BRUSSELS: A group of Interface employees are pictured on the company’s blog site in bathing suits in the Chattahoochee River in Atlanta holding carpet tiles that spell out, “We’re with you.” Why would employees from Interface, a company that makes modular carpet tiles, stand in their swimsuits holding a sign? They’re voicing support for New Belgium Brewing Co., which is facing a boycott in a Colorado town over donations to environmental groups.
When the news came out earlier this summer that New Belgium donated to the nonprofit group WildEarth Guardians, the northwestern Colorado town of Craig started a boycott of the craft brewing company. Craig is a coal-mining town, and WildEarth Guardians brought a lawsuit against the Department of the Interior over its environmental impact assessment. Many residents in Craig depend on work in the coal mine.
GreenBiz reported that last May “judges found officials had given the green light to an expansion of the mine without considering the full environmental impacts of burning more coal.” The Department of the Interior will not appeal the ruling.
New Belgium is a company that believes strongly in sustainability. As stated on its website, “We believe in using every tool at our disposal to create the vibrant future we envision for the earth and her inhabitants.” It’s a company that puts its proverbial money where its mouth is, as is evidenced by its support of WildEarth Guardians. Not bad at all for the fourth largest brewing company in the U.S.
Judging by statements by Dana Villeneuve, sustainability specialist at New Belgium, the brewing company is not deterred by the boycott in Craig. “We work very hard to be very, very frank about how much coal and natural gas we use to make our beer because we think it would be incredibly hypocritical of us to do otherwise,” Villeneuve said. “And simultaneously we believe in advocating for a future where renewables are a bigger piece of the pie.”
