In 1972, one simply did not walk into a feed mill wearing a business suit.
“Dad saw an ad in a magazine for True Value locations,” tells Keith Muller of his father, Gervase “Bub” Muller, “So, he filled it out and sent it in…About 8 weeks later, this guy comes in with a suit on. And Dad thought, “Who the hell is that guy?” Because nobody came into the feed mill in a suit!”
The “guy” was a representative from True Value, the fast-growing hardware chain to which Bub had inquired. After introductions, Bub placed a phone call to his wife, Clara.
