New Belgium Brewing Company and B Corporation Certification

In the winter of 2012, the New Belgium Brewing Company (NBB) in Fort Collins, Colorado, was considering becoming a certified B Corporation (B Corp). Dedication and willingness to share with employees had always been a part of NBB, whose values also extended to consideration of the natural environment and philanthropy. NBB had grown tremendously over the years, partly thanks to its focus on the triple bottom line. Already the third-largest craft brewery in the United States, NBB was now considering opening a second brewery. Perhaps surprisingly, this economic growth was accompanied by a reduction in the company’s carbon footprint, and a greater impact on industry and society through philanthropy and lobbying for stricter environmental requirements. The board of directors had asked the assistant director of sustainability to make a recommendation regarding B Corp certification. Should she recommend certification, she would also need to convince the employees of its value; at that time, employees owned part of NBB, and they would soon own 100 per cent.

This case is suitable for undergraduate and MBA courses in business ethics, sustainability, and corporate social responsibility. Topics covered in the case also include the triple-bottom-line framework, stakeholder capitalism, public-benefit corporations, and B Corp certification. Upon completion of the case, students will be able to do the following:<br><ul><li>Compare and contrast shareholder capitalism to stakeholder capitalism.</li><li>Evaluate the corporate and societal benefits and costs of each model of capitalism.</li><li>Understand what B Corp certification is, the process involved, and the pros and cons of implementation.</li><li>Develop a recommendation for or against pursuing B Corp certification.</li></ul>

• B Corporation certification, New Belgium Brewing Company, triple bottom line