The stores in small towns and rural areas across America have been devastated by the arrival of Walmarts, whose low prices and foreign imports drive the small stores out of business. Main streets across the nation are marked by empty stores.

This is a story of a near century-old store in Moundsville, West Virginia, that managed to survive. The story explains how Ruttenberg’s has withstood the competition.

It is a reminder that competition can make you stronger, or, if the competition is a mega-giant, it can kill you and wipe out your town’s Main Street.