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Sustainable Winegrowing

Podcast Sustainable Winegrowing
Vineyard Team
Get the latest science and research for the wine industry with Sustainable Wine Growing. Vineyard Team brings you industry professionals and experts on resource...

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  • 265: How to Stand Out on Social Media in 2025
    Social media like Instagram, TikTok, Facebook, and LinkedIn can feel like a lot to handle. Emma Tessler, Founder & CEO of Ninety Five Media, has some great advice to help you stand out online. She says it's important to have a clear brand message so your customers always know what to expect. Instead of trying to be everywhere, Emma suggests being consistent on just one or two platforms. To streamline your work, you can take one big piece of content, like a long video, and turn it into different things like short videos, blog posts, and podcasts. Then use platform's data to see what people enjoy the most. Resources:         138: 5 Tips for Your Wine Brand's Social Media | Marketing Tip Monday 140: Does social media impact wine sales? | Marketing Tip Monday 144: Are you using the right message on social media? | Marketing Tip Monday 198: 3 Ways to Talk About Sustainability on Social Media Becoming an Industry Expert on Social Media Emma Tessler | LinkedIn Ninety Five Media Ninety Five Media | Instagram Stop Scrolling, Start Scaling Podcast Turn Your Expertise into More Sales by Becoming a Thought Leader on Social Media, with the Ninety Five Media Team (podcast) Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet   Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member Get More Subscribe wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources. Learn more at www.vineyardteam.org.   Transcript [00:00:00] Beth Vukmanic: Social media like Instagram, TikTok, Facebook, and LinkedIn can feel like a lot to handle. Welcome to Sustainable Winegrowing with Vineyard Team, where we bring you the latest in science and research for the wine industry. I'm Bets Vukmanic executive director.  In today's podcast, Craig McMillan, critical resource manager at Niner Wine Estates with Longtime SIP Certified Vineyard and the first ever SIP certified winery. Speaks with Emma Tessler, founder and CEO of 95 Media. Emma has some great advice to help you stand out online. She says it's important to have a clear brand message so your customers always know what to expect instead of trying to be everywhere. She suggests being consistent on just one or two platforms. To streamline your work, you can take one big piece of content, like a long video and turn it into different things like short videos, blog posts, and podcasts. Then use the platform's data to see what people enjoy the most.  We know your customers are looking for sustainable wines. In a recent review of 30 studies, customers reported a higher preference for eco and social responsibility labels compared to nutrition labels. Achieving SIP certified gives you third party verification that your vineyard, winery, or wine has adopted and implemented stringent sustainable Standards apply for certification today by going to SIP certified.org and click on Get certified Now. Let's listen in.  [00:01:39] Craig Macmillan: Our guest today is Emma Tesler. She is the founder of 95 media. And today we're going to talk about social media. Not surprisingly welcome to the podcast, Emma. [00:01:48] Emma Tesser: Thank you. I'm so excited to be here today. [00:01:50] Craig Macmillan: First of all, let's talk a little bit, get some kind of grounding. How would you describe your company? 95 media? [00:01:55] Emma Tesser: We're a digital marketing agency and we really specialize in creating high converting content. We work with a lot of brands who are posting all the time and just simply not seeing results from that content. So that is usually where we come in and we build out customized strategy. High converting content, build that connection with their community and ultimately finally have their marketing convert into sales for them. At a high level, 95 media is a marketing agency specializing in social media, email and podcast production. [00:02:27] Craig Macmillan: I'm kind of a dinosaur. So what exactly comes under the umbrella of social media? Because that seems to be a pretty big area. [00:02:37] Emma Tesser: It is, it definitely is a big umbrella. So when we talk about social media marketing, we're referring to any marketing content. Content that is marketing a brand on any of the social platforms we manage, profiles for brands on Instagram, Facebook, LinkedIn, Pinterest, TikTok a few other more specific ones to different industries. And really social media marketing encompasses your content, your engagement with your audience, the data that comes in from the content. There are a lot of different. avenues when it comes to your marketing and social media in general, but it is broad. And I think that sometimes that's the overwhelming part about it for some individuals and founders, people who are looking to market a brand, but it really doesn't have to be that complicated. You can really. own one platform really well and see better results by doing that than doing five not so well. [00:03:31] Craig Macmillan: Excellent. And different platforms with these companies, websites, et cetera, that you just discussed. And then content. I wanted to have you kind of elaborate on that a little bit because some things are videos, some things are just audio, some things are just text , what is content and what do we put in content? [00:03:53] Emma Tesser: Well, content looks different as you said, , between different platforms. So there's always opportunity to repurpose content, but oftentimes that looks like reformatting content as well. I'm a really big believer in. Having consistent brand messaging across all of your content, all of your platforms. And sometimes that looks like having the same messaging because when we have consistent messaging across every piece of content, it creates a consistent brand experience for our audience to know who we are and ultimately be able to identify our content without like our brand name on it, which is a whole other level of success. When we look at the individual platforms, You know, Tik Tok is a video only platform. And over on LinkedIn, some people don't think that that's really a video platform, but in fact it is. And LinkedIn is really favoring video content to the point where they actually have a video only feed on the app. Now that looks very similar to Tik Tok because they see the success that's happening over there, like every other platform. So what I would just encourage, if you're looking at content and you're thinking, Well, how do I do this on all the platforms and do it well? And it not be my entire life. I would look at creating one piece of content and then splitting it up into different formats. For example, you could take one 30 second video on a topic of something that, you know, really well, and you could. Reformat that video to be long form. It could be short form. You can write a blog post about it. You can make it a carousel for Instagram. You can pick one photo and transcribe that video into your caption. You can make it into your Instagram stories. You LinkedIn article on it. There's so many ways to go about really looking at how can you repurpose your content and have so many different formats of just one idea. [00:05:42] Craig Macmillan: Why is this important for business? Why can't I just go along like I've always gone along? Maybe I've got a website, put some stuff on there, print advertising, et cetera. Why is social media so important? [00:05:57] Emma Tesser: Well, the reason it's so important is because the way that consumers are finding and discovering brands has shifted. Prior to, you know, call it five years really has been the biggest shift that we've seen on social, but really just this shift towards social media marketing, which has been in the works since about 2015 or so. We used to discover brands through going to Google or through word of mouth. You know, we work with a lot of brands who come, we were like, We used to be just referral. Like we used to get all our business through referral, you know, local, this local, that, and it's just dried up and it's not working the same way it used to. And that is because we're moving towards this culture of social search. There's data that shows that in the last 90 days, 91 percent of consumers used social media and only 84 percent of people went to a search engine like Google. So what. We used to discover on Google, there's actually more people discovering brands on Instagram , than they are in Google today. So in order to stay competitive, in order to be found and to be showing up in the searches that people are typing in and using keywords that maybe you were once showing up on, on Google, you now need to have your content be showing up on Instagram, on Tik TOK, on LinkedIn. So in order to continue growing, it's really a non negotiable going into 2025 to have a social media presence and to have it. optimize to meet your consumer where they're at. [00:07:21] Craig Macmillan: You may have actually kind of already touched on this or answered this. I was thinking that, you know, if you just have an Instagram account, does that count as a social media presence? Do I need to be on all these different platforms? And it sounds like what you're saying is it's better to kind of focus on one or two or three and do those really, really well, rather than try to be everywhere all the time for everybody. [00:07:41] Emma Tesser: Yeah. And I say that because consistency is everything. So if you have the bandwidth for three separate posts per week, it is so much better to have those three pieces of content live on Instagram, then spread it out. So you have one on Instagram, one on LinkedIn, one on Tik TOK, because one post a week is not going to do. Literally anything for you. You need to have consistent quantity of content going out there. So I would really look at one platform and optimize. And strategically approach that platform so that you're finally getting results there before you add on additional ones. Because you'll be able to take the data from that successful content to know what your audience is looking for and begin to just redo that type of content in different ways for another platform down the road. [00:08:30] Craig Macmillan: A friend of mine does a lot of Instagram and she says I've got to have at least one thing per week, one thing per week. Is that a good time frame? Do I need to be posting more often, more frequently, shorter bits? What's the, what's the best strategy? [00:08:43] Emma Tesser: So I don't recommend less than three posts to your feed every week. Less than three posts per week. Again, that's to your feed. That doesn't count like Instagram stories outside of that. But when we look at your feed, the reason why you want to have more content than once per week is because what happens when you post is that the algorithm puts your content out there and it's like, dangling it in front of your audience. It's waiting for people to bite and engage with that piece of content. If they do, then that piece of content starts being shown to more people. If they don't, it then gets suppressed and the algorithm says, Oh, well, people aren't really liking this. We're not going to show it. But when you post more, you have more opportunities for people to bite and to get more people seeing your content. AKA brand awareness. Really, every piece of content you're looking to increase your brand awareness because that's your top of funnel. You have to get more reach. You have to get more impressions in order to bring people down the sales funnel to the ultimate conversion point. So more content ultimately just results in more brand awareness, more engagement with your content, more eyes on your brand, which is truly the goal in order to get more people to buy as a secondary result of that piece of content. [00:09:57] Craig Macmillan: this sounds like getting to folks who are outside just your followers. And, and trying to find new folks to come into your herd, into your house. [00:10:09] Emma Tesser: How do we do that? Is that the question? [00:10:11] Craig Macmillan: Well, no, I was just trying to clarify. So what it sounds like, cause like, I've always been like, Oh, how many followers do they have? And then I'm like, well, how do you get new followers? It sounds to me like maybe it's not just about followers. It's about just exposure in general. [00:10:22] Emma Tesser: It's definitely not about followers. To be honest, that's the metric that I care the least about. We don't work with brands who just want to grow their followers because it's, it truly does not have an impact on your bottom line. What has an impact on your bottom line are the conversations that you're having, the engagement with your content, you know, engagement also looks like your DMS too. Like if you're not looking at your DMS as an opportunity to sell, you're missing a huge opportunity. Your content can only do so much for you. A couple of years ago, your content could do the heavy lifting, but now a huge part of marketing your brand is really your community engagement. And that's the missing piece for a lot of businesses that like, we kind of come in and we change the game for them because A lot of what we do is actually getting into the account us as humans, getting into the account nurturing the people who already know about them to bring them closer to the sale. But really a huge part of our work is outbound engagement and bringing in new eyes to the business. And we do that through starting new conversations, leaving comments on people's content, getting in the groups that your ideal client is in and engaging with that content so that they see that comment. And then go back to your profile. So there's a lot of different angles you can take, but at the end of the day you're trying to increase awareness of your brand, which oftentimes look like your, your reach of your content and your profile. Because ultimately that number has to be bigger for the amount of people who go to your profile to increase and then follow you and then engage with your content and ultimately buy from you. So we're looking at like this funnel down where you have to start with a big pool of people because. We know that only a very small percentage of those people are ultimately going to buy. And that's okay, but we're only going to make as much of that percentage as we increase the, the top line the top line number. [00:12:08] Craig Macmillan: In terms of attracting folks there's a concept that you've mentioned in your on your website and your podcast and your blog, which I think is really interesting, and that's the idea of authority and how important it is to be viewed as an authority in the digital space. How do you define that? Like, what does authority look like? What does it do for you and how do I build it? [00:12:29] Emma Tesser: Authority really means that you're standing out in your industry. . There's not very many original ideas anymore. There's not very many original things that we can all be doing. , if you look at 95 Media, for example, there's a million and one people in social media marketing these days. But what makes us different is the way that we approach our content, the way that we approach our clients businesses, the way that we execute our work, and ultimately what that results in is building authority. Building authority can happen in so many different ways, a great way of looking at it is just leaning into the, how you do things and what makes that different. There's a lot of noise on social and it's easy to feel like You're in a space that's too saturated and it's not worth creating the content because you're just going to get lost in the noise. The thing is, if you have authority and if you have that unique factor to who you are and who your brand is, you do stand out. And that is ultimately going to be the reason why someone chooses to buy from you rather than the person down the street who does the exact same thing. So rather than hide and Hush down the things that set you apart. I would really lean into them because that is really what's going to A make you stand out, B, give you authority and C it drive more sales for you. [00:13:47] Craig Macmillan: How do I identify the things that are going to make me stand out? when talking about like the wine business, or the vineyard side, everybody makes wine. Everybody farms. What's the process that I can go through? Like with one of your clients, how do you help them identify what makes them stand out or what makes them interesting? [00:14:04] Emma Tesser: . So we actually work with a client in the wine space right now. She is a female founder in California where there's not a lot of female winemakers. It's a really unique space and that's a huge part of their mission as well. . Obviously, if you're a mission driven brand leaning hard into that, because the people who care about that mission are going to be your target demographic for buying your product. And that's a really big part of her marketing is, , we're here for female founders. We're here for being inclusive. We're here for, you know, really raising awareness around an audience that. isn't always spoken to on social in that space. If you aren't a mission driven brand, nothing wrong with it, but I would look at your company, your team. If you have like a tasting room associated with your, company, or if you do anything different or slightly unique in any part of your process, sometimes we get caught up. In the details as founders, as business owners, and we start to think that like everything we do is really boring, you know, like, nothing about my day is unique, nothing about the way that we do things is unique, but truly take that step back, maybe ask your team or ask like a really loyal And buyer for you. Ask someone in your life or like a business coach or someone like, what do you think makes us stand out? What do you think makes us different? Because I would bet to say that someone else is going to be able to easily identify those things for you. Given 10 minutes, because they're on the outside looking in, it's really hard to see it when you're in it, but that is also one of the great benefits of Working with an outside marketing team because that's their job. You know, we come in and we identify those factors for our clients in that exact way because it's easy to see it on the outside. And also knowing what matters to your target demographic can help you get closer to that understanding too. [00:15:49] Craig Macmillan: How do I know who my target demographic is? Hahahahaha [00:15:57] Emma Tesser: job. Like that's, that's the whole business, right? I mean, it's, it's easy to say like, well, you know, most people drink wine, but I have limited knowledge of the wine industry and I don't know that the majority of wine drinkers are women, right? So even if you just started there. Now you're focusing on 50 percent of the population rather than 100%. And then could you get a little bit more detailed? Could you look at a more specific age range? Could your branding tell you something about the age range that you're targeting? And then you really just kind of go from there. Not to mention, if you have an existing social media presence, you can go into your analytics and it will tell you who's following you. [00:16:29] Craig Macmillan: And you can use that data to further inform your ideal client avatar. How do I identify what platforms are gonna be best for me? There's, we've talked about this a little bit, but how do I know whether I should focus on video or podcast or blog posts primarily? How how can I decide whether it should be photo? [00:16:47] Craig Macmillan: How do I kind of guess at like which type of content, not content itself, but what form it's in, is probably gonna be most effective for me. [00:16:56] Emma Tesser: the truth is that video is necessary. And that's not the answer anyone wants to hear, but it's not really an option going into 2025, unfortunately, if you want to look at it like that. The thing about video and why I say that is because every platform is favoring video content. So if you back up, like, could you get away with not doing video content? Sure. But will you be competitive against everyone else in your space? No, you won't. Your content is going to get lost because the video content that your competitors are posting are going to get so much more reach, so much more engagement, connect so much more deeply with the target demographic that you're also after, that your photo content is just going to get lost in the shuffle. Then that's going to leave you feeling like it's not worth it. And then you're going to stop posting and then it's never going to work for you. So I would say. Commit to the video content no matter what angle you're taking with your content on social media. And then if you look at a podcast, you know, video is an aspect of podcasting as well. Podcasts give you so many opportunities to reformat and repurpose the content. But I would. Really put your investment, whether that's time or money or content investments into social, your email list things that you have more control over and that are more popular right now versus something like a blog, which is going to be a really long game. It's going to take time to compound versus you're going to get quicker dopamine hits and successes from social or your podcast. So it's, it's an easier thing to kind of start and stay committed to longterm versus a blog, which just feels like you're talking into a void and not going to see the results from for a long time. [00:18:34] Craig Macmillan: Right, right. What about length? That's a conversation I've had with a number of people in terms of like, short and tasty is nice, but then also there are folks that are looking for a little bit more in depth. They're looking for a little more complexity in the story that you're trying to tell. What are your feelings about that? [00:18:50] Emma Tesser: it really goes back to your target demographic. There's not really an overarching answer, I would say, because different. Age ranges, different demographics, different, like, groups are looking for different types of content. What I would recommend doing is testing a variety. So take, like, 90 days to test some short form, meaning like, 10 second videos or shorter, and then test some 30 second videos, test some 90 second videos. On TikTok, you can post up to 10 minute videos, like try everything and see what's hitting with your audience because your audience is going to tell you what's successful versus someone else's audience might like something different. I would probably lean into say that your shorter form content is going to perform better simply because it's going to keep the attention of your audience longer. And what's really important. is actually your watch rate. So how much of the video did your audience watch? You're simply going to get a higher watch rate on a 10 second video than you are in a 90 second video. And so therefore that success metric is going to look like your shorter form content is more successful. But if you get, you know, more comments on a 90 second video, then that's something to consider as well. But I would just really try it all because your audience is going to give you that data on what they really like and what they want more of. [00:20:07] Craig Macmillan: This just made me think of something because it's a constant battle for me personally. Quality. Quality of production , you see things on Instagram, for instance, I'm on Instagram. I'm not on TikTok. So I see Instagram and some things are just really slick. I mean, they look like Hollywood production and other things are just stuff people shot on their phone and you know, maybe it's not quite level and the light's not perfect and et cetera. Maybe the music's not so great. How important do you think the production value is to that success rate? I love having people finally move down the funnel. [00:20:42] Emma Tesser: I would say I think it has a small impact, but it does not have the biggest impact. And I say that because on Instagram, really on any social platform, we're all craving this authenticity from the creator on the other side of the screen. We actually offer a service called quarterly content shoots where we go to our clients and we shoot three months of video content in three hours with them. So it is done, it's batched, it's ready to go. And we shoot all of that content on our iPhone because we don't want it to feel like there's a team between the brand and the person on the other side of the screen. Is there a time and place for professionally shot video? I do. I believe so. You know, we work with a lot of like interior designers and architects where you want to have that professional video shot of like your finished product, home, space, whatever that is. But does that need to be the only type of video you post to social? Absolutely not. Because that is not going to be the content that creates resonance with your audience. That doesn't create connection with your audience. There's just a lot of opportunity to be a little bit more. Real and at the same time care about how the video looks right. Like if you were to see this video right now, I have lights on me, but we're shooting it on my computer. This is not like a high def camera by any means. And I shoot all of my content with good lighting, but all of my content is shot on my iPhone. So there's different ways to improve the quality without spending thousands and thousands of dollars on like a high def camera or, you know, hiring a videographer. None of that's needed.  [00:22:09] Craig Macmillan: That's good news. How much time investment are we talking about? So you're saying like three posts a week. But we're talking about short form, very short form. There may be a little bit in camera editing or in phone editing possibly, but not a lot. You don't have a lot of a lot of tools there. If I'm trying to do this myself, there's going to be a steep learning curve on how to do it. And then to create that content is going to take some time. And obviously this is where your company comes in, but like what kind of time investment could somebody expect if they're like, Oh, okay, cool. I'm going to take him as advice and I'm going to do this [00:22:40] Emma Tesser: Well, if you're looking at just the content, you have to consider all of the aspects, right? So you have to consider , strategizing your content, planning it recording it or creating the graphic, writing the caption, doing your hashtags, scheduling it out getting it posted. There's a lot of different aspects when it comes to just creating content, quote unquote. So I would say roughly you're probably looking anywhere between five to seven hours just on the content side of things. There's a lot of variables in there. You know, are you writing a short caption or you're writing a long caption? How long is the video? How many graphics are you making? But I would say for a beginner, probably five to seven hours on the content side of things. Um, Yeah, per week. And then there's the whole other aspect of, well, now you need to engage with your community after you post it. So, I always recommend an hour of engagement on every posting day. So you'd be looking at an extra three hours a week. So, you're really looking at eight to ten hours a week on your content on the very minimal side of things. And You know, listen, a lot of founders don't have that time, and that's why social media marketing does fall to the wayside, and it becomes the last thing on the to do list, which is, as you said, where we come in, and that is why companies like ours exist, because it, it is such an essential part of business today. And it's very time consuming. So it's kind of one of those things that you can't live without, but also it's very hard to find time for it to begin with. [00:24:05] Craig Macmillan: Yeah, yeah, exactly. Which actually brings us around to your story. Your, biography page about us is kind of interesting. How did you get into this? [00:24:15] Emma Tesser: I found social media marketing when I was actually in college for interior design, I was going for my degree in design and I was like fully, fully thought that that was my career path. Had no doubts about it. And then social media marketing kind of fell into my lap when I was working for somebody else. And that was back in 2015 when, you know, marketing on social was. laughable. No one thought it was serious. No one saw the potential, but I really saw opportunity when I discovered it. I was like, hold up, why are we not all doing this? Like, why do brands not see what is about to happen here? And it just really like lit a fire in me. Cause I was like, this is about to explode and I want to be a part of that ride. I really like side hustled, like so many entrepreneurs, I side hustled for five years while I was in the design industry. And then when COVID hit. Brands finally started to wake up and be like, Oh my gosh, like social is the thing that we need. It's the only way we're going to reach our consumer. 95 media really kind of scaled during 2020 and it's just been on an upward journey since then, but it's really because of the impact that social is able to make on our, on our clients, brands, and that is just. What keeps me coming back in the craziness of everything social and how it changes every single day as we all feel. It's really the impact of social media that is so exciting and really rewarding to be a part of. [00:25:35] Craig Macmillan: You were simply asked to take on this task and then you learned it from scratch. [00:25:40] Emma Tesser: I did. [00:25:43] Craig Macmillan: Well, that's inspirational. That's inspirational that [00:25:45] Emma Tesser: Well, to be fair, back in, in 2015, there were a lot less features and there was a lot less like messiness on social. And there, but at the same time, there was. So little educational content on social media marketing. So I actually like podcasting was a huge part of my own education, learning social media marketing. I was listening to like the OG marketers, like Jenna Kutcher and Amy Porterfield back in 2015 in their starting days. And they're still creating content today, but it was really hard to learn. And today there's so much education online about social media marketing, which is beautiful. It's just a little overwhelming because there is so much opportunity out there at the exact same time.  We all have to learn marketing to some degree. It's just depends on how far you want to go down that journey before you're like, okay, it's time to hire somebody else to do this for me. [00:26:30] Craig Macmillan: I want to come back to something because I just thought about it. You mentioned data. I'm a, I'm a data person. I love data. Yeah. All kinds. First of all, how do I get it, and then what do I do with it? [00:26:41] Emma Tesser: Yeah, that's a, it's a great question. If we just look at Instagram in particular, cause obviously it's the one that we all know the best Instagram gives you an insane amount of data on everything that you do down to like every single post, every single story that you put out there, it will give you. tons of information on your audience's reaction to that content, including how was it found? What type of people were engaging with it? What were the actions that they took with it? You know, so much. The part of your question that's so good is what do I do with that information? , what do I do from here? I see it. Like, I know it's there, but like, what do we do? What I would recommend doing is actually looking at that data on a weekly basis and then monthly doing a little bit of a zoom out as well, because week to week, your content's really going to fluctuate. You're going to see a lot of like big ups and really low lows and you're going to panic and you're like, well, nothing's working. But really when you zoom out on a monthly basis, you get to see, okay, here are trends. The trend is showing me that video content is far surpassing any photo that I put out there. I got to do more of that or you know, I, I created some graphics this month, but graphics are actually really not doing well. So I'm just going to lean more into just single photos or video content and omit the care, the graphic content for the next month and see how that does. So Cool. Really utilizing that data to say, let's do more of this. Let's stop doing that and then test all over again. It's a lot of A B testing with your data. [00:28:08] Craig Macmillan: That's fascinating. That's interesting., what's one takeaway that you would have, you'd tell growers, or winemakers, or winery owners, founders, on this topic? [00:28:17] Emma Tesser: Well, what I would say specifically to this audience is that your demographic, whether or not you're super clear on it or not, but your demographic is looking for your product on social, like without a doubt, your target demographic is on social. They're buying products on social. And your job is simply to meet them where they're at. That's it. So if you can just get consistent content up there, I can nearly guarantee, this is not legal advice, but I can nearly guarantee that you will see more conversions from your content. The problem and the thing that really holds a lot of brands You know, in this space back is just a lack of consistency and an understanding of who you're talking to. But in fact, your audience, like the female audience, you know, from 21 to like 60 who's drinking wine, like it's a big demographic. They're on social and they're the primary buyers for their household. And not only that, but they're the ones consuming the product. So that is like a win win win across the board for this industry. It really just means if you can get your messaging down and you can create content that really resonates with that audience, you have a massive opportunity to tap into sales that you've never been looking at before. [00:29:27] Craig Macmillan: And I can get a sense of that resonance by looking at my data and seeing who's watching what and when. [00:29:32] Emma Tesser: Yeah. Exactly. [00:29:35] Craig Macmillan: Fantastic. Emma, where can people find out more about you? [00:29:38] Emma Tesser: Yeah. So our website is 95media. co. We're on every social platform, but Instagram's my favorite. It's 90. 5. media all spelled out N I N E T Y. F I V E. media. And we post nearly every single day, so you can find us whenever you're at on, on the platforms. And we also have a podcast, it's called Stop Scrolling, Start Scaling, where we share all things marketing. So if you want to dive a little bit deeper, that's a great show to tune into as well. [00:30:03] Craig Macmillan: Fantastic. Well, I guess today's been Emma Tesler. She's founder and CEO of 95 Media. Fascinating conversation. Thanks for being on the podcast. It's been really fun. [00:30:12] Emma Tesser: Thanks so much for having me.  [00:30:17] Beth Vukmanic: Thank you for listening. Today's podcast was brought to you by Vineyard Industry Products. Serving the needs of growers since 1979. Vineyard industry products believes that integrity is vital to building long-term customer, employee, and vendor relationships. And they work hard to provide quality products at the best prices they can find. Vineyard industry products, gives back investing in both the community and industry. Make sure you check out the show notes for links to Emma at 95 Media and their popular podcast. Stop scrolling. Start Scaling Plus sustainable Wine Growing podcast episodes, 138 five tips for your wine brand. Social media 140 the social media impact wine sales. 144 are you using the right message on social media and 198 three ways to talk about sustainability on social media. If you like the show, do us a big favor by sharing it with a friend, subscribing and leaving us a review. You can find all of the [email protected]/podcast and you can reach us at [email protected]. Until next time, this is Sustainable Wine Growing with the Vineyard team.     Nearly perfect transcription by Descript
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  • 264: (Rebroadcast) How to Talk SIP with 6 Wine Consumer Segments | Marketing Tip Monday
    Every wine enthusiast has different preferences, behaviors, and levels of investment in their pursuit of great wine. A few years ago, Wine Intelligence identified six distinct consumer segments in the US market and we wondered “how can we tailor a message of sustainability to align with these differences?” Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values. In this Throwback Thursday Marketing Tip, we’re revisiting the six wine consumer segments and giving you tips on how to most effectively share your sustainable story with each one.   1. Engaged Explorers Who are they: Young, adventurist, frequent wine drinkers who love to try wines from different regions and producers. Talk SIP: Tell them how you improve your soil quality and how the health of your land influences the characteristics of your wine. They’ll love learning how nature impacts a high-quality wine.   2. Premium Brand Suburban Who are they: Mid- to older-aged enthusiasts who know a lot about wine. They may not be big spenders, but they can be die-hard loyalists. Talk SIP: Get technical! Talk about how fruit quality is measured (Brix, pH, and TA). They’ll love the insight and attention to detail.   3. Contended Treaters Who are they: Mid- to older-aged drinkers who don’t drink often, but when they do, they are willing to spend more. They are knowledgeable and involved, and look for an engaging story to relay to their social circles. Talk SIP: Give them fun sustainable tidbits to share with their friends, like a specific sustainable practice from your sustainable story worksheet. Worksheet for Print | Worksheet for Electronic Filling   4. Social Newbies Who are they: Young, new to wine, and rely heavily upon recommendations and valued information. Talk SIP: Stick to the 3 P’s of sustainability: People, Planet, Prosperity. They’ll love this 360° approach and be able to pass it along with confidence.   5. Senior Bargain Hunters Who are they: The largest segment of wine drinkers in USA. They have strong wine knowledge and tend to select from a narrow range of styles and brands to meet their expectations on value. Talk SIP: Talk value-driven sustainable initiatives like monitoring utility usage and recycling programs.   6. Kitchen Casuals Who are they: Very infrequent wine drinkers who stay close to what they know. Talk SIP: Stick to the basics of what sustainability is and how drinking sustainable wine is a win for the people and the planet. We are here to help you tell your customers how your brand protects natural and human resources with the Sustainable Story program. This simple yet powerful free tool helps you tell your own personal sustainable message. And it just got better with a new online course.  Go to the show notes, click the link titled Tell Your Sustainable Story to sign up, and start writing your Sustainable Story today!     Until next time, this is Sustainable Winegrowing with the Vineyard Team. Resources: *** Tell Your Sustainable Story Online Course *** Marketing Tips eNewsletter Sustainable Story | Print Sustainable Story | Electronic What's your Sustainable Story? Whitney Brownie | Get YOUR Sustainable Story Featured Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet   Sustainable Ag Expo – The premiere winegrowing event of the year Sustainable Winegrowing On-Demand (Western SARE) – Learn at your own pace Vineyard Team – Become a Member
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  • 263: Make Better Wines with Bioinformatics
    Tiny microbes have a big impact on wine quality. Aria Hahn, CEO and co-founder of Koonkie, Inc., discusses the exciting work her bioinformatics organization is doing in the field of metagenomics. Hahn explains the differences between genetics, genomics, and metagenomics. She shares insights from a project studying yeast populations in British Columbia's Okanagan region, revealing the diversity and distinct clades found on wine grapes. The conversation also covers the broader applications of bioinformatics in agriculture, including regenerative farming, soil health, and potential bioprotectants against wine spoilage. Hahn underscores the impact of microbiome management on wine terroir and the potential of bioinformatics in understanding and improving winemaking processes. Resources:         201: Balance Hot Climate, High Sugar Wine with Green Grape Juice aka Verjus 243: Microbial Communities in the Grapevine 251: Vine SAP Analysis to Optimize Nutrition Aria Hahn – Google Scholar Aria Hahn – LinkedIn Koonkie Make Better Wines with Bioinformatics The Microcosmos - Discover the World of Genomics Apple App Whole genome sequencing of Canadian Saccharomyces cerevisiae strains isolated from spontaneous wine fermentations reveals a new Pacific West Coast Wine clade Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet   Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member Get More Subscribe wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources. Learn more at www.vineyardteam.org.   Transcript [00:00:00] Beth Vukmanic: Tiny microbes have a big impact on wine quality. [00:00:09] Welcome to Sustainable Wine Growing with Vineyard Team, where we bring you the latest in science and research for the wine industry. I am Beth Vukmanic, Executive Director. [00:00:19] In today's podcast, Craig McMillan, Critical Resource Manager at Niner Wine Estates, with longtime SIP certified vineyard and the first ever SIP certified winery, speaks with Aria Hahn, CEO and co founder of Koonkie Inc. [00:00:35] She discusses the exciting work her bioinformatics organization is doing in the field of metagenomics. Hahn explains the differences between genetics, genomics, and metagenomics. [00:00:47] She shares insights from a project studying yeast populations in one of British Columbia's wine growing regions, revealing the diversity and distinct clades found on wine grapes. [00:00:58] The conversation also covers the broader applications. bioinformatics in agriculture, including regenerative farming, soil health, and potential bioprotectants against wine spoilage. [00:01:09] Hahn underscores the impact of microbiome management on wine terroir and the potential for bioinformatics in understanding and improving the winemaking process. [00:01:19] We know your customers are looking for sustainable wines. In a recent review of 30 studies, Customers reported a higher preference for eco label and social responsibility labels compared with nutrition labels. Achieving SIP certified gives you third party verification that your vineyard winery or wine has adopted and implemented stringent sustainable standards. Apply today at SIP certified. org. [00:01:46] Now let's listen [00:01:50] Craig Macmillan: Our guest today is Aria Hahn. She is the CEO and co founder of Koonkie, Inc., a bioinformatics organization, business, doing all kinds of exciting stuff. Thanks for being on the podcast, Aria. [00:02:02] Aria Hahn: Yeah, so excited to be here. Thanks for [00:02:04] Craig Macmillan: We're going to get into the thick of it But we were attracted to some work that you folks and your colleagues have done with bioinformatics and yeast, wild yeast. But I wanted to drop back. A little bit first to kind of give some context. All of this kind of comes under the umbrella of metagenomics, correct? [00:02:21] Aria Hahn: Yeah, absolutely. [00:02:22] Craig Macmillan: and what is metagenomics? [00:02:24] Aria Hahn: I'm going to take further step back and talk about genomics um, maybe the distinction between genomics and genetics. [00:02:32] So genetics is something I think most people kind of understand. They have this intuitive sense of it. um, that make up ourselves and all living creatures. But it actually turns out that in most organisms, and not bacteria, and we'll get there in a Most of your DNA is not in genes. It's in between genes. And so genomics is the study of genes and all of the things that are in between genes. So that's kind of the distinction between genetics and genomics. And then metagenomics is when we do that at the community level. [00:03:02] so you could do metagenomics of humans, but metagenomics refers to populations of bacteria, uh, microbes, archaea, viruses, things that you cannot see and I'll say interact with directly. [00:03:17] Craig Macmillan: And then bioinformatics is a subset or is a technique, is that correct? [00:03:23] Aria Hahn: Yeah, it's a technique, you know, it used to be even 10, 15 years ago that everyone kind of did their own bioinformatics. And so really what that means is when we sequence DNA or read that DNA, so it's only four letters, ATCs and Gs, we extract the DNA the sample is, could be the surface of grapes, uh, a human, anything. [00:03:42] Um, Then we put it on a sequencer. There's a bunch of different sequencing technologies right now. Um, But you end up with these like very gross files that aren't openable on regular computers and they're literally just ATCs and Gs. And so bioinformatics is the cross section of high performance computing and biology. And so we develop algorithms and processes and pipelines to really take those gross huge files of ATCs and Gs and make them human readable. make them interesting, figure out, you know, what are the genes that are there? Who is there? What are they doing? And who's doing what? [00:04:19] Craig Macmillan: Okay, and I think that's the important part here is you would take a sample from the environment. We'll talk about this one more in a second, but there are particular sequences that may be associated with a certain type of microbe or even a particular genus or particular species of microbe that can be detected. [00:04:39] Aria Hahn: Yes, absolutely. [00:04:40] So a genome is all of the DNA that makes up that organism. So you and I have distinct genomes, but of course, our genomes are going to be pretty similar to each other compared to a human genome, to a fish, to a plant, to a [00:04:55] Craig Macmillan: why the focus on microbes? [00:04:57] Aria Hahn: Yeah, that's a great question. It depends how philosophical You want to get You know, people are generally [00:05:02] familiar with the concept of like the Higgs boson particle. It's like the God particle that makes up everything and that's great and the physicists are gonna come for me. But when we think about our planet Earth, I always say like If there is a god particle on this planet that is alive and that we interact with, like, it's a microbe. [00:05:21] This is their planet. They were here long before us and they will surely be here long after us. So we think about microbes in terms of they are the destroyers of higher level populations. They keep us healthy. They make us I'm going to say it's a great example, but it wasn't a great thing. [00:05:40] So caveat that. But COVID was a great example about how this is not our planet where we had an of a virus in one location in a very particular place in the world. And all of a sudden it was across the planet. We are vectors for them. [00:05:58] You know, looking at those maps and showing the spread and how quickly it happened, I like to use that often in visual presentations to say, if you don't believe me, like, look at this. It's spread through us. [00:06:10] Craig Macmillan: Right. And I think also this gets to some other things we might talk about later on, but there are communities of microbes that are associated with certain macroorganisms. [00:06:23] Aria Hahn: uh, so are, they're everywhere, they're on your um, there's lots of research in the cosmetic industry that's looking at that. There was this crazy CEO years ago where he was I'm gonna slather this microbial laden cream on my skin and then I'm never gonna shower again and I'm not gonna smell. Not necessarily like my cup of tea, I love a good hot shower. But, you know, it can be there. The soil is the microbial diverse environment on the planet. , But your gut, like you, you as a human being, can't actually digest your food without those microbes. You can't get those vitamins and nutrients that you need without that community in your stomach. [00:07:03] Plants work the same We say charismatic macrofauna, eagles, whales, things that are very Um, They, they don't to, you the seaweed and the weeds and the grass and kind of everything in between. it's All supported by the microbiome, by these microbial communities. [00:07:20] Craig Macmillan: so let's talk about one microbiome in particular, and that would be populations of yeast that we find on wine grapes. [00:07:29] Aria Hahn: Yeah, yeah. So we've looked at yeast and bacteria and they're both cool. [00:07:34] Craig Macmillan: That is super cool. And so this one particular project where you looked at yeast on wine grapes in British Columbia Tell us a little bit about that project [00:07:41] Aria Hahn: there's, So I live in I'm, I'm right in the thick of, you know, BC wine country, which is a fantastic place to live, we were fortunate enough to work with the Wine Research Institute out of the University of British Columbia, Vivian Mease Day's group. them and They do very, very cool work, but they were trying to look at the yeast populations in wineries across the Okanagan region. [00:08:02] We know that the history of lots of commercial. Yeasts are actually from oak trees in Europe. So that's very cool. And what we wanted to see is how are the yeasts that are being used to produce wine in the Okanagan region distinct and similar to commercial yeasts and yeasts that have been characterized from across and so We did just that and we were actually able to sequence a whole bunch of yeast. And so, again, that's like reading the genome effectively there. so we found four distinct clades, um, in the Okanagan region. And a clade is they're related groups, and so it's not like you and you're a twin where you might have an identical, uh, genome to a twin. [00:08:50] It's more like you and your cousins and second cousins and second cousins twice removed and, you're, you're kind of vaguely related to each other. You kind of cluster over here, but you're not necessarily super We've kind of found four clades that the 75 yeast strains that we studied in that particular piece of work Really related to, then we looked at like what is different in their genomes. [00:09:12] So they're all the same species. That's the first thing to, to think about here. So just like you and I are the same species, they're all the same species, but just like you and I, we have different areas of, of specialties. Some people podcasters. Some people are, artists and scientists and, um, kind of everything in between. [00:09:33] And we need everybody. So, we're all the same species, but we have different specialties. And the yeasts work very similarly to that. [00:09:40] Craig Macmillan: all right, so this is interesting to me so You go out and you you said when you looked at 75 species of yeast or different types of yeast Those are ones that you, you found. It wasn't like you went in and said, I want to test for each of these 75. You got information, you got data in and said, Oh, look, here's 75 different types of [00:10:01] organism. Yes, that's a, that's a great Um, so, we And we uh, the ferment or the, the yeast skins and we extract the DNA and then we get rid of the great DNA, which could probably also be really cool, but we didn't look at it in this case. And kind of threw that into the and then said, okay, we're just going to focus on the Saccharomyces cerevisiae Latin term for a very common yeast strain, um, used in wine. And we said, we're going to look for it. [00:10:30] Aria Hahn: Then we found actually hundreds and . And then, um, and I didn't do this work, I don't do a lot of lab work myself, so, uh, this part is kind of the edge of my knowledge. But there is some ways to kind of do microsatellite clustering. And so you look, and you look for tiny differences in the genome, and you say, okay, maybe we found 500, but we actually want to look at ones that are distinct from one another. So we don't want to randomly pick 75, we want to pick 75. strains of this yeast that are different from one another. [00:11:01] And so you could use some lab techniques to make that happen. And then you take those hundreds and we say, these are the 75 that we know are different. We're going to dive deep into those 75 so that we can kind of get this breadth of genetic diversity from the region. [00:11:18] Craig Macmillan: And that was something I was thinking about. You mentioned you took samples from either fermenting wine or recently fermented wine or from skin material. How exactly is this collected so that you know that you're getting just [00:11:30] what you want? [00:11:31] Aria Hahn: Yeah. Painfully is the answer. So like when you do soil sampling, it's actually really And we tell people all the time sampling for yeast or microbes is not that complicated. I say every single time we talk to a client, I'm like, look, wash your hands with ethanol, you know, hand sanitizer, essentially between rinse your tools. And mainly you can't mess this up as long as you don't spit in the bag or bleed in the And I say this every time, and I will say one out of every few hundred samples is full of blood. Hands down like you always think we always the that and then hands down. We're like, this is full of And I think it's just like a matter of working in the field like people nick themselves They don't really realize that but really that kind of thing is really easy [00:12:15] When it comes to sampling a ferment that can also be fairly easy. [00:12:19] You have a lot of it You can kind and put it in a jar, but I will Um, Jay Marknack, who's done a lot of this work and developed a lot of these methods, he actually developed this method that is painstaking. Um, But you have like, he's got this method where he takes the grapes really carefully without touching them off of the and then washes just like very carefully with these like rinse solutions to really just get the microbes and yeast that are on that surface without touching it, without touching other surfaces. It's really just what was there in the field. And rinse all of that off. And you can imagine that's not that fun of a Um, And, and, and so, and it wasn't like he did it on his first try either. So he's now developed that we're copying and using, thank goodness. Uh, But it can be like that kind of painful where it's like washing individual grapes, collecting that rinse water, and then filtering that rinse water, like onto a physical filter, then extracting the DNA from that filter. [00:13:18] It's not fast. [00:13:19] Craig Macmillan: Nope, that's what I wanted to know. I've collected a lot of soil samples in my life for looking at soil microbiome. And you know, technique is everything. You know, contamination will mess you up pretty badly. [00:13:29] Aria Hahn: We had this one study I felt so bad, but they had collected these samples. They sent us the samples and we get the data back and it's, they're soil, they should be teeming with life, right? [00:13:38] And there's like one species basically in this thing, like there's a handful, but like one is dominating. So we go to them and we're like, what is going on here? And they're like, well, I don't see how that could have happened. , we've been storing these in a dark closet for a year. And we're like, that's why. You are studying bottle effects right here. And they're like, oh, we thought it'd be fine because it was dark and cool. And we're like, yeah, but it's not open to the air, and it doesn't have the plants and animals and bugs. You grew one guy. [00:14:07] Craig Macmillan: Yeah. We've been talking about bacteria, or the yeast. Are there other types of organisms, microorganisms, that you can use this technique with? [00:14:14] Aria Hahn: Totally. So you can use this technique on basically anything that's alive. So you could target viruses, uh, not something we've done on wineries, but could absolutely do it. You can target, , archaea, which are very similar to bacteria in that there are a single cell. But they are similar to eukaryotes. [00:14:32] So things that are bigger, um, like us, like mammals, like fish, Uh, but they are kind of small and invisible, , to the naked eye like bacteria. So those, we can, we can do that all the way up to, any animal that we can see, feel, touch, , and kind of anything in between. So it's a really powerful technique. As long as it has DNA, we can make this work. [00:14:53] Craig Macmillan: So you found these 75 types? of yeast organisms, but they fell into groups, they fell into clades. And I thought that was one of the most interesting things about this. Can you tell us a little bit about the natural history of behind these clades and kind of what that means? [00:15:09] Aria Hahn: We found these 75 different strains and they did group into four clades. So four kind of groups of more or less related organisms. So you can think of them as like clustering based on similarity. [00:15:22] The first one was one that is well known and well studied. So that's wine and European. And so those strains are more similar to these that we see in wines out of Europe and commercial strains. [00:15:35] And then the second clade we saw was the trans pacific oak. So a lot of wine yeast are very closely related to yeast that are found on oak trees. And so actually think that, , the original, , European wine yeast strains from, you know, the 1800s are from Mediterranean oak trees. And so it's not uncommon that we see these strains related to oak. [00:15:59] So that was the trans pacific oak. Then we see another group or clade that we called beer one mixed origin. And so we saw similarities to known previously studied yeast strains that are related to beer, sake, so other kind of fermented drinks. also kind of expected. [00:16:18] And then what was really exciting is that we found a new clade that we've designated the Pacific West Coast wine clade. it's always neat when you get to discover something new, of course. And so it has high nucleotide diversity. And so what that means is that even within this clade we do see a lot of genetic diversity kind of in there. [00:16:38] And what we do know is that that whole clade shares a lot of characteristics with wild North American oak strains, but, and this is kind of where like it all kind of comes full circle, but we also see that it has gene flow from the wine European and Ecuadorian clades. It can mean a couple of things. So it could mean that There is just so much selective pressure when you're, when you're trying to make good wine that these genes that are found in European wine strains, commercial wine strains, they're present in Saccharomyces cerevisiae in general, but then when we try to make good wine, we select for strains that have these, genes, , that we know produce good wine, because they produce good wine everywhere. [00:17:27] And so it could just be this process of natural selection. It also could be that most wineries , are not purists. It's not that. never in their history have other wine strains visited their their vineyards. They might have tried a commercial strain. They have wine from others, you know, people track things in, animals track things in. And so it could just be that there is this gene flow, quite literally from, from Europe, from these wine strains that just kind of comes into our population here in the Pacific West Coast. [00:18:00] And so there's kind of these, these two ways that we could have got these things, We do have some evidence to suggest that they were actually transferred in. [00:18:07] So it's called horizontal gene transfer. And my go to example on how horizontal gene transfer works is always , The Matrix, like the movie with Keanu Reeves. But what I've also learned is that if you talk to people that are like younger than me, they don't know that movie anymore, so this only lands with like a certain age of [00:18:23] Craig Macmillan: Right, I know, I know, [00:18:24] Aria Hahn: You know The Matrix where they like plug in and then they have all these new skills? [00:18:28] Bacteria can kind of do that, where you can just take genes from, , a relative, has to be like kind of closely related, and we take them and then we just put it into their genome, and in many cases, not all, but many, they're able to just kind of start making use of those genes right away. [00:18:43] And so that's horizontal gene transfer, which is pretty cool, because for us, the second that sperm hits the egg, that's it. That's all your genes. You're not getting more. You're not losing more. Like you're, you're set. But bacteria are more fluid. [00:18:57] So there is this cool thing called the wine circle, and it's a cluster of five genes that are associated with making commercial wine. [00:19:05] And we do think because we see this wine circle and these particular five genes in so many wine strains, and because of their location and a whole bunch of other kind of genomic characteristics of them, Um, we think that they are horizontally transferred. And so we do see this wine circle of these five genes in the majority of this new clade of British Columbia strains. [00:19:33] Craig Macmillan: So just talking about moving things around the world, you said like people have things on their bodies and whatnot. I, I was fascinated by the Ecuadorian group. And is that literally like it was growing on plants in Ecuador, kind of native to that area that is found its way up the West coast of North America. [00:19:53] Aria Hahn: that's really what we thought happened. I know it is amazing, right? Like does the amount and transfer and you know how you go through the airport and they're like, you and It's like the end of the world. It's like I get it because we don't want to like do that on purpose, but also the ecuadorian yeast like it's coming up here [00:20:12] Craig Macmillan: right, right. Exactly. [00:20:14] So what I think is of interest to winemakers, and also has potential beyond that that I'll ask you about winemakers are looking for increased complexity in their wines, and they're also looking for a sense of place. And I'm really happy to hear more and more people talking about terroir, not just in terms of rocks, but in terms of the whole picture. [00:20:33] The soil microbiome, the practices that are done, as well as light and climate and all those kinds of things. What are some of the things about what you found that indicate or that suggest a uniqueness to that Okanagan area that may make it stand out as different than other locations? How does this translate into sense of place? [00:20:54] Aria Hahn: That's a fantastic question. I'm going to give two answers first on the east side. We see that many of that nucleate. don't have all five of those wine circle genes. And so we see a lot of British Columbian strains have that, but there's this whole clade of these natural yeast used in wine that don't have all five of those. [00:21:17] So then you just have different genes to work with. And since you have different genes to work with, it's not just those genes, but it's all of the genes, and it's the rate that those specific strains are able to break things down. [00:21:28] You do get this added complexity when you're not using a standard commercial yeast. You just have this bigger variety of genes to choose from, and That's going to make the flavors more specific, and different. [00:21:44] It also introduces a certain, the disadvantage of using these is that, you know, they are gonna vary year to year, month to month. Uh, Potentially, and, and so you might get really, really amazing results one year and not the next year, and understanding why, why that might be is a whole exercise in and of itself, probably doable, but it's really exciting to think that these yeasts that are there naturally , they just have that genetic diversity and they want to live in these diverse communities, and so you are going to get that difference and terroir. [00:22:16] The other piece that was really exciting and was a different piece of work, but very similar groups and very similar, , samples, was looking at the microbiome, so the bacteria on the grapes. And we kind of found two things, and so there is some literature that shows if you look at a single farm, a single vineyard, and you look at different red varietals of grapes, you see actually a fairly similar microbiome signature on all of the different varietals. [00:22:46] Okay, but if we look at three distinct vineyards that are all within , one kilometer radius of one another. So they're very close. They have the same rock, to your point. They have the same weather. They have the same climate chaos happening, [00:23:01] but they're managed differently. We actually see very, very distinct signatures on all three that persists year after year. So we looked at two years, , this was again, Jay Martinek's work, , and we see that each one of those, even though it's the same varietal of grape, it is more similar to itself, year over year, than among the three farms. and and that's very interesting because what that suggests is Exactly what you're saying. [00:23:29] It's not the rock. It's not the climate that's driving the microbiome there. It's actually the practices of that vineyard that are changing that. And to me, that's so powerful, because what that means is that there's so much of that craft and art in the management of the vineyard that's then going to go and affect the terroir. , I know that's not the yeast answer, but that's the bacteria answer, and it's like, the power's in your hands. [00:23:54] Craig Macmillan: I'm on the Central Coast of California, and we've had some very hot vintages in this last , 2024 season. We had, and it was 2022 as well, we had these really hot stretches of over 100 Fahrenheit. Not very friendly to yeast in general. [00:24:09] Probably friendly to some, but not to others. And I had conversations with winemakers along the lines of like, could you even do a natural fermentation this year, a native fermentation? Are they there anymore? Or have they been selected against due to the heat? And I now have a total reset of the microbiome, the microflora in my world. this is the kind of thing that bioinformatics would be able to determine. [00:24:34] Aria Hahn: yeah, for sure. So we love that. We love when we get the baseline. We're like, show us your year that you were like, this is my typical year. This is my regular year. We'll live for that because as soon as you have the baseline, then we can go and answer those questions. So we can say, okay, great. We know what your baseline is when you typical year. [00:24:52] Now you have this heat wave that comes in. , Let's go and look. Let's go see who's survived. And I know I anthropomorphize all of these things a ton, but it really is, like, who's there, right? , is it the same bug, but very decreased? Are we getting different E strains coming in? are we seeing less overall diversity? [00:25:13] Do we see the same diversity, but Their population is a quarter of the size, and how does that affect the dynamics? Like, what do we see? And bioinformatics can absolutely absolutely answer these questions. And that can be really powerful. [00:25:26] Craig Macmillan: In my research I didn't pick up on this Can bioinformatics put a quantity on things? Can you quantify the relative size of these different populations? [00:25:34] Aria Hahn: We can, yes. So, you have to use some kind of special techniques. There's a couple of main ways we do them. One is called qPCR, so quantitative PCR. And so we literally take the DNA and we can count the copies of it in a very quantitative way. That's straightforward, pretty inexpensive. [00:25:52] Another way we can do it is a little bit more sophisticated, , but you don't have to know what you're looking for. So with quantitative PCR, we have to know, like, we want to go count saccharomyces cerevisiae. But if we don't know all of the microbes that are there, all of these that are there, then we can't go and target it with qPCR. So then what we have to do is use a spiken. the concept is pretty simple. You put a known quantity of a piece of DNA that we would not expect to appear in nature. And then when we sequence it, we know how many we got back. So if we know we put in a hundred copies of it and we get 200 copies back, now we have a pretty good idea of like, everything there was, sequenced twice or if we get 50 copies back, we're like, okay, well, however many we have, we're going to double that and we have a good idea and we do do this in like a little bit more sophisticated way where we put in like a whole bunch at different quantities so we can double check our math and make sure that it's all good. [00:26:49] But that's the concept is with a spike in so you can do it quantitatively. [00:26:53] Craig Macmillan: Talking about all the things that are out there, there's a lot of interest right now in bioprotectants for fermentation, where you introduce non fermentative yeast, and they kind of take up the ecological niche against foliage organisms, and then you can add a Cerevisiae strain to do that, to do your fermentation. [00:27:10] Would you be able to pick up those other genus, of yeast in a bioinformatic way and gives us a sense of what else is out there. [00:27:18] Aria Hahn: Yeah, for sure. So we sequence the whole community and then we kind of in a. Like a puzzle. I'm going to put together the individual genomes of everyone who's there. And so we can look at not just the targets, but the unknowns as well. And so often, especially in soils, what we get is sometimes up to 80 percent of the genomes that we're able to recover from that sample are totally novel. [00:27:43] So they're new to science. It's really exciting. and we hate it. We love it and we hate it. So, we love it because it's really fun. You, you discover these new species of bacteria, of yeast, or these new strains, and, and you get to name them. You don't have to name them after yourself anymore, you have to name them about the place that they're there. Which is a totally logical thing. But, would have been fun. , [00:28:06] So we get to name these things, it's really exciting. [00:28:09] But it also means it's so much work. Because now you have this genome that's so new. And so now you're trying to figure out. What are all the genes? Do we know the genes it has, but just not quite the way that they're arranged? Do we not know what many of these genes do? And if we don't know what these genes do, like what kind of uncertainty and questions does that bring up? And so it can be really exciting, that discovery phase, and also quite overwhelming, honestly. [00:28:36] Craig Macmillan: what other applications might there be for bioinformatics in wineries or in vineyards? [00:28:41] Aria Hahn: Yeah, that's fantastic. So definitely monitoring. You know, regenerative farming is a really big thing right now. how can we introduce additional species, cover crops, , you know, planting additional or different plants in between. Like, what can we do to really increase the soil health, sequester carbon, the biodiversity of the soil, of the land, and how does that affect it? So we can monitor all those things with environmental DNA or eDNA. [00:29:09] One thing that we've been thinking about a lot is this concept of smoke taint, which I think has kind of affected the whole west coast of North America. [00:29:18] Are there microbial treatments that can kind of mitigate smoke taint, , can we feed bacteria, the bacteria that we know [00:29:29] can kind of break down those volatile phenols that cause the smoke taint. Get them to kind of break that down first before we make the wine. Like we're kind of looking at applications like that. [00:29:40] Obviously those are, I would say further out in terms of technological development biodiversity, which we can absolutely go and do today. , but there's interest in that smoke taint. Application, and we're really interested in that. [00:29:52] Then there's also kind of everything in between. So can we the harvest? Can we increase the quality of the grape? Can we help with years that are dry? Can we help with years that are wet or cold or hot? as we, kind of committed to a certain number of effects of climate change, we have to start thinking creatively. [00:30:14] I was on this call with an unrelated company. They wanted to do similar things but in the mining space, in the reclamation space. And I don't know how it happened, but I was on this call with this man. It was his last day before it was dark where he was. He's in Quebec. He's three hours ahead. [00:30:29] , You know, it was winter. So it's very, the mood was very, like, dark and somber, and this was his final call of his final day of work. And he was so hopeful about microbes, and he spent his career working with them. And just before he signed off the call, he says, I hope microbes save us all. [00:30:50] And then he kills the call. And, and, for, the next few years, I titled every single talk I did, Microbes may save us all because I just, the weight of that conversation was so big and I know that's not what we're talking about here in terms of [00:31:08] smoke taint, but I do think, you know, to bring us full circle to this like omnipresent godlike presence of microbes that there's something to that idea in that I think that they have this potential to save us from ourselves. If we can learn more, [00:31:25] Craig Macmillan: I think what we're talking about is bioremediation and the potential there. And bioremediation would work by identifying an organism that's going to play a certain role and then actually introducing it into the environment. For instance, like introducing it to wine that may have smoke taint, for instance. [00:31:40] Aria Hahn: , so there's a three main approaches to that. [00:31:42] So the first is exactly what we're talking about. You introduce a micro that we know and you, and you put it in there. The main challenge of that is this, this word we call engraftment. We actually steal that word from organ transplants. So, when you put in a new heart, not that I know anything about heart transplants, but when you put in a new heart, you have to engraft it. [00:32:01] And so people need to be on immunosuppressants, is my understanding, to make that heart transplant like stick in their body, have their body accept it. Kind of the same challenge when you introduce a microbe into an open, wild environment where you need that new species to engraft in that community. If you can't do that, you just have to keep adding it. [00:32:21] You have to keep adding it, keep adding it, it's time consuming, it's expensive, all of these things. So engraffing is still a challenge in that field. But that is one way. [00:32:29] The second way is to bioengineer. And so the concept here is that you take species or strains that are naturally occurring, so they do well in that environment, and you change something in their genetics and then reintroduce that. It does get around the concept of, [00:32:50] of engraftment in theory. The major issue with it is, there's not a lot of people or companies that feel ready, I think, to take a biologically engineered synthetic genome and introduce it into the environment en masse. We just don't understand the risks of it, or, or not, we don't know, but I think that's the point, is that we don't know, and so people are a little bit like, Maybe we're not quite there yet. [00:33:19] And then the third way is to say, I'm going to look at who's already there. And I'm going to understand what they like to eat and what their competitors like to eat and I'm going to try to starve their competitors [00:33:31] and really feed the ones who have the capacity to degrade those volatile phenols. I'm going to like try to get their population to do super well and thrive. and and try to kind of starve out and make the populations that can't do the job that I want lesser and less prevalent in the community. [00:33:51] And that approach I think is kind of one of my favorites where we understand and then we put some selective pressures. So this could be adding more nitrogen, adding different carbon sources. [00:34:01] It could be watering less to create a more aerobic environment. It could be you know, kind of drowning them to create an anaerobic environment. It's kind of those bigger controls that we have working with the microbes that are already there. [00:34:17] Craig Macmillan: Yeah, in the same way that we're not afraid to play with plant communities in agricultural systems, with cover cropping or intercropping or anything like that, same kind of idea, where maybe I plant something that I think will out compete a weed. [00:34:28] Same kind of idea. And we're pretty comfortable with that. [00:34:32] And also things will have a way of finding their stasis, finding their, their It's just getting it kind of pushed in the right direction. I think that he's super, super cool. [00:34:44] A lot of interest and work in the soil microbiome in terms of soil health. We mentioned regenerative agriculture. I have put my toe in that, in, in my professional world extremely difficult, extremely confusing, lots of holes you know, and, and trying to find markers or metrics has been. challenging for instance, I was trying to figure out how healthy some soils were. It, healthy in quotes, and I wanted to do analysis of respiration. And this very good soil ecologist said, well, that tells you how many folks are in the room, but it doesn't tell you what they're doing or who they are. [00:35:21] And I was like, that's a really good Point I could have a lot of respiration from organisms. I don't want and I wouldn't know what was who and who was what? What world can bioinformatics play in that [00:35:33] Aria Hahn: , that's a great question. So I would say it's the opposite in general, without the spike ins and kind of specific things, what? we can tell pretty inexpensively, 50 to 100 a sample, is basically who's in the room and in what relative abundance. So it is come down a lot in price. It doesn't tell us a lot about their genetic capability. [00:35:55] So if we know them because they've been previously studied, then we can say like, oh, yeah, these guys are known to do X, Y, and Z. [00:36:02] If we don't know them, for that kind of price point in those methods, we're kind of just like, yeah, we know their names. But that's it. [00:36:08] Then we can do kind of a deeper dive, , to a different type of sequencing called whole genome sequencing. And you get the whole genome. And so there we can actually say not only who they are, but what they're doing. Or what they have the ability to do. And so that's where the limit of DNA is, is that it can tell us the potential. They can potentially do this, but it doesn't actually tell us if they're choosing to do that, so to speak. [00:36:33] There are other techniques that are very related. Metatranscriptomics, it's looking at the RNA, and you could do metabolomics. So you can actually look at the metabolites that they're producing, and then it tells you what they actually did. But we often can start at that base layer of DNA. and build up. So those questions we can answer. [00:36:51] And I think you're right about there are a lot of holes and it's confusing and it's complex. And we say this to clients all the time, like, if you know way to solve a problem, do that. Biology is messy. [00:37:03] But if you don't, like let's look at biology and let's enjoy the mess , there's a lot of beauty in that mess. And that's one of the things we've actually loved about interacting with wineries they are incredibly scientifically minded folks. They're data driven, the amount of innovation and technology they're using. never fails to impress, but you also get that love of the art and the craft from them. We love that. We see art and science as like in a circular spectrum. And so we love when, our clients in the, in the wine start talking to us about kind of their secret sauce and the things that they've tried and how, and they always get a little bit nervous. [00:37:49] And they would, if they always kind of start, they were like, you know what else I do? And we're like, tell us. And then they tell us something and they're like, we just know from experience. Experience that this works that this changes the ferment, but we don't have any evidence for that And and I think they're worried we're gonna judge them but we're like no that is like their science is all way of knowing but [00:38:09] my friend says art is science and love and and I love that idea that is something that's been really really fun about working with wineries and vineyards is they kind of get that they're like, yeah, this is the love piece here [00:38:22] Craig Macmillan: That's cool I think there's beauty in the mess. I might adopt that if you don't mind I mean, I may use that for some of my own stuff. I think that's great What is one thing you would tell growers or wineries, , [00:38:35] Aria Hahn: their choices are directly impacting the microbiome, so that's the bacteria and the yeast And that that is going to affect the terroir, the complexity, the quality of the wine, and it is knowable. [00:38:50] Craig Macmillan: there we go. And we also know that some of the things that we do may affect that and that is part of what makes us special. Where can people find out more about you? [00:38:58] Aria Hahn: We have a website, it is koonke. com, K O O N K I E dot com. can also look me up, Aria Hahn, , and on Google Scholar, the internet, I feel like I'm very findable. [00:39:10] Craig Macmillan: Yeah, you are very findable and we will have a lot of links and other things on the show page. So please check that out. Really fascinating stuff going even beyond this. I want to thank you for being on the podcast. [00:39:21] This has been a great conversation. [00:39:22] Aria Hahn: Yeah, thanks for having me. Super fun. [00:39:25] Craig Macmillan: So our guest today was Aria Hahn. She is CEO and co founder of Koonkie, a bioinformatics company, and is doing some really fascinating stuff, not only around yeast, but lots of other topics. [00:39:35] And I just got lost down the rabbit hole when I took a look at that website, all the different things you folks have been involved in, and it was really fun. [00:39:48] Beth Vukmanic: Thank you for listening. [00:39:49] Today's podcast was brought to you by Sunridge. For over 45 years, Sunridge nurseries has supplied premium quality grapevines. to grape growers worldwide. A pioneer in the industry with a focus on clean quality vines and personalized dedication to their partnered growers has led them to be the largest, most well respected grapevine nursery in the United States. Sunridge Nurseries continues to lead the industry having undergone several expansions to their modern state of the art facilities and is the first and only grapevine nursery to have implemented the most advanced greenhouse Horticulture water treatment technology in North America. [00:40:26] Make sure you check out the show notes for links to Aria, an article titled, make better wines with bioinformatics plus sustainable wine growing podcast episodes, 201 balance hot climate, high sugar wine with green grape juice, 243 microbial communities in the grapevine. And 251 vine sap analysis to optimize nutrition. [00:40:50] If you liked the show, do us a big favor by sharing it with a friend, subscribing and leaving us a review. You can find all of the podcasts at vineyardteam.org/podcast, and you can reach us at podcast at vineyardteam. org until next time, this is sustainable wine growing with the vineyard team.   Nearly perfect transcription by Descript
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  • 262: A Vineyard Research Site to Study Soil Health
    Winegrowing regions in Washington State have many unique challenges from salty soils, to low organic matter, to nematodes. Devin Rippner, Research Viticulture Soil Scientist with USDA-ARS and his colleagues at Washington State University are developing a research vineyard to study soil health building practices. They are testing a variety of management strategies including adjusting irrigation volume to correct for salt build-up, mowing for weed management, compost applications and synthetic fertilizers, and different cover crops. The team is tracking the cost of each practice and will ultimately evaluate wine quality in the coming years. Taking a deeper dive into the future of soil sampling, Devin explains X-ray CT imagery. He has used this technology to evaluate the structure and organic matter from soil columns and aggregates. X-ray CT imagery has also been used to evaluate the impact grape seeds have on tannin flavor profiles. Resources:         80: (Rebroadcast) The Goldilocks Principle & Powdery Mildew Management 90: Nematode Management for Washington Grapes A workflow for segmenting soil and plant X-ray CT images with deep learning in Google’s Colaboratory Devin Rippner, USDA ARS Functional Soil Health Healthy Soils Playlist Red Wine Fermentation Alters Grape Seed Morphology and Internal Porosity Soil Health in Washington Vineyards Vineyard soil texture and pH effects on Meloidogyne hapla and Mesocriconema xenoplax Washington Soil Health Initiative Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet   Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member Get More Subscribe wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources. Learn more at www.vineyardteam.org.   Transcript [00:00:00] Beth Vukmanic: Wine growing regions in Washington State have many unique challenges from salty soils to low organic matter to nematodes. [00:00:13] Welcome to Sustainable Wine Growing with the Vineyard Team, where we bring you the latest in science and research for the wine industry. I'm Beth Vukmanic, Executive Director. [00:00:23] In today's podcast, Craig McMillan, Critical Resource Manager at Niner Wine Estates, with longtime SIP certified vineyard and the first ever SIP certified winery, speaks with Devin Rippner, Research Viticulture Soil Scientist with USDA ARS. [00:00:41] Devin and his colleagues at Washington State University are developing a research vineyard to study soil health building practices. [00:00:49] They are testing a variety of management strategies, including adjusting irrigation volume to correct for salt buildup, mowing for weed management, Compost applications and synthetic fertilizers and different cover crops. The team is tracking the cost of each practice and will ultimately evaluate wine quality in the coming years. [00:01:08] Taking a deeper dive into the future of soil sampling. Devin explains X ray CT imagery. He has used this technology to evaluate the structure in organic matter from soil columns and soil aggregates. X ray CT imagery has also been used to evaluate the impact that grape seeds have on tannin flavor profiles. [00:01:28] Now let's listen in. [00:01:29] Craig Macmillan: Our guest today is Devin Rippner. He is a research soil scientist with the USDA agricultural research service. He's based out of Prosser, Washington, and he's also an adjunct in the department of crop and soil sciences with Washington state university. [00:01:46] Devin, thanks for being here. [00:01:48] Devin Rippner: Absolutely. Pleasure to be here, Craig. [00:01:50] Craig Macmillan: You are on the leadership team of the Washington State Soil Health Initiative. I think it's a pretty cool little program. Tell us what it is and what it's all about. [00:01:59] Devin Rippner: Yeah, absolutely. So the Washington State Legislature allocated funding to study soil health and soil health building practices in a variety of agricultural systems and so to access that money a number of groups put in competitive proposals at the Prosser Irrigated Agriculture Research and Extension Center, we put in a proposal to study soil health in wine grape systems. [00:02:24] Originally, we actually had it in juice grapes as well, but we were not able to get enough funding for both. Juice grapes are actually a big product out of Washington. [00:02:32] Craig Macmillan: I did not know that. That's interesting. What varieties? [00:02:34] Devin Rippner: Mostly Concord? [00:02:36] I'm less familiar with it. It's something I would, I would like to work in cause they have different constraints than wine grapes. [00:02:41] Ours is focused on wine grapes, but there are systems looking at tree fruit, at potatoes, at small crane cropping systems. There are a variety of systems that are being evaluated. [00:02:54] Craig Macmillan: I looked at a flyer that kind of outlined some of the ideas and issues around , the Wine Grape part. Can you tell us a little bit about that? [00:03:01] Devin Rippner: we have fairly unique soils. We have pretty alkaline soils here in Washington. We're on the arid side of the Cascades. So think Reno rather than like Seattle. we tend to accumulate salts. We also have very coarse textured soils. So a lot of sands to sandy loams or loamy sands. Very little clay. [00:03:23] We have typically under 10 percent clay in a lot of the grape growing regions of washington. we also have low organic matter, because it doesn't rain much here. There has never been a chance for a lot of plants to grow. And so we just have never really built up organic matter. So we typically have about, let's say, maybe 1 percent to 2 percent organic matter in our soils. [00:03:44] That's about half a percent carbon to 1 percent carbon, which is typically it's pretty low for a lot of soils. [00:03:50] Craig Macmillan: It is. [00:03:51] Devin Rippner: those are some of, some of the like unique challenges around soil health. There's also problems with pests. Haven't had too much of an issue with Phylloxera. That's changing. [00:04:01] There are a variety of nematode pests that cause problems in grapes here. When you plant a vineyard into an old vineyard, you're basically putting baby vines into a place that might have a bunch of pests that aren't a big deal for really mature vines. [00:04:14] But as soon as you put a baby in that environment, it does not thrive. [00:04:18] Finding ways to deal with nematode pests, things like that over time , is really important. So those are kind of the things that we are, we are looking at, at our site. [00:04:27] Craig Macmillan: What kind of practices are you investigating to address these things? I hadn't really thought of that about it till now, but nematode is a good one. that's a tough pest. [00:04:37] Devin Rippner: funny thing is this is a long term site, right? So, so our practices for those will really come later. I had a nematologist that worked for me. And she evaluated our soils for for the pathogenic nematodes for wine grapes, and we don't really have them but the thing is they build over time, right? [00:04:52] Just because there might be a few in that soil But when they start colonizing the grape roots over time, they can become problematic We functionally have a rootstock trial at the end of all of our experimental rows and, and rootstocks have been found to be very effective at preventing nematode problems or decreasing the severity of nematode problems. [00:05:13] We will be able to kind of look at that with our rootstock trial. [00:05:17] Craig Macmillan: Do you have any of the GRN stocks in that? [00:05:19] Devin Rippner: We don't, so we have own rooted vines and then we have Telekey 5c 1103p 110r. Let's see then I think St. George [00:05:30] I'm trying to remember what, what the last one is. It's escaping me right now. I apologize. [00:05:34] Craig Macmillan: Well, no, it's all right. Some of the more common root stocks, basically the ones that are very popular. [00:05:39] Devin Rippner: Yeah. Yeah. Yeah. [00:05:41] The reality is that a lot of the like vitis rupestris, vitis riparia, , they are less prone to nematode parasitism. Than Vinifera. , that's the reality of it. [00:05:50] Craig Macmillan: Yeah. Less susceptible. I think it's probably the best way to put it. Nothing's bulletproof when it comes to this, this problem. [00:05:57] Devin Rippner: And Michelle Moyer in Washington has been doing a lot of work with this, with Inga Zasada, who's a USDA scientist. And their, their results are really cool. They're finding that when you try to fumigate, it helps for a little while, but the rebound is bad, and it's just easier to just use rootstocks. [00:06:15] Craig Macmillan: Yeah. Talk to me a little bit more about, you said salinity can be an issue [00:06:19] Devin Rippner: Yeah, [00:06:20] Craig Macmillan: So here's the, the back and forth on that. You would think that a, a coser, your textured soil salinity would be less of an issue, but you don't get the rain to take advantage of that. Is that , the issue here? [00:06:30] Devin Rippner: 100%. That's exactly it. We build up layers called caliche layers, which are evidence of a lack of water moving downward. [00:06:38] So it's, it's really evidence of water moving down and then back up due to evaporation. We get big buildups of carbonates in our soils and carbonates are a type of salt. [00:06:48] So as you apply other chemicals, Salts, a salty irrigation water , we tend to build up salts in our soils. A lot of our irrigation water comes from the Yakima River or other rivers in the area, columbia River. But there are places where people are on deeper wells and they are seeing salt accumulation in their vineyards. [00:07:06] And it's, it's really challenging to deal with. [00:07:09] Craig Macmillan: Do you have any strategies that you're looking at? Anything you're trying out? [00:07:13] Devin Rippner: at our site over time, we're going to look at higher irrigation volumes versus lower irrigation volumes and seeing if that will change the accumulation of salt at our site. , that's kind of the main experiment around that with our soil health vineyard. [00:07:27] Craig Macmillan: Obviously you're doing this with some pretty salty irrigation water and you're comparing that to less salty water. At one site, you're only gonna have one type of water, right? [00:07:36] Devin Rippner: Right. That's not something that we'll be able to do, but one of the interesting things is we are applying compost and. Our compost can be pretty salty. [00:07:45] So we'll, we'll be getting compost. That'll be kind of four decisiemen per meter. I I'm sorry to use those units and so that, so that is salty. [00:07:54] Craig Macmillan: Yeah, it's salty. [00:07:55] Devin Rippner: Young grapevines, if they grew only in that, they would really struggle. It's over the, the two deciSiemen per meter kind of threshold for grapevines. That's something where we're, you know, we are using clean irrigation water, but some of our amendments coming in can be saltier. [00:08:10] When we have kind of a, a low and high irrigation treatment, we can evaluate the salt accumulation in the root zone. From that particular amendment, right? [00:08:19] Craig Macmillan: What about other types of fertilizer? Are there organic fertilizers or something like that that might be less of a salt contributor than let's say a traditional nitrate based fertilizer? [00:08:28] Devin Rippner: As it turns out, at least for us, we don't apply. a massive amount of nitrogen to our grapevines, so we're often applying between 20 and say 60 pounds of N per year which is not a lot compared to say corn or, tree fruit or, or hops or things like that. [00:08:45] And so we, we don't, Exactly. Expect to see a buildup of, of those salts over time. Honestly, some of the organic amendments end up being saltier than our fertilizer. [00:08:55] That's something when we do a high and low for irrigation, we will be able to look at the accumulation of, of nitrates and things like that. [00:09:02] Cause in our arid environment, you do get accumulations of nitrate, which is kind of funny. [00:09:06] Craig Macmillan: Yeah, that's interesting. You also mentioned the soil pH, alkalinity. What, what's going on there? How bad is it in different spots? What can you do about it? I, I'm fascinated by this because like when you look at viticulture, you have like a lot of knobs on the mixing board, right? You got a lot of sliders and, Soil , you can't slide it very well. It's like very hard to make changes to soil over time. [00:09:33] Devin Rippner: it is. [00:09:33] Craig Macmillan: very slow and very difficult. So I'm very interested in , this issue here. [00:09:39] Devin Rippner: It's funny at our site, the soil pH isn't too bad. It's about 8. Across the board, from the, from the top that so, so we've been measuring from the top of the soil down to about 90 centimeters. About three feet. We do see a pH tick up in our sub soil, but still it's, it's around the eights. [00:09:56] We actually have a lot of carbonates in our soil. There's only more organic carbon in the top six inches of our soil. And from that point on, most of our carbon is in the form of carbonates. [00:10:06] Which is kind of unique. And so once you get down to like 60 to 90 centimeters, so two to three feet in the soil, functionally, 90 percent of the soil carbon is carbon from carbonate. [00:10:16] So dealing with that in the region there's wide variation, so people that are planting into old wheat ground where they've used a lot of ammonium based fertilizers or urea, the pH can be in the fives. And then I, I mean, I've measured soil pH is up to about 9. 8 around here. So, so quite high. [00:10:35] Those soils are hard to deal with. So these are carbonate buffered systems. So to try to lower the pH, you basically have to get rid of all the carbonates. And that is not really feasible. We do see in some of the vineyards that we work in. And again, a lot of this data is preliminary. [00:10:51] I'm trying to get stuff out right now. Getting the vineyard set up has been a massive undertaking. And I've been lucky to work with a great team to, to get it done, but it has taken a lot of my time. [00:11:01] Um, but we, we do see seasonal fluctuations with irrigation. So soils might start off with a pH around eight drop over the course of the growing season into the sixes and then as they dry down for winter time. So we cut irrigation. The pH will start to rise back up as the carbonates move from the subsoil to the surface. [00:11:21] Craig Macmillan: Interesting. Interesting. Let's talk about your vineyard. If I understand correctly, you have a research vineyard there in Prosser that you are building from scratch or have built from scratch. Is that true? [00:11:30] Devin Rippner: Yes. . It is a new vineyard to study soil health building practices. We just finished our second season. And we were very lucky. Vina Matos which is a company out of Portugal. They mechanically planted it for us. [00:11:45] Scientist, so it's, it was, yeah, it was a bit of an undertaking. Even now I've gotten a lot better on a tractor than I was. And, you know, I like to run, like, I'd like to do x ray stuff. And then I'm out there on a tractor, like, yeah, doing stuff. It's a unique challenge. [00:11:59] So we do have a vineyard manager Dr. Liz Gillespie is the vineyard manager. , she honestly does most of the tracker work. I only sub in when she's down with an illness or something like that. [00:12:09] It's been a team effort for the last couple of years. [00:12:12] Craig Macmillan: What are you doing in there? You've talked about a couple of topics, but, and how big is this, this vineyard? [00:12:17] Devin Rippner: It's not that big. It's about 4. 1 acres. , [00:12:20] Craig Macmillan: that's, you know, for research, that's good. [00:12:22] Devin Rippner: yeah, yeah, it is good. We functionally have a business as usual. So we call it our Washington 2021 standard. So it's kind of what growers just do. So that's spraying undervined for weed control and then just let resident vegetation pop up where it may and mow it down. [00:12:39] Most people don't spray or till , their tractor rows. They just. Kind of let it go. We don't get that much rain. You end up selecting for annual grasses it's actually a pretty good weed composition for a tractor row. So then we start building from there. [00:12:52] One of our treatments is what if you just mowed everywhere, right? The goal is to select for annual grasses everywhere over time. [00:12:59] And then we have another treatment where we're mowing everywhere. But we're applying compost for fertilization. Our other treatments get synthetic fertilizers for fertilization, and then we have our compost treatment where we're mowing. [00:13:12] Then we have an undervined cover crop, so that's like our cover crop treatment. [00:13:16] We're curious about undervine legume cover crops. So we have a short subterranean clover that , we've seated in to hopefully eventually start adding nitrogen to the system and, and hopefully we'll be able to back off on more of the synthetic fertilizers over time in that system, but we'll let the vines guide us, right? [00:13:35] Craig Macmillan: What species of clover is that? [00:13:37] Devin Rippner: I'm not sure the exact, so it would be like Dalkey. [00:13:39] it's a clover that basically has low flowers and shoots seed downward. And so , that allows it to replant itself really effectively. [00:13:47] The flowers tend to be below the foliage. So we won't have to worry about mowing them down too badly. , they stay low. And so that's why we selected that. just to try to keep the flowers low and keep foliage away from our vines. [00:14:01] Craig Macmillan: Anything else? [00:14:03] Devin Rippner: Yeah, so then we have our aspirational treatment, which is kind of a mix of the subterranean clover cover crop. And then we have compost fertilization and then kind of breaking the full factorial. We're actually changing what's in , , the tractor row. We're planting an intermediate wheatgrass. [00:14:20] We started with crusted wheatgrass. It's so funny with these experiments. , we seeded in crusted wheatgrass a couple of times and just did not take it's not very effective for competing against other weeds, and it's not very good with traffic. And so now , we're seeding in intermediate wheatgrass. [00:14:35] , it is more traffic tolerant and is more weed tolerant. So we're hoping that we'll be able to outcompete all the other annual grasses and just have kind of a perennial grass cover crop. [00:14:46] Craig Macmillan: Is it on these courses? So is this camp is compaction less of a problem? I would think. [00:14:53] Devin Rippner: We do have some compaction. That we've seen out there. Certainly mechanical planting can cause some extra compaction. It, it takes a lot of force to, you know, rip a giant hole in the ground to drop the vines into. And so we do see some compaction from that. [00:15:06] We have taken bulk density cores from all over the vineyard. And we're hoping to see changes over time in that compaction. So we've done bulk density course from under vine and then in the tractor row. And so we're hoping that over time, these various practices will alter the bulk density, hopefully lower the bulk density in the tractor row. [00:15:27] Craig Macmillan: And then I'm assuming that you're also keeping track of costs for these things. [00:15:32] Devin Rippner: yes, we have been keeping track of costs. We are keeping track of the hourly labor , for mowing. Honestly, we've, we've purchased some undervine mowers and , we have really struggled to find a good solution for our young vines. [00:15:45] We're going to, Purchase another one soon. The biggest thing is that if you have a swing arm on it, it's got to be gentle enough that it, it'll push out of the way , with a bamboo stake in the ground. [00:15:55] And a lot of the existing swing arm mowers for orchards and vineyards it takes a lot of force to move that swing arm. [00:16:03] It's been a real challenge for us. So, so we ended up having people go out with weed eaters, which is super expensive and is actually something that some vineyards do either biodynamic vineyards in the area that they'll send people out with weed eaters to go control the weeds under vine. [00:16:17] I don't want this to be just like a hyper specialized science experiment. If we're sending people out with weed eaters, it sounds a little bit ridiculous, but there are folks in the industry that do it. So it's not. It's not that ridiculous. [00:16:28] Craig Macmillan: It's not that ridiculous. It's legitimate. [00:16:31] Whatever tool that you can make work, depending on the size of your vineyard and depending on what your conditions are. But yeah, you're in row mode. That's going to be an issue until these vines are mature to no doubt about that. I hope you still have a vineyard after knocking down these bamboo stakes. [00:16:44] You don't have like real results yet. You've only just gotten started. [00:16:47] Devin Rippner: We've only just gotten started you know, some of the results that we got were prior to our planting, there were no differences among our treatment blocks for our treatments across the site. So that's nice kind of starting at a, a pretty even baseline. [00:17:03] We're going to track the changes over time. Honestly. I hate to speculate, we don't have the data for it yet, but we've been applying, our synthetic fertilizers based on our like compost mineralization rate. And one of the things that's pretty obvious when you walk out there is that weed competition is brutal for young vines. [00:17:23] So where we're spraying with herbicide under the vines, there's less weed competition. Those vines are just bigger., [00:17:28] we're going to up the amount of fertilizer that we apply next year to try to, like, get around that. And it's one of the challenges at our site is that for long term research, we have to manage our vineyard in a way that kind of limits how many comparisons that we can make. Functionally, two out of our three rows are buffers. It just eats up an enormous amount of space and I'm, I'm hesitant to start putting other treatments into those areas. Like, oh, what if we vary the fertilizer rate to see what the effect is with relation to mowing, right? [00:18:01] So can we get over the weed pressure by, Applying more fertilizer. One of my main takeaways is that a lot of the recommendations that you might get for like, for conventional management won't necessarily work if you're trying to change your system [00:18:16] That's where, you know, growers are going to have to play around and understand that if they're mowing under vine, there is going to be more weed pressure and those weeds take up nitrogen. [00:18:27] You may have to fertilize more. I mean, that, that's just a consequence of, of weed competition. [00:18:32] Craig Macmillan: yeah, yeah, yeah. That's interesting. And in irrigation water too, [00:18:37] Devin Rippner: Oh yeah. Yeah, for sure. Absolutely. They use a lot of water. There's no doubt about it. [00:18:42] Craig Macmillan: Which actually brings me back to the clover. I planted crimson clover in my yard once and I irrigated it and it was really pretty and I actually put two and a half foot, three foot high risers off of my lawn sprinklers to get a sprinkler high enough that I could keep growing it. And I was able to grow it up to about three feet tall and it was gorgeous. It was absolutely amazing. But it does make me wonder if, what's a subterranean clover? It's a low growing clover, but how much effect does irrigation have on it in terms of making it taller or taller? [00:19:13] Devin Rippner: That's a good question. I haven't looked into it that much. I consulted with some colleagues here. Who've done work with a variety of cover crops, and they were the ones that recommended the subterranean clover. It has a short stature and part of it is because of how it flowers and seeds, it can't get that tall because it's, it pushes its seeds into the ground. [00:19:32] And so there's no real benefit for it getting taller because then it will be farther away from where it needs to put its seeds. [00:19:39] That's a real concern. I mean, I've learned so much by , having a vineyard gophers, voles, rats, mice, they can be problematic. Right. And if you have a tall cover crop, that's getting into your vines, like that's an easy pathway up. [00:19:52] Keeping the, those undervine weeds and cover crops short is really important. [00:19:58] Craig Macmillan: Yeah. It's also really important for the success of your predators. [00:20:01] Your barn nows and whatnot. They can't really do much when things are tall. So keep going, keep good luck. You're in it. You're in it now, Devon, [00:20:09] Devin Rippner: Oh, yeah. No, that's what it feels like. I feel like I jumped into the deep end of a pool, but didn't realize it was so deep. And so, yeah, I'm learning. [00:20:17] Craig Macmillan: Because prior to a few years back, cause you were, you were at Davis and you were at the Oakville station. Is that right? For a little while. [00:20:24] Devin Rippner: I pulled some samples from Oakville, but no, I was mostly on main campus. I'm a soil chemist by training. Grapevines are relatively new for me. I worked for Andrew McElrone, who , does some great work a lot of my previous work did not involve grapes, and it was mainly, like, tomatoes or other annual crops, and often, like, pretty lab based stuff. [00:20:47] And so this has been a real deep dive for me to do something different. [00:20:53] Craig Macmillan: which is an excellent transition to some of your work which you did at other crops, but you also did some other interesting things related to vines and to soil. And that is x ray CT imagery. You were the first person to introduce me to this concept. I I had no idea I guess I should say X ray micro CT imagery. What, what are the exact terminology? What is it? What can it do? What can we learn? [00:21:20] Devin Rippner: Thanks for bringing this up. Let me just try to keep it simple and I'll build out from there. Just like a doctor's office where you can get an X ray you can actually X ray soils. And plants and look inside of them. X ray computed tomography is where instead of just taking one x ray, maybe you take 1000 x rays as the sample is slowly moving. And what you end up with is the ability to make a three D reconstruction of that sample. Where you're able to look inside of it. [00:21:50] Materials that absorb x rays look different than materials that don't absorb x rays. And so you're able to start Teasing apart structures that are inside of plants and soils [00:22:01] There's different levels to that. Humans have X ray computed tomography done on them, right? You can go in and have that procedure done to look inside of you. It's very much like an MRI there are some tools that it. look at very big volumes. And then there are some tools that look at very small volumes. [00:22:19] That's where there's the x ray microcomputed tomography is looking at very small volumes. And a lot of times those instruments they're low often located. With synchrotrons. So a synchrotron is a particle accelerator that moves electrons at about the speed of light. And then as they're going at the speed of light, , it bends them, it shifts the path of the electrons. [00:22:43] And in doing so , Theory of relativity says that when you have a big shift , in the direction of these electrons they must lose energy. And so they lose energy as the brightest light that we know of in the known universe. And so some of that light are x rays and those x rays are very tunable, and there's a lot of them. [00:23:03] And so we can basically focus on a really tiny area. And still have a lot of x rays. That lets us look at really small things and still have like good contrast and be able to image them relatively quickly. This field is advancing quickly. I know it sounds pretty crazy to talk about x raying soils and plants and things like that. [00:23:23] But the reality is these x rays can also be used to identify elements. And so you can do elemental speciation. So you can be like, Oh, all of the phosphorus there is as phosphate rather than some other form or it's calcium phosphate, not magnesium phosphate. That's called x ray adsorption, near edge structures. [00:23:42] That's how people do that. A long time ago, these instruments used to be unique. You do like a tomography and then you do like these Zains do elemental information, but those things are converging. Now it's possible to do like x ray CT and also do elemental analysis and speciation on the same sample. [00:24:01] in 100 years, that may be how we do our soil testing is you literally have one of these instruments on the back of a tractor. You pull a soil core. You do a quick scan and you say, here's our structure. We can also see the organic matter inside of the soil column. And then by inference from the outer edge of the soil column, we can get What elements are there and what form they're in and then make predictions on their availability. [00:24:27] Were very far from that, but that's like the vision that I have in my head is that at some point, , these will be sensors that people can just use in the field. Will they use an enormous amount of energy? Absolutely. Technology has, shifted in my lifetime and a lot of things that have seemed absurd in the past are now commonplace. [00:24:47] Craig Macmillan: What kinds of things, and it can be other crops as well, but in particular, there was one you did with, I think, grape seeds. Those are the things that can do what, what have you actually. Zapped [00:24:59] Devin Rippner: Yeah. [00:24:59] Craig Macmillan: a better word. [00:25:01] Devin Rippner: You know. [00:25:01] Craig Macmillan: mind here. Okay. So [00:25:03] Devin Rippner: Yeah. So I work with a lot of folks at different national labs. So the Pacific Northwest National Lab is a lab I work at a lot. And we've done a lot of imaging of soil cores and they're big soil cores. So three inches by 12 inch soil cores and to look at soil structure and we're working on segmenting out organic matter from them. [00:25:22] That's something that was not previously possible, but with modern neural networks and deep learning, we can actually train. Neural networks to identify specific compounds in the soil and identify them. We've done it with soil columns. I've done some work with soil aggregates. [00:25:38] So we can look at very small things as well. I've looked at grape seeds, so we had a little study where working with some folks at Davis they pulled out grape seeds, before, during and after fermentation, functionally, and we looked at how the structures of the seeds were changing. [00:25:58] The idea here is that grapeseeds provide a lot of tannins and they're not necessarily like the best tannins for wine, but they do provide a lot of tannins. [00:26:07] People have always wondered like, why do grapeseeds kind of supply a constant amount of tannins during the fermentation process? And as it turns out, it's because the structure of the seeds is changing during fermentation, [00:26:18] They start cracking. And so the internal structures become more accessible during fermentation. [00:26:23] And so that's what we were seeing using x ray tomography is these internal changes that were happening inside of the grape seeds that could potentially promote tannin extraction. [00:26:32] Craig Macmillan: That is fascinating. That explains a lot. I'm just thinking through, Tannin management. The date currently is in the beginning of November 2024. So we're just wrapping up a harvest here in the Paso Robles, central coast area. And so I've been thinking a lot about tannin management last couple of months on behalf of my friends who make wine, not myself. That's not entirely true. Is there a practical application to that in terms of like timing or conditions or things that would contribute to the, the cracking breakdown of these seeds that you identified? [00:27:05] Devin Rippner: We weren't able to go like that in depth and it's some, it's an area that I would like to build on. But the idea is that. The fermentation is a pretty harsh environment. You have a massive change in pH. Microbes are working hard. You have the production of ethanol, which allows the extraction of different compounds. [00:27:24] The seeds are seemingly being modified during fermentation. There needs to be more work done in this area in terms of seed tanning management. We now have kind of a, the more physical. Explanation for why those cannons are coming out of the seeds. [00:27:39] If you are able to pull your seeds earlier from fermentation, I mean, that's like a ridiculous thing to say, but you know, [00:27:45] Craig Macmillan: no, I mean, winemakers are very clever there's a lot of techniques that have become more prominent, I think, in the last 10, 15 years in terms of things like pressing off early, so getting your extraction fast and then finishing out the fermentation off of skins, off of seeds, you know, that's one way that you can do it really using seed maturity as a major variable in your pick decision is another one that I've seen people really draw to. [00:28:09] I remember people crunching on seeds and going, yeah, that's mature. Now I'm seeing people reject a pick date based on that. [00:28:17] Like we were going to wait for these seeds to mature fully before we pull because of, because of these issues with a seed tannin. So just knowing that I think is fascinating. [00:28:28] And if we can put some time and pH things on that, that would be really cool. Are you going to be using this technology with the with the research plot for anything? [00:28:36] Devin Rippner: Oh, yeah. Yeah. I mean, we [00:28:39] already have started that. We've already started down that route. Shortly after planting we collected soil cores from, , the vine row. And then from where the, the planter tires were functionally running just to look at changes in bulk density. So like kind of how compressed the soil is and then trying to get at changes in porosity. [00:28:58] We looked at these cores relative to , a field next door. That has had very relatively little disturbance in the past, like 4 to 10 years. It's kind of variable but has had less disturbance than say, like, right after planting a vineyard mechanically. Some of the things we see are you know, when you mechanically plant a vineyard, the bulk density , in the vine row is much lower than where the tractor tires are running that intrinsically makes sense. [00:29:26] And they're kind of both different than a place that's been no till or low disturbance for four to 10 years. Some of the things that are most interesting, and, and again, this is preliminary, it's got to go through peer review. . But when we look at the CT scans, you can actually see where worms have been moving, [00:29:45] In these, like, low till and no till plots or this field that has just not really been disturbed. [00:29:51] , so worms are actually making sizable holes in the ground, and those holes contribute to the porosity in these, like, low disturbance soils compared to these very disturbed soils. And that was a really interesting thing to visually see. You can see the worm castings in the scan. [00:30:10] I don't know if you've ever seen worm castings before, but they kind of, they're these little, like, kind of football shaped Things that are all clumped together our soils don't really aggregate. [00:30:20] We don't have enough organic matter and we don't have enough clay. And so that's like driving force behind aggregation in our soil seemingly is worm castings. For me, that was just mind blowing. [00:30:31] I was not expecting to see that. I think I was expecting to see a lot of roots or like root channels and they're there, but the worms are like following these roots and root channels around. [00:30:41] I'm a very visual person. And so when I do CT stuff, it's like, Oh, wow. Like I can see it with my eyes. If I can't see it with my eyes, it's hard for me to believe. But when I see it with my eyes, , it's believable. [00:30:52] Craig Macmillan: We've done a number of interviews recently around so the microbiome and just soil biology kind of in general, , is that gonna be part of your analysis as some of these projects go forward? [00:31:03] Devin Rippner: Yeah, absolutely. So we've done something called phospholipid fatty acid analysis. [00:31:09] So that gives us an idea of kind of, The microbial consortium that's there right when we sample phospholipids don't really stick around in soils. They're quickly degraded. We would like to do some sequencing challenges. We don't have a microbiologist on the team. And, and so we would, we would have to pay for the sequencing. [00:31:28] And even then sequencing is really interesting because, you could be like, oh, we did say 16 S-R-R-N-A sequencing. And that's like, that's a particular like region or a particular type of sequencing that is, that only picks up on say bacteria. [00:31:47] Whereas if you want to see fungi, maybe you need to do something called ITS sequencing. And so unless you do like all of the sequencing, you can get an idea of what's happening to the bacterial communities or the fungal communities. But unless you do all of them, it's really hard to get a more holistic picture. [00:32:05] And then, a lot of the sequencing that we do or is done we're missing things. If the regions analyzed aren't big enough, like we can be blind to specific things that we know are there. And so things like my understanding is that fungal mycorrhizae can actually be hard to detect by sequencing. [00:32:21] And so even if you visually see them in the roots by staining, you may not pick them up by sequencing. It is a challenge. Now, I, you know, I think that certainly studying the microbiome and understanding its relationship , with vine performance and soil health is, is crucial and is really, you know, one of the things that it's kind of the Holy grail [00:32:41] Craig Macmillan: Yeah. [00:32:43] Devin Rippner: We're trying to get there. [00:32:44] Craig Macmillan: We're trying to get there. That is definitely the message, but it also, there's definitely the potential. I think that there's a lot of people working on this. I think we're going to get there. It's, genomics is so big. I've talked to people that are like, at some point we, we, we will probably be able to get down to species, so we will know the bad actors from the good actors, we'll get a sense of what the real ecology is. [00:33:05] That's a decade plus away still, but we're going there. Right? We're we're gonna figure it out. We're gonna figure it out at some point. We're gonna get there. [00:33:14] Devin Rippner: Yeah, I agree. And there's, there are some techniques. There's some really cool techniques. So Jennifer Petridge at Lawrence Livermore lab does a lot Carbon 13 labeling of root exudates. So she basically gives plants, she treats them with carbon 13, enriched CO2. And then she looks at how much of the carbon 13 is then incorporated into the DNA of microbes to try to get at how well associated they are with plants. [00:33:41] I think that work is just incredible. And there's some folks at Davis that are, are working that in that area as well. That's kind of the stuff that gets me really excited to seeing when people are trying to really tie it into what's feeding on root carbon, , who's getting these exudates, things like that. [00:33:59] , that to me is one of the, One of the ways that we'll be able to, like, get at these questions is to, to start differentiating, the bulk soil microbiome from like the, the real rhizosphere associated microbiome. [00:34:11] Craig Macmillan: so you got a lot going on. You got , you got a bunch of different things happening. What's the path ahead look like for you? [00:34:17] Devin Rippner: Sure. So, and with with the soil health vineyard. I mean, I'm very excited to keep that going. We'll do another large sampling event in 2027 or 2028. We'll start making wine from our grapes. Not next year, but the year after that. So we'll be excited to see how our different management strategies influence our wine. [00:34:40] The wines that come out of the vineyard, or the wines made, made from the grapes that come out of the vineyard. So those are some of the things , I'm most excited about with regard to the vineyard. [00:34:50] Otherwise, I have a lot of data that I need to process and get out. That's something that's next. [00:34:56] I, I'm collaborating with some folks from the University of Illinois in Berkeley lab to look at changes to the Moro plots in Illinois over time. So that's the oldest agricultural experiment in the United States. The plots there have been in experimental treatments for 149 years. [00:35:15] And the reason I'm involved is because vineyards can be very long lived things, right? I mean, there are vines in California 100 years old. [00:35:23] This is one of the few experiments to me that's like comparable to what we see in vineyards. And so I'm really curious about, you know, how do, how do management practices influence soil structure, microbiome, the metagenome, the metabolome, things like that, on these century long timelines. [00:35:43] That to me is like some of the really interesting questions. If you have a vineyard for, for a century, or if you want a vineyard for a century, what do you need to do? How do you make that work? Knowing that it's going to take 20 years to have your vineyard be profitable. [00:35:57] I mean, you're already on a different timescale than annual crops, right? yeah. And so it's just like, how, how do we make our, our vineyards as sustainable and long lived as possible? Because , that, that initial investment is huge. It is so much money. [00:36:13] Craig Macmillan: I think that's really great. I think coming up with findings on other crops, but with practices that could be transferable is really great. You know, we don't need to be in our little grape silo. All the time. And in fact some of the soil microbiome stuff have been with interviews with people that had no connection to vineyards whatsoever. And it was great. The things that they were learning, they were absolutely transferable to this crop as well. That hasn't gotten that kind of attention. Grapevines are tough little suckers, really from an evolutionary standpoint, they're pretty rugged and so we can kind of get away with a lot just because of that. [00:36:48] And now I think the margin for error is less and less, especially when we get into tougher and tougher sites like you're talking about and different conditions, especially if you've farmed it for a while and things have changed. Being able to look at other, other systems and see what's there. [00:37:03] What is one thing that you would tell growers around this topic of research? [00:37:09] Devin Rippner: vineyard is very informed by grower practices. We have a grower board that like helps us make decisions. A message that I will say is like science is science and science is often pretty, you know, Like straight laced and rigid because it must be. know, We're going to find things and those results hopefully will be interesting. [00:37:27] But it's not the be all and end all . of science and research. Growers continuing to try innovative things push the boundaries of what they think is possible is really how we get progress. And I am hopeful , once this vineyard is more established to start going back out and working with growers. [00:37:48] When I first started in Prosser, I sampled from probably 40 different vineyards around the state just to get an idea of what the soil properties were like. And we've done some, some experiments with that. Some of our results are that permanganate oxidize oxidizable carbon. So this POC C classically it's been called active carbon. [00:38:08] There's some new research that suggests that it's, that's maybe a misnomer and it's really, often plant derived carbon. [00:38:15] It seems like there are some effects from that, that suppress disease. And I think that , that's an area where growers can really kind of play around and see if there's , waste from their vineyard and applying it to their vines trying to look at what that does to their, POC C values and also try, just getting in trying to look at some of the past issues that those vines may have and see if there's any decreases. [00:38:41] A lot of observational science is really important. I like hearing from growers that, yeah, I did this thing and it looks like it made a difference. There's a lot of value in that and, and I don't discount like grower knowledge in any way, shape, or form. Like it is deep knowledge growers know things that I don't, and I find that out all the time. [00:39:02] I value those observations. They they give me guidance on how I want to do my work. And we do try to incorporate that stuff into the soil health vineyard. Over time we are going to have to figure out like, You know, can we sustain funding for a vineyard for, say, 50 years if all we're doing is like a cover crop, some compost, and then a mix? [00:39:23] That seems like it's maybe not the most sustainable thing. Science requires that type of stuff, but it's just not that sustainable. So finding ways to make use of our, border rows and stuff like that is going to be important. And a lot of the research that we do is going to be informed by grower observations. [00:39:39] Craig Macmillan: Yep. Yep. Exactly. Where can people find out more about you and your work? [00:39:44] Devin Rippner: Sure. So you can look me up online. Devin Rippner a lot of stuff will pop up. There's a USDA website that has a listing of my publications and things like that. I also have a personal website. So those are some places to, to check out my work. [00:40:00] I try to make sure that my stuff is open access and usable. So, like the deep learning code, the image segmentation code that I co developed for X ray ct work is now being applied to like other types of imaging on. So people are using it at hops and a variety of other things on. [00:40:18] So that code is online. Like you can find it it's associated with my papers. You can play around with it and try it with your own stuff. Mhm. And, and, and that's a big thing for me is like open data. I, I love sharing a lot of the, the data that I have and the code that I have so that people can, repeat what I did. [00:40:35] Look me up online and yeah, you'll be, you can find that, find those resources. [00:40:40] Craig Macmillan: we will have links to a lot of that on the show page. So please visit the show page and check this stuff out. I was really happy to hear you use the word repeatability. [00:40:49] Devin Rippner: Yeah, [00:40:50] Craig Macmillan: Yeah. And I also was really, it's hard. it's very, very hard and it's often overlooked. You know, the, , the scientific methods we know today was all built around the idea of repeatability. That's how you demonstrate whether something's real, real, or if it's only real under certain conditions, blah, blah, blah, blah. So that's really great. I'm glad you're doing that. [00:41:08] Well, I want to thank you for being on the podcast. This is a Devin Rippner. He is a research soil scientist with USDA agricultural research service and an adjunct position with the crop and soil science department at Washington state university. Really fun conversation, Devin, lots to think about. I will be following this closely. Or annually, probably [00:41:31] Devin Rippner: Cool. [00:41:31] Yeah. [00:41:32] Craig Macmillan: these things are slow. I'm not going to be checking every week. But I just think it's really cool project and is real inspiration. And I would love to see the same kind of thing replicated in other places. [00:41:41] Devin Rippner: Great. Thanks Craig. That was really fun. [00:41:43] Beth Vukmanic: Thank you for listening. [00:41:49] If you enjoyed this podcast, Vineyard Team has a couple of in field tailgate meetings coming up this year that you won't want to miss. [00:41:56] The first is on February 20th in Paso Robles, and it is a dry farming grower around table. Now you don't need to be a dry farmer to enjoy this event. There'll be a number of different growers here talking about their experiences, trials, challenges, and successes. [00:42:13] The second event is on March 12th, and it is Grazing as a Sustainable Practice for Vineyards, taking place in Los Olivos, and we hope to have some adorable sheep on site. [00:42:24] Make sure you check out the show notes for links to Dev lots of research articles, plus, sustainable wine growing podcast episodes, 80. The Goldilocks principle and powdery mildew management, 90 nematode management for Washington grapes, plus a whole healthy soils playlist. [00:42:42] Now for the fine print, the views, thoughts, and opinions expressed are the speaker's own and do not represent the views, thoughts, and opinions of the USDA ARS. As such, the views, thoughts, and opinions. Presented by the speaker do not constitute an official endorsement or approval by the United States Department of Agriculture or the Agricultural Research Service of any product or service to the exclusion of others that may be suitable. The material and information presented here is for general information purposes only. [00:43:14] If you liked this show, do us a big favor by sharing it with a friend, subscribing, and leaving us a review. You can find all of the podcasts at vineyardteam.org/podcast. And you can reach us at podcast@vineyardteam. org. [00:43:28] Until next time, this is Sustainable Wine Growing with the Vineyard Team.   Nearly perfect transcription by Descript
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  • 261: Top 5 Marketing Tips of 2024 | Marketing Tip Monday
    [00:00:00] Beth Vukmanic: If one of your resolutions is to ramp up your sustainability messaging, let the SIP Certified Marketing Tips inspire you. [00:00:07] Welcome to Marketing Tip Monday with SIP Certified. We know that customers are looking for wines labeled as sustainable. While our longer form episodes help you learn about the latest science and research for the wine industry, these monthly micro podcasts will help you share your dedication to sustainable wine growing. [00:00:26] All year long, we'll be sharing actionable tips, relevant statistics, and inspiring stories from other sustainable wine brands so that you can become fluent in sustainability and learn how to share your message. [00:00:38] There are two ways to get the marketing tips. Number one is to keep listening here to the Sustainable Wine Growing Podcast. The second is to get our monthly newsletter. Simply go to sipcertified. org and click stay up to date in the upper right hand corner. [00:00:54] Each article comes with links and visuals so that you can really embrace the marketing tip. [00:00:58] Now, if you're wondering what the hottest tips of 2024 were, we combined stats from our podcast downloads and webpage visits to bring you this list of the top five. [00:01:09] number five is episode 230, sustainable and organic. What is the difference? If you've ever asked this same question, this article will show that there's a lot of overlap between the two programs. The beauty of sustainability is that it addresses all aspects of. The wine growing business from soil health to social equity. [00:01:29] Number four is episode 228, Viticulture with a Vision, Oso Libre's Dedication to Social Responsibility. Oso Libre's founders, Chris and Linda Behr, started their Pour Vita Foundation in 2011 support causes that are near and dear to their hearts. By using funding streams for multiple winery activities, Oso Libre and their guests give back to these deserving causes too. [00:01:52] In fact, last year they supported our Juan Navarez Memorial Scholarship, a program that helps children of vineyard and winery workers pay for higher education through one of their Angus events. You can read their short story on our website and also look for the 2025 issue of Grape and Wine magazine. titled Blending Wine and Philanthropy at Oso Libre, The Social Impact of Sustainable Wine. And here's another plug for checking out these articles on our website, sipcertified. org, so that you can link back to each of those stories. Number three is episode 236, Safely Keeping Birds at Bay, Presqu'ile Vineyard's Sustainable Story. [00:02:31] Birds like finches and starlings are common vineyard pests. They damage fruit canopies and will even create nests in the vines. To protect their crop, vineyards typically use bird netting. While effective, netting comes with unsustainable downsides. They break down in the sun, installation and removal, requires a lot of labor, and they create waste over time, as nets must be replaced every few years. [00:02:55] Presqu'ile knew there was a more sustainable way to handle their unwelcomed feathered visitors. So they're utilizing a new technology, a laser. [00:03:03] Listen into this episode, or go to the show notes to find a link to read the article. [00:03:07] Number two is episode 220, how to Talk Sip With Six Wine Consumer Segments. Every wine enthusiast has different preferences, behaviors, and levels of investment in their pursuit of great wine. [00:03:20] Wine Intelligence identified six distinct consumer segments in the U. S. market. We saw this article and wondered, how can we tailor a message of sustainability to align with these differences? [00:03:30] Learn how to tailor your own message when you read or listen in to this short episode. [00:03:35] And the number one. Most popular marketing tip of 2024 was episode 240, stacking energy savings at Niner Wine Estates. Electricity use in the winery accounts for a large proportion of the end product's energy demand from keeping buildings and tanks at a proper temperature to powering equipment and lighting. Energy use in the winery adds up quickly. [00:03:58] Niner Wine Estates anticipated and adapted to increased demand and cost. Their efforts have even earned the business two symbols of sustainability achievement, SIP certified and LEED certified silver level. want to know how they did it, out the show notes to read their sustainable story or look for episode [00:04:17] If you are a listener on California's Central Coast, you do not want to miss Reciprocal February 2025. This month long event connects wine enthusiasts like you with sustainably minded brands through reciprocal club tastings all month long. [00:04:33] If you are a member of a participating tasting room, you will receive two complimentary tastings at any other participating location. This is a great opportunity. to try new wines and learn how they practice sustainability. You can find a full list at sipcertified. org forward slash reciprocal 2025. [00:04:54] Until next time, this is Sustainable Wine Growing with the Vineyard Team. Resources: *** Tell Your Sustainable Story Online Course *** Apply for SIP Certified Wine Marketing Tips eNewsletter ReSIProcal February 2025 Sustainable Story | Print Sustainable Story | Electronic Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet  Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member
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