Variety is in our Nature

As concern for the environment and sustainable processes becomes increasingly relevant, producers and consumers are noting the trend. Kim Maxwell showcases three producers who incorporate environmental messages into their marketing without losing integrity. Backsberg's Michael Back comments on the importance of a reduced carbon footprint, Jordan's Rachel Erasmus outlines their novel chameleon conservation campaign and Avondale's Jonathan Grieve discusses advertising that strips to the essentials of their philosophy.

Backsberg proprietor Michael Back joined the family business in 1976. Passionate about his environment, he believes each generation is merely a custodian of the land for a short time. As SA's first wine producer to gain 'carbon neutral' status through sequestrating of their carbon emissions, Michael says there are marketing benefits if the message is authentic.

Backsberg has become South Africa's first wine producer to gain 'carbon neutral' status. It's a pioneering area as we're among the first wine producers worldwide, and we've achieved this by sequestrating our carbon emissions. I want to emphasise that we didn't start this process as a marketing tool. While there are obvious commercial spin-offs for Backsberg as a result, it was never intended as a marketing mechanism. Care for the environment is intrinsic to what I believe in.

You've got to take these steps because you believe they're important, otherwise you can't take your staff and client base with you. Some of the things Backsberg has set out to do are challenging. We don't have all the right answers or connections, and because carbon emissions are a relatively new field, we've come across a few bogus consultants who've tried to dupe us into unnecessary services. But the results are still worth it.

Backsberg completed a comprehensive carbon audit so we can understand the carbon emission consequences of our farming and winemaking activities. The audit reviewed all our activities in great detail, from our overall energy consumption, to the CO² emitted during fermentation. It means Backsberg can now offer a range of carbon neutral fruit and wine to our domestic and international consumers.

Sequestration solutions we've developed involve a greening program in Klapmuts village. This will be managed by Food and Trees for Africa, a non-profit greening organisation that is driving the carbon standard offset program in South Africa. Trees are an efficient means of storing carbon, and their association has distributed over 2.5 million trees in South Africa. This collaboration means we'll be eligible to use the 'Food and Trees for Africa Carbon Standard' logo on all Backsberg wine labels in future.

We've rescued several plant species from extinction by reserving 10% of our land for preserving the endangered fynbos biome. We're due for champion status in the Biodiversity and Wine Initiative soon, and we're proposing an environmental walk for the public on the farm in the future.

Tree-planting is only part of the package of conservation-oriented solutions we're implementing to combat climate change and create energy-efficient long-term sustainability. We're also converting to bio fuel, reviewing our packaging (by analysing things like our glass weight) and developing methane digester technology. By employing an environmentalist and a horticulturist as part of Backsberg's 'green team', we're creating a paradigm shift that cares for the environment.

What's important to remember is that the carbon standards applied at Backsberg follow the Kyoto Protocol on Green House Gas emissions. Because the carbon audit is based on scientific principles, we can understand the magnitude of the sequestration solutions required to reduce Backsberg's carbon footprint, and we can maintain a carbon neutrality status going forward.

Jordan Winery's marketing manager Rachel Erasmus talks about their latest necktag campaign to raise funds for a chameleon research bursary, which will be awarded annually to a successful candidate. The necktags appear on all wines in their Jordan Chameleon range. Aside from highlighting the conservation of a rare species in Stellenbosch Kloof, Rachel says the campaign promotes research into a little-known area.

Over the years we've had a few consumers and occasional media reports expressing concerns about the possibility of chameleons being harmed during mechanical harvesting. As our farm provided an ideal test area, we were approached by researchers working for the South African National Biodiversity Institute (SANBI). They were researching the Cape Dwarf Chameleon.

The habitat of the Cape Dwarf chameleon is unique to the Western Cape, making these creatures rather scarce. The Stellenbosch Kloof area has the highest concentration of these chameleons, and Jordan provided an ideal working example as we harvest by hand and machine.

Interestingly, their results showed that chameleons aren't injured during these processes. The most important finding of the study, implemented during February 2007, was that chameleons are not commonly found in vineyards but are abundant in indigenous shrubs and evergreen trees surrounding the vineyard areas. People mistakenly think that chameleons can be harmed during machine harvesting of vines and from vineyard pesticides, but as this isn't their habitat by choice, it's highly unlikely to find chameleons in vineyards.

Chameleons in shrubs and trees near our cellar have been an attraction to farm visitors for years, so we've tried to protect this natural pest-controller. Our Chameleon range of wines was inspired by these creatures, because in African folklore, chameleons are believed to have magical powers.

The study motivated us to initiate the Jordan Chameleon Research Bursary. The tuition and research costs of a PhD student in chameleon research will be funded by a percentage of the proceeds from worldwide sales of our Jordan Chameleon range. We have two candidates for the scholarship already. The successful student will be selected by a committee that includes representatives from SANBI, local universities and Jordan Winery. A report on the student's findings will be presented at Jordan Winery every year.

From August 1, 2007, a percentage of bottle sales will contribute towards this campaign. We've designed a necktag with a message on the back for consumers which explain how sales contributions will contribute towards conservation of the Cape Dwarf Chameleon.

When the consumer thinks of the Chameleon brand we want them to think conservation, making it an educational drive. We've been producing the Chameleon range since 1993. It's popular and fun, and it's done well for us. It's nice to give it another edge.

Avondale viticulturist and farm director Jonathan Grieve is behind an innovative 'au naturel' advertising campaign launched by Avondale recently in local lifestyle magazines. It hinges on nudity to sell a pure, natural message about viticultural and winemaking processes on this Paarl farm. Jonathan says that while eye-catching, unusual ads are important, they shouldn't lose focus of the underlying holistic message.

We believe in what we call Bio-LOGIC principles. We have certified organic and biological vineyards, and our Bio-LOGIC approach draws from science, organic, bio-dynamic and biologic farming principles to farm in a sustainable holistic approach that Mother Nature agrees with.

Humans and plants are 90% water so it's logical that some bio-dynamic theories would have an effect. Look at how the moon influences tides - a spring tide has the most fluctuation and neap tide the least effect. This translates to all living organisms plants included, so spraying folia nutrition at full moon will get the best results. This is a common bio-dynamic practice and makes a lot of sense; it's not just spiritual stuff.

We never use pesticides. Instead suitable natural predators kill pests. We use natural sprays which consist of bacteria and natural substances, to combat diseases such as downy mildew. We're using special and indigenous cover crops to bind free nitrogen from the air into the soil, bind up soil life, earthworms and humus levels. Bacteria and fungi are reintroduced, to bind and convert nutrients. This regenerates and empowers soil to balance itself. Putting life back into the soil is what our entire approach at Avondale hinges on - to create sustainable farming. I truly believe this is the most effective way to get the best out of our terroir.

Our family own Vital Health, so we've always had an appreciation of a holistic way of life. My grandfather started the business when vitamins were unheard of. At Avondale, for everything we do, we ask whether Mother Nature would agree - is it going to detract or add to the environment?

We launched a series of adverts to incorporate our 'wines au naturel' Bio-LOGIC philosophy in late 2006, using a duck and fluffy yellow chicks. It relies on an emotional response to something cute that is linked to practices on the farm. Avondale involves ducks in our viticulture system. By using 100 ducks for snail control over 100 ha of vines and 50 ha of orchards, the farm saves thousands in chemical snail pellets, and the soils don't suffer from negative residue.

We continued the series with an ad focused on wine being drawn by pipette from a barrel in the barrel cellar, and another ad with people harvesting in our vineyards. They both feature naked people. By employing a good team of designers, and fashion photographer Anton Robert, we've ensured that the ads are stylish. Anton shoots swimwear for FHM and Sports Illustrated, so he knows how to achieve eye-catching results. We've purposely targeted lifestyle publications instead of traditional wine magazines.

Feedback so far is very positive. They're eye-catching, yet the underlying message focuses on the living systems created through our bio-LOGIC processes - using indigenous cover crops and no chemicals - and how this contributes to natural wines.

There's always a danger about using nudes in advertising, as it has to be done with class. And it mustn't detract from the message of course. As wine goes, this sort of advertising hasn't been done before, to our knowledge. While nudes will catch your eye, there are other details and information about our natural processes to take in afterwards. Importantly, readers won't lose focus of that wine bottle on the page and will remember Avondale.

Feature courtesy of Wineland magazine (www.wineland.co.za)