MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_01C401C4.2A221130" This document is a Single File Web Page, also known as a Web Archive file. If you are seeing this message, your browser or editor doesn't support Web Archive files. Please download a browser that supports Web Archive, such as Microsoft Internet Explorer. ------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Grape Quality: In the Eye of the Beholder?

This presentation contains content that your browser may not be able to = show properly. This presentation was optimized for more recent versions of Micro= soft Internet Explorer.

If you would like to proceed anyway, click here.

 ------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/master08.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii"
Click to edit Master title style
Click t= o edit Master text styles
Second level
Third = level
Fourth level
Fifth = level
‹= ;date/time›
̸= 9;footer›
------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/master08.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/preview.wmf Content-Transfer-Encoding: base64 Content-Type: image/x-wmf AQAJAAADqAgAAAYAMAAAAAAABAAAAAMBCAAFAAAACwIAAAAABQAAAAwCeQChAAMAAAAeAAcAAAD8 AgAA////AAAABAAAAC0BAAAIAAAA+gIFAAAAAAD///8ABAAAAC0BAQAOAAAAJAMFAP///////3gA oAB4AKAA////////CAAAAPoCAAAAAAAAAAAAAAQAAAAtAQIABAAAAC0BAAAEAAAAJwH//wMAAAAe AAcAAAD8AgAAmcyZAAAABAAAAC0BAwAEAAAALQEBAA4AAAAkAwUA////////eAANAHgADQD///// //8EAAAALQECAAQAAAAtAQAABAAAACcB//8DAAAAHgAEAAAALQEDAAQAAAAtAQEADgAAACQDBQAM AP//DAASADgAEgA4AP//DAD//wQAAAAtAQIABAAAAC0BAAAEAAAAJwH//wQAAADwAQMAAwAAAB4A BwAAAPwCAAD///8AAAAEAAAALQEDAAQAAAAGAQEABAAAAC0BAQAqAAAAJAMTABIADQAQAA0ADgAO AA0AEAANABIADQAUAA4AFgAQABcAEgAYAGEAGABjABcAZQAWAGYAFABmABIAZgAQAGUADgBjAA0A YQANABIADQAEAAAALQECAAQAAAAGAQEABAAAAC0BAAAEAAAAJwH//xwAAAD7Av3/AAAAAAAAkAEA AAAAAEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAABAAAAC0BBAAEAAAALgEYAAQA AAACAQEABQAAAAkCADNmAhIAAAAyCnYAjwAHAAAANC8yMy8wM2UCAAEAAgACAAEAAQACAAQAAAAu AQAAHAAAAPsCEAAHAAAAAAC8AgAAAAABAgIiU3lzdGVtAAAAAAAAAAAAABgAAAACAAAACDsVAOQE AAAEAAAALQEFAAQAAADwAQQAHAAAAPsC/f8AAAAAAACQAQAAAAAAQAAAQXJpYWwAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAEAAAALQEEAAQAAAAuARgABAAAAAIBAQAFAAAACQIAM2YCHgAAADIK dgA/AA8AAAB3d3cuY21wcmxhdy5jb20AAgACAAIAAQACAAMAAgABAAEAAgACAAEAAQACAAMABAAA AC4BAAAEAAAALQEFAAQAAADwAQQAHAAAAPsC+v8AAAAAAAC8AgAAAAAAQAAAQXJpYWwAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAEAAAALQEEAAQAAAAuARgABAAAAAIBAQAFAAAACQL///8CCQAA ADIKdgAFAAEAAAAxPwMABAAAAC4BAAAEAAAALQEFAAQAAADwAQQABAAAAPABAwADAAAAHgAHAAAA /AIAAAAzZgAAAAQAAAAtAQMABAAAAAYBAQAEAAAALQEBABYAAAAkAwkACgAiAAoAIgAKACgACgAo AIUAKACFACgAhQAiAIUAIgAKACIABAAAAC0BAgAEAAAABgEBAAQAAAAtAQAABAAAACcB//8DAAAA HgAEAAAALQEDAAQAAAAGAQEABAAAAC0BAQAcAAAAJAMMAAcAIgAGACIABQAjAAQAJAAEACUABAAm AAUAJwAGACgABwAoAAoAKAAKACIABwAiAAQAAAAtAQIABAAAAAYBAQAEAAAALQEAAAQAAAAnAf// HAAAAPsC+P8AAAAAAAC8AgAAAAAAQAAAQXJpYWwAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAE AAAALQEEAAQAAAAuARgABAAAAAIBAQAFAAAACQIAZmYCHAAAADIKFgASAA4AAABHcmFwZSBRdWFs aXR5OgYAAwAEAAUABAADAAYABQAEAAIAAgAEAAMAAwAEAAAALgEAAAQAAAAtAQUABAAAAPABBAAc AAAA+wL4/wAAAAAAALwCAAAAAABAAABBcmlhbAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAQA AAAtAQQABAAAAC4BGAAEAAAAAgEBAAUAAAAJAgBmZgIwAAAAMgofABIAGwAAAEluIHRoZSBFeWUg b2YgdGhlIEJlaG9sZGVyPwACAAUAAgADAAUABAACAAYABAAEAAIABQADAAIAAwAFAAQAAgAGAAQA BQAFAAIABgAEAAMABQAEAAAALgEAAAQAAAAtAQUABAAAAPABBAAcAAAA+wL7/wAAAAAAAJABAAAA AABAAABBcmlhbAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAA AgEBAAUAAAAJAgAzZgIqAAAAMgowABIAFwAAAE5vcnRoIENvYXN0IFdpbmVncm93ZXJzAAQAAwAC AAEAAwABAAQAAwADAAMAAQABAAUAAQADAAMAAwACAAMABAADAAIAAwAEAAAALgEAAAQAAAAtAQUA BAAAAPABBAAcAAAA+wL7/wAAAAAAAJABAAAAAABAAABBcmlhbAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAAAgEBAAUAAAAJAgAzZgIcAAAAMgo3ABIADgAAAEFw cmlsIDIzLCAyMDAzAwADAAIAAQABAAEAAwAEAAEAAQADAAMAAwADAAQAAAAuAQAABAAAAC0BBQAE AAAA8AEEABwAAAD7Avz/AAAAAAAAkAEAAAAAAEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAABAAAAC0BBAAEAAAALgEYAAQAAAACAQEABQAAAAkCADNmAhIAAAAyCkUAEgAHAAAASmF5 IE0uIGUCAAIAAgACAAMAAQABAAQAAAAuAQAABAAAAC0BBQAEAAAA8AEEABwAAAD7Avz/AAAAAAAA kAEAAAAAAEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAABAAAAC0BBAAEAAAALgEY AAQAAAACAQEABQAAAAkCADNmAhAAAAAyCkUAHwAGAAAAQmVobWtlBAACAAMAAwADAAIABAAAAC4B AAAEAAAALQEFAAQAAADwAQQAHAAAAPsC/P8AAAAAAACQAQAAAAAAQAAAQXJpYWwAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAEAAAALQEEAAQAAAAuARgABAAAAAIBAQAFAAAACQIAM2YCEAAAADIK TAASAAYAAABDYXJsZSwDAAIAAQACAAIAAQAEAAAALgEAAAQAAAAtAQUABAAAAPABBAAcAAAA+wL8 /wAAAAAAAJABAAAAAABAAABBcmlhbAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAQAAAAtAQQA BAAAAC4BGAAEAAAAAgEBAAUAAAAJAgAzZgIQAAAAMgpMAB8ABgAAAE1hY2tpZQMAAgADAAIAAQAC AAQAAAAuAQAABAAAAC0BBQAEAAAA8AEEABwAAAD7Avz/AAAAAAAAkAEAAAAAAEAAAEFyaWFsAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAABAAAAC0BBAAEAAAALgEYAAQAAAACAQEABQAAAAkCADNm AiIAAAAyCkwALAASAAAALCBQb3dlciAmIFJvc3MgTExQAgABAAMAAgAEAAIAAQABAAQAAQADAAMA AgACAAEAAwACAAMABAAAAC4BAAAEAAAALQEFAAQAAADwAQQAHAAAAPsC/P8AAAAAAACQAQAAAAAA QAAAQXJpYWwAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAEAAAALQEEAAQAAAAuARgABAAAAAIB AQAFAAAACQIAM2YCKgAAADIKUgASABcAAAAxMDAgQiBTdHJlZXQsIFN1aXRlIDQwMAACAAIAAwAB AAMAAQADAAEAAgACAAMAAQABAAEABAACAAEAAQACAAIAAgADAAIABAAAAC4BAAAEAAAALQEFAAQA AADwAQQAHAAAAPsC/P8AAAAAAACQAQAAAAAAQAAAQXJpYWwAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAEAAAALQEEAAQAAAAuARgABAAAAAIBAQAFAAAACQIAM2YCJQAAADIKWAASABQAAABTYW50 YSBSb3NhLCBDQSA5NDEwMQMAAgACAAIAAgABAAQAAgACAAIAAgABAAMAAwACAAIAAgADAAIAAgAE AAAALgEAAAQAAAAtAQUABAAAAPABBAAcAAAA+wL8/wAAAAAAAJABAAAAAABAAABBcmlhbAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAAAgEBAAUAAAAJAgAzZgIT AAAAMgpfABIACAAAAFRlbC4gNzA3AgACAAEAAgABAAMAAgADAAQAAAAuAQAABAAAAC0BBQAEAAAA 8AEEABwAAAD7Avz/AAAAAAAAkAEAAAAAAEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAABAAAAC0BBAAEAAAALgEYAAQAAAACAQEABQAAAAkCADNmAgkAAAAyCl8AIgABAAAALT8BAAQA AAAuAQAABAAAAC0BBQAEAAAA8AEEABwAAAD7Avz/AAAAAAAAkAEAAAAAAEAAAEFyaWFsAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAAABAAAAC0BBAAEAAAALgEYAAQAAAACAQEABQAAAAkCADNmAgwA AAAyCl8AIwADAAAANTI2AAIAAwACAAQAAAAuAQAABAAAAC0BBQAEAAAA8AEEABwAAAD7Avz/AAAA AAAAkAEAAAAAAEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAABAAAAC0BBAAEAAAA LgEYAAQAAAACAQEABQAAAAkCADNmAgkAAAAyCl8AKgABAAAALT8CAAQAAAAuAQAABAAAAC0BBQAE AAAA8AEEABwAAAD7Avz/AAAAAAAAkAEAAAAAAEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAABAAAAC0BBAAEAAAALgEYAAQAAAACAQEABQAAAAkCADNmAg0AAAAyCl8ALAAEAAAANDIw MAIAAwACAAIABAAAAC4BAAAEAAAALQEFAAQAAADwAQQAHAAAAPsC/P8AAAAAAACQAQAAAAAAQAAA QXJpYWwAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAEAAAALQEEAAQAAAAuARgABAAAAAIBAQAF AAAACQIAM2YCEwAAADIKZQASAAgAAABqbWJlaG1rZQEAAwADAAIAAwADAAIAAwAEAAAALgEAAAQA AAAtAQUABAAAAPABBAAcAAAA+wL8/wAAAAAAAJABAAAAAABAAABBcmlhbAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAAAgEBAAUAAAAJAgAzZgIJAAAAMgplACYA AQAAAEA/BAAEAAAALgEAAAQAAAAtAQUABAAAAPABBAAcAAAA+wL8/wAAAAAAAJABAAAAAABAAABB cmlhbAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAAAgEBAAUA AAAJAgAzZgISAAAAMgplACoABwAAAGNtcHJsYXdlAwADAAMAAQABAAMAAwAEAAAALgEAAAQAAAAt AQUABAAAAPABBAAcAAAA+wL8/wAAAAAAAJABAAAAAABAAABBcmlhbAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAAAgEBAAUAAAAJAgAzZgINAAAAMgplADsABAAA AC5jb20BAAIAAwADAAQAAAAuAQAABAAAAC0BBQAEAAAA8AEEAAMAAAAAAA== ------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/master09.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii"
Click to edit Master subtitle style
‹date/time›
̸= 9;footer›
Click to edit Master title style
------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/master09.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/pres.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/slide0001.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Grape Quality: In the Eye of the Beholder?
4/23/= 03
www.= cmprlaw.com
1
Grape Quality:
In the Eye of the Beholder?
lNorth Coast Winegrowers
lApril 23, 2003
l
lJay M. Behmke
lCarle, Mackie, Power & Ross LLP
l100 B Street, Suite 400
lSanta Rosa, CA 94101
lTel. 707-526-4200
ljmbehmke@cmprlaw.com
------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/master08_image001.gif Content-Transfer-Encoding: base64 Content-Type: image/gif R0lGODlhWAGSAXcAMSH+GlNvZnR3YXJlOiBNaWNyb3NvZnQgT2ZmaWNlACH5BAEAAAAALAAAAABX AZABgQAAAJnMmf///wECAwL/jI+py+0Po5y0Wgqy3rz7D4biSJbmiWrXyrbuC8dLStf2jeegzPf+ D3TohsSi0RZMKpdMyPEJjR6b1Kq1J81qt6Wr9wuOcMfkcfiMDpfX7Gn6DV+253Rk/I6X1ff8Uf4P eNE3SKgSeIjYULjIl+j4GMAoOQdZGTiJWWa5iZfpucUZ+vZJGiV6qlaqWoTaerUKq+M62xRra0eb C3TLi6L769MrTAJcHDOMvGO8zJLszMEcbfFMDSB9LVH9jM0tpJ3cHa7wDS5uHkk+fG6err4e3i78 Dh/PO99db3+PnX+7z98v1r9rAQUOjFYQ1kGECVUtZNbQ4UNjEUtNpFjx08Vi/xk1bvzV0dNHkCEx jdRV0uRJWiknORIAM6bMmTRr2ryJM6fOnTx7+vwJNKjQoURxpgBUNKnSpUybOn0KFaqfO1GrWr2K NatWqyHibP0KNqzYsVw9wCGLNq3atWzNpmELN67cuUw7vKWLN6/evTGhneELOLBgshv+Dj6MOPFT Q2AUO34MuSdjL5ErW74sIEMYzJw7D9bc2LPo0XStfSGNOrVa05RVu36tlfUV2LRrLw5tO7duobh3 +/6N8wsA4MSLyxRuPDlw5Mqb25ZdZbjz6a+hU5FOPTtp67W0exfNnUmG7+Qvh5eDvbz6xKBfjV8P //N5JRri2+c7OXr9+/zlFv/2wkF/Aq71n3v7DYhgWH4ZuEGCDmZlF4AePEjhYm4xGGCFGhalDIYd bAiiTyIIR0KIJtLUhYQtrdgRiSy+2JCLMM6Yj4w03kiOjTjuuI2KPP5YjodADmmLjkQeKZGQSC6Z iZFMPsmIk1BO2YeUVF5JiY9YbkmHlVx+qYWXYI75hJhknjmEmWiuiYsVbL7phpJwznmUlnTe6Yud eO45lZx8/rmgm4AO2qGghB5aoKGIIqrmonA26iibkEaK5qSUkmnppWBmqimXnHaK5aegUinqqFCW aiqTqKaK5KqsEunqq0DGKiuPtNaK46240qjrrjD26iuLwAbb0rDElmTssS3/6qksqcw2e+qz0Koq 7bStVmstrNhmO+u23Nrq7be5hisur+SW++u56Aqr7rrFtususvDGu6yf9M6Y7L3V5Ktvj/b2uyK/ ACMj8MDyzGtwPwUn7A/CDMez8MMKOSxxjhRXrE3EGJOi8cYiXeyxMx2H7BLIJLvz78n1jKxyISy3 PMjLMDdi8swGpWxzxjXnnKSiPNe4888e4Sx0kD4XnY7MSJOh9NJcNO10mEFHvQjUVJsy9dUxZ601 zUR3vYrVYLPC9dhZfm320EenrQ/abKvk9tuSiC13m/rV3fbaePd899436+232n0Hzvd1hE8c9+F1 0K14n4A3HmXZkBvB+OQf/1RueYSJZ8605JzngPnn7T0u+uKel15D6KKr/jnrnLueOeyWyz457ZDb 3jjuiut+OO+E+x448H4LvzfxeBtfN/JyK/8282w7nzb0Zks/NvVgW9819lprfzX3VHsfNfhOi780 +UibXzT6Qqv/M/s8u58z/DbLPzP9MNvfMv4q638y/yT7HzIAekyAGyMgxgxYMQRKTIEPYyDDHJgw CBpMggOjIMAs2C8M6kuD9+IgvTwYLxC6S4TrIiG6TFguFIpLhd9iIbdcmC0YWkuG06IhtGzYLBwq S4fH4iGxfBgsIPpKiLsiIq6MWCskykqJr2Iiq5yYKiiaSoqjoiKorNgpLP9qSouX4iKlvBgpMDpK jIsiI6NOh7o6bS6NWFsjG8uExjemyI1yJBsd65imOOKxK3rc4+X66EfNkS6QWTDjoQxJKEQOSpGA YuSfHMknSO5Jknii5J0sSSdMzkmTjwIkIfNjuE+ugZNvIqWkPClKU65JlZVC5SdZeSZYYsqVhJTl mGy5KVoGEpdf4qWndOlHX25JmKEC5h6JeSVkOuuOolTjIJsZp2dC047SnGYemWlNYhgTj8qcUjej hc1sjmibdfzmk8xJrXCKs1CDWycc1elOQbYzntScJz2vWc175gme+pxPEvoZTXsC1G6hHKgsyClH dC5Jodfipz4ZeiSIasteofeU6JAs2i2K0hOjP+IouDQaT4/uSKTjAqk7SXojlJrLpOtUKb4Q+kaX poul4pTpi2zKLppmE6cBgykbefounVoTqCkhqryEOk2jhkSp9cqnQceJVGgyNSNTrUgBAAA7 ------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/master08_image002.gif Content-Transfer-Encoding: base64 Content-Type: image/gif R0lGODlhsQEUAHcAMSH+GlNvZnR3YXJlOiBNaWNyb3NvZnQgT2ZmaWNlACH5BAEAAAAALAAAAACw ARIAgAAAAAAzZgKChA+hy+0Po5y02ouz3rz7D4biSG5IUqbqyrbuC8fyTCH0jef6zvf+d/gJh8Si 8YgMGJLMpvMJjS5Q0qr1is2CqNqu9wuGcsPksvmMTqvX7Lb7DY/vxvK6/X6k4/f8vkzvFyg46LFE eIiYOBGk2Oh4aPMoOXl3AkiJmRlmaajp+alVAAA7 ------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/slide0035.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Grape Quality: In the Eye of the Beholder?
4/23/= 03
www.= cmprlaw.com
2
Carle, Mackie, Power & Ross LLP
lWin= e and Food Practice
–Wineries
–Growers
–Distributors
–Retailers
–Lenders
–Investors
–
–&= #13;
lAtt= orneys
–Bill Carle
–John Mackie
–Simon Inman
–Phillip Kalsched
–Jay Behmke
l&= #13;
Gra= pe Contracts
Vin= eyard Leases
Lic= ensing and Regulation
Mer= gers and Acquisitions
Tra= demarks

Attorn= ey since 1983
Attorn= ey in Wine and Grape Industry since 1992
CFO, B= elvedere Winery (350,000 cases) and
Hambre= cht Vineyards (500 acres) 1988-1992
Two im= portant achievements
   Sunridge Nurseries, ENTAV = clones
   CAWG, Chardonnay with natu= ral flavors
Experi= ence on both sides
Buying= and selling
Termin= ating and enforcing
Drafti= ng for winery and grower
------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/slide0004.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Grape Quality: In the Eye of the Beholder?
4/23/= 03
www.= cmprlaw.com
3
Three Trends to Quality
lGrapes as products:
–Commodity è Custom-farmed
lQuality specifications = ;
–Objective standards è Subjective evaluation
lFarming practices
–Left to judgment of grower= è Specified by winery
l <= /span>
lEffect on winery-grower relationship
–Grape purchase agreements = è ???
Over l= ast 14 years, there has been a definite evolution

Concep= ts of quality

Grapes= are custom farmed

Wineri= es are more involved with farming

Grape = contracts have not caught up. We lawyers have work to do with our clients to help them define what the issues are.

This t= alk is a part of that effort. Because I think the question I was asked to talk about, is itself a mistaken question.
ItR= 17;s not how to define quality that’s the problem,
ItR= 17;s who gets to define it, that’s the issue.
------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/slide0006.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Grape Quality: In the Eye of the Beholder?
4/23/= 03
www.= cmprlaw.com
4
A Tale of Two Markets <= /span>
lCommodity products
–Standardized
–Buyer can easily switch = ;
–Price set by market = = conditions
–Growers compete by <= /span>becoming the low cost producer =
–Key to success - efficiency=
–
–Market will trend to small = = number of large growers = ;
l =
–
lCustom-farmed products
–Customized
–= Buyer can’t switch easily
–Price set by private negotiation
–Growers compete by <= /span>understanding and satisfying customer needs&#= 13;
–Key to success -customization
–= Market will trend to large = number of specialized growers<= b>
These = categories can be used in many industries.
Classi= c difference between buying Land’s End or custom tailored.
In gra= pes, there are two markets

One fo= r a commodity grape: like a California appellation chardonnay.
One fo= r custom farmed grapes: single vineyard, ENTAV clone, specific trellis, hillside.<= /font>

As win= eries compete in the North Coast for quality, they rely more and more on custom farmed grapes to create the quality they need in the bottle. So more and more, grapes in this region are not commodities. And this is reflected in higher prices this region commands over others.

Grape = contracts evolve as this trend continues. When I started they were one page. Now th= ey usually run 15 pages. Part of the change is the need to specify more of t= he terms which make the grapes a custom-farmed product.

------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/slide0008.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Grape Quality: In the Eye of the Beholder?
4/23/= 03
www.= cmprlaw.com
5
Standard Quality Provisions
lTechnical Objective Standards
l Chardonnay: = ;
l °Brix: 23.5° - 25.0° with optimum of = 24.5° Brix =
l TA: 6.0-7.5g/l with optimum of 6= .75 g/l
l pH: 3.25-3.4 with optimum of 3.3= 5
l 
l Pinot noir: = ;
l °Brix: 23.8° - 25.0° with optimum of = 24.5° Brix =
l TA: 5.5-6.5g/l with optimum of 6= .0 g/l
l pH: 3.4-3.6 with optimum of 3.5<= /span>
Classi= s by the numbers approach.

But th= is is now only the starting point.

Must h= ave these numbers. But the winemakers may want the grower to wait for something els= e to develop.
------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/slide0033.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Grape Quality: In the Eye of the Beholder?
4/23/= 03
www.= cmprlaw.com
6
Maximum Defects
<= span class=3DBB style=3D'position:absolute;left:-4.23%;top:.3em'>l Second crop grapes not to exceed 5% by weight.
<= span style=3D'font-size:86%'>l Mold or rot not to ex= ceed 3% by weight.
<= span style=3D'font-size:86%'>l MOG not to exceed 1% = by weight.
<= span style=3D'font-size:86%'>l No mixed varieties.&#= 13;
<= span style=3D'font-size:86%'>l No un-authorized/unre= ported pesticides/herbicides.
These = define a negative quality. Things that we don’t want to see.

Again,= these are a standard part of most grape contracts.

Necess= ary, but not sufficient.
------=_NextPart_01C401C4.2A221130 Content-Location: file:///C:/AB2D22B3/NC_Winegrowers_files/slide0010.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Grape Quality: In the Eye of the Beholder?
4/23/= 03
www.= cmprlaw.com
7