Matt Halldorson serves as the director of the University of Arizona Yavapai County Cooperative Extension and the Statewide Viticulture Extension Agent. In this dual role, he leads a diverse team of Extension professionals who deliver programs in Agriculture & Natural Resources, Family, Consumer, & Health Sciences, and 4-H Youth development, ensuring Yavapai County’s agricultural and rural communities benefit from research-based solutions, practical education, and community partnerships.

Before returning to Arizona to join Cooperative Extension in 2022, Matt spent over a decade as a viticulturist in Washington State, managing vineyards for Wyckoff Farms, Ste. Michelle Wine Estates and Kiona Vineyards, and teaching viticulture courses at Yakima Valley College. These experiences honed his skills in vineyard management, plant health, and grower education, providing the foundation for his work in Arizona’s rapidly growing wine sector.

Since arriving in Yavapai County, Matt has expanded Extension’s viticulture outreach statewide, developing grower workshops, leading industry symposia, and authoring numerous Extension publications on grape pest management, vineyard water use, and soil nutrient dynamics. He has secured competitive specialty crop grants to study warm season cover crops in vineyard systems, collaborating with colleagues to bring innovative practices into Arizona vineyards. His service extends to leadership roles on boards and committees for the Arizona wine industry, including the Arizona Viticulture Symposium, Arizona Wine Summit, and the Verde Valley Wine Consortium.

Locally, Matt supports the Yavapai County Master Gardener program, where he trains volunteers to deliver science-based horticultural education to the public. He also engages in broader agricultural and natural resource efforts, from water conservation planning to invasive plant management. His collaborative work with agencies, nonprofits, and community groups underscores Extension’s mission to connect people with the university’s resources while addressing local priorities.

Matt’s vision for Arizona viticulture is rooted in adaptation and opportunity. With over 120 licensed wineries and more than 1,500 acres of vineyards statewide, the industry is transitioning from a boutique niche to a recognized contributor to the state’s agricultural economy. By integrating research, grower experience, and strategic partnerships, he works to ensure that Arizona’s wine regions—Verde Valley, Sonoita/Elgin, and Willcox—continue to build their unique identities while collaborating under a unified reputation for quality and innovation.

I met Matt earlier this year while doing a wine series for Arizona Farm Bureau’s “Talk to a Farmer/Rancher Friday” over our Instagram App. His insights and passion for what he does were clearly evident and allowed us to learn more about what Yavapai County Cooperative Extension is doing on behalf of the community in that county. 

 

Arizona Agriculture: Give me more of your background of how you ended up in the wine industry going back to your days when you were in Washington state.

Halldorson: My journey to the Arizona wine industry was a circuitous one. I graduated with a degree in plant biology from Northern Arizona University in 2006, but the great recession followed shortly after, apart shortly after, so I struggled to find my way after graduation. In 2009, the Arizona wine industry was beginning a renaissance of sorts (especially in the Verde Valley), and I thought that if I could transition into agriculture, I might be able to find a job with one of the local vineyards. To gain experience, I reached out to Markus Keller at Washington State University (WSU), who was conducting viticulture and plant physiology research, and agreed to take me on as a graduate student in his lab. So, in late 2009, I moved to Eastern Washington where my research focused on understanding the physiological effects of leafroll disease on merlot grapevines. 

During this time, I lived and worked at the WSU Irrigated Agriculture Research and Extension Center in Prosser, Washington, where almost everyone was involved in agriculture to some extent, and WSU Cooperative Extension was part of the culture. The wine industry in Washington was in a major growth phase at this time, and I had a job offer with the largest wine grape grower in Washington State before I had even graduated. 

It was then that I started to understand the economic impact of agriculture. From there, I worked as a viticulturist for Ste Michelle Wine Estates (Washington’s largest winery), and then Kiona Vineyards, a smaller, but renowned operation that has been owned and operated by the Williams family since 1975. Living and working in the heart of the Washington wine industry gave me the opportunity to learn from countless growers and winemakers and see thousands of acres of grapes (and all the ways they were grown). It was really beneficial to my career growth and the knowledge I could bring back home.

 

Arizona Agriculture: What brought you back to Arizona?

Halldorson: Arizona is my home, and it never stopped being home even when I was gone. My plan, the day I left for Washington state was to earn a degree and return to work at a vineyard in Yavapai County, but after graduation, my advisor suggested I stick around to gain experience, and 2 years turned into 12. 

During that time, I had the pleasure of working with really strong Extension agents and specialists and started to believe that this was the kind of work that I could make a career out of. I met Yavapai County Extension director Jeff Schalau during one of my visits back home, so when he announced his retirement in 2021, it seemed like the perfect time to return. Jeff’s job did not focus on viticulture, but State Extension Director Ed Martin asked me if I would be interested in serving the entire state as a programmatic area agent, and the opportunity to deliver the kind of service that I had seen in Washington presented itself.

 

Arizona Agriculture: While you have a leadership role with Yavapai County Extension, for obvious reasons perhaps, why is wine so central to everything involved in Yavapai County?

Halldorson: The wine industry is a great agricultural fit for Yavapai County and the state of Arizona for a couple reasons. Wine grapes are an extremely low water use crop, consuming less than 1.5-acre ft of water, and since most of the wine made in Arizona stays in state, most of the water also remains here. 

Secondly, tourism is considered the number one export product that we produce in Arizona, and this is a great opportunity, especially for Yavapai County, which has ecotourism opportunities around every corner and is conveniently located near both Phoenix, Sedona, and Flagstaff. Old Town Cottonwood, for example, has been transformed into a vibrant tourist destination over the past 20 years, and I would give a lot of credit for that change to the local wine industry.

 

Arizona Agriculture: Explain the Verde Valley AVA a bit more and why it is such a young entrant into that class even though most of the winemaking is done in Yavapai County?

Halldorson: An AVA (American Viticultural Area) is designated as such because the soils, topography, and climate are distinctly different from other regions. The Verde Valley AVA is a place where people have been growing grapes and making wine for a very long time, but it has gained a lot of acclaim recently as leaders of the modern-day Arizona winemaking renaissance. 

The success of labels such as Caduceus Cellars and Page Springs Cellars brought a lot of attention to the area, and that success leveraged the creation of the first formal Viticulture and Enology program in the state at Yavapai College (Clarkdale) in 2009. The creation of an AVA takes time and effort, and it is thanks to the hard work of groups like The Verde Valley Wine Consortium that the area gained AVA status in 2021 (the application process started in 2017). Most of the winemaking in the state is done in the Verde Valley because it is perfectly situated near tourist hubs like Sedona, which makes it an ideal place to open a winery. That being said, probably about 75% of the grapes are grown in Cochise County, Arizona.

 

Arizona Agriculture: What unique characteristics of Arizona’s terroir, specifically the AVA’s, contribute to the distinct flavor profiles of wines produced here?

Halldorson: One thing that makes Arizona stand out from most wine regions in the world is the elevation. While table grapes (those that you buy in the grocery store) are grown in some of the hottest places in the world, wine grapes prefer more moderate climates, and in Arizona that means elevation, which ranges from 3,500 to 5,500 feet throughout the 3 AVAs. Another region that also benefits from high elevation viticulture is Argentina, and they have published research on the concept that elevation plays a role in the development of wine characteristics such as color and mouthfeel. The soils tend to be relatively well-drained whether they be the calcareous soils of the Verde Valley slopes or the sandy loams of Willcox, and this is key for proper irrigation management and vine nutrition. 

Monsoon rains are another key factor that heavily influences the wine made in Arizona year to year, as very rainy years will probably mandate earlier pick dates, which influences wine style. 

 

Arizona Agriculture: Which grape varietals have shown the most promise for Arizona’s wine industry, certainly the lesser-known varietals?

Halldorson: One of my favorite parts of working with the Arizona wine industry is that they are not interested in being anywhere else, and they are experimenting with unique and lesser-known varieties in an effort to find out what produces the best Arizona wines. 

Arizona has done well with Rhone Valley (France) varieties like Grenache, Syrah, and Mourvedre and Spanish varieties like Tempranillo, but there is also a lot of promise in many of the Italian cultivars. This is because one of the greatest challenges in a warm viticulture region is acid retention. Montepulciano, Sangiovese, and Graciano are food-friendly reds that hold their acid well in the heat. 

 

Arizona Agriculture: From your perspective, how are consumer preferences for Arizona wines evolving, and are there specific styles or varietals gaining popularity?

Halldorson: In my short time in the wine industry, I have found it fascinating to watch consumer preferences change. For a long time, in the United States, consumer preferences tended to lean toward the big, bold, red wines that you might pair with a steak (or just drink alone), but around 2015, I noticed this trend changing. Consumers seem to be more interested in lower alcohol, lighter, food-friendly wines, which are perfect for Arizona, as we tend to pick our fruit earlier due to either falling acid (due to extreme heat) or monsoon rains on the horizon. Because of that, I believe that many Arizona wines are made in an “old world” style, which to me means that they are more fruit forward, food friendly, and generally “drinkable.”

 

Arizona Agriculture: How is Arizona leveraging its wine industry to boost tourism, and what role does Yavapai County play in this effort? You can also speak to the recent study NAU conducted. 

Halldorson: The Arizona State Government has been extremely supportive of the wine industry, with the Legislature previously allocating 1.1 million to the Arizona Office of Tourism to promote Arizona wine. Dr. Feifei Zhang and her colleagues at NAU, along with local wine industry legend Tom Pitts put together a brilliant study on the economic impact of the Arizona wine industry on tourism and its colossal growth. 

In 2023, the industry was responsible for $351 million in total output, the creation of 2,430 jobs, and $40 million in total taxes ($10 million state and $7 million local). While that is impressive in its own right, what I find to be truly amazing is the rate of growth. Between 2011 and 2023, wine visitor spending increased 677% from over $31 million to over $241 million, economic output increased 588% from $51 million to $351 million, and wine related employment increased 500% from 405 people to 2,430. This industry is an economic driver and a creator of jobs that I am proud to support as an Extension agent for the University of Arizona.

 

Arizona Agriculture: As a former member of the Arizona Wine Growers Board, what trends are you seeing in the growth of Arizona’s wine industry, and what steps are being taken to promote it both locally and nationally?

Halldorson: First of all, working for two years on the AWGA Board was an honor, and though I termed-out, I still continue to work closely with them as we are organizing the Arizona Wine Summit and AWGA Annual Meeting, taking place at Yavapai College Clarkdale, January 2026. 

Regarding trends and growth, it’s funny you ask: I believe that one of the challenges that a relatively small and developing industry faces is not completely understanding what the trends are year to year. That is why the University of Arizona Cooperative Extension is rolling out a “Grape Crush Report” pilot project in November of 2025. A Crush Report is a survey designed to measure size, growth, and economic impact of wine industries on a statewide level. In California, it is state mandated and organized by the California Department of Food & Agriculture and the National Agricultural Statistics Service, while in Texas, it is managed by Texas A&M University as well as several industry associations and is funded by the Texas State Wine Commission. These types of surveys can be challenging because they are asking the growers for sensitive information, but it is imperative that we get the greatest percentage of buy-in possible, especially given the size of our industry. 

 

Arizona Agriculture: As someone deeply involved in Arizona’s wine scene, what are you enjoying the most about Arizona wines?

Halldorson: Honestly, there is so much to enjoy. I have wanted to do this job for a long time, so the opportunity to actually work with the Arizona wine industry, getting to know the growers, varieties, sites, and intricacies of Arizona viticulture is exciting.  

 

Arizona Agriculture: Explain why extension is so important to these subindustries within the big $31 billion Arizona agriculture industry? What do we need to be promoting more on this front?

Halldorson: When I lived in Washington, WSU’s Extension viticulture specialist and Benton County Ag. agent were important sources for continuing education, local research, and providing answers to questions. In my current position this is what I try to achieve, but there’s even more to it than that. Because we are public servants, we operate in a rare yet important sphere that allows us to advise or consult without conflict of interest. This is important, especially for new farmers and ranchers, as the world of agriculture is a big place where there is always a new product that claims to grant users access to great quality and/or quantity. Some do, and some don’t. When trying to determine whether or not to use a new product, piece of equipment, or cultural practice, I often found myself contacting Extension personnel to determine whether or not this was something I really needed or just good marketing. 

This does not mean that Extension knows everything. They don’t. However, I always found it valuable to contact Extension to get their input when making these decisions, as I knew that they were going to give me the best, science-based, data-driven information that was available. 

What’s more, Extension is a 111-year-old publicly funded institution, that was born out of a time when a community’s success was contingent upon its ability to work together for the common good, and today’s program still has roots in that principle. I often find that an important part of my job is bringing people together to share information amongst themselves. 

For many years now, UA Extension has held a “Growing Season in Review” Workshop for Arizona winegrowers, where we split participants up into groups, prompt them to discuss different periods in the growing season and then have them share with the larger group. There is so much knowledge for a new grower to learn from a more experienced one, but conversely, a new grower might be using a piece of technology that other growers have not been exposed to. I have also conducted workshops where all I provided was an introduction and some context and then let the growers lead the demonstrations. 

What I wish more people understood about Extension is the wide range of offerings that it provides, the countless talented members it employs, and the fact that most of our programming is available at no cost. I recommend that everyone go to our website (https://extension.arizona.edu/) to see what we have to offer.


Editor's Note: This article originally Appeared in Arizona Farm Bureau's Arizona Agriculture