Across British Columbia, five member-based associations play a key role in guiding and supporting the province’s wine industry. While each group focuses on a different facet of the sector—from growers to wineries, covering research to marketing to advocacy—they are united by a shared commitment to advancing B.C.’s wine and grape industry.
In summer 2024, these five associations (the BC Wine Grape Council, Wine Growers British Columbia, BC Grapegrowers’ Association, BC Wine Authority and the Wine Island Growers Association), in partnership with B.C.’s Ministry of Agriculture and Food, came together to create the BC Wine Grape Industry Task Force. Designed as a two-year initiative, the group was established by industry, for industry, to help shape the future of B.C.’s wine sector through unity, strategy, action and shared purpose.
To ensure it reflects industry’s overall priorities, the task force is governed by an advisory committee with representation from each of the five industry groups.
“The task force unites a network of leaders working to strengthen B.C.’s wine sector,” says Kate Durisek, executive director of the BC Wine Grape Council. “The vision is a prosperous and sustainable B.C. wine grape ecosystem that ultimately ensures a thriving, agriculture-first industry set up for success for future generations.”
Sustainability in the wine industry goes beyond environmentally conscious business practices. It also means building the systems and relationships needed for long-term industry resilience. With over 12,000 acres of vineyards in British Columbia, either operated by independent growers or tied to one of the province’s 300-plus licensed grape wineries, there are many voices shaping the future of the industry. Broad input from the sector and ultimately alignment of those voices is central to the success of the task force.
“Getting a vision like this off the ground takes time and most importantly, industry engagement to build trust,” says Abbie Morris, program manager, of the task force. “We had to start with active listening and gathering voices from people willing to dedicate their time and expertise to the task force’s advisory committee. We identified core values early on as collaboration, transparency, trust and adaptability which now guide every aspect of our work.”
Phase one of the task force focused on developing a shared strategic plan, aligning goals across associations and establishing a strong governance framework. For phase two, the group is creating dedicated working groups to lead efforts in six strategic areas: data strategy, climate resilience, market development, organizational alignment, business economics and long-term strategy. Each group will develop and implement action plans and submit project proposals to the advisory committee. The focus will be on delivering coordinated, high-impact projects that build momentum and create meaningful progress for B.C.’s wine grape industry.
“The task force is an opportunity to unite our strengths and collectively shape the path forward,” says Jeff Guignard, CEO, Wine Growers BC. “Through collaboration, we’re setting the foundation for long-term success and a stronger future for B.C. wine.”
Find out more about the Wine Grape Industry Task Force, get involved through bcwinegrapeindustry.com and explore more about other aspects of committee initiatives of Wine Growers BC at winebc.com/industry.
Kelly Josephson is the communications manager for Wine Growers BC which represents the interests of B.C. wineries dedicated to producing 100% B.C. grape wine. Follow @WinesofBC or find them on the web at winebc.com.