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New Belgium Brewing: Social Responsibility as a Competitive Advantage.
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DescriptionWhat environmental issues does the New Belgium Brewing Company work to address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability?
To: Jane A. Qastin
From: Joshua Risch
Date: September 16, 2011
Subject: New Belgium Brewing (A): Social Responsibility as a Competitive Advantage.
What environmental issues does the New Belgium Brewing Company work to address? How has NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability?
New Belgium Brewing Company addresses many environmental issues. Their marketing strategy involves linking the quality of its products, as well as its brand, with the company’s philosophy of environmental friendliness. NBB uses leading-edge environmental gadgets and high-tech industrial advancements to employee-ownership programs and a strong belief in giving back to the community. The company strives for cost-efficient energy-saving alternatives for conducting its business and reducing its impact on the environment. Employee-owners unanimously agreed to invest in a wind turbine, making New Belgium the first fully wind-powered brewery in the United States. This switch has allowed NBB to reduce its CO2 emissions by 1,800 metric tons per year. The company further reduces its energy by employing a steam condenser that captures and reuses the hot water that boils the barley and hops in the production process. Steam is redirected to heat the floor tiles and de-ice the loading docks in cold weather. NBB also purchased an energy efficient brew kettle. This kettle conserves energy more than standard kettles do. Another thing that New Belgium does is use sun tubes. They provide a natural daytime lighting throughout the brew house all year long. The brewery also uses a complex system to capture its wastewater and extract methane from it. This system contributes up to 15 percent of the brewery’s power needs while reducing the strain on local municipal water treatment facilities. NBB is very attentive when it comes to recycling. They try to recycle as many supplies as possible, such as cardboard, keg caps, and office materials. They even go as far as giving away spent barley and hop grain to farmers to feed their livestock. Bike commuting is encouraged through covered bike parking, lockers, and shower facilities. They have shared company vehicles (Prius and Passat), which allow employees to live car free (Outside).
As you can tell, NBB commits a lot of resources to making the environment around them better. Their strategic approaches are outstanding and very effective. They take this leap of faith in sustainability because that is what their values and beliefs stand for. One of the ten core values and belief is, “Environmental stewardship: Honoring nature at every turn of the business.” By not taking the environmental steps that NBB is taking, instead of honoring nature, ...
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