Established in 1959
ISSN 1713-5362 ISSN 2817-500X
Vol. 66, No 2
Spring Issue | April 2025
Publisher/Editor
Yvonne Turgeon
Associate Editor Ronda Payne Design
Mishell Raedeke
Contributing writers
Leeann Froese, Kelly Josephson, Lia McKinnon, Ronda Payne, Paul Pryce, Peter Simonsen, Monique Tamminga, Yvonne Turgeon
Contributing photographers
Jarusha Brown, Gail Nelson, Ronda Payne, Monique Tamminga, Yvonne Turgeon, Barb Wild
WOrchard & Vine Magazine is published six times a year and distributed by addressed mail to growers, suppliers and wineries in the Okanagan, Kootenays, Fraser Valley, Lower Mainland, Vancouver Island, Washington State and across Canada.
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hen the BC Fruit Growers’ Association began planning their AGM, “Stronger Together” wasn’t just a hopeful theme—it was hard-earned. As president Peter Simonsen said, “The land is doing well, but the farmer not so much.”
After a year of relentless setbacks, fruit growers had banded together, rallied in Osoyoos and pushed for real support. Their message landed. When the AGM rolled around, long-awaited funding had finally started to arrive.
However, by the time the fruit growers gathered, the “Stronger Together” theme had taken on new meaning. It echoed in the cross-border wine vintage, where Canadian wineries partnered with American grape growers to fill the gaps left by widespread winter damage to B.C. vineyards. And it rang louder still in the national response to new U.S. tariffs, as trade tensions stirred a renewed sense of Canadian sovereignty and support for local food. Backing our growers, we’re reminded, isn’t just patriotic—it’s practical.
The same call for unity opened the AGM, when Massimo Bergamini, executive director of the Fruit and Vegetable Growers of Canada, addressed the challenge of organizing across Canada’s fragmented geography and commodity mix. It’s not easy to find a common thread in such a diverse and regionally spread industry. But one thing has proven to bring voices together: storytelling. “The stories that broke through resonated with the real world—and that matters,” he said. His message to producers was clear—use your day-to-day experience to shape policy, build understanding and press for the change you deserve.
The spirit of collaboration isn’t just showing up at rallies—it’s happening behind the scenes, too. The cross-commodity leadership project is bringing the fruit and grape sectors to work together on shared priorities like labour, logistics and market access. Founded by five key partners—including the BC Fruit Growers’ Association, BC Cherry Association, BC Grapegrowers’ Association, BC Wine Grape Council and the Okanagan-Kootenay Sterile Insect Release Program—the project provides a way to align on common goals.
“Collaboration can definitely be challenging,” says project director Kellie Garcia, “but the alternative just isn’t an option anymore. We really do have to work together to address the challenges we’re facing.”
That same ethos resonated during the Vancouver International Wine Festival, as Canada’s longest-running international wine event welcomed the West Coast, from both sides of the border. Global wine educator Elaine Chukan Brown captured the moment in her opening remarks, “The Vancouver International Wine Festival from its founding has been about that same connection, that same collaboration, that same partnership... to support each other, to find new connections and to celebrate.”
In fruit and in wine, the industry moves forward on connection, shared goals—and the stories that bring us together.
— Yvonne Turgeon, publisher yvonne@orchardandvine.net
BY DAN PASZKOWSKI, CEO, WINE GROWERS CANADA
Canada’s economy faces increasing threats from global instability, especially with ongoing U.S. tariff issues looming. To build resilience, we must shift our focus inward and dismantle the internal trade barriers that hold us back.
One prime example is our wine industry. Despite producing highquality wines, on average, premium VQA Canadian wines represent less than a nine percent wine sales market share across Canada. Worse, 50 percent of Canadian provinces have less than a two percent VQA wines sales market share. This imbalance has been perpetuated by provincial trade barriers that limit market access, hinder winery growth and restrict wine tourism. We’re missing out on significant economic opportunities.
Progress has been made. In 2012, MP Dan Albas’ Bill C-311 allowed personal interprovincial wine imports, a step towards direct-to-consumer (DTC) shipping. More recently, a federal-provincial task force explored a national DTC system. However, we still lack a comprehensive framework.
The March 5, 2024, First Ministers’ meeting marked a turning point. Eight provinces and one territory committed to allowing interprovincial DTC
alcohol sales. But implementation is key. We must ensure provincial tax revenue protection doesn’t derail this progress. Provincial levies need to be reasonable and transparent, ensuring Canadian wines stay competitive with imports. Excessive taxes will simply price our wines out of the market.
The Alberta-B.C. reciprocal DTC wine agreement, launched on January 6, 2025, is a promising model. It proves that interprovincial cooperation is possible.
Canada’s wine industry, with over 600 wineries, has the potential to be a major economic driver. Removing trade barriers will create new revenue streams, thousands of jobs and stimulate innovation across retail, logistics and hospitality.
This isn’t just about wine. Breaking down trade barriers strengthens our entire economy, fostering selfsufficiency and resilience against global volatility. Expanding internal markets is crucial for a robust future.
With eight provinces and one territory committed to DTC alcohol delivery, we must streamline the process. We need to avoid complex provincial laws and excessive fees that restrict consumer access and hurt producers. A “Team Canada”
approach is vital, educating consumers about local products and building a loyal customer base.
Eliminating internal trade barriers in the wine sector sets a precedent for other industries. The benefits are clear: expanded market access, increased provincial revenues, greater consumer choice and a stronger economy.
Now is the time for action. Leaders like Minister Anand and Premiers Houston and Ford have shown the way. Other provinces must follow quickly.
Let’s unlock our economic potential. Let the wine industry lead the way to a more connected and prosperous Canada. As our First Ministers have said, we must act now. Removing these barriers will benefit businesses and build a stronger, more resilient nation, less reliant on external forces.
The choice is ours. Let’s choose Canada. ■
Abbotsford