Born from the belief that exceptional wine quality stems from a profound respect for the land, Flesh and Blood (FAB) is an online Australian retailer with a curated network of 100 per cent organic wine and spirits.
Showcasing organic viticulture from around the world, Founder William Dong launched the retail platform with a vision to redefine sustainable wine retail, working exclusively with artisanal producers committed to preserving the earth.
Dong, who is also the Founder of Handpicked Wines, says his interest in organic and sustainable winemaking started 10 years ago, driven by a focus on quality, and seven years ago Handpicked Wines began transitioning to organic practices.
“As we progressed, it became clear that organic farming positively impacts not only the quality of our wines but also the well-being of the people involved and the surrounding environment. Organic farming creates a healthy ecosystem by protecting the soil and fostering biodiversity,” he told National Liquor News.
“This insight inspired us to obtain organic certification, but it also made us realise that individual efforts weren’t enough to create significant change in the industry. During the pandemic, we developed the idea for FAB as a platform to connect organic producers and amplify their reach, creating demand for sustainably farmed products and encouraging more growers to embrace organic practices.”
For Dong, organic winemaking is essential to the long-term sustainability of not only the winemaking industry, but the land.
“Organic winemaking avoids synthetic chemicals, which can harm the soil and disrupt ecosystems. In our vineyards, we plant species that enrich the soil and attract beneficial insects, creating a balanced ecosystem that supports vine health and resilience. This approach protects the land, strengthens the vines, and fosters a sustainable environment that benefits both the industry and the planet,” he explains.
A meaningful movement
FAB was founded as a means of fostering a healthier, more sustainable winemaking industry, and it’s not just Dong who prioritises organic wines – it’s an option consumers have come to expect from retailers.
“Consumers are becoming more informed and value products that support both personal and environmental well-being. They want to enjoy quality wines that also contribute positively to the world they live in. Organic wines resonate with them because these products reflect care for the earth, bring a sense of purpose, and align with their values around sustainability,” he stated.
While consumers are increasingly favouring sustainably made wines, Dong believes there is still work to be done to raise the profile of organic wines and the benefits of organic winemaking. He says it’s essential that winemakers and industry partners work together to continue educating consumers.
“By increasing availability in retail, restaurants, and hotels and ensuring that people understand the story behind organic products, we can foster greater appreciation for sustainable wines. The industry has a unique opportunity to raise awareness and support a meaningful movement that protects the environment for future generations.”
With a dedication to small growers, FAB sources only 100 per cent certified organic wines, often from family-run businesses who have passed their knowledge through generations and who are equally committed to the vitality of the planet.
Not only is it important that winemakers align with FAB’s values, but Dong also wants to ensure consumers can be confident that they’re making the right decisions when purchasing.
“Trust in sustainability is fundamental to FAB’s mission. We only include wines certified by local authorities as organically farmed, which ensures our partners meet the highest standards of sustainability. This certification requirement is the minimum we demand to ensure that every winemaker on the platform genuinely upholds sustainable practices,” he concluded.
