In class on Friday, Ivo mentioned Napa Green, a certification I've seen but never studied. Ivo mentioned it in a critical way (in comparison to biodynamic and organic) so I thought it might be worth looking up. According to the Napa Green website, the certification is a comprehensive, environmental program for vineyards and wineries in the Valley. In order to become certified, the winery or vineyard needs to meet or exceed 20+ best practices. Its aim is to increase ecological health and reduce energy/water use/waste/pollution.
The certification was started in the late 2000s and as of mid-2015, there are 34 wineries certified and ~61,000 acres certified or pending certification. Napa Valley Vintners Association wants to see these numbers rise over the coming years. They estimate that ~100 wineries and growers in the Association currently meet the requirements for the certification. They hope all eligible members will seek certification by 2020.
After doing some google searching, I discovered that the majority of articles related to Napa Green are sponsored by partners of the program (e.g. Napa Green, Napa Valley Vintners), certified wineries, and local Napa Valley newspapers. There appears to be very little buzz about it coming from other sources. Additionally, I have yet to see Napa Green on a wine bottle (it's probably on some bottle somewhere but not readily available), although it is allowed under certification rules. Based on those facts, why are Napa growers and producers seeking this certification? Is it a genuine desire to be good environmental stewards? Are most of the requirements covered under biodynamic or organic so there's little marginal cost? Are wineries/growers hoping this becomes another signaling mechanism in the marketplace that just hasn't fully developed yet? I'd love to have someone from Napa Green explain what the market value is for its certification seekers.
Sources:
http://napavalleyregister.com/news/local/vintners-group-wants-napa-green-expansion/article_e5c6df07-f432-5aab-b78e-9915839f9630.html
http://napagreen.org/about/
Emily, thanks for your post. I am also curious why wineries would seek this type of certification. For me, as a consumer, it doesn't really add anything to the product. I am more concerned about the variety, where the wine comes from, and it's taste. My view is that more wines in the region will start to adopt the certification (but only because other wineries are doing so). I think it only really signals to the market that they care about sustainable wine making in the Napa Valley (which in itself may become more important over time).
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