Episodios

  • 271: Integrating Biological Solutions

    271: Integrating Biological Solutions
    May 1 2025
    As biological technologies continue to advance, many growers are exploring how best to integrate them into their farming operations. Nevada Smith, Head of Marketing North America, and Robert Blundell, Research Plant Pathologist, both with Pro Farm Group, highlight the role of biological pesticides and biofertilizers in sustainable winegrowing. Biological pesticides, derived from microbial sources or natural products such as plants, fungi, bacteria, or nematodes, play a crucial role in pest management by inhibiting or delaying growth or directly causing pest mortality. Understanding which biological products to use and when to apply them within an integrated pest management system is essential for maximizing their effectiveness. Biofertilizers, which enhance plant health and resilience to abiotic stresses, are another key tool for sustainable viticulture. Nevada and Robert discuss the growing importance of these technologies in improving soil health and supporting long-term agricultural productivity. Resources: REGISTER: 5/9/25 Biochar Field Day 117: Grapevine Mildew Control with UV Light 123: What is Happening in Biologicals for Pest Management and Plant Health 266: Soft Pesticide Trial: Powdery Mildew, Downy Mildew, Botrytis, and Sour Rot Healthy Soils Playlist Integrated Pest Management (IPM) Principles ProFarm What are Biopesticides? Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member Get More Subscribe wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources. Learn more at www.vineyardteam.org. Transcript [00:00:00] Beth Vukmanic: As biological technologies continue to advance, many growers are exploring how to best integrate them into their farming operations. [00:00:13] Welcome to Sustainable Wine, growing with Vineyard Team, where we bring you the latest in science and research for the wine industry. I'm Beth Vukmanic, executive director. [00:00:23] In today's podcast, Craig McMillan, critical resource Manager at Niner Wine Estates. With Longtime SIP certified Vineyard in the first ever SIP certified winery speaks with Nevada Smith Head of Marketing North America and Robert Blundell research plant pathologist, both with Pro Farm Group. Together, they highlight the role of biological pesticides and bio fertilizers in sustainable wine. Growing [00:00:49] biological pesticides are derived from microbial sources or natural products such as plants, fungi, bacteria, or nematodes. They play a crucial role in pest management by inhibiting or delaying growth or directly causing pest mortality [00:01:04] Understanding which biological products to use and when to apply them within an integrated pest management system is essential for maximizing their effectiveness. [00:01:13] Bio fertilizers, which enhance plant health and resilience to abiotic stresses are another key tool for sustainable viticulture, Nevada and Robert discussed the growing importance of these technologies and improving soil health and supporting long-term agricultural productivity. [00:01:30] If you're gonna be in Paso Robles, California on May 9th, 2025. Join us at Niner Wine Estates for a Biochar Field day. This interactive morning features live demonstrations and expert discussions on the benefits of biochar for soil health and sustainable farming. Learn how to integrate biochar into your farming operations through practical insights and hands-on experiences. Go to vineyard team.org/events or look for the link in the show notes to get registered. [00:02:00] Now let's listen in. [00:02:05] Craig Macmillan: My guest today are Nevada Smith. He is Head of Marketing North America and Robert Blundell, who's a research plant pathologist, both with Pro Farm Group. Thank you for being on the podcast [00:02:15] Rob Blundell: Thank you, Craig. [00:02:16] Nevada Smith: Thank you. [00:02:18] Craig Macmillan: Today we're gonna be talking about bio pesticides and we might as well start with the the basics. What is a biological pesticide? Robert, why don't you start? [00:02:26] Rob Blundell: Yeah, that's a good question, Craig. And and you know, honestly, it's. So when I first was kind of thinking about this, it's not as simple explanation as you might think. It's a constantly kind of evolving term and depending on who you are asking, you can get a, a very different answer. And it's, it's really kind of this large umbrella term. [00:02:42] . It's kind of a microbially based product or natural product typically derived from a plant, fungi, bacteria, nematode, you know. That pretty much has the ability to inhibit or ...
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    39 m
  • 270: Regenerative Farming Practices: Water, Soil, and Habitat | Marketing Tip Monday

    270: Regenerative Farming Practices: Water, Soil, and Habitat | Marketing Tip Monday
    Apr 28 2025
    [00:00:00] Beth Vukmanic: Sustainable farming practices are essential to protect the environment, improve a long-term agricultural productivity and support healthy communities. [00:00:08] Welcome to Marketing Tip Monday with SIP Certified. We know that customers are looking for wines labeled as sustainable. While our longer form episodes help you learn about the latest science and research for the wine industry, these twice monthly micro podcasts will help you share your dedication to sustainable wine growing. [00:00:27] And this week's marketing tip, we're going to take a close look at three areas where regenerative farming practices make a big impact, including water management, soil health, and habitat preservation, [00:00:39] let's kick it off with water management. Water is one of agriculture's most critical resources. Sustainable farmers work carefully to both use water efficiently and protect quality. Anyone who has struggled to keep a plant alive knows that plants don't like too little or too much water and wine. Grapes are no different. [00:00:57] Regenerative farming practices incorporate moisture sensing technologies to help farmers determine irrigation needs when placed in the soil. These devices estimate how much water is available to the plant, and farmers can use this information to avoid both over and under watering their crops. [00:01:13] When it comes to rain, there's a greater impact than just irrigating the grapevines. Heavy rains can pull sediment, nutrients, and other farm inputs into neighboring water bodies. This causes imbalances in the water body ecosystem and could threaten the life within it. [00:01:28] Plant matter can remedy these issues. Roots of living plants spread underground act as a filter that holds sediment in place. Preventing it from exiting the property. Vegetation above ground slows water down as it travels and eases the impact of rain as it hits the ground. Furthering the anti erosion benefits. [00:01:46] The next time you drive past a vineyard, take a look at the plants growing in between the vine rows. Those cover crops are help protecting waterways. [00:01:55] Now let's talk about soil health. Healthy soil is the foundation for a thriving farm and a resilient ecosystem. Sustainable practices aim to keep soils rich in nutrients full of life and resistant to erosion for years to come, [00:02:08] rather than relying on guesswork. Farmers committed to sustainability conduct regular soil tests. This helps them make nutrient management plans that supply the plants with the food that they need without over applying fertilizer [00:02:22] and back to those cover crops. Healthy soils have a lot of life in them. Microbes, fungi and bacteria are key players in decomposition, helping to convert and transport nutrients that are vital to a healthy plant. [00:02:35] While cover crops are a fantastic way to enhance soil biodiversity, their benefits extend even further. They can provide refuge for beneficial insects, prevent erosion and improve water infiltration. [00:02:48] Let's talk about habitat preservation. The influence of farming extends beyond the fence line. Regenerative farmers recognize that their land is part of a larger ecosystem. Protecting natural habitats and promoting biodiversity are key components of responsible land management. Many farmers set aside areas of their property to remain wild or minimally disturbed. [00:03:09] These spaces serve as important refuges for wildlife and help preserve native plant and animal species beyond simply leaving areas undeveloped. Sustainable farmers often actively work to create and maintain habitats that encourage a diversity of species, including pollinators and beneficial insects. [00:03:28] They may also take special measures. To protect endangered species where applicable. [00:03:33] All of these regenerative practices are incorporated into the SIP Certified program. If you want to learn more about being a sustainable wine grower. [00:03:40] Check out SIP certified.org and sign up to complete the program as a self-assessment for free. Until next time, this is Sustainable Wine Growing with the Vineyard team. Resources: *** Tell Your Sustainable Story Online Course ***Apply for SIP Certified WineMarketing Tips eNewsletterSustainable Story | PrintSustainable Story | Electronic Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member
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    4 m
  • 269: From Surplus to Strategy: Managing the Grape Market’s Challenges

    269: From Surplus to Strategy: Managing the Grape Market’s Challenges
    Apr 17 2025
    Amid news of oversupply and decreased demand, the wine industry has an opportunity to adapt to the changing market. Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker at Turrentine Brokerage, discuss key grape and wine industry trends, from oversupply and vineyard removals to the growing necessity of sustainable certification. They explore regional dynamics, bulk wine market shifts, and future trends, emphasizing innovation, industry collaboration, and better marketing to stay competitive. Resources: REGISTER: 4/5/25 Fungicide Spraying: Evolving Strategies & Grower Insights Tailgate 258: 5 Ways Certification Makes Brands the SIP | Marketing Tip Monday 259: Winegrape Market Trends of 2024 265: How to Stand Out on Social Media in 2025 268: How to Tackle Leadership Transitions SuccessfullyTurrentine BrokerageTurrentine Brokerage - Newsletter Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member Get More Subscribe wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources. Learn more at www.vineyardteam.org. Transcript [00:00:00] Beth Vukmanic: Amid news of oversupply and decreased demand, the wine industry has an opportunity to adapt to the changing market. [00:00:11] Welcome to Sustainable Wine, growing with the Vineyard team, where we bring you the latest in science and research for the wine industry. I'm Beth Vukmanic executive director. [00:00:22] In today's podcast, Craig McMillan, critical resource Manager at Niner Wine Estates. With Longtime SIP Certified Vineyard, and the first ever SIP certified winery speaks with Audra Cooper, director of Grape Brokerage and Eddie Urman, central Coast Grape Broker At Turrentine Brokerage, [00:00:41] they discuss key grape and wine industry trends from oversupply to vineyard removals to the growing necessity of sustainable certification. They explore regional dynamics, bulk wine market shifts and future trends. Emphasizing innovation, industry collaboration, and better marketing to stay competitive. [00:01:01] If you love infield education and are on California Central Coast on April 25th, 2025, please join us at the fungicide spring tailgate hosted at Cal Poly. In San Luis Obispo, California, Dr. Shunping Ding will share updated results from a 2024 study on fungicide programs using bio fungicides and their impact on grape yield and berry chemistry. Then we'll visit the Cal Poly Vineyard to explore new powdered mildew management technologies and discuss fungicide spraying programs. With farmers from throughout the central coast to register, go to vineyard team.org/events or look for the link in the show notes. [00:01:44] Craig Macmillan: Our guests today are Audra Cooper. She's Director of Grape Brokerage with Turrentine Brokerage. And also, Eddie Urman, who's Central Coast Grape Broker with Turrentine Brokerage as well. And thanks for coming back. This is part two of a, of a, of an episode here. So, I really appreciate you folks making time to come back. [00:02:00] Audra Cooper: Thank you for having us back. We're excited to join you once again. [00:02:04] Eddie Urman: Yeah, thanks for having us. [00:02:05] Craig Macmillan: So Audra, let's start with you. In our last conversation . [00:02:17] And that was kind of where we left it that then started a conversation amongst the three of us afterward. We were like, okay, there's a lot more to talk about here. So let's do it. [00:02:24] Can you give some examples of what you mean by getting ahead of changes? [00:02:30] Audra Cooper: I think it's a sound business strategy to always try and stay ahead of the curve regardless of what component of business or what industry you're in, right? It's just a, a good strategy to have and a good philosophy to have. It's really important in this industry to continue to stay relevant and in order to stay relevant, you have to stay within the trend or ahead of the trend. [00:02:51] Being behind the eight ball is, never a good thing . You need to be ahead of the curve. A good example of that is sustainable certification. And we still have these discussions on the daily and Eddie, you can talk to this too about how often we have to talk about if you're not sustainably certified, you are cutting your buyer pool, probably roughly in half, as I mentioned in the previous podcast, and you're limiting yourself. [00:03:18] And the majority of the practices, most growers are probably already doing, and they're just not going through the certification process and getting that done. And if you look back a little over a decade ago, it was ...
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    40 m
  • 267: Your Green Wine Glossary | Marketing Tip Monday

    267: Your Green Wine Glossary | Marketing Tip Monday
    Mar 24 2025
    [00:00:00] Beth Vukmanic: A label can provide a lot of information about a wine. The next time you walk down the wine aisle, look for common terms and symbols like vintage, place of origin, percent alcohol, and even the SIP certified logo. [00:00:12] Welcome to Marketing Tip Monday with SIP Certified. We know that customers are looking for wines labeled as sustainable. While our longer form episodes help you learn about the latest science and research for the wine industry. These twice monthly micro podcasts will help you share your dedication to sustainable wine growing. [00:00:29] Many labeling requirements in the United States are defined by the Code of Federal Regulations. In this week's marketing tip, we are giving you a green wine glossary. Five common wine designations, defined, so you'll wonder no longer. [00:00:45] Number one is vegan. Not every wine fits the vegan lifestyle. During the winemaking process, small particles can cause haziness or unwanted flavor properties. Winemakers can add a fining agent that will bind to these tiny particles and make them large enough to be filtered out. Many fining agents are animal based. Egg whites, casein, and gelatin. Wine that was fined with any of these materials cannot be considered vegan. Vegan wines include those that were either fined with a non animal based agent. Like bentonite clay, or not find at all. [00:01:19] Number two is natural. There is no official or regulated definition of natural wine. That being said, most understand it as a wine that was made through a minimal intervention, no additive approach. Natural wines are fermented with native yeasts versus adding yeast. They cannot be filtered or fined, nor can winemaking additives be used, except for a small amount of sulfur pre bottling. If you are told that the wine you're drinking is natural, remember to ask what it means. [00:01:48] Number three is organic. Wine must meet several requirements in order to be labeled as an organic wine. The vineyard must be certified organic, the winemaking process must be certified organic, and the final product must contain at least 95 percent organic ingredients, no additives, and no preservatives. Please note that wine made with organic grapes are not the same as organic wines. While this definition means that a hundred percent of the grapes used were certified organic, Other ingredients in the wine do not have to be organic, but do note that they cannot be genetically engineered. Another thing to keep in mind is that organic designation varies between countries. [00:02:25] Number four is biodynamic. The biodynamic farming principle is guided by nature's rhythms and the understanding that the vineyard is a self contained ecosystem where all elements live and work together. Like organic, synthetic inputs are prohibited in biodynamic farming. But unlike any other program, the timing of biodynamic practices aligns with the lunar and celestial cycles. This is because of the belief that moon phases in planetary positions affect the flow of sap and energy in the vines, and that there is value in keeping practices in sync with these forces. Demeter International is the most recognized certification body for biodynamic wines. For a wine to bear the seal, the grapes must be grown in adherence to the biodynamic principles, and the wine must be made through certified biodynamic processes. [00:03:12] And number five is sustainable in agriculture. Sustainability means adhering to practices that protect social and environmental health while enhancing economic vitality. sustainably grown grapes are farmed similarly to organic and biodynamic grapes. All programs seek to protect human and environmental health through reducing inputs and conserving. And regenerating natural resources where sustainability differs is that it looks beyond the farm and into the business itself, including worker safety, community relationships, continuing education and accounting and budgeting, just to name a few of the areas that certification bodies like SIP certified address in the standards. Certification also extends from the vineyard and into the winery. [00:03:55] Did you know that your wine can include the SIP certified seal on the label if it's made with 85 percent SIP certified fruit, whether it is estate or purchased? Simply go to SIP certified. org to apply today. So your customers will know that your wine was made through practices that protect the people and the planet. [00:04:13] Until next time, this is Sustainable Wine Growing with the Vineyard Team. Resources: *** Tell Your Sustainable Story Online Course ***Apply for SIP Certified WineMarketing Tips eNewsletterSustainable Story | PrintSustainable Story | Electronic Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member
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    4 m
  • 266: Soft Pesticide Trial: Powdery Mildew, Downy Mildew, Botrytis, and Sour Rot

    266: Soft Pesticide Trial: Powdery Mildew, Downy Mildew, Botrytis, and Sour Rot
    Mar 20 2025
    Managing pests like powdery mildew, downy mildew, botrytis, and sour rot can be a complex challenge. Andy Fles, Vineyard Manager at Shady Lane Cellars in Michigan, shares insights from his USDA Sustainable Ag Research Education producer grant project. The project compares two pest management approaches: a ‘soft’ pesticide program and a conventional one. Andy conducted the experiment using his on farm sprayer, providing real-world results. Despite climate variability and fluctuating pest pressures, the soft pesticide program proved effective. The project underscores the potential of using softer chemistries to manage disease while maintaining fruit quality. Resources: REGISTER: April 25, 2025 | Fungicide Spraying: Evolving Strategies & Grower Insights 80: (Rebroadcast) The Goldilocks Principle & Powdery Mildew Management 117: Grapevine Mildew Control with UV Light 197: Managing the Sour Rot Disease Complex in Grapes 219: Intelligent Sprayers to Improve Fungicide Applications and Save Money235: Battling Fungicide Resistance with Glove SamplingRufus Issacson, Michigan State University Shady Lane Cellars Secures $11K National Farming GrantTimothy Miles, Michigan State University Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member Get More Subscribe wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources. Learn more at www.vineyardteam.org. Transcript [00:00:00] Beth Vukmanic: Managing pests like powdery mildew, downy mildew, botrytis and sour rot can be a complex challenge. [00:00:10] Welcome to sustainable Wine Growing with Vineyard Team, where we bring you the latest in science and research for the wine industry. I'm Beth Vukmanic executive director. [00:00:21] In today's podcast, Craig McMillan, critical resource Manager at Niner Wine Estates. With Longtime SIP Certified Vineyard and the first ever SIP certified winery speaks with Andy Fles, vineyard Manager at Shady Lane Cellars in Michigan. Andy shares insights from his USDA Sstainable Ag Research Education Producer grant project. The project compares to pest management approaches, a soft pesticide program and a conventional one. [00:00:50] Andy conducted the experiment using his on farms sprayer, providing real world results. Despite climate variability and fluctuating pest pressures, the soft pesticide program proved effective. The project underscores the potential of using softer chemistries to manage disease while maintaining fruit quality. [00:01:10] If you'd like to learn more about this topic, then we hope you can join us on April 25th, 2025 for the fungicide spraying evolving strategies in Grower Insights tailgate taking place in San Luis Obispo, California. Dr. Shunping Ding of Cal Poly will share updated results from a study on the efficacy of different fungicide programs containing bio fungicides. [00:01:34] Then we will head out into the vineyard to learn about new technologies for integrated pest management and talk with farmers from different growing regions about their program. Now let's listen in. [00:01:49] Craig Macmillan: Our guest today is Andy Fles. He is the vineyard manager at Shady Lane Cellars in Michigan. And today we're going to talk about a pretty cool little project. He's got going looking into two different pesticide programs. Thanks for being on the podcast, Andy. [00:02:03] Andrew Fles: Yeah, my pleasure, Craig. [00:02:05] Craig Macmillan: So you have a grant from the USDA sustainable agriculture research and education program. To look at what you call a soft pesticide program for your vineyard in Michigan and comparing it to what we would call a sustainable or sustainable conventional program. What do you define as a soft pesticide program? [00:02:25] Andrew Fles: Well, that's kinda just a, a term that we applied to identify it. I didn't want to use organic because I thought that there would be a good chance we would utilize things that are considered by the industry to be very soft in terms of you know, they're not a harsh chemical or a carcinogenic, a known carcinogenic compound. [00:02:49] But something, for example, like. Like horticultural grade peroxide, which goes by several different trade names. So that's just, it's hydrogen peroxide and it is a disinfectant that turns into water and oxygen. So it's pretty Soft in terms of what it does to beneficials and, and plants and, and such. [00:03:11] We utilize some of those products already in our spray program. But combined also with, we're probably 50 percent organic in terms of what we spray out. for fungicides, pesticides, insecticides...
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    42 m
  • 268: How to Tackle Leadership Transitions Successfully

    268: How to Tackle Leadership Transitions Successfully
    Mar 20 2025
    Succession planning is essential for businesses navigating leadership changes due to retirement, promotions, or new opportunities. Erin Hoffman, Partner and Senior Consultant at Collaboration Business Consulting shares key strategies for success. Long-term exit strategies (3, 5, and 10 years) help ensure a seamless transition. Key considerations include: How will the company evolve?Will the current management team remain?Who needs leadership development? Aligning stakeholders—whether family or business partners—is crucial. Addressing emotions like frustration or uncertainty and acknowledging these feelings can ease transitions. A solid game plan should outline financial considerations, role transitions, and leadership development. Regular management meetings and third-party reviews help maintain accountability. Ongoing leadership development and multiple succession pathways provide flexibility. Transparency in succession planning builds confidence and stability, ensuring business continuity through leadership changes. Resources: 221: Future Proof Your Wine Business with Omnichannel Communication Collaboration Business Consulting Collaboration Business Consulting Speaking Engagements Collaboration Business Consulting Resources Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet Sustainable Ag Expo – The premiere winegrowing event of the year Sustainable Winegrowing On-Demand (Western SARE) – Learn at your own pace Vineyard Team – Become a Member Get More Subscribe wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources. Learn more at www.vineyardteam.org. Transcript [00:00:00] Beth Vukmanic: Succession planning is essential for businesses navigating leadership changes due to retirement, promotions, or new opportunities. [00:00:13] Welcome to Sustainable Wine Growing with the Vineyard Team, where we bring you the latest in science and research for the wine industry. I'm Beth Vukmanic, Executive Director. [00:00:22] In today's podcast, Craig Macmillan, Critical Resource Manager at Niner Wine Estates, with longtime SIP certified vineyard and the first ever SIP certified winery, speaks with Erin Hoffman, Partner and Senior Consultant at Collaboration Business Consulting. [00:00:37] She explains that long term exit strategies from three, five, even 10 years helps ensure a seamless transition. [00:00:44] Key considerations include how will the company evolve? Will the current management team remain in place? And who needs leadership development? [00:00:53] Aligning stakeholders, whether it's family or business partners is crucial. Addressing emotions like frustration or uncertainty. And acknowledging these feelings can ease transitions. [00:01:03] A solid game plan should outline financial considerations, role transitions, and leadership development. Regular management meetings and third party reviews will help maintain accountability. Ongoing leadership development and multiple succession pathways provide flexibility. Because things are likely to change, transparency in succession planning builds confidence and stability ensuring that the business continues successfully throughout the leadership change. [00:01:29] If you want to be more connected with the viticulture industry but don't know where to start, become a Vineyard Team member. Get access to the latest science based practices, experts, growers, and wine industry tools through both infield and online education so that you can grow your business. Visit us at vineyardteam. org and choose grower or business to join the community. [00:01:48] Now let's listen in. [00:01:53] Craig Macmillan: Our guest today is Erin Hoffman. She's a senior business consultant and partner at Collaboration Business Consulting. [00:01:59] And today we're going to talk about succession planning. Thanks for being on the podcast, Erin. [00:02:03] Erin Hoffman: Yes. Thank you. [00:02:05] Craig Macmillan: This is part of the SIP certified certification and one that I think is often overlooked and a lot of people don't really understand, but I think it's important no matter who you are. To take this into account. [00:02:15] So let's just start from the very basics. what is succession planning in business? [00:02:19] Erin Hoffman: Great question. Succession planning is really making sure that somebody besides you is available and ready to take on the reins or responsibilities when you leave or when you get promoted. And I think one of the things that people often overlook is they want to take on more responsibilities, but they're not thinking about, okay, if I'm doing that, who am I shifting some of those responsibilities down to? [00:02:42] ...
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    31 m
  • 265: How to Stand Out on Social Media in 2025

    265: How to Stand Out on Social Media in 2025
    Mar 6 2025
    Social media like Instagram, TikTok, Facebook, and LinkedIn can feel like a lot to handle. Emma Tessler, Founder & CEO of Ninety Five Media, has some great advice to help you stand out online. She says it's important to have a clear brand message so your customers always know what to expect. Instead of trying to be everywhere, Emma suggests being consistent on just one or two platforms. To streamline your work, you can take one big piece of content, like a long video, and turn it into different things like short videos, blog posts, and podcasts. Then use platform's data to see what people enjoy the most. Resources: 138: 5 Tips for Your Wine Brand's Social Media | Marketing Tip Monday 140: Does social media impact wine sales? | Marketing Tip Monday 144: Are you using the right message on social media? | Marketing Tip Monday 198: 3 Ways to Talk About Sustainability on Social Media Becoming an Industry Expert on Social MediaEmma Tessler | LinkedInNinety Five MediaNinety Five Media | Instagram Stop Scrolling, Start Scaling Podcast Turn Your Expertise into More Sales by Becoming a Thought Leader on Social Media, with the Ninety Five Media Team (podcast) Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member Get More Subscribe wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources. Learn more at www.vineyardteam.org. Transcript [00:00:00] Beth Vukmanic: Social media like Instagram, TikTok, Facebook, and LinkedIn can feel like a lot to handle. Welcome to Sustainable Winegrowing with Vineyard Team, where we bring you the latest in science and research for the wine industry. I'm Bets Vukmanic executive director. In today's podcast, Craig McMillan, critical resource manager at Niner Wine Estates with Longtime SIP Certified Vineyard and the first ever SIP certified winery. Speaks with Emma Tessler, founder and CEO of 95 Media. Emma has some great advice to help you stand out online. She says it's important to have a clear brand message so your customers always know what to expect instead of trying to be everywhere. She suggests being consistent on just one or two platforms. To streamline your work, you can take one big piece of content, like a long video and turn it into different things like short videos, blog posts, and podcasts. Then use the platform's data to see what people enjoy the most. We know your customers are looking for sustainable wines. In a recent review of 30 studies, customers reported a higher preference for eco and social responsibility labels compared to nutrition labels. Achieving SIP certified gives you third party verification that your vineyard, winery, or wine has adopted and implemented stringent sustainable Standards apply for certification today by going to SIP certified.org and click on Get certified Now. Let's listen in. [00:01:39] Craig Macmillan: Our guest today is Emma Tesler. She is the founder of 95 media. And today we're going to talk about social media. Not surprisingly welcome to the podcast, Emma. [00:01:48] Emma Tesser: Thank you. I'm so excited to be here today. [00:01:50] Craig Macmillan: First of all, let's talk a little bit, get some kind of grounding. How would you describe your company? 95 media? [00:01:55] Emma Tesser: We're a digital marketing agency and we really specialize in creating high converting content. We work with a lot of brands who are posting all the time and just simply not seeing results from that content. So that is usually where we come in and we build out customized strategy. High converting content, build that connection with their community and ultimately finally have their marketing convert into sales for them. At a high level, 95 media is a marketing agency specializing in social media, email and podcast production. [00:02:27] Craig Macmillan: I'm kind of a dinosaur. So what exactly comes under the umbrella of social media? Because that seems to be a pretty big area. [00:02:37] Emma Tesser: It is, it definitely is a big umbrella. So when we talk about social media marketing, we're referring to any marketing content. Content that is marketing a brand on any of the social platforms we manage, profiles for brands on Instagram, Facebook, LinkedIn, Pinterest, TikTok a few other more specific ones to different industries. And really social media marketing encompasses your content, your engagement with your audience, the data that comes in from the content. There are a lot of different. avenues when it comes to your marketing and social media in general, but it is broad. And I think that sometimes that's the overwhelming ...
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    32 m
  • 264: (Rebroadcast) How to Talk SIP with 6 Wine Consumer Segments | Marketing Tip Monday

    264: (Rebroadcast) How to Talk SIP with 6 Wine Consumer Segments | Marketing Tip Monday
    Feb 24 2025
    Every wine enthusiast has different preferences, behaviors, and levels of investment in their pursuit of great wine. A few years ago, Wine Intelligence identified six distinct consumer segments in the US market and we wondered “how can we tailor a message of sustainability to align with these differences?” Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values. In this Throwback Thursday Marketing Tip, we’re revisiting the six wine consumer segments and giving you tips on how to most effectively share your sustainable story with each one. 1. Engaged Explorers Who are they: Young, adventurist, frequent wine drinkers who love to try wines from different regions and producers. Talk SIP: Tell them how you improve your soil quality and how the health of your land influences the characteristics of your wine. They’ll love learning how nature impacts a high-quality wine. 2. Premium Brand Suburban Who are they: Mid- to older-aged enthusiasts who know a lot about wine. They may not be big spenders, but they can be die-hard loyalists. Talk SIP: Get technical! Talk about how fruit quality is measured (Brix, pH, and TA). They’ll love the insight and attention to detail. 3. Contended Treaters Who are they: Mid- to older-aged drinkers who don’t drink often, but when they do, they are willing to spend more. They are knowledgeable and involved, and look for an engaging story to relay to their social circles. Talk SIP: Give them fun sustainable tidbits to share with their friends, like a specific sustainable practice from your sustainable story worksheet. Worksheet for Print | Worksheet for Electronic Filling 4. Social Newbies Who are they: Young, new to wine, and rely heavily upon recommendations and valued information. Talk SIP: Stick to the 3 P’s of sustainability: People, Planet, Prosperity. They’ll love this 360° approach and be able to pass it along with confidence. 5. Senior Bargain Hunters Who are they: The largest segment of wine drinkers in USA. They have strong wine knowledge and tend to select from a narrow range of styles and brands to meet their expectations on value. Talk SIP: Talk value-driven sustainable initiatives like monitoring utility usage and recycling programs. 6. Kitchen Casuals Who are they: Very infrequent wine drinkers who stay close to what they know. Talk SIP: Stick to the basics of what sustainability is and how drinking sustainable wine is a win for the people and the planet. We are here to help you tell your customers how your brand protects natural and human resources with the Sustainable Story program. This simple yet powerful free tool helps you tell your own personal sustainable message. And it just got better with a new online course. Go to the show notes, click the link titled Tell Your Sustainable Story to sign up, and start writing your Sustainable Story today! Until next time, this is Sustainable Winegrowing with the Vineyard Team. Resources: *** Tell Your Sustainable Story Online Course ***Marketing Tips eNewsletterSustainable Story | PrintSustainable Story | Electronic What's your Sustainable Story? Whitney Brownie | Get YOUR Sustainable Story Featured Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet Sustainable Ag Expo – The premiere winegrowing event of the year Sustainable Winegrowing On-Demand (Western SARE) – Learn at your own pace Vineyard Team – Become a Member
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