Fareway's Fred Vitt: Iowa Time Machine April 25, 1988

Iowa Time Machine ⏰: On April 25, 1988, Iowa bid farewell to Fred Vitt, a visionary who helped shape the Midwest grocery industry. As co-founder of Fareway Stores, Inc., Vitt played a pivotal role in launching one of Iowa’s most iconic businesses. Alongside Paul Beckwith, Vitt opened the first Fareway store in Boone, Iowa, on May 12, 1938. 

Fareway’s concept was revolutionary at the time, self-service grocery shopping that allowed customers to pick out their own items rather than rely on clerks. This innovation began a grocery empire rooted in fairness and quality.

As the manager of the Boone store and Vice President of Fareway, Vitt oversaw day-to-day operations, focusing on building trust and community. His commitment to these values helped Fareway expand rapidly across Iowa and beyond, reaching towns like Ames, Webster City, and Fort Dodge. Vitt’s influence ensured that Fareway became synonymous with excellent service and high-quality products.

Over the decades, Fareway has grown into one of the largest employers in Iowa, operating nearly 140 store locations across seven states. Its enduring success is a testament to the vision set forth by Vitt and Beckwith: a business built on fairness, hard work, and community values. From its iconic "Shield of Quality" trademark to its full-service meat departments, Fareway continues to honor its founders’ legacy while adapting to modern needs. #IowaOTD #IowaHistoryDaily #IowaHistoryCalendar