Mayor outlines town's support for Diageo workers, pushes back on online critics

The Diageo Crown Royal bottling plant in Amherstburg. - Photo courtesy of Windsor Aerial Drone Photography

The Mayor of Amherstburg, joined by council colleagues, has stated the town’s support for Diageo workers and also swiped back at social media comments regarding the town's role in the process.

Mayor Michael Prue said he is “deeply disturbed” about social media comments about the town’s reaction to the Aug. 28 announcement and outlined several ways that he said he, council and administration have stepped up not just in this situation, but also the municipality’s economic development efforts.

Since Diageo’s announcement, Prue said the town is “not sitting still waiting for solutions, we’re going after them.” He said letters were sent to Premier Doug Ford, Essex MPP Anthony Leardi and Essex MP Chris Lewis. Meetings have been held with members of Ford’s office with further meetings with Leardi and Lewis planned.

Prue said they have met with the Ministry of Economic Development, Job Creation and Trade to discuss current business attraction submission and grants.

“I want to publicly thank the Premier’s office for responding quickly to our letter and request and helping to forge paths for new opportunities in the wake of Diageo’s devastating news,” said Prue.

Leardi and Lewis were also thanked for their quick responses and defense of the community.

“We’ve met with the Windsor Chamber, the Amherstburg Chamber and Invest Windsor-Essex to discuss federal programs and a vice president from FedDev for programs for Amherstburg to pursue,” said Prue.

The issue has also come up at Essex County council.

“Administration has had correspondence with three businesses interested in potential re-investment in Diageo properties and is creating a portfolio of the site for prospective investors once we understand Diageo’s plans,” said Prue.

The town has reached out to Workforce Windsor-Essex on potential workshops or supports for Diageo workers. He added regional partners are connected with so supports are ready when and if Diageo employees need them.

Prue accused critics of trying to "undermine" the town's efforts to attract and keep investment to the community.

"Your words are not harmless criticism. They are actively damaging the hard work of council, administration and our partners,” he said publicly during Monday night's meeting.

The mayor outlined measures he said the town has taken regarding both Diageo and economic development as a whole.

Between 2013-19, building permits at Diageo totalled $2.5 million in construction value.

“Does this sound like a signal that the business is leaving?” said Prue.

In 2022, Diageo has worked with the Amherstburg Community Foundation on tree plantings along William St. and also noted in 2024, the union said workers were being called back.

“Again, does this sound like a business willing to leave?” he asked.

The mayor said he was proud of attending photo ops and ribbon cuttings over the last few years, stating 36 new businesses and 240 full and part-time jobs came to town.

“I’ll gladly smile for these photo ops,” he said.

Companies who want to locate in a town consider “the overall package” including parks, culture, entertainment and recreation for employees.

“These are the realities when attracting investment that council considers when making every decision it makes,” he said.

Town council has approved several initiatives aimed at driving economic development, including the creation of an economic development officer in 2023.

Deputy CAO/director of development services Melissa Osborne said the town has approved the creation of an economic development community improvement program, which include financial incentives and are available for new and existing businesses.

Osborne also pointed out the Howard Industrial Park and the work that went into that and is still continuing. She said rezoning is scheduled to come before town council Sept. 22, and said that will allow for quicker approvals of industrial development and opportunities for investors to pursue grants.

Provincial grants are also being sought regarding the Howard Industrial District, she added.

Work has taken place with the Amherstburg Chamber of Commerce, Invest Windsor-Essex and others to try and attract investors, Osborne indicated.

The town has also created an economic development newsletter, Economic Development Weeks, and created engagement and networking opportunities. Engagements with partners also occur, she added, and resource guidance also takes place.

“Does that sound like a council that is standing still or a council that is moving forward?” said Prue.

Prue called for the community to unite, and said real leadership is building up, not tearing down. He thanked those that attended last Wednesday’s rally at the plant and “showing those workers they are not alone.”

“I am very proud you did what you did,” he said.

Members of town council also called for the community to come together.

Councillor Molly Allaire said “what has happened to our town is both heartbreaking and deeply disturbing.” Allaire thanked the mayor, council and administration for their efforts thus far.

“My heart goes out to everyone now facing uncertainty and having to rethink their future,” she said. “You deserve stability and we remain committed to standing with you through this,” she said.

Gibb told workers “you are not alone” and that Windsor-Essex County is not immune to these situations.

“We know how to rally,” said Gibb. “Your municipality, the County of Essex, the province, even the federal government, is pulling for you, supporting you and your union to save these jobs and save the history. That plant is such a big part of Amherstburg.”

The deputy mayor said the entire community supports the workers.

Councillor Don McArthur said the news was “devastating” to hear about and to think about the impact on families and the community.

“It’s been part of this town’s lifeblood,” said McArthur.

McArthur added it’s not just a plant closure, but “the end of a story” that has kept people employed.

“To the workers and the families affected, our hearts go out to you,” said McArthur. “Don’t give up. You’re not alone. This council is going to stand with you. We’re not going to give up.”

The town will work with partners, the union and others to save the plant and try to get the company to reverse the decision. In the event it can’t, McArthur said the town has to rally for those impacted and let senior levels of government “do right by them.”

McArthur referenced the remarks made on Facebook and didn’t believe they showed leadership.

“You don’t point fingers in times of crisis. You extend your hand,” he said. “You unite. You don’t knock people down. You lift people up.”

The town has to figure out “what can we do now” to protect workers.

“We are a strong, strong community,” said McArthur, adding everyone is proud of small businesses and industrial history.

“No matter what comes, we’re going to stand shoulder-to-shoulder and fight for the future of this town,” said McArthur.

Councillor Diane Pouget said she consulted the integrity commissioner and learned she was not in conflict due to the fact her husband Paul is vice chair of the retiree group from Diageo.

“This council is going to stand behind Diageo employees,” said Pouget.

Pouget said she contacted Prue and CAO Valerie Critchley shortly after learning the news “and I’m very, very pleased with the initiatives they have taken.” She reminded people that General Amherst High School was considered lost in the 1990s but the community pulled together and got the school back and kept it open as a public school.

“If the people had given up at that time, we wouldn’t have had General Amherst High School in our community for 100 years. Further to that, North Star wouldn’t be there today,” said Pouget.

“Diageo doesn’t know what the people of Amherstburg are about,” said Pouget. “They have no idea that we are fighters and we are winners. We are going to do everything in our power to get this plant back, get the jobs back for our employees and continue with the production in that plant.”

Councillor Linden Crain said Diageo has employed close to half of his family.

“I wouldn’t have had the opportunities I have right now without my grandmother working there and putting food on the table for my parents,” said Crain. “Saddening news, but I do commend this council, staff and our mayor for taking leadership. I believe the entire community is behind each other right now.”

If the plant does leave, it’s up to the town to market the property, Crain added, believing “necessary avenues” are being put in place to do that.

“I remain optimistic and I think all parties are working together to come up with a solution,” said Crain.

Councillor Peter Courtney said it was a “disheartening” announcement and hoped the union can help preserve the jobs. Courtney said leadership is coming together and anyone who buys into negativity, “shame on you.”

Courtney outlined how important the 160-200 jobs are to the community. He said fragmentation of business is happening all over, “and if it starts here, what’s the next plant?” He said higher levels of government need gameplans to preserve Canadian jobs as “they are vital and should remain vital in this process.”

Courtney added the town needs “to get on it right now” and “make Diageo see the value of keeping the value of keeping this plant in Amherstburg going.”

The public was allowed to speak on the issue, with Jack Edwards stating he was proud to be a citizen of Amherstburg. He recalled other job losses in the region yet the region never faltered, and believed Amherstburg wouldn’t falter either.

“It will continue to be the best place to live in Canada,” said Edwards.

Larry Amlin said council members toured Diageo a few years ago and wondered if there was any inkling the plant could be closed. Prue said “they told us everything was great” and the town was thanked for tree plantings and helping for them to secure additional funds.

Amlin asked if any incentives could be offered Diageo to stay. Prue said there have been yearly meetings with the company, with Critchley adding in no time during discussions with Diageo that they needed or were asking for incentives.

Osborne said discussions with the general manager at Diageo was spoken to a few years ago and there was nothing asked for and no inkling this could happen.

Amherstburg Chamber of Commerce general manager Anne Creery said the organization wants to show its support. Creery said she has deep roots in Amherstburg and has had families work at the plant.

“One thing I’ve heard and can see is we support each other. We support each other, we close ranks, when things like this happens. That’s what makes this a very special town,” said Creery. “Now more than ever, it’s time to support shopping local because it’s all of the other folks wrapped around the 160 people we’re going to support that also need our support.”

Creery added she has seen such closures in the corporate world before and said while Diageo is a member of the ACOC, “there was no sign this was happening.”

Marc Renaud, a former town councillor and Unifor Local 200 executive member, called for everyone to rally behind the union and support the town and jobs. Many new businesses have opened in town, he added.

“We’re going to have 160 families potentially losing their houses if we don’t get replacement work for them,” said Renaud.

Renaud said government needs to stay involved in the issue and make sure they don’t forget to put heat on the company.

“The right thing is to keep this work in Amherstburg,” he said.

Geoff Hibbert added he was through plant closures, stating he was at GM’s Windsor transmission plant when it closed. He said it was a plant with a world-class product but the work was sent elsewhere.

If the plant can’t be saved, the best closure agreement needs to be obtained by the union for the employees, Hibbert stated.

A motion by Pouget was passed unanimously, which endorsed the town’s actions thus far. It added that the town plans to assist in saving the jobs, that partnering with the province be endorsed and that support be sought from all municipalities in Ontario.

Mayor outlines town's support for Diageo workers and slams online critics

By Ron Giofu