Weekly Spotlight: Rob Machado/Alex Atala


Rob Machado has lived a fascinating life. Born to a professional surfer in Australia, and raised in Southern California his name has become world famous for his surfing skills, and more recently his artistic vision. Rob Machado quit the WCT (World Championship Tour) but finds his passions in “Free” surfing. His influence has taken him around the world, in search of the best rides, and finds his soul surfing keeps him grounded. In this video, the latest on his “Through the Lens” Series, Rob ventures to meet with Alex Atala, a world renowned chef, that has focused his passions in life through beauty, both inside and outside the kitchen. Check it out.


Style and Taste: Hometown Brew.

Chico, California. A small town in Northern California that I happen to be from that happens to brew one of the best Ales in California, or even the entire country. Established in 1979 by Ken Grossman set out to make an amazing series of Ales and Lagers. Pale Ale was the first and everlasting classic of Sierra Nevada. Seen in many feature films, Pale ale is the choice for it’s green brewing process, 5.6%, and it’s classically cool looking label hand drawn in Chico. It will definitely be the highlight of any party and is truly a man’s beer. Sierra Nevada Pale Ale awards include:

The Great American Beer Festival (American Pale Ale: 1995, 1994, 1993;
Classic English Pale Ale: 1992; Pale Ale: 1990, 1989, 1987)

So you know its the best choice for those hot summer nights wherever you may be. They are also one of the largest Micro Breweries in the Country and Rival with Google for the most self sustaining. A large solar array covering the parking lot produces 1/3 of the energy need for brewing. Also are experimenting in growing they’re own hops on site and using goats to mow the weeds around the area. Their ultimate goal is to be 100% sustainable sometime in the next decade. Judd Apatow, Director of  is a huge fan, as well as Adam Sandler and many times actors will be seen drinking Pale Ale in these films. This makes for no annoying outside advertising and Sierra Nevada is one of the best kept secrets in America(only to be found). They also have a variety of 13 other flavors as well as seasonal and special promotion brews. Best served Chilled on a Summer Night.