Clear Truth vs. Greenwashing: Alex Dale Advocates for Real Ecological Change

The term “organic” has become a buzzword in the wine industry – often seen in marketing materials without true scrutiny. While consumption of organic wine is on the rise, especially in markets like the UK, the true understanding of real organic viticulture often remains superficial. Greenwashing – the deliberate exaggeration or fabrication of eco-friendly practices – is widespread. This makes it difficult for consumers and professionals alike to distinguish between genuine commitment and mere opportunism.

For Alex Dale, chair of Organic Wines South Africa and co-founder of Radford Dale, organic wine is more than just a sales argument – it is a philosophy and lifestyle. In a recent interview with wine journalist Lisse Garnett, Dale spoke candidly about the state of organic viticulture in South Africa and why the industry urgently needs a transformation.

South Africa's Lag in Organic Viticulture

Despite the impressive development of the South African wine scene over the past thirty years, the country lags behind Europe in organic viticulture. Dale explains that the focus in South Africa has historically been more on cellar techniques than on vineyard work: “We have dozens of talented young winemakers producing fantastic wines – mostly from purchased grapes. There hasn't been a culture of producing the best possible grapes – it has been more about what happens in the cellar.”

The result: excessive use of herbicides, pesticides, and chemical fertilizers. Many producers claim to be working organically but do not meet certification standards – often citing prohibitive costs. “Some say they work organically and claim certification is too expensive – outwardly because the market wants to hear that. But in reality, many are not practicing organic farming.”

The True Costs of Organic Farming

Those who genuinely work organically know that organic certification is strict and costly. It requires producers to adhere to guidelines set forth by organizations such as EcoCert in the EU. According to Dale, certification is not merely about ticking a box – it’s about committing to a long-term approach that prioritizes soil quality and sustainability. “We use the EU standards for organic certifications, which are incredibly stringent. Some of us are even pursuing US certification. That’s an additional cost factor, and it’s already tough to make a profit in this industry.”

The challenges of organic viticulture in South Africa differ from those in Europe. “The advantage here is that we have less summer rain, and many of us benefit from the influence of the fresh, windy ocean, which reduces disease pressure. But the costs remain high – labor, organic treatments, and certifications add up.”

Paving the Way: Organic Wines South Africa

To combat greenwashing and support true organic producers, Alex Dale launched Organic Wines South Africa along with others. This association comprises twelve certified organic producers, including Avondale, Joostenberg Estate, Reyneke Wines, Spier, and others. The group has strict membership criteria: only fully certified organic producers or those in the certification process may join. Moreover, only certified organic wines are presented at their tastings and events.

“We in the association share the fundamental belief that we need to stop using chemicals or reduce them as much as possible,” explains Dale. “We aim to dispel any doubts by both talking and acting.”

The UK Market: An Important Ally

The South African organic wine movement has a key ally in the United Kingdom. The UK market has long been receptive to South African wines, with organic sales continuing to grow even amidst a general decline in wine consumption. “The UK market is more receptive to fine South African wine than Asia and much of the rest of Europe. There is a much greater understanding and enthusiasm for South African wine,” Dale elaborated.

With merchants like Majestic reporting a near doubling of organic wine sales in 2024, it’s evident there is demand. Even monopolistic markets like Sweden are pushing for stricter environmental regulations, further fueling the demand for certified organic wines.

The Future of Organic Viticulture in South Africa

Despite economic pressures and climatic challenges, Dale firmly believes that organic farming is the future. “Younger consumers understand this much better than our generation; they care about the environment, and they will embrace changes. The wine market is shrinking, and consumers want organic wine.”

Dale and Radford Dale have further extended their commitment by introducing sustainable packaging and lightweight bottles, working closely with The Wine Society to ensure compliance with strict environmental standards. “When I reviewed their new compliance documents, I realized that we were already doing everything they required – which was a huge advantage.”

For Dale, organic viticulture is not just a trend but a responsibility. “We must do what is right; we should care for the Earth, empower people, and think about what we consume and drink because it is the right thing to do – no more, no less.”

Today, Dale excitedly shares that “compared to the harvest of 2024, we are seeing a 23% drop in yields for our Organic Estate in Elgin in the recently completed 2025 harvest, but the quality seems just as good as the legendary 2015 vintage... Fingers crossed!”