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COORS BECOMES SUPPORTER OF UNIQUE ENVIRONMENTAL COALITION HELPS FUND PILOT RICE FIELD/WETLANDS PROJECT

 GOLDEN, Colo., March 17 /PRNewswire/ -- Coors Brewing Co. today announced its support for a unique environmental partnership in California that has united often disparate interests in an innovative rice field/wetlands project involving The Nature Conservancy, Ducks Unlimited, the California Waterfowl Association and the California Rice Industry Association.
 The partnership, which represents environmental interests, wildlife groups, the agricultural community, government and industry, is working together to fund and implement the experimental project, which could lead to environmentally friendly opportunities in rice farming, while creating valuable seasonal wetlands for wildlife preservation. Coors contributed $50,000 to the ambitious three-year effort through its Pure Water 2000 program, a national public awareness and grassroots action campaign dedicated to conserving, preserving and cleaning up America's water resources.
 "This project exemplifies the true spirit and intent of environmental partnerships, and we're delighted to play a role in helping to make it possible," said Peter Coors, chief executive officer of Coors Brewing Co. "Over the past four years, Coors Pure Water 2000 has worked with environmental groups on more than 600 water protection and preservation projects. This venture continues our commitment to working with the environmental community for positive problem solving."
 The project, called the Ricelands Habitat Partnership, is underway in California's Sacramento Valley. Its goal is to find out if winter flooding of rice fields will increase the area's waterfowl population and conserve water, while providing a new method for rice farmers to clear fields of straw and stubble after harvest.
 "This project has the potential to deliver multiple environmental rewards," said Harvey Carlson, Regional Operating Director in the Nature Conservancy's California Office. "More important, it shows how differing interests can unite in a positive way to address conservation issues."
 "The business community must join with other interest groups in taking an active role in helping to preserve and protect our natural resources," Peter Coors added. "Water is one of the nation's most precious resources, and we can ensure its supply for the future by working together and using it wisely today.
 Peter Coors, a former president of Ducks Unlimited, noted that the bulk of rice purchased by Coors to make its beer is grown in this region of California. Therefore, the brewer wants to participate in the wise stewardship of local resources, particularly in an area and state subject to drought and complex water allocation issues.
 The U.S. Bureau of Reclamation donated 5,000 acre-feet of water, which was spread over about 12,000 acres of rice fields in an initial experimental project in December. The water will be allowed to stand through the winter, and will be released in March.
 -0- 3/17/93
 /CONTACT: Dave Taylor of Coors Brewing Co., 800-525-3786; or Sherry Spector for Coors Brewing Co., 212-887-8245/


CO: Coors Brewing Co.; The Nature Conservancy; Ducks Unlimited;
 California Waterfowl Association; California Rice Industry
 Association ST: Colorado, California IN: SU:


MC -- DV003 -- 8949 03/17/93 14:12 EST
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Publication:PR Newswire
Date:Mar 17, 1993
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