Exploring the Wine and Grape Industry: A Journey of Learning, Listening, and Problem-Solving

As a Pest Control Advisor (PCA) and Territory Manager, I’ve been fortunate to gain exposure to a variety of agricultural sectors, including the wine and grape industry. Initially, my focus was on the tree nut & citrus industry, where I managed thousands of acres and helped growers address challenges like water management, pest control, and cost-saving measures. However, as I continued to expand my role, I started engaging more deeply with the grape industry, and my perspective on agriculture has evolved significantly.

The grape industry is vast and diverse, encompassing everything from raisin grapes to table grapes to wine grapes. Each segment of the grape industry presents its own unique challenges, but they all share a common thread: the need for effective management and sustainable practices. I’ve had the opportunity to attend numerous grower meetings across California, from Napa to the Central Coast, and from the Inland Empire to Imperial Valley. These discussions have provided invaluable insights into the concerns and challenges faced by those in the grape industry.

One of the most significant topics that frequently comes up is water management. Water, of course, is essential for grapevine growth and crop phenology—without it, no crop can thrive. But with California’s ongoing water restrictions and the pressure of regulations like Sigma, water is becoming an increasingly limited resource. As a Territory Manager, I’ve seen firsthand how sustainable farming practices and water conservation solutions can make a real difference for growers. It’s been a rewarding part of my job to provide these solutions and help make farming operations more efficient and cost-effective.

The market share and pricing pressures also pose significant concerns for grape growers, much like those in other sectors. Prices may fluctuate, but the cost of labor, materials, and production tends to remain high. This makes it difficult for many growers to maintain strong Integrated Pest Management (IPM) programs while also managing their budgets effectively. As growers are dealing with these pressures, it’s crucial that we, as industry professionals, continue to offer cost-effective solutions that don’t compromise on quality.

One of the key pests impacting both the wine grape and table grape industries is the Vine Mealybug. I’ve been involved in implementing IPM solutions to control these pests, using tools like mating disruption and climate monitoring systems to help monitor and reduce pest populations. By offering growers these tools, I’m not only helping to protect their crops but also contributing to more sustainable practices that benefit the entire ecosystem.

Over the years, I’ve learned that, despite the differences between conventional, organic, dry farming, and regenerative farming practices, the grape industry is united by one common goal: to produce the best possible product while overcoming the challenges that arise. One of the most exciting aspects of working with the grape industry is the prestige and history that surrounds grape production. I’ve seen how carefully planned and executed decisions, from planting to harvest, result in a product that is as much an art as it is a science.

What excites me most is the opportunity to learn from industry experts—from viticulturists and PCAs to farm managers and CEOs. These professionals bring their unique perspectives, challenges, and solutions, and I’ve learned that there is always something new to discover. Every meeting, every conversation, is an opportunity for growth. The grape industry is constantly evolving, and staying informed is key to staying ahead.

As a Territory Manager, I feel privileged to be a part of these conversations and to offer my expertise. My role is about more than just providing solutions—it’s about listening, understanding, and collaborating to help growers overcome their challenges. Whether it’s through integrated pest management, water management solutions, or simply offering guidance and support, my goal is to help the wine and grape industry thrive.

Ultimately, this article reflects not just the challenges the industry faces but the collective efforts required to address them. Sustainability, innovation, and collaboration are at the heart of the solutions we need to keep this industry growing. I am excited to continue learning, contributing, and being part of an industry that produces something as celebrated as wine.