In a career that has matured alongside the vines shaping British Columbia’s wine landscape, Miles Prodan has spent 14 years guiding the industry through its growth and challenges.
From navigating the complex and ever-changing regulations of the Canadian alcohol beverage market to championing the industry’s success locally, nationally and internationally, his leadership has been defined by both passion and perseverance. His perseverance has been crucial in policy and advocacy efforts, while his passion has driven the promotion and elevation of the BC VQA certification and the growth of the Wines of BC brand and provincial wine tourism.
Prodan joined Wine Growers British Columbia (formerly the BC Wine Institute) in 2010, bringing 30-plus years of experience in destination marketing, extensive knowledge of the B.C. agri-tourism industry, and a background in working with member-based trade organizations to the role.
As president and CEO, Prodan has been instrumental in shaping the future of B.C.’s wine industry. Under his leadership, what began as a vision has evolved into an internationally recognized region, attracting over 1,000,000 visitors annually and generating $600 million in tourism-related economic impact. The industry contributes $3.75 billion to the provincial economy, marking a 35.5 percent increase from 2015 and an impressive 86.7 percent growth from $2 billion in 2011.
Josie Tyabji, managing partner at Gneiss Wines in Oliver, B.C., and chair of the organization when Prodan joined as executive director, reflected on his leadership and collaborative approach.
“Miles engaged and led a team of dedicated professionals while working tirelessly with industry stakeholders to develop and implement strategies that drove the B.C. wine industry to gain premium market share against the rest of the world in our marketplace,” she says. “With a broad and diverse membership, along with numerous federal and provincial organizations, collaboration and communication were key to moving the industry forward in times of change.”
Under Prodan’s leadership, the B.C. wine industry has celebrated numerous achievements, including:
Market share growth: A 6.4 percent increase in provincial BC VQA market share.
Economic impact: Elevating the B.C. agriculture-based wine industry to a $3.75 billion contributor to the provincial economy.
Retail success: Transitioning BC VQA wine stores to a grocery model, creating a $20 million wholesale channel.
Tourism revenue: Driving B.C. wine tourism, resulting in over 1,000,000 visitors and $750 million in tourism and tourism employment-related economic impact annually.
International recognition: Boosting the number of awards won by B.C. wineries at global wine competitions.
Prodan’s tenure is also marked by key milestones including: the establishment of official sub-GIs which highlight the growing recognition of B.C.’s diverse terroir; the development of the Wines of BC Ambassador Program, certifying hundreds of ambassadors each year ensuring B.C. wine is promoted as a premium wine category amongst trade, media and industry; the launch of the Industry Recognition Awards, and the Wine BC 2030 Long Term Strategic Plan to respond to overarching issues and identify opportunities to sustain the B.C. wine industry for decades to come. Additionally, Prodan cultivated strong relationships with tourism boards and government bodies, positioning B.C.’s wine industry as a world-class wine destination.
While vintners weathered the storms, Miles navigated the headwinds of political and regulatory challenges. A hallmark of his leadership has been guiding the industry through difficult phases, from trade disputes and the global COVID-19 pandemic to extreme weather events, all while advocating for government support to sustain the sector during these crises.
Reflecting on his impact, Christa-Lee McWatters, a past WGBC board chair, respected industry leader and daughter of B.C. wine pioneer Harry McWatters, shares.
“Miles’ leadership over the past 14 years has been nothing short of transformative for Wine Growers BC,” she says. “His passion for the industry and ability to foster strong relationships have driven the success and global recognition of B.C. wines. As he steps into retirement, we celebrate not only his many accomplishments but also the lasting impact he’s had on our growers, winemakers and the entire wine community. His legacy will continue to inspire the future of the B.C. wine industry for years to come.”
Prodan’s tenure concludes at the end of this year, ushering in a period of transition for WGBC as the organization continues to focus on adaptation and resilience, building on the strong foundation established under his leadership.
“The dedication and loyalty of the WGBC staff has always amazed me and is something I will always cherish,” says Prodan. “With this exceptional team and dynamic wine community working together towards a common goal the B.C. wine industry is poised for a bright future.”