Toshiba Canada Wins ENERGY STAR® 2010 Market Transformation Award

Markham, ON (June 22, 2010) Toshiba of Canada Limited was recognized for its contribution to marketing energy efficient products as Recruit of the Year at the 2010 ENERGY STAR Market Transformation Awards in Ottawa on June 9, 2010. The awards, presented annually by the Government of Canada, recognize leadership in a wide range of energy-efficient products, technologies and services.

ENERGY STAR is the international symbol for premium energy efficiency. Introduced in Canada in 2001, the ENERGY STAR label is displayed on 50 product categories. Depending on the type of product, an ENERGY STAR qualified model can reduce energy consumption and costs by 10 to 65 percent compared with a conventional product.

“As an environmentally conscious company, Toshiba strives in all its business practices to contribute to the future of a sustainable world,” said Chantale Mantha, Environmental Specialist. “We believe strongly that technological innovation holds the key to many of the solutions that are needed.”

Toshiba is a name that many Canadians associate with home entertainment systems and office equipment. Thanks to comprehensive marketing and educational efforts, it is now a name that is also associated with the ENERGY STAR symbol.
In 2009, all Toshiba televisions and the majority of Toshiba notebooks were ENERGY STAR qualified. Toshiba has worked hard to ensure that consumers and dealers alike know that its energy-efficient televisions and notebooks are environmentally friendly, with the ENERGY STAR symbol playing a prominent role.

Toshiba uses the ENERGY STAR symbol extensively on the packaging of qualified products, next to qualified products on the company's Web site and in product literature. Moreover, Toshiba has developed comprehensive environmental specification sheets to help educate consumers about its televisions and notebooks.

In August 2009, the "Ask What If" campaign was launched to educate consumers about leading-edge Toshiba technologies, including the advanced features that make its notebooks and televisions energy efficiency leaders. The campaign included a microsite and television and print advertisements.

Dealers and employees receive training on the energy-saving benefits of Toshiba televisions and notebooks. The company has dedicated dealer training sites for both products, and sales representatives are rewarded for taking online educational modules. Toshiba also requires all employees to complete a 15-minute online training module and quiz each year to ensure that they are up-to-date with the company's environmental commitments and practices.

ENERGY STAR
ENERGY STAR is a trusted consumer brand in Canada. A 2009 Ipsos Reid survey conducted on behalf of Natural Resources Canada found that consumers strongly preferred products with ENERGY STAR qualification over those without. For example, the survey found that seven out of ten consumers will select an ENERGY STAR-qualified product over other models when selecting a flat screen television or a refrigerator.
Product advancements and the availability of more efficient products for consumers contributed to a 25 percent improvement in energy efficiency between 1990 and 2005, which translates into $6.1 billion in energy savings in 2005 for Canadians.
For more information on ENERGY STAR, visit energystar.nrcan.gc.ca

Toshiba of Canada
Toshiba of Canada Limited is a subsidiary of Toshiba Corporation, one of the world's largest integrated manufacturers of electronic products and semiconductors. Headquartered in Markham, Ontario, Toshiba of Canada is a digital technology leader with a wide range of Audio Visual Personal Computers, notebook computers, high definition televisions, DVD players and Blu-ray players. Throughout its history, Toshiba’s commitment to technological and environmental innovations has distinguished the corporation from its competitors.

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Carla Maggiotto / Kiva Reardon
Media Profile
416-504-8464
carla.maggiotto@mediaprofile.com / kiva.reardon@mediaprofile.com