With all that’s going on in our country, it’s time for some good news. We need not look further than in our own backyard. Having recently attended the Sonoma County Winegrowers’ annual meeting, let’s review their elaborate plans for the sustainability revolution they are strategically designing and implementing.
It is the triple bottom line that defines sustainable winegrowing: Socially equitable, environmentally sound and economically feasible. These three “Es” translate into healthy communities, healthy soils and vibrant businesses.
Long term planning began in 2014 with the goal to become 100 percent certified sustainable by 2019. With two years to go, 72 percent of member vineyard acreage has been certified sustainable by third party audits, leading the way to making Sonoma County the nation’s first 100 percent sustainable winegrowing region.
Goals are to lead the global marketplace, initiate unprecedented marketing and grower education and adopt breakthrough planning with the creation of a 100-year strategic plan. The ultimate mission: To protect our agriculture tradition by making it a viable, responsible business. Early efforts have already been rewarded in receiving the 2016 Governor’s Environmental and Economic Leadership Award (GEELA).
I applaud the winegrowers for not only collaborating with community but also keeping us informed as first ambassadors by continuously explaining benefits of their work. This is accomplished by sharing stories of generational farming, responsible stewardship, long-term thinking and strong partnerships with permanent vineyard workers devoted to their skill. Dynamic relationships between growers, vintners and community are leading the way to Sonoma County becoming world renowned for the excellence of our grapes and wine, as well as our evolved and compassionate 21st century business practices.
Did you know that only 6 percent of Sonoma County’s 1 million acres are planted in grapes, and that for every acre of vineyards our growers farm an additional two acres of diversified agriculture, including pasture land, dairy, poultry, hay, lavender, fruits and vegetables? Or, that 85 percent of Sonoma County vineyards are family-owned and run, with 80 percent 100 acres or less?
In giving back to community, winegrape grower families and their businesses donate annually $26.9 million, they volunteer 12,830 hours per year, and employ 7,830 people at 60 percent above California’s minimum wage.
Social Equity was the theme that caught my attention 2016 when the Sonoma County Winegrowers’ Foundation was reinstated. This foundation offers an ongoing platform for grape growers, vintners and community to work together in creating public and private partnerships with health and human services.
Simply, with families helping families, the vision is to position Sonoma County as the region of choice for agricultural workers to live and work. A proficient agriculture workforce is secured by providing a healthy standard of living for those we depend upon most to keep this industry vibrant. Managers and owners are inviting employees with interpreters to the table. In discovering the most vital issues affecting them, including immigration, affordable housing, healthcare, childcare, education and workforce development, all of our lives and those of our children are enhanced. The winegrowers are committed to ongoing planning and fundraising to sustain these endeavors with pilot programs.
A great example of a sustainable business was evidenced at the recent celebration of life for Don Carano. Don and Rhonda co-founded Ferrari-Carano Vineyards & Winery in the early 1980s. I was among the fortunate in being trusted to help them launch this brand. As I looked around the filled-to-capacity rooms at this celebration, I was stunned in realizing how many lives Don and Rhonda have so positively impacted with their vision, respect, caring and generosity.
Many of the guests have worked with the Caranos since the beginning advancing to top jobs within the company, and more than half were vineyard workers accompanied by their families. I reveled in sounds of laughter and remembrance of Don and Rhonda, who evolved our lives into something far greater than our lives would have been without them, by including us as family.
I ask you, what other business allows for owners and employees to become so utterly personal in sharing lives, passion, and meaningful work? There are many definitions of sustainable business. The Sonoma County Winegrowers are great candidates to become the model for global, innovative, responsible, compassionate business.
Marie Gewirtz represents wine and food clients with marketing and communications in Sonoma County and throughout the world. She can be reached at wi*******@so********.com
