We Believe

We Believe

Every day, in all that we do, we vow to treat you the way we would want to be treated. If how we serve you does not match our "We Believe" statements, please write our founder, Keith Richardson. We will make it right!

• We Believe our customers must be given the best possible service.
• We Believe we must keep our operating costs as low as possible to keep your savings as high as possible.
• We Believe our business ethics must be consistent with the faith of the owners in Jesus Christ and His teachings.

The Founders of STP, Keith & Bobbi Richardson, stroll along the Cheyenne landscape with their beloved German Shorthaired Pointers.

A Message from our Founder:

Through the years, we have received inquiries regarding the third principle of our "We Believe" statements, as well as our order-form quote from the Bible. For that reason, I offer this brief explanation.

Since I mailed my first catalog in 1986, these three statements have appeared in every issue on the inside cover, and I have always had a brief quote by Jesus on the order form. The quote on our web order-page is simply an extension of this practice.

These are the only two statements that speak of my faith in the context of many catalog pages and thousands of web pages. This lean amount of space is not intended to proselytize or offend. Practically speaking, no one would change their faith views based upon two sentences. On the contrary, the purpose is to hold me accountable for upholding Jesus' injunction to treat others the way I want to be treated. It is also my way of thanking God for the blessing of Sierra Trading Post.

My request for accountability has worked. Since 1986, I have heard from many customers who appreciate our open door policy. There have been cases when our employees failed to apply our principles or our practices needed improvement. In both cases, customers accepting my invitation have occasionally been responsible for changes that have helped improve our business practices. This has resulted in keeping Sierra Trading Post's customer satisfaction rating consistently among the highest in our industry.

I don’t know about you, but as a consumer, there have been occasions when I was unhappy with service rendered, and found it difficult to contact a supervisor or manager, let alone the owner. I do not want this for Sierra Trading Post.

Please feel free to write me if you have comments or questions about our “We Believe” statements. The easiest way to do so is to click here and begin your message with "We Believe."

Sincerely,

Keith Richardson

Chairman, CEO and Founder