Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
ADVERTISEMENT
 
 
 
06.03.2011  
 

Oregon Agency Director Learns Wine

Newcomer discovers unique aspects of wine business

 
by Kate Lavin
 
 
Jeanette Morgan
 
Since taking over as executive director of the Oregon Wine Board in November, Jeanette Morgan has been contacting winegrowers and winemakers to discuss their needs.
Portland, Ore.—It’s been seven months since Jeanette Morgan signed on as executive director of the Oregon Wine Board, a small state agency charged with evangelizing Oregon wine inside and beyond state borders. During that time, the former vice president of global government affairs at California-based National Semiconductor Corp. has “been making lots of trips” to meet with the state’s winegrowers and winery owners and learning about their needs.

According to Morgan, the willingness to collaborate and share information took her by surprise, because it sets the Oregon wine industry apart from other business sectors. “They are so willing to help each other out, lend each other equipment…even some intellectual property—which isn’t true in a lot of other industries,” Morgan said. Wine business models tend to be different than those of other sectors, she observed.

Uncontrollable weather forces decision-makers to be innovative in their thinking, and Morgan said that the diverse backgrounds of some Oregon winemakers and growers—“everything from sales to rocket science”—bring a lot to the table.

Making priorities

After visiting vineyards and wineries across the state, Morgan summarized the industry’s main goals for the three agencies her position leads: the Oregon Wine Board, Oregon Winegrowers Association and the Trust for Oregon Wine Education.

• Investing in research and education
• Marketing Oregon wines
• Building and collaboration

As far as research, Morgan said the OWB invests about a quarter of a million dollars each year in research programs to benefit the wine industry. Growers and vintners would “like to see the continuation with the research. That’s what’s going to keep us a key differentiator,” she said.

In addition to the Oregon Wine Industry Symposium, which draws more than 900 attendees each year, Morgan said the board is working on creating webinar programs to educate Oregon winery staffers about topics such as social media and better business practices. A partnership with the Oregon Wine Research Institute bodes well for the possibility of more technological seminars.

Morgan added that her staff is working with the Oregon Certified Sustainable Wine program to publicize information about the growing list of wineries with OCSW-certified wines (currently there are 21).

“We’re doing a lot of partnering and building and collaboration,” said Morgan, who is forging relationships with tourism sites such as Travel Oregon, an Oregon Tourism Commission program. 

On the move
As a state agency, the Oregon Wine Board’s board of directors is appointed by Gov. John Kitzhaber; three board members will be termed out in December 2011. Additionally, personnel changes in the OWB staff have taken place since Morgan took over. For example, veteran public relations executive Charles Humble now serves as marketing and communications director, and Nicole Arrington was brought on board as the group’s operations manager. Morgan said that she participated in the interview process for other positions, but declined to specify which ones.

“Staff changes with any change in leadership,” she said. “The new people we’ve brought on board are terrific. We’re a small organization, and we’re a nimble organization.”

Up and coming
Morgan said the health of the Oregon wine industry, from the cool Willamette Valley to warm Southern Oregon, is the factor that excites her most about prospects for the OWB. “It has a vibrant future because of its quality focus. I’m excited to help drive that,” she said. “You have Southern Oregon and Eastern Oregon really making progress and being up and coming. It’s a great story.”

SHARE »
Close
 
Currently no comments posted for this article.
 
CURRENT NEWS INDEX »


 
Wines & Vines Home
 
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
info@winesandvines.com
Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
June 2014 $562 million
5%
$7,549 million
6%
June 2013 $535 million $7,094 million
     
Direct-to-Consumer Shipments » Month   12 Months  
June 2014 $87 million
17%
$1,669 million
11%
June 2013 $74 million $1,510 million
     
Winery Job Index » Month   12 Months  
June 2014 300
34%
220
21%
June 2013 224 182
     
 
MORE » Released on 07.15.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Wines & Vines
Packaging Conference
 
Learn More »
 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • July 21-22
     
    BC Enology & Viticulture Conference
     
  • July 24
     
    Fresno Food Expo
     
  • July 24-27
     
    Taste our Terroir
     
  • July 25-27
     
    International Pinot Noir Celebration
     
  • MORE »
 

READER COMMENTS
 
Article: Wineries May Lose Internet Domain Dispute »
 
All these arguments could be levied by any industry associated with any gTLD, new or...
Reader: Doug Barnett
 
Article: Wineries May Lose Internet Domain Dispute »
 
Do brands get hijacked now? Even though .wine does not yet exist, are there false...
Reader: Larry Chandler
 
Article: Resistant Weeds Threaten Vineyards »
 
Roundup is not benign. It does not always break down in a day or two...
Reader: Robert Rex
 
Article: Resistant Weeds Threaten Vineyards »
 
Mitigating water use in the vineyard in the first place is also an applicable tactic....
Reader: Guest
 
Article: Resistant Weeds Threaten Vineyards »
 
Having managed vineyards that have used both approaches, I would say that a diverse approach...
Reader: Guest
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2014 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
 
 
EXPANDED ONLINE SEARCH INCLUDED WITH PURCHASE
 
ORDER NOW »
 
LEARN MORE »
 
 
Wines & Vines Magazine
 
 
LEARN MORE »
 
SUBSCRIBE »
 
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
 
LEARN MORE »
 
ORDER NOW »
 
 
The Wines & Vines Online Marketing System
 
The Industry Standard winery marketing application
 
FREE LIVE DEMO »
 
VIEW VIDEO »
 
 
 
 
Latest Job Listings
 General Cellar Worker
 Sonoma, CA
General Administration and
 Enologist
 Healdsburg, CA
Winemaking and Production
 National Distribution ...
 San Francisco, CA
Sales and Marketing
 Delivery Driver
 Napa, CA
General Administration and
 Guest Services Assista...
 Woodinville, WA
DTC, Tasting Room and Retai
 Tasting Room Manager
 Kenwood, CA
DTC, Tasting Room and Retai
 Harvest Cellar Intern
 Hopland, CA
Winemaking and Production
 Visitor Center Busser/...
 Rutherford, CA
DTC, Tasting Room and Retai
 Harvest Intern
 Sebastopol, CA
Winemaking and Production
 Wine Supervisor & Wine...
 Tempe, AZ
DTC, Tasting Room and Retai
 
More Job Listings >>
Follow Us On:
 
 





Home  |  About Us  |  Editors  |  Subscribe  |  Print Edition  |  Digital Edition

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2014 by Wine Communications Group, Inc. All Rights Reserved.
No material may be reproduced without written permission of the Publisher.
Wines&Vines does not assume any responsibility for any unsolicited manuscripts or materials.