If the attendance and feedback were any indication, then we can be sure that the eco-labeling seminar held on December 8 was a huge success! The diverse speakers addressed several aspects of eco-labeling from the perspective of the grower, winery, environmental advocate, and consumer. 85 people attended the meeting, most of whom were growers or winery representatives. Several attendees traveled from out of the area to attend the workshop. The seminar clearly helped raise awareness of growers, vintners, and policy-makers as to the issues, concerns, and advantages of current and developing eco-label programs.

Dr. Sean Swezey (UCSAREP) moderated the meeting and introduced the workshop with an overview of environmental and agricultural issues (i.e. environmental regulations and costs, population growth, and an increase in consumers awareness). Dr. Swezey explained that SAREP addresses many of these issues by promoting partnerships between growers, researchers, and policy makers. He concluded that “partnership models” require pro-active growers and that eco-labeling efforts represent one tool to address the changing environmental/agricultural/economic climate.

Laurel Marcus (Fish Friendly Farming) presented information on the North Coast certification program. Her group acts as an intermediary, streamlining the bureaucratic paperwork between the grower and various agencies (i.e., Regional Water Quality Control Board, Department of Fish and Game, etc.). Except for the fire drill that occurred in the middle of her speech, Ms. Marcus held a captive audience as she detailed specific examples of sustainable practices. Laurel and her colleagues address issues such as recovery crops (native bunch grass), maintenance of drainage systems for erosion control, reducing pesticide use and drift, and biodiversity within the vineyard (maintaining oaks). Her organization also provides financial assistance for farmers who want to be certified “fish friendly”. Until now, the fish-friendly project is more of an assistance project - it has not been marketed on a label to consumers yet.

There is an existing eco-label effort specific to wines in Oregon. Al MacDonald of Oregon Low Input Viticulture and Enology (LIVE) discussed the specifics of the Oregon certification program and label. LIVE uses a rating system that addresses chemical use reduction and other issues. LIVE practices include cover cropping, mulching, and irrigation scheduling. LIVE has also successfully partnered with Salmon Safe, so their certification process also monitors water usage and quality. LIVE members use the LIVE and Salmon Safe logos directly on their wine labels.

Paul Dolan (Fetzer Winery) described the “3 E’s” (Environment, Equity, and Economics) of Fetzer’s philosophy. Currently, Fetzer has several environmental programs: river restoration, a cork processing plant, composting, “green” buildings, and innovative wastewater treatment. Their “equity” programs address human relationships through community projects and company supported volunteerism. Paul envisions the company becoming the global leader in sustainable agriculture. Fetzer currently has a wine label that uses organically grown grapes (BonTerra).
California Clean, one of the first eco-label movements in California, addresses issues pertaining to the environment and small farm. Products that meet the California Clean standards, have a California Clean sticker/label and often times come with point of sale materials. Paul Buxman, a California Clean grower, feels that growers using sustainable practices promote a sense of well being for themselves and their community. He discussed several aspects of sustainable farming and philosophies. He illustrated that “true sustainability” occurs through reciprocity, if the grower has the wellness of his community in the forefront of his mind. Mr. Buxman felt that his success could be measured in terms of a clear conscience, a loving family, and an abundance of friends.

Cliff Ohmart, the IPM coordinator of the Lodi-Woodbridge Winegrape Commission (LWWC), discussed his organization’s focus on grower outreach and education in the form of a workbook. The workbook helps growers do a self-assessment of their farm. The workbook helps growers identify areas of strengths and weaknesses in their management, specify a plan of action, and provide a timetable to finish those plans. LWWC is exploring the possibility of developing a regional eco-label for wine grown in their region.

Laurie Demerrit, Executive Vice President of the Hartman Group (a consulting marketing firm specializing in consumer research), addressed the importance of a standard in eco-labeling that would be easily recognized by the consumer. She mentioned the new wellness consumer’s cynicism, and the need for third party verification. In this respect, Ms. Demerrit felt that an eco-label would be very successful for winegrapes grown by sustainable practices, if it were marketed properly.

Finally, Kris O’Connor (Central Coast Vineyard Team) discussed the possibility of using the Positive Point System as a basis for a regional eco-label. There are several advantages for CCVT using the PPS as a standard: the foundation for a standard is already in place with the PPS; it already has significant grower “buy-in” and participating acreage (15,000 acres); it is recognized as valuable tool by regulatory and environmental interests; it addresses the whole farm; and it allows for site-specific modifications.

Nevertheless, there are several challenges in using the PPS as an eco-label standard. Initiating an eco-label pilot project would require funds to complete market research, third party certification, consumer education, and marketing materials development. CCVT does not currently have the resources or the expertise to initiate such a project. In addition, reaching consensus regarding the “cut off” could be difficult. Would growers whose score is above “X“ points qualify? Would there be a “do not“ use list standard?

Up to this point, CCVT has not quantified specific eco-benefits linked with higher scores. That is, CCVT does not have specific data that concludes that higher scores equal reduced risk or improved water quality, for example. CCVT believes these claims are true, and the PPS was designed accordingly, but so far CCVT does not have data to support this. Would the eco-label require a specific claim regarding environmental quality? There is a proliferation of eco-labels developing—with this increase will come increased scrutiny and requirements for accountability. Will a CCVT label be able to meet these standards to be a program with credibility and integrity?

If CCVT decides to move forward on this effort, it will require that each of these issues be thoroughly considered. The next CCVT business meeting will address the eco-label meeting and determine the direction the group wants to take regarding this issue. Please take time to consider these issues and concerns and bring your ideas to the meeting. This process will require everyone’s involvement in order that CCVT’s mission be advanced on the Central Coast in the context of a potential eco-label initiative.

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Additional Resources

“Exploring Environmental Labeling & Certification”
Central Coast Vineyard Team Conference
Shell Beach, California
December 2000
http://vineyardteam.org/press/ecobook.php

“Read the Label”
The Food Alliance Conference
Portland, Oregon
October 2000
www.thefoodalliance.org/confsummary.htm

“Adding Value through Environmental Marketing”
IATP Conference
Madison, Wisconsin
December 1999
www.iatp.org/labels/envcommodities/index.htm

“Exploring EcoLabeling for California Winegrapes:
A Working Conference”
CAWG, SAREP, EPA, LWWC Conference
Sacramento, California
February 1998
www.sarep.ucdavis.edu/pubs/other/ecolabeling/Proceedings98.html

www.californiaclean.com
www.lodiwine.com
berrygrape.orst.edu/LIVE/
www.hartman-group.com
ipminstitute@cs.com
www.salmonsafe.com