Felix Madrid, the General Manager of Seattle Cider Company, played a pivotal role in its early and rapid growth, despite not being a founding member. Over the course of a decade, Felix held multiple key positions within the company since its inception and was instrumental in shaping its infrastructure. His upbringing on an Oregon farm in the heart of the Willamette Valley introduced him to the intricacies of winemaking from his family, knowledge that seamlessly transitioned into his career in the cider industry. Felix’s profound impact extends beyond cider and winemaking. His expertise in mechanical automation, machining, welding, and technical design significantly shaped the company’s production excellence. In fact, he was responsible for creating much of the current production infrastructure at Seattle Cider Company. His highly technical mindset, coupled with an exceptional talent for operational efficiency, spearheaded revolutions in small craft beverage automations and manufacturing processes, guaranteeing precision and quality.