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<DIV> </DIV>
<DIV style="FONT: 10pt arial">
<DIV><B>Sent:</B> Friday, May 02, 2008 10:36 AM</DIV>
<DIV><B>Subject:</B> From today's Toronto Sun</DIV></DIV>
<DIV><BR></DIV>
<DIV class=Section1>
<P class=MsoNormal><B><SPAN
style="FONT-SIZE: 22.5pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">LCBO's
'Enviro-Chic' is an enviro-sham<o:p></o:p></SPAN></B></P>
<P class=MsoNormal><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'"><o:p> </o:p></SPAN></P>
<TABLE class=MsoNormalTable style="WIDTH: 100%" cellSpacing=0 cellPadding=0
width="100%" border=0>
<TBODY>
<TR>
<TD
style="PADDING-RIGHT: 0cm; PADDING-LEFT: 0cm; PADDING-BOTTOM: 0cm; PADDING-TOP: 0cm">
<P class=MsoNormal style="MARGIN-BOTTOM: 12pt"><B><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">By
DAVID MENZIES</SPAN></B><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">
<o:p></o:p></SPAN></P></TD>
<TD
style="PADDING-RIGHT: 0cm; PADDING-LEFT: 0cm; PADDING-BOTTOM: 0cm; PADDING-TOP: 0cm">
<P class=MsoNormal style="BACKGROUND: #f8f8f8"><SPAN
style="FONT-SIZE: 8.5pt; COLOR: #575757; FONT-FAMILY: 'Arial','sans-serif'"> <o:p></o:p></SPAN></P></TD></TR></TBODY></TABLE>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Combining
a slick PR strategy along with self-congratulatory radio ads, the LCBO has just
wrapped up its "Enviro Chic: The Evolution of Packaging" campaign.
<o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Hopping
aboard the oh-so-fashionable green bandwagon, the state-sanctioned liquor
monopoly is positioning itself as an environmental champion after "challenging"
its suppliers to reduce packaging. <o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">But
while the LCBO's environmental pronouncements appear bubbly, upon sober second
thought, Booze Inc.'s environmental bravado is enough to drive one to drink.
<o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Essentially,
the LCBO's environmental strategy boils down to simple weight reduction given
that some suppliers are eschewing glass for aluminum, Tetra Pak and plastic. But
doing what's right for the environment entails a more comprehensive approach
than merely putting containers on a diet. <o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">For
starters, consider the LCBO's push for wine suppliers to drop glass bottles in
favour of Tetra Paks. Undeniably, a Tetra Pak carton is lighter than a glass
bottle; however, the recycling rate for Tetra Pak containers is abysmal.
According to Waste Diversion Ontario, a minuscule 12.7% of Tetra Pak packaging
was recovered in 2005, meaning 87.3% ended up in landfill. And Tetra Paks, like
Toronto's garbage, must be shipped to Michigan for processing since there aren't
any facilities to recycle Tetra Paks in Ontario. <BR
clear=right><o:p></o:p></SPAN></P>
<TABLE class=MsoNormalTable cellPadding=0 align=right border=0>
<TBODY>
<TR>
<TD
style="PADDING-RIGHT: 0cm; PADDING-LEFT: 0cm; PADDING-BOTTOM: 0cm; PADDING-TOP: 0cm"></TD></TR></TBODY></TABLE>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">As well,
the Toronto Environmental Alliance -- which refers to the LCBO's "Enviro Chic"
initiative as "Enviro Sham" -- notes Tetra Paks are derived from virgin pulp and
aluminum. As such, the manufacture of Tetra Pak containers requires excessive
energy consumption and needlessly depletes natural resources.
<o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">By
comparison, TEA notes almost 100% of all refillable glass bottles are recovered.
<o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">"Looking
simply at the weight of the packaging ignores all the other environmental damage
done by single use containers," says TEA's Franz Hartmann.
<o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">FOREIGN
PLONK <o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Misleading
environmental claims aside, there's an even more insidious reason why the LCBO
is embracing "alternative packaging." Tetra Paks typically contain foreign plonk
such as French Rabbit (not even sold in France). The reason: The LCBO prefers
foreign wine over the domestic product as it perceives Ontario vintners as a
competitive threat due to their on-site wine stores. <o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">This is
the unspoken reason why Ontario wines are treated as second-class citizens at
LCBO stores. According to the Wine Council of Ontario, Ontario wines can account
for up to 30% of total LCBO wine sales. Yet, many LCBO stores give Ontario wines
as little as 14% shelf space. Since the LCBO is always under pressure to return
more dividends to the province, the liquor board isn't keen on seeing the
domestic industry succeed. Indeed, regulations actually prohibit Ontario VQA
wines from being sold in Tetra Pak containers. <o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Meanwhile,
the best environmental stewardship project launched in Ontario in recent memory
is Bag It Back, the deposit/return scheme designed to divert spent wine and
liquor containers from the blue box system. How curious the LCBO wanted nothing
to do with Bag It Back; in fact, the liquor monopoly tried to kill the
initiative. <o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Indeed,
you may be wondering why liquor and wine bottles purchased at LCBO stores must
be returned to The Beer Store chain. Alas, the back story behind Bag It Back
makes for fascinating reading. Essentially, in a last-ditch attempt to torpedo
the deposit/return scheme, the LCBO informed its ministerial masters its stores
weren't equipped to handle empties. The LCBO's spin doctors gambled this
falsehood would kill the program outright. They were dead wrong.
<o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Instead,
the province enlisted the brewers to run the program. If anything, the LCBO
forfeited a golden marketing opportunity. The liquor board could have taken
environmentalism upscale by positioning itself as a true environmental champion.
Instead, The Beer Store now receives those accolades. <o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">PLAN B
<o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Apparently
desperate for an environmental win, the LCBO has switched to Plan B: Namely,
focus on packaging weight. <o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">What
does the LCBO have to say in defence of its Enviro Sham -- er -- Chic campaign?
Not much. Lyle Clark, the LCBO's environmental affairs specialist who solicits
environmental feedback via the LCBO's website, refused to comment.
<o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Bottom
line: As domestic wine producers continue to get the shaft at the LCBO -- and
after missing the boat on Bag It Back -- the LCBO continues to champion bogus
environmental initiatives all in an effort to make it seem as though it's doing
something proactive. <o:p></o:p></SPAN></P>
<P class=MsoNormal
style="mso-margin-top-alt: auto; mso-margin-bottom-alt: auto"><SPAN
style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 'Arial','sans-serif'">Your tax
dollars hard at work yet again, folks<o:p></o:p></SPAN></P>
<P class=MsoNormal><o:p> </o:p></P></DIV><BR>
<P><FONT size=2>No virus found in this outgoing message.<BR>Checked by
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