Ethics in action.

THE 9TH ANNUAL COLORADO ETHICS IN BUSINESS AWARDS

a builder, a banker, an issue-maker. Add an advocate/philanthropist businessman and a mega-retailer, and you have the winners of the 9th Annual Colorado Ethics in Business Awards, for-profits and nonprofits that have taken ethical standards an exemplary step higher.

The Colorado Ethics in Business Awards annually go to businesses, nonprofits and individuals that achieve the highest ethical standards, and take that as a starting-off point, a cue to action.

Ethics in business award winners are overachievers, community leaders, and expert weavers of the social fabric. The winners "have achieved success in their own right, have achieved it not only by virtue of (their) work, they've done it in a socially responsible, ethical manner," said Cathy Hart, CEBA steering committee chair and New Century Energies corporate secretary.

"It's one event which recognizes both business organizations and nonprofits for being a role model for how they conduct business and (for) using ethical practices in everything they do," H art said.

Five awardees were chosen from nearly 30 finalists in three categories:

* Three -- Carbondale-based Alpine Bank & Trust; and McStain Enterprises Inc. and Wild Oats Markets, both of Boulder -- won the Business Ethics Award. The award recognizes the companies that best demonstrate business excellence and values, such as civic and social responsibility, integrity and ethical conduct;

* The Colorado Children's Campaign claimed the Samaritan Institute Award. The campaign was named the nonprofit that best illustrates ethical values in its work with the business community.

* Zenon "Zee" Ferrufino was named the Daniel L. Ritchie Award recipient. The Ritchie Award goes to the business person who exemplifies and promotes ethical conduct in his or her business and career.

Winners also were measured against five general criteria: a Colorado effort; the effort's impact relative to available resources; its innovation and creativity; vision, courage and conviction entailed in the effort; and the companies' treatment of others.

A 23-member selection committee of local for- and nonprofit business leaders took roughly two hours to select the winners, said committee Chair Roy Koerner. The selection committee displayed "a really refreshing depth of knowledge," he said.

"This year, I think the committee was struck by the depth of awareness (in winners) trying to do something better for the...