Is trying to communicate sustainability to consumers a waste of time?

In this podcast Toby Webb, founder and executive director of the Sustainable Wine Roundtable, and marketing consultant Joe Fattorini have a candid conversation about communicating sustainability to consumers.

Toby, representing his personal views and not those of the SWR, takes a deliberately provocative stance. He kicks off the conversation by suggesting that communicating sustainability in today's wine industry "is a waste of time." Trying to communicate sustainability is too difficult at the moment, he says, and it instead distracts us from the real business of sustainability in wine. 

Joe, with his background as a tv presenter, marketing consultant, and wine merchant, brings in a different perspective, having typically worked closely with the customer as the starting point. Listen to the discussion to find out what points they agree on, and where they disagree.