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Varieties of Green Business

Industries, Nations and Time

Geoffrey Jones

This book provides rich new empirical evidence on green business as it examines its variation between industries and nations, and over time. It demonstrates the deep historical origins of endeavors to create for-profit businesses that were more responsible and sustainable, but also how these strategies have faced constraints, trade-offs and challenges of legitimacy. Based on extensive interviews and archives from around the world, the book asks why green business succeeds more in some contexts than others, and draws lessons from failure as well as success.
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Chapter 6: Creating the market for organic wine: Sulfites, certification and green values

Geoffrey Jones and Emily Grandjean


This chapter examines why the market for organic wine has shown limited growth compared to organic food and some beverages such as tea. Early experiments created a negative reputation for organic wine which proved a challenge to overcome. Conventional winemakers felt threatened by their claims to natural and organic winemaking. Quality organic winemaking was also technically difficult and required mastery of environmental and chemical processes in the vineyard and winery. The development of organic wine in countries with different winemaking traditions resulted in little agreement regarding the definition of organic wine. Standards took a long time to develop. Disagreements regarding the use of sulfites resulted in differing organic wine standards between countries with the USDA prohibition of sulfites a particular liability. Organic wine finally attained modest popularity in the 2010s, particularly in northwest Europe, and in metropolitan areas elsewhere where fine-dining restaurants and wine bars sought artisan-made wines.

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