MOLINE, Illinois (August 27, 2025) — John Deere (NYSE: DE) announced today the full acquisition of GUSS Automation, LLC, a globally recognized leader in supervised high-value crop autonomy, headquartered in Kingsburg, California. The acquisition builds on an existing joint venture established in 2022 and advances John Deere’s commitment to helping high-value crop growers address their biggest challenges around labor availability, input costs and crop protection.
“Fully integrating GUSS into the John Deere portfolio is a continuation of our dedication to serving high-value crop customers with advanced, scalable technologies to help them do more with less,” said Julien Le Vely, director, Production Systems, High Value & Small Acre Crops, at John Deere. “GUSS brings a proven solution to a fast-growing segment of agriculture, and its team has a deep understanding of customer needs in orchards and vineyards. We’re excited to have them fully part of the John Deere team.”
Founded by Dave Crinklaw in 2018, GUSS manufactures autonomous sprayers that can be remotely supervised by a single operator who can manage up to eight machines at once. Using GPS, LiDAR and proprietary software, GUSS machines navigate vineyards and orchards with precision to help reduce operator error, labor costs and material waste. To date, more than 250 GUSS machines have been deployed globally, accounting for 2.6 million acres sprayed over 500,000 autonomous hours.
GUSS sprayers will continue to be sold and serviced exclusively through John Deere dealers, as they are today. The business will retain its name, brand, employees and manufacturing facility in Kingsburg, California.
John Deere will support GUSS in expanding its global reach and accelerating innovation, including continued integration with other John Deere precision agriculture technologies, such as Smart Apply®, which enables targeted spraying that offers the opportunity for up to 50% savings on chemical and water use.
“Joining John Deere enables us to tap into their unmatched innovative capabilities in precision agriculture technologies to bring our solutions to more growers around the world,” said Gary Thompson, chief operations officer at GUSS. “Our team is passionate about helping high-value crop growers increase their efficiency and productivity in their operations, and together with John Deere, we will have the ability to have an even greater impact.”
GUSS’ manufacturing operations expand John Deere’s U.S. manufacturing footprint to the heart of the country’s high-value crop production market. GUSS sprayers will continue to use John Deere Power Systems engines, first integrated in 2024.
For more information about GUSS solutions, please contact your local John Deere dealer.
ABOUT JOHN DEERE It doesn’t matter if you’ve never driven a tractor, mowed a lawn, or operated a dozer. With John Deere’s role in helping produce food, fiber, fuel, and infrastructure, we work for every single person on the planet. It all started nearly 200 years ago with a steel plow. Today, John Deere drives innovation in agriculture, construction, forestry, turf, power systems, and more.
The Reservoir’s key partners from John Deere, Driscoll’s, Netafim, Nutrien, Taylor Farms, Tanimura & Antle, Hartnell College, Naturipe Berry Growers, Western Growers and the City of Salinas join founder and CEO Danny Bernstein to celebrate the groundbreaking of its first agtech innovation hub in Salinas, California, marking a major milestone in collaborative agricultural technology advancement.
Creating an ‘Olympic Village of AgTech’ in Salinas, CA, to Accelerate Precision Ag and Robotics, led by Driscoll’s, John Deere, Netafim, Nutrien, Taylor Farms, Hartnell College, Naturipe Berry Growers, Tanimura & Antle and Western Growers
Salinas, CA – August 28, 2025 – As a historic milestone for specialty crop production and agricultural technology, the Reservoir today broke ground on its inaugural on-farm innovation hub in Salinas, California. The ribbon-cutting celebration at the new Salinas site—on land leased from Tanimura & Antle—was attended by more than 200 industry leaders, growers, elected officials, community partners, and investors. The launch marks the first step in a global vision: creating an ‘Olympic Village of AgTech’ where world-class technology leaders, growers, and entrepreneurs collaborate to solve urgent challenges facing global agriculture.
Today, Driscoll’s, Netafim, Nutrien, and Taylor Farms join as the newest key partners, reinforcing the commitment to transform agtech adoption across multiple U.S. regions and directly embed innovation within commercial farming environments. These on-the-ground collaborations ensure startups have direct access to grower feedback and commercial realities, accelerating real-world impact and addressing the gap, as only 30% of U.S. farms currently utilize precision agriculture solutions despite billions in recent investment.
“From the beginning, our vision has been far more than technology—it’s about partnerships,” said Danny Bernstein, CEO of the Reservoir. “Success is grounded in becoming an authentic part of each farming community, connecting entrepreneurs, growers and next-generation talent to reimagine the sustainability of U.S. farming. Creating this ‘Olympic Village of Agtech’ is only possible with trusted relationships on the ground and a shared vision for what’s possible.”
Last week, the Reservoir announced its strategic partnership with John Deere, a leader in agricultural technology and equipment. For Reservoir residents, the partnership creates a unique environment where innovation meets real-world application. Residents gain access to Deere’s technology (including APIs), expertise, and equipment, alongside dedicated testing acres, structured pilot opportunities, and curated field days. This collaboration provides startups with a clearer path to validate solutions in high-value crops, engage directly with growers, and explore potential integrations with Deere’s global platform — strengthening the bridge between early-stage ideas and scalable agricultural impact.
Reservoir Farms-Salinas: The Inaugural Home for Next-Generation Farming As the ‘Salad Bowl of the World’ and the epicenter of nearly $5 billion in annual crop value, Salinas produces more than 70% of the nation’s lettuce plus significant shares of strawberries, broccoli, and vegetables, making it a testbed for high-value, specialty crops that shape U.S. produce markets.
Initial residents at Reservoir Farms, including Beagle Technology, BHF Robotics, Cropmind, FarmBlox, High Degree Machinery, and GeoVisual Analytics, chose Reservoir Farms to connect directly with growers and access test facilities, enabling product development with immediate customer feedback. These early-stage companies bought into the vision of connecting leading roboticists, engineers, and agricultural producers to accelerate technology from concept to commercialization.
Salinas Mayor and Executive Director of the Western Growers Center for Innovation and Technology, Dennis Donohue, said: “Salinas has always been at the forefront of feeding the country, so it’s only natural we host the first Reservoir Farms. This hub empowers our growers, attracts top talent, and helps secure our leadership in agriculture for generations to come.”
Scaling Innovation: From California to Arizona and Beyond Looking ahead, the Reservoir announced plans to expand its model to additional sites across California, Arizona, and other major growing regions, with each hub anchored by leading academic and R&D institutions. This winter, the Reservoir will run a pilot at the University of Arizona Experiment Station (the Yuma Agricultural Center) in Yuma. This multi-regional approach derisks and accelerates technology development, enabling on-farm testing in commercial operations and across some of the country’s most important permanent, bedded, and high-value crops—from fresh vegetables on the Central Coast to leafy greens in Arizona and tree nuts in California’s Central Valley.
“By aligning innovation with real-world conditions, advanced technology and a clear path to scale, the Reservoir and its partners help ensure new solutions are built to deliver meaningful impact for growers,” said Jason Brantley, vice president of production systems, small ag & turf at John Deere. “Together, we’re strengthening the resilience, efficiency, and sustainability of high-value crops—with potential to benefit food systems worldwide.”
Driven by its deep local roots and a powerful network of national leaders, the Reservoir is unlocking a new era of productivity, sustainability, and market opportunity for American agriculture, and ensuring that innovation with the greatest potential impact reaches the fields and communities where it is needed today.
ABOUT THE RESERVOIR: The Reservoir is a startup incubator and venture capital fund focused on helping agtech startups succeed where agriculture happens—in the field. Reservoir Farms is the world’s first on-farm robotics incubator, starting in the Salinas Valley and expanding to other key regions like the Central Valley. Reservoir Ventures backs startups solving real problems in high-value crops. By combining R&D space, hands-on grower input, and early-stage capital, the Reservoir helps turn promising ideas into tools for the growers who feed the world. Learn more at https://reservoir.co.
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Media Contact: Jennifer Goldston
AgTech PR for The Reservoir
jennifer@AgTechPR.com
Santa Cruz, CA – September 16, 2025 – Farmblox, a farm automation system connecting equipment and in-field sensors to the internet so farmers can see everything from their phone or computer and take action, announced it has relocated its headquarters to Santa Cruz, California. The move reflects Farmblox’s growing commitment to California’s specialty crops producers and the state’s central role in the company’s strategy.
“California is at the heart of the global agriculture market, and doubling down here allows us to stay close to our clients,” said Nathan Rosenberg, CEO and Co-Founder of Farmblox. “Santa Cruz gives us the best of both worlds: proximity to Silicon Valley’s innovation ecosystem while remaining rooted in active farming communities.”
The new headquarters will position Farmblox near the recently launched Reservoir Farms, a farm designed as an AgTech test site where technology leaders, growers, and entrepreneurs collaborate to solve urgent challenges facing global agriculture. This proximity enables the company to test the next breakthrough Agriculture automation solutions in real-world conditions and strengthen partnerships with California growers.
While expanding its presence in California, Farmblox maintains a regional branch in Vermont, where the company works with a vast majority of the maple producer markets. Farmblox’s dual presence in California and Vermont ensures continued innovation and farmer support across diverse agricultural markets, from sugar maples to citrus, almonds, and beyond.
“Our New England roots run deep,” Rosenberg added. “We remain dedicated to supporting maple customers and the broader Northeast market, even as we scale to meet the needs of specialty crops growers across California.”
About Farmblox
Farmblox gives farmers tools to build their own farm automation system, connecting in-field sensors and equipment to a simple app to fix problems and automate tasks. Reliably monitoring remote farmland in all weather conditions, farmers can add a custom array of sensors – from soil moisture to weather to valve pressure – to monitor their specific crops and land. With everything visible in a simple app on a smartphone, tablet, or computer, farmers can quickly identify operational issues like leaks, weather risks, or equipment failure and automatically trigger fixes to save resources and improve productivity.
For further information please contact:
Mira Marcus | PR, Farmblox | mira@farmblox.ag | 713-305-6961
Lisa Gulick, senior vice president at Southern Glazer’s, underscored in a recent Wine Market Council webinar the growing disconnects in wine's visibility and affordability, noting on-premise prices have surged while retail strategies like cheese-pairing displays can help guide younger shoppers.
This seemingly provocative question, “Is the wine industry’s thinking about how to get younger drinkers to buy wine outdated?” was the departure point for a compelling Wine Market Council (WMC) webinar entitled “Reducing Barriers to Purchasing Wine,” the first component of a new two-part study on what young consumers think about buying wine, both pro and con.
The industry has fallen fast in attracting younger drinkers who have a broader array of beverage choices than any previous generation. From BuzzBalls to Sauvignon Blanc with frozen jalapenos (popular on TikTok), they’re drinking more adventurously than ever before.
Inside the Consumer Mindset: Frustrations and Opportunities
CPG marketing consultant Russ Onish, president of Tampa-based Vista Grande, studies consumers across many different purchase categories. “One way to kind of think about what I have in store for you today is to really burst your bubble,” he said, before he played several dozen video clips from the 60 Gen Z and millennial interviewees the study did subjective research with. They all talked about why they do or don’t purchase wine.
“Think of this as a virtual journey to better relate to young alcoholic beverage consumers who actually like wine but need help figuring out how to connect it to their life and the occasions that they experience,” he said.
His main takeaway, borne out by the shopper videos: “We need to think about the occasions more than the demographics.”
Not all the consumers like wine. Some of the negative sentiments they mentioned include, “It doesn’t go with BBQ,” “I don’t like throwing out the leftover wine in the bottle that went bad” and “It’s not light enough (i.e., like beer) to drink a lot of.” Others: “I wish there was a classy way to drink from a non-glass container when I’m at the pool” and price: “It’s too expensive to get a good bottle.”
Pros were: “It’s easy for parties, you just open the bottle.” “I really like rosé. There are fewer options and fewer decisions to make.”
Consumers also like online filters to help them overcome the confusion of the wall of wine at convenience stores and supermarkets.
Many suggested small serving containers and removing the stigma from boxed wines.
“The stigmatization of entry-level options in the wine category, whether it’s box wine or less expensive wine, that’s a real problem,” Onish said.
Innovation Needed in On-Premise and Retail
Lisa Gulick, senior vice president for national accounts retail with Southern Glazer’s, weighed in with both the on-premise and retail perspective coupled with some innovative ideas.
She showed data that wine is becoming more invisible and more expensive in the on-premise world. “The ‘by the glass’ listings have gone down by almost 15% since pre-COVID vs today,” Gulick said. “And what’s scary about that is that when you specifically talk about fine dining, that’s actually the channel where wine is the preferred alcoholic beverage.”
Additionally, her data on wine pricing comparisons showed on-premise wine prices increasing dramatically, on average 33%, while actual wine prices increased only 8% off-premise. “I think the on-premise is unfortunately still using wine as a way to gain some extra margin,” Gulick said.
One solution? She liked the menus that offered 3-, 6- and 9-ounce pour options. “I love this idea.”
In the retail environment, Gulick praised in-store displays that put wine next to the cheese section, suggesting that would be a great pairing. “We underestimate how those simple cues can make a big difference to somebody that’s looking at a wall of options.”
While boomers are a third of the population, they overindex for wine, buying half the wine sold. But the future wine buyer? They need to discover wine, and it’s got to be easier, Gulick said, suggesting a Spotify-like approach to appeal to younger consumers.
If you want to work out, you just tell Spotify and it comes up with a personalized playlist, she said. Gulick then painted a picture of how that approach could help a wine buyer in a store cut to the chase.
“The guy who wanted the barbecue in the grill, imagine if he could just ask a kiosk at a store, ‘Hey, I’m making barbecue tonight. What do you recommend?’
“I just think that this type of opportunity, especially for the wine category, could be a game changer just because of the educational barrier that I think we’re all agreeing very much exists,” Gulick said.
The full video of the study is available to WMC members. Part two of the study will be a national quantitative survey and will release shortly. A new list showing the dues paid for membership is now online at https://winemarketcouncil.com/join/.
2026 Advanced School on Microirrigation for Crop Production
Class Lectures: March 30 – April 1, 2026
Field Trips: April 2 – 3, 2026
Class lectures will be held in the UC Davis Conference Center. Field trips will be in the San Joaquin Valley and Central Coast of California.
Instructors of the School are professionals with extensive experience on principles and
practical applications of microirrigation for resourceefficient crop production.
What you will learn:
Technical aspects of water delivery systems to allow for successful adoption and management of microirrigation systems
Soil-water movement and soil-plantwater relations with microirrigation
Microirrigation systems design, operation, maintenance, automation, and performance evaluation
Methods and tools for microirrigation scheduling
Managing microirrigation for different crops (field and agronomic crops; vegetable crops; berry crops; fruit crops; nut crops; vineyards)
Chemigation and fertigation
Salinity management with microirrigation
Attending this school will provide:
3 days of practical class lectures on principles and implementation of microirrigation systems and management practices for crop production
2 days of field demonstration visits (one day in the San Joaquin Valley for modernized irrigation delivery systems, and fruit and nut crops; one day in the Central Coast for vineyards, vegetable crops, and berries)
Questions? Please contact:
Daniele Zaccaria – UC Davis: dzaccaria@ucdavis.edu
Mary Ann Dickinson: maryann@dickinsonassociates.com
SACRAMENTO, Aug. 18, 2025 – With wildfire smoke continuing to be a significant threat to winegrapes and wines, a comprehensive new roadmap provides guidance for smoke exposure research and mitigation strategies for the industry.
The roadmap, titled “Following the Smoke Signals: Elucidating the Future of U.S. Smoke Exposure Research,” was developed following a November 2024 workshop at Oregon State University, hosted by the U.S. Department of Agriculture’s Agricultural Research Service (USDA-ARS) and the National Grape Research Alliance. Workshop attendees – including federal scientists, university researchers, and wine/winegrape industry members – discussed the latest science on smoke exposure, industry needs, and strategies for building smoke resilience.
The 27-page document, authored by USDA-ARS researcher Arran Rumbaugh, summarizes workshop outcomes and highlights five critical research priorities:
Establishing threshold levels
Rapid detection and risk assessment
Atmospheric modeling
Prevention strategies in the vineyard
Mitigation techniques in the winery
The roadmap is available on the West Coast Smoke Exposure Task Force website. The task force will be releasing several bulletins that summarize the various segments of the roadmap; the first bulletin is now available via the roadmap webpage.
“Researchers hope that by better understanding the science of smoke taint, the industry can make more informed choices during fire seasons and preserve the quality, identity, and economic viability of American wines,” Rumbaugh said.
About USDA-ARS
The Agricultural Research Service is the U.S. Department of Agriculture’s chief scientific in-house research agency. Daily, ARS focuses on solutions to agricultural problems affecting America. Each dollar invested in U.S. agricultural research results in $20 of economic impact. ars.usda.gov/
About the West Coast Smoke Exposure Task Force (WCSETF)
The WCSETF is a coalition of industry leaders committed to providing timely communications, resources, and best practices to help winegrape growers and vintners navigate the challenges of wildfire smoke. The task force serves as a central hub for updates, education, and collaboration to support industry resilience and informed decision-making. wcsetf.org
Media Contact
Mindy DeRohan, California Association of Winegrape Growers
916-379-8995 / mindy@cawg.org
Atascadero, California, August 19, 2025 — Growers and ag professionals can expect cutting-edge education, forward-thinking exhibitors, and meaningful ways to connect at the 2025 Sustainable Ag Expo. Whether your focus is climate resilience, automation, or workforce development, you won’t want to miss what this year’s program has to offer.
Kick-Off Event Featuring Dr. Chris Chen
Start your Expo experience with an evening of SIP Certified wines, gourmet hors d’oeuvres, and great networking at the Monday Night Kick-Off Event, hosted by Center of Effort Winery.
Expo Headliner Dr. Chris Chen will begin the evening by leading a conversation on the future of vineyard management in a changing climate, including cultivar selection, soil health, and resource efficiency.
Expo ticket holders can claim two free tickets while supplies last; additional tickets are $50 each.
Grad Student Poster Session + Robust Education Program
Fresh thinking takes the spotlight Wednesday, November 12, from 11:15 am to 12:00 pm. Cal Poly grad students will present posters that showcase their latest research, offering attendees real-world solutions from the next generation of ag professionals. During lunch (12:00–1:00 pm), connect with students and explore their work at the adjacent poster session.
This session is part of a comprehensive education program featuring 17 in-person seminars with 20+ Continuing Education (CE) hours. Two-day ticket holders also gain access to 13 online courses with an additional 10+ CE hours, available October 13–November 28, 2025.
Community and Connection Hubs
In addition to expert-led education, the Expo offers you meaningful ways to build connections, recharge, and get inspired throughout the event:
Sustainable Beer & Gear: Step outside Tuesday afternoon for a dynamic session led by Jeff Lehar (Monterey Pacific Inc.) on vineyard automation—then stick around to unwind with a local beer and explore cutting-edge equipment from 9+ innovative exhibitors.
Sponsored by ProFarm Group.
Donut Social: Start your Wednesday right with fresh local donuts and hot coffee. This crowd-favorite gathering is the perfect boost before a full day of learning and networking.
Sponsored by Valent BioSciences.
The SIP Lounge + Registration Hub: Designed with you in mind, this updated welcome space is your go-to for information, great conversations, and community. Ask questions, reconnect with familiar faces, or renew your Vineyard Team membership all in one spot.
Special thanks to Oxbo Corporation for supporting registration this year.
Bonus: Sponsor Opportunities Still Available!
Exhibitor booths may be sold out, but you can still showcase your brand at this year’s event. Event sponsorships offer direct exposure to your target audience and key decision-makers in the wine industry.
Contact Outreach & Event Coordinator Hayli and visit our sponsorship page to learn more.
Don’t miss a moment of what the 2025 Sustainable Ag Expo has to offer—Get your tickets today.
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About the Sustainable Ag Expo
The Sustainable Ag Expo is a multi-day seminar and tradeshow that connects farmers, ag professionals, and pest control advisors with the latest in sustainable farming research, resource issues, and business trends. Hosted by Vineyard Team, the event draws decision-makers representing over 225,000 acres of vineyards, orchards, and row crops.
Vineyard Team is an internationally recognized leader in the sustainability movement, guiding and educating growers about sustainable winegrowing practices since 1994.
Tablas Creek’s marketing manager, Ian Consoli, pouring the Paso Robles winery’s top red wine, Esprit de Tablas ($70), a Mourvèdre-dominant (40%) blend of Grenache (28%) with Syrah (22%) and three other Rhone varieties.
While wineries complain of declining tasting room visits in Sonoma (down 17% in visitations in the past year, according to a recent survey), a regional co-marketing event celebrating climate-smart Rhone wine varieties in Sonoma was a sellout.
The 2025 Rhone Rangers summer fete, hosted at Cline Family Cellars, wasn’t cheap at $87 per person to sample wines from more than 30 wineries, paired with live music and bites, proving that some customer segments are true enthusiasts voting with their dollars.
The event proved wineries giving consumers more variety and different flavors are finding positive responses in the marketplace. And as the climate warms, these hot-weather-resistant varieties are steadily, albeit slowly, gaining favor with growers.
Whites Up, and Reds, Too
Vineyard director David Gates of Ridge Vineyards poured the winery’s Paso Robles-grown 2023 Grenache Blanc ($35), a wine that former Getty sommelier Chris Sawyer called one of his top favorite white wines. It is only the second white the winery made. All 4,000 cases sold out.
As white wines in general gain favor, are white Rhones on the increase? Yes, said Tablas Creek Vineyards CEO Jason Haas, who sells Rhone vines imported from France.
“We’re getting more inquiries for the whites, particularly the high-acid whites like Picpoul, Clairette and Grenache Blanc, than we ever have,” he said.
Acquiesce vineyard manager and winemaker Christina Lopez poured her Lodi-based winery’s white Rhones at the event. Founded by Susan Tipton, the winery is the only one in Lodi that makes only white wines, and all are Rhones (Grenache Blanc, Picpoul Blanc and Viognier).
Growing in Popularity
While still niche, experts researching climate-smart wine varieties say Rhones are highly recommended for California, especially as the climate warms. But beyond the Golden State, wineries in more emerging wine regions are planting them for pleasure and for profit.
“More winemakers are interested in working with these varieties, and many are finding them quite suitable for warmer climates, such as Temecula, Paso Robles, Lodi, Santa Barbara County, Texas and Arizona,” said Rhone Rangers Board President Larry Schaffer.
In California alone, growth in Rhones continues. Though Rhone varieties are overshadowed by the blockbuster number of the state’s two leading French varieties, chardonnay (88,063 acres in 2023) and cabernet (95,638 acres in 2023), Rhones are growing as average temperatures continue to rise.
The latest CDFA and USDA stats paint a picture of a transition ranging from 10% to 113% increases, depending on the variety, in acreage from 2016 to 2023.
As average temperatures continue to rise year over year, recent CDFA and USDA data on grape acreage show more climate-smart varieties entering the mix (source: California Grape Acreage Report.)
Standing Out in a Crowd
Texas-based founder and winemaker Chris Brundrett of William Chris Wines has bet a big chunk of his growing brand on Mourvèdre, a Rhone variety. He is making as many as 15,000 cases out of 60,000 total of the variety in a single year, releasing it in rosés, blends and single-vineyard designates as well as new sparkling wine.
Said his colleague, COO Anthony Harvell, “Mourvèdre represents one of those great opportunities that we lean heavily into to help establish the Texas name and get our name beyond just the borders of Texas. We are growing it in multiple different regions of the state. We’re doing it on everything from sandy loam to decomposing granite to very little topsoil, and it’s mostly limestone-based. So we’re getting multiple expressions of this.
“Our wine consumers respond to it very, very well, and they’re excited to try something that is special and unique to Texas.”
Indeed, in Texas, Mourvèdre fetches a higher price per ton than cab, according to Texas A&M professor Justin Scheiner, quoting USDA data that cab growers get an average of $1,960 a ton while Mourvèdre goes for $2,100 a ton.
Schaffer said Rhones are meeting market demand for something different, offering a full spectrum from crisp and refreshing whites to light, chillable reds and bigger, bolder wines.
“As consumers look for ‘new and interesting,’ Rhone wines hit that mark,” he said.
The California Walnut Conference, the annual gathering for walnut growers and handlers, is returning with a new date and location for 2026. The event will take place February 19, 2026, at the Turlock Fairgrounds, marking a new chapter in its continued evolution and growth.
The annual California Walnut Conference is presented by West Coast Nut magazine in partnership with the California Walnut Commission (CWC). Together, these organizations have built a forum for information, networking, and solutions for walnut growers and handlers and industry suppliers.
“We know this event has become important to the walnut industry and allied community and hope this more centralized location and new date will help make the conference accessible to additional growers and handlers,” said Jason Scott, Publisher and CEO of West Coast Nut and JCS Marketing Inc.
This year’s conference will include a full day of seminars covering topics important to walnut growers and handlers, including research, production practices, trade developments, advocacy, and market dynamics. Continuing education will be offered eligible sessions.
“The California Walnut Conference is a cornerstone of our efforts to bring the industry together,” said Robert Verloop, Executive Director and CEO of the California Walnut Board and Commission. “We changed the location to Turlock in order to make the conference more accessible for all growers. It provides the opportunity for knowledge-sharing, collaboration, and dialogue that is essential to moving our industry forward into the future. With the challenges and opportunities ahead, this conference helps ensure we are aligned and working toward a strong and sustainable future for California walnuts.”
Based on overwhelming interest from last year, the Poster Board Research Sessions will be expanded in 2026. These sessions feature key findings from walnut industry-funded research in areas such as pest management, irrigation, fertility, varieties and rootstocks, and overall crop production. Researchers will be on hand to engage directly with attendees, answer questions, and provide insights into practical applications for growers.
The Walnut Industry Resource Center—first introduced in 2025—will return with even more nonprofit and government partners offering cost-share programs, educational materials, and grower-focused resources aimed at improving profitability and sustainability on the farm.
Don’t miss this opportunity to connect directly with handlers, processors, and the California Walnut Board and Commission staff to learn more about how the industry is working together to boost demand and increase prices for California walnuts.
Exhibitor and sponsorship registration opens this month. Interested businesses and organizations are encouraged to act quickly to reserve space. For sponsorship or exhibitor opportunities, contact sales@jcsmarketinginc.com.
Attendee registration will also open this month. Growers, handlers, and industry professionals can register at myaglife.com/events.
For more details or to register for this free event, visit myaglife.com/events or walnuts.org.
As global buyers demand proof of sustainable practices, certifications and precision tools
are becoming key assets for vineyard competitiveness (photo courtesy Niner Wine Estates.)
The landscape of winegrape growing is rapidly evolving, presenting both opportunities and challenges. From sustainability trends to shifting market demand, there are several crucial factors that vineyard owners must consider to thrive in today’s competitive environment.
This article features insights from industry experts Audra Cooper and Eddie Urman of Turrentine Brokerage, who share their expertise on market positioning and the growing importance of sustainability certifications.
Oversupply Woes: Navigating Market Challenges One of the most significant challenges facing grape growers is the oversupply of most grape varieties, even in the most recognized growing regions. As market conditions tighten, many vineyards are seeing diminishing returns on crops. This is especially difficult for smaller or independent growers managing older, less productive vineyards.
Replanting is costly. Many growers must decide whether to maintain aging vineyards or invest in the capital-intensive replanting process. Managing costs strategically is essential to ensure operations remain economically viable and aligned with the market.
Growers can consult experts or consider niche grape varieties with growing demand to help diversify their risk and increase their potential for success in the future.
Finding Your Place in the Market In a competitive market, growers must understand their position. Not every vineyard will produce the best grapes in the region, and that’s OK. Some may find success by positioning themselves in the middle tier, offering quality fruit at affordable prices.
The key to success is knowing your value proposition and understanding the needs of buyers. Define what sets your vineyard apart, whether it’s consistency, quality or unique practices. Building transparent relationships with wineries is essential, as helping buyers achieve their goals often results in mutual benefits.
“Being intentional with your vineyard management and knowing your market position can make all the difference in building a sustainable business,” said Urman.
SIP Certified vineyards must meet rigorous standards in water conservation, energy efficiency, pest management and social responsibility, positioning them for long-term market relevance (photo by Beth Vukmanic, Vineyard Team.)
Green Is Gold: Why Sustainability Is Essential Sustainability certifications are now crucial for growers. As consumer demand for sustainably produced products has surged, buyers increasingly seek vineyards that prioritize environmental and social responsibility. What was once considered a “nice-to-have” is now a “must-have” for remaining competitive. Without certification, a vineyard’s marketability could be severely limited, even if their grapes are top-quality.
The global importance of sustainability is evident in markets like Europe and North America, which have long valued sustainable practices. Emerging markets such as China are also increasingly prioritizing sustainability. A 2023 survey by Forvis Mazars found more than 70% of Chinese consumers believe sustainability encompasses reducing pollution and optimizing the living environment, highlighting a growing environmental consciousness. This shift in consumer preferences indicates that sustainability is now a key driver in purchasing decisions worldwide.
In the United States, certifications such as SIP Certified® (Sustainability in Practice) play a vital role. This program focuses on environmental, social and economic sustainability, encouraging best practices in water conservation, pest management and energy use. Vineyards and wineries that achieve SIP Certified demonstrate their commitment to responsible practices, making them more marketable to environmentally conscious consumers.
“Sustainability is no longer optional. It’s now required by many buyers and for staying relevant in the market. If you’re not certified, you’re cutting your potential market in half, if not more,” Cooper said.
“Being intentional with your vineyard management and knowing
your market position can make all the difference in building a sustainable business.” – Eddie Urman, Turrentine Brokerage
Building Trust With Buyers Consistency in grape production is crucial. Buyers rely on growers who can deliver high-quality fruit year after year without significant fluctuations in yield or quality. Focusing on best practices like pruning, shoot thinning and vine health management is essential.
Good management practices not only benefit the vineyard but also build trust with buyers. When growers consistently deliver, they secure long-term contracts, stabilize their income and strengthen relationships with wineries. This trust helps growers navigate market fluctuations and evolving consumer demands.
As market conditions tighten, many vineyards are seeing diminishing returns on crops. Growers can consult experts or consider niche grape varieties with growing demand to help diversify their risk and increase their potential for success in the future (photo courtesy Wolff Vineyards.)
Staying Ahead of Trends As the winegrape market evolves, growers must adapt. It’s no longer enough to take a wait-and-see approach. Successful growers need a clear, long-term plan. Whether investing in new technologies, transitioning to sustainable practices or diversifying crop offerings, proactive planning is essential to stay competitive.
The key to thriving in this market is understanding both your vineyard’s strengths and broader market trends. Growers must be flexible and ready to adjust strategies based on trends like sustainability and fluctuating grape prices.
“Sustainability is no longer optional. It’s now required by many buyers and for staying relevant in the market.” –Audra Cooper, Turrentine Brokerage
Using Innovation to Thrive Technology is revolutionizing vineyard management. Precision agriculture, which uses data analytics to monitor soil health, water use and pest control, enables growers to make more informed decisions about when to irrigate, prune or harvest. These tools improve efficiency and reduce resource consumption, which is critical in today’s sustainable era.
Investing in technologies that promote sustainability, such as water-efficient irrigation systems or eco-friendly pest management, can help growers meet certification requirements while boosting profitability.
As the winegrape market continues to evolve, staying informed and adapting to new technologies and sustainable practices is key. Thoughtful planning, strong relationships and consistent, high-quality production will ensure that growers not only survive but thrive in this dynamic landscape.
Turrentine Brokerage’s Audra Cooper says, “Sustainability is no longer optional. It’s now required by many buyers and for staying relevant in the market.”
For more insights on navigating the winegrape market, you can reach out to Cooper and Urman at Turrentine Brokerage:
• Visit Turrentine Brokerage’s website
• Email: info@turrentinebrokerage.com
Keep an eye out for their speaking engagements, where they regularly share their expertise on market trends and best practices in grape growing. You can also catch them on the Sustainable Winegrowing Podcast (Episode 259 and Episode 269).
By partnering with experts like Cooper and Urman, growers can gain the knowledge and tools they need to adapt and thrive in this ever-changing industry.
References Forvis Mazars. (n.d.). Sustainable consumption of Chinese consumers.https://www.forvismazars.com/group/en/insights/latest-insights/sustainable-
consumption-of-chinese-consumers
Simon-Kucher & Partners. (2024). Sustainability’s new normal:
What 2024 consumers expect.
https://www.simon-kucher.com/en/
/insights/sustainabilitys-new-normal-what-2024-consumers-expect
SIP Certified. (n.d.). SIP Certified: Sustainability in Practice.
https://www.sipcertified.org/
Vineyard Team. (n.d.-a). From Surplus to Strategy: Managing the Grape Market’s Challenges. [Podcast episode #269]. https://www.vineyardteam.org/podcast?id=1146
Vineyard Team. (n.d.-b). Winegrape Market Trends of 2024. [Podcast episode #259] https://www.vineyardteam.org/resources/economic-viability.php?id=1131
Vineyard Team. (n.d.-c). Sustainable Winegrowing Podcast. https://www.vineyardteam.org/podcast/
