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Purpose -The paper seeks to outline the theory and practice of an action research program, which is aimed at redesigning and implementing a communications strategy that will effectively deliver an authentic environmental message to the stakeholders of the Yalumba Wine Company. Design/methodology/approach -The paper uses recent communications literature to contextualise Yalumba's needs. The proposed action research is essentially, though not exclusively, an environmental strategic analysis of the wine company's current environmental communications efforts. Findings -The Yalumba Wine Company has been operating in the rural environment for over 150 years, making it the oldest family-owned wine company in Australia. It is committed to excellence across all its activities, from the vineyard to the consumer's table. By addressing those activities that have a significant environmental impact Yalumba ensures its employees and other stakeholders a healthy and productive life in an environment that is safe, aesthetically pleasing and ecologically functional. At Yalumba environment-friendly sustainable activities are recognised as an intrinsic aspect of wine quality, and in order to progress this belief it must develop an environmental message that reflects authenticity, due diligence, product safety and credible environmental management. Originality/value -Yalumba's commitment to sustainable winemaking can be more effective, sustainable and significant if environmental communications are employed effectively to convey to the organisation's stakeholders the corporate philosophy that expresses its corporate culture. In adopting this approach, context is critical and communication competence must be perceived in terms of action-and-reflection.