Connections - October 2009 - 11

said Hershey. His love for his family pushes him forward. Furthermore, the farm is his home and the only place he’s ever lived. “I’ve never had another home. This place has given me more than I could ever hope for and it’s something I want to be able to pass along to my children. It’s where my heart is [and my family] still wants to live on the farm. This place is in our blood,” said Hershey. Hershey recognizes he has business problems—with the price of milk hovering around $12 and a global surplus that’s pushing him in the red—but he’s got perspective. “My family loves me, so I move forward,” said Hershey. “Besides, I know I’ll have good days in the future, like when I’ll work hard to deliver a calf, and the heifer will shake her ears at me when she falls to the ground.” Hershey Bros Farm isn’t something Hershey can just leave behind. “I’ll always carry it with me,” he said, and so the love of his farm compels him to move onward. He aims for a more efficient tomorrow with the aid of robots to keep family tradition alive for future generations of herdsmen. n local perspective SenSible winemaker JOHn mcGreGOr — edited by lOri baer — Wineries have faired better in the recession than other business sectors. John Mcgregor braced for wine sales to slow, but found the slowdown not as extreme as expected. nonetheless, Mcgregor, vice president and general manager of Mcgregor vineyard Winery, exercises prudence to maintain high-quality wines without passing additional costs to customers. How mcGregor created cost efficiencies: I had to cut labor and now work longer hours. as owners, we are now working longer hours. I also cut production expenses. I bought fewer grapes this year, but won’t sacrifice any winemaking steps; maintaining the same high quality wines comes first at any cost. why mcGregor implemented greater customer outreach: Customers must know we appreciate the value they find in our products as evidenced by their continued support through the down economy. I’ve also been flexible with how some of our wine club members can pay for membership. We’re all in this recession together, so honesty helps, too. what mcGregor notices about customers: I see the pattern of who visits the winery different than before the recession. We find more people are taking day trips than winery vacations. mcGregor’s approach to recession marketing: as president and a member of the Keuka Wine trail, I value more than ever the group’s collective advertising. what investment mcGregor made despite the economy: I had a new building for oak barrel production built. this step offers an opportunity to expand Mcgregor’s product line and a place to hold special events. Click to nominate an inspirational business person August 2009 | Connections | 11

Connections - October 2009

Table of Contents for the Digital Edition of Connections - October 2009