When you think of a tractor, do you picture the sturdy, hardworking machine of the past or today’s powerful, modern marvel? For wineries, cideries, and fruit farmers, tractors symbolize the bridge between nature and craft. But how does this relate to marketing? Tractor symbolism can be marketing gold. Let’s explore this through two brands our team has worked on, illustrating how the old and new of the tractor world can inspire marketing. Built to Last: The Legacy of Road 13 In 2008, Pam & Mick Luckhurst sought to rebrand their winery, originally named Golden Mile Cellars. Our team discovered that “It’s All About The Dirt” was a core value, which became the foundation for a new brand. The heart of this brand was the tractor Mick drove through the vineyard, accompanied by his dogs. This rebrand transformed the winery into a standout on shelves and a household name for wine lovers in BC. The enduring presence of the tractor reflects its timeless appeal.

225: California’s Ban on Autonomous Tractors An antiquated California law makes using autonomous equipment in the vineyard challenging. Michael Miiller, Director of Government Relations at the California Association of Winegrape Growers (CAWG) explains that workplace safety standards developed in the 1970s based on 1940s equipment state that self-driven tractors must have an operator onboard. To update this law, CAWG is working closely with manufacturers and countries that allow autonomous equipment to aggregate data on safety. Automation has many potential benefits to farm workers including developing transferable skills, upward mobility, precision agriculture, and increased safety. Learn about how the law works today and about funding opportunities to train staff. LISTEN IN Resources:         117: Grapevine Mildew Control with UV Light 120: Autonomous Drone Vineyard Spraying 219: Intelligent Sprayers to Improve Fungicide Applications and Save Money Californ

Afternoon Brief, June 20th

Cal/OSHA Safety Board Denies Monarch Tractor Petition to Modify Regulations Regarding Autonomous Tractor Use: Current California safety regulations under the California Department of Industrial Relations (DIR) written in the 1970s require a human operator to be stationed at the vehicular controls for all self-propelled tractors used in agricultural operations, thus presenting a regulatory roadblock to the use of autonomous, driver optional tractors that are being developed, marketed and trialed for use in California's vineyards and farmlands...