Browsing by Author "Douglas, Monique"
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- ItemInvestigating the diffusion and adoption of organic and biodynamic winemaking in the Western Cape(Stellenbosch : Stellenbosch University, 2021-03) Douglas, Monique; Donaldson, S.E.; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Geography and Environmental Studies.ENGLISH ABSTRACT: Sustainable development has become a constant concern, especially in the agricultural sector. Pesticides and herbicides were introduced in South Africa in the late 1970s and early 1980s and quickly became the agricultural norm. Undesirable consequences such as soil-erosion, dwindling soil fertility, water pollution, human exposure to toxins and ecosystem poisoning followed. In the twenty-first century the environmental deterioration caused by these agricultural chemicals gave the incentive for a second green revolution and a growing environmental consciousness that promotes innovations, waste reduction and eco-friendlier practices. Current extraordinary circumstances such the changing climate and COVID-19 also contributes to fuelling the health revolution demanding healthier and ‘greener’ alternative agricultural products and innovations. The innovation in this study was organic and biodynamic (O/Bio) winemaking. O/Bio winemaking have lesser impacts on the environment with higher levels of soil vitality and micro-and macro-organisms present. The innovation adoption also supplied a unique selling proposition and market differentiation which works in favour of the five wine farms as the O/Bio produce market in South Africa is emerging. In this study the diffusion of innovation (DoI) theory by Rogers (2003) was used as an analytical tool to identify and understand the adoption and diffusion of O/Bio winemaking practices in the Western Cape. Six case studies were compiled from qualitative interviews conducted, three certified organic and three biodynamic (two Demeter certified). In-depth interviews were also conducted with professionals from the organic agriculture and the wine industry. Application of the DoI theory showed that O/Bio winemaking in the Western Cape is still in its infancy, with all the participants placed in the first quarter of the bell-shaped innovation curve. Findings that motivate or discourage adoption and diffusion of the innovations were also analysed. The six participants overall deemed their O/Bio adoption and conversion as very successful and have growing wine markets nationally and internationally. Despite identified barriers, perceived and/or real risk sand limitations like dwindling crop yields and no governmental support, the reported conversions were generally regarded as being worth the pain and labour. Active internal support among O/Bio wine farmers was found but available education on O/Bio agricultural methods and winemaking was deemed inadequate. The greatest hindrance to the adoption and conversion process of O/Bio winemaking in the Western Cape was the third-body certification costs. The six case studies met EU and USDA organic standards, thus there aped the export advantages. O/Bio winemaking was found to be not necessarily cheaper than conventional winemaking as money saved by O/Bio wine farmers not buying biocides eventually evens out. This is because of organic and/or biodynamic certification costs; the emerging South African organic produce market; and O/Bio wines are in a higher premium price class because of the unavoidable lower crop yields. Five of the six participants tated that the benefits of O/Bio winemaking outweighed the unavoidable smaller crops. Avenues for future studies include research on wine farmers in South Africa planning to convert to O/Bio winemaking, in-conversion O/Bio farms and farms who aborted the adoption of the innovation.