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NBC continued its series America Goes Green with a coup by the public relations operation for the New Belgium Brewery. Monday, Ron Allen showed us how the Conservation Fund helps us measure our carbon footprint and, Tuesday, Anne Thompson demonstrated the latest architectural techniques to build environmentally-friendly houses. Now, Jennifer London filed what amounted to a two-minute love letter to the green beer from Fort Collins Colo, "brewed with a conscience."

It makes a person thirsty, counting the myriad ways that New Belgium is scrupulously doing the right thing: brewing in low-energy kettles, producing cattle feed from waste products, avoiding landfills, extracting methane fuel from waste water, generating electricity from windmills, consuming less water, recycling materials for building and furniture. But London's gushing went too far when she drew the lesson that environmental practice leads to business success, "proving profits can be in good taste with nurturing Mother Nature." New Belgium is now the nation's "third largest mid-sized brewery," she announced. What on earth does that mean? What about the nation's third-tiniest large-sized brewery? Or a monstrous microbrewery?

Andrew Tyndall 5/3/07 10:54:41 pm

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