Wine Words

It is raining, hard, as I write this column. There are no birds on the river’s edge and the oak leaves are blowing with abandon from the nearby trees. Squirrels, who earlier I watched gather acorns in preparation for the storm have retreated into their nests. All seems cozy and well with the world.
The 2016 grape crop has been delivered to the wineries and now the magical transformation from grape to wine begins. I reflect on what harvest means to me, and I am reminded of the many men and women I’ve met in Sonoma County who diligently tend to the land and the grapes. I’ve watched them day in and day out work with dedication, passion and unimaginable sweat equity. With marketing and public relations as my calling card, I have had the privilege of spending time in vineyards around the globe learning essential life lessons from these farmers. Mostly, about staying the course, and what it takes to awaken each morning with the strength, courage and fortitude to face the often uncertain and strenuous physical conditions and surprises dictated by Mother Nature.
Farmers are by nature conservative with business practices. Their farms and livelihood depend upon their making astute and calculated decisions. There is little room for error, especially when many of these decisions have outcomes that are determined years in the future.
I was raised in big, bustling cities where there seemed to be little comprehension or appreciation for what it takes to coax food and other crops from the earth. People in urban environments have more of an option to live independently from each other. In a farm community camaraderie is essential, we often need each other to fulfill our daily tasks and this encourages openness in sharing information, equipment and trade secrets. Farmers trust that the community will come together to help raise a barn or bring in the crop. When a tractor breaks, help is close by. It is humbling to be part of a business and a lifestyle where the stakes are so high that we often depend upon each other as family,
I think about this now, as we move into the winter when vines hibernate to revitalize for the coming year. In imitating nature, we too can exhale and reflect on what living in this agricultural community really means. There is no doubt that we tire of tourists who mindlessly cross streets without watching, while drinking wine and, well, acting like they’re on vacation while we attend to the busyness of our daily lives. It can also be challenging for those who live near vineyards or wineries where owners and staff don’t always communicate relevant dates when administering certain farming procedures or notify neighbors of events that may be disruptive. The good news is that these and other essential issues are becoming top priorities for local vineyards, wineries and tourism associations. There is a significant movement in Sonoma County toward sustainable farming, including crop diversity, responsible hospitality and good neighbor practices. As you read in this paper recently, the Sonoma County Vintners is launching a Community Connection initiative.
Periodically, it’s useful to evaluate what the vineyards actually provide. Let’s begin with the lush landscape — the backdrop of our lives. It is our good fortune that this land is more valuable in vineyards than as real estate. There are many beautiful places in the world. Think about it, oranges weren’t enough to keep Los Angeles or San Jose as agricultural havens.
According to Congressman Mike Thompson, vineyards provide Sonoma County with more than 54,000 jobs, $1.4 billion in local, state and federal taxes and a $13.4 billion economic impact, while contributing more than $25 million to local charities and community groups. Without the vineyards, without the wineries, our lifestyle would be drastically different. Perhaps our children would leave town for greater opportunities in urban environments, and we certainly would not have the rich cultural advantages that come with this economic abundance.
Relevance for Today: In Sonoma County the unique blend of agrarian roots enhanced by cultural privilege offers us the best of all worlds. Clearly, the dialogue between community members and vintners needs to continue. It is my hope that concerns will be complemented with huge doses of respect and appreciation for the women and men who passionately devote their lives to farming, which cultivates the pastoral landscape that is ours to call home.
Please remember to vote.
Marie Gewirtz represents wine and food clients with marketing and communications in Sonoma County and throughout the world. She can also be found maneuvering tractors on the banks of the Russian River