研究

Cover crops make vineyards more sustainable; strategy can be marketing tool

The researchers determined that 72% of 956 wine consumers from the mid-Atlantic region surveyed were willing to pay $18.一瓶750毫升的酒99英镑, which included a $1 surcharge to cover associated sustainable production costs, 包括覆盖作物. 另外, 的组, 26% — 195 wine consumers — indicated that they would be willing to pay $20.同样一瓶酒,99美元. 资料来源:GettyImages Zbynek Pospisil. 保留所有权利.

宾夕法尼亚州大学公园. — Growing cover crops under grapevines in vineyards can reduce erosion, 提高土壤健康, 减少除草剂的使用,改善水质, 手机买球app下载的一个研究小组表示, who suggest that growers can promote improved sustainability in production as part of a marketing strategy that may result in consumers being willing to pay more for wine.

“With so many wineries not only in Pennsylvania but throughout the country vying for consumer dollars, emphasizing sustainability is one way to differentiate themselves from competitors,研究员凯西·凯利说, professor of horticultural marketing and business management. “我们知道Z一代和千禧一代的消费者, 特别是, have a profound interest in sustainability and are very environmentally conscious.”

Excessive precipitation events have greatly increased in frequency and severity in some grape-growing regions, 包括你.S. 东北. The researchers demonstrated that either natural or seeded “under-vine vegetation” can help mitigate many of the problems associated with excessive precipitation. 资料来源:手机买球app下载的Michela Centinari / Penn State. 保留所有权利.

A large percentage of both groups — and many older consumers, too — will respond favorably to winery marketing that emphasizes the sustainability of their operations, 她补充说.

“但在当今世界, 可持续性几乎意味着一切, and we’re seeing a consumer group that wants to be educated and wants to know exactly what is going on with sustainable wine production,凯利说:“. “So, being descriptive about what it actually means to include cover crops in a vineyard is a way to be attractive to them.”

Cover crops in vineyards are increasingly relevant, contends another member of the wine and grape team in the College of 农业科学, Michela Centinari, 葡萄栽培副教授. She pointed out that excessive precipitation events have greatly increased in frequency and severity in some grape-growing regions, 包括你.S. 东北部,由于气候变化.

The results of this study should motivate grape growers in Pennsylvania and beyond to consider implementing this marketing sustainability strategy to align their brand with environmentally friendly practices, 研究人员说.   资料来源:手机买球app下载的Michela Centinari. 保留所有权利.

“These heavy downpours result in myriad problems in vineyards, 包括侵蚀和土壤径流, 养分浸出, 蔓生植物过度生长, 和患病的水果,”她说. “The negative impacts of excessive precipitation events on vineyards are made worse by the maintenance of bare soil under the vines.”

Centinari co-authored a study to determine whether vegetation growing under and around vines could solve these problems, 事实证明是可以的. In findings recently published in Frontiers of Plant Science, Centinari和Justine Vanden Heuvel, 康奈尔大学的植物科学家, demonstrated that either natural or seeded “under-vine vegetation” can help mitigate many of the problems associated with excessive precipitation.

This diagram shows the impact of soil management utilizing under-vine vegetation vs. 裸露的土壤,在葡萄藤和土壤上. The violet boxes represent ecosystem services in vineyards with high-vigor potential; red boxes represent ecosystem disservices. 资料来源:手机买球app下载的Michela Centinari . 保留所有权利.

The cost of seeding and mowing under-vine vegetation — or cover crops — can be far greater than applying herbicides, 凯利指出, but she suspected that many consumers are willing to pay more for a wine they know is produced more sustainably. 找出, she conducted a study to characterize several wine consumer groups that were “likely” to sample — taste before purchasing — wine from vineyards using cover crops.

凯利和他的同事最近在 国际葡萄酒商业研究杂志 that 72% of 956 wine consumers from the mid-Atlantic region surveyed were willing to pay $18.一瓶750毫升的酒99英镑, which included a $1 surcharge to cover associated sustainable production costs, 包括覆盖作物. 另外, 的组, 26% — 195 wine consumers — indicated that they would be willing to pay $20.同样一瓶酒,99美元.

With so many wineries not only in Pennsylvania but throughout the country vying for consumer dollars, emphasizing sustainability is one way to differentiate themselves from competitors. 信贷:一些Feverpitched. 保留所有权利.

“Our results should motivate grape growers in Pennsylvania and beyond to consider implementing this marketing sustainability strategy to align their brand with environmentally friendly practices,凯利说:“. “Growers often need to be convinced that consumers are willing to pay for tactics like using cover crops in vineyards.”

海琳霍普夫, Rasmussen Career Development Professor in Food Science; Marielle Todd, a graduate student in food science when the study was conducted, 现在是波士顿啤酒公司的感官技术专家.; and Centinari contributed to the research.

The Pennsylvania Wine Marketing and 研究 Board and the U.S. Department of Agriculture’s National Institute of Food and Agriculture supported the research.

最后更新于2021年12月02日

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