Clear Truth on Greenwashing: Alex Dale Champions Authentic Ecological Change

The term "organic" has gained traction in the wine industry, appearing frequently in marketing materials without thorough vetting. Although the consumption of organic wine is rising, particularly in markets like the UK, the actual comprehension of genuine organic viticulture often remains minimal. Greenwashing — the deliberate embellishment or fabrication of eco-friendly practices — is widespread, complicating efforts for consumers and professionals to discern between real commitment and opportunistic claims.

For Alex Dale, Chairman of Organic Wines South Africa and co-founder of Radford Dale, organic wine means more than just a sales pitch; it embodies a philosophy and lifestyle. In a recent interview with wine journalist Lisse Garnett, Dale discussed the current state of organic winemaking in South Africa, emphasizing the urgent need for industry change.

South Africa's Organic Wine Lag

Despite remarkable growth in the South African wine sector over the past three decades, it still trails behind Europe in organic wine production. Dale explains that South Africa has historically focused more on cellar techniques than on vineyard care: "We have young and talented winemakers producing excellent wines, mostly from purchased grapes. The culture of growing the best possible grapes hasn't developed; the emphasis has been on cellar practices instead."

Consequently, there's extensive use of herbicides, pesticides, and synthetic fertilizers. While many wineries assert they operate organically, they often fail to meet certification standards, frequently citing prohibitive costs. "Some claim to be organic, arguing that certification is too expensive, mainly because the market wants to hear it, while in reality, many don't practice organic farming."

The True Costs of Organic Farming

Those committed to genuine organic farming understand that certification is rigorous and expensive. It necessitates adherence to stringent guidelines defined by organizations like EcoCert in the EU. According to Dale, certification is not merely about meeting a checkbox; it's a commitment to a long-term approach focusing on soil health and sustainability. "We use EU standards for organic certification, which are incredibly strict. Some are also seeking US certification, which adds further cost and is already challenging for profitability in this sector."

The hurdles faced by organic winemaking in South Africa differ from those in Europe. "The advantage lies in having less summer rainfall and enjoying the influence of the fresh, windy ocean, which reduces disease pressure. However, costs remain high with labor, organic treatments, and certification fees accumulating.”

Paving the Way: Organic Wines South Africa

To combat greenwashing and support genuine organic producers, Alex Dale established Organic Wines South Africa along with other members. This association includes twelve certified organic producers, such as Avondale, Joostenberg Estate, Reyneke Wines, Spier, and others. The group enforces strict membership criteria: only fully certified organic producers or those in the certification process can join. Additionally, their tastings and events showcase only certified organic wines.

“In our association, we all share the fundamental belief that we must stop using chemicals or minimize their use as much as possible,” Dale states. “We aim to eliminate any doubts by both speaking and acting.”

The UK Market: A Vital Ally

The South African organic wine movement has found a valuable ally in the UK. The British market has long embraced South African wines, and organic sales continue to grow despite an overall decline in wine consumption. “The UK market is more receptive to high-quality South African wine than Asia and much of the rest of Europe. There’s greater understanding and enthusiasm for South African wine,” Dale explained.

With merchants like Majestic reporting a nearly double increase in organic wine sales by 2024, it’s clear the demand exists. Additionally, monopolistic markets like Sweden are advocating for stricter environmental regulations, further boosting the demand for certified organic wines.

The Future of Organic Viticulture in South Africa

Despite external economic pressures and climate challenges, Dale remains convinced that organic farming is the future. “Younger consumers grasp this much better than our generation; they care about the planet and are willing to embrace change. The wine market is contracting, and consumers are looking for organic options.”

Dale and Radford Dale have furthered their commitment by introducing sustainable packaging and lightweight bottles, collaborating closely with The Wine Society to ensure compliance with stringent environmental regulations. “When I reviewed their new compliance documents, it struck me that we were already doing everything they required — which is a huge advantage.”

For Dale, organic viticulture transcends being a trend; it embodies a responsibility. “We must do what’s right; we should care for the earth, empower people, and consider what we consume because it's the right thing to do, no more no less.”

Today, Dale is excited to share that “compared to the 2024 harvest, we are seeing a 23% decrease in yields for our Organic Estate in Elgin in the recently completed 2025 vintage, but the quality seems on par with the legendary 2015 harvest... Fingers crossed!”