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The Scotch Whisky industry has reinforced its commitment to environmental sustainability with industry trade body, the Scotch Whisky Association (SWA), pledging its support to Message Matters’ client Keep Scotland Beautiful’s Clean Up Scotland campaign.

The Scotch Whisky industry has already committed to the most ambitious voluntary environmental strategy of any single UK manufacturing sector. This latest pledge reinforces the SWA’s commitment to place environmental sustainability at the heart of decision making and driving change in the way that the industry acts country-wide.

Signing up to the Clean Up Scotland pledge strengthens the SWA’s commitment to keeping Scotland beautiful, doing their bit and showing they care for Scotland and its environment. As part of the pledge, the organisation will also be working with members to promote the aims of the initiative and endorse Keep Scotland Beautiful as an environmental partner.

David Frost, Scotch Whisky Association Chief Executive, said:

“The Scotch Whisky Association is fully committed to raising our own and the Scotch Whisky industry’s environmental credentials. We have a great record here already, but our pledge to support the Clean Up Scotland campaign demonstrates that we are determined to take things even further. Our backing for this specific Scottish charity will ensure that our members, and their own communities, can see the big changes happening on their doorstep.”

This significant endorsement by the Scottish industry body is a welcome boost to Keep Scotland Beautiful’s Clean Up Scotland campaign, which is working to make Scotland clean and green, today and tomorrow.

Derek Robertson, Chief Executive of Keep Scotland Beautiful, said:

“Keep Scotland Beautiful welcomes the support of the Scotch Whisky Association for our Clean Up Scotland campaign. This significant backing from one of Scotland’s most iconic industries sends out a powerful message to businesses and consumers in Scotland.

“With over 500,000 individual Clean Up actions so far, people across Scotland are coming together, under the Clean Up Scotland Campaign, to change Scotland for the better. However, our challenge to make Scotland the cleanest country in Europe remains. We hope that the support of the Scotch Whisky Association will encourage more businesses and members of the community to sign up to the campaign.”

Keep Scotland Beautiful is calling for Scotland’s business community to step forward and demonstrate their support for Scotland’s local environment, the places where we live, work and spend our leisure time