Iris Vineyards.
Our recent visit to Iris Vineyards, just outside of Eugene, OR, was quite a revelation. Iris claims as its foundation the ancient Grecian concept of “areté”. Don’t feel sheepish if you don’t know the meaning of the term; it is hardly used in modern English. The ancient Greeks used the term to mean excellence or virtue in your purpose. I was surprised when I heard the people at Iris use the term since I had not heard it used since taking a course on Aristotle when I was at university.
Areté to Aristotle, we were taught, was not a theoretical concept, but a practical implementation of maximum effectiveness at a chosen goal. Areté in winemaking, to use a concrete example, is different than areté in cooking. Both have a similar philosophical underpinning, but each is a distinct form of areté. The concept of areté is abundantly present in all of the endeavours at Iris that we encountered: from how they grow the grapes to how they vinify the wine to how they offer it to their customers.
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