Becoming a Sustainability Brand w/ Joseph Brinkley, Bonterra Organic Estates

Now known as Bonterra Organic Estates, Bonterra has long been associated with organics. But, they have pushed well beyond that with sustainability processes and certifications such as Climate Neutral, True Zero Waste, and now focusing on Regenerative Organics. Joseph Brinkley, Director of Regenerative Farming, describes the history and communication processes that have led Bonterra to become a leader in the sustainability space in consumers' minds.  Detailed Show Notes: Joseph's background - started in biodynamic farms, became a vineyard manager, joined Bonterra in 2013, a role now as a spokesperson for education and advocacy of farming and sustainable practicesBonterra OverviewFounded in 1968 as Fetzer Vineyards in Mendocino CountyEmphasis on farming practices & sustainabilityThe late '80s - moved to organics1991 - 1st vintage of Bonterra OrganicProduct lines:Fetzer - $5-6/btlBonterra - $10-12/btl; ~500k casesBonterra Estate (regenerative organic, "Reg Org") - ~$20-25/btlSingle Vineyard (biodynamic) - ~40-60/bltEstate & SVDs ~10k casesAn early adopter of solar, recycling, and tracking & reporting of GHG emissionsChanged company name to Bonterra Organic Estates from Fetzer Vineyards in 2022Affirmation of commitment to Reg Org farmingBonterra is already synonymous w/ organicSF Chronicle and Forbes published articles about itCertificationsB Corp, Reg Org, Climate Neutral, True Zero WasteBacks up claims w/ verified certification, provides accountability w/ consumersB Corp - looks at the approach to business, all-encompassing, incl land, people, and community (~600 companies at Champions event)Farming certs: Organics now federally regulatedBiodynamics the "gold standard"Reg Org - "next level gold standard" - intersects w/ environment and social pillars (e.g., living wages) (now up to ~500k acres)Younger generations are more aware and interested in certificationsKnowledge of certifications differs dramatically by geographic marketsSome certs are brand specific and intersect w/ brand price points: True Zero Waste - <$15/btl tiersReg Org - believes ~$20-25/btl is the suitable range, but just launchingBiodynamics - $50-80/btlCost of certification in the thousands, some based on royalties ($/btl)Bonterra does not charge a premium for organic certificationWhen a winery does a non-organic spray, they get de-certified for at least three yearsCertification benefits include increased consumer loyalty and brand value, witnessed by Bonterra growing from 200k -> 500k in the last decadeCampaign: "Delicious Taste of Saving the Planet"Did a 360-degree activation - commercials, social media, PRThey poked fun at themselves and the industryMedia consumption now focuses on short snippets and getting people to like and share themVideo ads were the most effective; they got people to share themReturned measured by brand growth and some media metrics (e.g., # of shares)New Campaign: "Cultivate the Future" - focused on Reg Org winesGoal to educate consumers on the purpose of Reg Org farmingHelp model sustainable comms for others and bring other producers in to collaborateWill focus on social media, events (wine dinners, press), and media coverage Hosted on Acast. See acast.com/privacy for more information.