Date: 24 November 2007 11:09

CAMBRIDGESHIRE IS JUST THE BUSINESS AT TOP AWARDS

A scheme which saw a massive drop in the sale of alcohol to children in 
Cambridgeshire scooped a top national prize at what is known as the 
'Business Oscars'.

Cambridgeshire County Council Trading Standards, backed by Sainsbury's 
supermarket, fought off stiff opposition to win the Better Regulation Award 
at the National Business Awards.

Cambridgeshire Trading Standards set out to tackle under age drinking after 
a survey showed 58 per cent of the shops tested sold alcohol to children as 
young as 15.

Trading Standards formed relationships with local businesses and partner 
organisations to promote its 'Think 21' campaign. This encouraged check-out 
staff to ask anybody buying alcohol who they thought looked 21 and under for 
proof they were 18 or over.

Recognising that the task of refusing to serve a young person can be 
difficult at the front line, it ran training for check-out assistants and 
administered 13,000 proof of age cards to support local businesses. 
Following the succesful campaign sales to underage drinkers have fallen from 
58 per cent to 15 per cent.

Cambridgeshire was one of 10 finalists at the awards and learnt that Prime 
Minister Gordon Brown had also been briefed on the successful Cambridgeshire 
campaign.

The National Business Awards has fast become a leading programme in 
recognising excellence in business achievement, innovation and success in 
the UK. With coverage in over 500 publications, featured on Sky TV and 
referred to by the Chancellor of the Exchequer as the 'Business Oscars.'

Sir Trevor McDonald hosted the ceremony which was opened with a welcome 
address on behalf of the Government by John Hutton, Secretary of State for 
Business, Enterprise and Regulatory Reform.

Cambridgeshire County Councillor, Victor Lucas, Lead Member for Communities, 
who collected the award said: "This award is national recognition of the 
brilliant and innovative work being carried out by Cambridgeshire County
Council Trading Standards working closely with partners in the police and 
health and voluntary sectors. Tackling
underage drinking is important in reducing crime and improving the health of 
our youngsters. We could have used the old tried and tested methods of 
prosecution but we wanted to work with traders to help them play their part 
in helping the communities. Traders gain very little if anything from these 
sales and in fact risk their licence to sell
alcohol. The dramatic drop in underage sales of alcohol speak for themselves 
and I would like to thank all the businesses that took part and especially 
Sainsbury's who not only embraced the Think 21 campaign but supported us in 
our bid for this award."

Nick Grant, Head of Legal Services for Sainsbury's Supermarkets 
Limited,said: "We are really pleased to have been able to support 
Cambridgeshire's award winning initiative to tackle underage drinking. This 
shows the true
value of a thoroughly joined up approach by retailers, Trading Standards, 
the police and other partners, working together."

John Reynolds