This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

New Belgium Brewing's Kim Jordan Heads East

While I said it and I believed it could happen, the fact that it is happening is pretty damed exciting.

There's a culture surrounding New Belgium that includes its ties to the bike community, its contribution to independent film and its events such as citywide scavenger hunts and Tour de Fat bike races. As New Belgium expands to other markets, do the other elements come along for the ride?

Jordan: I think other brewers do that more or less successfully. This is also a very competitive business that we're in.

I was just at the Brewery Association board of directors meeting this week and we're seeing 400 new breweries a year, or more than one a day opening. So we'll see more competition and I think we'll have our collective ability to garner more market share, but with that will come more of a need for breweries to tell their story.

We find at New Belgium that branded events are a great way to tell our story, but they're expensive and time-consuming and it takes building up over a few years. But I think that human beings are storytelling creatures, and the story of craft beer and New Belgium's journey through the craft beer landscape is interesting.

For us at New Belgium, we're looking to be business role models. We're committed to the notion that you can make a splash through your practice, but you also have the ability to make ripples. We like that and like the opportunity to cause people in various endeavors to think what they could do that's consistent with their values, good for the planet and collaborative with their co-workers.

One of those ripples is your Employee Stock Ownership Program that gives your workers a stake in the company. Last year, New Belgium went from 41% employee ownership to 100%. How does that affect day-to-day operations and employee relations and how do you to plan to go forward with the ESOP plan in Asheville?

Jordan: We started sharing equity and practicing open-book management in 1995. We also have what we call high-involvement culture, so not only do my coworkers look at the financial statements, but they're also been involved in the strategic planning process for a very long time.

We've held a retreat every year since we've been in business and we've evolved it over the years to have it be the place where we start our strategy thinking, and that starts with the coworkers. That's the solid foundation that led to 100%. What's interesting to me is that, at 41%, we had good practice on it. At 100%, on one hand nothing changed: I'm still the CEO and the management team is still the management team. We are not running in anarchy or management by 470-person committee on every decision.

3 of 6

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 16,932.62 +13.03 0.08%
S&P 500 1,982.61 +1.01 0.05%
NASDAQ 4,522.20 -5.3140 -0.12%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs