Since 2004, the 130 winegrowers of the Saumur–Champigny
appellation d’origine controlee have been committed
to biodiversity. In a sector sometimes resistant to change, and indeed for the
first time in France, winegrowers have chosen more ecological weed control
methods and concentrated on creating and maintaining plant hedges within
zones écologiques reservoirs (ecological
conservation areas)(ZER) (Jarno, 2011). The growers’ Syndicate, backed by a powerful
regional cooperative, rallied all its members and urged them to commit to the
process. Collective awareness has driven the majority of winegrowers to
‘go organic’ and with the ultimate benefit of being awarded an
organic label. But going organic is costly in terms of time, labour and finances
and inevitably increases production costs. However, despite the less favourable
cost equation, their business model is nonetheless effective, and most producers
manage to sell their entire product. The aim of this case study is to show how
some wine producers, in the quest for quality, have ‘looked outside the
box’ for new information (for example: sustainable agriculture,
biodiversity, biodynamics), assimilated that information and applied it to their
own operation and production for improved commercial results.
