[00:00:00] Beth Vukmanic: Training season is fast approaching. It's time to get your hospitality staff prepared to welcome a range of guests from experienced enthusiasts to first timers.

[00:00:10] Welcome to Marketing Tip Monday. With SIP Certified. We know that your 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 show your dedication to sustainable wine growing.

[00:00:29] Most people rarely consider the complex agricultural processes behind their favorite products. Use this opportunity to offer something truly unique insight into what makes your wine sustainable.

[00:00:42] Start by covering the basics of what sustainability is while you get to know your guest. Are they familiar with agriculture? Do they know that there is a relationship between the farm and the larger ecosystem?

[00:00:53] Sustainability means meeting the needs of today while ensuring that future generations successfully meet theirs. We do this by caring for the three Ps. People, planet, and prosperity

[00:01:06] people includes community involvement, charitable donations, continuing education and safety programs.

[00:01:12] Planet includes habitat conservation plans, integrated pest management, cover crops, and responsible irrigation

[00:01:20] prosperity includes sales and marketing plans, budgets, succession plans, and inventory and production records.

[00:01:27] If you're SIP certified, you could explain why your brand is a part of a third party program. Specifically, SIP certified is a certification for sustainable wine growers and winemakers. It uses independent third party auditors to verify the brand's practices and records to ensure that they're meeting strict standards.

[00:01:47] Now it's time to show how sustainability is specifically meaningful to your brand. This will help your guests understand what issues are important to you and what you're doing about them.

[00:01:57] Follow these three simple steps.

[00:01:59] One, download the sustainable story worksheet linked in the show notes.

[00:02:04] Two, talk with your vineyard manager, winemaker or general manager to get an example of each of the seven values, which include social responsibility. Water management, safe pest management, energy efficiency, habitat business, and always evolving.

[00:02:20] For example, attracting gopher hunting barn owls with barn owl boxes in the vineyard is a great example of safe pest management. And three, pick one value to focus on each month to share a fun story with your guests

[00:02:35] if you want to get inspired. We've been collecting sustainable stories from our SIP certified members for the last three years. You can find all of those linked in the show notes.

[00:02:45] And if you want to go deeper than the sustainable story worksheet, we have a great free online course that will help you learn what sustainability means in the wine industry and how to tell your own unique sustainable story.

[00:02:58] Until next time. This is sustainable wine growing with the Vineyard team.

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Sustainable Winegrowing