BAD MESSAGE

A new drink, available in Vanderhoof, is getting a lot of attention
lately.

It is called 4:20. For most people that doesn't mean much, but for
teens it has a lot more meaning. 4:20 refers to April 20 at 4:20 a.m.,
when marijuana smokers join together to celebrate being potheads. It
started following a large drug bust on April 20, 1971.

Judy Carnell, program director and counsellor at Vanderhoof Alcohol
and Drug Services, and Public Health Nurse Danelle Zwick agree this
drink is targeting young people and is sending the wrong message.

"They are targeting kids to buy something that promotes alcohol and
drug use," Carnell pointed out.

She said the flavours are named after drinks and there is a picture on
the front of a large marijuana leaf with blood shot eyes.

Zwick said it was brought to her attention by a concerned parent.
Indigo Beverages, the Vancouver based company that makes the drink,
did not return calls from the Express's, but Zwick managed to talk to
a representative of the company. The person she talked to said they
knew exactly who they were targeting and what they wanted -- to get
people talking about it so they would buy the drinks.

Zwick and Carnell said another concern about the drinks is they
contain herbal extracts. When Zwick asked the company what levels of
these extracts the drinks contain they couldn't give her an answer.
Zwick said people consider these products to be natural, but that
doesn't mean they are good for everyone. Some, like St. John's Wart
which interferes with the birth control pill, are of no benefit to
most people.

Indigo Beverages told Zwick the next batch will have a new label and
some of the ingredients will change. She said this drink stresses how
important it is to pay attention to what is in what you eat or drink.

"I want parents to be more aware of labels and ingredients," Zwick
said.

She was told by the company rep that they wanted to promote more
education about hemp. The drinks do contain hemp oil. While both
Carnell and Zwick agree this will not have any affect when ingested,
they are concerned young people may think they will get a high from
the drink.

Carnell pointed out the label goes a little too far, they even call it
a "kronic natural beverage."

"Addiction is also chronic," she added.