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The most enduring businesses are built on something greater than the products they create. They are built on the values they choose to protect.
That philosophy is shared by many family principals who see entrepreneurship as a means of creating lasting impact. For some, like Menagerie Wines, created by Ricky and Lisa Novak, purpose is expressed through supporting wildlife conservation and helping protect endangered species. For others, like Laurent Ohayon, it means restoring historic vineyards, preserving centuries-old olive groves, or supporting traditional beekeepers whose livelihoods sustain both local communities and fragile ecosystems.
While each journey is different, the intention is the same: to use business not simply as a vehicle for growth, but as a force for stewardship.
during the APEX Members’ Dinner, London,
February 2026. Image courtesy of APEX.
This feature includes two family principals whose work reflects this philosophy in different ways. One is helping protect wildlife and biodiversity through conservation-led initiatives. The other is preserving agricultural heritage, traditional craftsmanship, and some of Europe’s most remarkable landscapes. Together, they remind us that the most meaningful legacies are built not only through success, but through what we choose to preserve for future generations.
The Soul Of The Atlantic: Preserving Nature’s Finest Traditions
By Laurent Ohayon
Some investments are measured by financial returns. Others are measured by what they preserve.
For me, the greatest opportunities have never been found in creating something entirely new, but in protecting traditions, landscapes, and craftsmanship that have quietly endured for generations. Across France and Portugal, that philosophy has led me to three very different pursuits — wine, olive oil, and honey — each connected by a common belief that true luxury begins with patience, stewardship, and respect for nature.
On the western edge of France, overlooking the Atlantic, Domaine Alauda was founded with a simple ambition: to restore the reputation of Muscadet, one of France’s most misunderstood wines. Long regarded as an everyday coastal wine, Muscadet possesses remarkable elegance when cultivated with care. Our vineyards, rooted in ancient schist and gabbro soils and shaped by cool Atlantic breezes, produce wines defined by freshness, precision, and unmistakable minerality. Rather than following trends, we focus on authenticity, allowing each vintage to express the character of the land itself.
That same philosophy extends across the border into northern Portugal, where centuries-old olive groves have shaped the landscape of Trás-os-Montes for generations. When we first discovered these neglected groves, we saw more than ancient trees. We saw a heritage worth protecting. Traditional stone terraces have been carefully restored, while modern techniques have been introduced only where they enhance, rather than replace, centuries of knowledge. Every harvest is completed by hand, and every bottle of extra virgin olive oil reflects the remarkable balance between history, craftsmanship, and nature.
Further into the mountains lies the village of Santalha, where wild rosemary, lavender, chestnut blossom, and countless native flowers create one of Europe’s richest natural environments for bees. Here, beekeeping remains a deeply personal craft, yet one increasingly threatened by environmental pressures and the spread of the Asian hornet. Rather than building something new, we chose to support local beekeepers whose families have safeguarded this landscape for generations. Each harvest follows the rhythm of nature, producing honey that changes subtly from year to year, reminding us that perfection is never manufactured.
Although these ventures produce different things, they share the same purpose. They celebrate places where time still matters, where quality cannot be rushed, and where generations of knowledge continue to shape every bottle and every harvest.
In an age increasingly defined by speed and scale, preserving these traditions feels more important than ever. Whether through wine, olive oil, or honey, our hope is not simply to create exceptional products, but to help ensure that remarkable landscapes, family craftsmanship, and centuries-old practices continue to thrive for generations to come.
Because the finest luxury is rarely created, it is preserved.
In a world driven by speed and uniformity, Santalha reminds us that true luxury cannot be manufactured.
It is shaped by nature, sustained by skilled hands and protected through patience.
Our honey is more than a taste of Portugal.
It is a tribute to the beekeepers of Trás-os-Montes, the bees that make every harvest possible, and a landscape worth preserving.
Conservation With Purpose
Every meaningful partnership begins with shared values.
When searching for a philanthropic partner, Menagerie Wines founder Ricky and Lisa Novak found that alignment in Tusk, one of the world’s leading conservation charities.
With the support of Prince William, Tusk has spent decades protecting endangered wildlife across Africa while working alongside the local communities that play a vital role in safeguarding these extraordinary ecosystems.
The partnership reflects a shared belief that business can be a force for positive impact. Through Menagerie Wines, every bottle sold contributes to Tusk’s conservation efforts, helping to protect threatened species and preserve the landscapes they call home.
It is a reminder that the greatest luxury is not simply enjoying the natural world, but helping to ensure it continues to thrive for generations to come.