"Integrity"- a firm adherence to a code of especially moral values.

In March of 1975, the Russel family opened the doors of their business in Gering, Nebraska. For thirty three years we have served the Scottsbluff-Gering area delivering honest, quality automotive service to our customers. When I read the definition of the word integrity I can honestly say that is our business creed. I believe the true test of this can be found in our customer's loyalty. We are serving a customer base that began in March of 1975. In a small town like ours, I have seen a fair share of companies attempt to operate their businesses in a less than appropriate manner, and their tenure is very short. Our community is still based on values that demand honesty and hard work and anyone not demonstrating those traits are eventually weeded out. I do not seek out awards for our business or individually as owners, but when this award application came, I felt it was right to apply. Far too many times in this world we live in we see notoriety for all the wrong reasons, acknowledging integrity happens far too little. Russel's Automotive and it's sister company Russel's Transmission may has thrived because of fair, honest and quality service for our customers for thirty three years and will not detour from that goal for the next thirty three years! In our thirty three years of operation, we believe in not only a strong business ethic, but also a strong community involvement. Included in this application is a list of community organizations that we as individuals have been involved in. I want to state that we do not believe in being involved in the community to better our business. We don't believe that is the basis for being involved in any community organization. I always read in business building books and articles that the way to build your business is to get involved in your community. I believe that if this is your only motivation then your involvement is not going to be your very best. Instead my brother, father and I involved ourselves in programs that we truly believed in and were able to give our best. Our young people have been one of our main focuses for our community involvement. As fathers and of children growing up in our community we saw needs that were of great benefit to our children and the communities. Organizations that created a better life for all are have also been and continue to be a part of our involvement. In applying for this award, it is difficult to tout our business and ourselves because I can honestly say it is not the norm for us. On the other side of that, we truly believe in honest businesses and have lived our lives attempting to reflect that belief. Thank you for the opportunity to participate and for your recognition of these type of businesses.

Larry Russel President Russel's Automotive