Growers’ Alternatives
and Planning Facing economic disaster, more winegrape growers should follow
one of two market-driven alternatives:
The Wine Market
- Producer emphasis on growing wine,
not grapes
- Producer understanding of wine markets, domestic and international
- Developing wine growing partnerships with vintners
- Selection and production of wines and grapes best suited to
the San
- Joaquin valley
- Adoption of vineyard practices to produce acceptable quality
at low cost
- Increased efficiency in winegrape farming
- Elimination of over-cropping
Sugar for Concentrate
- California concentrate producers can adapt to command
premium value on domestic and international markets
-
Producer optimum business strategy requires maximum production
at the lowest possible cost
- Re-examination of marketing strategies
Growers’ Planning
The objectives of the Central California Winegrowers include
- A system
of local research and demonstration vineyards should be
developed for testing
and illustration of the impact
of varietal selection and cultural practices for production
of quality grapes in a warm climate. In cooperation with
growers in existing plantings, these test sites can double
as research
plots and outreach classrooms for grower education.
- We plan
to develop a market research study on the grape concentrate
business. The study
can focus on (1) how
to expand demand for California concentrate and (2) how grape
concentrate growers can adjust their vineyard and marketing
practices to improve returns.
- We plan
to develop a locally-oriented outreach program to assure
information and strategic alternatives
reach grape
growers and vintners wanting to make change. The outreach program
can focus on:
- Vineyard economics and market trends impacting
Central California grape growers
- Helping growers transition into the emerging global marketplace
- The increasing importance of winegrape quality
- Grape grower wine tastings to bridge the grape quality, wine
quality knowledge gap
- Building a collaborative structure among the University of
California, Fresno State University, and the Cooperative
Extension to more
effectively serve Central Valley growers
- Varietal selection and cultural practices necessary to produce
quality winegrapes in a warm climate
- Business, varietal, cultural and other marketing strategies
for winegrapes and grapes for concentrate
- Trends in natural and organic food marketing and opportunities
to serve these growing markets
Can We Be Successful Again?
Can a warm climate region like Central California be successful
in the face of increased worldwide competition? You bet!
Other world production regions with warm, arid climates have
developed economically efficient methods to enhance quality.
With the right varieties, and tailored cultural practices,
these grapes are made into quality wines that compete well
in the world markets.
Some of our San Joaquin Valley winegrape growers who emphasize
quality have produced wines which have won awards in major
competitions and have achieved worldwide acceptance.
|
