San Luis Obispo, Calif. -- Does green farming net greenbacks for farmers? In preparing its annual Sustainable Ag Expo held Nov. 16-17, the Central Coast Vineyard Team saved that key question for the last session, Sustainability Initiatives in the Marketplace.

According to Peter Mondavi Jr., proprietor of the family-owned Charles Krug Winery, the answer is “yes,” but only if the message is spread the right way.

“I believe it has helped us in the marketplace” Mondavi said of sustainably farming C. Mondavi & Sons’ 850 vineyard acres. “The press is very interested in (sustainability). There’s a lot of press associated with that type of move.”

He cautioned, however, that while consumers in some regional markets are very interested in responsible farming practices, others “couldn’t care less.”

More than half of the 350 attendees at the Sustainable Ag Expo came from grapegrowing and winemaking backgrounds, said CCVT executive director Kris O’Connor. “The turnout and positive feedback confirm that ag professionals are very interested in sustainability from an environmental, economic, and human resource standpoint,” she said.