"Sustainability" -- what does the term mean to winegrowers and to consumers who drink Sonoma wines? Like "love" and "democracy" it's a hard term to define, yet everyone has a sense of what it is. Basically, sustainability means "Farming in a way that improves and does not deplete the land."  It's a concept familiar to all Gap winegrowers -- we want to make our land better for future generations, as well as preserve the water and air we share with our neighbors.

At this year's Dollars and Sense Seminar, sponsored by the Sonoma Winegrape Commission, President Karissa Kruse announced a new goal: to have 100% of Sonoma vineyards Certified Sustainable in 5 years' time. Certification is a vigorous process that evaluates farming practices to ensure that growers meet high standards: using "soft" fungicides and pesticides having least impact on the environment, using natural fertilizers, protecting water and air quality, conserving water, respecting native plants and wildlife, as well as treating workers fairly and supporting our communities. Sound difficult? Actually, most Sonoma County grape growers are already doing it!

But wine is a business, so here is the key question: Does "sustainability" mean anything to buyers of our wine? At Dollars and Sense, a panel of experts including Emily Wines, director of wines for Kimpton Hotels/Restaurants, Katie Jackson from Jackson Family Wines, Steve Smith from Constellation Brands, and Allison Jordan from the Wine Institute made the case that consumers DO care. Increasingly, people want to know more about how their food is grown and how their wine is produced.