For Immediate Release
Rhonda Motil
MCVGA
831-375-9400
Monterey County Vintners and Growers Association is
Awarded United States Department Of Agriculture Grant
Monterey, CA – October 26, 2004 – The Monterey County Vintners and Growers Association (MCVGA) has been selected to receive a $149,200 United States Department of Agriculture Value-Added Producer Grant. Criteria for grant selections included business viability, the opportunity for increased returns, producer commitment and support, the capabilities and education of the management team, and the quality of the work plan. The MCVGA proposal was only one of ten projects selected in California.
The USDA grant monies are designated for the “Brand Monterey: Better Returns through Better Wines” initiative that will increase returns to the winegrowers of Monterey County by creating greater demand for Monterey appellation wines. The primary focus of the proposal involves a national tour of the wineries and growers in Monterey County to major markets across the United States. Members of the MCVGA will meet with the media, trade, and consumers to demonstrate firsthand the quality of the wines that are made using Monterey County grapes.
“We are very pleased by the USDA’s validation of Monterey County as a vital and important wine region,” stated Rhonda Motil, executive director of the MCVGA. “This funding will be critical in assisting us to build brand awareness about the Monterey wine region. Having direct contact with buyers, media, and consumers will allow us to put faces behind the amazing wines that are gaining national recognition.”
It is expected that over twenty MCVGA members will participate in the national tour, slated for March and April 2005. For trade buyers and media, each tour stop will feature seminars, tastings, “meet the winemaker” events, and catered food paired specifically for Monterey wines. Open tastings will be held for consumers. Additional funds from the grant will be used to advertise in the target cities, produce a video on the region, and develop a viticulture map.
Jerry Lohr, proprietor of J. Lohr Vineyards & Wines, and MCVGA marketing committee chairperson, further stated, “Monterey County is a special winegrowing region and one that I have been proud to be affiliated with. The unique terroir, climatic influences, and the fact that grapes typically have a longer growing season than other areas, have all contributed to the quality of the wines with the Monterey County appellation. Conducting the national tour is an essential part of the grassroots efforts that continue to establish the Monterey appellation as one of the finest winegrowing regions in the world.”
About MCVGA The Monterey County Vintners & Growers Association (MCVGA) brings together the talents and resources of members, partners and our community in order to promote and support our leadership in the art, the science and the business of wine. Founded in 1974, MCVGA is a non-profit organization representing over 75 vintners and growers in Monterey County. Additional details on MCVGA and the upcoming national tour activities can be found at www.montereywines.org or by calling 831.375.9400.
