Wine Growers BC boss stepping down as the group reaches a 'turning point'

It's the right time for Wine Growers BC CEO Miles Prodan to retire -- both personally and as the organization gets ready to change the role of CEO.

"As (Wine Growers British Columbia) approaches a turning point, both Prodan and (Wine Growers chair of the board Paul) Sawler agree that new marketing and advocacy initiatives are required to address ongoing and emerging challenges," reads Prodan's CEO Update announcing his retirement, effective Dec. 31.

"The recent comprehensive review of (Wine Growers') governance model further underscores the need for changes in the role of the CEO and the organization's structures and processes. Prodan and Sawler believe that the successful completion of recent initiatives and the evolving landscape makes this an opportune moment for leadership transition."

What the CEO Update doesn't come right out and say is that the 'challenges' are how Wine Growers has to change in the face of no grape crop this year because of damage caused by a severe cold snap in January.

Already, many wineries in the Okanagan are scrambling to buy grapes from Washington state and Oregon in order to make wine, bottle it and sell it under BC's unprecedented '2023 vintage replacement' scheme.

For 14 years, Prodan has led Wine Growers BC (previously the BC Wine Institute) -- the face of the provincial wine industry, promoting BC wine, advocating for the industry and supporting economic growth and tourism linked to wine.

Sawler, who is also the vice-president of sales and marketing at Dirty Laundry Vineyards in Summerland, thanked prodan for his leadership, dedication and commitment.

At the same time, Sawler notes that Prodan's decision to step down aligns with both his personal goals and the evolving needs of Wine Growers BC.

Sawler again referenced that the change comes at a time when Wine Growers BC is poised for a strategic shift in response to emerging industry challenges and opportunities.

Sawler didn't directly refer to the challenges as the need for the 2024 vintage replacement or what the opportunities are in the wake of the replacement.

The CEO Update outlined Prodan's numerous achievements, which he stressed could not have happened without the support, dedication and teamwork of Wine Growers BC staff.

- A 6.4% increase in market share for BC VQA wines

- Helping the BC agriculture-based wine industry balloon to a $3.75 billion-a-year contributor to the provincial economy

- Getting BC VQA wines onto grocery store shelves, creating a $20 million-a-year wholesale channel

- Driving BC wine tourism to over one million visitors a year and $750 million a year in tourism and tourism employment economic impact

- More awards for BC wineries and wine internationally

- Advocating for 2024 vintage replacement and getting BC government liquor stores and other agencies on side

- Facilitating the end of Alberta Gaming, Liquor and Cannabis embargo on BC wine and allowing direct-to-consumer shipping in Alberta

- Funding for replant and long-term crop resiliency programs

- Funding for wine tourism campaigns

The search for Prodan's replacement will begin right away.