On Palate Press: Sustainability, in New Zealand and elsewhere

My September piece for Palate Press asks, “Is New Zealand the world’s most sustainable wine producing country?” to which the answer is: quite possibly, but the metrics we have don’t exactly say. The more important point is that sustainability is an excellent tool for industry self-improvement and a pretty terrible tool for comparisons between countries. It’s also not good at guaranteeing consumers of any particular pro-environmental or pro-community practices, though it still has a place in consumer communication: IF consumers understand that “sustainable” means “we’re thinking about what we’re doing (and usually trying to make it better)” OR if we let the marketing folk equate “sustainable” with “good!” and leave the right to use that word as an incentive to participate in sustainability programs. Which, even if they don’t guarantee vineyards full of happy children and chickens frolicking under thoroughly non-toxic vines, still do a great deal of good.

Find the full article on Palate Press.

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