Fetzer
Vineyards Honored As A Brand With A Conscience
Award Recognizes
Sustainable Practices And Social Responsibility
Paris
Fetzer Vineyards has been named a 2007
Brand With A Conscience by the
Medinge Group www.medinge.org,
an international think-tank focusing on
branding and business. The award was presented
this week in France, where Fetzer joined
additional winners Whole Foods, Virgin
Group, IKEA, Adnams, Ecover, Freeplay
and RED.
The
nine diverse organizations demonstrate,
according to Stanley Moss, chief executive
officer of Medinge, that it is possible
for brands to succeed as they contribute
to the betterment of society by sustainable,
socially responsible and humanistic behavior.
Nominees are judged, says Moss, on principles
of humanity and ethics, rather than on
financial worth. Criteria include evidence
of whether or not the brand takes risks
in line with its beliefs and the evaluation
is based on reputation, history and an
assessment of expressed values of sustainability.
Fetzer
has long been known for its triple-bottom
line approach to the wine business, says
John Tichenor, Group Brand Director for
Brown-Forman. We try to live up to our
promise to produce wines that are recognized
to be as good for the planet as they are
for the palate, and were grateful to join
companies such as Whole Foods and the
Virgin Group in earning this recognition,
he added.
Among
Fetzers approaches to sustainability are
the wine industrys largest solar installations,
the extensive use of bio-fuels in running
both farming equipment and trucking fleets,
extensive recycling that has resulted
in Fetzer being named a zero-waste business,
and a new agreement to join the California
Climate Action Registry, which will help
establish the impact of Fetzers actions
on global climate change. Fetzers new
solar arrays will remove enough emissions
to equate to removing 80 cars from American
roads for a year, each year.
Fetzer
Vineyards produces earth-friendly wines
at its home in Hopland, Mendocino County,
USA. Learn more about Fetzer Valley Oaks
wines at www.Fetzer.com.