Overview
About the Author
Table of Contents
Acknowledgments ixPreface xi
Foreword xiiiIn this undated memoir, found after his death, Bernard “Barney” Fetzer describes finding and buying the run-down rural ranch where he ultimately founded Fetzer Vineyards.
Introduction 1
Sustainability: Fetzer’s Business RevolutionFetzer has balanced economic success with environmental and social responsibility for more than ten years, winning innumerable awards for wine quality and sustainable business practices while growing the business 100 percent.
Chapter 1 Your Business Is Part of a Much Larger System 29We are not alone, we are interconnected, and we can make a difference. This awareness opens up unlimited opportunities for transforming relationships with employees, suppliers, business partners, and other stakeholders.
Chapter 2 Your Company’s Culture Is Determined by the Context You Create for It 53With the right business context, sustainability is no longer a management concept or social philosophy, but a practical framework for concerted action by everyone throughout the organization.
Chapter 3 The Soul of a Business Is Found in the Hearts of Its People 79Sustainable businesses must accomplish a transition from mere accountability—doing what’s expected—to broader responsibility for maximizing profits in a way that heals the earth and supports human rights.
Chapter 4 True Power Is Living What You Know 103Integrity is the root of sustainability. At Fetzer Vineyards, this awareness has driven everything from waste reduction and energy conservation to large-scale organic viticulture, worker housing programs, and “green” facility construction.
Chapter 5 You Can’t Predict the Future, but You Can Create It 135Fetzer creates its future from the future, by painting vivid pictures of new possibilities and managing its business “backward” from those pictures rather than forward from a present that’s tied inexorably to the past.
Chapter 6 There Is a Way to Make an Idea’s Time Come 153Fetzer Vineyards has taken public stands on sustainable winegrowing, vineyard development, and zero waste. These stands have already begun changing the context for the California wine industry, by expanding people’s understanding of what’s possible.
Afterword: Grapes Into Wine 171Making great wine is hard work—even when you’ve been doing it for decades. At the same time, growing premium wine grapes without synthetic chemicals is a choice that the entire industry could easily make.
Fetzer History and Future Development 183A Fetzer Vineyards Time Line Follow the company’s progress from a small family operation to one of America’s largest premium wine producers.Fetzer Environmental Record Fetzer’s efforts on behalf of the environment have been recognized locally, statewide, nationally, and internationally.The Future of Fetzer: A Vision of 2005 How Fetzer has created the future from the future.
Resources 197
Index 203
List of Illustrations 209
What People are Saying About This
"Paul Dolan has not only led the way to sustainability in California viticulture but has demonstrated that one person in one company can transform an entire industry. If only there were a roomful of Paul Dolans in America, we would be a profoundly different and better country in twenty years. May it be so." —Paul Hawken Author, The Ecology of Commerce "There are but few companies worldwide that are actually taking positive and active steps toward sustainable commerce. Paul Dolan has led Fetzer Vineyards with a strong commitment to define new business principles for the future. I commend Fetzer for forging this path and Paul Dolan for documenting the defining principles in this book." —Yvon Chouinard Owner, Patagonia, Inc. "Paul Dolan is my hero. He's the best example out there of how to create genuine sustainability in a business while being part of a publicly traded company. This is no small feat. Dolan pulls it off because he manages truly from his heart. His book is an inspiration." —Marjorie Kelly Cofounder and Publisher, Business Ethics magazine Author, The Divine Right of Capital "Businesses have a new bottom line to work towards: sustainability. Read True to Our Roots to understand its importance and how to achieve it. It may make the difference between success and failure." —Harry Paul Coauthor, FISH! A Remarkable Way to Boost Morale and Improve Results "Paul Dolan writes compellingly of new possibilities for business and the potential to change the way we work and live and sustain our planet for future generations. Going beyond the conventional wisdom, he demonstrates how we can, with enough courage and imagination, reshape the world in a more equitable way when business invests in the well-being of its employees, the community, and the environment." —Arnold S. Hiatt Former CEO, Stride Rite Corporation Chairman, Stride Rite Foundation "Paul Dolan is a provocative and creative leader who has provided an insightful pathway of excellence not just for the current generation but for generations to come. True to Our Roots was illuminating to read—and reread—containing gems of wisdom that go beyond our vineyards and wine cellars to rules of conduct for everyday life. His axioms and guidelines can be applied to all competitive enterprise." —John A. De Luca Executive Vice Chairman, Wine Institute "If you know Paul Dolan, it will come as no surprise that True to Our Roots is honest, thoughtful, and inspiring. This is Paul's story. It’s about his respect for nature and for humankind and how he has found a path to serve both in creating a successful and sustainable business. Paul’s ideas are of great importance. If his writings were wine bottles, you’d carry them to friends you care about." —Robert H. Dunn CEO, Business for Social Responsibility "Higher-quality products. Lower costs. Fifteen percent earnings growth for a decade. The largest-selling brand in the industry. Sound good? In True to Our Roots, CEO Paul Dolan shows how he used the challenges of sustainability to catalyze a business revolution at Fetzer—to the benefit not only of wine connoisseurs and shareholders but also workers, communities, and the planet. A very important read for anyone interested in learning how to create truly sustainable value." —Stuart L. Hart S.C. Johnson Professor of Sustainable Global Enterprise, Johnson School of Management, Cornell University "Ever wondered what sustainability tastes like? Paul Dolan knows. Uncork. Savour. Understand. Adopt. And adapt." —John Elkington Cofounder and Chair, SustainAbility