California grapegrowers participating in a sustainability workshop

Consumers begin to grasp 'Sustainability'

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"Sustainability" has become a hot topic among members of the U.S. wine industry, with more and more vintners and growers embracing sustainable practices. But what does sustainability mean to consumers, and is there truly a market for sustainable products?

Kate Peringer, marketing communications manager for The Hartman Group, will present the results of a study ("The Hartman Report on Sustainability: Understanding the Consumer Perspective") on this subject at the Sustainable Ag Expo, scheduled for Nov. 1-2 in Paso Robles.

According to Blaine Becker, Hartman's director of marketing and communications, American consumers are willing to pay more for sustainably produced products.

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