The Cost of Technology Adoption in the Vineyard: A Fiscal Discussion on Taking the Tech Leap
Joint Grapegrowing and Business/Operations Breakout Session
Does investment in high-tech products like vineyard monitoring systems, aerial imagery, or costly database programs really return the ROI in both short-and long term? At what scale does it make most sense and what are the tipping points?
Technology is ever advancing for vineyards and wineries; adding to our efficiency and streamlining the wine industry. Yet this comes at a cost, and adoption can sometimes resemble a leap of faith. This session will discuss the cost of technology and when it makes fiscal sense to adopt new technology. Financial investors and growers will share their viewpoints, decisions processes, and experiences on their decision to adopt technology. What is an acceptable ROI for new technology, and when does it make sense to take that leap?
Keith Striegler, E. & J. Gallo Winery, California
Josh Cheney, American AgCredit, California
Steve McIntyre, Monterey Pacific, California
Towle Merritt, Walsh Vineyards Management, California