Go Texan Is Meaningless When Applied To Wine

texan1by Andrew Chalk

Crave readers will recognize the above symbol as the distinctive, protected, mark of the Texas Department of Agriculture’s (TDA) “Go Texan” campaign. The campaign even has its own web site, GoTexan.org. According to that site, the aims of the campaign are to promote Texas agricultural products. Under “Rules and Guildlines” the Department says firmly “Maintaining the integrity of the GO TEXAN mark is the key to preserving the powerful brand positioning GO TEXAN members enjoy. These guidelines are provided to ensure proper use of the GO TEXAN mark. If you have any questions regarding the use of the GO TEXAN mark, contact us at (877) 99-GOTEX or gotexan@TexasAgriculture.gov.”

I hope that e-mail address is the right one to report violations of the guidelines because on Friday I used it to report that the Go Texan mark is being used to promote California wine. As I reported in my article asking Whole Foods Market to remove non-Texas wine from the Texas display, there was one California wine that actually used the “Go Texan” mark on the front label. Here is another picture of the label.

texan2

Doing so makes a complete mockery of the Go Texan campaign. It means that consumers cannot trust the Go Texan mark for the sole purpose for which it is intended.

I expect the TDA will come down like a ton of bricks on violators. If they don’t, they might want to change the name and logo to one of the examples below (put together by our production department and free for use on wines from Outer Mongolia):

texan5

texan4

texan3

To make the Go Texan logo only usable on Texas wine, the department need only apply the rule that any wine carrying the logo must be eligible for the “Texas” appellation under Federal labelling rules. This would also permit wines that carry a more specific origin (for example “Texas High Plains AVA” or “Mason County”) to also use the mark. However, anything labelled “For Sale In Texas Only” or non-Texas appellations of origin would be barred.

I am asking Texas Agriculture Commissioner, Todd Staples, for comment today and will report back on what the department says and does.

7 Comments

Filed under Andrew Chalk, Wine

7 responses to “Go Texan Is Meaningless When Applied To Wine

  1. I’m afraid that you will find that many of the GoTexan registered companies make products here in Texas, but they do not always involved use of Texas ingredients. I do not know what determines the right to use the GoTexan logo. Good question that needs an answer.

    I assume that the GoTexan logo could be applied to Dry Comal Creek’s Black Spanish wine, but I do not know if it could be applied to a wine made in Texas by a Texas winery, but which came from CA grapes.

    Russ

    • slinwood

      Andrew…you once again have failed to research and provide all the facts as to how wineries are able to use the GoTexan logo in good standing.

      Go to the administrative code RULE §17.52 Application for Registration to Use the GO TEXAN Certification Mark, which states the definitions for use of the logo. http://info.sos.state.tx.us/pls/pub/readtac$ext.TacPage?sl=R&app=9&p_dir=&p_rloc=&p_tloc=&p_ploc=&pg=1&p_tac=&ti=4&pt=1&ch=17&rl=52

      Definitions!
      (A) Any product produced in Texas which is not a Texas agricultural product, as defined in paragraph (24) of this section, but is:
      (i) produced, manufactured, constructed or created within the state; or
      (ii) is processed within the state such that it has been altered by a mechanical or physical value-added procedure in Texas to change or add to its physical characteristics; and
      (iii) such product enhances the GO TEXAN program;
      (B) Products described in subparagraph (A) of this paragraph which are produced in Texas, but processed outside of Texas do not meet GO TEXAN program requirements, unless facilities for processing are not reasonably available in Texas.

      • Andrew I am 100% behind you on this…..
        While “Texas wine Marketers” will try to say you have your facts wrong the whole thing here is that “Go Texan” to the uneducated consumer means 100% Texas product.
        I was at a winery the other day talking to 2 dear old ladies that told me they always purchased wines with the “Go Texan” label on it because they always knew that it was 100% Texas.
        I had to educate them that this was just a marketing label and that it is not always a tell that it is from 100% Texas produce.
        Again its not about what the rules say it is about what consumers think it is…….
        And I honestly feel that the morons out there that want to say that this HUGE misrepresentation of Texas is Okay just need to just leave the industry if not the State because it is confusing loyal and very proud Texans.
        When I educated these 2 dear ladies about “Go Texan” and about “value added” they were quite upset about this and said that it was wrong of the state to allow such a thing.

        So say all you want to…but Andrew has a very good point!

        If you are proud of Texas wine you should be in support of getting this changed to mean 75-100% Texas juice for Wine related use.

        “Go anything!”
        How about some of you just “Go away!”

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