An entrepreneur is hoping to change the face of Oregon's wine industry by basing his vineyards in the hillsides near Silverton, rather than the more established Dundee.

Ken Johnston, general manager of vineyard operations for Winemakers Investment Properties, is developing more than 550 acres in the region, the Oregonian reports.

"There is an industry-wide perception that the east side of the valley doesn't grow as good a quality of wine grapes as the west side," Mr Johnston told the newspaper.

"I think we're going to change all that."

He plans to harvest the grapes mechanically in response to expected labour shortages in the state, as well as in an effort to deliver a more competitively-priced wine that will appeal to a broader range of consumers.

It follows news that Oregon's wine industry is reporting some success in its efforts to push its produce eastwards, shipping some $68,946 (£44,738) worth of wine to Hong Kong last year.