[00:00:00] Beth Vukmanic: Have you ever. Wondered do third-party certifications matter to consumers? [00:00:05] Welcome to marketing tip Monday with SIP Certified. We know that consumers are looking for wines labeled as sustainable. While our longer form episodes help you learn about the latest science. And research for the wine industry, these twice monthly micro podcasts. will help you share your dedication to sustainable winegrowing. [00:00:24] If you've wondered about third-party. Certifications. You're not alone. This question has. I also crossed the university of Portland's Sam Holloway's mind. In this week's marketing tip learn about Holloway's qualitative. Research findings. And what they mean for your sustainable wine brand. [00:00:40] Holloway was interested in learning. How supply chain certifications are perceived by consumers. Impact purchasing decisions. And impact brand loyalty. In interviews and focus group discussions, his participants revealed that they were more likely to trust products bearing. Recognized certifications. [00:01:00] They viewed certified products as offering a higher value. And they were more willing to pay a premium for certified products. After coding and analyzing participant transcripts Holloway notes, that certifications quote. Enhanced brand loyalty by aligning with consumers ethical values. And beliefs. End quote. [00:01:20] While, certified products were associated with increased. Brand loyalty. Holloway's participants noted that lack of transparency could lead to skepticism. And diminished trust in brands with. Certifications. But there's an easy solution. transparency and clear communication remedy these issues before they arise. [00:01:39] Holloway's participants also emphasized stringent standards and third party verification as important factors. That enhanced their trust. [00:01:48] By sharing your story, you can connect with your guests over shared values. And spread awareness of sustainable wine operations like yours, that work. To protect the people and the planet. [00:01:58] And if your SIP Certified. You can add the SIP Certified logo to your wine labels for any wine made with at least 85% SIP. Certified fruit, whether that's estate or purchased. Check out the links in the show notes. To get your wine certified today. [00:02:13] Until next time, this is sustainable. Winegrowing with the vineyard team.   Nearly perfect transcript by Descript. Resources: *** Tell Your Sustainable Story Online Course *** Apply for SIP Certified Wine Join ReSIProcal February 2025 Marketing Tips eNewsletter Sustainable Story | Print Sustainable Story | Electronic What's your Sustainable Story? Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet  Sustainable Ag Expo – The premiere winegrowing event of the year Sustainable Winegrowing On-Demand (Western SARE) – Learn at your own pace Vineyard Team – Become a Member