Livermore Valley Winegrowers Association

$200,000 Value-Added Producer Grant (VAPG)
Agricultural Grant Proposal

The Livermore Valley Winegrowers Association (LVWA) is a marketing organization whose purpose is to increase awareness and promote markets for its member winegrape growers and wine producers in the Livermore Valley area of California.

Livermore Valley wine country holds the distinction of being an American Viticultural Area (AVA), a designated winegrape-growing region distinguishable by its combination of soil, climate, and geographic features.  Livermore Valley’s northern neighbors include Napa County and Sonoma County, two of the top-value wine regions in the country.  Over the years, Napa and Sonoma Counties have had success in bringing awareness to the high-quality wines coming out of their respective areas.

LVWA sought to help its members achieve a similar benefit, hiring Morrison & Company to perform a feasibility study and business plan for a major marketing program.  LVWA sought to obtain marketing dollars to promote its members' wines through an agricultural grant from the Value Added Producer Grant (VAPG) program.

Morrison & Company assisted LVWA in preparing an agricultural grant application through the VAPG program that ultimately brought in over $200,000 in funding.  LVWA will use the grant funds to execute their business plan and increase awareness for their members’ wines while letting consumers know of the unique, memorable, and high-quality wines of the Livermore Valley wine country.