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 practices

Bonterra Overview

• Founded in 1968 as Fetzer Vineyards in Mendocino County
• Emphasis on farming practices & sustainability
• The late '80s - moved to organics
• 1991 - 1st vintage of Bonterra Organic

Product lines:

• Fetzer - $5-6/btl
• Bonterra - $10-12/btl; ~500k cases
• Bonterra Estate (regenerative organic, "Reg Org") - ~$20-25/btl
• Single Vineyard (biodynamic) - ~40-60/blt
• Estate & SVDs ~10k cases

An early adopter of solar, recycling, and tracking & reporting of GHG emissions

Changed company name to Bonterra Organic Estates from Fetzer Vineyards in 2022

• Affirmation of commitment to Reg Org farming
• Bonterra is already synonymous w/ organic
• SF Chronicle and Forbes published articles about it

Certifications

• B Corp, Reg Org, Climate Neutral, True Zero Waste
• Backs up claims w/ verified certification, provides accountability w/ consumers
• B Corp - looks at the approach to business, all-encompassing, incl land, people, and community (~600 companies at Champions event)

Farming certs: 

• Organics now federally regulated
• Biodynamics 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 certifications
• Knowledge of certifications differs dramatically by geographic markets

Some certs are brand specific and intersect w/ brand price points: 

• True Zero Waste - <$15/btl tiers
• Reg Org - believes ~$20-25/btl is the suitable range, but just launching
• Biodynamics - $50-80/btl
• Cost of certification in the thousands, some based on royalties ($/btl)

Bonterra does not charge a premium for organic certification

When a winery does a non-organic spray, they get de-certified for at least three years

Certification benefits include increased consumer loyalty and brand value, witnessed by Bonterra growing from 200k -> 500k in the last decade

Campaign: "Delicious Taste of Saving the Planet"

• Did a 360-degree activation - commercials, social media, PR
• They poked fun at themselves and the industry
• Media consumption now focuses on short snippets and getting people to like and share them
• Video ads were the most effective; they got people to share them
• Returned measured by brand growth and some media metrics (e.g., # of shares)

New Campaign: "Cultivate the Future" - focused on Reg Org wines

• Goal to educate consumers on the purpose of Reg Org farming
• Help model sustainable comms for others and bring other producers in to collaborate
• Will focus on social media, events (wine dinners, press), and media coverage

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