Generations Conference Keynote Presenters*:

Gun Ruder, President & CEO
S. Martinelli & Company
“Drink Your Apple A Day”

S. Martinelli & Co has been family-owned and operated since 1868, producing Gold Medal premium 100% juices from apples grown in the fertile Pajaro Valley in Watsonville, CA. Our products have been honored with more than fifty gold medals for excellence at state, national, and international expositions. Find out more about Martinelli’s.

Chris Rufer
Todd Rufer
The Morning Star Company
“Excellence Through Commitment”

The Morning Star Company is a vertically integrated tomato processing company located in the Central and Sacramento Valley of California. We grow tomato plants from seed, transplant them, harvest them, truck them, and ultimately process them into bulk and retail size tomato products. We operate 3 factories throughout central California as well as finished product facilities in Kentucky. Find out more about The Morning Star Company.

Sierra Grossman, Vice President & Second Generation Owner
Sierra Nevada Brewing Co.
“Proudly Independent. 100% family owned, operated and argued over.”

Inspired by frequent trips to the Sierra Nevada mountain range, Ken Grossman founded Sierra Nevada Brewing Co. in 1980. Highly regarded for using only the finest quality ingredients, Sierra Nevada has set the standard for craft brewers worldwide with innovations in the brewhouse and in its sustainability efforts. The pioneering spirit that launched Sierra Nevada now spans both coasts with breweries in Chico, California and Mills River, North Carolina. Learn more at


Jim Mayfield, President & CEO
Hannah de Bie, VP Marketing & Communications
Kyle Mayfield, VP Production
Keenan Mayfield, Director of Sea TREK Operations
Sub Sea Systems, Inc
“Celebrating 30+ Years Under the Sea”

Sub Sea Systems is a family-owned business, and world leader in innovative products and underwater experiences for the marine tourism industry. Its products include: SeaTREK® helmet diving, Aquaticar™ underwater ride, SolarCat™ solar-electric catamaran, Clear Lounge® underwater oxygen bar, and underwater VR snorkeling systems. Find out more about Sub Sea Systems.

Mary Andringa, Chair of the Board
Vermeer Corporation
“A manufacturing company in the heartland making a progressive impact around the world.”

Vermeer Corporation is a large manufacturer of industrial and agricultural equipment helping customers feed and fuel their communities, manage natural resources and connect people to the necessities of life for over 70 years. With nearly 3,500 team members worldwide designing, building and supporting this equipment, and a dealer network spanning 60+ countries. Vermeer  is proud to be family-owned and family-led with third generation family member, Jason Andringa, serving as President and CEO. Read more about keynote presenter Mary Andringa and the Vermeer Corporation.

Jamie T. Richardson, Vice President
White Castle Management Co.
“Satisfying Generations of Cravers since 1921”


White Castle is America’s first fast food hamburger restaurant and remains family owned after nearly 100 years. Today, the brand has over 370 restaurants, as well as a thriving consumer packaged goods business with distribution of its frozen sandwiches in all 50 states and Canada. Read more about White Castle Management Co.

*Speakers and presenters subject to change.

In its fourth year, the Generations Family Business Conference features an impressive roster of local, regional and national keynote and breakout speakers who will share personal stories and experiences regarding the issues and trials that are unique to family businesses.

Experts in Family Business Topics


Stories You Can Relate To


Lessons Learned