As the peak organization for the BC wine industry, our mission is to represent the interests of British Columbia wineries dedicated to producing 100% British Columbia grape wines certified by the regulatory body for wine in British Columbia, through marketing, communications and advocacy of their products to all stakeholders. OUR VISION British Columbia is recognized as one of the world’s premium wine regions. OUR MISSION As the peak organization for the BC wine industry, our mission is to represent the interests of British Columbia wineries dedicated to producing 100% British Columbia grape wines certified by the regulatory body for wine in British Columbia, through marketing, communications and advocacy of their products to all stakeholders. OUR CORE VALUES Quality, leadership, dedication and passion are reflected in all the work we do. STRATEGIC GOALS These strategic goals include WineBC 2030 integration: 1. Wine Growers British Columbia maintains a clear, transparent and proactive process for responding to matters that have the potential to impact and enhance the BC wine industry. 2. Wine Growers British Columbia ensures a premium market for all BC grape supply with benchmarks for global recognition. 3. Wine Growers British Columbia supports and grows BC VQA Wine as a world-class standard and ensures that certified 100% BC grape wine is the preferred wine choice of consumers. 4. All 100% British Columbia grape wineries are knowledgeable about the role and responsibilities of the Wine Growers British Columbia in working on behalf of the BC wine industry and contributing to the success of their businesses.