red, white, and rosé wines plus a restaurant and visitor experiences. Comparable as a BC family estate winery with strong DTC, wine club, and wholesale distribution.

Broad incumbents

• Andrew Peller Limited: Large Canadian wine company that owns multiple BC and Ontario winery brands. Current tenant at Covert Farms and operates a portfolio that overlaps with Covert's varietal range and wholesale channels; much broader scale and distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/covertfarmsfamilyestate
• LinkedInlinkedin.com/company/covert-farms-family-estate

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about covert farms family estate winery