The first Fareway Store opened for business at 624 Story Street in Boone, Iowa, on May 12, 1938. Fareway's concept of a self-service grocery store was considered revolutionary, allowing shoppers to pick out their own groceries rather than submitting a list to someone who would package everything for them. Shopping carts were a novelty, referred to as ''rubber-tired gliders'' that carried shopping baskets.
Our first ad featured coffee at 14 cents a pound and a ''regular package'' of Wheaties for 10 cents. Even then, our commitment to only selling USDA Choice beef cuts was evident, with offerings of USDA Choice sirloin or t-bone steaks for 25 cents a pound.