25 April 2013 - by -
Avondale’s beloved Proprietor, Johnathan Grieve, was awarded runner-up
for the Green Personality category at the international Drinks Business
Green Awards, which was held at the Ivy in London last night. Avondale
was also a finalist in the Sustainability Award category.
The Drinks Business Green Awards is the world’s largest programme to raise awareness on green issues and reward those in the beverage industry who are leading the way in terms of sustainability and environmental performance.
The Green Personality accolade is awarded to the individual who has excelled in recent years in furthering environmental causes within the industry and their company. The competition for the 2013 Awards was tough and Johnathan was awarded runner up to Italy’s Carlo de Biasi, chief agronomist at Casa Vinicola Zonin. The judges’ feedback was as follows: “Hugely influential biodynamic advocate in South Africa Jonathan Grieve impressed the judges for his attempts to minimise the impact of his business on the environment and also educate others in sustainable viticulture and eco-conscious living.”
Johnathan’s initiatives that contributed towards him receiving this accolade include:
- Johnathan pioneered the BioLOGIC® methodology which incorporates organic, biodynamic & scientific farming principles for a balanced approach that creates living ecosystems.
- Johnathan established an Avondale community organisation, centre and children’s crèche with the aim of uplifting the workforce and greater community.
- Johnathan is an inspirational keynote speaker in large-scale public forums.
- Johnathan introduced the concept of the biodynamic tasting calendar to the wine industry in a unique & innovative way. This campaign, termed the ‘Luna Taste Test’, has since become an Avondale-owned “buzzword” in the industry.