Genuwine Cellars has taken a lead in environmental responsibility by sourcing several lumber products directly from sustainable sites in and around Central America. These certified plantations are supervised by forestry professionals, and are supported by a main office through regular field oversight. Monitoring efforts include: the tracking of all tree lots and permanent sample plots, as well as evaluating the overall condition of all plantation timber. From 1999 to 2007, these plantations have planted and developed more than 2,820,000 trees on three farms.
Genuwine has also formed longstanding relationships with local Canadian suppliers, including a number of FSC (Forest Stewardship Council) certified companies, CaGBC (Canadian Green Building Council) members, and members of Canadian organizations for the reduction of packaging, including EEQ (Eco Enterprises Quebec), MMSM (Multi-Material Stewardship Manitoba), and Stewardship Ontario.
Genuwine Cellars works with companies that offer a variety of LEED (Leadership in Energy and Environmental Design) certified materials, with a focus on limiting waste by using wood excess to heat their local facilities and run their dry kilns. Additional wood waste is also processed into wood mulch to be used in city parks, gardens, and playgrounds.