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Don't be misled by mailers

Don't be misled by mailers

  • Updated

For several weeks now, the opposition to Measure C has spent a great deal of money spreading, what in my opinion is, materially misleading information about Measure C and its impacts on the watershed and the wine industry’s ability to plant vineyards into our precious agricultural watersheds.

Armed with a million-plus in wine and tourist industry dollars, the No On C folks have excoriated the provisions of Measure C and its proponents to the point of mass hysteria. This unrelenting attack on Measure C’s common sense-watershed protection has, in my opinion, brought out the darkest of forces in these industries that seek to continue their irresponsible and heretofore unchecked winery developments.

Make no mistake about it. This war chest is only the beginning. They are prepared to spend millions more, I think, to defeat Measure C.

The sponsors of Measure C are a group of right-thinking Napa citizens that span the entire spectrum of industries, from farmers, grape growers like me, scientists, environmentalists and just plain folks that are trying to preserve our watershed and the oak trees that act like sponges in absorbing surface water and releasing it slowly back into the watershed.

They are in it for the long game to preserve a sustainable Napa Valley and its thriving wine industry.

The wine and tourist industry, however, buffeted by quarterly and annual financial returns are slightly more myopic—seeing only as far as the next 90-day financial statements.

We, who are playing the long game, will never be able to match their barrage off glossy mailers that are riddled with hysterical, colorful, and alarming prose.

So, what are we to do?

First, we must, and will rely on the common sense of our Napa Valley residents to read, evaluate, and assess the veracity of the wine industry claims and come to some enlightened decisions about which way they should cast their votes.

Second, they must assess and weigh the motivation behind the wine and tourist industries’ spend of a million-plus dollars to defeat Measure C. The industries’ jejune suggestion that Measure C, if enacted, will dot our hills with mega-mansions and will bring unbearable traffic increases, elides the fact that these consequences have already visited our picturesque valley thanks to the unchecked development of wineries and event centers and other tourist venues and hotels that service tourism.

Finally, we ask the voters of Napa Valley to take a sober view of what the glossy industry mailers contain and ask themselves whether these representations pass the “clear eye” test. In my view, they do not and the glossy wine industry advertisements should be tossed in the recycle bin.

Facts are a stubborn thing and cannot be suborned by industry hyperbole and questionable analyses. Visit the Yes on Measure C’s website,, and read the scientific and government documents and, as we know, you will cast an informed vote.

In sum, do not be misled by the glossy mailers of the wine and tourist industries. They have an economic axe to grind. Measure C proponents do not. They simply want to safeguard and promote the health of the watershed and the oak trees that replenish this precious water source.

After reading all of the facts, you will reach the ineluctable conclusion, as I did, that a Yes on Measure C is a vote for sustainability of Napa Valley’s water resources. Thank you for your time and your vote for Measure C and a sustainable water source for our children’s children and their grandchildren.

Yeoryios C. Apallas


Pop the cork on Napa Valley wine!

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