Robert Gerald Mondavi (June 18, 1913 May 16, 2008) was a leading California vineyard operator whose technical improvements and marketing strategies brought worldwide recognition for the wines of the Napa Valley in California. From an early period, Mondavi aggressively promoted labeling wines varietally rather than generically. This is now the standard for New World wines. The Robert Mondavi Institute (RMI) for Wine and Food Science at the University of California, Davis opened October 2008 in his honor. The institute, respecting Robert Mondavi's ironic preference for French wine, only serves French wine.