A needs assessment of the Umpqua Valley wine grape industry in 2001 revealed the greatest impediment to our sustainability was a lack of coordinated marketing. By working together creatively, board members developed successful marketing strategies and effective ways to fund their strategies. After 3 years, survey data revealed that the number of visitors at participating wineries increased by 35% and wine sales increased 40% on average. Fundraising events contributed $90,000 for marketing, and seven new wineries and 11 new vineyards were established. This proves that sustainable programs can be home grown in a cooperative environment.
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Renquist, S. B. (2007). Creative Marketing for a Small Wine Grape Region. The Journal of Extension, 45(6), Article 20. https://tigerprints.clemson.edu/joe/vol45/iss6/20