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STUDIES CONFIRM, TRU ORGANIC SPIRITS THE WORLD'S MOST RADICALLY CARBON NEGATIVE CONSUMER PRODUCT

LOS ANGELES, March 31, 2009—Exactly one year after its inception, TRU Organic Spirits released the results of two independent studies which confirm that the brand's portfolio of handcrafted vodkas and gin is the most dramatically carbon negative consumer product on the market. The studies take into account how TRU is produced, packaged, shipped, and marketed as well as the company's groundbreaking post-production practice of planting a tree for every bottle sold. The findings, determined by Four Elements Consulting, LLC and Environmental Services, Inc., assess carbon dioxide output equivalents (CO2eq) produced in the making of TRU, as well as how these are offset by the CO2 absorbed by the specific trees planted. The results of these studies are unprecedented, and show that TRU IS 760 TIMES CARBON NEGATIVE. While a bottle of TRU creates 1.04 kg of CO2eq pollution from farm to customer, a tree planted for each bottle absorbs 790 kg of CO2 over its lifetime, producing a net negative 789 kg carbon footprint. TRU plants its trees through Sustainable Harvest International, a Maine-based non profit. Since TRU launched last year, they have planted over 50,000 trees.

"We've taken decisive steps to support clean farmland and groundwater through the use of certified organic ingredients, and reduced waste and pollution through lightweight, recyclable, dual-use packaging," says Melkon Khosrovian, co-founder and spiritsmaker of Modern Spirits, which produces and owns TRU. "These steps, however, simply aren't enough to undo generations of damage to our eco-system. By planting a tree for each bottle sold, we are taking tangible and significant action to pay back our debt to nature. We are extremely pleased by the results of these studies, because achieving a significantly carbon negative footprint for TRU ties our success directly to reversing environmental degradation."

TRU hopes to raise awareness of the environment in an industry that seems more in touch with the past decades' excesses than today's eco-minded sensibilities. "Simple choices matter. It is our goal to inspire the consumer to reduce their carbon profiles through smarter consumption and positive action," says Khosrovian. In addition to the studies, the company lists links and tips on its site (truvodka.com/links.html) to help people learn the facts, connect with others and take action.

The Findings

CO2eq generated per TRU bottle CO2 absorbed per tree The net results

Production per Btl          

Ingredients

Packaging

Manufacturing per Btl

Energy

Materials

Distribution per Btl

Shipping 

Materials 

Storage per Btl

Storage

 

0.10 kg

0.43 kg

 

0.04 kg

0.02 kg

 

0.30 kg

0.05 kg

 

0.09 kg

Seedling to Maturity

Avg CO2 absorbed/yr

Avg lifespan

Total

Additional CO2

  absorbed by roots

 

 

13.74 kg

50 yrs

687 kg

15%

  

790 ÷ 1.04 = 760
TOTAL per Btl 1.04 kg Total

790 kg

   TRU is 760 times carbon negative

What's the shared impact of TRU's carbon negative footprint? A single TRU organic cocktail will more than negate an American's average carbon footprint for a day. (Two ounces of TRU vodka or gin help remove 62 kg of CO2, while an American on average produces 55 kg of CO2 per day, leaving a balance of negative 7 kg.). "This isn't a license to drink your way to a better planet," notes Khosrovian. "But when you enjoy drinks responsibly, you can choose to make it count."

Background

Prior to launching TRU, the company conducted an internal study on all aspects of the product, packaging and transportation to ensure the smallest possible footprint for the portfolio. It settled on the following to minimize raw material use, transportation pollution and waste:

  • Stylish, functional bottles that weigh 25% less than heavy-bottom styles (620g vs typical 800-1,000g),
  • Renewable and recyclable packaging (corn-stock labels with soy inks, PET vs PVC capsules, recyclable synthetic corks and 35% post consumer waste recycled cardboard for cases) and
  • Primarily local or regional ingredients (San Diego lemons, American wheat).

In May 2008, three months after launching TRU, the company initiated a third-party analysis of its products' impacts on the environment to guide future reductions in the portfolio's carbon footprint. The first fruit of this effort was a redesigned shipping box that combined three previously separate items: protective shipping case, shelf display built into the unit's bottom, as well as a shelf talker built into the unit's flap.

About TRU Organic Spirits

TRU is a sustainable line of vodkas and gin made in Los Angeles by Modern Spirits. With an innovative and activist approach to their craft, they make spirits without compromise. Ingredients are organic, packaging is sustainable and for every bottle sold, the company plants a tree. Founded in 2004 by husband-and-wife team Melkon Khosrovian and Litty Mathew, the heart of Modern Spirits' philosophy is based on their passion for flavors, Slow Food ideals and deeply engrained eco-sensibilities. More at www.TRUvodka.com.

About Sustainable Harvest International

Sustainable Harvest International (SHI) is a non-profit organization based in Maine that provides farming families in Central America with the training and tools to overcome poverty while restoring our planet's tropical forests. Since its initiation 11 years ago by returned Peace Corps Volunteer, Florence Reed, SHI has assisted more than 1,850 families in over 120 rural communities throughout Belize, Honduras, Nicaragua and Panama. SHI's 40 local field trainers have helped families to plant more than 2.5 million trees and convert thousands of acres of land to sustainable uses, thereby saving tens of thousands of acres from slash-and-burn destruction. More at www.sustainableharvest.org.

About Environmental Services, Inc.

Founded in 1986, Environmental Services, Inc. (ESI) is a full service environmental consulting firm with more than 150 employees in 15 offices throughout the region. ESI specializes in ecological services, environmental site assessment and remediation, sustainable consulting, archeological and cultural resource studies, forestry and land management, stream restoration, and GIS. More at www.esinc.cc.

About Four Elements Consulting, LLC

Based in Seattle, Wash., Four Elements Consulting, LLC is a boutique consulting firm that specializes in Life Cycle Assessment (LCA) and Greenhouse Gas (GHG) services. Four Elements helps global corporations, federal and local governments, and non-governmental organizations to find valuable environmental and cost management solutions for their products and operations. More at www.fourelementsllc.com.

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