Rural King

Rural King is a family-owned farm supply retailer founded in 1960 by farmers Kermit Speer and Keith Beaird. Now in its third generation of family ownership and led by CEO Alex Melvin, the company describes itself as America's Farm and Home Store, serving rural communities across the United States. It is headquartered in Mattoon, Illinois, which also houses a distribution centre and the original flagship store. The company has grown from a single 7,200-square-foot shop to more than 150 locations in 17 states, with annual sales exceeding $2.5 billion. Its product range covers the agricultural and mechanical work its customers carry out: farm equipment, agricultural parts for equipment and machinery, automotive supplies, and lawn mowers, alongside livestock feed, workwear, hunting and fishing gear, firearms, and home essentials. Rural King states a commitment to putting people first, quality products, and community involvement, and maintains a mission of supporting the rural lifestyle. Stores offer complimentary popcorn and coffee, and the company reports a reputation for customer service.