Abstract
Oregon's wine grape industry uses yield targets to achieve quality in Pinot Noir vineyards, and this practice has led to increases in cost of production. A multiapproach study was conducted to investigate how vineyard target yields are set, why yield thresholds exist, and who influences decisions related to vineyard target yields. Growers suspect that higher yields are possible without compromising quality, but they are unable to change yield targets due to winery and buyer decision making. To be effective in eliciting change and realizing impact, Extension educators need to do targeted outreach to buyers and wine makers in addition to growers and consider participatory research.
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