The JC Penney Golden Rule Award is presented to groups and individuals who have performed outstanding volunteer service to their communitites. The awards are named for James Cash Penney's first store, "The Golden Rule," established in 1902 in Kemmerer, Wyoming, and for Mr. Penney's own dedication to service -- first in business, and then in decades of philanthropy and personal service to many causes.

"Let us keep in mind that the community service we can render is of the greatest value when we work for the common good. No man or organization can long exist selfishly."

James Cash Penney