Precision Viticulture Controversy

April 13th, 20071:54 pm @ Josh Hermsmeyer


My last post on precision viticulture sparked some interesting discussion in the comments. I thought it was great, and the opinions voiced are certainly indicative of the majority of the industry so I thought I’d highlight them here.

The first comment was by my friend Morgan, who is currently working on building his own new winery in Sonoma, and he suggested that boots on the ground provide enough information to make vineyard management decisions.

I am not convinced man. I can understand the possible need for something like this in a large vineyard with many swoops and swales (i am thinking of beringer’s huge vineyard on the sonoma side of the petaluma gap), but in a small vineyard aren’t most of the functions provided unnecessary and/or simply what a good vineyard person should be able to do and know?

Someone from La Gramiere, founded by a couple of American expats who just released their first vintage (congrats!), also chimed in and suggested essentially the same thing, just in a slightly less friendly way.

Josh, ever consider spending more time walking around your vineyards? 17 acres isn’t that much ground to cover. Human observation can be quite useful, much cheaper and it’s much more pleasant to spend your time in the vineyards than in front of your computer… Just a thought, from a simple grape farmer. I’ll admit I scrolled up to the top of the post to check the date, making sure it this wasn’t another April fools post. I guess we’re just in two different worlds.

Morgan and whomever commented from La Gramiere make a good point. PV can never replace actually being out in the vineyard looking, touching and tasting and I would never suggest that anyone try and manage their vineyard using remote sensing and GIS software to the exclusion of traditional farming. That would be ca-razy!

But I do think that augmenting your farming with some geo-referenced data collection can be of tremendous benefit to folks who already use conventional techniques and best practices.

It is interesting to note that even in Australia, the birthplace of PV, most grape farmers there think along the same lines as Morgan and La Gramiere as evidenced by this survey commissioned by the Cooperative Research Centre for Viticulture. In the Executive Summary the authors note that

Despite the fact that all of the grape growers interviewed said that there was variability in grape yield and quality within their vineyards; few growers used PVT in planning the management of this variability. This is because most of the growers were satisfied with the way they were managing this variability using alternative techniques, and they saw little
advantage in managing their vineyards at more detailed level at this stage.

At this point I don’t think that anyone familiar with it doubts that PV is useful. It’s been shown to have a positive ROI by Bramley for instance. So while the reasons for the slow adoption vary, most of it has to do with the costs associated with data collection.

It’s pretty simple: if something costs a lot, even if it delivers great ROI, most folks are going to pass. Most people are risk averse – especially farmers. We specialize in trying to mitigate risks, not introduce new ones into our lives. My post was an attempt to address this high cost problem.

But if cost is no longer an issue ($4500 isn’t that much in the grand scheme of things) what’s the hang up? I suspect it is either A) Folks are happy with their current level of quality or B) Folks are uninformed about the value of PV.

I would argue that we should never stop trying to increase quality, so A doesn’t strike me as a particularly good rationale, especially in our ultra competitive industry. It has to explain part of the slow adoption rate though.

Or maybe I’m wrong. Maybe folks really don’t know that PV can help improve grape quality, especially in vineyards with large variability (like ours). Fortunately that’s easily remedied with some reading and research, but it will take a little effort. And while that might not be quite as easy or fun as taking a stroll in the vineyard, few things worth doing are.