Small breweries are facing a worldwide shortage of the hops they need to make beer. (Big brewers are able to stock up.)
Boston Beer, which makes Sam Adams, sold its surplus stash–at cost–to 130 small brewers who needed help. (Details here from Inc. Magazine.)
Yes, they bailed out their competitors. This good deed will be remembered.
Your customers and employees and investors will remember how you treated them when times were tough, when they needed a break, when a little support meant everything.
No one in particular will remember how you acted during the boom times.
Do something good. Pay it forward.
Andy, reciprocity amplifies when times are harder. A great exampel!