Introduction"Exhibiting our love and talent by creating our customers' favorite brands and demonstrating that business can be a force for good." This story is linked to the love of beer and begins in 1989, in Belgium. Jeff Lebesch, aspiring home brewer, rode his bicycle with “Fat Tires” through Europe's famous beer villages. From brewery to brewery, Jeff dreamed that one day he would be able to start his own brewery with a mind full of recipes and a handful of hops. A couple of years after his trip through Europe, Jeff founded New Belgium Brewing in Fort Collins, Colorado. He wanted to create a great craft beer to start his business. Jeff also wanted the ability to improve people's lives by exceeding consumer expectations and taste buds. Not only did he think about well-made beer, he also thought about how to properly run a business with his personal touch. He thought of ways to reduce waste, be more efficient, recycle and reuse. An early adopter of the movement towards sustainability, he created the first wind-powered brewery in 1998, reducing his carbon footprint by 25%, reducing water use and abolishing eight million miles of driving instead by bicycle. “Once you start thinking about how to improve your business, you can't stop.” People and PurposeValues ​​and BeliefsNew Belgium Brewery was uniquely founded with a set of core company values ​​and beliefs before they even sold their first bottle of beer. The established values ​​supported the vision of the organization, the shape of the culture and the reflection of the corporate values. This brewery's values ​​and beliefs are much more unique and worthwhile than your average American company. For example, “Trusting each other and engaging in authentic relationships… middle of paper… a watchword. The New York Times. The New York Times, March 02, 2013. Web. April 14 2014. History, Values ​​and Core Beliefs. Newbelgium.com/brewery/company/History. Np, ndWeb April 14, 2014. New Belgium Brewing Company, “Craft Beer Industry.” Web. April 14, 2014.Open Book Management (OBM). BusinessDictionary.com. Np, ndWeb April 14, 2014. Reece, B. (2014). southwestern: why have them and how to do it).. 2014.