Diffusion and adoption of organic and biodynamic winemaking in the Western Cape

ABSTRACT As a useful and an insightful tool for analysing the different aspects and complexities associated with the adoption and diffusion of agricultural innovations the diffusion of innovation (DoI) theory was used as an analytical tool to identify and understand the adoption and diffusion of organic and/or biodynamic (O/Bio) winemaking practices in the Western Cape. Six case studies were compiled from qualitative interviews conducted – three certified organic and three biodynamic. Two in-depth interviews were also conducted with professionals from the organic agriculture and the wine industry. Application of the DoI theory showed that O/Bio winemaking in the Western Cape is still in its infancy, with all the participants placed in the first quarter of the bell-shaped innovation curve. Findings that motivate or discourage adoption and diffusion of the innovations were also analysed.