What environmental issues does the New Belgium 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?
The New Belgium Company has implemented a number of cost-efficient and energy saving initiatives which are aim to reduce global warming. For example, the company invested in a wind turbine, making it one of the first fully functioning wind powered breweries in the United States. This has enabled the company to reduce CO2 emissions by 1,800 metric tons a year. In addition, the company has reduced its energy use by a number of different out of the box type thinking initiatives. Some of these initiatives include, creating a steam condenser that captures and reuses hot water that boils the barley and hops that is then redirected to heat the floor tiles and de-ice the loading docks in cold weather. The company also invested in more energy efficient brew kettles and sun tubes to provide natural daytime lighting throughout the year. New Belgium also takes great pride in reducing its waste through recycling and multiple reuse strategies.
The company has built and integrated its marketing strategy around the concept of linking the quality of its products along with its brand to the commitment to reduce its impact on the environment.
I believe New Belgium has taken such a strong stance toward sustainability because this is all part of the company’s core values and beliefs and its overall commitment to quality. I believe this all goes hand in hand. If you are that committed towards continual ways for improvement and looking at ways to increase your sustainability, that same commitment carries over to your product and your commitment to your customers and employees.
Do you agree that New Belgium’s focus on social responsibility provides a key competitive advantage for the company? Why or why