248: Advancing Sustainability from the Inside | Marketing Tip Monday

[00:00:00] As a member of a sustainably minded ag business, you have the potential to shape the way people view our food system.

[00:00:07] Welcome to marketing tip Monday with SIP Certified. We know that customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry. These twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing.

[00:00:27] There is a dramatic difference between how consumers and producers understand sustainability. While, both groups have positive perceptions of sustainable agriculture. The general public has a much more limited understanding of it and even ranked sustainability as one of their top four least understood terms.

[00:00:48] Fostering a shared understanding from farm to table is key to turning sustainability into the norm. With that comes a healthier future for people and the planet. Part of the problem is that farmers themselves often don't have the time. Or the platform to communicate directly with consumers. But an educated and informed hospitality and sales team that's you can bridge the gap. And an easy way to start is by educating your team on what it means to be a sustainably minded business.

[00:01:19] Tolosa winery in the Edna valley of San Luis Obispo, California created a unique way to both teach their team about sustainability and involve them in their efforts. This week's marketing tip tells their story.

[00:01:33] With Tolosa is three PS groups. Employees were given the opportunity to experience sustainability firsthand.

[00:01:40] Each person could join a group that focused on one of the three pillars of sustainability people, planet and prosperity.

[00:01:47] Each of the groups would take their area of focus and work together to find ways to improve the businesses practices.

[00:01:53] First off the people group.

[00:01:55] This group focused on encouraging staff. Engagement safety communication and more. They looked into wage scales to ensure the staff was receiving fair pay And analyzed and improved safety procedures.

[00:02:08] Second up is the planet group.

[00:02:10] This group taught Tolosa's staff, new methods for recycling and composting, both at work and at home. When the company wanted to expand its solar field, the planet group researched soil profiles and growing conditions. On the company's property to identify the area that was least hospitable to vines. So it could be used for the expansion.

[00:02:30] And thirdly, the prosperity group,

[00:02:32] thanks to this group Tolosa, reduce their water by hundreds of thousands of gallons. Member's designed a water nozzle that eliminated the wineries open hose, water use. In fact, the nozzle is so good. It is now mandatory. Josh baker CEO says on average, this one small change resulted in some 380,000 gallons of water savings annually.

[00:02:56] While, participation in the groups is always optional. Employees were enthusiastic to join Josh notes, that the level of staff involvement. Was a bit of a surprise. People chose to take the extra time to be a part of it.

[00:03:09] Listen up SIP certified members offer your club members the chance to experience your and other SIP certified brands in February, 2025. ReSIProcal February is an annual month long event that offers tasting rooms. The opportunity to increase their traffic and connect with like-minded wine enthusiasts who value sustainability. We're enrolling participants now just go to sipcertified.org/join-resip-2025. To get signed up. You can also find that link in the show notes.

[00:03:43] Until next time, this is sustainable. Winegrowing with the vineyard team.

 

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Resources:

• *** Tell Your Sustainable Story Online Course ***
• Apply for SIP Certified Wine
• Join ReSIProcal February 2025
• Marketing Tips eNewsletter
• Sustainable Story | Print
• Sustainable Story | Electronic
• What's your Sustainable Story?

Vineyard Team Programs:

• Juan Nevarez Memorial Scholarship - Donate
• SIP Certified – Show your care for the people and planet 
• Sustainable Ag Expo – The premiere winegrowing event of the year
• Sustainable Winegrowing On-Demand (Western SARE) – Learn at your own pace
• Vineyard Team – Become a Member