May (2015) For the first time in its nine-year history, the VQA Promoters Award (LCBO Category) has been presented to a staff member in the Eastern Region.
CSR Ed Smith, who works at a store in Ottawa-Orleans, earned the 2015 award rendered annually by Brock University to an LCBO employee who tirelessly champions Ontario wines.
“This is a real boost to all of us in Eastern Region,” says an exuberant Ed.
Thanking LCBO management, his colleagues and Brock University for their support, Ed says his passion for Ontario wines was kindled in 2000 after attending a seminar on the subject.
“I share the passion of our Ontario wine makers,” explains the 19-year employee. “It’s my province and I want to show customers that we can create wines here that are as good as anyone else’s, if not better.”
To prove his point, he routinely leads shoppers requesting a French or Italian label to the Ontario section where he suggests a product he feels is an equivalent or superior choice.
“People in this district buy Ontario wines because they taste good and they want to support Ontario wineries,” says Ed, who learned of his win last February.
He pulled out all stops during last year’s annual Ontario wine promotion to contribute to the store’s impressive Ontario wine sales. His store ranked tops in the province for the period, second only to Toronto’s Summerhill store, in VQA sales.
“Ed challenged himself as well as the rest of the staff to come up with creative ways to increase Ontario VQA wine sales,” recalls the store’s then-manager Kevin Charlebois, who nominated Ed for the award. “Two staff members helped him manage the Ontario section and engaged customers by offering them information packages on the benefits of shopping local.”
Other promotional strategies, adds Kevin, now manager of the LCBO’s store on Ottawa’s Rideau Street, included an eye-catching Ontario VQA display featuring Thanksgiving wines and profiling local wines as “staff picks” at checkouts.
“I congratulate Ed on this well-deserved recognition,” said Kevin. “I know his leadership will continue to help grow Ontario wine sales at the LCBO.”