Why does the Brand Vision begin with “People who care?”

It begins with those words because the essence of our business is our employees serving their friends and neighbors—the people who own this company. Our employees have more than a business relationship with our customers. Because we live in close proximity, our contact is not limited to business. Our families participate in school, church, and community events together. We genuinely care about each other and take personal interest in each other’s lives. In an impersonal world of big-box stores, this sets Federated Co-ops apart.