> highlighted the campaign and recognized how Cenex retailers and dealers are making a diff erence in their communities. “The eff orts Alliance Ag Cooperative and its Cenex store make toward supporting their community are inspiring,” says Akhtar Hussain, CHS refi ned fuels manager. “They truly show what it means to be an active part of the community.” Employees at Alliance Ag direct much of the co-op’s community support. Several years ago, they started a monthly fund in the form of a donation jar at the convenience store. Weekly donations allow any employee to opt out of wearing his or her uniform on Fridays. Customers donate, too. The Jar Fund has supported several local charities, ranging from the public library and fi re department to food pantries and the senior center. The Jar Fund pulls in the donations from employees and customers alike. Leadership Diff erence “It’s up to the co-op to be the leader in the community,” says Alliance Ag General Manager Scott Smith. “And it makes a diff erence. Rural towns that are thriving have strong local co-ops in their communities. Give back and people will remember.” The Hettinger community remembers one instance of giving back quite vividly. For one day, Alliance Ag reduced gas prices by a buck a gallon and called it the Tanks for Your Business promotion. “We had just closed out a great year and wanted to show our patrons we appreciated their business,” recalls Gary Jahner, manager of Alliance Ag Cenex stores in Hettinger and Regent, N.D. “We thought this would be more helpful to people than giving away coff ee. “We took it a step further and off ered to pump gas and wash windshields,” he adds. “We served so many people, I could hardly close my fi st the next day.” The co-op pumped more than 10,000 gallons of gasoline and cleaned some 540 windshields during the one-day promotion. But customer loyalty is built on much more than giveaways, Smith says. Goodwill is good business and Alli the Cow is his example. The co-op mascot has taken farm safety messages to kids through area schools, libraries and community events since 2010. “All the kids know that the local Cenex store is where Alli comes from,” says Smith. “And they bug their parents to go to the store.” Volunteers started setting up early, anticipating a good turnout for the festivities. Honoring Good Deeds Alli was there to welcome kids for the Cenex Tanks of Thanks community celebration, too. Attendees enjoyed a cookout, music, infl atable games and carnival-themed activities. Prizes were raffl ed off , including gift cards for free fuel. And attendees could nominate others for their good eff orts. Each month under the Tanks of Thanks program, 100 names are drawn from the nominations to receive $50 Cenex gift cards. Since the program has begun, more than 9,200 nominations have been received. “The community really appreciated the fact that a company like CHS would come in and do this for them,” says Jahner. “People felt like the whole community was being recognized.” Hundreds came out to share the honors — and the food — for a giving community. SEE MORE: Visit chsinc.com/c or scan this code with your phone’s QR app to view video and photos from the celebration. 24 NOVEMBER/DECEMBER 2013 There was something to suit everyone’s idea of fun. CHSINC.COM