We know now that Measure C did not pass. However we feel tremendous appreciation for the hundreds of volunteers that helped raise awareness about this defining environmental issue.
We garnered nearly 50 percent of the votes and those approximately 18,000 citizens believe that our water resources are in jeopardy and that we need to curb vineyard development on our hillsides here in the Napa Valley.
We lost a precious opportunity to show the world that growers and vintners here were willing to show leadership with a sustainable vision for the community’s future. This was lost early on when the Napa Valley Vintners, betrayed the trust we had built up during the collaboration of Measure C, and joined forces with the other wine trade groups, and together spent roughly three quarters of a million dollars to oppose the collaborated agreement we had reached together.
The wine industry has done an incredible amount of harm to its own reputation here. Over the years, the Napa Valley Vintners has given millions of dollars for worthy causes here. During the campaign for Measure C, they allowed a Trump-like campaign that used false and misleading information to be spread to our voters. We are deeply disturbed and saddened that this type of nasty campaign would be utilized here.
One has to wonder: at what cost to their reputation and was it worth it? There are no winners here, only losers. The oak woodlands will continue to be clear cut for vineyards and the wine industry has lost the respect not only of Napa’s citizens, but wine lovers from around the world.
Once again, big money got the most votes, but our citizen’s awareness of the negative campaign will leave a bad taste for a very long time.
We look back to the amazing collaboration we had with the NVV, which culminated in a jointly crafted Initiative which we submitted to the County on Sept. 1, 2017. Their Board of Directors voted unanimously on four occasions to support the Watershed and Oak Woodland Protection Measure.
However, almost immediately some short-sighted, powerful and greedy winery owners, joined by the corporate wine interests decided to use fear and intimidation to scare the NVV board into reversing their position. The tactics were simple from big boys: pull your support for this environmental issue or we’ll pull out as members and not participate in the Napa Valley Wine Auction.
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Evidently, it worked and these same forces allowed the disinformation campaign to distort the facts and confuse the voters. While campaigning, it became evident that many people thought a “no vote” meant no more cutting of trees. One of their campaign flyers called us “crazy.”
We citizens feel like our moral compasses were broken by organizations utilizing campaign tactics designed to get folks to vote against their own best interests.
Looking ahead is difficult at this time. There’s clearly too much power in too few hands here; and it’s all within the wine industry. This one-industry town can celebrate this initial win at the polls, but the awareness that the majority of elected officials are answering to the industry and ignoring the pleas of the majority of citizens here, will mandate we move forward with another measure as soon as possible.
We all remain committed to protecting Napa County’s water, forests, watersheds and quality of life and will remain active until our lands are protected from over development.
Co-author of Measure C