Mendocino seeks more recognition

Wines & Vines, July, 2005

And speaking of denomination of origin ... Mendocino County grape growers and wineries have agreed to tax themselves in order to launch a county wine commission to promote Mendocino grapes and wine.

The county has almost 16,000 acres planted in winegrapes, with some 25% of that certified organic. Total grape production is almost 60,000 tons annually, with a crop value of $70.3 million dollars.

Vintners and growers are apparently fed up with playing second fiddle to Sonoma and Napa counties. A bill setting up the commission is making its way through the state legislature. The plan is unique in that it involves both growers and wineries.

About 150 growers and winery representatives backed the proposal during a recent meeting at the old Parducci winery in Ukiah, now owned by the Mendocino Wine Co. Backers of the move say that about 75% of Mendocino grapes are now sold to Napa and Sonoma county wineries, yet they usually don't earn the prices paid to growers in Napa and Sonoma.

"We've got the grape quality, but we don't get the price. It's time for Mendocino to market Mendocino," Tim Thornhill, a Ukiah Valley grape-grower and chief financial officer for Mendocino Wine Co., told the Santa Rosa Press-Democrat.

The assessment would raise about $650,000 annually to promote Mendocino grapes and wines, Thornhill said. It will cost growers and wineries that own local vineyards about $10 for each ton of grapes they produce. The money would be spent on marketing campaigns, special events and other tactics aimed at drawing more attention to Mendocino wines.

Several regions in California and across the U.S. already have set up associations to promote regional wine and grapes.