NAME:
KIZZY-ANN PASQUAL
I.D.
#: 812000502
COMMODITY
FOOD CHAIN: TAYLOR’S PORT WINE
COURSE
TITLE & CODE: GEOGRAPHIES OF FOOD GEOG 2014
Origin
Port
wine originated in the 1600s in Lamego which is a Portuguese town situated
along the Douro River. British merchants discovered the Port wine on a voyage
to Portugal when they encountered the head of a monastery producing the wine.
This type of production to them was interesting since they were used to wine
that was fortified after the fermentation process (enriching of the wine by
adding grape brandy or spirit). However, they noticed that the wine was
fortified during the fermentation process. Its popularity then increased apace
at the end of the 1600s.
Taylor’s
Port wine is one of the most well-known producers of Port wine that has been
operating since 1692 in the Douro Valley of Portugal. Port wine is produced
from a variety of grape types, grown on their vineyards, also located in the
Douro Valley (Figure 1.0). According to an article on the Taylor’s Port website
as of April 01, 2014, the Taylors have three vineyards on which they grow their
grapes. These are Quinta De Vargellas, Quinta De Terra Feita and Quinta De
Junco. Wine is a very important commodity in Europe.
Figure 1.0 Douro Valley Source:
CN Travellers
How Port Wine is Made…
Douro
Valley is home to a variety of grapes (approximately 30 types), in which their
uses in the production of Port wine in Portugal is controlled by the Port and
Douro Wines Institution (an institution associated with the Ministry of
Agriculture in Portugal). However, on 6 types are utilised. “These varieties
are perfectly suited to the hot, arid conditions of the Douro Valley,”
according to the Taylor’s Port website as of April 02, 2014. The Farm and Dairy
website indicates that “grapes thrive in hot, dry weather, which helps develop
high sugar content in the fruits” as of April 02, 2014. They are planted in a
soil called schist which has great water and nutrient holding capacities. The grapes are usually hand-picked around
mid-September, taken to the winery on the Taylors’ property and assessed by the
wine maker before each of their stems is removed. They are then placed in
lagares, which are treading tanks and are trodden on by foot (Figure 1.1),
which is the traditional method of wine making.
Figure
1.1 Grape Treading Source: Graham’s Wine Making
Treading
of the grapes is done to extract the juice from the fruit. After a few hours of
stepping on the grapes, the fermentation process is triggered. According to the
Taylor Port’s website as of 04 April, 2014, “Research by Taylor’s wine making
team shows that, although expensive and laborious, treading is still the best
way of achieving gentle but complete extraction, producing wines with
structure, depth of flavour and balance, however, similar results have been
achieved by mechanical extraction systems, particularly by the innovative
fermentation tanks developed by Taylor’s and installed at the company’s winery.”
When fermentation of the wine is half way through (that is, half of the grape
juice’s natural sugars have been transformed into alcohol), treading stops and
the fortification process is allowed to begin. The Taylor Port’s website
continues by indicating, “When the treading stops, the skins are allowed to
rise to the surface of the lagar where they form a solid layer. The wine
fermenting under this cap of skins is then run out of the lagar into a vat.
Brandy (77% alcohol) is then added to the fermenting wine (the fortification
process). Before all the juice’s natural sugars are allowed to alcoholise, the
fermentation process is stopped and the finished wine’s sweetness is therefore
maintained. Taylor’s website also states that, “After the harvest, the wine
remains at the winery in the Douro Valley where it is left to settle until the
spring of the following year before being taken to the firm’s lodges at Vila
Nova de Gaia near the Atlantic coast to be matured, blended and bottled. In the
case of Taylor’s some wines may be taken to the firm’s new ageing warehouses at
Quinta da Nogueira in the Douro.” The Taylor Port Wine Company is therefore the
producer from harvesting to bottling of the grapes and of the finished product
respectively.
Working
Relationships
The
Taylor Port Wine Company is made up of a group of specialist in each. There are
22 growers who ensure that the grapes are grown under optimal conditions to
obtain high quality fruit. They also do the harvesting and have a close
relationship with the viticulturists who study the science of grape growing.
There are the wine makers who produce the wine from the harvested grapes. Then
there is the marketing director who manages the company’s marketing strategy.
In addition there is the non -executive chairman along with a chief executive
officer, a non-executive board member and an export manager area, (Figure 1.2)
Figure 1.2
Company Structure
Transportation
Networks
After the finished product has been
bottled and has nicely aged, the wine is then exported and sold all over the
world. As mentioned, the vineyards and wineries are located near to the Douro
River. This was to facilitate ease of transportation of the finished product
back in the 1800s. According to Henshaw 2011, “Early siting of industries
directly on the shoreline permitted ready access to the river for
transportation.” Thus, the Taylor’s used the Douro River as their early means
of transportation (Figure 1.3).
Figure 1.3
Transportation Networks Source:
Taylorport.com
Around
the 1880s, there was the completion of the railway system in Douro and so river
was no longer the only means of transportation of the bottled wine. Also, the
wines were placed in barrels in order to be transported. Now, there is a more
efficient transport system which exports the wine all over the world. Some of
the regions in which wine is transported to include North, South and Central
America, Canada, other parts of Europe, Africa, Australia, New Zealand and Asia
(Figure 1.4).
Figure 1.4 Map Showing Importers of Taylor's Port Wine
Taylor’s Port Wine: Value to
Society
According
to Caenegem (2007), “Product appearance, i.e. irrespective of any resulting
functional advantages, is often a significant component of a firm's competitive
strategy.” Taylor’s packaging scheme incorporates this strategy very well. The
wine is usually sophisticatedly bottled in dynamic and refined packaging
(Figure 1.5) which makes the products even more appealing to consumers. The
wine is of European origin. Europe is associated with royalty, which is
associated with classiness and elegance and these traits, in my opinion, are
represented in the commodity’s packaging. We as consumers see this as desirable
and we give in to the product’s elegant packaging and purchase the wine since
our taste is usually of Western style.
Figure 1.5 Taylor Port Wine Packaging Source:
Portugal-wine.blogspot.com
“Wine/alcohol
is a symbolic vehicle for identifying, describing, constructing and
manipulating cultural systems, values, interpersonal relationships, behavioural
norms and expectations,” according to the Social Issues Research Centre (SIRC).
It is said that champagne is drunk at times of celebration and wine at times of
romance. Socially, wine/alcohol makes the atmosphere a bit lighter and more
enjoyable. Culturally, there is the saying “a little alcohol kills the worms,”
and so it has an indigenous value to society. In addition, wine is used
religiously when taken in communion. “Medically,” according to Importance of
Alcohol as of 08 April 2014, “Though it has faded as a popular way to cure
illnesses, in moderation it can be used as preventative medicine. When consumed
in moderation, alcohol can do things such as lower your risk for disease such
as heart disease and coronary artery disease; lower your chance of stroke,
gallstones and developing diabetes. It is also helpful in lowering your bad
cholesterol levels.”
Technology
and Innovation
The Taylor Port Company is focused
on environmental as well as economic sustainability and so they have adapted
technologies and mechanisms in order to achieve this goal. One main area in
which they have developed in is that of viticulture. They seek to prevent any
land degradation since the land is their livelihood.
Commodity Food Chain
Simplified…
The
grapes used in the production of Taylor Port Wine are grown in the vineyards of
Douro valley. They are then harvested and then taken to the winery in Douro,
after which is then taken to the firm’s lodges to be blended and bottled. The
wine is then taken to the company’s warehouses at Quinta da Nogueira which is
also in Douro. When it has matured and it is ready to be exported it then goes
to the Port of Douro. From the Port it comes to our local importers (A.S. Brydens)
and then it makes it way to supermarkets across the country and then finally on
the shelves (Figure 1.6).
Figure 1.6 Simplified Commodity Food Chain:
Taylor Port Wine
Reference
v CN Traveller.
2014. “Guide to Douro Valley.” CN Traveller, Accessed March 25.
v Graham’s Port.
2009. “Wine Making.” Graham’s Port, Accessed March 25.
v Henshaw, Robert.
2011. Environmental History of the Hudson River: Human Uses of Ecology, Ecology
that Changed Human Uses. New York: State University.
v Social Issues
Research Centre. 2012. “Social and Cultural Aspects of Drinking.” SIRC,
Accessed April 04.
v Taylor Port.
2013. “How Port is Made.” Taylor Port, Accessed April 04.
v Taylor Port.
2013. “Soil and Climate.” Taylor Port, Accessed April 02.
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