Wine Enthusiast’s 2019 Wine Region of the Year is Sonoma County! Read the full article here.

Triple Bottom Line. Fish Friendly Farming. Social Sustainability. The three “E’s” (or three “P’s”) of Sustainability. These terms and countless others are part of the regular vocabulary of our staff, farmers and sustainability partners here in Sonoma County. We are fluent in the “language” of sustainability and we are used to seeing it in practice in our vineyards and community. When we travel though, we often find that journalists, influencers and even sommeliers and members of the wine trade are always eager to learn more. While we always try to bring sustainable practices and the people behind them to life while we are on the road, we are aware that there is no substitution for a trip to Sonoma County where you can see these practices for yourself, meet our local farmers and taste our wonderful, diverse wines in the place where they are grown.

With this in mind, we hosted our very first Sustainability Camp in late April. Nine lifestyle writers from around the U.S. joined us for a three-day, two-night immersive experience into the world of sustainability in Sonoma County. Not only did we visit sustainable vineyards and wineries including Silver Oak, Amista, Pedroncelli, La Crema and Medlock Ames, but we toured employee housing, volunteered with local non-profit Farm to Pantry in “gleaning” (picking the second crop of vegetables that have been picked over in order to use them or donate them to a food bank – we did both). Of course, we also sent our campers out in pick-up trucks with several of our local growers for “Tailgate Talks,” a private vineyard tour and behind-the-scenes look at a local family farming business.

Stories written by our sustainable campers have already appeared on Matador Network, Just Luxe, Upscale Living Magazine, The Zoe Report and several other outlets with more coverage expected over the coming months. Please make sure to subscribe to our email newsletter in order to get all the updates on great stories coming from our media efforts!

Strategic Think Tank Has Range of Backgrounds and Perspectives Focused on Key Challenges Facing Sonoma County

SANTA ROSA, Calif. – The Sonoma County Winegrowers launched its Center for Ag Sustainability in 2018 with an impressive group of national experts committed to bi-annual meetings aimed at identifying and discussing topics that affect agriculture and Sonoma County as a wine region with the goal of developing out-of-the-box, innovative solutions to critical challenges.

The participants, representing different industries and backgrounds, have met three times over two years for facilitated discussions on how to solve challenges facing Sonoma County’s wine and agriculture communities over the next 5-7 years.  These sessions have been facilitated by Professor George Day of the Wharton School of Business.

“One of the most important jobs we have as farmers is to preserve and protect our agricultural legacy and way of life for future generations.  The reality is that ag is on the brink of a crisis. Not only are thousands of acres of farmland being lost to development in California every year, farmers also face numerous threats to the financial viability of our businesses making it tougher for young people to become farmers,” said Karissa Kruse, president of the Sonoma County Winegrowers.  She added, “Clearly, the status quo is not an effective strategy moving forward.  We must look to lead on addressing these pressing issues and new ones that will emerge to sustain our success and preserve agriculture in Sonoma County and beyond.”

The “Ag Center” is a strategic think tank to help develop innovative ideas and strategies to strengthen and build upon the region’s sustainability efforts and its 100-Year Business Plan to Preserve Agriculture.  Understanding that it takes creative, thought provoking, and out-of-the-box thinking to solve some of the critical challenges facing Sonoma County’s agricultural community, the Sonoma County Winegrowers has created this groundbreaking program bringing together a small, diverse group of thought leaders and experts from across various business industries, subject matters, academia, job functions and skill sets, and other unique backgrounds, to problem solve and develop new, fresh ideas that will advance farming not only in Sonoma County, but may also revolutionize grape growing and the larger wine industry across the globe.

2019 marked the third meeting of this think tank. The group spent two days in Sonoma focused on the changing industry economics for Sonoma County’s winegrowing families. Regulation and safety permitting, the Ag Center will meet for it’s fourth and final strategic planning session in 2020. At it’s conclusion, the group will determine insights, innovations and recommendations on moving the grape growers forward, which will culminate in a White Paper which will be published providing the insights and learnings to a global audience. These findings and ideas will also be incorporated into the Sonoma County Winegrowers strategic plan, marketing and branding efforts, and other areas of the organization that will guide their focus on the preservation of agriculture. Learning, best practices and potential solutions will be shared more broadly to other Ag communities and wine regions.

Ag Center members were identified and selected from different industries to bring fresh thinking and experiences to one of the oldest professions in the world. The members are:

Adam Brumberg – Deputy Director, Food and Brand Lab, Cornell University
Allen Hershkowitz – Founding Director, Sport and Sustainability International
Anisya Fritz – Proprietor, Lynmar Estate
Carolyn Wasem – Senior VP, Jackson Family Wines
Cory Beck – President & Director of Winemaking, Francis Ford Coppola Winery
Geof Rochester – Managing Director, The Nature Conservancy
Jeremiah Puget – Planning Stewardship & Compliance, North Coast Regional Water Quality Control Board
Jessica Gilmartin – General Manager and Chief Marketing Officer, Lighthouse AI
Joanne Spigonardo – Initiative for Global Environmental Leadership (IGEL), The Wharton School, University of Pennsylvania
Kevin Pedrotti – Partner, Clear Advocacy
Mary Ann King – Stewardship Manager, California Water Project, Trout Unlimited
Michael Byun – CEO, Asian Services in Action (ASIA)
Monica Mehta – Managing Principal, Seventh Capital
Ray Isle – Executive Wine Editor, Food & Wine Magazine
Rob McMillan – EVP and Founder, Silicon Valley Bank
Sebastian Schwark – Director, Portland Communications
Steve Dutton – Partner and President, Dutton Ranch
Steve Sangiacomo – Partner, Sangiacomo Family Vineyards
Ty Jagerson – Village Power Finance
Dan Wilson – Fisheries Biologist, NOAA’s National Marine Fisheries Service, West Coast Region

SANTA ROSA, Calif.  (March 27, 2019) – The Sonoma County Grape Growers Foundation (SCGGF) announced today it is establishing a recovery fund for ag workers and their families who were displaced from their homes during or impacted by the floods in February.

The fund will serve to assist any workers who are employed by a farmer, rancher or an agricultural employer in Sonoma County.  Assistance from the fund  will be distributed in the form of Visa gift cards to purchase new household items, food and supplies and to help pay utilities.  In the event there is a need for temporary or new housing, funds may also be paid by the Foundation directly to landlords for rent.

“While the Foundation’s long-term focus is on ag housing, we are so fortunate to have it in place to respond to unexpected calamities like the fire and this winter’s floods to provide immediate support to our ag workers and their families,” said Karissa Kruse, president of the Sonoma County Winegrowers and the executive director of the Sonoma County Grape Growers Foundation .  She added, “The Foundation was established years ago to improve the lives of Sonoma County’s agricultural employees and their families while ensuring Sonoma County remains a place where they continue to live and work.  To have that vision realized, especially in these times of unforeseen disaster, is very gratifying for all of us.“

In 2018, just ten days after the start of the devasting fires, the Foundation announced a partnership with the Sonoma County Farm Bureau to establish a housing recovery fund for ag workers and their families who were displaced from their homes by the fires.  More than one million dollars was raised in a matter of weeks from contributors in Sonoma County, throughout California and around the world.

SANTA ROSA, Calif.  (February 22, 2019)  — A crowd of more than 150 winegrape farmers, vineyard managers, friends and family members gathered in a vineyard on a crisp winter morning to watch 56 vineyard workers, including the first woman entrant, compete for the honor of being named the pruning champion of Sonoma County. Gerardo Pantoja, of Atlas Vineyard Management, bested all competitors through a series of competitive heats today and was crowned Sonoma County’s 2019 Pruning Champion.

The official results had Mr. Pantoja winning first place ahead of Victor Bernardino Martinez, of Bevill Vineyard Management, who came in second place.  Luis Abrego, of Cornerstone Certified Vineyard came in third place and Jaime Castro Montiel, of Seghesio Family Vineyards came in fourth place.

The contest, now in its 19^th year, showcases the skill of our local vineyard workforce as they compete against one another, pruning three vines per heat. The competitors were pre-assigned heats and rows with the top two contestants from each heat advancing to the final round of ten. The pruners were judged on speed and quality of work.

“This contest continues to grow in popularity among the men and, now, women who work in the vineyards and take great pride in being considered among the best pruners in Sonoma County,” said Karissa Kruse, president of the Sonoma County Winegrowers.  She added, “Pruning is one of the most critical components of growing winegrapes.  We are honored to showcase our vineyard workers’ technique and skill that are critical to growing grapes in Sonoma County and preserving our local agriculture.”

While the contest was fun, it is serious business in a county where grapes fetch some of the highest prices in the world.  Given that vines produce grapes on one-year-old wood, the primary goals of pruning are to maximize the amount of one-year-old wood on each grape vine so the plant produces a high quantity of grape clusters while still having the necessary energy and nutrients to fully ripen the grapes and provide the plant with structure.   It takes great skill and experience to be a top pruner and naming Sonoma County’s Pruning Champion is a point of pride for all involved.

SACRAMENTO, Calif. (January 30, 2019) – Looking to continue to tell their sustainable story in new and impactful ways, the Sonoma County Winegrape Growers will begin utilizing augmented reality in 2019 to reach wine drinkers interested in or wanting to learn about sustainability.  Sonoma County Winegrowers is the first wine region in the world to use the unique technology to reach consumers with information about its commitment to become the first 100% sustainable winegrowing region

“This coming year, as we strive for 100 participation in our sustainable winegrowing program, we will be focused on our sharing that commitment with wine lovers all over the country.  We will be utilizing augmented reality to break-through to consumers in a most memorable way,” said Karissa Kruse, president of the Sonoma County Winegrowers. She added, “We’ve tested this and the response has been fantastic.  We can’t wait to get these special bottles into the market.”

Augmented reality is exploding in popularity throughout the country especially among the millennial demographic. This is a critical demographic to reach that has challenged the wine industry for a few years.  Of note, according to the Nielsen Research Company, 66 percent of millennial consumers around the world are willing to pay more for sustainable goods, making them the most willing demographic to pay extra for sustainable offerings.  Given this, and their preference for augmented reality, the Sonoma County Winegrowers may be on the verge of “cracking the Millennial Code.”

Using a smart phone, consumers download the Sonoma County Sustainable Wine augmented reality app available on Google Play and the Apple App Store.  From there, they simply place their phone over a participating wine label programmed with augmented reality and the label comes to life immediately, engaging the consumer with stories, video and information on sustainability for wineries using the ‘Sonoma County Sustainability Farmed Grapes’ label.

“This is a unique wine label that is a great way to draw the attention and engage consumers at the point of purchase especially those who are seeking to purchase sustainably produced wine,” said Kruse.  She added, “The shopping experience is changing rapidly, and Sonoma County Winegrowers want to be at the forefront of successfully reaching consumers with our story to help motivate more purchases of sustainable wines from Sonoma County.”

The Augmented Reality wine experience will be available on select wines from Ferrari-Carano, Dutton Estate, Dutton-Goldfield, Cline, Frances Ford Copola and Lynmar as the wines are released in 2019.  Throughout 2019 and the years to follow, additional wine brands will carry the new Sonoma County Sustainable Wine label and participate in the augmented reality effort.

2019 marks the final year in the Sonoma County Winegrowers’ five-year quest to become the nation’s first 100% sustainable wine region.  To date, more than 97% of Sonoma County’s nearly 60,000 vineyard acres are participating in the sustainability program.  Even more impressive is that more than 89% of those acres have completed or are in the process of completing a third-party audit to obtain sustainable certification.

SANTA ROSA, Calif. (January 17, 2019) – Calling 2018 the “new normal” for farming winegrapes in Sonoma County during which the region sought to recover from the previous year’s devasting fires, Karissa Kruse, president of the Sonoma County Winegrowers, addressed the Sonoma County Winegrape Growers today at the 28^th annual Dollars & $ense Seminar and Trade Show.  Kruse complimented the growers not only for their leadership in sustainability but for their commitment to the long-term preservation of agriculture in the region.

Kruse has long used the Dollars & $ense annual meeting to make significant industry announcements.  In 2014, she took to the stage to announce that Sonoma County Winegrowers would become the first 100% sustainable winegrowing region in 2019.  As that quest closes in on its goal, Kruse continued to make news Thursday with some major revelations. 

“This coming year, we are focused on achieving break-through marketing to not only elevate the Sonoma County wine region but leverage our sustainability commitment among wine lovers throughout the Unites States with a regional first: augmented reality,” said Kruse.  She added, “This effort will be focused on sustainability for wineries using the ‘Sonoma County Sustainability Farmed Grapes’ label that will interact with the consumer like no other wine label.”

Augmented reality is exploding in popularity throughout the country especially among the coveted millennial demographic.  Using a smart phone, consumers download an augmented reality app.  From there, they simply place their phone over an augmented reality wine label, and the label comes to life immediately, engaging the consumer with stories, video and information on Sonoma County’s quest to become the first 100% sustainable wine region.

“This is a unique wine label that is a great way to draw the attention and interest of those consumers who are seeking to purchase sustainably produced products including wine,” said Kruse.  She added, “The shopping experience is changing rapidly, and Sonoma County Winegrowers want to be at the forefront of successfully reaching consumers with our story to help motivate more purchases of sustainable wines from Sonoma County.”  

This ground-breaking marketing effort will be further supported with the establishment of a recording studio at the Sonoma County Winegrowers new office on Guerneville Road.  The studio will enable the group to produce a bi-weekly show on farming, wine and the Sonoma County region in addition to conducting interviews with visiting sommeliers, media and industry experts.  The studio can also be used to film quick updates on harvest as well as news and happenings around the county. 

“We can’t solely rely on traditional media channels to reach our consumers.  We must adapt to the changing world and this studio will enable us to do so,” said Kruse. She added, “Our focus has always been to be first, be the best and lead and this addition is critical to our path forward.”

With 2019 just starting, Kruse shared the latest numbers of the group’s five-year effort to become certified sustainable.  The newest figures show that more than 97% of Sonoma County’s nearly 60,000 vineyard acres are participating in the sustainability program.  Even better news, more than 89% of those acres have completed or are in the process of completing a third-party audit to obtain sustainable certification.

“The support by local grape growers to be sustainable has been overwhelming and it has been humbling to observe how our commitment to sustainability has been embraced throughout Sonoma County,” said Kruse.  She added, “Over the past few years our board and the grape growers in the community have completely taken ownership of the initiative.  They are recognized as global leaders in sustainability and we all gain from their commitment and dedication.”

With the goal well within reach, Sonoma County Winegrowers will continue to work with grape growers to assess their farming, business and management practices against more than 140 best management practices touching on water use, habitat protection, employee safety, employee training, community support and more.   Sonoma County Winegrowers work with four programs (California Sustainable Winegrowing Alliance, Fish Friendly Farming, Lodi Rules and Sustainability in Practice) and all programs take a triple-bottom line approach.  Each of the four programs have a third-party certification process and are comprised of best practices focused on becoming environmental stewards, economically viable and socially equitable. 

“I am so proud of the commitment made by Sonoma County winegrowers to become the first 100% sustainable winegrowing region.  Everyone benefits from their efforts as it not only helps enhance the environment, but it is critical to maintaining the rural lifestyle and natural beauty that helps make Sonoma County a world-renowned area,” said Kruse.

Sonoma County Grape Growers Foundation Honors 44 Individuals with its 2018 Vineyard Employee Sustainability Recognition Award

Gabino Ramirez Recognized as the Vineyard Employee of the Year

SANTA ROSA, Calif. (January 14, 2019) – Winegrape growers, vineyard employees, families, community leaders and Congressman Mike Thompson gathered at Saralee and Richard’s Barn at the Sonoma County Fairground on Saturday to recognize and celebrate 44 individuals who were recipients of the 2018 Vineyard Employee Sustainability Recognition program.

The recognition award program was launched in 2018 to honor the men and women who excel in grape growing in Sonoma County.  A specific theme is designated for each month of the year to showcase the various skills and contributions made by vineyard employees.  Themes include leadership, innovation, safety, conservation, as well as specific vineyard skills such as pruning, canopy management and harvest.  Employees are nominated by their employers for individual achievement and exceptional performance. Full-time, part-time and seasonal employees working in agriculture for a vineyard owner, vineyard management company or winery are eligible for the award.  Throughout the year, monthly winners receive gift cards and clothing as well as being recognized in local newspaper advertisements.

“Sonoma County Grape Growers Foundation is very proud to recognize our talented ag employees who are critical to the growth of the region’s premier grapes that make some of the world’s best wines,” said Karissa Kruse, president of Sonoma County Winegrowers and the executive director of the Sonoma County Grape Growers Foundation.  She added, “These are  some of the most talented individuals in the world’s wine industry and valuable members of our community.  Sonoma County winegrowers have a proud history of working collectively to positively impact the lives of our employees and their families and we are committed to making this program one of the most prestigious awards in our county and our industry.”

In 2016, as part of their quest to become the first 100% sustainable winegrowing region, Sonoma County Winegrowers relaunched the Sonoma County Grape Growers Foundation to provide support for agricultural employees and their families as part of the socially-responsible component of sustainability.

Immediately following the devastating fires in 2017, the Foundation established a housing recovery fund for ag workers and their families who were displaced from their homes by the fires.  More than $1 million was raised from contributors in Sonoma County, throughout California and around the world.  The funds were used to pay rent support and purchase RV’s for employees who lost their homes.  Additional funds were distributed in the form of Visa gift cards to purchase new household items, food and supplies and to help pay utilities for other Ag employees impacted by lost wages and evacuations during the fires. Remaining funds are being used by the Foundation to address the long-term need for affordable housing for ag workers, especially given the total loss of homes from the fires in Sonoma County.

As part of Saturday’s festivities,  Gabino Ramirez, who been working for Serres Ranch for over 30 years, was recognized as the 2018 Vineyard Employee of the Year. The Serres Ranch was established in 1924 in Sonoma and has been owned and operated by five generations of the Serres Family. The Serres family partakes in grape growing, cattle raising, blueberry farming, and ranching in Sonoma and Mendocino counties. The ranch is nestled in the Valley of the Moon, where surrounding mountains narrow down to the smallest part of the valley, creating its own unique micro climate suitable for growing world class red wines.

“It is my honor to recognize Gabino Ramirez as Vineyard Employee of the Year and laud his incredible service. He helps to ensure our district’s wine is world-class and boosts our entire community,” said Congressman Mike Thompson (CA-05) as he presented Ramirez with a Congressional Resolution commemorating his accomplishments during Saturday’s festivities.

This special recognition honors the exceptional contributions Ramirez made to preserve agriculture in Sonoma County.  All individuals who received an Employee Recognition Award during the year were eligible for the Vineyard Employee of the Year award.  The annual award recognizes the individual who best displays the 11 traits recognized throughout the year and possesses the exceptional skills highlighted through the Vineyard Employee Sustainability program.

“Gabino is the best of the best, and our vineyard is what it is today because of his love and devotion for the place. Serres Ranch would not be what it is today without the leadership of Gabino Ramirez,” said Taylor Serres, of Serres Ranch.  She added, “He is a wonderful team member and leader of his crew, his crewmen look up to him as a strong leader and his supervisors know that little supervising needs to be done because of his experience and expertise. All of us at Serres Ranch rest easy at night knowing Serres Ranch is in Gabino’s capable – hard working – hands.”

Juan Sanchez, vineyard supervisor and a 49-year-employee at Dutton Ranch, was the 2018 Vineyard Employee of the Year runner-up.  During his years at Dutton Ranch Juan has worked his way up from field worker to tractor driver, to crew leader, to foreman, to supervisor, to manager/supervisor to the current position he holds of Head Supervisor, the fourth-highest position in management in the company.

As part of their recognition, Gabino Ramirez will be receiving gift cards for $1,250 and Juan Sanchez will receive gift cards for $750.

Today, the fires continue to burn out of control, power and cell service is spotty and access around Sonoma County is still highly restricted. With more than 90% of the winegrape harvest completed in Sonoma County, many growers in safe zones are heading out today to begin picking the remainder of their crops provided they can get their grapes to their winery destination.  In fact, some Chardonnay, likely the last to be picked in Sonoma County this year, was harvested this morning in the Russian River Valley and I am pleased to report the grapes were of excellent quality and were able to get to a winery in Napa Valley. On a positive note, given how late it is in the season, the concern of smoke taint on the grapes currently on the vine is low.  This assessment would be much different had the fires occurred in late July or early August.

We have only confirmed that Paradise Ridge Winery in Santa Rosa has been destroyed. We have been unable to obtain accurate updates from Sonoma Valley as most of that area is still under evacuation orders. Please know that the Sonoma County wine community has been overwhelmed with the positive thoughts, prayers and support we have received from across the county and around the world. It gives us the strength to stand strong and know our communities will survive.

Strategic Think Tank Will Have Range of Backgrounds and Perspectives Focused on Four Key Challenges Facing Sonoma County

SANTA ROSA, Calif.  (September 12, 2017) – The Sonoma County Winegrowers will launch its Center for Ag Sustainability on October 12 with an impressive group of national experts who will be meeting to identify and discuss topics that affect agriculture and Sonoma County as a wine region with the goal of developing out-of-the-box, innovative solutions to critical challenges.

The participants, representing different industries and backgrounds, will meet four times over the next two years for a facilitated discussion on how to solve challenges facing Sonoma County’s wine and agriculture communities over the next 5-7 years.  The sessions will be facilitated by Professor George Day of the Wharton School of Business.

“One of the most important jobs we have as farmers is to preserve and protect our agricultural legacy and way of life for future generations.  The reality is that ag is on the brink of a crisis. Not only are thousands of acres of farmland being lost to development in California every year, farmers also face numerous threats to the financial viability of our businesses making it tougher for young people to become farmers,” said Karissa Kruse, president of the Sonoma County Winegrowers.  She added, “Clearly, the status quo is not an effective strategy moving forward.  We must look to lead on addressing these pressing issues and new ones that will emerge to sustain our success and preserve agriculture in Sonoma County and beyond.”

The “Ag Center” will be a strategic think tank to help develop innovative ideas and strategies to strengthen and build upon the region’s sustainability efforts and its 100-Year Business Plan to Preserve Agriculture.  Understanding that it takes creative, thought provoking, and out-of-the-box thinking to solve some of the critical challenges facing Sonoma County’s agricultural community, the Sonoma County Winegrowers has created this groundbreaking program bringing together a small, diverse group of thought leaders and experts from across various business industries, subject matters, academia, job functions and skill sets, and other unique backgrounds, to problem solve and develop new, fresh ideas that will advance farming not only in Sonoma County, but may also revolutionize grape growing and the larger wine industry across the globe.

The group will focus on four priorities when it meets on October 17^th.  Those priorities are:

1. Adapting farm practices
2. Sustaining and protecting the Ag sector
3. Leveraging leadership in sustainability and a grassroots approach to climate change
4. Understanding the changing industry economics

The Ag Center’s 2-year program will meet 4 times for a strategic planning session on the pillars of 100 Year Business Plan to determine insights, innovations and recommendations on moving the grape growers forward.  Throughout the process, the Sonoma County Winegrowers will share learning and progress broadly, which will culminate in a White Paper which will be published providing the insights and learnings to a global audience. These findings and ideas will also be incorporated into the Sonoma County Winegrowers strategic plan, marketing and branding efforts, and other areas of the organization that will guide their focus on the preservation of agriculture. Learning, best practices and potential solutions will be shared more broadly to other Ag communities and wine regions.

Ag Center members were identified and selected from different industries to bring fresh thinking and experiences to one of the oldest professions in the world. The Ag Center members will serve for two years.  The members are:

Adam Brumberg – Deputy Director, Food and Brand Lab, Cornell University
Allen Hershkowitz – Founding Director, Sport and Sustainability International
Anisya Fritz – Proprietor, Lynmar Estate
Carolyn Wasem – Senior VP, Jackson Family Wines
Cory Beck – President & Director of Winemaking, Francis Ford Coppola Winery
Geof Rochester – Managing Director, The Nature Conservancy
Jeremiah Puget – Planning Stewardship & Compliance, North Coast Regional Water Quality Control Board
Jessica Gilmartin – General Manager and Chief Marketing Officer, Lighthouse AI
Joanne Spigonardo – Initiative for Global Environmental Leadership (IGEL), The Wharton School, University of Pennsylvania
Kevin Pedrotti – Partner, Clear Advocacy
Mary Ann King – Stewardship Manager, California Water Project, Trout Unlimited
Michael Byun – CEO, Asian Services in Action (ASIA)
Monica Mehta – Managing Principal, Seventh Capital
Ray Isle – Executive Wine Editor, Food & Wine Magazine
Rob McMillan – EVP and Founder, Silicon Valley Bank
Sebastian Schwark – Director, Portland Communications
Steve Dutton – Partner and President, Dutton Ranch
Steve Sangiacomo – Partner, Sangiacomo Family Vineyards
Ty Jagerson – Village Power Finance
Dan Wilson – Fisheries Biologist, NOAA’s National Marine Fisheries Service, West Coast Region