Sustainability of New Belgium Brewery (business Sustainability)

Many people of corporate America believe that it is almost nearly impossible to create a successful business while being aware of the environment at the same time. One of the many reasons people argue is because "it sidetracks managers and employees from the primary goal of business which is to earn profit or some people question whether business [even] has the expertise needed to assess and make decisions in regards to social problems" (Ferrell 54). Sustainability practices are typically viewed to many as business killers. Because the economic responsibility is the primary goal of business that is needed to be the foundation for the company, businesses tend to disregard the ethical and voluntary responsibilities of being a "good corporate citizen" and doing what is right, which may win favor through consumer perspective" (Ferrell 52). However if companies were able to utilize the concept, many would be able to gain not only consumer interests but also the interest of other competitive companies.

Although many businesses in corporate America viewed environmental issues as "‘You either help the environment and kill business' or ‘You help the business and kill the environment,'" (Fontes 4) New Belgium Brewery located in Colorado begs to differ as they are one of the many companies that have revolutionized this no benefit for business concept and proved that the can not only be environmentally conscious but also meet long term profit goals. By utilizing eco-friendly technology such as motion sensor lights, methane gas recycling, promoting the usage of alternative energy to promote their business, New Belgium Brewery was able to successfully incorporate and create and eco-friendly business that continues to fulfill business profit motives as well as ensuring a safe environment for their community.

New Belgium Brewery was a company founded by Jeff Lebesch and his wife Kim Jordan. Starting from the basement of their home, they decided that not only did they want to provide beer with its own unique taste to create a small business; they wanted to help utilize their business as an advocate for environmental activists (NBB). They believed that being able to create a business where employees understood what was going on financially were able to see past the economic responsibilities of just being a profitable business. Believing that they were making money for someone else, they tried new and unapproached forms of business practices that not only helped them become distinguished from other competitors, they were able to "extend themselves to the people and the environment" (NBB). From there New Belgium Brewery along with its employee owners were able to promote ethical responsibilities as well as voluntary responsibilities were equally as important as a good corporate citizen by using methods that would not only promote the beer and the company but promote