Gearing up for Change Wine from the Thompson Apple Scab Prevention
Display Until March 15, 2013 Publication Mail Agreement No. 40838008 www.orchardandvine.net
2013 Tractor Review
This year, one move will make all The difference. Your fruit and vegetables need strong protection and strategic care all season long, to reward you with a high-quality, profitable crop. That’s why growers like the powerful, flexible protection of new DuPont™ Fontelis™ fungicide. Choosing Fontelis™, the next-generation Group 7 fungicide, is the crucial move in your 2013 disease management program. Fontelis™ stops disease in its tracks with preventative and residual action on apple scab, powdery mildew, botrytis and many other important diseases. It’s time for a fresh start on disease management. It’s time for Fontelis™.
Questions? Ask your retailer, call 1-800-667-3925 or visit fontelis.dupont.ca As with all crop protection products, read and follow label instructions carefully. The DuPont Oval Logo, DuPont™, The miracles of science™ and Fontelis™ are registered trademarks or trademarks of E. I. du Pont de Nemours and Company. E. I. du Pont Canada Company is a licensee. Member of CropLife Canada. © Copyright 2013 E. I. du Pont Canada Company. All rights reserved.
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Photo by Jackie Stibbards
Is this the year to update and buy the newest model? See what is on the shelf in 2013. Photo taken at Gatzke Farmer's Market. Page 21
Features 13 Young Farmer Profile Abel O'Brennan 16 The New Wineries of Kamloops 21 Gearing up for the Big Change to Tractors 23
Tractor Guide
28
Tractor Safety Is No Accident
29 These Bins are Made for Walking 31
February is Apple Month
32
Apple Scab Control in the Okanagan
Cover Photo: Bins of Riesling grapes after the 2012 harvest at Harper’s Trail. 4
Pre-Spring 2013
At first glance this looks like any other snowbound vineyard, grape vines. Page 13.
Regulars Publisher's View – Lisa Olson
8
Calendar
9
News & Events
35
Editor’s View – Devon Brooks
36
Legal Libations – Denese Espeut-Post
37
The Word On Wine – BCWI
39
Money Talks – Geoff McIntyre
41
The Wild Things – Margaret Holm
43
Taylormade Ideas | Jennifer Taylor
Photo by Dick Cannings
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but on closer inspection you will see raspberry canes, not
Northern Flicker. Page 41
Pre-Spring 2013
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PUBLISHER’S VIEW | LISA OLSON
Turn your wrist this year
Vol. 54, No 1 Pre-Spring 2013
T
Established in 1959
here was an optimistic mood shift in the air at the recent BC Fruit Growers’ AGM, with the election of new president, Jeet Dukhia and also with the announcement of an extension to the replant program made by Agricultural Minister Norm Letnick. There was lots of chatter and hope that 2013 will be a better year for the association and for growers. Congratulations to new president Jeet Dukhia! Read about the AGM on page 9, Apple Month page 31, and Apple Scab on page 32.
There was a campaign back in the 70’s that promoted turning your wrist before eating fruit to look for the local sticker. To help keep our farms and producers sustainable and viable let’s all pitch in to purchase local fruits, vegetables and wine from our Canadian growers and makers!
Lisa Olson Editor Devon Brooks Graphic Design Stephanie Symons Contributors BCWI, Michael Botner, Devon Brooks, Denese Espeut-Post, FARSHA, Margaret Holm, William McPhee, Darcy Nybo, Ronda Payne, Jennifer Taylor Photo by Kim Elsasser
More positive feelings were also shared in a fun, networking and award celebration evening held at the 11th Annual Agri-Food Industry Gala. New Lieutenantgovernor Judy Guichon shared stories on our agricultural communities. Guest speakers Troy and Stacy Hadrick from South Dakota encouraged growers to become ‘influential people’ and to practice the 3 T’s; Talk, Teach and Touch. To develop your 30 second elevator pitch, talk to people and teach them about what you do, and touch them with your passion and honesty about why and how you grow what you do.
Publisher
Sales & Marketing Holly Thompson Circulation
Shop for equipment, supplies and services from our local dealers and providers. You can now search for suppliers in your area with Orchard & Vine’s new online Supplier Directory. www.orchardandvine.net
info@orchardandvine.net Orchard & Vine Magazine 1576 West Kelowna Road West Kelowna, B.C., V1Z 3H5 E-mail:
And the most important point this year, please be safe on your farm! Read about tractor safety and courses on page 28. ■
info@orchardandvine.net www.orchardandvine.net Phone: 250-769-2123
Have a great 2013 season!
Fax: 1-866-433-3349
Enjoy the magazine!
Orchard & Vine Magazine is published six times a year and distributed by addressed direct mail to growers, suppliers and wineries in the Okanagan, Kootenays, Fraser Valley, Lower Mainland, Vancouver Island, Washington State and throughout Canada. Orchard & Vine is also available online. Publications Mail Agreement No. 40838008 Undeliverable copies should be sent to:
Providing Canadian Grapevine Solutions BRITISH COLUMBIA Frank Whitehead p. 250-762-9845 c. 250-878-3656 frank@vinetech.ca
6
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ONTARIO Wes Wiens/Tina Tourigny p. 905-984-4324 wes@vinetech.ca tina@vinetech.ca
NOVA SCOTIA Michael Lightfoot p. 902-542-1571 c. 902-698-6909 michael@vinetech.ca
1576 West Kelowna Road West Kelowna, BC, V1Z 3H5
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PRE-SPRING | CALENDAR
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Photo by © Candybox Images | Dreamstime.com
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Quality and Service … it’s Our Pledge. BC Farmers’ Market Conference & AGM March 1-3 Hotel 540, Kamloops, B.C. www.bcfarmersmarket.org 3rd Annual BC Tree Fruit Horticultural Symposium March 6-7 Trinity Baptist Church, Kelowna, B.C. More info call 250-490-5717 For over four decades, Thunderbird Plastics Ltd. has provided the highest quality injection-molded handling solutions to the agricultural industry. Berry flats, blueberry lugs, fruit/ vegetable boxes and agricultural containers made with the finest materials and available at very affordable pricing. At Thunderbird Plastics Ltd. we stand by our pledge of quality, service and on-time delivery.
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Pre-Spring 2013
Canadian Horticulture Council AGM March 12-15 Westin Hotel, Ottawa, ON www.hortcouncil.ca BC Grapegrowers’ Association Grower Day & AGM April 9 Frog Café, Linden Gardens, Kaleden, B.C. More info email: bcga@nethop.net Spring Okanagan Wine Festivals May 3-12 Various Okanagan Locations www.TheWineFestivals.com 14th Annual BC Enology & Viticulture Conference July 15 - 16 Penticton Convention Centre Penticton, BC www.bcwgc.org
PRE-SPRING | NEWS & EVENTS
BCFGA Elects New President North Region – Madeleine van Roechoudt.
Speaking after the election, Dukhia says his priority will be convincing the provincial government that some money from the Columbia River Treaty should go to the farm sector, including local fruit farmers. He argues the treaty, which resulted in several dams on the Columbia, allowed Washington to irrigate thousands of acres of farmland. That farmland has allowed Washington State to become the juggernaut of orchard fruits on this continent and has helped to undermine BCFGA farmers.
Newly elected president of the BCFGA, Jeet Dukhia receives congratulations from one of the association’s members.
Most other members of the
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Staying in the same positions are: South District member – Peter Simonsen, North District member – Amarjit Lalli, Okanagan Similkameen Region – Nirmal Dhaliwal, Okanagan Skaha Region – Denise MacDonald, Central Region – Jora Dhaliwal and
Dukhia also says he has spoken to the NDP. They are very sympathetic to the plight of agriculture and he believes they will work to improve the situation; although he didn’t get into specifics.
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council were reelected or retained their position by way of acclamation.
mitment to stay in the Ministry and work on persuading the caucus to support ongoing funding for replants.
LI ST ED
Dukhia adds the provincial election gives farmers a bit more leverage this year and he sees some improvements coming no matter who wins. He is pleased with Norm Letnick as the new Minister of Agriculture and is confident Letnick will, if the Liberals are reelected, remember his com-
Photo by Devon Brooks
Jeet Dukhia, vice-president from last year and the man forced to step up and take over after Kirpal Boparai’s, is now the elected president of the BCFGA.
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The other contested position, that of vice-president turned out far differently from the pre-election roster of candidates. Prior to the election, Joe Sardinha had put himself forward for the position and Jeet Dukhia’s name was also listed. After winning the president’s position, Dukhia’s name was automatically taken off and Sardinha declared he was no longer interested in running. The nomination process was thrown open to the floor. Five or six people declined, but two contenders eventually agreed, including Bhupinder Dhaliwal and Denise MacDonald. Bhupinder won the election leaving MacDonald to retain her seat as the representative for the Okanagan Skaha Region. According to BCFGA tradition, the number of votes received by candidates is not revealed and all ballots are destroyed after the elections are held. ■
JERRY GEEN 250-870-3888
Jerry@TeamGeen.com Your local expert in farm, residential, and estate properties
To check out these featured properties and more farms Log on to
www.OkanaganFarms.com “We Sell Farms!”
KELOWNA
250-717-5000
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PRE-SPRING | NEWS & EVENTS
The Grape Debate - Where do you stand? Should BC develop a signature wine? As part of Dine Out Vancouver Festival 2013 six debaters will sit down for three hours to explore the idea of whether it would be a good or bad thing if British Columbia were to develop a signature wine.
Photo by Tourism Vancouver / Coast Mountain Photography
Signature wines are varietals associated with a particular place – Australian Shiraz, Argentinian Malbec among others. The debate was held on February 1, Orchard & Vine talked with two of the debaters prior to the debate to get their take on the issue. On the side arguing there would be an overall benefit to the B.C. wine industry is Michaela Morris, one of the owners of House Wine. Morris believes that if consumers become convinced of the quality of a signature wine from B.C. their interest will spread. On the other side Howard Soon, noted Okanagan wine maker at Sandhill, thinks the signature wine idea is unnecessarily limiting and counter-productive. He states any move to persuade wineries to develop a signature wine synonymous with British Columbia will shift focus, likely to the detriment of an iconic wine. As a winemaker himself, he would resent pressure to make a certain wine instead of the best wine. http://www.dineoutvancouver.com/events/grape-debate Plated and Paired at the Public Market, Dine Out Vancouver Festival.
‘Buy Local’ Launches Last November the government announced the reintroduction of the ‘Buy BC’ program – sort of. The name was changed to ‘Buy Local,’ but unlike the
program shut down by the Liberal government in the first term of its mandate, Buy Local is a one time event with no commitment past 2013.
Last fall the government committed $2 million to the program, but applicants must match program funding with their own money. The money can’t be used for capital purchases like equipment and the projects they promote have to feature products that are grown, raised, harvested or processed in the province. The products do not have to be edible, so flowers or pet food and other agricultural products are eligible.
Photo Contributed
The applications will be reviewed by two organizations: The British Columbia Agriculture Council (BCAC), which will oversee $500,000 of the grants with the remaining $1.5 million to be administered by the Investment Agriculture Foundation (IAF).
Then-minister Don McRae announces the new Buy BC marketing program last September.
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Grants can be a maximum of $100,000 in size, but Peter Donkers, who is looking after the program for the IAF, says most of the applications received this far are looking for much smaller amounts of $10,000.
PRE-SPRING | NEWS & EVENTS
Kelowna to Host Inaugural Wine Country Half Marathon The Wine Country Half Marathon will be held in Kelowna on Friday September 6th. The destination series of races consists of “boutique” destination running races held in scenic wine regions, complimented by wine, food and entertainment activities.
said Matt Dockstader, President of Destination Races. Tourism Kelowna was instrumental in bringing the event to the region, and will contribute to the planning and promotion of the event, alongside the City of Kelowna, and other tourism partners.
The Kelowna event is expected to attract runners and wine enthusiasts from throughout Canada and the United States. The half marathon course begins at The Vibrant Vine winery. Then travels past vineyards, farms, apple orchards, and onto the Mission Creek Greenway to the lakefront. The final four miles runs along Okanagan Lake and finishes at Waterfront Park, site of the post-race Wine & Music Festival
The Strong Kids campaign, in partnership with the YMCA of Okanagan, will provide volunteer support for this event as the primary local beneficiary and charity partner. Event details and registration are available online at the event website; www.destinationraces.com/runbc
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Only one application has received approval from the program administrators so far. The government announcemented $15,700 given to the BC Cranberry Marketing Commission to promote the berries to consumers and manufacturers.
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So far, Donkers says his organization has received 16 applications, but he knows of another 10 or so in progress. He adds, “Because it’s cost shared it is causing the number of applications to be slower than usual.” Of the applications received five have been approved, another has been conditionally approved, one was rejected and the others are still under review, but he says, “There are a number of high profile applications that haven’t come in yet.” There is no cutoff for the program. Applications will be considered until funding is exhausted. Fore more info visit www.iafbc.ca/funding
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PRE-SPRING | NEWS & EVENTS The makers of Nature’s Intent Calpril® and Nature’s Intent Dolopril® introduce 3 new Organic products!
Spierhead Cleans Up
Photo Contributed
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This 2010 Pinot Noir from SpierHead was judged the best Pinot Noir in the land at the 2012 Canadian Wine Awards.
I
t can be difficult for a new winery to be taken seriously, but SpierHead Winery in Kelowna has not only been noticed, but has been given accolades by industry professionals.
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At the 2012 BC Wine Awards SpierHead was picked as the Best New Winery, taking home a silver medal for the 2010 Pinot Noir plus a bronze each for the 2010 Chardonnay and the 2010 Pursuit (a Merlot-based Bordeaux blend). At the Canadian Wine Awards SpierHead’s 2010 Chardonnay, Pursuit and Vanguard (Cabernet Sauvignon, Merlot, Cabernet Franc blend) each took a bronze medal, but the crown went to the 2010 Pinot Noir. It received a gold, was ranked number seven among the top 25 wines from British Columbia and was also called the best Pinot Noir in all of Canada out of a field of 94 Pinot Noirs. SpierHead is co-owned by Brian Sprout who lives onsite, Vancouver lawyer William Knutson and investment dealer Bruce Hirtle.
Young Farmer: Abel O'Brennan - Black Creek, B.C.
Photo Contributed
From the Oil-Patch to Wine Maker
Abel O’Brennan laughs as he talks to customers on a tour of the winery.
By Darcy Nybo
S
ome farmers are born, some are made out of necessity, and some follow their hearts and wake up one day to discover they too are farmers. Abel O’Brennan fell in love with his wife, Amanda, and married her when they were both 20. Amanda went off to University and O’Brennan went to work out in the oil patch. His father-in-law asked him for help on his dairy farm, so he left the oil patch and came to the family farm. “When I first married my wife, her family were strict teetotalers. It took me years to convince them to sell off the cows and go with growing fruit and creating the winery,” explains O’Brennan. “My in-laws
Aim for the stars and you might hit the moon. Abel O'Brennan now have a dairy farm in Saskatchewan.” After much consideration, it was decided that O’Brennan and Amanda’s two brothers, Daniel and Phillip, would slowly sell off the dairy cows while they created a fruit winery. The trio worked together well, with O’Brennan looking after the winery business, brother Daniel, a beekeeper, making mead and Phil
lip, a wood sawyer, doing the necessary custom lumber work for the winery. “We originally contemplated grapes,” says O’Brennan. “But we changed our mind. We have 650 acres of which 116 acres are planted in fruit. We had planned to be mostly fruit growers. The winery was a secondary plan, but then it became a larger part of what we do. It Pre-Spring 2013 13
At first glance this looks like any other snowbound vineyard, but on closer inspection you will see raspberry canes, not grape vines.
grew much faster than what we anticipated.”
and the ability to put out more than anyone else, but we are still growing.”
They planned for a small-scale boutique winery producing 2,500 cases a year, but after a few short years Coast Black Estate Winery produces 9,500 cases a year. Most clients are on the island and 80 private liquor stores carry their stock.
Along with 80 acres in blackberries, Coastal Black has 20 in raspberries, 16 in blueberries, plus meadowland for corn, grass for silage and plenty of bees making honey for mead.
First they planted a test patch. When it did well, they expanded to 15, and finally 70 acres. Then the weather turned on them and frost destroyed everything. They installed wind turbines to keep the frost off and replanted the next year. Creating wine from fruit isn’t as well thought of as wine from grapes. “I got so much flack about opening a fruit winery that I kind of drove a stake in the ground that says this is what I do,” laughs O’Brennan. “Wine is always something I’ve enjoyed since I’ve been old enough to enjoy it. On a world scale, we are a tiny little boutique winery. However, on the island we have the biggest vineyard 14 Pre-Spring 2013
O’Brennan was only 21 when they brought in the first workers from Mexico. It was hard for him to be taken seriously at first. “People would look at me and think I don’t know what I’m doing so I have to try really, really hard not to screw up because I’m already at a disadvantage,” he says, adding, “It helps that I’m a big guy. At 6’6” it makes me more intimidating. People literally have to look up at me.” Coastal Black brings in the same workers year after year because O’Brennan finds it is financially advantageous. “I had 26 employees this summer; 14 Mexican and 12 local Canadians. Two years ago, I had 9,000 man-hours that I needed to
Photos Contributed
They are a huge farming family with a variety of talents that has allowed the creation of Coastal Black, including everything from wine making to planting, sales and even working in wood as shown by this beautiful door.
help prune and tie the entire farm. I was paying the Canadians 25% more money and they worked at 40% less speed than the Mexicans. It ended up being cheaper for me to transfer in eight more workers from Mexico, fly them here and back, put them up in a motel, and pick them up every day.” At 28, O’Brennan knows without help from family and government loans, it would be impossible to have achieved what he has done to date. “Land is so expensive,” he says, “no matter what type of farmer you want to be. I see my father-in-law and his dairy farm. It cost over five million dollars and it’s not even a great farm. That kind of money is unattainable for a younger farmer.”
young guys who want to form a co-op – maybe the government would actually pitch in.”
their situation. You learn as you struggle. You have to be the absolute best, never shoot for mediocrity.”
O’Brennan does have ideas on what would make farming easier for the next generation to come. “There needs to be more co-ops for young farmers and any farmer to join. You take two or three
For aspiring farmers, O’Brennan say, “I would tell any young farmer to start small and grow into things. If you don’t have to work hard to earn things, you don’t have a real grasp of the reality of
He concludes, “I look at people who are far superior to me, look at what they did, and aim to be like them. Aim for the stars and you might hit the moon.” ■
Pre-Spring 2013 15
The New Wineries of the
Part of Harper’s Creek vineyard soaking up sun on south-facing slopes. 16 Pre-Spring 2013
Thompson Okanagan By Michael Botner
T
he launch of Harper’s Trail took place on a perfect summer day in July 2012. Owners Ed and Vicki Collett poured three wines from grapes harvested in 2011 on their 18-acre vineyard east of Kamloops. Highly credible wines from one of B.C.’s most northerly vineyards, they are bound to draw attention to the Kamloops area where a trio of start-ups are producing or are on track to produce homegrown wines. “We could not see any reason why Kamloops could not grow and produce top quality wine,” Ed says. When a 125-acre parcel on the upper banks of the north side of the South Thompson River – originally part of the storied Gang Ranch owned by Thaddeus Harper – became available in 2007, they jumped at the chance. Backed by limestone hills, it features southeast-facing slopes, in a valley that runs east-west rather than north-south, taking full advantage of daylight hours.
In 2008, the Colletts planted seven acres of Gewürtztraminer, Cabernet Franc, Merlot, Gamay Noir, Pinot Noir and Riesling. The following year they added 11 acres of Sauvignon Blanc, Pinot Gris, Chardonnay and more Riesling. Ed decided to pull the Merlot in 2010 because of susceptibility to winter kill. “We will be planting five acres of Pinot Noir in the spring of 2013,” he adds. “But we will also change the way the land is prepared by “discing” and adding organics to the soil, giving the young plants a bit of the boost.”
Photos Contributed
Until the new winery is built, winemaking has been in the hands of Michael Bartier and Okanagan Crush Pad. Of the challenges, Michael says that, “Because of the long hang time, the harvest is tight. So we have to pay attention to the numbers, considering what the leaves are doing and whether the seeds have browned before deciding when to pick. Not yet released, 2011 Cabernet Franc looks pretty solid. With 30-40 tons harvested in 2012, we have more options.”
John and Debbie Woodward’s planted three acres of Pinot Noir, Chardonnay and Riesling in 2010 for their Privato Vineyard and Winery.
Pre-Spring 2013 17
John Vielvoye a retired B.C. government grape expert recommended planting cold-hardy Minnesota hybrids.
Two workers pull in the 2012 harvest at Privato’s Kamloops vineyard.
Opening of the tasting room in the spring will be followed by a new winery, with a barrel room and storage cellar below, by the 2013 harvest. On the north tributary of the Thompson River, a short drive from Kamloops, John and Debbie Woodward’s 80 acre Christmas Tree Farm and Tree Nursery also provided a venue to fulfill their dream of a vineyard. Committed to high caliber vinifera varieties, they planted three acres of Pinot Noir, Chardonnay and Riesling in 18 Pre-Spring 2013
2010 for their Privato winery. “The vines are planted on an 8% southeast-facing slope where the upper slopes are sandy loam and the lower, silty clay loam,” Debbie says. The vagaries of Mother Nature have taught them the importance of “a good blanket of snow, mulching the plants well and cultivating new seedlings in the green house for the first few years.” The Woodwards will not make wine from their own grapes “until they meet the criteria we are demanding.” For now, they make wine from Okana-
Photo Contributed
gan grapes, with John’s mentor, Gustav Allander of Foxtrot Vineyards in Naramata, providing winemaking expertise. Instead of a wine shop, Debbie adds, “We are more likely to host private events for avid supporters and welcome folks for private tours.” Looking for cheaper land in the interior to grow blueberries, Gurjit Sidhu of Sidhu & Sons Nursery in Mission, B.C., acquired historic Monte Creek Ranch, on the south side of the South Thomp
son River and the Trans Canada Highway, in 2007. While blueberries did not pan out, Gurjit liked the land, even purchasing nearby Lion’s Head Ranch. When he asked retired, provincial government grape expert John Vielvoye to assess the land, Vielvoye recommended cold-hardy Minnesota hybrids, never before used to make wine commercially in B.C. Vineyard manager Menno Schellenberg explains,“ there are adequate heat units to achieve ripeness, but cold snaps
are 6ºC lower than the Okanagan.” On an elevated, north-facing bench, Gurjit planted 12 acres with five Minnesota hybrids plus Maréchal Foch in 2010. The five included Marquette and Frontenac Noir reds and whites called Frontenac Blanc and Gris, and La Crescent. Of Monte Creek’s 2012 Marechal Foch made by Summerhill’s Eric van Krosigk, Schellenberg says, “The grapes were picked on November 10 at 25 Brix, comparable to Okanagan levels.”
Pre-Spring 2013 19
A vineyard worker, vineyard manager John Dranchuk and owner Ed Collett inspect some of the 2012 harvest at Harper’s Trail.
At Monte Creek, 2½ acres were added, which also includes experimental plantings of vinifera. To ensure early ripening, growing methods for vinifera incorporate high vine density, universal cordon training and low yields. “When the Monte Creek sales centre opens in 2014, it will provide an opportunity to learn about grape growing, while also visit the historic ranch still used for cattle grazing,” Schellenberg says. ■
20 Pre-Spring 2013
Photos Contributed
Not wanting to put all his eggs in one basket, Gurjit decided to include vinifera varieties when planting additional vines at both locations in 2011. “The south-facing vineyard at Lion’s Head, on the north shore directly across the river from Monte Creek, is more favourable for vinifera,” Schellenberg says. Six acres of vinifera, including two clones each of Gewürtztraminer and Pinot Gris, plus Riesling, Pinot Meunier and Cabernet Franc, were planted, along with 8½ acres of hybrids.
North slopes and cold winters persuaded the Sidhu’s to plant cold-hardy vines on the ground at the Monte Creek winery near Kamloops.
For The Big Change To Tractors Every year manufacturers hope this is the year a consumer will update and buy the newest model.
standards are set by CARB (California Air Resources Board) and it isn’t just strict – it sets the standard.
If you’re looking at updating your tractor, or any other specialized equipment that runs on diesel and puts out more than 40 HP, the next few years are going to bring big changes.
A few years ago the Canadian government announced that it would, over time, harmonize our emission standards with the California standards.
The story starts in California, which among other things is renowned for having the strictest controls on air pollution on the continent. California’s emission
Since 2008 diesel engines have been Tier 3 compliant, but manufacturers will be selling Tier 4 as of January 2013. The government gave some flexibility in that every diesel engine sold does not have
to be Tier 4 compliant until January 1, 2014, so Tier 3 engines already shipped or on sales room floors can still be sold, but new dealer orders will be for Tier 4 engines only. As of 2014 non-Tier 4 sales won’t be allowed. According to Ed Machial, owner of South Okanagan Equipment in Oliver, the changes are going to be profound. “Most guys don’t know what’s coming.” Tier 4 aims to reduce diesel particulate Pre-Spring 2013 21
Photo by Jackie Stibbards (photo taken at Gatzke Farmer's Market).
GEARING UP
Photo by © Rostislav_sedlacek | Dreamstime.com
from exhaust pipes. There are two methods currently used to do this. One uses DEF (Diesel Exhaust Fluid), which is urea. Urea is an inexpensive additive, but requires an extra tank for the additive to be mixed in with the fuel. This becomes a problem when the engine is in a small housing with no extra room, but isn’t a problem for large field tractors. New Holland is one company that has adapted this methodology for its engines. The second option is known as DPF (Diesel Particulate Filter). The filter doesn’t take as much room, but requires the collected particulate to be burned, which only occurs when the engine is at high revs for a certain length of time. If the engine is not operating at full load often enough, the user will need to run it at high revs periodically to get the engine to temperature. The filter itself will also require occasional cleaning. In the case of Kubota trac22 Pre-Spring 2013
tors, says Adam Haney, senior marketing specialist for Kubota Canada, that will need to be done about every 3,000 hours of engine use. Machial says these changes are going to require a change in how farmers work. “The biggest impact will be the maintenance; these engines will be a lot fussier about maintenance.” He explains, “The guys are going to have to realize that they aren’t going to be able to fix it with a bit of wire and a crescent wrench.” That is because, like cars, this fuel system is a precision delivery method and will largely be controlled by computer chips. Only computers will be able to diagnose the problem. Says Machial, “When these things stop in the field you won’t be able to start them again. They’ll have to get another machine to take them out until they can be looked at with the proper equipment.”
There will be long term consequences, says Machial. “Stuff will become obsolete sooner.” Manufacturers and dealers are required to have parts for maintenance on equipment for a decade after it is sold, but as these new systems evolve (Tier 4 standards will get stricter every year until 2018 so a 2018 Tier 4 engine will put out less particulate than a 2013 Tier 4 engine), it could be difficult to get parts for a unit more than a decade old. The more specialized the equipment is the more likely this is to be true. Anyone contemplating a 1970s style solution when many people disconnected the catalytic converters on their cars to cut fuel costs will be in for a shock. Machial says any tractor that has the diesel cleaning system disconnected will immediately become a very large and heavy lawn ornament. ■
SPECS Manufacturer Case IH Deutz Fahr Deutz Fahr Model Farmall 75N Agroplus V/S/F 320/420 Agrofarm TB410/ 420 Engine Hp 76 82/90/96/106 62/95 PTO Hp 62 74/82/86/94 56/86 Fuel Tank (imp. gal.) 15 19.8 20 Transmission Synchronized 16x16 Mechanical Shuttle 30F + 15R, Wet Clutch 20+10 trans Steering Hydrostatic Hydrostatic, 50- 60 degrees Hydrostatic, 50 degrees Brakes Wet Disc Four wheel hydrostatic braking Four wheel hydrostatic braking Wheelbase 80” 76” 76” Length 152” 146” 146” Minimum Width 53” 44” 52” Ground Clearance 11” 11” 11” Turn Radius 125” 4.1 to 4.7m 4.1 to 4.7m Weight 5560 lbs 5567 lbs 5120 to 5510 lbs Driving Wheels 380/70R24 11.2R24- 14.9R28 driving wheels 12.4R24-380/70R20 driving wheels Website www.caseih.com www.dftractors.com www.dftractors.com Comments Narrow width, low profile for orchards Comes standard with wet clutch and Simple, reliable and economical or vineyards. Available with ROPS or Cab.
award winning Stop & Go transmission. Recognized as orchard and vineyard tractor of the year in Europe.
tractor engineered specifically for orchards and vineyards.
SPECS Manufacturer John Deere John Deere Landini Model 5101EN 5083EN Rex 90F Engine Hp 101 83 83 PTO Hp 86 69 77 Fuel Tank (imp. gal.) 15.8 15.8 13.5 Transmission 12F/12R Power Reverser/OPT-24F/24R 12/12 Power Reverser/OPT-24/24 Transmission 15AV/15RM Steering Hydraulic Hydraulic Hydrostatic Brakes Wet Disc Wet Disc 8 Disc 4 Disc Wheelbase 85.8” 85.8” 85.6” Length 146” Minimum Width 48” 48“ 51.9” Ground Clearance 10.6” 10.6” 15” Turn Radius 11.58” w/brakes 11.58 n/a Weight 5784 lbs unballasted 5784 lbs 6259 lbs Driving Wheels 2WD or 4WD 2wd or 4wd only 14.9x 24 Website www.deere.com www.deere.com www.landini.ca Comments Landini tractors are specifically 5083En(83hp) or 5093en(93hp) also Wet clutch for engine and pto, 25 gpm configured for use in narrow available Cab or open station models. hyd output. Hyd shuttle, 540/540E pto vineyards and orchards. for fuel savings
Pre-Spring 2013 23
SPECS Manufacturer Kioti Model CK20S/CK20S HST Engine 22 PTO Hp 17.1 / 16.2 Fuel Tank (imp. gal.) 5.28 US Gal Transmission Ml: 6 F, 2 R / Hydrostatic: 2 ranges Steering Power Steering Brakes Wet Disc Wheelbase 57.9 in Overall Length 105.7 “ Minimum Width 44.1” Ground Clearance 12.2” Turn Radius 7.5’ Weight 2,125 / 2138 lbs Driving Wheels 4WD Website www.kioti.com
Kioti CK27 / CK27 HST 28 21 7.9 US gal Ml: 8 F, 8 R / Hydrostatic: 3 ranges Power Steering Wet Disc 66.1” 122.2” 54.6” 13.82” 9.5’ 3161/3117 lbs 4WD www.kioti.com
Kubota M8540NHC10 85.5 Hp @ 2600 RPM 76.0 Hp 20.1 gal (76.0 Litres) Gear Shift, 10 forward x 10 reverse Hydrostatic Power Steering Mechanical Wet Disc 80.7” (2050 mm) with 3 pt hitch 138.0” 48.0” 14.6” 10.5’ in 4WD 4,806 lbs (2180 kg) 2WD/4WD www.kubota.ca
Four year Warranty with no usage or hour limitation
Four year Warranty with no usage or hour limitation
Excellent compact tractor with high performance and power. Tight turns, pressurized cab and a 10 speed transmission to improve compatibility with specialty implements.
Selling a full line of Munckhof & Ideal Sprayers
SHREDDERS-FLV
Rugged flail choppers to • PIGGYBACK OR TOW BEHIND • SINGLE ROW OR MULTI-ROW
5592 Hwy 97, Oliver BC 250-498-2524 or 250-498-6231 24 Pre-Spring 2013
MOW, SHRED & EVENLY SPRED Chopping the heaviest materials, just leaving a Double twin flails for grass fine mulch behind. cutting and light scrub cleaning
Universal hammer flails for heavy duty pulverizing
5592 Hwy 97 Oliver BC 250-498-2524 250-498-6231
SPECS Manufacturer Kubota Model M7040 Engine Hp 71.0 PTO Hp 64.0 Fuel Tank (imp. gal.) 16.7 1 Transmission 8F/8R hydraulic shuttle Steering Hydrostatic Brakes Wet Disc Wheelbase 80.7” Length 136.4 Minimum Width 48.0” Ground Clearance 14.6” Turn Radius 11.5’ Weight 4806 lbs Driving Wheels 2wd/4wd selectable 2 Website www.kubota .ca Comments Factory cab, wet clutch, hydraulic shuttle.
Kubota Kubota M8540NPK M6040/M7040/M8540DTNH 85.5 63.0/71.0/85.5 76 56.0/64.0/76 6.7 13.2 8F/8R hydraulic shuttle 8F/8R hydraulic shuttle Hydrostatic Hydrostatic Wet Disc Wet disc 84.8” 80.7” 138.2” 136.4” 54.0” 48” 15.4” 14.6” 13.1’ 11.5” 6504 lbs 4189/4189/4383 lb 2wd/4wd selectable 2wd/4wd selectable www.kubota .ca www.kubota.ca Rear crawler exert a mere 4.12 PSI of ground pressure, wet clutch, hydraulic shuttle.
Foldable ROPS, wet clutch, hydraulic shuttle.
Extenda Pack Gases For the winemaking industry
The right gas for the right application We supply CO2, Nitrogen, Argon, Dry Ice and Nitrogen Generators In Kelowna call 765-7658
1-800-225-8247
www.praxair.com
Pre-Spring 2013 25
SPECS Manufacturer Mahindra Model 3316s Cab Engine Hp 36 PTO Hp 31 Fuel Tank (imp. gal.) Transmission Shuttle/Hydro Steering Hydrostatic Power Brakes Wet Disc Wheelbase Overall Length 121.3” Minimum Width 51” Ground Clearance Turn Radius 8.2’ Weight 3020 lbs Driving Wheels 2wd/4wd Website www.mahindracanada.com Comments:
Massey Ferguson 1529 28.4 23.2 gear/21.7 hydro 8.3 8.8 synchrshuttle hydro Power Steering Wet Disc 66.7” 120.3” 58.1” 11.8” 8.5’ 2579 lbs R4, R1 or turf www.masseyferguson.com
Massey Ferguson 1635 35.7 27.1 gear/25.8 hyd 9.2 12X12 pwr shuttle & hydro Power Steering Wet disc 69.7” 122” 64.5 14.2” 8.2’ 3175 lbs / with cab 3527lbs R4, R1 or turf www.masseyferguson.com
5679 Sawmill Rd, Oliver 250 498 5145 250 498 5135 fax Email sokequip@hotmail.com
AgriStability BC Ministry of Agriculture
AgriStability 2012 Interim Application Attention Producers: AgriStability participants experiencing income declines may apply for an Interim Payment for the 2013 crop year. An Interim Payment provides program participants with an advance payment of up to 50 percent of their estimated final 2012 benefit.
EDWARDS DC 6500 MOWER • HD steel deck • Counter rotating spindles • Side discharge of clippings for undervine mulch • Belt or gearbox drives • (4) HD 3” wide blades • HD adjustable laminated tail wheel • Designed for especially for Okanagan conditions • 65” standard cutting width, customs sizes available
Here are some important details: • The 2012 Interim Application deadline is March 31, 2013 • To apply for an Interim Payment, you must be enrolled in AgriStability for the 2012 program year, and your enrolment fee must be paid by the deadline date. • Participants, who receive a 2012 Interim Payment, are required to submit a completed 2012 Harmonized Form by December, 31st, 2013, so that their final 2012 benefit can be calculated. • Participants, who do not submit their 2012 harmonized form by the December deadline, will be considered to be in an overpayment position, and therefore, be required to repay the full amount of their 2012 Interim Payment. (Note, December 31th is the final deadline with penalty; late penalties are applied to Harmonized Forms submitted after September 30th.) If you have any questions regarding Interim Benefits please contact AgriStability at 1-877-3432767, and ask to speak to your regional Customer Service Representative. Website: http://www.agf.gov.bc.ca/agristability Growing forward, a federal-provincial-territorial initiative AGRISTABILITY REGIONAL OFFICES 200 1500 Hardy St Kelowna, BC V1Y 8H2
26 Pre-Spring 2013
1767 Angus Campbell Rd Abbotsford, BC V3G 2M3
PO Box 857 201 - 583 Fairview Rd Oliver, BC V0H 1T0
10043 100th St Fort St. John, BC V1J 3Y5
SAVE MONEY WITH EDWARDS PRUNING SWEEPERS • Rake and mow in one operation • Reduces manual labour • Gentle on tree/vines/irrigation • Easy operation / maintenance • Many mounting options • Single or double head units
ASK ABOUT THE MANY OTHER PRODUCT LINES • EdwardsEquipment Co. • Rankin/Northstar • Gearmore • TG Schmieser • Yanmar T80 crawlers
• Allied/Farmking • Used Tractors & Equipment • Turbo-Mist sprayers • S & A compost spreaders • Rabaud Vibresopic post pounders
SPECS Manufacturer New Holland New Holland Yanmar Model TK4050 4050V T80 Engine Hp 94 95 79 PTO Hp 83 82 67 Fuel Tank (imp. gal.) 29 15 35 Transmission 8 X 8 16 X 16 12 x 12 shuttle Steering Steering O Matic power Forced Differential Brakes Wet Disc 44 Wet Disc Wet multi-disc Wheelbase 62.4 81.3 Overall Length 135" 146” Minimum Width 55.5” 42.5 52” Ground Clearance 12" 9.5 14” Turn Radius 6" 6” Weight 7500 lbs 5510 lbs 7400 lbs Driving Wheels Heavy Duty Track 4WD Rubberized track Website www.newholland.com www.newholland.com www.yanmar.com Comments: Fantastic hillside and climbing ability. High horsepower in a narrow Wet clutch, hydraulic shuttle, 4.9 psi Available as narrow as 46.1" configuration. Available with cab or ground pressure, 3 remote valve without w/12gpm Optional factory approved front 3pt hitch, open canopy model or cab with heat/AC. Comfort Cab.
Superior Quality. Trusted Tradition
5083EN
•2WD •83HP •45.2 inches wide •12F/12R PowrReverser trans •Open station •Ind. 540/540E PTO Retail: $38,000 On Sale
$33,750 0% Financing for 48 Months
Save $4,250
Chris Thiessen Ag Sales: South Okanagan Cell: (250) 878-4567 cthiessen@pcequip.ca
www.prairiecoastequipment.com 1-877-553-3373 Offer valid from Mar 01, 2012 until Jul 31, 2012. Subject to John Deere Financial approval and dealer participation. In the event you default on this or any John Deere Financial Multi-Use Account transaction, interest on27, all2012 outstanding balances on your Multi-use on this andfee all may special Term transactions will beginontoamount accrueborrowed immediately at 19.75% AIR *Offer valid from October until Feb 28, 2013. Down payment may beaccounts required. (including A $50.00 documentation apply. Monthly paymentson andyour cost Multi-use of borrowingAccount) will vary depending and down payment. from the finance date ofamount defaultmay until in full, youforwill be required monthly on your Multi-use Account equalcharges to 2.5% use); 3.0% (commercial use) of the original Minimum be paid required. Theand charge amounts past duetoismake 24% per annum.payments Taxes, set-up, delivery, freight, and preparation not(personal included. Dealers are free to set individual prices. Additionalamounts fees may financed plustointerest. Taxes, set-up, delivery, freight, and preparation charges not subject included and may increase price or time. monthly and finance amount may See apply. Subject John Deere Financial approval. See participating dealer for details. Program to change, without notice, at any 250%payment(s).Minimum purchase financing for 4purchase years on 5E Utility Tractors with cabs or be PRrequired. transmission, your subject toRepresentative change, without notice, at any time. 5For purchases on your John Deere Multi-use orsemi-annual commercialpayment use. Foris eligible underdealer 83 HP for anddetails. 5E UtilityProgram Tractors 83-101HP. Example: Model 5101E at $46,925, plus a $50.00 documentation fee,Financial less a down paymentAccount of $9,395,for at personal 1.87% APR, $4,697.50purchases for 4 years,oftotal goods and 1) aofminimum payment $262.33cash is required; 2) in finance will begin to accrue onrequired. amount financed at 3.9% per annum until paid in full. obligation is services: $37,580, cost borrowing monthly is $1,530.50 (includesofforegone rebate of and $1,500 order tocharges take advantage of offer). Down immediately payment may be
Pre-Spring 2013 27
TRACTOR SAFETY IS NO ACCIDENT
A
These fatal injuries occur within all age groups including the children of farmers, young inexperienced workers, experienced workers and those over the age of 60. Understanding the risks associated with mobile equipment on farms, particularly tractors, demands that the safe use and operation of tractors is covered in your health and safety program. “Safety is common sense” is often heard by FARSHA consultants during discussions on B.C. farms, but working safely is not inherited. It must be learned and practiced. In many cases tractor rollover fatalities would have been prevented if the operator had a Rollover Protective Structure (ROPS) and was wearing a seat belt. New orchard plantings often allow for ROPS on tractors. Vineyard rows are getting narrower and the tractors used in these rows are narrower than in years past. Narrower tractors can be less stable and a greater risk for rollovers. Leaving the tractor without properly parking and turning off the tractor leads to injuries from entanglements or operator run overs. Fortunately some new tractors have a safety feature that will not allow the tractor to run unless the operator is in the seat. Due diligence is a buzz phrase often mentioned when discussing worker safety, but needs to be clearly understood. Due diligence is defined as “taking all reasonable care to protect the well-being of workers.” The employer must be able to prove that all precautions, reasonable under the circumstances, were taken to protect the health and safety of workers. For tractor safety, due diligence includes education on tractor safety as well as training on the use of the available equipment. That also includes safe work procedures or guidelines specific to the equipment and various sites on your farm. A practical evaluation by operators displaying competency to a qualified supervisor forms part of this diligence. It is also important to have ongoing monitoring of an operator’s practices and abilities and to follow up with supervision that ensures procedures are followed. Regular safety discussions with operators on tractor safety topics are also required. These actions must be documented to form part of a defined effort for due diligence. ■
28 Pre-Spring 2013
TRACTOR SAFETY TIPS ■ Conduct a pre-shift inspection ■ Use a Roll Over Protective System and seat belt ■ Conduct a thorough risk assessment for the tractor, implement and task ■ Keep loads low when travelling ■ Always keep an eye out for pedestrians; do not move a tractor without eye to eye contact with a pedestrian ■ No extra riders on tractor, bucket, or forks ■ Follow recommended hitching procedures and limits ■ Turn on level ground whenever possible ■ Stay away from soft shoulders ■ Ensure brakes are in good condition and properly locked for high speeds ■ Use a Slow Moving Vehicle sign for roads ■ Ensure loads are properly secured. ■ Disengage PTO, turn off tractor and set brake before leaving tractor seat
FARSHA’s tractor course includes instruction on such things as the centre of gravity and centrifugal force. Students learn an incident does not just have a single cause, but often 25 or more contribute to a fatal outcome. To initiate or improve safe tractor operations or other safety concerns please contact Carol Reid, Regional Safety Consultant at 250-765-7025, carol.reid@farsha.bc.ca, or the FARSHA office toll free at 1-877-533-1789.
Photo by © Phovoir | Dreamstime.com
griculture is a dangerous business; the farm is consistently found to be one of the most hazardous workplaces in B.C. The Canadian Agricultural Injury Reporting System (CAIR) fatal agricultural injury data for 19 calendar years from 1990 to 2008 found machine run overs and rollovers are the leading cause of fatalities on farms in Canada.
These Bins are Made for Walking By Ronda Payne
T
wo of the biggest frustrations at harvest are the amount of walking required and the hassle of moving bins. Pickers can spend more time pacing back and forth to the bin than they do picking; and tractor hours fly faster than the second hand on a clock. That’s the way it has always been and no one has offered up an efficient way to change it. That is until Robert Neville became an orchardist. A former Saskatchewan farmer, Neville’s leased land on the prairies was gradually bought by bigger farmers prompting an exit from the province in 1995. Relocated to Vernon, he helped a friend plant apple trees in an orchard in 2005 and was bitten by the orcharding bug. Neville leased three acres from that friend, then in time took over the entire 13.5 acre orchard with dreams of growing and harvesting apples. He sells Gala, Ambrosia, Honey Crisp, Spartan and Aurora varieties to the Okanagan tree Fruit Cooperative through his operation, Neville Orchards.
Robert Neville stands next to the bin moving system he invented and built at his Coldstream farm.
“It’s been a huge learning curve,” Neville says. “It’s so much more involved horticulturally and a lot more hand labour than farming on the prairies. I’m always trying to [think] of ways to make my orchard more efficient.”
Neville applied his farm-produced ingenuity (and skills as a marine mechanic) and invented the personal bin moving system using funding from the Growing Forward and Investment Agriculture Foundation [IAF] of British Columbia. “I was just trying to find a more efficient way,” he says. With his bin moving system, pickers can move two bins on their own, without a tractor. As they move down the row, bins are carried along with them on the mover. When full, the bins are left in the row
Photos contributed
Two years ago, while moving bins he noted he had to move them every 15 minutes. He considered ways to make both picking and bin movement easier. He wanted something sturdy that the pickers could manage on their own, but which didn’t require excess strength or time.
The personal bin system was built for pickers to easily move two bins as they go, which allows for less tractor time and more efficient picking.
for more efficient tractor runs. “The pickers really enjoy it because they don’t have to walk more than five feet,” Neville notes. “They’re (the pickers are) more efficient and they can work more hours.” In his own orchard, Neville says pickers
like the system so much they were arguing about who was going to work in the section with the bin mover during this past harvest. He says the bin mover reduced tractor hours by 50%. Because of its simplicity and minimal required training, the bin mover can be used for a variety of applications from Pre-Spring 2013 29
We’re Getting Bigger So You Can Get Better. Vintage Nurseries…growing with your success in mind. Day after day, we plant and plan at Vintage Nurseries, expanding our product selection and service to meet your growing needs. In an effort to be a reliable source for all of our customers, we strive to maintain the highest standards in the industry. Quite simply, the bigger we get, the harder we work to keep your success and satisfaction our top priority.
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800-499-9019
SerVINg the WINe, table grape aND raISIN INDuStrIeS
NEW F 3010
Light
Medium
Maxi
Interchangeable Cutting Heads Battery Operated
The F3010 can be fitted with a range of fixed and telescopic extensions poles
Okanagan Viticulture Services Inc. email: fwhitehead@shaw.ca Box 25026, Mission Park P.O. Kelowna, BC V1W 3S9 Cell: 250 878 3656 | Fax: 250 762 9846 www.infaco.com Contact Frank Whitehead
250 762 9845
30 Pre-Spring 2013
orchards, to vineyards and other produce, although testing was done only in apple orchards. “It will work on anything that you want to pick,” Neville says. “It’s really just a pallet jack.” The system has been tried in 10 different apple orchards using four prototypes Neville built with the government funding. “The first one took me two months to build,” he says. The time to build included drawing up the plans, welding and assembly. He notes these skills were common on the farm, so it came naturally to him to seek out a solution he could create himself. “Innovations like this reflect one of IAF’s key commitments because it addresses producer needs and advances the industry as a whole,” comments IAF director Robert Dawson, a Similkameen orchardist. “This system has the potential to improve efficiency in high-density plantings that the industry has heavily invested in. It is our hope that this technology will provide B.C.’s orchard and vineyard industries with an environmentally conscious and sustainable option for improving their operations.” Neville notes the bin mover works on green energy and is quiet because it runs on two six volt batteries. For those who want to take that green energy to the next level, an additional solar kit is available to charge the batteries. The 12 volt hydraulic power pack runs the 11.3 cubic inch hydraulic system, driving the front guide wheel. Most importantly though, at just over five feet wide, the bin mover is narrower than a tractor and moves easily through pruned rows as narrow as nine feet wide. “I got fairly positive feedback on it,” says Neville of the local apple orchard trials. “One [grower] was concerned it would be tippy, but the more weight you put on it the better.” Some farmers who tested it even requested tweaking specific to their operation like custom bin sizes. Neville notes he has modified the bin movers for users and can easily customize the bins sizes to certain specifications. ■ For more information contact Neville Orchards, 250-542-4150 or rn4150@gmail.com.
February is Apple Month By Devon Brooks
M
aking February as the month to celebrate apples might seem more than a little counterintuitive, but it turns out there is a method to BC Tree Fruit’s madness. The marketing company, whose initiative it is to push apples hard in the winter to Canadian stores, uses February because it cuts down the competition and allows them to showcase their product at its best.
CA is nothing new – it keeps apples fresh for months. While major competitors like Washington also have CA storage available to them, many smaller packers and producers do not, so they must sell their fruit in the autumn when apples flood the shelves. Other fruits in the northern hemisphere are out of season, but CA keeps apples in prime shape so it became an opportunity. Apple Month was created to take advantage of that opportunity through a marketing campaign BCTF aims at consumers. As Pollock notes, “Apple Month is our biggest consumer-targeted campaign.” This is only the Apple Month promotion’s second year. Last year Pollock says the campaign consisted of television advertising, a social media program, booths at malls and apple tasting stations in Vancouver and Calgary. Pollock estimates they had eight million touch points, which is marketing speak for how many times the public will have interacted with the Apple Month message in its different forms. Last year the campaign was given a quirky contest that became, literally, the poster child. People were asked to dress up apples and send in photos of the “Artful Apple.”
Photos by Devon Brooks
BCTF fruit is stored in a controlled atmosphere (CA), in which temperature, humidity and the concentrations of oxygen, carbon dioxide and nitrogen are all controlled. Chris Pollock is BC BCTF’s marketing manager. He says, “The advantage we have with apple month is with our CA storage. We extend our season to February.” These two women staffed a booth at a mall in the 2012 Apple Month promotion.
This year the campaign has been changed to ‘On the Go’ in which consumers are asked to send in photos of themselves enjoying an apple while on the go, and they’re expanding the overall campaign. The TV ads will remain, but Pollock says they are going to put more effort into the social media because if it goes viral, it can reach more eyes for less money. The booths and tastings will also be expanded to 202 stores in Vancouver, Calgary, Edmonton and Saskatoon. The reasoning is simple says Pollock. “The frequency of seeing the [BCTF’s logo] leaf in the market, in media – the repetition is very important.”
An entry to the ‘Apple Art’ campaign of 2012.
When we put this question to Pollock he admits it is hard to know exactly. “The challenge any marketer has is defining the success of any campaign.”
the three western-most provinces go up is that because of the marketing campaign or the collapse of apples from the drought stricken Ontario market? Or if sales went down is that because Washington State’s record 130 million cartons flooded the market with prices so low that the only way to compete would be to sell B.C. apples at a loss or would it be because the campaign was unsuccessful?
That’s because there are many factors in a good year or a bad one; it can be very difficult to pinpoint whether the success or failure was due to a marketing campaign or other factors. Consider that after this year’s Apple Month campaign has run its course, if apple sales in
Pollock believes reaching the consumer and creating a sense of recognition and loyalty to the Leaf brand is the only way to circumvent, at least partially, commodity pricing. “The consumers are the ones who will create the demand for the product.” ■
For the 580 growers who contribute the three million cartons of apples that BCTF is selling the important question is: ‘Is it working?’
Pre-Spring 2013 31
Apple Scab Control in the Okanagan By William McPhee
SPRING
A
pple scab, caused by the fungus Venturia inaequalis, can be a very serious problem in the Okanagan. The most difficult characteristic, relative to control strategy, is that the disease is not a major annual problem here like it is in other areas in the country. Ontario, Quebec and Nova Scotia have weather much more conducive to scab development and as a result they are more concerned about monitoring and applying controls. Here, the intermittent condition for scab development leads to lax vigilance and sets the area up for “surprise outbreaks.” The many different microclimates and weather patterns in the Okanagan mean certain areas are more likely to have a scab infection than others. These areas should be identified as needing close monitoring each spring. There will be years when the scab pressure is wide spread and a calendar spray strategy necessary to “play it safe,” but most years, if the high risk areas are under low, or no pressure, it should be possible to avoid unnecessary sprays in the majority of the valley. The potential damage caused to fruit can be horrendous in some areas but in the Okanagan the fruit infections are much less dramatic; however the demand for perfect fruit at markets is so high that even slight damage from scab results in fruit being rejected. A single missed spray can divert an entire block of fruit to juice.
ASCUS PRIMARY INFECTION
RELEASED ASCOSPORES WINTER SECONDARY INFECTION
SUMMER CYCLE PSEUDOTHECIA EMBEDDED IN THE LEAF Stage 1 is the over-wintering stage. If there was apple scab last summer pseudothecia (a specialized fungal structure) will be imbedded in infected leaves in the leaf litter and capable of finishing development in the spring. Stage 2 illustrates the most important stage of the fungus as far as the control program is concerned. Control depends on preventing the ascospores (orange in the illustration) from infecting the newly developing tissue in the spring. If this is accomplished the summer will be scab free. These ascospores are contained within an ascus and must be mature to infect. They require heat units and moisture to reach maturity at which time they are ejected from the leaf litter by splashing rain drops and are carried up into the tree by air movement. Generally this release of the ascospores coincides with late pink. Since ascospores are absolutely necessary for primary infection to occur, the first sprays do not need to go on until the ascospores are released. Monitoring for ascospores in the orchard is a technique that avoids spraying too early. Most mature ascospores are released within two hours after the start of rain. Once released there are still specific environmental conditions necessary for a primary infection. This is where the leaf wetness/temperature charts in the Tree Fruit Production Guide are used. Released ascospores require water and time to penetrate the leaf cuticle. Once established these infections begin to mature and lesions become visible on the leaves (Figure 3, arrow). Early leaf infections can be very faint but, as they mature and produce spores, they will develop into more severe lesions. Stage 3 is the secondary cycle, which can be repeated many times during the growing season if wetting periods occur. When fruit is infected during the summer infections may not be visible to the naked eye at harvest but they will enlarge in storage and cause “pin point’ scab, which results in a cull. Scab infections can occur anytime up to harvest if environmental conditions are met, but as fruit matures it becomes increasingly resistant to scab.
The potential damage caused by apple scab to fruit can be horrendous in some areas. 32 Pre-Spring 2013
Note: Apple scab is easy to control in our area. Poor management is the usual cause of problems.
LIFE CYCLE OF THE FUNGUS The life cycles of fungi are important to develop the best control strategies. There are two distinct segments to the life cycle of fungus V. inaequalis. The pseudothecia segment involves the development of a specialized structure that contains ascospores. These ascospores develop over the winter and early spring in the leaf litter under the tree. They are released in the spring and spread onto the newly developing leaves and fruit causing primary infections. Once primary infections have occurred then the next distinct segment, secondary infections, are initiated. Secondary infections that come from an initial primary infection can cycle throughout the summer if weather conditions are right and control is slackened.
CONTROL SUMMARY RULE #1 Prevent PRIMARY Infection from occcuring.
SCAB CONTROL GUIDELINES INFECTION POTENTIAL BASED ON THE PREVIOUS YEAR SPRING
Heavy
Moderate
Light
1. Spray at green tip unless ascopore release has not occured.
1. Spray at pink
1. Spray at pink
2. M aintain coverage based on occurrence of infection periods.
2. Spray at pink 3. Maintain coverage based on occurrence of infection periods.
AFTER ASCOSPORES HAVE BEEN DEPLETED SUMMER
Heavy
Moderate
Light
1. M aintain sprays to coincide with infection periods if leaf infections occur.
1. I f leaf lesions are found maintain spraying to cover infection periods.
1. The pink spray should be enough. Monitor for leaf lesions.
2. I f no leaf infections, no sprays are necessary, assuming ascospores are spent.
2. N o leaf lesions, no summer sprays required.
Notes 1. The combinations of wet periods and temperatures are unlimited. This table is only a guide. Consult your field service or the B.C. ministry extension if you are not sure what you should do. 2. When the trees dry after a rain, the dry period must be at least 10 hours steady. Otherwise add the wet periods together. A leaf at stage 3.
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Pre-Spring 2013 33
ADDING UREA TO REDUCE ASCOSPORES
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Research has shown the application of urea to the leaf litter in the fall aids in breaking down leaf litter and prevents pseudothecia development, which reduces ascospore production in spring. A fall application of Dolmitic lime will similarly reduce spring ascospores. However, even a reduction of 90 – 95% of the ascospores still leaves the block vulnerable to primary infection in the spring. In heavily infected orchards the fall applications of nitrogen and lime can be useful, but are not a cure.
OVERHEAD SPRINKLERS Overhead sprinklers can extend a wetness period so any extended use must be included in the infection period calculation whether at the beginning of the wetness period or at the end.
DRYING PERIOD The infection period is interrupted once the leaves dry off for 10 hours. Often a leaf wetness will be interrupted by a drying period. If that dry period is less than 10 hours then continue to record the length of the next leaf wetness period and add it to the first. If there are several short dry periods continue to add the wetness period and if accumulated time indicates an infection period, then spray.
RESISTANCE: There has been resistance reported in the valley to certain chemicals, but resistance is avoided by rotating fungicides from different action categories. Check with your field person or the BC Ministry extension specialist to be sure there is no resistance in your area. If there is resistance to a chemical avoid it for the season – the resistance should revert and the fungus become sensitive to the fungicide again. ■
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EDITOR’S VIEW | DEVON BROOKS
Important New Directions for BCTF
E
very year I hear from farmers within the BCFGA who wonder if they are getting good value for the money that goes into BC Tree Fruits. Recently I had a great discussion with Chris Pollock, who is part of BC Tree Fruits' marketing team (see the story on Apple Month this issue, page 31). Pollock says in 2011 BCTF changed its approach. For much of the last decade or two BCTF concentrated on marketing to wholesalers and produce buyers at major marketing chains. In one way, this makes sense since these are the people who, after all, ultimately decide to buy the fruit, but what changed in 2011 was that the
BCTF decided to start marketing again (if you go back far enough this was something that used to be done) to the consumer.
A true skeptic will argue those companies sell directly to the consumer, unlike BCTF, but that is not the important thing though.
Some may see this new marketing initiative as a waste of money, but then why has the BCFGA been lobbying the government to reintroduce the ‘Buy BC’ program?
Really. You might want to consider ads from Intel. Intel makes the chips that are the basis for about 90% of all personal computers on the market today. Most of us have no knowledge of what makes a good chip or a bad one and likely you will never buy a computer chip directly by itself.
It is because we all know that improving an image and talking to the consumer works. Better image and more awareness equals more sales. For those that see marketing and branding as a waste of money on "talking suits” I urge you to read the first installment from our new marketing columnist, Jennifer Taylor, in this issue.
By getting you to think, even occasionally, about Intel chips means that company has won half the battle because deep down, emotionally, whether the skeptics want to believe this or not, an established, profitable, successful company convinced them this computer is the real thing because their chip is inside it. It’s quality that the consumer wants and deserves.
If you want proof of why this is important consider that EVERY major company in the world engages in marketing. MacDonald’s does it, Apple does it, Canadian Tire does it and it’s not like you don’t already know what those companies do and sell.
Perception and emotional impact are what drive sales,
even more than practical reality or hard cold numbers do. It would be great if the B.C. government brought back the Buy BC program, but we all know (in reverse marketing) just how low on the totem pole agriculture is in politics today. The fruit industry cannot afford to wait for government. BCTF still works on selling fruit to wholesalers and store chains, but now it is working on that from two directions. The more often a consumer asks, even occasionally, about where the fruit they buy comes from, the better it will be. When B.C. and western store chains hear from consumers about B.C. fruit or Canadian fruit it percolates back to the managers and buyers. It won't be an overnight fix, but it's an important step. Good on BC Tree Fruits for getting it right. Devon Brooks is the editor of Orchard & Vine. Reach him at editor@orchardandvine.net.
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Pre-Spring 2013 35
LEGAL LIBATIONS | DENESE ESPEUT-POST
Risks When Leasing Partial Parcels of Land 18 acre property for a vineyard. This scenario is quite common with orchards and vineyards where the land owner has their personal residence on the land and only wants to lease the remaining portion.
A
properly prepared lease agreement provides a lessee with the exclusive use of a specified parcel of land for a specified period.
This means a lessee, say a farmer, gets a stake in the land that is good against people that may come along later and claim rights to the leased land. The lessee may even register that agreement at the land title office, protecting the lessee should the owner sell the land or, in some circumstances, lose it. Many leases are only for a portion of a legal parcel of land, and many growers in these agreements may not realize they may have no protection or very limited protection when they are only leasing a portion of a parcel. The need to make sure the lease is in writing and properly prepared by a lawyer cannot be overstressed. The validity of a lease may be affected by whether the entire parcel or a part of a parcel is being leased and the term of the lease. Recently on Castanet, I saw an ad for the long term lease of 10 acres of an
If your current lease agreement looks like this you may believe that under a long term lease (over three years) for a part of a parcel, where you are investing funds in trellising or irrigation acquires is creating an interest in the land. That is likely not the case; an interest in land is not created. If the date of the lease is after May 31, 2007, a properly drafted lease between the parties should be considered a valid contract giving rise to remedies for breach of contract in the case of default. This is some consolation for a tenant, but falls short of the benefits of having a legal interest in land. A lease for a portion of property for a term of more than three years entered into before May 31, 2007, where the leased portion was not legally subdivided from the remainder, will violate the Land Title Act and be an illegal and unenforceable contract. In this situation, an interest in land is not created and the contract between the parties is void. Parties to a lease that fits into these criteria could potentially walk away from the contract without penalty or the need
Protect the grape, protect the
worker
to provide a remedy to the other party for their loss. This restriction protects a municipality’s authority to retain control over subdivision and prevent a property owner from subdividing at will. Since May 31, 2007, lease agreements for part of a parcel for a term longer than three years will still not result in a registrable legal interest in the land in favour of the tenant capable of registration with the land title office, but a properly drafted contract will be enforceable between the landlord and tenant as parties. This means the tenant will have acquired contractual rights with the landlord alone and vice versa. A remedy for a breach will be limited to a claim against the other party personally. To use an extreme example, if your landlord sold the land in the middle of your lease, you could sue the landlord personally, but likely not the new owner. Care must be taken when drafting leases for a part of a parcel. Leases are complicated and subject to many legal principles and considerations. Ensure you have your lease agreement prepared and reviewed by your lawyer. ■ Denese Espeut-Post is an Okanaganbased lawyer and owns Avery Law Office. Her primary areas of practice include wine and business law. She also teaches the wine law courses at Okanagan College.
For information about how to improve safety in your winery, e-mail us at smallbiz@worksafebc.com.
If you have questions about workplace safety, call WorkSafeBC’s Call Centre at 604 276-3100, or toll-free in B.C. at 1 888 621-SAFE (7233). 36 Pre-Spring 2013
THE WORD ON WINE | BC WINE INSTITUTE
Hard Pressed on January 12, 2 a.m. at -11ºc
O
n a dark night in the heart of winter, cold pickers were out harvesting marble-like frozen grapes to make a luscious, sweet wine – it was the Icewine harvest. After last vintage’s secondearliest start on record of November 19 and 20, the majority of the latest harvest in the Okanagan was on January 11 and 12. The first Icewine harvest for the vintage however, happened as most people celebrated the start of 2013 – Red Rooster Winery picked 10 tons of Riesling from 12:00 to 5:00 AM in the early morning hours of New Year’s Day. Winemaker Karen Gillis and her team picked the Hidden Terrace vineyard in Oliver, at the base of McIntyre Bluff.
frozen grapes. Temperatures during harvest ranged from -9° to -14° Celsius, spread from north to south in the Okanagan Valley.
The vineyard has a high elevation so its a few degrees colder than the rest of the valley floor, allowing them to pick early. Despite their luck with colder temperatures early in the year, they unhappily discovered their press had broken in the midst of the harvest!
Summerhill Pyramid Winery in Kelowna picked 6.25 tons of Zweigelt for Icewine at the Summerhill Vineyard and Eidse Brothers Vineyard on Friday night, beginning at 12:00 AM in -11° weather. The grapes were a 42 Brix at pressing – much above the standard of 35 Brix. Unfortunately, the winery was too late for their Chardonnay Icewine grapes. Summerhill’s CEO Ezra Cipes explains, “Deer and birds ate
Gillis notes, “Icewine is a pretty hard product to press, as it’s completely frozen. The frozen stems and grapes are always hard on the press, and this isn’t the first time this has happened.” The winery is prepared with a spare press for this reason. “I’m just glad we’re done – and I’m happy to ring in the New Year with Icewine! The dedicated crew came together and put aside their plans to make great Icewine,” Gillis says.
our entire crop of Chardonnay Icewine this year, despite netting the grapes to protect them.” The wildlife also ate about three quarters of the potential harvest of Zweigelt Icewine. The winery has no deer fencing to protect the grapes and a nature preserve on the property – perfect for a family of deer. While Kelowna’s Tantalus Vineyards netted their grapes to protect against wildlife, they lost most of their Shiraz grapes and some of their Riesling to hungry birds. The winery picked Riesling and Shiraz Icewine on January 12 at 5:30 AM at -11°.
Icewine varieties picked in the Okanagan Valley range from aromatic whites to tannic reds. ICEWINE VARIETIES PICKED BY TONNAGE ■ Riesling 132 tons ■ Merlot 77 tons ■ Cabernet Franc 36 tons ■ Pinot Gris & Chardonnay 35 tons ■ Zweigelt 34 tons ■ Viognier 33 tons ■ Pinot Noir & Sauvignon Blanc 25 tons ■ Ehrenfelser 8 tons ■ Cabernet Sauvignon 4 tons ■ Kerner 3.5 tons ■ Oraniensteiner 1.5 tons ■ Syrah, Lemburger, Pinot Blanc & Pinot Auxerrois 1 ton ■ Semillon & Muscat 0.5 ton
The majority of the Icewine harvest continued just a few weeks later from 10:30 PM on January 11, continuing to the early morning hours of January 12. The BC Wine Authority noted that 27 of 31 wineries picked this weekend, collecting approximately 450 tons of
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Pre-Spring 2013 37
Cheers! Roger Wong
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Van Westen Vineyards in Naramata began picking their Icewine at 2:00 AM on January 12. With temperatures at -11°, the inner cluster berries were thoroughly frozen. By 4:00 PM that day, the temperature had warmed to -6° and the team was still pressing frozen grapes. The winery picked about 1.7 tons of Icewine grapes overall. Little Straw Vineyards Estate Winery in West Kelowna reports they picked Auxerrois and Lemberger grapes between Friday, January 11 and Saturday morning, January 12 while Oliver’s Tinhorn Creek Vineyards picked their Kerner Icewine on the same day in 2012 – January 12. Eager palates across B.C. can look forward to new Icewine releases in 2013. ■ Kate Crothers is the Communications Coordinator for the BC Wine Institute, which represents 133 winery members and 14 grape growing partners that represents 90% of the province’s total wine production and produce 95% of wine production made from 100% BC grapes.
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MONEY TALKS | GEOFF MCINTYRE
Everything Old is New Again
Get ready – PST makes its return in B.C. on April 1
W
e are rapidly coming to the end of the brief HST (Harmonized Sales Tax) era in B.C. with the return to PST (Provincial sales Tax) looming on April 1. I was reminded of this rapidly approaching transition date when the Province opened its PST registration and I received a flurry of messages from clients wondering about the need to register. With very few exceptions, this is a straightforward return to the PST regime that existed before July 1, 2010. The province is in the process of creating new bulletins and notices to provide more guidance how the new PST will apply to specific sectors. At this point, we need to rely on the bulletin issued on October 15, 2012, entitled General Transitional Rules
food for human consumption (e.g. basic groceries and prepared food such as restaurant meals), books, newspapers and magazines, children’s clothing and bicycles. In addition, sales of real property (real estate), admissions and memberships, professional services (other than legal services) and transportation services and fares are also generally exempt from PST.
for the Re-implementation of the Provincial Sales Tax. In this the government indicates “the PST will generally apply to the same tangible personal property (goods) and services that were subject to PST prior to the implementation of the HST.” To refresh everyone’s memory, here are some key points about the PST: • PST is a retail sales tax. This means it applies when a good or service is acquired for personal or business use. Unlike the GST/HST, a PST registrant cannot get a tax credit for PST paid. PST will apply to most goods and taxable services at a rate of 7%. Short term accommodations are taxed at 8% and alcoholic beverages will be taxed at 10%.
• PST does not generally apply to equipment used in a manufacturing process. This means a winery should not be subject to PST on the purchase of equipment it uses directly in the wine production process, but would pay PST on equipment purchased for administration or sales functions.
• PST generally applies to the purchase or lease of new or used goods in B.C., or goods acquired outside B.C. for use in B.C. It also applies to the purchase of software, services relating to taxable goods (such as installation and repair), legal services and telecommunication services (including internet). Gifts of vehicles, boats and aircraft are also subject to PST.
• PST does not apply to goods purchased for resale. A winery would not have to collect PST on wine it sells to a PST registered licensee for resale as long as it obtains the licensees PST number. • Farmers generally do not need to register for PST as their farm produce is generally exempt from PST. An exception would be an estate winery that grows its own
• The main exemptions are
• Farmers will be entitled to exemptions for purchases of certain qualifying equipment and other supplies, as they previously were. At time of writing we are awaiting the release of the regulations. • On April 1, the PST will apply again to the sale of alcoholic beverages, such as wine, at a rate of 10%. This will mean that the 12% HST will be replaced with 5% GST and 10% PST. The government has indicated it will adjust mark-ups in government and private liquor stores to keep shelf prices constant. For wineries selling direct to consumers, this means 3% more tax to charge and remit and a choice to either increase prices or accept a lower margin. • Taxable goods brought in to B.C. are generally subject to PST. Vendors in other provinces who sell into B.C. may be required to register and collect PST from their B.C. customers. If PST has not been charged on taxable goods, the purchaser is required to self-assess and remit the PST.
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grapes, then uses them to produce and sell wine within the same entity.
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Depending on your business needs, the PST could be far more complex than you anticipate. To ensure you have considered the impact from every angle, review the following checklist: • Are you planning a major purchase? • Do you ship across provincial borders? • Do you sell intangibles (memberships, copyrights, access to software, digital files) to clients in B.C.? • Do you have contracts that will overlap April 1, 2013? • Do you provide taxable benefits to your employees? • Do you expect any sales returns immediately before or after April 1, 2013? • Do you pre-sell products or services that are delivered on a future date? • Do you bid on projects for future start dates? • Do you embark on multi-month contracts? • Do you work with sub trades? • Are you involved with the construction of real property? • Do you provide services to real property? • Do you own a reserve-based business? • Do you provide services to someone on a reserve? If you answered 'yes' to any of these questions, you should consider additional consultation with a business advisor who is familiar with the PST transition process.
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A little pre planning now could save you dollars and headaches in the months to come. ■ Geoff McIntyre, CA is a business advisor to the Agrifood industry in MNP’s Kelowna office. To find out what Geoff can do for you, contact him at 250.763.8919 or geoff. mcintyre@mnp.ca.
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THE WILD THINGS | MARGARET HOLM
Putting out the Unwelcome Mat
Starlings are not able to make their own holes so they look for cracks that offer entry into a dry nest hole. Seal up those holes, which are often in high places that can’t be reached by ladder, before the birds start looking for nesting sites. Another option is to put up a bird box somewhere within reach. If a bluebird or chickadee moves in, great! But if a couple of starling set up their summer home let them build a nest and lay eggs, then destroy the nest to prevent nestlings from hatching. If the starlings start nesting again repeat the procedure.
Northern Flicker a protected native species that may get caught in fruit netting.
are not protected by the BC Wildlife Act so property owners are encouraged to prevent starlings from breeding successfully. It is important to recognize that it is illegal to kill or harass native birds and their nests, as detailed in the Migratory Birds Convention Act and the BC Wildlife Act. That’s why is it important to properly set up and monitor netting over fruit crops so that if native birds are caught they are released. Northern Flickers are beautiful native woodpeckers with flashy orange underwings. Each pair defends a summer territory and they are not flocking birds, so population numbers and damage to fruit are low.
Photo by Michelle Tiernen
The nonnative European Starling is one of the top invasive species in North America. It has adapted to human settings, nesting in houses and other structures as well as natural tree cavities. Starlings have been a factor in the decline of some bird species that also need nest holes, so getting rid of starling nests is a benefit to agriculture as well as local biodiversity.
Photo by Dick Cannings
B
irds do it, bees to it and when spring arrives just about every living thing does it—finding a mate and a place to rear the next generation. The months before then is the best time to make repairs to buildings that might house unwanted summer tenants like starlings, bats and flickers. Native wildlife must be handled differently than the invasive starling so let’s consider each species separately.
Double-sided bat houses give bats a choice of temperature.
Starlings nest close together if there are enough holes so it is not uncommon to have several nests within a small area. Starlings feed their young insects, but both juvenile and adult starlings include fruit in their diet in late summer and fall. As nonnative invasive species, starlings
Pre-Spring 2013 41
With their big strong bills they excel in excavating nest holes. Male flickers attract females by using their bills to perform loud “drum rolls” on metal flashing, hollow spaces and chimneys during the spring. These 5 a.m. wake-up calls can be very unwelcome if a flicker is interested in nesting in your house.
With habitat loss and fewer old trees for cavities to roost or nest in some native birds and bats have adapted to using human-made structures. We want to discourage some species, but encourage others that need our help. Retaining old trees, called “wildlife trees,” can be a benefit since they provide habitat for owls and raptors that prey on agricultural pests. Bats play an important role in nature, Photo by Laure Neish
One solution is to install an 18-inch flicker nest box with a 3-inch hole, so that the flickers use this rather than making a new hole in your building. Place the box where you can reach it with a ladder in case starlings move in. Have patience –
the male flicker will stop his drum rolls once nesting starts.
European Starling
consuming big quantities of insects, some of which are costly agricultural pests in their larval or adult form. Many insects sense a bat’s echolocation signals and avoid areas where bats are feeding so a healthy bat population is definitely a big plus for agricultural producers. Loss of habitat, lack of roosting sites, environmental contaminants, and a new fungal disease is affecting North American bat populations, so bats could use some help. Bats use temporary daytime roosts in trees, rock crevices, and humanmade structures. Narrow cracks in shingles or siding are favorite roosts. These male bats are unobtrusive and can be left alone. If think you have a maternal colony where a number of females and young roost and their presence is causing a problem, you must seal up the opening after November when the bats have migrated out of the area. You are encouraged to put up a bat house large enough to replace the lost space. Luckily many orchard and vineyard owners realize the benefits of bats and have erected bat houses on their properties. To learn more about bats and building bat houses visit Bat Conservation International’s web site at www.batcon.org or go to www.osca.org and check out the “Living With Wildlife” and “Wildlife Concerns” pages. The Okanagan Similkameen Conservation Alliance web site has information on many wildlife management and wildlife safety topics. ■ Margaret Holm works for the Okanagan Similkameen Conservation Alliance 42 Pre-Spring 2013
TAYLORMADE IDEAS | JENNIFER TAYLOR
The Importance of Brand Equity for your Wine The company was forced to change back to their original recipe and name. That’s powerful brand equity!
the form of a name, tagline, logo design or a combination of all three and is intended to clearly differentiate your wine from the competition.
High brand equity offers numerous advantages:
It’s the difference between an iPod and an MP3 player or Coca-Cola and a bottle of cola.
I
am often asked what I do and when I respond with “I help brand companies,” I am greeted with blank expressions. So, I’ve learned to respond with “I help to personify a product, service, or even entire company.” To understand why this is so important imagine a scenario where your wine is the most recognized and purchases fly off the shelf. You maintain profitable prices despite the efforts of competitors to undercut you and distributors are knocking at your doors. Your customers completely “get” your wine and understand exactly what you want them to think about it. Well, that’s the power of branding. While it’s not the magic bullet, it sure can set you up to win the battle! A brand is a singular idea or concept that your product conjures in the mind of your customer. Typically, it comes in
• It can help buffer the impact of a sagging economy • It can create demand for your wine • It can reduce marketing costs due to increased brand awareness and loyalty • It offers more trade leverage in bargaining with distributors and retailers • Strong brand equity facilitates the launch of (new) brand extensions because your brand already carries high credibility • Strong brand equity can help stave off price battles
A brand is about consumer perception, carefully crafted by you but it is not just a name, logo or tagline. It is the result of years of crafting the image at every touch-point with your customers. Brand equity is the value of the brand you have created. It correlates to the degree of name recognition, perceived quality, strong mental and emotional connections and other assets such as patents, trademarks and various channel relationships. Probably the most renowned brand with the highest brand equity would be Coca-Cola. The name and brand mark is recognized globally and is held in high regard for its consistent quality and immense channel power.
Strong brand equity helps achieve larger margins because the consumer becomes less price conscious and expenses go down through more cost effective marketing. This generates revenue through increased sales and higher price margins, while strengthening your brand’s competitive position by building the consumer’s positive perception of your brand. ■ Jennifer Taylor has been branding companies for over 25 years, with a specific focus on launches and re-launches. Her company Taylormade Ideas creates branding, Internet marketing and public relations strategies. Reach her at 250-276-4333 or at jennifer@taylormadeideas.ca
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