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Bottega Americano is the new breed of highly ambitious American restaurant
1195 Island Avenue,
San Diego
bottegaamericano.com
Troy’s Picks:
Yellowtail Crudo
Baby Beet Salad
Lamb Sugo
Multitasking is a disease of our generation. Most experts agree it’s fatal. It’s hard being one thing, let alone three or five. When we lose focus, we tend to lose. And Bottega Americano in the East Village has a lot to focus on. There’s the oven, which cranks out everything from pizzas to roasted meats. There’s the pasta station, where they make fresh bucatini, pappardelle, and whatever shape tickles the fancy. There’s the espresso bar. And the bar bar. There’s the bakery. And the gourmet retail.
This is the new American restaurant—an all-in-one food-osphere, vertically integrated for your one-stop-chomping pleasure. Whereas Whole Foods is a retailer first and casual restaurant second, places like Eataly in NYC, Bottega Louie in L.A., and Bottega Americano are restaurants first and casual retailers on the side. Or they can be seen as miniaturizations of the Ferry Building/Pike Place concept, where multiple food vendors create a diverse food destination under one sprawling roof. They could even be seen as massively upscaled versions of another station-to-station food concept in San Diego: Souplantation.
You could argue that many all-day restaurants do what Bottega does. You can sit and order coffee/lunch/dinner/drinks and buy a bottle of whatever you loved on the way out. So why does Bottega’s concept feel kind of new? It’s a simple process of demarcation, with each station laid out as its own entity. Bottega has clearly planted its flag in multiplicity, trying to be everything to everyone.
The question with Bottega is not talent. General Manager Greg Van de Velde trained in fine dining for years at Bertrand at Mister A’s. A duo of chefs with different skill sets oversees the kitchens. The first is Giuseppe Ciuffa, a self-made restaurateur and caterer with deep Italian roots who can handle operations of the large, cranking mechanism. The other is executive chef David Warner, formerly at JRDN in Pacific Beach.
Restaurant Review: Bottega Americano
SOMETHING TO CROW ABOUT: Mary’s Farm roasted chicken with fregola and Reggiano sauce
SOMETHING TO CROW ABOUT: Mary’s Farm roasted chicken with fregola and Reggiano sauce
The question with Bottega is focus. In such high-rent environs (the bottom floor of the new Thomas Jefferson School of Law), there’s pressure. Each component (pizza, charcuterie, pasta, espresso, cocktails, etc.) must sing at a more refined frequency. In making everything a stated priority as a business model, they’ve added due pressure on each to live up to the billing. Whereas if you just claimed to be an exceptional pizza restaurant, it’s not terribly important that you make a world-class cappuccino or Negroni.
Bottega looks very nice. Designer Thomas Schoos (Tao in Vegas, Searsucker and Puesto in San Diego) has a proven track record of pretty things. Here I worry he’s struck a visual chord too close to L.A.’s Bottega Louie, a restaurant with a similar concept and name. It’s a clean, Humphrey Bogartian, white-and-black interior. Blown-up ’50s photos serve as wallpaper, evoking deceased glamour. A vintage motor scooter is parked out front, evoking the two-wheel psychos of Italy. Massive structural pillars are stacked with firewood, evoking fire and wood. A leg of charcuterie is pinched in a beautiful red machine, ready to be perfectly, thinly sliced. Glass jars are filled with pickled foods, like culinary science experiments. Multicolored pasta hangs in sheets, slightly dust-clouded with flour. Derivative or not, the space is a nice juxtaposition between the rustic and the immaculate. Like a Catholic wedding swallowed Little House on the Prairie.
Similar to Searsucker when it first opened downtown, Bottega feels alive with humans, noise, and chatter. That’s partially because it’s loud in there. A hard-surface echo chamber. That makes Bottega a social experience, not a romantic one. Unless you like your romance loud.
The menu is separated into nine parts: salumi/cheese, snacks, soup/salad/antipasti, seafood/crudo, pasta, main dishes, oven-roasted sides, pizza, and desserts. Their meats are well-respected (prosciutto San Daniele, pistachio mortadella, finocchiona). Their cheeses are world-class drippers and stinkers (Robiola Tre Latti, Casatica di Bufala, etc.)
Restaurant Review: Bottega Americano
FIT FOR A GODDESS: Yellowtail crudo with green goddess dressing, green apple, celery root, and brown butter crumble
FIT FOR A GODDESS: Yellowtail crudo with green goddess dressing, green apple, celery root, and brown butter crumble
Both nights our service is pretty flawless, relatively punctual. We don’t see any tables looking around for service, needily craning their necks or raising their hands like a fifth-grader who really has to go.
Beets are the steaky vegetable of the moment, and Bottega’s pickled baby beet salad with goat cheese, pumpkin seed brittle, Asian pear, and arugula is very good. From the crudo section, be sure to order the yellowtail with green goddess dressing, thinly sliced green apple, celery root, and brown butter crumble. Brown butter with sushi is an underutilized combo, the deeply cooked, umami-packed butter playing perfect foil to the raw, bright fish. We order it another night and the quality of the fish is sub-par, taking the dish with it.
The octopus crudo is a winner, with two perfectly braised, thick slabs of bacon bookending what is essentially a salad with frisée, roasted yams, and romesco. The scallop crudo doesn’t work nearly as well, with pickled mushrooms, pear, radish, butternut squash, and basil. It’s almost all high notes and the pickled mushrooms, an Italian delicacy, bully the other flavors.
Restaurant Review: Bottega Americano
BEET THAT: Pickled baby beet salad with goat cheese, pumpkin seed brittle, Asian pear, and arugula
Bottega’s pizzas, cooked in the oven before your hypnotized eyes, are nicely done. Ciuffa is an Italian. That’s a nice oven. Goodness should be expected. The crust may not be as cooked as I like it—a few seconds longer and you’d get deep caramelization and a few “leopard spots” (char marks) that lots of great pies have.
From the pasta section, Warner’s braised lamb sugo with pecorino over pappardelle is a dish you should make a priority in your life. The house-made pasta is perfectly al dente. The sugo is extra delicious with a bit of brown sugar. The duck ragu fuzi is also solid with parsnip, smoked ricotta, and tart huckleberry cutting through the fat. The bucatini with braised octopus, though, is a near-perfect disaster. The spice level is high enough to make you wonder if a spurned ex is running the kitchen, and it’s hard to taste much beyond the bitter radicchio. So we switch focus to the butternut squash ravioli with goat cheese, brown butter, sage, and braised kale—a good dish, if not terribly original.
We have very few complaints when it comes to Bottega’s entrees. A Mary’s Farm chicken (the de facto ethical bird for restaurants who care about caring) has a perfectly crispy skin that needs just a touch more seasoning. But the accompanying Marsala-esque Reggiano sauce covering the fregola (pasta shaped like couscous) is wonderful. The lamb osso bucco is also complaint-free, with mascarpone polenta, braised cavolo nero (black kale), and a pine nut-mint gremolata. Normally, I shy away from salmon at restaurants, due to sustainability issues, boredom, and the fact that it’s most often the fish that tastes “fishy” if a restaurant is cutting corners. But a member of our party orders it and it’s the best thing on the table, with a delicious lemon brodetto (seafood broth) and pistachio pesto.
Restaurant Review: Bottega Americano
Feeling Peckish: Braised lamb sugo with pecorino over pappardelle
Feeling Peckish: Braised lamb sugo with pecorino over pappardelle
Halfway through a late dinner one night, the pastry station—which is essentially the “greeting area” of the restaurant—goes dark. It’s still a long way from closing time, and now the restaurant looks partially closed. A very visible attraction has been shut down. The marketplace also isn’t teeming with gourmands, despite some good bottega buys (ceci bean hummus, rotisserie chickens, truffle honey, housemade sauces, charcuterie, Bottega pizza dough, etc.). It makes me think they’re still working out the quirks of trying to be everything to everyone, or everyone doesn’t yet know that Bottega is their everything.
I will say this, though. That pastry case’s chocolate chip cookie is one of the best I’ve ever had the pleasure of overeating. I now regularly bring them to my family to prove I still love them.
At the end of the day, Bottega is a big, ambitious machine with a lot of cylinders—all of which will need to fire for it to sustain success. Right now it feels about 80 percent on fire. If they can get it all up to snuff without cutting quality corners, it’ll be a successful East Village staple for a long time to come.
Restaurant Review: Bottega Americano
Kuya Sharpens owner Joshua “Jhun” de Andres turned a meditative practice into a business caring for prized kitchen knives—one whetstone at a time
“A sharp knife is a safe knife,” says Joshua “Jhun” de Andres, owner of Kuya Sharpens. It only takes a light touch to guide a properly-sharpened knife, while dull knives require much more force to cut through an object, increasing the likelihood and severity of an injury. “If you slip, that’s a lot of force that is now going into your finger, your hand, and that’s where it becomes extremely dangerous.”
De Andres started sharpening knives as a meditative practice during a time of personal grief, a way to zone in on a task with a useful and satisfying outcome. “[It was a] reminder to myself that you can fix something that’s broken and give it purpose again.” Once he ran through his own collection of knives, he started asking friends and family if he could sharpen theirs. When he’d sharpened everyone’s knives he could think of, he started posting videos on TikTok, where his first professional chef customer found him: Chef Tanner Stanich, chef de cuisine at Michelin-recognized Bib Gourmand Mabel’s Gone Fishing.

“That’s when things really started to take off,” he laughs. He uses whetstones rather than motorized belt sanders to sharpen, which gives him the ability to make microadjustments during the process for a more customized and controlled result. Whetstones also preserve steel more efficiently than other mechanical processes, which are faster, but take off more of the knife’s edge in exchange, reducing the lifespan of the knife.
Learning how to master whetstones takes a lot of time and practice, and while de Andres specializes in sharpening Japanese knives, he’ll sharpen a knife from anywhere. “Every knife deserves to be sharp,” he says.
Japanese kitchen knives are designed for extremely specific purposes: there’s a knife to break down a fish (deba), cut through boneless raw fish for sushi and sashimi (yanagiba), slice vegetables (nakiri), carve meat (sujihiki), debone poultry (honesuki), and even knives only the executive chef can use (kiritsuke). Few other culinary cultures utilize such ultra-specialized tools, and Japanese steel is prized for its extreme hardness and ability to maintain a razor-thin edge for decades when properly cared for.
De Andres is still figuring out different ways to expand his business: hosting workshops at Home Ec on Adams Avenue, creating knife restoration tutorials, and launching private lessons, all while continuing to sharpen knives people bring to him or even send from across the country. And he knows that for both home cooks and professional chefs, sharpening a knife that may have cost hundreds of dollars on a whetstone can feel overwhelming. Will I ruin it? Will I break it?
“You’re most likely not going to break it,” he promises. “But you are going to make it yours, and you have to kind of be okay with that.” Knives age and change just like humans do. Sharpening is an essential part of maintenance, and shaving away the dull edges to restore a shine takes care. And de Andres cares a lot.
“It’s just been really life-giving to me,” he says. “I know it seems really silly that taking a knife and putting it on a whetstone can change your perspective on how you view the world, but for me, it came to me at a time when I needed it most.”

Listen Now: The Latest in San Diego’s Food and Drink Scene
Have breaking news, exciting scoops, or great stories about new San Diego restaurants or the city’s food scene? Send your pitches to [email protected].
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
Check out the stacked lineup of talent participating in this year’s celebration of food, cocktails, wellness, and SoCal energy
Tickets to the Del Mar Wine & Food Festival get you in the door. The real fun is figuring out who you’ll run into once you’re there. This year’s weeklong schedule of exclusive events, running September 30–October 4, includes dinners, tastings, and loosely-supervised chaos where celebrity chefs and local icons finally let their hair down.
The festival has a track record of the unexpected: Bryan Cranston and Aaron Paul once toasted their mezcal brand Dos Hombres with an intimate dinner at the Lodge at Torrey Pines (and then, evidently unsatisfied, kept drinking it on the cliffs above Blacks Beach with a rotating cast of San Diego and Food Network chefs. Alex Morgan showed up for a dinner under the lights honoring the country’s most badass women chefs). Drew Brees ran a celebrity pickleball tournament where the guy from It’s Always Sunny in Philadelphia got absolutely humbled by locals.
If you scored a ticket to last year’s Grand Tasting, you might’ve caught Guy Fieri doing exactly what Guy Fieri does: strolling the grass, signing t-shirts and foreheads, and hanging off the DJ surf van like it was built for him. Meanwhile, local chef Ethan Yang of Glass Box walked off with the Chef Competition surfboard.
So whether your plan for 2026 is to corner legendary San Diego chefs like Victor Jimenez of Cowboy Star and Jon Sloan of Juniper & Ivy in person, or just aim for a spontaneous golf cart ride with a Food Network star—here’s your cheat sheet for where to run into a celebrity chef, TV personality, award-winning winemaker, or pro athlete at this year’s Del Mar Wine & Food Festival.

Consider this your soft landing into festival week—the walk-around tasting that eases you in before things get chaotic later on. Monarch Ocean Pub hands its patio over to the flavors that define San Diego eating: Baja seafood done right, coastal bites, Mexican flavors with some heat behind them, all the staples locals will fight you over.
The celebrity sightings here lean more “bump into” than “spot from across the room.” Troy Johnson—Food Network judge, San Diego Magazine chief content officer and co-owner, Emmy-winning host, a man who has eaten his way across the entire country professionally—is the type to materialize at whichever station has the longest line, because he already knows it’s worth the wait. Ask him what he’s had so far. He’ll have opinions.
Then there’s celebrity pastry chef Karen Krasne, owner and executive pastry chef of Extraordinary Desserts, James Beard House alum, and a woman Forbes once ranked among the top 10 pastry chefs in the country—which tracks, because you might find her holding court next to a tray of her roasted pecan shortbread dipped in white chocolate, explaining exactly why this is the flavor combination. You will listen to every word, too, because you’ll want to try that cookie.
This is an opening night party where the person next to you in line might just be the one who baked the thing you’re about to eat.

Fifty years ago, a Napa Chardonnay beat France at its own game and rewrote what the world thought it knew about wine. This dinner is that legacy, poured by the family who built it, course by course.
Under the arches at Fairmont Grand Del Mar, Ernie Hahn and the Hahn family, who partnered with the Barretts to revive Chateau Montelena into the Napa powerhouse it is today, host an evening built entirely around the winery’s most iconic pours. Every course gets its own pairing straight from the Montelena portfolio, so you’re not just hearing about the Judgment of Paris, you’re tasting the wine that started it.
Chef Mawa McQueen, a former James Beard Best of the West winner out of Aspen, brings globally inspired cuisine and serious technique to the table. Alongside her, Fairmont Grand Del Mar’s executive chef Bryn McArthur leans into farm-to-table sensibility shaped by a career of global kitchens. Together they’re building a menu meant to hold its own against wine that already changed history once.
This is the rare dinner where the wine isn’t just accompanying the meal, it’s the reason the meal exists. Fifty years after Paris, the rematch is happening right here in Del Mar.

Isabella Dallas is a freelance writer for San Diego Magazine and the Arts and Culture Editor at The Daily Aztec in her final year at San Diego State University. She previously worked as an editorial intern for SDM, but when she’s not writing, you can find her trying the best coffee spots in SD, devouring the latest rom-coms, and indulging in anything and everything pop culture.
Surf’n Slaw founder Kumi Alexander is introducing local farmers market crowds to okonomiyaki, the savory Japanese pancake she grew up eating
After 15 years married, my husband and I tend to agree on most things. But there’s one argument we both refuse to bend on—I prefer okonomiyaki Osaka-style, and he’s a die-hard Hiroshima-style devotee. (To be fair, we both adore both styles, but at this point, it’s just fun to have a low-stakes disagreement.)
Okonomiyaki is one of Japan’s greatest comfort foods, a savory pancake that’s about the size of a DVD, if you aren’t too young to know what that is. It’s not terribly hard to make—it’s flour, eggs, dashi stock or water, and a whole heap of shredded cabbage, plus optional fillings like green onions, pork belly, or bonito flakes, all cooked fresh on a flat top griddle. Drizzle some kewpie mayo and okonomiyaki sauce on top, and you’re hot to go.
However, it’s not easy to make well, and as you now know, people have capital-O Opinions about Osaka-versus-Hiroshima. Hiroshima-style layers the ingredients one by one rather than mixing them together, adding a layer of soba or udon noodles and topping it all off with a fried egg. For Osaka-style, all the ingredients are mixed together and then cooked on the griddle, so every bite includes every ingredient in a hodgepodge of deliciousness. (One Osaka variation called modan-yaki does include soba noodles mixed in the batter, but they’re not traditionally used in that regional version.)
Despite a childhood spent in Osaka, Japan, Kumi Alexander specializes in making Hiroshima-style okonomiyaki. “Okonomiyaki has been part of my life for as long as I can remember,” she explains. “My parents ran their own business when I was growing up, so Saturdays were often busy, and okonomiyaki was one of my mother’s go-to lunches because it was simple and easy to make.”
Alexander came to San Diego seven years ago with a desire to bring a part of her culture with her—not just a product, but a feeling. “When I thought about what could do that, the answer was almost obvious: okonomiyaki,” she says.
She originally launched Surf’n Slaw as a mobile pop-up food stand in August 2025, offering what Alexander calls Japanese-meets-California okonomiyaki. “Our full Surf’n Slaw includes cabbage, noodles, umami dough, beef, shrimp, and vegetables,” she explains. The menu also has a “Green Wave Slaw,” an Osaka-style version that can be made vegan and gluten-free, as well as matcha drinks.
Currently, Surf’n Slaw pops up at farmers markets in North Park, Scripps Ranch, Hillcrest, La Jolla, and La Mesa, as well as other local markets and community events. Eventually, she may expand to a permanent location, but that’s a future goal. And while Alexander hopes that one day okonomiyaki will be as well-known to American audiences as ramen or sushi, for now, she’s just happy to share a bit of home with San Diego.
Listen Now: The Latest in San Diego’s Food and Drink Scene
Have breaking news, exciting scoops, or great stories about new San Diego restaurants or the city’s food scene? Send your pitches to [email protected].
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
At Vi at La Jolla Village, residents don't have to choose between security and adventure, connection and independence. They get all of it.
Today’s seniors are more connected than ever, with a renewed focus on retirement as a time of discovery and enriching experiences. The ultimate reward for a retirement well-earned is the wisdom to appreciate it all, and what better place to enjoy that unique perspective than Vi at La Jolla Village, in the heart of San Diego.
All-access pass to good living.
As a Continuing Care Retirement Community (CCRC), Vi provides access to a connected and fulfilling community while making it easy to plan for future care, should the need ever arise. With a care plan in place, residents enjoy greater financial predictability and long-term value, freeing them to focus on making the most out of retirement.
Resort-style amenities at the epicenter of a cultural hub like San Diego offer a retirement experience unlike any other. Paired with exceptional dining, spacious accommodations and dedicated staff, the best of maintenance-free living is all around. And with the introduction of Vista 360 Well-Being, Vi’s panoramic approach to wellness, there are more ways than ever for residents to access it all.
The harmony of mind, body and community.

The key to longevity is striking the right balance in maintaining an active lifestyle with an active mind in a fulfilling community. With newly renovated community spaces and restaurants, Vista brings a variety of opportunities for residents to elevate their well-being through Vi-exclusive “Signature Experiences.”
Vista Enrich takes an evidence-based approach to brain vitality, keeping residents at the forefront of cognitive health through exergaming (exercising + gaming), nutritional plans and informative workshops. It is also home to The Brain Vitality Studio, an innovative facility dedicated to cognitive fitness that has garnered national recognition.
Vista Discover invites residents into stimulating educational experiences, from chef-led cooking demos and guided wine tastings to lectures at local universities and intimate lectures following cultural outings.
While Vista Enrich focuses on brain health and Vista Discover engages residents intellectually, Vista Explore cultivates a sense of adventure through curated travel and local excursions. But broadening one’s horizons doesn’t always require a plane ticket. One recent event brought a taste of the world right to the community: an onsite “jazz cruise” featuring live music and global cuisine served at a series of themed “ports” all within the community’s own ballroom.
“Location, location, location”

One of the biggest perks of life at Vi at La Jolla Village is its proximity to just about everything. With easy access to transportation and local attractions just steps away, residents can explore and engage with their community at their own pace.
“There are trolley and bus stops within a 5-minute walk that will get you to the beach, UCSD Campus, medical appointments, downtown La Jolla or San Diego, et cetera. We rarely use our car,” said resident Tom Yager.
With the best of San Diego just steps away, residents don’t just live in the city, they live within reach of everything that makes it special.
The best of all worlds.

At Vi at La Jolla Village, retirement isn’t a chapter to slow down; it’s an invitation to discover more. Tailored community experiences created by Vista, paired with the vibrant pulse of San Diego just outside the door, mean that residents don’t have to choose between security and adventure, connection and independence. They get all of it.
This is what an all-access pass to good living looks like: the comforts of an elevated lifestyle, a community built for growth and a city made for discovery – all in one place.
To learn more about Vi at La Jolla Village or for details on available floor plans, visit ViatLaJollaVillage.com/SDM.
San Diego entrepreneur Kenji Blouin-Ito is turning a tiny Uptown Inn space into a destination for bentos, coffee, snacks, and more
Tokyo unquestionably holds the title as one of the best, if not the best, food cities of the world. But despite the plethora of Michelin-starred kaiseki restaurants and hole-in-the-wall ramen joints, you’d be remiss in walking past glowing signs beckoning you to enter one of the 56,000-plus konbini across the country.
Konbini cafes like Lawson’s, FamilyMart, and 7-Eleven may look like run-of-the-mill convenience stores, but convenience store culture is a completely different animal there. Absent are the sad, floppy hot dogs sizzling sweatily on a rotating wheel of misery. Instead, konbini are stocked with a bevy of hot and cold drinks in every imaginable flavor, meals like tamago sandos (Japanese egg salad sandwiches) and prepacked bento boxes, snacks like onigiri (handheld triangles of rice and seaweed, often filled with fish or pickled plum), and even limited-edition merchandise (not unlike Wawa’s line of merch).
Soon, Hillcrest will get a taste of konbibi culture. Hako Hako opens in front of Uptown Inn by Vantaggio, next to Ramen Ryoma, in early 2027.
Kenji Blouin-Ito, a half-Japanese, half-French San Diego native grew up eating Japanese food at home and during trips across the Pacific. “I remember looking forward to eating bentos on the train,” he says, grabbing quick items to munch on without sacrificing quality or succumbing to cost. When in France, he saw a rise of appreciation for casual Japanese cuisine, “long before it happened here.”

So he decided to bring it here. After AB 626 passed in 2018 to allow different jurisdictions to permit Microenterprise Home Kitchen Operations (MEHKOs), Blouin-Ito launched Foodnome, the first legal marketplace for homemade food in the US. Eventually, the national nonprofit The Cook Alliance took over the project, leaving him open to the next new idea but with the experience of running a food-based business.
“That experience changed how I think about food, not just what makes it good but what makes it work,” he explains. Bento boxes felt affordable in a time of inflation, convenient in a bustling world, and versatile to a variety of palates. When he got the chance to open a konbini himself, he went for it.
His family runs Uptown Inn, a mix of apartments and hotel rooms that’s seen increased food traffic over the past few years. “We had a small space in front of the building that wasn’t being used, and it just made sense,” he says. Hako means “box” in Japanese, a reference to both bentos and small space from where he’ll sling freshly made bentos, coffee, drinks, pastries, snacks, and a small retail selection.
Hako Hako will initially open for morning and afternoon hours, but you don’t have to wait until next year to get a taste of Japanese culture. Blouin-Ito’s concept is popping up at various coffee shops around San Diego, with a few coming up: Easy Does It on September 19 and Cafe Moto on October 17. Until then, practice the art of gaman: patience with grace.
Hako Hako opens at 819 University Avenue in Hillcrest in early 2027.
Listen Now: The Latest in San Diego’s Food and Drink Scene
Have breaking news, exciting scoops, or great stories about new San Diego restaurants or the city’s food scene? Send your pitches to [email protected].
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
With Sosal Line, Heidi Greenwood and Juerie Masters are importing traceable seafood from small producers and building a global pantry business along the way
No matter your job, it’s helpful to find some sort of joy in it to avoid going completely insane. Some people savor the variety of personalities when dealing with customers. Others find comfort in the predictability of closing a bar after last call, counting tips and wiping counters. Perhaps achieving Inbox Zero really gets your blood pumping, or shipping a new product design sparks joy.
For Heidi Greenwood and Juerie Masters, work doesn’t get better than logistics and operations.
“[We] both love all the unsexy parts of supply chain and backend management,” laughs Greenwood. Tracking outbound orders? Ensuring compliance? Managing inbound freight? Stop me if this is getting too hot for you!
Not enough people think about the unsexy reality of running a business before launch, but effectively and consistently keeping an eye on operations separates successful companies from out-of-business ones. Both Masters and Greenwood already own their own businesses—Greenwood is behind the wine zine Campestre Mag and runs the online wine shop Esquina, and Masters co-owns Clos Wine Shop and Fintastic Provisions in University Heights with her husband Paul. Apparently, these gigs weren’t enough to satisfy their collective yearning for spreadsheets and inventory maintenance.
So, they decided to start another business together—Sosal Line, a San Diego-based import and distribution company specializing in global pantry items. The pair launched Sosal Line at the beginning of 2025 and currently only sell three brands of tinned fish, but Greenwood says they plan to expand their offerings as they discover other small or family-run businesses that share their values.
“We want to work with brands and with products that really have a sense of place and actually tell a story—not just the product, but the people behind it too,” she says.
Masters and Greenwood are both Korean-American and named this burgeoning business after Haenyeo, the legendary free-diving women of Jeju Island in South Korea. Traditional Haenyeo equipment and garb include oribal (swim fins), yeoncheol (lead belts to help them sink), and the company’s namesake sosal, a hand-held fishing spear (sometimes called jaksal).
The average person, if sitting completely still, can stay underwater for up to a minute and a half at most. Haenyeo can hold their breath for up to three minutes while actively foraging, harvesting, and swimming. Scientists say these diving women spend more time underwater than any other group of humans on earth. Not badass enough for you? The average age of Haenyeo is around 70.

“Fishing is a strong heritage for Koreans, and it’s the same here in San Diego with the Portuguese settlers,” Greenwood explains. (We aren’t the tuna capital of the US for no reason.)
Sosal Line carries 100 percent traceable, wild caught fish from Galicia in Northern Spain and the Pacific Northwest, all family-owned companies who don’t compromise on sustainable practices. Tinned fish has never been more popular—or more debated—but there’s more to it than cute labels designed for maximum Instagram reach. “I want to know who I’m purchasing from,” says Greenwood. One of their suppliers, Craft Fish Co., which is based in San Diego but fishes in the PNW, is run by JJ and Jessica Gerritsen. JJ catches, Jessica packages, and it’s a business relationship on a first-name basis. “You can’t find that when you’re working with some nameless brand.”
San Diegans can find Sosal Line products at local retailers like Clos/Fintastic (obviously), allmine in Oceanside, Always Hungry Grocery & Goods in Carlsbad, J. Brix Wines in San Marcos, Collins & Coupe/Tablespoon in North Park, and Green Acre in La Jolla. They’re also available in select retailers in Northern California, Oregon, Arizona, and strangely enough, South Carolina. Expanding its client base is, of course, a goal. But not at the expense of quality or joy of discovery.
“I would love to see people try food from different cultures and be excited about it,” says Greenwood. “Maybe make them want to travel to experience different areas of the world.”
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
San Diego Magazine's Private School Guide 2026
NewBridge School is San Diego’s only school dedicated to the education of students with dyslexia and related learning profiles. For 30 years we have successfully served students with dyslexia, dysgraphia, dyscalculia, receptive/expressive language disorders, ADHD, executive functioning and memory deficits. Students transition successfully into academically rigorous high schools and colleges across the country. Why NewBridge? Training, training, training (plus intensive individualization, and comprehensive program design). All teachers are trained and retrained biennially in Orton-Gillingham, the only approach proven to remediate dyslexia based on Science of Reading research, and complete a year-long training program. Every aspect of our program is designed around our students’ learning styles and needs. Every class is taught by a highly-trained expert, and our Speech/Language and Occupational Therapy teams embed throughout the day. Our multisensory, multi-tiered math program has been developed in conjunction with sister schools and experts across the country. Don’t wait—early intervention is magic!
Enrollment: 100
Grades: K – 8
Tuition: $30,000
Deadline: Rolling
Gender: All-inclusive
Details Nonsectarian
Open House Tours by appointment

12285 Oak Knoll Road • Poway, California 92064
858-679-5744 • [email protected] • thenewbridgeschool.com