PRVGAPaso Robles Vintners and Growers Association (California)
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"We are going through a metamorphosis in our association (PRVGA), trying to help everyone understand that marketing is the key to success.
As Paso Robles has evolved, the appellation's vintners and growers association, PRVGA, has been challenged with meeting the needs of both well-established wineries with nationally distributed brands and tiny family-owned wineries and growers just getting their feet wet in the business.
In May, just after the annual Paso Robles Wine Festival, PRVGA executive director Sheila Griffe unexpectedly resigned.
Despite such criticisms, not all PRVGA members believe the association needs an overhaul.
"I don't think it's the PRVGA's job to sell and/or market my wines.
PRVGA is currently planning its first-ever road show for 2005, with 35 wineries traveling to four major cities.
"At the same time, PRVGA does realize that GMOs are a major issue for organic farmers and others, perhaps, philosophically," he concedes.