Dara’s Corner Market - First Responder of the Year

At thousands of convenience stores across the country, a familiar face at the counter, quiet support of local nonprofits and small acts of kindness are simply part of the daily routine. At Dara’s Corner Market, which operates seven locations across Kansas, fuel driver Kevin Umscheid embodies those values. When not at work, Umscheid serves as the volunteer Fire Chief of the Westmoreland Fire Department, where his dedication has routinely saves lives and helps the community persevere through serious natural disasters, including a dangerous F3 tornado in 2024.

When the company’s HR leader learned that the NACS Foundation was seeking nominations for its inaugural First Responder of the Year Award, she immediately began gathering materials to share Chief Umscheid’s story. She contacted Kevin’s family, local fire chiefs and fellow volunteers for letters of recommendation and submitted the nomination just before the deadline.

Her effort paid off. Umscheid was named one of three inaugural winners, resulting in news coverage across Kansas, meetings with Congressional leaders and recognition on stage at the 2025 NACS Show in Chicago. More importantly, the experience showed Dara’s that while it may be a smaller retailer, its people, giving and community impact are just as sizable and meaningful as any other NACS member. Now, the company is looking ahead to expand its support of first responders and build its effort for its second 24/7 Day.

Moving Forward with Intention

While Dara’s had not previously participated in NACS-based initiatives before Chief Umscheid’s win, its 2025 experience reinforced something the team already sensed: the connection between its stores and local first responders runs deep. Many employees volunteer with these groups or maintain close relationships as they are customers served every day.

Based on this, in year two the company is implementing a strategy that includes:

Designatinga local first responder-supporting organization as the beneficiary of itssummerin-store roundup campaign
Promoting nominations and awarenessfor First Responder of the Year 2026through its website, mobileappand social media
Featuring the initiative in its employee newsletter
Leveraging store-level engagement toidentifyadditionallocal heroes
Hosting a community-facing 24/7 Day event, includingspecial offersfor first responders at both its convenience stores and locally owned barbecue restaurant

The goal: start small, build consistently and expand year after year.

Staying Local — in Business and in Giving

This approach reflects a broader commitment to local impact. As regional and national competitors enter the market, Dara’s is doubling down on its “shop local, give local” philosophy, reinforcing its identity as a hometown business deeply connected to its community. Integrating 24/7 Day into that ecosystem is a natural fit.

For other small or mid-sized retailers, their advice is straightforward: start small and find your internal champion. An initiative like 24/7 Day doesn’t require a large team, it requires someone willing to rally support and move the effort forward.

For retailers concerned about bandwidth, the guidance is practical:
Begin with a manageable activation
Use existing channels — newsletters, socialmediaand apps — to amplify the message
Engage frontline employees who already know the community well
Builda strong foundationin year one and expand thoughtfully in year two

For questions, contact Kathy Ostrom: [email protected]