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  
January 2015 $623 million
7%
$7,912 million
5%
January 2014 $583 million $7,514 million
     
Direct-to-Consumer Shipments » Month   12 Months  
January 2015 $75 million
-3%
$1,818 million
15%
January 2014 $77 million $1,584 million
     
Winery Job Index » Month   12 Months  
January 2015 259
26%
233
15%
January 2014 205 203
     
 
MORE » Released on 02.13.2015
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Direct To Consumer
Wine Shipping Report
2015
 
Download full report »
 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

CALENDAR
  • March 2-5
     
    Decouvertes en Vallee du Rhone
     
  • March 4
     
    Innovation + Quality
     
  • March 4-6
     
    Michigan Wine & Grape Conference
     
  • March 12
     
    Central Coast Insights
     
  • MORE »
 

READER COMMENTS
 
Article: Scurlock joins wine hall of fame »
 
Congratulations David!
Reader: Guest
 
Article: Wineries Cautioned About Internet 'Ads' »
 
I guess my first question would be why is there a three tier system to...
Reader: Guest
 
Article: Wine on the Rocks »
 
Great potential! Mineralities are sought after and can be found in these rock formations with...
Reader: Bruce Coulthard
 
Article: 90% of U.S. Consumers Can Buy Wine Direct »
 
You say that 90% of the consumers can buy wine direct. Really? In most cases...
Reader: Guest
 
Article: Wineries Cautioned About Internet 'Ads' »
 
It is an unfortunate fact that the regulations have no understanding of modern technology and...
Reader: Paul Mabray
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2015 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
 Tasting Room -Wine Edu...
 Purcellville, VA
DTC, Tasting Room and Retai
 Financial Controller
 Dundee, OR
Finance
 Senior Winemaker
 Summerland, BC
Winemaking and Production
 Portfolio Wine Represe...
 Chicago, South/Southwest Suburbs, North Suburbs, IL
Sales and Marketing
 Production Financial A...
 St. Helena, CA
Finance
 Sales Representative O...
 San Pedro, Long Beach, Lakewood And Cerritos, CA
Sales and Marketing
 Vineyard Manager
 Santa Rosa, CA
Vineyards
 Enologist-Assistant Wi...
 Mendocino, CA
Winemaking and Production
 Assistant Winemaker
 Sebastopol, CA
Winemaking and Production
 Hospitality Specialist
 Napa, CA
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 © 2001-2015 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.