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Cork producers target UK market with myth-busting campaign

The Portuguese Cork Association (APCOR) is targeting the UK with a new campaign that it says aims to "debunk popularly held myths" about natural cork.

Portugal is the world's largest cork-producing country and the campaign seeks to persuade consumers that using cork is a sustainable process as the harvesting guarantees the trees' survival.

APCOR research found that while 96% of UK wine drinkers said they recycled the bottles, the environment was the last thing on the mind of 63% of them when at the point of purchase.

The survey of 1,500 wine drinkers found only 4% preferred plastic stoppers.

The campaign website is www.ilovenaturalcork.co.uk and APCOR will use Facebook and other social networking sites as well as in-store activities and road shows over the next 12 months.

TOP THREE CORK MYTHS

Trees are cut down in the production of cork
APCOR said not a single tree is felled. It takes 25 years for a tree to be ready to harvest, and bark is collected every nine years.

Screw caps are the most environmentally friendly closure
Cork is 100% natural and renewable and APCOR said responsible for 10 times less carbon dioxide emissions than plastic stoppers and 24 times less than screw caps

Corked wine is an issue with natural cork
APCOR said the sector has invested millions in tackling the taint and the tainting was in line with other recorded faults from other closure types.