About the Little Red General Store

At Little Red General Store, we believe a store should serve everyone — and belong to those who make it run. That’s why we’re proudly worker-owned, with every decision shaped by the people who stock the shelves, help the customers, and keep the lights on. Our slogan says it all: “Owned by Workers; Built for Everyone.”

Our goal is to connect rural Americans to small businesses across the country. We offer a wide range of departments so you can find "Everything you need to Work, Live, & Play on the Farm."

More than just a store, we’re a shared effort; a place where work is valued, voices are heard, and the whole community is welcome. Our purpose is to redefine the retail experience and place people above profits through a sustainable economic model that prioritizes the well-being of staff, customers, independent producers, and local communities. Through collective decision-making and equitable distribution of the products of labor, we strive to build a just and inclusive marketplace that fosters solidarity, equity, and mutual support.

Our mission is to provide quality, affordable goods while championing the principles of economic and social justice. We achieve this by:

1. recognizing and respecting the inherent worth and dignity of every stakeholder and ensuring that all voices are heard and valued;

2. committing to fair treatment, equitable opportunities, and a compassionate approach to decision-making;

3. acceptance and celebration of human diversity and recognizing its value to our organization;

4. fostering lifelong learning, critical thinking, and open dialogue to improve our organization, communities, and ourselves;

5. practicing and upholding democratic governance, ensuring transparency and active engagement of all members;

6. actively supporting causes which promote peace, liberty, and justice for all;

7. recognizing our responsibility to each other, our communities, and the planet, and fostering ethical stewardship of our natural world.

We envision a future where retail becomes a force for good — a model where businesses act as stewards of their communities rather than engines of exploitation. In this future, shopping is an act of solidarity, where every transaction uplifts workers, supports local producers, and respects the planet. By proving that an equitable, worker-centered retail model can thrive, we aim to inspire systemic change across industries, paving the way for a fairer and more cooperative economy.

Through our purpose, mission, values, and vision, we commit to making ethical consumption the norm and bringing to fruition a revolution of values that empowers individuals and communities to take control of their economic futures. Together, we can create a marketplace rooted in humanity, not hierarchy.