There are approximately 85 definitions of sustainable agriculture and the term sustainable has been inserted into forums ranging from local community development to global trade. This session will introduce the California Code of Sustainable Winegrowing Practices and the accompanying voluntary self-assessment workbook developed as a joint project of Wine Institute and the California Association of Winegrape Growers. As the industry is asked to evaluate the merits of emphasizing sustainable winegrowing practices in the midst of an ever-changing economic climate, parallel efforts of other industries and wine-producing countries will be featured, including the position of a UK wine retailer.