It's been in Webster for nearly 60 years.
A small town store now running a fundraiser for the families of the firefighters ambushed in the Christmas Eve tragedy.
For Hegedorns market it's all part of being "Hometown Proud".
"Not only is it our community, these are our men out there; the firefighters and the police men that are out there serving us," said shopper Mike Caldarelli. He felt compelled to donate, adding "If everyody pitches in a couple of dollars it can go a long way."
Just hours before cashiers started collecting at the Hard Road supermarket on December 26, the drive started on the internet.
Employee Mike Roesser helped get it all up and running, and it's since raised thousands of dollars.
He added "These families are devastated and we just have to do something."
Fallen firefighter Lt. Mike Chiapperini was frequently in the store responding to police calls, and injured firefighter Joseph Hofstetter's brother works in Hegedorn's corporate office.
Roesser said "There was a lot of close personal connection to this. There was never a meeting like 'Ok should we do something?' It was more like 'What are we gonna do?', and 'Why haven't we done it yet?'
Roesser went to Webster Schroeder High School and hadn't been back until Sunday; for Chiapperinis funeral.
He's proud of what his hometown store and employer has done to help the families.
Its a message the firefighters have received loud and clear.
As the memorial for the lost grows at their Gravel Road fire station, so does the department's gratitude.
News 8's Tina Shively asked West Webster Firefighter Al Sienkiewicz "What has it meant to you to have this kind of support?"
Sienkiewicz responded "It helps cushion it. It doesnt get rid of it but it helps cushion it."To find out how to donate, click here.