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Abstract

Fourteen styles of viticulture are defined: Astute Business Grower; Experimentalist Grower;
Industry-Endorsed Early Adopter; Professional Scientific Manager; Experienced Manager; Labour-Efficient
Grower; Low-Input Sustainable Agriculture Grower; Traditional Grower; Ethnic Grower; Conventional Grower;
Retiree Grower; Hobby Grower; Sea-Change Grower; and Marginal Grower. The methodology to identify these
farming styles included 6 focus groups in Mildura, Victoria, a face-to-face interview with 142 grape-growers in the
Sunraysia region of Victoria, and qualitative interviewing with industry personnel and extension staff. Problems of
social desirability response bias, the lack of self-identification by growers with styles, and literacy and other
methodological issues meant that qualitative, participatory (emic) methods for identifying styles were not reliable.
Following considerable immersion in the field, the researchers identified, on the basis of expert judgment
(etic classification), the 14 farming styles in viticulture which they regard as a typology of ideal types. Benefits of
the identification of farming styles in viticulture in terms of extension are discussed.

Item Type:	Article
Authors/Creators:	Mesiti, L and Vanclay, F
Keywords:	extension, grape-growing, rural sociology, Sunraysia, targeting, typology.
Journal or Publication Title:	Australian Journal of Experimental Agriculture
ISSN:	0816-1089
DOI / ID Number:	10.1071/EA05103
Item Statistics:	View statistics for this item

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