395: Why Mouton Cadet, Bordeaux, decide that sustainability needed to include people, not just the environment?

Why did the Bordeaux wine Mouton Cadet decide that sustainability needed to include people, not just the environment? Why is the Fair for Life certification that's focused on people, community, and respect the environment a perfect fit for Mouton Cadet? What does it mean to create trust with more than 100 grape growers that lasts for generations? In this episode of the Unreserved Wine Talk podcast, I'm chatting with Véronique Hombroekx, the Managing Director for the Mouton Cadet Brand and Jérôme Aguirre, Director, Mouton Cadet Wines, about their Fair for Life program. You can find the wines we discussed at https://www.nataliemaclean.com/winepicks.   Highlights What made Veronique believe fair trade principles could work for a Bordeaux wine brand on the scale of Mouton Cadet? Why did a small Fair for Life label on another Bordeaux wine inspire a major change at Mouton Cadet? What was missing from Mouton Cadet's sustainability strategy before Fair for Life was introduced? Why did Mouton Cadet choose its flagship Rouge to carry the Fair for Life certification? What does it actually mean for more than 100 independent winegrowers to be part of the "Mouton Cadet family"? How do long-term contracts and above-market pricing help growers plan for the future? What happens during a typical vineyard visit between Mouton Cadet's technical team and its growers? How is technology helping growers make better decisions while reducing their reliance on pesticides? Why do the growers themselves decide how the Fair for Life development fund is invested? How are growers using shared data and cost-management tools to improve their businesses? Why has climate adaptation become one of the most urgent challenges facing Bordeaux winegrowers? How can supporting growers beyond the vineyard ultimately lead to better wine in the bottle?   About Mouton Cadet's Fair for Life Certification The Fair for Life fair-trade certification scheme officially recognises Mouton Cadet's commitment and makes them unique in Bordeaux. The aim of this certification is to pursue existing initiatives with their winegrowers in response to a range of challenges: economic (more resilient operating models), environmental (support for the agroecological transition) and social (training, transmission of skills). Each bottle of Mouton Cadet with the Fair for Life label bears witness to the combination of a shared passion and a long-term commitment.         To learn more, visit https://www.nataliemaclean.com/395.