Back Forty Beer Company CEO Hatton Smith talks mission, goals + more with United Way

Sponsored

United Way of Central Alabama 3 edited scaled Back Forty Beer Company CEO Hatton Smith talks mission, goals + more with United Way
Back Forty Beer Company CEO Hatton Smith. (Jacob Blankenship / Bham Now)

You’ve probably heard Hatton Smith’s name before—you may know him as the CEO behind your favorite six-pack of Back Forty Beer (which is opening another brewery in Huntsville for Summer 2023) at the Piggly Wiggly or the former CEO of Royal Cup Coffee.

Even better than his great taste in beer, he’s a huge advocate for the Birmingham community and the United Way of Central Alabama. Keep reading to hear how he got the crowd excited at United Way’s professional development luncheon.

A long-time United Way advocate

United Way
Mervyn H. Sterne Volunteer Award Winner Hatton Smith, CEO of Back Forty Beer Company with Campaign Chair Doug Coltharp.(United Way of Central Alabama)

Hatton’s involvement with UWCA stretches back almost five decades to when began working with Royal Cup Coffee. Today, he’s a long-time supporter and a major player in almost every phase of the UWCA Annual Campaign.

Whether Hatton was serving as Campaign Chair in 1997 or as Chairman of the Board in 2004, he’s always been an advocate for UWCA’s mission—and that has led to some pretty amazing results.

Most recently, he received the 2021 Mervyn H. Sterne Volunteer Award for leading the Major Gifts Division of the annual campaign. After being a part of the Dunne Circle—the leadership level for donors who make an annual gift of $25,000 or more—for years, he worked to recruit 41 new members to do the same.

Difference makers—United Way’s loaned executives

United Way of Central Alabama 12 Back Forty Beer Company CEO Hatton Smith talks mission, goals + more with United Way
United Way of Central Alabama staff members also attended this special luncheon. (Jacob Blankenship / Bham Now)

Every year, United Way of Central Alabama challenges local organizations to select one or more of their valued employees to participate in the Loaned Executive Program for a 13-week working session.

Participants work with top management and employee campaign coordinators to strengthen and improve their professional and personal skills while assisting with the annual campaign.

Learn more about the campaign and how you can get involved.

A little advice from Hatton Smith

United Way of Central Alabama 5 Back Forty Beer Company CEO Hatton Smith talks mission, goals + more with United Way
Hatton gave some awesome tips. (Jacob Blankenship / Bham Now)

This year’s loaned executives had the privilege of hearing from Hatton about his work with United Way and were even able to get a few tips on sales, connections and more:

Set goals

Hatton said he’s been setting goals for himself before the week begins throughout his entire career.

“I set goals and objectives for myself. When I started with Back Forty, my goal was to get to 200 million in sales. That is what drove me every single day. It is so important that you set goals right away… if you set goals and believe in them, you’re gonna hit them.”

Hatton Smith, CEO, Back Forty Beer Company

Get to know your accounts—make connections

During the luncheon, Hatton went around the room and asked the executives what their biggest account has been throughout the campaign. He encouraged them to make phone calls, set up meetings and get to know the people they’re selling to. He even asked a few people to make phone calls right then and there!

Know your mission—remember your “why”

Hatton reminded the group of the incredible mission they are working towards.

“United Way is such a worthy mission. You are getting out there and helping people help themselves. Without you, that may not be possible. We are the number one United Way in the country here. Remember—we’re making a difference.”

Hatton Smith, CEO, Back Forty Beer Company

Celebrate little victories

“You have to believe you’re going to win, and you gotta celebrate when you do. You’re gonna lose a lot in life, so you have to celebrate wins, whatever goals you accomplish. Everybody needs a little victory every day—whether it’s sitting down and talking with somebody or just getting in some exercise.”

Hatton Smith, CEO, Back Forty Beer Company

Ending on a big note

United Way of Central Alabama 7 Back Forty Beer Company CEO Hatton Smith talks mission, goals + more with United Way
Clearly, the crowd was excited. (Jacob Blankenship / Bham Now)

Hatton ended the meeting by getting the loaned executives fired up to keep the momentum going on UWCA’s $36.5M campaign. As you can see above, he had the group cheering and chanting “I believe that we will win!” on the tables by the end of his speech. It’s safe to say Hatton knows how to get a crowd going.

Want to learn more and be a part of the amazing United Way campaign? Visit the campaign center for more info.

Sponsored by:

Callie Puryear
Callie Puryear
Articles: 209