Corporate Social Responsibility
Corby believes that good corporate citizenship implies more than compliance with the laws, regulations and industry practices of the jurisdictions in which we operate. Through our actions, we hope to demonstrate social leadership in a number of areas:
Responsible Consumption
We recognize, by the very nature of the products that we sell, that Corby has a special responsibility to its consumers to encourage the moderate and responsible consumption of its brands.The company campaigns actively against excessive or inappropriate alcohol consumption, aware of the social consequences of such behaviour. This commitment manifests itself in the following ways:
While Corby believes that most people drink sensibly, enjoyably and safely, we play an active part in ensuring that our consumers are aware of the benefits of moderate consumption and the risk to health and society from excess or inappropriate consumption. We take our responsibility to our consumers and employees seriously and have clear policies for the advertising, marketing and promotion of our brands.
Our efforts include:
- Recogniton of our responsibility in a Code of Conduct
- Internal advertising review teams at Corby, augmented by an advertising review board at our majority shareholder Pernod Ricard, ensure that all consumer and trade advertising and promotional material meets our corporate standards of social responsibility. As an additional step, we engage the Advertising Standards Canada, an industry sponsored agency, which reviews our electronic and print advertising against the standards set by the Canadian regulatory authorities.
Corby is a founding and active member of the Association of Canadian Distillers (ACD), an association involved with social responsibility programs in collaboration with governments, public health agencies, educators, law enforcement agencies and many other stakeholders across Canada. The ACD has participated in the development of several important messages and initiatives to remind and encourage consumers who choose to drink beverage alcohol, to do so responsibly. Specific local programs of note include:
- Ontario Community Council on Impaired Driving (OCCID)
ACD provides funding for the OCCID’s Passport to Safety booklet which they use to support their annual “arrive alive – drive sober” campaign. These booklets form the backbone of OCCID’s “passport” and are distributed across the province. - The Student Life Education Company (and Bacchus Canada)
As the only Canadian organization whose primary focus is on teaching college and university students about alcohol, the ACD provides ongoing support for Student Life. Funding assists the development of alcohol awareness materials which they supply to their member schools. - Traffic Injury Foundation of Canada (TIRF)
TIRF is one of the world’s leading traffic safety research organizations and is regularly contracted to complete a wide range of highway safety research projects for governments and transportation entities all over the world. As part of it’s work, TIRF is very active in examining and researching issues involving impaired driving particularly around the threshold of impairment. The ACD is a sustaining supporter of TIRF and specific research projects undertaken by the group. - Canadian Centre on Substance Abuse
Spirits Canada, together with the national brewers and vintners associations, is a sustaining sponsor of CCSA’s National FAS and FASD Information Hotline and Resource Centre. This service offers up-to-date information and referral services on FAS and FASD to health and medical practitioner’s right across Canada.
The ACD was a major sponsor of CCSA’s inaugural Issues of Substance Conference in 2006, an undertaking that drew some 300 expert participants and experts on substance abuse issues from across Canada and the United States.
Over the last 3 years, CCSA (together with Health Canada) served as co-chair of the group that oversaw the development of a new national strategy for alcohol in Canada. Spirits Canada devoted significant time and resources in support of CCSA’s role to successfully develop this new strategy - The Jean Tweed Centre
Located in Mississauga, Ontario the Jean Tweed Centre is one of Canada’s leading rehabilitation facilities for helping women, especially young women and those with pre-adolescent children, overcome problems with alcohol and drugs. - Ontario Association of Chiefs of Police (OACP)
The Association has enjoyed a long relationship with OACP and has participated in and supported a number of their programs including their annual Drive Safe! public awareness campaign - Canada Safety Council (CAS)
The ACD are sustaining supporters of the CAS and support the work they do in highlighting safety issues for Canadians. Projects include international research undertaken by CAS on the use and efficacy of administrative roadside suspension programs and their effectiveness versus the lowering of criminal code impairment thresholds statutes. - Educ’alcool
The spirits industry is one of the principal funders of Educ’alcool, a Montreal based organization mandated to educate Quebec consumers about beverage alcohol. While Educ’alcool occupies a leadership position in developing programs for informing people about the appropriate role of alcohol in Quebec life, their messaging has also been used by numerous other provinces. - Passport to Ride
Since 1999 the ACD has sponsored the Christmas season Passport to Ride don’t drink and drive campaign. This campaign is a joint effort of 10 police forces in Ontario including the Ontario Provincial Police, Durham Regional Police, Toronto Police Services, York Regional Police, Peel regional Police, Hamilton Police, Halton regional Police Service, the Barrie Police and the South Simcoe Police. Spirits Canada joins other corporate sponsors to bring a timely reminder of the dangers of drinking and driving during the holiday season. - LCBO Spirit of Education Scholarship
Each year, the ACD partners with the LCBO to encourage the sons and daughters of LCBO employees to think about how to communicate the importance of responsible consumption to their peers. This is done through an annual essay contest, the winner of which receives a bursary matching their college or university tuition for the ensuing year. In addition, they support summer employment for the winning essayist with The Student Life Education Company to help organize back-to-school campaigns for their fellow college and university students. - “To a Breathalayser” Poster Program
Each year, the Association reprints copies of the “To a breathalayser, they’re all the same” poster for distribution and posting at hundreds of sites across Canada. The Association regularly receives requests for these posters from police forces, educational institutions, health authorities and many other organizations who wish to use the posters to illustrate that it doesn’t matter whether you drink beer, wine or spirits, if you abuse any of them, you will be in difficulty. In 2006, they also partnered with Pardons Canada, a federally sponsored agency to display these posters in various rehabilitation and detention centres in every province. - Server Training
The ACD supports a variety of programs that provide server training for hospitality industry workers. We have provided development funding to the ASIP program in Alberta, similar initiatives in Prince Edward Island and Manitoba. Asociation executives also currently participate on the board of Smart Serve, the organization charged by the Ontario government to provide beverage alcohol server training in Ontario.
- Ontario Community Council on Impaired Driving (OCCID)
Environmental Impact
Corby strives to conduct its commercial activities in ways that conserve natural resources and respect the environment. This commitment means using the best techniques available, improving energy efficiency, promoting recycling and limiting production of waste and pollution. Specific efforts designed to reduce our impact on the environment include:
- The Corby production facility in Montreal, Quebec is ISO 9002 certified and follows all local environmental and recycling requirements for both current production and the disposition of any old stock.
- Packaging alternatives
- Energy efficient light-bulbs are used and a timed thermostat reduces energy in intermittently used building areas;
- Recycling bins for paper throughout our offices;
- A recycling firm is engaged for shredded paper;
- Toners are recycled, equipment is in service until no longer usable and where appropriate, is then shipped to the manufacturer for integration into their recycling program; and
- Envelopes for internal mail are re-circulated; refillable pens are supplied; recycled paper is purchased for printers, fax machines and photocopiers.
Health and Safety
Corby is committed to ensuring the health, safety and welfare at work of all employees and others who come into contact with our businesses. Safe working practices will be implemented and operations will be conducted to the highest standards of hygiene and cleanliness.
Local Community Involvement
It is important for Corby to have the support of its local community and to give practical demonstrations of our position as a responsible and welcomed partner for community groups, government and non-governmental organizations.
Corby Donates a Portion of 2007 Holiday Gift Pack Sales to Help Fight Hunger
Over the course of the 2007 Holiday season, Corby donated $1 from the sale of its gift packs through the LCBO to the Ontario Association of Food Banks (OAFB), culminating in a $20,000 donation in March, 2008 that will support the organization’s efforts to distribute food across Ontario.
“The sad fact is that one in five food banks in Ontario do not have enough food to meet the needs of those they serve,” says Adam Spence, Executive Director of the OAFB. “Corby’s commitment during this past holiday season will help us immensely to transport food to communities across the province from Niagara Falls to Thunder Bay.”
The OAFB is a network of food banks working to end hunger in 119 communities across Ontario. Every month, over 330,000 Ontarians are served by food banks, with 40 per cent of those served being children. Visit www.endhunger.ca.
Pictured above at the cheque presentation, from left to right: representing Corby Distilleries Ltd.,Stephane Cote, Provincial Manager Ontario and Con Constandis, President and CEO; Michael Riley, Spirits Category Director, LCBO; Tess Michelis, Marketing Manager, Corby Distilleries Ltd.; Representing the OAFB, Nicola Cernik Member Relations Coordinator, Renee Beneteau Development Manager, Todd Jaques, Operations Manager and Sandy Singers, Chair, Board of Directors.
Corby Distilleries Limited Tops $60,000 with Latest Gift to Daffodil Place in St. John’s
Over the 2008 Holiday season, Corby Distilleries Ltd. partnered with Newfoundland and Labrador Liquor Corporation to give back to the local community in St John’s for the second consecutive year. A total of $60,000 has now been raised for The Daffodil Place Campaign through sales of Lamb’s Palm Breeze Amber Rum, Newfoundland’s #1 selling spirit brand.
Daffodil Place, a 24 room facility to be operated by the Canadian Cancer Society, Newfoundland and Labrador Chapter, will increase access to care and provide a home away from home for the growing number of cancer patients seeking treatment. It will also serve as a community center for a variety of cancer initiatives, and patient support programs and is scheduled to open in early 2009.
Alan Doyle of Great Big Sea and member of the Daffodil Place Campaign Cabinet said, “Since Daffodil Place was launched in May of 2007, we have seen great commitments from corporate entities and we are very pleased to have Corby Distilleries Limited show their support to the people of Newfoundland and Labrador by making another generous gift on behalf of Lamb’s Palm Breeze Amber Rum”.
Rick Hollihan of Corby Distilleries Limited, stated that “The 2008 Daffodil fundraising campaign in liquor stores again surpassed our expectations and we are thrilled that consumers showed their support and we are able to give back to such a worthy cause.” Hollihan added, “Lamb’s Palm Breeze Amber Rum is proud to participate in a project that touches so many families throughout Newfoundland and Labrador."
Attending the cheque presentation, from Left to Right: John Steele, Daffodil Place; Tracey Mercer, Corby; Alan Doyle, Great Big Sea; Tracie Redmond, Corby; Rick Hollihan, Corby
Financial Support
Corby supports fundraising directed towards many charitable causes, including The Kidney Foundation, Diabetes research, Breast Cancer research and The Heart and Stroke Foundation.
Corby has historically supported the local communities within which it operates through its trade partners, the Provincial Liquor Boards and on-premise customers. Our activities include volunteer support, fund raising or gifts in kind for the charities that these organizations support in many communities across Canada.
To cite one such example, Corby participates in the We Care golf tournament and ski day in support of Friends of We Care a division of the Easter Seals Society which supports the ESS summer camp program; and, Camp Oochiegas for children living with cancer. All three events are in partnership with the Liquor Control Board of Ontario (LCBO).
Volunteer Activities
Corby employees routinely support local charitable fundraising efforts held by charitable causes like the Canadian Cancer Society, Cystic Fibrosis Foundation and local hospital groups across the nation. It is company policy to support employee efforts in this regard with cash donations and time off to participate when required. The most recent examples of Corby employees giving back to their local communities are summarized below.
Corby Head Office teams generate over $25,000 towards The Juvenile Diabetes Research Foundation's Ride for Diabetes Research.
On September 19th, 2008 at Toronto City Hall 10 teams from Corby Head Office raised in excess of $25,000 in the Ride for Diabetes Research.