Read the case and answer the true or false questions and questions below based on you own understanding.

Ethical Perspectives Learning Activity 2: Canadian Terroir? Canadian Terroir? anadians love wine. Unfortunately, because of labeling to be changed. Wineries would like the ts frigid weather conditions, most of Canada is Liquor Control Board to "call a spade a spade" unsuitable for the development of vineyards. and indicate on the bottle labels that the blended The two notable regional exceptions include British wine is "bottled" in Canada but not "cellared" in Columbia's Okanagan Valley, which is blessed with a Canada. ETHICAL PERSPECTIVES Mediterranean climate, and southern Ontario, which For that matter, why blend the wines? Why not sell rests at the same latitude as France's Languedoc wine the pure Canadian wines as Canadian and the imports region. Wines from these Canadian regions have been as Australian and Chilean wines bottled in Canada, as awarded international honors and have been able to it is done in the United States? export some of their output. Yet without Canadian government subsidies, those wineries may not be TRUE/FALSE QUESTIONS: globally competitive. 1) Canada's domestic vineyards are located in the The small wineries of British Columbia and Mediterranean climatic region of British Columbia southern Ontario produce Canadian terroir that is and southern Ontario in Western Canada. relatively more expensive and of better quality than True or False? the wines produced by Canada's two biggest wine companies, Vincor Canada and Andrew Peller. Terroir 2) Because Canada has a small population, domestic (derived from "terre," the French word for "land") is wine supplies are almost enough to meet local defined as a group of vineyards or vines from the demand and very little imported wine is needed. same region, belonging to a specific appellation, and True or False? sharing the same type of soil, weather conditions, 3) Canadians consume a lot of blended wines that grapes and wine-making, which contribute to a are labeled as cellared in Canada. True or False? specific personality of the wine. The small wineries of British Columbia and southern Ontario believe that the image of Canadian terroir 4) The small wineries of Canada believe that the is being tarnished by Ontario government's Liquor image of Canadian wines is enhanced because of Control Board, which has approved labeling wine with blending with Australian and Chilean "terroir." True or False? up to 70 percent imported content (i.e., only 30 percent Canadian content) to be sold as Canadian wine. The "big two" wine companies that primarily sell these QUESTIONS: blended wines argue that because Canada is incapable 1) In the interest of globalization, do you believe that of being self-sufficient in wine production, there is no Ontario's Liquor Control Board is ethical in its wine choice but to blend the limited amount of Canadian labeling process? Explain your position. wine with cheaper imports from Australia and Chile to effectively compete in the Canadian market. However, 2) With the ongoing globalization process, do you the fine print on the bottle labels indicates that the think that as an institution, Ontario's Liquor imported wines were "cellared in Canada." Control Board is practicing good governance? In the interest of transparency in government Source: "Outsourc policy, the small Canadian wineries want the Source: "Outsourcing Terroir," The Economist, September 12, 2009, p. 44