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

Jonathan Rouse

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 &
Trent Ball, Yakima Valley College

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
Benoit Gauthier, Winemaker & Vineyard Manager, Noble Ridge Vineyard & Winery
Felix Egerer – Vineyard Manager, Tantalus Vineyards
Marine Bos
Katie Pease, Sustainable Winegrowing BC

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
Natalie Janssens, Director of Programs, Investment Agriculture Foundation of BC
Danielle Synotte, Executive Director, BC Agriculture Council

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