Excerpt from “Nothing New It’s Just Farming“
Whether you are a vertically integrated Goliath, a $6k/ton grower, or a tiny Workout Winemaker named David look yourself in the mirror every morning and adjust your moral compass to reflect solid business ethics. That means staring supply and demand square in the eye; it means doing the hard work to not only care about your own survival but the survival of your neighbors and the California wine industry in relation to the global wine economy. The “What’s In It For Me Club” should officially be shut down. Closed for business. Effective immediately. And that is what will solve the issues of the wine industry; otherwise you can count on The Farmer being right – it’s nothing new to him, he’s seen it all before, and it’s just farming son.