Selling sustainability is a growing trend in California. Drought conditions and warmer temperatures are fueling the push to be more sustainable however the term itself has taken on an all encompassing meaning. President of the Sonoma County Wine Grape Commission Karissa Kruse has set a goal for all of Sonoma County to be truly certified in five years.
Becoming certified is expensive and bottom line is if you can’t market the change in practices than growers might not be willing to jump on board. Kruse said they did some market research and found that consumers would be willing to support the idea.