Tree Canada

Tree Canada

May 08, 2008 17:54 ET

Lifford Wine Agency-Winner of Tree Canada's Eterne Award

OTTAWA, ONTARIO--(Marketwire - May 8, 2008) - Lifford Wine Agency is this year's winner of Tree Canada's prestigious Eterne Award. This annual award is given to those corporations whose sponsorship of Tree Canada exemplifies the very best in environmental stewardship, and it provides recognition and appreciation to a company for outstanding commitment and contribution to our natural world.

Last night, Michael Rosen, President of Tree Canada, presented the Eterne Award to the Lifford Wine Agency at the Grand Tasting 2008 Event in Toronto, where over 350 guests enjoyed wines from 45 wineries from around the world represented by Lifford. All proceeds from the event are to be given to Delisle Youth Services, a Toronto-based youth organization.

"We've always been impressed by Lifford's creativity and innovation in merging environmental sustainability with good business sense," said Michael Rosen.

Lifford Wine Agency has shown real leadership in reducing its carbon footprint through tree planting. Two years ago, the company organized Canada's first carbon neutral event with Tree Canada and is now registered as one of Tree Canada's "Carbon Neutral Companies", offsetting the carbon emissions of their office and transportation through the planting of trees. Lifford is committed to other environmental initiatives as well, including the use of green, "Bullfrog Power" in their operations.

The company continued to mix its green thinking with sound business practices when it decided to create plantatree™ wine, the world's first carbon neutral wine. For every bottle purchased at the LCBO, Tree Canada receives a donation to plant one tree in the Sudbury area.

The grapes for plantatree™ are farmed using sustainable practices in California. They are then transported in bulk and bottled in Niagara in unbreakable, PET bottles which, when filled, are 50% lighter than glass and 100% recyclable. Since plantatree™ wine was launched last November over $100,000 has been earmarked for tree planting this spring.

"It is an honour to be chosen by Tree Canada for the Eterne Award. Plantatree™ wines is both a medium and a message," said Steven Campbell, Owner of the Lifford Wine Agency.

"By creating (to the best of our knowledge) the world's first carbon positive product, we sought to change the rationale for the choices consumers make when buying products, from the current practice of purchasing consumables at the lowest possible price with no concern for the ecological cost, to a new model where consumers pay for the whole cost of the product including the environmental cost," he explained.

About Lifford Wine Agency

Lifford Wine Agency is one of the largest suppliers of premium wines to the hospitality industry in Ontario. Lifford represents over 60 international wineries from every corner of the world. Their specialty is working with family-owned estate wineries that excel in producing wines that stand out as excellent examples of their terroir while offering superb value.

About Tree Canada

Tree Canada is a charitable organization established to encourage Canadians to plant and care for trees in urban and rural environments. A winner of the Canadian Environmental Award (2007), Tree Canada engages Canadian companies, government agencies and individuals to support the planting of trees, the greening of schoolyards, and other efforts to sensitize Canadians to the benefits of planting and maintaining trees. To date, more than 75 million trees have been planted, more than 450 schoolyards have been greened, and Tree Canada has organized seven national urban forestry conferences.

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