WINE NEWS: ORNELLA VENICA ‘THE CONCEPT OF ENVIRONMENTAL SUSTAINABILITY IN WINE MUST BE COMMUNICATED AND MADE PROFITABLE’
Taking stock of the state of the art of the VIVA – Sustainability in Wine Growing in Italy project, once again from VINITALY, is ORNELLA VENICA, who in WineNews focuses attention on a fundamental issue: the perception of the concept of sustainability among consumers, often confused with that of organic.
“….. it is true that VIVA was born as a project to protect and respect the environment, but wine is still an agricultural product, so it is essential that it be sustainable, also to become a tool for promoting our territory. And this,’ says Ornella Venica, ‘is the first objective, which we have achieved. The second is to ensure that young people perceive the concept of environmental sustainability when talking about wine: the consumer is still not able to understand what sustainable wine, or winery, means, mistakenly speaking of organic or biodynamic wine, which is in any case very valid, but in the context of Viva the environment comes first, then we also talk about diversity and the vineyard, and therefore agricultural management, which can also be organic or biodynamic …..’
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