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Shaking Off Complacency to Safeguard an Industry
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An industry-wide coalition of the
California Association of Winegrape Growers,
Wine Institute and Family Winemakers of California
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California's wine industry narrowly avoided destruction when one of the most aggressive pests in the state's history arrived in 1999. By acting decisively and self-assessing themselves, the industry held the pest at bay and averted disaster. In the five-year interim, however, growers had grown complacent about the threat and lost interest in the program. Thanks to an aggressive and targeted community relations campaign aimed at growers and the communities they lived in, growers were reawakened to the threat and the value of the program. Executed by Brown·Miller Communications, the campaign gained the support of 90 percent of all growers.
PRSA Northern California Web Site
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