"In the case of the Portuguese wineries, both already had good reputations for quality. All they wanted to do was to keep giving consumers great wine at a good

"In the case of the Portuguese wineries, both already had good reputations for quality. All they wanted to do was to keep giving consumers great wine at a good price, without degrading their soil. They hadn’t increased the cost of making wine as they shifted to organic practice." My interpretation comes from this kind of phrasing, were it is assumed that the shift towards organic farming was a move towards sustainability.