Defining and Implementing Sustainability and Going Green

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These days, it seems that everyone is talking about “sustainability” or “going green.” However, these terms are somewhat confusing and difficult to classify. Over the past few decades, the concept of sustainable viticulture has emerged and is spreading awareness to grape growers and winemakers across the United States and beyond. The idea of “sustainable agriculture” can be traced back to the organic farming practices of the 1950’s and the earth movement of the 1970’s. In terms of winegrowing and winery practices, the concept of sustainability took shape in the early 1990’s (Mitry 2009). The growers and winemakers surrounding the town of Lodi, California were the first to acknowledge such practices. In 1995, the Lodi-Woodbridge Winegrape Commission set out to establish and implement a program that would educate the industry about responsible viticulture practices. In 2002, they published the Lodi Winegrower’s Workbook: A self-assessment of integrated farming practices. Not only has the workbook influenced the state of California, but it has encouraged other states to launch similar programs. Although much has been done to transform the ecological and social impact of the Viticulture industry, many obstacles remain in educating the market and improving environmental practices in vineyards and wineries nationwide. One obstacle to overcome is characterizing what constitutes a sustainable vineyard or winery. There is no universally accepted definition and the paradigm continues to evolve (Ohmart 2008). In 2001, the California Association of Winegrape Growers (CAWG) and the Wine Institute formed a joint committee to come up with a program that could be implemented throughout the state. The committee crafted a three part definitio... ... middle of paper ... ... Works Cited Mitry, Darryl J., David E. Smith, and Gary Zucca. 2009. “Sustainable viticulture and winery practices in California: What is it, and do consumers care”. International Journal of Wine Research. 2:189-194 Cordano, Mark, R. Scott Marshall, and Murray Silverman. 2005. “The greening of the California wine industry: Implications for regulators and industry associations”. Journal of Wine Research. Vol. 16, No. 2:151-169 Ohmart, Cliff. 2008. “Innovative outreach increases adoption of sustainable winegrowing practices in Lodi region”. California Agriculture. Vol. 62, No. 4:142-147 Moulton, Krby and Alix Peterson Zwane. 2005. “Managing environmental risks through private sector cooperation: Theory, experience, and a case study of the California code of sustainable winegrowing practices”. International Food and Agribusiness Management. Vol. 8, No. 4:77-90

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