Rachael Carter of Soho Family Vineyards Shares Insights on Life and Leadership

Rachael Carter, founder and managing director of Soho Family Vineyards, has built a successful wine business in New Zealand since its inception in 2009. The company produces wines from notable regions such as Waiheke Island, Marlborough, and Central Otago. In a recent interview, Carter shared her personal experiences and the values that shape her leadership style.

Carter attributes much of her personal growth to her role as a mother. Her daughter, Maren, has been a source of joy and inspiration. “Being a mother has been life-changing for me,” she said. “Hearing her sing in the shower and making me laugh fills my cup. She grounds me, especially during challenging times in business.”

She emphasized that her daughter’s encouragement has kept her motivated during tough moments. “Maren reminds me, ‘You are no quitter, Mum, and I know you will regret it,'” Carter noted. This bond illustrates how family can serve as a powerful support system in the demanding world of business.

Inspiration from Pope Francis

Among the figures that have influenced Carter profoundly is Pope Francis. Raised in a strict Catholic household, Carter appreciates the core values instilled in her. She admires Pope Francis for his compassion and inclusivity, which she believes have encouraged her to adopt a more open-minded approach to life. “He made me want to be a better person,” she explained, highlighting the importance of embracing kindness and understanding.

Carter resonated with the Pope’s message about action, recalling his phrase, “never remain on the sidelines of this march of living hope.” This guidance has inspired her to lead with empathy in her business.

Carter’s reading habits are less conventional; she admits to not enjoying reading as much as others, yet cites comedian Chelsea Handler as a favorite personality. Handler often discusses the book “Letting Go: The Pathway of Surrender” by David R Hawkins, which Carter found particularly impactful during a difficult period in her life. “It taught me the inner mechanism of surrender, which was no easy feat for someone wired like me,” she stated.

Leadership Challenges and Values

Addressing workplace culture, Carter stresses the importance of collaboration. In dealing with toxic environments, she prefers to bring everyone together to openly discuss issues until a viable solution emerges. “I am intolerant of toxic people, but they do appear from time to time. As a leader, it’s my responsibility to address these challenges,” she remarked. Fortunately, she has cultivated a strong team, with many staff members having been with her for over a decade.

Reflecting on personal loss, Carter also opened up about the hardest decisions she has faced. Saying goodbye to her beloved pets has been particularly poignant. “Max, my dalmatian, was with us for 14 years, and Bob, my Portuguese Water Dog, for nine years. Both decisions were heart-wrenching, but their love outlives the years,” she shared.

When asked about the existence of billionaires, Carter expressed a nuanced perspective. “There are good and bad people in every walk of life. If I were a billionaire, I would still be me, just with more resources to help others,” she stated. She envisions starting a charitable trust for children and animals in need, inspired by her childhood desire to create the Unconditional Love Foundation.

Carter believes that a significant improvement for New Zealand would be a “great, working healthcare system,” reflecting her commitment to societal well-being.

Carter’s journey in the wine industry began alongside her late father, John Carter, a pioneer in New Zealand’s wine sector. She later established a screwcap manufacturing plant before launching Soho Family Vineyards. Recently, the company has expanded its offerings with the official launch of its Waiheke Island Cellar Door, further solidifying its place in the competitive wine market.

Rachael Carter’s story exemplifies the intersection of personal values and professional ambition, demonstrating how resilience, compassion, and leadership can create a thriving business environment.