I attended Chicago Gourmet over the weekend. The word gluttony seem soft compared to the amount of food, wines, and spirits I indulged in (all in a days work!)  As I was making the rounds on Saturday, I heard those buzz words being dropped by everyone. the fish was sustainable (hmm not organic?) the produce was organic, anytime you paused to investigate a product, the vendor would quickly point out it’s “green” qualities – whether it was organically produced, a sustainable farmer, or even locally grown – considering the quantity of yum yums I ate and drank, I’m sure I’ve completely off-set my carbon foot print.

These sizzling hot  buzz words are tossed around like pennies in a pond – almost mindlessly. Which is curious to me since the philosophy is to prolong a better quality of life. Life of ourselves, lives of others, animals, better quality of plant life and earth – to have a healthful existence. I know these merchants are just simply giving me the spiel that sells.  The most interesting discussion happened during a tasting & panel discussion called “Green Wine-making, Why it Matters”.  

Each attendee had six wines – 3 reds and 3 whites each were an example of a certain type of farming philosophy or practice – organic, sustainable, bio-dynamic.

I am frequently take when these words are used as cheap talking points, a marketing ploy to lure people in.  And let’s face it. I’ve fallen for a ploy or two. Every industry seems to be grappling with that going green means to them.  I’ll admit I don’t much about bio-dynamic farming and I’ve read a bunch since and it seems old-world meets mythology.  

The panel consisted of  master sommeliers Fred Dame, Alpana Singh, Serafin Alvarado and Fernando Betata. The panel was well balance (just like a good wine). Fred was outspoken and had a very realistic view about wine-making business – it is a business.  Serrafin joked he wears green underwear and would discuss the impact of going green. Fernando and Alpana maintained a middle-of-the-road attitude.  

Organic, sustainable, being green doesn’t always mean better (and it doesn’t mean worse). These labels are just that – labels we slap on everything to set it apart, to make a distinction, but the label isn’t doesn’t provide absolute proof of superiority.  Wines – organic, sustainable, or bio-dynamic – should be evaluated the same as any product.   As for businesses, they are investing in themselves, their product, employees, and their consumers — the organic label comes with a heavy certification price tag and rules & regulations.  It’s a choice. It’s a commitment. But it doesn’t mean better.

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I am no wino, though I am sorta a winette – I’m infatuated with being a sophisicated wine drinker, but I’m not there yet.