Instead of trying to block UberX from Toronto's streets, one of the city's most prominent cab companies is hoping to even the playing field by petitioning City Hall to make taxis more affordable.

Beck Taxi launched a new campaign today urging Torontonians to sign an online petition that asks city councillors to lower taxi fares. The company, with its ubiquitous orange cars, knows that many riders are choosing ride-share services, such as UberX, because they're cheaper and more efficient.

"Beck is listening to Torontonians and is committed to evolving with their changing expectations. This includes offering new and innovative technology, exceptional customer service and advocating for a more reasonable fare price for riders," say Beck Taxi operations manager Kristine Hubbard in a press release.

The City of Toronto regulates taxi fares for drivers and companies with valid licenses. Currently, cabs have a base rate of $4.25 and each additional 0.143 km costs $0.25. UberX drivers aren't licensed or regulated and so prices for this service are usually much cheaper.

Will you be signing the petition to lower taxi fares in Toronto? Let us know in the comments.

Photo by llona in the blogTO Flickr pool.