The PEI Liquor Control Commission launched a pilot project during the summer of 2013 to sell cubed bagged ice in select PEI Liquor corporate retail outlets across the province. The ice, as well as the coolers used to store it, bear the MADD Canada logo and responsible use messaging. A portion of proceeds from ice sales is donated to MADD Canada, a charitable organization committed to stopping impaired driving and supporting victims of this crime.
Over $1,400 has been raised to date through this initiative, and there are plans to expand the program to include more PEI Liquor corporate retail outlets across the province in 2014. The ice is priced with convenience in mind to minimize impact to sales at nearby retailers.
“The PEI Liquor Control Commission continues to find innovative ways to encourage responsible use. This initiative is one more way to promote the prevention of impaired driving, while providing a convenience to our customers and a fundraising opportunity for a worthwhile organization,” noted Hon. Robert Henderson, Minister Responsible for the PEI Liquor Control Commission.
“MADD Canada is pleased to be included in this new program and to benefit from it financially,” said Andy Murie, MADD Canada’s Chief Executive Officer. “Impaired driving continues to be the reason for a significant number of deaths and injury in this country. New forms of messaging to prevent this senseless crime are welcome.”