March 7, 2022 – Virtual & In Person
|8:15 AM – 8:25 AM||Check-In|
|8:30 AM – 9:10 AM||Welcome
Association Updates: WGBC, BCWA, BCWGC, BCGGA
|9:10 AM – 9:40 AM||Presentation: The Right Amount Campaign
Dan Paszkowski, President and CEO, Wine Growers Canada
|9:40 – 10:00 AM||Break|
|10:00 – 11:00 AM||Presentation: BC’s Position in the Canadian Market with Key Insights from Wine Intelligence’s BC Wine Regional Health Tracking Survey
Richard Halstead, COO Insights, Wine Intelligence
|11:00 AM – 11:30 AM||Presentation: 2021 Retail Sales Trends and Landscape Report
Mike Procopio, Executive Director, Retail – BC Liquor Distribution Branch
|11:30 AM – 12:00 PM||Presentation: Innovation and R&D – Supporting Creative Destruction in Beverages
Wesley Peterson, General Manager, BC BTAC
We will be reviewing some of the new products, trends and changes to the beverage sector over the last few years, with a focus on where and how we can assist the BC Wine Industry with their Innovation and R&D needs going forward.
|12:00 PM – 12:10 PM||Update: Okanagan College Vineyard Establishment and Sustainability Micro Credential Program
|12:10 PM – 12:20 PM||Update: UBC Wine Sector Co-op Program
Katarina Vucic and Jamie Snow, University of British Columbia
|12:20 PM – 1:20 PM||Lunch
(1:00 PM) Keynote Address: Minister of Agriculture, Food & Fisheries
Honourable Lana Popham
|1:30 PM – 2:30 PM||Keynote Speaker Session: The Makings of a Strong Team – Workplace Mental Health, Recruitment and Retention
Charmaine Hammond, My Workplace Health
Right now, so much is beyond our control that keeping it simple and focusing on what matters can be a good strategy. How do we cultivate a healthy and positive culture in this new work environment? This session will talk about the importance of psychological health and safety and mental health in the workplace and address workplace anxiety, in particular that induced by uncertainty about the future, Covid-19 and the environment (eco-anxiety). This interactive webinar will ensure time for participant questions
|2:30 PM – 3:15 PM||Speaker Session: Growing Forward: How BC can Compete for the Global Visitor and Chart the Path Toward Recovery
Maya Lange, VP Global Marketing, Destination BC
As COVID restrictions ease and mobility increases around the globe, destinations will face their fiercest competition for visitors yet. In this session, Maya will share expectations for tourism in 2022, the latest research and what it means for consumer expectations and BC’s response, and how wineries can align with Destination BC’s marketing plans so we can compete together to win.
|3:15 PM – 3:30 PM||Break|
|3:30 PM – 4:15 PM||Crisis Communications and Reputation Management
Deirdre Campbell, President, Tartan Bond
Issues management and crisis communications plans are critical tools for protecting your winery and the reputation of your wines and industry. This session will cover the essential elements of how to plan for that inevitable crisis situation or natural disaster, how to respond on behalf of your businesses, best practices in authentic and transparent communications during high pressure situations and the resources available to you so that you can prepare yourselves and your teams. It will also touch on working with media and industry partners to ensure the right information is communicated through the most effective channels when your customers and industry need it most.
|4:15 PM – 4:30 PM||Closing Statements and Day Two Reminder|
|4:30 PM – 6:00 PM||Networking Soiree in Kelowna Yacht Club Member Lounge|
March 8, 2022 – Virtual
|8:45 AM – 9:00 AM||Check In|
|9:00 AM – 9:05 AM||Welcome Back|
|9:05 AM -10:05 AM||Keynote Speaker Session: 10 Strategies for Business Growth & Resiliency with Indigenous Partnerships
Mallory Graham, Indigenous Business Coach, Tribal Trade Co.
Learn the biggest mistakes you don’t realize are preventing opportunities with Indigenous stakeholders, and limiting the growth potential of your business. You’ll leave this session with the most common mistakes, and solutions Indigenous ally’s struggle with and ten actionable steps to grow your business with Indigenous partnerships.
|10:05 AM -10:25 AM||Break|
|10:25 AM – 11:25 AM||Presentation: Key Insights, BC Export Guides
Arnica Rowan & Darcen Esau, Terroir Consulting
A top priority for Wine Growers BC is to build and promote a World Class Brand, including developing market-specific export strategies and promoting BC wine internationally. In this presentation, Terroir Consulting will share Wine Growers BC’s new market intelligence reports and step-by-step exporting guides for six international export markets: Denmark, Norway, United Kingdom, Hong Kong, Seattle, and New York. BC wine producers will learn how to use the reports and guides to evaluate international export market opportunities, understand specific market consumer needs, and navigate export processes for each target market. Key recommendations will give producers a broad understanding of the factors necessary for success in each export market.
|Speaker Session: Plant Health and Economic Impact of Viruses – How to Address the Problem
Dr. José Ramón Úrbez-Torres, Agriculture and Agri-Food Canada Summerland Research and Development Centre &
Dr Urbez-Torres is an expert on viruses in BC vineyards and the impact they have on vine health and grape quality. Washington State wine grape industry is ahead of BC in the applied research, Trent Ball has conducted research on the economics of rogueing vs vineyard replacement as methods to control grapevine viruses and maintain high quality grapes.
|11:25 AM – 11:45 AM||Break|
|11:45 AM – 12:45 PM||Workshop: Digital Marketing Strategy, Where to Place Digital Marketing Dollars to Sell Wine in 2022
Conner Galway, Junction Digital
Digital marketing offers us an overwhelming menu of options to share stories, build communities, promote our brands and drive sales. But with so many great tools out there, why aren’t more of us thriving online?
For the majority of businesses, the answer is not that they need to do more – in fact, most of us need to focus our energies on less. In this session, you’ll hear how some brands have been able to significantly increase their results while freeing up resources by simply focusing on what’s most valuable to their guests, and to their businesses. You’ll learn how you can apply the same lessons to your own business to figure out where you should place your time, resources and dollars to get the results that your business needs this year.
|Sustainable Winegrowing British Columbia Workshop: Creating a Vineyard Management Plan w Sustainable Winegrowing BC
Severine Pinte, Winemaker/Viticulturist, Le Vieux Pin Winery/ Lastella Winery
This session will focus on how to create a Vineyard Management Plan (VMP) as outlined within the standards for the SWBC certification program. Attendees will leave with an understanding of what components make up the VMP, what resources are available to assist, and insights from certified members about their approach to development, implementation, and eventual certification.
|12:45 PM – 1:45 PM||Lunch|
|1:45 PM – 2:45 PM||Aligning the BC Wine Industry with 2030 Reduction Targets
Hans Buchler, Chair, Canadian Grapevine Certification Network
The Government of Canada has set a clear ambition – exceeding the target of cutting greenhouse gas emissions by 30 per cent below 2005 levels by 2030, and towards net-zero emissions by 2050. Learn about how the agriculture sector is positioning to address climate change in BC and how the wine and grape industry is participating in farm-focused research known as “Living Labs” under the Agricultural Climate Solutions program.
|2:45 PM – 3:05 PM||Closing statements|