{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62301a5c63c97500122f8a76/63edda9e2b832900118f6b08?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Becoming a Sustainability Brand w/ Joseph Brinkley, Bonterra Organic Estates","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/62301a5c63c97500122f8a76/show-cover.jpg?height=200","description":"<p>Now known as <a href=\"https://www.bonterra.com/wines/\" rel=\"noopener noreferrer\" target=\"_blank\">Bonterra Organic Estates</a>, Bonterra has long been associated with organics.&nbsp;But, they have pushed well beyond that with sustainability processes and certifications such as Climate Neutral, True Zero Waste, and now focusing on Regenerative Organics.&nbsp;Joseph Brinkley, Director of Regenerative Farming, describes the history and communication processes that have led Bonterra to become a leader in the sustainability space in consumers' minds.&nbsp;&nbsp;</p><p><br></p><p><strong>Detailed Show Notes:&nbsp;</strong></p><p>Joseph's background - started in biodynamic farms, became a vineyard manager, joined Bonterra in 2013, a role now as a spokesperson for education and advocacy of farming and sustainable practices</p><p>Bonterra Overview</p><ul><li>Founded in 1968 as Fetzer Vineyards in Mendocino County</li><li>Emphasis on farming practices &amp; sustainability</li><li>The late '80s - moved to organics</li><li>1991 - 1st vintage of Bonterra Organic</li></ul><p>Product lines:</p><ul><li>Fetzer - $5-6/btl</li><li>Bonterra - $10-12/btl; ~500k cases</li><li>Bonterra Estate (regenerative organic, \"Reg Org\") - ~$20-25/btl</li><li>Single Vineyard (biodynamic) - ~40-60/blt</li><li>Estate &amp; SVDs ~10k cases</li></ul><p>An early adopter of solar, recycling, and tracking &amp; reporting of GHG emissions</p><p>Changed company name to Bonterra Organic Estates from Fetzer Vineyards in 2022</p><ul><li>Affirmation of commitment to Reg Org farming</li><li>Bonterra is already synonymous w/ organic</li><li>SF Chronicle and Forbes published articles about it</li></ul><p>Certifications</p><ul><li>B Corp, Reg Org, Climate Neutral, True Zero Waste</li><li>Backs up claims w/ verified certification, provides accountability w/ consumers</li><li>B Corp - looks at the approach to business, all-encompassing, incl land, people, and community (~600 companies at Champions event)</li></ul><p>Farming certs:&nbsp;</p><ul><li>Organics now federally regulated</li><li>Biodynamics the \"gold standard\"</li><li>Reg Org - \"next level gold standard\" - intersects w/ environment and social pillars (e.g., living wages) (now up to ~500k acres)</li><li>Younger generations are more aware and interested in certifications</li><li>Knowledge of certifications differs dramatically by geographic markets</li></ul><p>Some certs are brand specific and intersect w/ brand price points:&nbsp;</p><ul><li>True Zero Waste - &lt;$15/btl tiers</li><li>Reg Org - believes ~$20-25/btl is the suitable range, but just launching</li><li>Biodynamics - $50-80/btl</li><li>Cost of certification in the thousands, some based on royalties ($/btl)</li></ul><p>Bonterra does not charge a premium for organic certification</p><p>When a winery does a non-organic spray, they get de-certified for at least three years</p><p>Certification benefits include increased consumer loyalty and brand value, witnessed by Bonterra growing from 200k -&gt; 500k in the last decade</p><p>Campaign: \"Delicious Taste of Saving the Planet\"</p><ul><li>Did a 360-degree activation - commercials, social media, PR</li><li>They poked fun at themselves and the industry</li><li>Media consumption now focuses on short snippets and getting people to like and share them</li><li>Video ads were the most effective; they got people to share them</li><li>Returned measured by brand growth and some media metrics (e.g., # of shares)</li></ul><p>New Campaign: \"Cultivate the Future\" - focused on Reg Org wines</p><ul><li>Goal to educate consumers on the purpose of Reg Org farming</li><li>Help model sustainable comms for others and bring other producers in to collaborate</li><li>Will focus on social media, events (wine dinners, press), and media coverage</li></ul><p><br></p>","author_name":"Robert Vernick, Peter Yeung"}