By Robert Farmer
As is in fashion more commonly these days, the month of April is referred to as Earth Month. Holding as it does the 30-year-old celebration and awareness-event known as Earth Day, the entire month has now expanded to absorb the concept. But as most stewards of the environment–self proclaimed and otherwise–will tell you, we need far more than a month to keep us reminded of the significance. Indeed a Day is as insufficient the way a bottle of wine falls short of supplying a holiday party.
And speaking of wine, it’s also popular in the industry for wineries to
promote their “green” credientials–especially at this time of year.
However, the walk has proved much harder to walk than the talk is to
talk. So it happens that at this time of year, the wine industry looks
inward on itself to figure out just exactly how it as a whole can be
better environmental custodians.
At last year’s first-ever Green Wine Summit, held in Santa Rosa, the talk was as much about what wineries are doing now, and can do better in the future, as it was about the wine-buying public and how to influence it to make better decisions in the marketplace. The issue is large and complicated and ever evolving. It seems like one of the few things certain about it is that we’re a long way from being where we need to be.
In the wine industry there are trail blazers and there are those who have yet to embark on the path. I don’t think I’m alone in looking forward to the day when everybody travels the road every day of the year.
to read Part II of Thoughts on Earth Month.