Cutting through the greenwash: Alex Dale pushes for true organic change

The term “organic” has become a buzzword in the wine industry, often thrown around in marketing materials without much scrutiny. While organic wine consumption is rising, especially in markets like the UK, the true nature of organic viticulture remains misunderstood. Greenwashing, a practice where businesses exaggerate or fabricate their environmental commitments, is rampant, making it difficult for consumers and trade professionals alike to discern which producers are genuinely committed and which are merely capitalizing on a trend.

For Alex Dale, chairperson of Organic Wines South Africa and co-founder of Radford Dale, organic wine is more than just a sales pitch, it is a philosophy and a way of life. In a recent interview with wine journalist Lisse Garnett, Dale candidly discussed the current state of organic winemaking in South Africa and why he believes the industry needs to evolve.

South Africa’s organic lag

Despite South Africa’s impressive strides in winemaking over the past three decades, the country lags behind Europe in organic viticulture. Dale points out that, historically, South African viticulture has been more focused on winemaking techniques than on vineyard practices.

“We have dozens of great young winemakers who are making exceptional wine, most often with bought fruit. Here the culture has not prioritised growing the best possible fruit, it has been more about winemaking.”

This has resulted in a proliferation of herbicides, pesticides, and chemical fertilisers. Many producers claim to be organic but fail to meet certification standards, often using cost as an excuse. “People say they are working organically; they claim the certification is too expensive, outwardly because that’s what the market wants to hear, but many are not farming organically at all.”

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