We always discuss farming and winemaking, but little is said about sales. Sales should not be ignored because to be green, you have to make a profit. With no margin, there is no mission.

As crucial as our farming is, convincing other farmers that there is a method to all this madness is essential. A holistic farm has to combine regenerative agriculture with holistic sales. All of our work on our farm is irrelevant if we can’t turn a profit. That means a focused sales strategy reflecting the intensity and intentionality we put into our farming and winemaking.

Holistic sales start with authentic wine with a transparent provenance. The most effective way to communicate your standards is by certification. At Troon Vineyard and Farm, our Demeter Biodynamic®, Regenerative Organic Gold Certified®, and CCOF Organic certifications confirm the integrity of our work.

Confusing consumers are the sustainable greenwashers who dilute the regenerative agriculture message and mission. Some regions claim sustainability but allow Round-up and an arsenal of other chemical cures — the damage they do more than offsets those with good intentions.

The distribution market is a hodgepodge of state laws and regulations designed to ensure tax collection and protect large wholesale companies — not protect consumers. Fortunately, the continued consolidation of wholesalers into multi-state behemoths has created an opportunity for small distributors specializing in biodynamic and organic wines. Every state has a growing list of independent wine shops, wine bars, and restaurants with that same vision. Their businesses are supported by an increasing customer base that cares equally about quality and products produced with the Earth in mind.

This is the holistic wine sales market. Dedicated winegrowers, distributors, retailers, and consumers work in unison to make it possible for biodynamic and organic farms to survive and prosper — while farming like the world depends on it.

In this episode of Troon Talk, we discuss with Director of Sales Nate Winters the market for naturally crafted wines and the work of bringing them to consumers seeking these wines throughout North America.