Flourishing

Norman Hardie on his 51 acres in Hillier.

County wine sector fuelling economic vitality

Around the world, demand for rural experiences is on the rise. From the tablelands of Maharashtra, India to the verdant hillsides of the Arno Valley of Tuscany or the Cape Winelands of South Africa, agri-tourism has taken root and is flourishing.

Though not well-researched yet, some speculate that as urban populations rise, the agritourism sector is tapping into a primal need for renewed connection to the life-giving and nurturing qualities of the land.

Agri-tourism has also proved to be largely complementary to traditional agriculture, helping to diversify revenue as well as spurring new life and economic energy for smaller farms.

When Norman Hardie bought 51 acres on Greer Road in Hillier, it produced a few tonnes of corn each year and had a modest economic impact Today, the acclaimed and celebrated winemaker supports an annual payroll of more than half-a-million dollars.

“That is just the payroll,” said Hardie. “Think of all the supplies and services we require each year—most of which we source in this community. The economic impact is huge.”

He adds that wineries, in particular, spur other investment.

“When people come to the County to visit a winery, they need a place to stay and a place to eat,” said Hardie. “That creates a proliferation of jobs here.”

But are they real jobs? Do they provide meaningful long-term employment?

The wine sector, like other agriculture sectors in the County, relies to varying extents upon migrant workers. Hardie says the economic impact of seasonal employees is often overlooked. They buy food and clothing, use local services and pay taxes in Canada.

The economic positives just begin there, according to Hardie.

The County wine sector is an impressive creator of jobs for young people—most of whom are from this community. This is a demographic cohort that is struggling in other Canadian economies.

Fifteen people under the age of 25 will work at Hardie’s winery this summer. Not only does it help young people pay their way through school, increasingly, the sector is creating career paths.

“Wineries require a lot of bodies to run,” said Hardie. “We create a lot of employment as well as career paths for our youth.”

Mackenzie Brisebois worked for Hardie for a couple of summers.

“She came to me for advice a few years ago,” said Hardie. “I suggested she look at Niagara College. Today she is the winemaker at Trail Estate.”

But the County’s wine sector is creating more than winemakers. Increasingly, the agri-tourism sector in the County is creating careers in management, accounting, marketing, sales, distribution, regulatory affairs and publicity.

In addition, there is a growing supply and service industry developing around the wine sector in the County.

“We need our machines fixed. Our steel welded. We need hardware. Printing services. The list goes on and on,” said Hardie.

It was cold and raining on Saturday in the County. None of it discouraged the thousands of visitors to the Terroir event at the Crystal Palace, where line-ups a dozen deep formed to sample County wine, cider, beer, sausage, cheese and a rainbow of sauces, vinegars and ferments.

“You see it everywhere around the world,” said Hardie. “From Capeland to the County, when wineries put down roots, artists flourish, food producers flourish, accommodation providers flourish.”

Norman Hardie’s wines are finding markets around the world—carving out their own distinct niche. In 2014, Hardie shipped 50 cases to Britain, his first batch sent to that country. Last year, he shipped 200 cases. Had he the stock, he could have shipped three times that amount. Selling exclusively through the Wine Society in the U.K.—the world’s oldest wine club—Hardie’s first allocation of 100 cases sold out in a single day.