Origin Story

Kraz first used the term "thoughtful viticulture" while presenting research findings at the 2014 New Zealand Winegrowers Romeo Bragato Conference. He used the term to make the point that successful viticulture, regardless of farming philosophy, requires a thoughtful strategy and understanding of how grapevines will respond to that strategy. He started Thoughtful Viticulture Ltd. shortly thereafter, using his extensive academic and research expertise to help the industry and his clients.

Mark "Kraz" Krasnow PhD

Owner/Consultant

Kraz received his doctorate in integrative crop plant physiology from UC Davis in 2004. Since then he has conducted research, taught, and offered consultancy services for the wine industry globally. He formally established Thoughtful Viticulture in 2014

Karen Peterson

Viticulturist - karen@thoughtfulviticulture.com

Karen completed a Bachelors of Horticulture - Viticulture and Enology from Oregon State University in 2013. While working on her degree she worked in Dr. Patty Skinkis' Viticulture Extension Lab, which exposed her to many great research projects and extension opportunities. After leaving school, she entered the industry, driving tractor and working with the crews, quickly working her way up to Viticulturist in 2015 for a large wine company in Oregon. After receiving a grant through the Western SARE program which looked at improving anthocyanin content in Pinot Noir grapes through better irrigation, she ended up visiting New Zealand and was put in touch with "the irrigation guy" (Kraz) on that visit. It was an easy decision to make the move to New Zealand shortly after, where she spent several years managing vineyards and labour in Marlborough and Waipara, before joining Thoughtful Viticulture as Viticulturist in 2023.