Growers’ attitudes towards organic certification: the case of Central Otago, New Zealand

Abstract

New Zealand viticulture has long been characterised by sustainable grape growing practices as promoted by Sustainable Winegrowing New Zealand (SWNZ) as well as by Organic Viticulture. Central Otago has hereby achieved the highest proportion of Organic Certification with 30% of vineyard area under organic production compared to 4% in Marlborough, NZ’s biggest viticulture area. While this success has positively shaped the quality perception of Central Otago wine as well as contributed towards lowering inputs in the vineyard systems, the uptake of Organic Certification has slowed down. A deeper understanding of enablers and barriers for organic certification and management is therefore pivotal to further increase the organic grape production and to support growers in their decision making. This extensive qualitative study interviewed 39 key informants from 29 companies that represent 80% of planted area under conventional, organic and transitional management in Central Otago. The results uncover enablers and barriers across natural, social, human and physical capitals in this region. Particularly the limited suitability of soil characteristics, lack of knowledge or practical experience, negative peer pressure, and doubts about organic practices delivering environmental sustainability were highlighted by the growers and are amongst the factors that certifiers and regional grower organisations may need to address to achieve an increase in Organic Certification. Given the diverse growing and production conditions of Central Otago, the recommendations derived from this study may translate to other viticulture areas that experience similar challenges and opportunities and can therefore support the uptake of organic vineyard management or other sustainable practices.