Problem
In the case of LEGO using sugarcane might reduce the cost. However, we must consider where LEGOs are produced. From my brief research, it appears that they are made in Billund, Denmark. Interestingly, sugarcane is grown in Denmark so they will have access to materials that are needed. They may be able to improve the core components of their product but they are still faced with the issue of shipping and the impact that has on the environment.
If you were the marketing manager for LEGO how would you communicate the change to your customers?