California Ag Network

Category: Non-Video

  • New Recommendations for Laurel Wilt Disease

    By Ben Faber, UC Cooperative Extension — Laurel Wilt Disease of Avocado and the relatives of avocado in the Laurel Family has devastated the the forests along the east coast from North Carolina down to Florida and along the Caribbean into Texas.  It has caused significant losses to wildlands and to the Florida avocado industry.

    Ambrosia Beetle

    The extent of the native tree loss is shocking and there is very little that can be done to correct the problem, other than to curb the spread of contaminated wood that is spread by humans,  There has been some success in the avocado orchards. While there is no “silver bullet”, there is some progress, e.g. pruning to increase light levels to suppress Ambrosia Beetle activity.  In addition, research has continued for:

    • Vaccinations to protect avocado trees from the LW pathogen
    • Developing a faster LW diagnostic tool
    • Screening scions and rootstocks for tolerance/resistance
    • AB control tactics and suppression
    • Molecular understanding of the pathogen
    • Economics and the LW epidemic

    Read the latest results in these two recent publications:

    Recommendations for the Detection and Mitigation of Laurel Wilt Disease in Avocado and Related Tree Species in the Home Landscape

    Recommendations for Control and Mitigation of Laurel Wilt and Ambrosia Beetle Vectors in Commercial Avocado Groves in Florida1

    Dead avocado trees from Laurel Wilt in Florida

  • Organic Trade Association Honors Jeff Huckaby of Grimmway Farms

    Jeff Huckaby, currently President of Grimmway Farms and Cal-Organic Farms, is being honored by the Organic Trade Association as Organic Farmer of the Year.

    Huckaby started farming organically in 1999 as a farm manager for Grimmway in Bakersfield, California, growing several hundred acres of organic carrots. In 2000, he took over all of Grimmway’s organic farming operations throughout California. A year later, he became general manager of Cal-Organic Farms after Grimmway purchased Cal-Organic to expand their organic operation. Today he still leads the organic operations as President.

    During Jeff’s tenure, he has grown the business from several hundred acres to over 45,000 acres of certified organic vegetables. His commitment to owning the land and building up the soil has allowed Grimmway to convert over 95 percent of its owned land to organic and grow over 65 different organic vegetables each year without the use of any outside growers. Today, Grimmway’s organic footprint has grown to cover multiple growing regions in California as well as Washington, Colorado, Georgia and Florida.
     
    Jeff has been the visionary for Grimmway’s organic program, helping develop year-round programs with most major retailers. His leadership allowed Grimmway to work with Costco to convert all of their carrots to organic. As a result, Grimmway is the sole supplier of carrots for Costco in the U.S. and several other countries. He has educated hundreds of buyers and has been asked to speak at multiple retailer produce training programs. He has given farm tours to hundreds of produce buyers, educating them on what it takes to grow organically and be sustainable. He has spoken at organic conferences and USDA meetings, and has testified before a House Agricultural Committee to emphasize the importance of the National Organic Standards Board. He serves on various agricultural boards and advisory committees.

    His expertise in organic farming has been tapped by regulators, trade associations, elected officials, California Department of Food and Agriculture, and USDA for input into all areas of organic production. Jeff actively represents Grimmway and Cal-Organic Farms in their support of the Organic Trade Association and The Organic Center.
     
    “It is a tremendous honor to be recognized by my peers and fellow members of the trade association. I look at this as one of the greatest awards anyone involved with organic can receive, and I am grateful to accept on behalf of the many dedicated farmers who work alongside me at Grimmway and Cal-Organic Farms,” Huckaby said. “My passion for farming spans four generations of my family and almost every decade of my life. I’ve been growing organic at Grimmway for more than 20 years, and I am proud to have helped build our organic program and expand the Cal-Organic Farms brand. Over these years, I’ve witnessed the commitment, hard work and downright grit among all members of this community who are fighting to ensure a bright future for organic in the U.S. I am deeply proud to help lead in this charge and pave the way for the next generation of farmers. Thank you for your support.”

    The Organic Trade Association’s Annual Organic Leadership Award was established in 1997. Awardees are nominated by their peers and chosen unanimously by the association’s Board of Directors. A complete list of past honorees is featured on our website.
     
    “Each year we look forward to recognizing those within the organic sector who have led with valuable contributions to help grow and expand organic agriculture and products. It is exciting this year to have three organic farmers who together represent the real diversity of what organic farming looks like today in the United States, yet each is a steward of the land, helps feed their communities, and inspires others to do the same.” said Laura Batcha, CEO and Executive Director of the Organic Trade Association.

    The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing over 9,500 organic businesses across 50 states. Its members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants, retailers and others. OTA’s Board of Directors is democratically elected by its members. OTA’s mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace. The Organic Trade Association does not discriminate on the basis of age, disability, national origin or ancestry, race, gender, religion, sexual orientation, marital status, political affiliation or military status. Persons with disabilities who require alternate means for communication of program information can contact us at info@ota.com

  • Field Fresh Farms Expands Retail Distribution in Response to Market Changes

    Field Fresh Farms (fieldfreshproduce.com), a leading grower/shipper of conventional and organic produce, has responded to market changes and consumer demand created in part by the COVID-19 pandemic, by building upon existing relationships and expanding its retail presence by establishing new collaborations. In conjunction with this move, the company has refreshed its branding and website, and developed new conventional and organic retail packaging.

    “Field Fresh Farms and Beach Road Organics are a trusted supplier of high-quality leafy greens to the foodservice industry. We built our business with strong food service partnerships, and they have been our sole supporters for decades,” said Fernando Ramirez, sales manager.  “We have a long history of responding to market needs quickly and decisively. When it became clear retailers were looking for additional sources of conventional and organic produce, we quickly adapted. Now we have the capacity to continue to meet the needs of our foodservice customers, while also filling a gap for the growing retail segment.”

    Field Fresh Farms and Beach Road Organics will continue to grow, pack and ship to their existing and new foodservice partners. The retail initiative, which has already gained significant momentum, will broaden our offerings.

    “As our business moves into a new phase, we thought it was the perfect time to refresh our website and our branding,” said Jacob Dobler, marketing manager and fourth generation farmer whose family founded the company in the 1950s. “People familiar with Field Fresh Farms will notice that the iconic seaside cypress tree that has been a key element of our farm and visual identity for many years is still featured. However, it’s been updated to make an even bolder, modern statement. We feel the change is a great metaphor for what’s taking place at our company, as we leverage our legacy to build new relationships with respected retailers around North America.”

    Field Fresh Farms’ business model emphasizes innovation, sustainability and product quality through careful stewardship of the land and practices such as operating packing facilities that are minutes away from the company’s fields so that teams can harvest, pack and ship products at the peak of freshness. The company is also known for providing attentive and proactive customer service.

    The updated logo and website were designed by Salinas, CA-based Moxxy Marketing, an award-winning agency focused on serving agriculture and food/beverage companies. Moxxy also designed the new retail packaging including clamshell labels, bags and cartons to help showcase the high-quality, fresh-packed products, and grow brand awareness for both Field Fresh Farms conventional, and Beach Road Organics, products.  

    About Field Fresh Farms:
    Field Fresh Farms is a fourth-generation grower/shipper of sustainably grown conventional and organic produce. Founded in 1953 and headquartered in Watsonville on California’s Central Coast, the company provides top-quality head lettuce, arugula, romaine hearts, spinach, spring and Mega mixes, and other products to foodservice and retail customers across North America under the Field Fresh Farms and Beach Road Organics labels. They operate year-round in California and Arizona. Visit fieldfreshproduce.com or call 831-722-1422 to learn more.

  • Bringing the Next Generation of Avocados to Market

    UC Riverside has entered into a $2.25 million partnership with Spain-based Eurosemillas S.A., a global leader in the commercialization of agriculture innovations, to help the university bring to market the most promising and advanced avocado scions and rootstocks in its collection.

    If successful, these varieties would meet diverse regional growing requirements, exhibit better post-harvest characteristics, increase yields, provide resistance against disease, and expand consumer market diversity.

    “Eurosemillas has successfully commercialized citrus varieties developed at UC Riverside in the past. They have the global network and expertise to do the same with the next generation of avocados,” said Brian Suh, director of technology commercialization in the Office of Technology Partnerships at UC Riverside, who worked with a team on this initiative for the past four years.

    Eurosemillas will obtain access to a small subset of the overall university avocado variety and rootstock collection for evaluation and testing on various continents to see if they perform as well as they do in California. At the same time, they will forge partnerships for commercialization that could lead to global market penetration of some of these selections.

    Niwala Abeysekara uses a leaf sensor on avocado plants in the Manosalva lab at UC Riverside. (UCR/Stan Lim)

    “After 31 years of working with UC on many other crops, we are delighted to partner with UCR again in a new product like avocado,” said Javier Cano Pecci, Chief Executive and Development Officer of Eurosemillas. “The avocado market is growing and is currently dominated by the Hass variety. This is a great opportunity for growers, marketers, retailers, and consumers to have options and diversify to include better avocado varieties and rootstocks adapted to their regions.”

    UC Riverside’s 70-year old avocado breeding programs house one of the most elite germplasm collections of scion and rootstock breeding material in the world. The University of California has partnered with California avocado growers since the inception of the industry a century ago and has had several plant breeders developing new varieties and rootstocks for the industry.

    Bob Bergh headed the variety improvement program for nearly 40 years, which released among other varieties, the ‘Lamb Hass’ and ‘GEM.’  This program is under the leadership of Mary Lu Arpaia, an extension horticulturist. The goal of the variety breeding program is to develop trees with high eating and market quality while increasing yield efficiency.

    Arpaia said for the California industry to remain viable, growers must have new varieties that yield more than Hass, are more tolerant to environmental stress, and can be produced reliably under high-density planting systems.

    “I am delighted by this partnership with Eurosemillas since it will help UC take this vision for the future toward reality,” Arpaia said.

    Mary Lu Arpaia, UC Riverside Extension Horticulturist

    The variety improvement program has four selections being readied for release that can augment the ‘Hass’ variety in terms of seasonality and have potential for expanded environmental adaptation within California.

    The rootstock breeding program was started in the 1940s by George Zentmyer and is currently directed by Patricia Manosalva, an assistant professor of plant pathology at UCR. The UCR Rootstock Breeding Program is one of the few well-recognized rootstock breeding programs worldwide and has been historically funded by the California industry through the California Avocado Commission. The main goal of the rootstock program is to develop and release the next generation of rootstocks that meet the most pressing needs of growers using traditional breeding complemented with genomic-assisted breeding approaches.

    The program is selecting rootstocks that can resist Phytophthora root rot, the most common avocado disease worldwide, as well as salinity, drought, and heat, all of which are expected to become worse as the climate warms. In collaboration with the California Avocado Commission, five UC Riverside advanced rootstocks exhibiting resistance to these major challenges are being evaluated by growers throughout California.

    “This partnership with Eurosemillas will allow us to test our five advanced rootstocks in combination with ‘Hass’ and local scions in other countries to determine their potential outside California,” Manosalva said.

    Peggy Mauk, director of agricultural operations and cooperative extension horticulture specialist, has been active in avocado research and extension for more than two decades. Over the past 25 years, avocado production in California and worldwide has been challenged by declining water quality. Avocado is the most salinity sensitive tree crop and ‘Hass’ is very susceptible to damage caused by salts. She initiated a program to find rootstocks tolerant to saline water.

    “Our UCR team in partnership with Eurosemillas is focused on finding rootstock/scion combinations that increase salinity tolerance,” Mauk said.

    Over the last 30 years, the avocado market has increased 2.5-fold and per capita consumption has quadrupled, generating interest in avocado production in many other countries, Manosalva said. But diseases, climate change, and the worldwide market’s dependence on the Hass variety threaten this burgeoning market.

    “The funding from Eurosemillas will allow UC Riverside to maintain the plant material and support and complement the current California Avocado Commission funding of the avocado scion and rootstock breeding programs, respectively, which have significant value given their uniqueness,” said Kathryn Uhrich, dean of UC Riverside’s College of Natural and Agricultural Sciences. — By Holly Ober, UC Riverside

    For more information on this avocado program contact Joyce Patrona: joyce.patrona@ucr.edu

  • California Walnuts Bright Spots During COVID-19

    California Walnut Board — Although it has been a challenging time in many ways since COVID-19 began, we want to draw your attention to some “bright spots” for California Walnuts. Over the last few months, we’ve seen significant growth in trends in baking, snacking, simple meals, and interest in plant-based eating. Walnuts are increasingly being recognized by consumers as one of the most versatile “pantry” staples, having stocked up on them during the initial weeks of COVID-19 especially. Nationwide stay-at-home orders have allowed more time for experimentation in the kitchen. Consumers are indulging, but also being mindful of nutrition and their consumption of nutritious, immune-boosting foods, and walnuts are well positioned to provide both.

    We have been monitoring the evolving landscape from a marketing perspective, and continue to pivot to ensure we are leaning into appropriate trends. Consumers have been searching for keywords such as “food”, “recipes”, and “simple cookie recipes” at higher-than-normal rates. With digital partner Allrecipes, recipes using walnuts as an ingredient grew to an all-time record in April, up by 169% compared to April 2019, even beating historic numbers typically seen around the Thanksgiving holiday season.

    Consumers also engaged at historic levels with promoted Baking, Meal Prep, and Kid Friendly recipes, our “How To” content series, and blog content, resulting in increases in website traffic, with users up by 40%, sessions up by 34% and pageviews up by 18% since this time last year. This performance confirms the shift in consumer online behavior due to COVID-19, and validates that our content is resonating in a very meaningful way.

    Leaning into On-trend Baking Inspiration

    With consumers spending more time at home, baking has made a resurgence as a way to pass time, and as a source of comfort. In turn, we highlighted some of the trending baked goods by featuring our own recipes, including homemade sourdough bread and banana bread.

    On walnuts.org, we curated a special recipe collection inspired by this nostalgia to include our top banana bread and baking inspired recipes, called “Bananas, Bread, and More” and promoted it on our home page and native advertising channels.

    Resharing Famous Recipes for Consumers to Make at Home

    Companies such as The DoubleTree Hilton have been sharing their beloved recipes for fans to make at home. We shared their famous DoubleTree Cookie recipe which includes walnuts, on California Walnut social media channels

    Blog Content Repurposed for Native Channels and Instagram Stories

    At the end of March, we went into the archives of our past blogs to reshare articles that we felt would make the lives of our audience easier right now. This included articles such as Meal Prep Ideas and How To Start Your Own Herb Garden. These articles were promoted on digital and social channels. Most notably, we utilized our newly-earned swipe up feature on Instagram to drive directly to our website.

    Major Media Hits featuring California Walnuts

    In the past few months, walnuts have been mentioned in a number of stories and recipes by major media outlets. This included Wendy Bazilian’s virtual appearance on Live with Kelly & Ryan where she discussed how to properly store walnuts. Walnuts were also mentioned in People Magazine’s article featuring Cat Cora’s favorite parfait recipe. This particular recipe was shared with the intent of providing a treat option for consumers to make without having to visit a grocery store.

    All of this buzz on social media resulted in an increase in impressions by 55.5%, audience growth by 3%, and engagements by 2.7% since March 15. From a public relations perspective, the stay-at-home mandates also provided an opportunity for the team to connect with many of our regular media contacts on a more personal level, by checking in and sending walnut samples to them at their homes.

    Food Professionals

    The Foodservice community is keeping the innovation pipeline alive during this time, from new menu ideas to improved take-out and delivery platforms, along with product development in the plant-based, nutrient dense space. Walnuts have a prime opportunity, as consumer interest in plant-based eating increases, and we see new issues with the meat supply chain. California Walnuts was recently featured in FSR Magazine with a strong plant-based center-of-the-plate message.

    In the Food Manufacturing space, the evolution toward healthful indulgence has rapidly advanced since the onset of COVID-19 as more consumers seek products that are indulgent, but made with whole ingredients. To take advantage of the banana bread trend, we recently published an article called Classic Pairing of Bananas, Walnuts Thrives Through Evolution in which we highlighted the trend and all of the interesting products being made with walnuts and bananas.

    Although new product launches have slowed for now, we anticipate a wave of innovation to occur later this year, with walnuts playing a key role in many of these products. We especially see potential in the growing number of consumers who are turning to plant-based foods due to nutritional preferences and shortages in the meat supply. Ready and primed to capture food manufacturers who are interested in including walnuts in their future products, this month we published a white paper 5 Reasons Food & Beverage Manufacturers Should Use California Walnuts.

    To put it simply, California walnuts are innovating and evolving to a new norm, while setting the tone for a more impactful food future with sustainability, menu efficiencies, and food safety measures in mind.

  • Houston Wilson Named Presidential Director for the Clif Bar Endowed Organic Agriculture Institute

    Houston Wilson has been named the Presidential Director for the University of California’s Organic Agriculture Institute, which was established in January 2020 with a $500,000 endowment by Clif Bar and a matching $500,000 endowment from UC President Janet Napolitano.

    Wilson, a UC Riverside agricultural entomologist based at the Kearney Agricultural Research and Extension Center, joined UC ANR as assistant Cooperative Extension specialist in 2017. He will launch the institute and chart a path for future growth while also focusing on immediate priorities such as a survey of organic production in California, multiple outreach and training opportunities for growers, publication of organic production guidelines, and developing research programs. Wilson’s long-term goal is to continue to grow the endowment and position the organization to successfully support the state’s growing organic farming economy.

    “Organic growers in California face an array of interconnected agronomic, economic and regulatory challenges,” said Wilson. “Tackling these issues simultaneously requires a multidisciplinary approach to develop solutions that work in all scales of production. The economic opportunities are there, and we want to help position California growers to reap these benefits, and in doing so increase the supply of affordable organic food for consumers.”

    Since 2007, Wilson has conducted research and extension in orchard and vineyard systems with a focus on integrated pest management strategies, many of which are readily applicable to organic agriculture. Key studies have included evaluating the use of mating disruption to control navel orangeworm in fig production, cover crops to increase biological control of vineyard leafhoppers, pheromone lures to improve monitoring of leaffooted bug in almonds, and more.

    “We are excited about Houston’s vision for establishing and growing California’s first organic institute,” said Glenda Humiston, UC vice president for agriculture and natural resources (UC ANR). “Continued research advancements will be critical to the future of organic farming in our state as well as the health of our environment.”

    “Clif Bar is thrilled to see Houston’s appointment. We’ve heard from orchardists in our supply chain who have worked with him in the past and are excited that he’ll have more resources to help serve the needs of organic producers,” said Matthew Dillon, senior director of agriculture for Clif Bar. “We look forward to working with Houston, UC ANR, and the organic agriculture community to continue to improve the sustainability and economic resiliency of California farmers.”

    Wilson earned his doctoral degree in environmental science, policy and management and also holds a bachelor’s degree in international area studies, both from UC Berkeley.

    About UC ANR

    UC Agriculture and Natural Resources brings the power of UC to all 58 California counties. Through research and Cooperative Extension in agriculture, natural resources, nutrition, economic and youth development, our mission is to improve the lives of all Californians. Learn more at ucanr.edu.

    About Clif Bar & Company

    Clif Bar & Company is a leading maker of nutritious and organic foods and drinks, including CLIF® Bar energy bar, LUNA®, The Whole Nutrition Bar for Women®; and CLIF Kid®, Nourishing Kids in Motion®. Focused on sports nutrition and snacks for adventure, the family and employee-owned company is committed to sustaining its people, brands, business, community and planet. For more information on Clif Bar & Company, please visit www.clifbar.com, check out our Facebook page at www.facebook.com/clifbar and follow us on Twitter at: www.twitter.com/clifbar.

    — By Pamela Kan-Rice, UC Cooperative Extension

  • CA Nut Industry Funds Four New UC Cooperative Extension Research Positions

    Four staff research associates will join the ranks of UC Cooperative Extension scientists in the coming months to support nut crop advisors conducting critical research in walnut, almond and pistachio production.

    The California Walnut Board, the Almond Board of California and the California Pistachio Research Board together have provided about $425,000 to cover annual salaries, benefits, travel and equipment for the new UC Cooperative Extension staff. Under the terms of the agreement, the new positions will be funded annually for up to three years, pending available funds and success of the program.

    “By supporting these new positions in UC Cooperative Extension, the California Walnut Board, the Almond Board of California and the California Pistachio Research Board show their recognition for the value of applied research conducted by our nut crop advisors,” said UC Agriculture and Natural Resources vice president Glenda Humiston. “We are grateful to these industry organizations for this vote of confidence and the generous funding to generate science-based knowledge to apply on California farms.”

    The new research associates will each devote time supporting two advisors with tree nut assignments:

    • Allan Fulton and Luke Milliron, serving Butte, Glenn and Tehama counties
    • Katherine Jarvis-Shean and Franz Niederholzer, serving Colusa, Sacramento, Solano, Sutter, Yolo counties
    • Mae Culumber and Phoebe Gordon, serving Fresno, Madera and Merced counties
    • Elizabeth Fichtner and an advisor under recruitment, serving Tulare and Kings counties

    The arrangement reflects a change in how UC Cooperative Extension supports the agriculture industries in California with applied research. With less funding from its traditional revenue sources – USDA, the state government and counties – advisors cover more territory than in the past. Over the years, they have also taken on an increasing share of UC’s applied research mission serving the state’s specialty crops industries.

    The new staff research associate positions were crafted to attract highly qualified candidates who will support advisors’ applied research efforts. Their primary focus will be on assisting advisors with planning, execution and gathering data on experimental and demonstration field trials.

    UCCE advisor emeritus Joe Grant, who now serves as production research director of the California Walnut Board, chaired an industry working group that drafted the plan based on advisors’ input about their needs.

    “Advisors are competent and creative people with the skills and knowledge to do research. They need the same support that researchers on campus have,” Grant said.

    The California Pistachio Research Board previously provided funding for a plant pathology researcher and an integrated pest management advisor at the UC Kearney Agricultural Research and Extension Center in Parlier. In addition, the board supported creation of $1 million endowments for a nut genetics researcher and a tree nut soil science and plant-water relations researcher as part of an initiative co-funded by UC President Janet Napolitano.

    “We’ve been concerned for a long time about UC Cooperative Extension’s research capacity and infrastructure issues,” said Bob Klein, manager of the California Pistachio Research Board. “This new initiative will increase efficiency and productivity for farm advisors and also reduce their stress from being overcommitted.”

    Josette Lewis, the Almond Board chief scientific officer, said the organization depends on UCCE farm advisors for unbiased, quality information about almond production.

    “Advisors are a valuable link between UC campuses and growers, not only in doing applied research that helps growers thrive, but in meeting California’s goals of environmental and social sustainability,” Lewis said. “The information they generate is shared with a host of ag industry professionals – pest control advisers, crop consultants and people in the private sector who provide services to growers.”

    Commodity industry funding for UC Cooperative Extension reflects the value the nut crop industries leverage from one of the strongest agricultural research and extension systems in the world, Lewis said.

    The new program is modeled after a pilot project in Colusa County in which the Almond Board provided funding for Niederholzer to hire an intern to support almond research. A young scientist who held the post from 2015-16 was Milliron. In 2017, UC Cooperative Extension named Milliron a sustainable orchard systems advisor for Butte, Glenn and Tehama counties and he will now supervise one of the new staff research associates.

    “We had a chance to keep him in the system and capitalize on what he learned during his internship,” Lewis said.

    There are other tree nut and fruit advisors in need of research help, Grant said. For example, there are concentrations of tree fruit and nut acreage and growers in Kern, San Joaquin and Stanislaus counties.

    “We positioned these four research associates where we heard the need for help was most critical. We can see adding another position or two in the future if funds are available,” Grant said. — By Jeannette E. Warnert, UC Cooperative Extension

    Pistachios growing at the UC Kearney Agricultural Research and Extension Center.

  • Consumer & Trade Research Shows Increased Demand for Sustainably Produced Wine

    The California Sustainable Winegrowing Alliance (CSWA) along with co-hosts from California, New York, Oregon and Washington hosted a webinar June 5, 2020, sharing the latest consumer and trade perceptions on sustainable wine. Over 500 webinar registrants from 19 U.S. states and representing all aspects of the wine industry attended, confirming strong interest in this topic.

    Two wine industry research experts, Lulie Halstead, CEO of Wine Intelligence based in London, and Christian Miller, proprietor of Full Glass Research in Berkeley, presented new data and insights from recent consumer and trade research on perceptions of sustainable winegrowing, certification and practices. Their research indicates increasing market demand for sustainably produced wine. As the value of sustainability in the marketplace flourishes, growers and vintners across the U.S. are increasingly embracing sustainable winegrowing practices. 

    Lulie Halstead presented updates of a survey, first presented at the inaugural U.S. Sustainable Winegrowing Summit in June 2019, where focus groups explored national and international consumer perceptions, which was updated in January 2020. “Younger consumers of legal drinking age are significantly more engaged with sustainability and view it as increasingly important to protect future resources. Communicating sustainability values is vital in helping to raise awareness of the wine industry’s significant efforts,” Halstead offered.

    Wine Intelligence research on consumer perceptions of sustainable winegrowing (particularly by Millennials and Gen Z) included a high interest in purchasing sustainably produced wine in the future, a favorable perception of sustainable certification programs and certification logos and a willingness to pay more for wine that has been sustainably produced.Key insights on Consumer Perceptions:

    • While organic wine is more universally understood, sustainably produced wine has the highest future purchase consideration, with 71% of U.S. wine drinkers (surveyed in January 2020) indicating that they would consider buying sustainably produced wine in the future.

    • Millennials lead the way in purchasing from the range of sustainably and environmentally produced wine, and nine in 10 are “willing to pay” more for sustainable wine. Among all U.S. wine consumers, $3 was the average extra value that consumers indicated they were “willing to pay” for a sustainably produced wine.

    • Younger consumers (Millennials and Gen Z of legal drinking age) are significantly more engaged with sustainability, view it as increasingly important to protect the future, and have a strong affinity towards sustainable wine certifications..

    • Consumers seek easy ways to find and identify sustainable wine such as clear and simple visual cues or clearly identified sections in a store. Sustainability certifications for wine provide transparency and reassurance.

    • While winery websites and wine tasting events are more effective at communicating wine sustainability, wine labels and peer recommendation are more frequently used sources.


    Christian Miller explored perceptions of sustainability among the trade through focus groups and a survey of 425 respondents from the 4,700-member Wine Opinions Trade Panel. In newly released findings, Miller noted, “Our research found that large majorities at all levels of the trade felt familiar with key concepts of sustainable wine production, and do recommend sustainably produced, organic and biodynamic wines to their customers.” The research also indicated “strong support for clear and reliable certifications that can be communicated to the trade and consumers,” according to Miller.

    Wine Opinions Trade Panel Respondents

    The Importance of Sustainable Practices to the Trade in Choosing Wines—2019 vs. 2016

    Key insights on Trade Perceptions

    • Protecting natural resources and addressing climate change impacts were perceived as the two leading goals of sustainable production, with 86% and 79% respectively agreeing that they were necessary requirements of sustainability. In a similar 2016 survey, the responses were 77% and 62% respectively.

    •Sustainable practices are frequently (32%) or occasionally (50%) a factor when choosing a wine to market or sell to customers. Only 3% responded “Never.” In a similar 2016 survey, responses were frequently (21%) and occasionally (52%) and Never (4%).

    •Sustainable practices were a factor due to a combination of personally caring about sustainability (84%), increased consumer demand (71%) and as a useful selling attribute (68%). In the 2016 survey, 71% indicated that their personal support was a factor.

    •In terms of the market outlook, 73% feel that the demand for sustainably produced products has increased over the past five to 10 years; and 76% think it will increase in the next five to 10 years. In 2016, responses were 66%/73%, respectively.

    •“All things being equal” (in terms of the product), 71% would purchase a sustainably produced wine over one that is not.

    •The promotions or actions that were seen as most useful in supporting the category were “clear and highly visible labeling” on wine packages, back label information and tastings or seminars promoting sustainably produced wines to consumers.

    The hour-long program concluded with a question and answer session along with tips for communicating sustainability to trade and consumers, presented by CSWA Executive Director Allison Jordan. Jordan noted, “It is CSWA’s long-term mission to promote adoption of sustainable practices. We’re thrilled to see a growing interest in sustainable practices from trade and consumers, while seeking marketplace opportunities for wineries and winegrape growers that are implementing these practices.”

    Webinar co-hosts included Wine Institute, California Association of Winegrape Growers, Long Island Sustainable Winegrowing, Oregon Wine Board, New York Wine & Grape Foundation, Washington State Wine, Washington Winegrowers and LIVE. Watch the webinar HERE.

  • Spotted Lanternfly – A Threat to CA Winegrapes (June 11 Webinar)

    The spotted lanternfly (SLF) is an invasive insect from Asia that was first found in Pennsylvania in 2014. The spotted lanternfly can decimate entire grape vineyards and damage fruit orchards, hops, walnuts, hardwoods, and landscape trees. While the SLF has not yet reached California, officials at CDFA are already engaged and the Pierce’s Disease and Glassy-Winged Sharpshooter Board has designated the SLF as a threat to CA winegrapes. Join CAWG, Wine Institute, and Family Winemakers of CA for a webinar on Thursday, June 11th at 10:00am where CDFA will provide an overview of SLF efforts in California, detection and regulatory possibilities, and how growers can be on the lookout for this invasive pest.  
    Presenting will be Dr. Matt Kaiser, Senior Environmental Scientist, CDFA and Dr. Andrew R. Cline, Assistant Director of the Plant Health and Pest Prevention Services Division and Acting Statewide Coordinator for the Pierce’s Disease Control Program of CDFA This webinar is co-hosted by the California Association of Winegrape Growers, Wine Institute, and Family Winemakers of California. We welcome and encourage all members of the wine industry to join us. Register HERE.

  • California Table Grape Commission Promotes Karen Hearn

    Karen Hearn is the new Vice President of Domestic Marketing for the California Table Grape Commission. Hearn’s responsibilities include leading the domestic retail team, providing strategic direction, and partnering with retailers to motivate consumer purchase of California table grapes.

    “Karen has long been a valuable member of the table grape team,” said Kathleen Nave, president of the commission, “and now she has a larger leadership role to play.” Nave noted that having someone with Karen’s experience, savvy, and commitment lead the domestic marketing program is of tremendous benefit to growers – particularly during such a challenging time. “Karen knows grapes, knows the retail environment, knows how to help retailers and growers move a crop. She loves the work and it shows.”

    Prior to her promotion, Hearn was the senior marketing director for the commission. “I am grateful for all Karen has done during her tenure, for the leadership she has shown, and for the great work I know is yet to come,” Nave said.