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.
Four pillars of evaluation
The Torch Awards application is evaluated across four areas that show how your organization puts trust and ethical leadership into practice.
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
5 Gestures of Trust
Use these five behaviors to reflect on how trust is practiced in your organization’s everyday decisions, relationships and 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:
Businesses do not need to be BBB Accredited, but must be in good standing with BBB and meet the other eligibility requirements.
501(c)(3) nonprofits must be a BBB Accredited Charity, meaning they have completed and passed BBB's charity review process.
Organizations must have been in business for at least three years.
Must hold all required local business licenses, permits, and be in good standing with state regulatory authorities.
Previous Torch Awards for Ethics recipients are not eligible again for five years.
Government agencies are not eligible.
There is no cost to apply.
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
What makes a strong application
Strong applications use specific examples, stories and outcomes to show how trust and values are demonstrated through everyday decisions, relationships and practices.
4
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.
5
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.
6
Celebration and recognition
Applicants will be notified of judging results in December. Award recipients will be publicly recognized at the Celebration of Ethics on April 13, 2027.
Resource Download
Review eligibility, application criteria, submission guidance and judging information before completing your application.
Torch Awards Application Guide
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 through November 4th, 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