Green Harvest Wine Tours is a yet-to-be launched tour company that will have operations in Italy and the Finger Lakes region of Upstate New York.
The founders are two women, one from Florence, Italy and the other a citizen of Ithaca, New York.
Green Harvest will focus on wine, wine, wine and will deliver, among other things, the following:
" Exclusive, intimate, imbedded, unique, tailored opportunities;
" Experiences that are sophisticated and memorable without being pretentious (both founders are serious about their passion for wine, but they don't take themselves so seriously);
" Experiences that are purposeful, but not rigid-life happens; flow with it;
" Experiences laced with whimsy, magic, and awe; and
" An appreciation of wine in a bottle:
o It fuels conversations, connections, and friendships;
o It speaks to agriculture, weather, chemistry, family, friends, philosophy, and age/history.
"Green Harvest Wine Tours"
A "green harvest" speaks best to the process and translates fluidly to the culture and purpose of the enterprise the founders wish to build:
A green harvest is the removal of immature grape bunches, typically for the purpose of decreasing yield. The removal of the bunches while they are still green induces the vine to put all its energy into developing the remaining grapes. In theory this results in better ripening and the development of more numerous and mature flavour compounds. In the absence of a green harvest, a healthy, vigorous vine can produce dilute, unripe grapes.
Extending the definition to the enterprise's mission, Green Harvest Wine Tours will purposely reduce the number of guests (i.e. the yield) by excluding the young, green applicants so that the Green Harvest team can focus all of its energy into the surviving guests and deliver a richer, more mature experience.
In keeping with the meaning of its name, Green Harvest will position the tours as invite only opportunities for premier/VIP tourists. Those that survive the pruning process have "made the cut." Just as wine is the art of what is left behind, Green Harvest Wine Tours gives the bounty of the experience to those that make the cut.
This approach will exclude just-in-time tourists who receive discounts from hotels or referrals from drivers/taxis. These tourists often devalue the experience, leave dissatisfied, and post poor (and sometimes scathing) reviews. These tourists are not invested and they do not concern themselves with the damage they might create.
" Respect for the land, the wine, the history, and the culture.
" Fun (No wine snobs).
" Engaged Connections with the people behind the wine.
" Discover places off the beaten track and experiences not available to the public.
" Personalization (Individualized experiences tailored to the customers whom the company accepts).
" Imbedded Intimacy-Green Harvest's guides will take customers to their favorite places, introduce them to their best friends, and show them their Little Italy or special corner of Upstate New York.
Green Harvest will cater to two types of guests, which should never be on the same tour together:
" The Intellectuals, who are curious about and interested in the region, terroir, history, vinification (aka winemaking); and
" The Connoisseurs/Gastronomes, who are focused on top reviewed wineries/wines, quality indigenous food, and renowned restaurants (i.e. Michelin starred).
Green Harvest will avoid customers who desire only to view the countryside and harbor no authentic or realized interest in wine, food or culture. These are the type of people that will ruin the experience for the guides and, like the "just-in-time" customers described above, are most likely not to be satisfied by or impressed with the depth of the experience.