Fetzer Vineyards, located in Mendocino County, California, has taken risky yet successful steps towards revolutionizing American winemaking by ridding its vineyards of pesticides, herbicides and fungicides. This family-owned vineyard, started in 1968 by Barney Fetzer, his wife, Kathleen, and their 11 sons and daughters, began by experimenting with an organically grown fruit and vegetable garden in 1985. The results were impressive.
John Fetzer, chief executive; James, president; and Mary, marketing director, decided to try organic gardening in the vineyards as well. They reasoned that if the winery could raise grapes organically, it would lower costs, protect its workers from exposure to chemicals, prevent water and soil pollution, and answer the public’s growing desire for food and beverages that are free of chemicals.
Since it was a risky proposition, Fetzer decided to convert one parcel of the 1,000 plus acres of vineyard to organic farming at a time, as long as the benefits outweighed the risks. In 1988, the home-ranch vineyard, a 131-acre parcel and the first Fetzer vineyard, was completely freed of pesticides, herbicides and fungicides.
Skeptics in the industry waited for the vineyard to be tormented by bugs and mold, but that did not happen. The harvest of Cabarnet Sauvignon, Sauvignon Blanc and Zinfandel grapes was normal, and projections indicated that the costs associated with using organic methods would decrease in future years. Over the next two years, another 350 acres were converted to organic viniculture. By 1990, Fetzer had committed itself to growing all its grapes organically by converting 100 to 200 acres annually and farming the other vineyards with transitional organic and Integrated Pest Management (IPM) methods. It is now the largest major winery in the country that has pledged to grow all of its grapes organically.
“Growing organic grapes is a marketing gimmick, and it’s what we believe in,” said James Fetzer. “When we started the garden, our sales people thought we were nuts, but I think we have created something experiential that educates people about food, literally from the ground up. Even if we could make more money by going on with (chemical) spraying, we’d be stupid to do so. Because, as a farmer, you’re only as rich as your land is healthy.”
What’s in it for Fetzer?
Fetzer has received recognition as the leader in organic viniculture by sticking to their philosophical commitment to protect the earth and the health of the community, its children and the employees of Fetzer. Immediate benefits have been realized through lower workers compensation insurance costs and reduced risk of environmental lawsuits. In the long run, once capital equipment expenses are retired and adjustments to the process have been made during the transition period, Fetzer expects to enjoy considerable production savings.