Character
Show how leadership sets the ethical tone through intentional behavior, accountability, feedback, and support for ethical business practices
Honoring marketplace integrity
The BBB Torch Awards for Ethics is the most prestigious honor presented by the BBB Foundation of Northern Colorado and Wyoming. Rather than checking simple compliance, this award celebrates local organizations that go above and beyond in their daily operations, actively building trust with their teams, customers, and communities through exceptional ethical leadership.
The four pillars of evaluation
Culture
Demonstrate how your organization builds trust internally through shared purpose, employee empowerment, clear expectations, and opportunities for growth
Community
Describe how your organization returns value to the community through local programs, service, contributions, and activities connected to its values
Customers
Explain how your organization builds better customer relationships through proactive service, transparency, honesty, and ethical decision-making
The 5 Gestures of Trust
As you prepare your application, use the 5 Gestures of Trust as a guide for deeper reflection on how trust is practiced within your daily operations:
Be Honest: Communicate truthfully and clearly in ways that help others understand the meaning, risks, and choices involved.
Be Transparent: Share information openly and candidly, especially when doing so requires vulnerability or affects internal/external trust.
Be Proactive: Look ahead, listen closely for needs, and take early initiative to improve experiences or address issues before being asked.
Be Humble: Recognize your responsibility to customers, employees, and community, and be willing to admit mistakes, listen, and learn.
Be Equitable: Share power fairly by making policies, choices, and information clear, reasonable, and not tilted unfairly toward the organization.
Award eligibility checklist
Before beginning your application, please review these key eligibility requirements to ensure your organization qualifies for the BBB Torch Award for Ethics:
Local operation: your organization must be a registered business or 501(c)(3) nonprofit actively operating within the Northern Colorado and Wyoming service area.
Established history: business must be operating for 3 or more years.
Clean marketplace record: the organization must maintain a trustworthy record in the marketplace, including having zero unresolved customer or regulatory complaints.
Regulatory compliance: must hold all required local business licenses, permits, and be in good standing with state regulatory authorities.
Start your applicationThe application process steps
1
Self-evaluation & reflect
Review the 4 pillars (the 4 C's) and the 5 Gestures of Trust to reflect on how trust shows up in your leadership, operations, and relationships.
2
Compile specific evidence
Gather authentic stories, employee handbooks, pricing/policy communications, recognition practices, and customer experiences that demonstrate your values in action.
3
Complete the written application
Fill out the online application form. You will be asked to provide detailed responses and upload supporting materials demonstrating your commitment to character, culture, customers and community.
4
Independent panel review
Completed applications are submitted to an independent panel of local business, civic, and academic leaders. To ensure complete fairness, BBB staff do not vote on or select the winners.
5
Celebration and recognition
Winners will be announced on April 13th, 2027.
Good to know
Frequently asked questions
There is absolutely no cost to apply. The BBB Torch Awards are not contingent on BBB Accreditation, financial donations, or any other purchases or sponsorships. No purchase or sponsorship is necessary to enter the competition or win an award.
Yes! BBB Accreditation is not required to apply for the Torch Awards. All eligible businesses and nonprofits within our 38-county service area are highly encouraged to participate.
The online Torch Awards application allows you to save your progress as you go. Simply click the "Save" button on the bottom right of the application form, and enter your email address when prompted. The system will instantly email you a unique, secure link so you can resume your application whenever you are ready.
The Torch Award for Ethics recognizes exceptional, established organizations that have been in operation for three or more years. The Spark Award for Entrepreneurship celebrates newer businesses operating between 6 months and 3 years. Many Spark Award winners choose to apply for the Torch Award after they reach their third year in business.
An independent, voluntary panel of judges takes on the responsibility of reviewing, evaluating, and selecting our winners. This independent judging panel is comprised of local business and community leaders, BBB Board members, and past Torch Award winners. Winners are typically notified in December and celebrated at our annual spring Celebration of Ethics luncheon.
The application window is open from September 8th through November 21st, 2026.
Yes. Applicants may use artificial intelligence tools to assist with brainstorming, organization, grammar, or drafting support. However, responses must ultimately reflect your organization's own voice, experiences, examples, and values. All submissions must be authentic, truthful, and representative of your organization