REGIONAL COOPERATION

by Jessica Zimmer

Throughout 2022, regional growers’ associations helped Michigan’s wine industry grow stronger, address climate change, and improve wines of all types. “The Michigan Wine Collaborative (MWC) has a goal to host more social events. Our resources are very limited. We are encouraging wineries, growers, and affiliates to join the Collaborative so we can acquire the funding and capabilities to be able to hold more networking and educational events. The kinds of get-togethers at the local level can make a huge difference,” said Emily Dockery, executive director of the

Michigan Wine Collaborative.

Dockery said it is extremely valuable for growers to be able to come together during the COVID-19 pandemic. This is especially true for growers who lean on one another for equipment, labor, and advice from industry veterans.

“The growers’ socials for the Michigan Grape Society (which covers southwest Michigan)...are a phenomenal example of how the industry comes together to collaborate. They provide a significant source of support to the SW Michigan grape and wine industries,” said Dockery.

Dockery added the Collaborative is always interested in hearing from the regional associations about new agricultural research, concerns in the field like pests, and which wines are earning awards and recognition.

“In addition, we ask growers to share information about socials to which buyers and sommeliers are welcome. Invitations are a way to raise awareness and create emotional connections for new winery guests and customers, such as restaurants,” said Dockery.

Growers’ associations take various forms. The Northern Michigan Straits Area Grape Growers Association, which promotes agriculture in the northern lower peninsula of Michigan, aka the Tip of the Mitt, is a 501(c)(5) nonprofit. Contributions from its members and supporters are not tax-deductible. In contrast, Parallel 45 (P45), which sustains the northwest Michigan vineyard and winery industry, is a 501(c)(3) nonprofit. Contributions from its members are tax-deductible.

Regional growers' associations are similar in that each seeks to promote vineyards and wineries in its area. An association typically holds one event per month, said Tom Petzold, former chair of the research and education committee for the MWC.

“As an example, P45 has become a forum for everyone from beginners and enthusiasts to individuals who cultivate 20 acres of wine grapes. Its educational and social meetings are called “First Fridays.” They usually take place at a vineyard or winery,” said Petzold.

One of the purposes of P45 is to share growers’ input with the Northwest Michigan Horticulture Research Center. This 100acre Michigan State University center and agricultural station in Traverse City focuses on cherries, apples, and hops.

“P45 is one of the primary clients of the research center, where one staff member is dedicated to our industry. Funds meant for wine grape cultivation could be misappropriated if the center doesn’t constantly get input from growers. The educational, social gatherings are a way for the growers’ association to gather that input frequently and regularly,” said Petzold.

Andy Fles, current president of P45, is proud this organization is one of the larger regional growers’ associations in the state.

Emily Dockery

Andy Fles, current president of P45, is proud this organization is one of the larger regional growers’ associations in the state.

“We were founded in the late 1990s and are funded through membership dues. We currently have two social networking meetings a year, the Orchard and Vineyard Show in January, which started as an apple and cherry-focused event, and the Spring Kickoff meeting in April. We also hold monthly membership meetings May through August,” said Fles.

Fles said the monthly meetings typically members. draw between 60 and 90 dues-paying

“We started meeting in person again in our members to learn from one another. and enology practices, fruit leases, purchase, and job openings,” said Fles.

May 2021. The opportunity to talk allows Topics include new research on viticulture pooling resources for an equipment

Fles said a highlight of P45’s parties is the presence of at least 60 bottles of wine to try.

“That’s what happens when you’re grower and producer-supported,” said Fles.

Amy Birk, president of the Michigan Grape Society, said this growers’ association also includes juice grape growers.

“Our big event, which usually attracts between 150 and 200 people, is the Viticulture Field Day in July. That’s when we invite various speakers from Michigan State University and other universities to talk about the latest innovations in agriculture and vineyard work,” said Birk.

Viticulture Field Day is hosted by Michigan State University’s Southwest Michigan Research and Extension Center in Berrien County. The association’s Southwest Michigan Horticulture Days, a two-day event in February, are also popular.

“We have speakers from all over everything from wine grapes and vegetables,” said Birk. the country. They address and blueberries to tree fruits

A Michigan Grape Society’s involves dinner and a speaker who gives a 45-minute talk. monthly growers’ social typically

“We encourage social distancing at all our events and require masks at our indoor events. About 30 growers usually come to our monthly socials. The regular events are for sharing wine, dinner, and learning from one another,” said Birk.

Birk added she always invites representatives from the Collaborative to any event the Michigan Grape Society hosts.

“It’s so important to get people together safely, especially after having to take a pause for most of 2020. From that experience, we learned outdoor events are the best. Growers respond very well to in-field education. It’s more familiar than

staring at a screen,” said Birk.

Birk added the Michigan Grape Society is recording more events. It is offering the option to attend over Zoom for members and guests who may not be able to come in person.

Brian Lillie, vice president of the MWC, said one topic the Collaborative has encouraged attendees at regional association meetings to discuss is how to brand Michigan wines.

“People have an idea, an expectation, and a trust associated with wines from the Finger Lakes American Viticulture Area in New York and the various AVAs in the Napa Valley. The MWC is looking for feedback from growers across the state on what qualities the term “Michigan wine” should convey,” said Lillie.

With help from growers and enthusiasts, the MWC seeks to increase awareness in a manner similar to “Pure Michigan,” the state’s tourism campaign.

“We’re looking for information about the wines that trigger emotions and memories of trips to wineries and vineyards. Anyone who’s attending regional growers’ association meetings and wants to share about how to do that in Michigan, please reach out to us. The way you’ve educated enthusiasts and other growers at monthly meetings and big events so far has been a great start,” said Lillie.

ABOUT THE AUTHOR

Jessica Zimmer is a news reporter, attorney, and educator based in northern California. She has worked in journalism for over 20 years. She covers a wide variety of industries, including alcoholic beverage production, transportation, law, and the arts.