THE A PUBLICATION FOR MEMBERS AND FRIENDS OF FIRST FEDERAL BANK
THE A PUBLICATION FOR MEMBERS AND FRIENDS OF FIRST FEDERAL BANK
FIRST FED UNVEILS UPDATED BRANDING
theassociation
A PUBLICATION FOR MEMBERS AND FRIENDS OF FIRST FEDERAL BANK
THE ASSOCIATION
Also inside:
• Hear from CEO and President Jason A. Meyerhoeffer
• First Fed’s Support of the WCA
• Meet Board Member Jess Flynn, COO Brenda Hughes, and Market President Melanie Weir
Staff
Nick L. Popplewell Editor-in-Chief
Tereasa L. Bendele-Nichols Executive Editor
Carli Hobson/CB Creative Photography
Chad Biggs/Red Sky Copywriter
First Federal Bank Board
Thomas E. Ashenbrener Chairman; Twin Falls, ID
Jason A. Meyerhoeffer Twin Falls, ID
Jeffery O. Williams Ketchum, ID
theassociation
Jess A. Flynn Boise, ID
Stephen D. Westfall Burley, ID
Lori H. Ward Twin Falls, ID
Jay P. Dodds Twin Falls, ID
THE ASSOCIATION
First Federal Bank Executive Team
Jason A. Meyerhoeffer President and Chief Executive Officer
Brenda K. Hughes
Senior Vice President, Chief Operating Officer
Michael D. Traveller
Senior Vice President, Chief Financial Officer
Jeff C. Jardine
Senior Vice President, Chief Information Officer
Michael W. Worthington
Senior Vice President, Chief Risk Officer
Shane T. Jenkins
Senior Vice President, Chief Credit Officer
Melanie Weir
Senior Vice President, Magic Valley Market President
James M. Reames
Senior Vice President, Treasure Valley Market President
Mark D. Stevens
Vice President, Human Resources Director
Nick L. Popplewell
Vice President, Marketing Director
Jason A. Meyerhoeffer | First Federal Bank President and CEO
I love First Federal’s brand—not just the tangible aspects like the big “1” logo, First Fed red, and messaging, but also what it stands for and the promise it conveys. First Federal’s brand is the product of 100-plus years of history and goodwill. So you may be wondering, if I am so fond of First Federal’s brand, why would I be excited about changes to it? Like many things in life, two seemingly conflicting conditions can and need to exist at the same time. In this case, our brand should honor our proud history and heritage while at the same time remain fresh and relevant in today’s world. This is what our brand refresh does.
The updates to the look and feel of the visual aspects of our brand are great. The First Fed red is a bit “redder.” The big “1” block logo has a fresh, new look. At the same time, the important intangible aspects of our brand - our mission, values, and promise to customers and communities - remain unchanged. As Idaho’s only mutual bank, the promise contained in our mission statement “to enhance the wellbeing of our customers by providing solutions to their financial needs” is our north star. It is a simple message but contains a few components I think are important to elaborate on.
The second aspect is “customers.” Obviously, all businesses exist to serve the needs of their customers. We are no different in that regard. As a mutual bank, however, our customers are also essentially owners. So, our interests are aligned with our customers’ interests. If we provide value to our customers, we are also providing value to our “owners.” We do not have the challenge of trying to balance the interests of shareholders and customers.
And finally, I would like to expand on the “solutions” part of our mission. It is really a product of the previous two aspects. If our mission is to enhance the wellbeing of our customers, it starts with knowing our customers and understanding their needs so we can identify solutions to help them in their financial journey. It is a customer-focused approach, rather than simply trying to sell the products and services we have whether you may need them or not.
Another promise contained in First Federal’s brand is that we value you as a person and customer and will offer excellent financial products at a good price. Will we always provide the highest deposit rates or lowest loan rates in all situations? Of course not. That would be impossible as well as reckless in terms of operating a safe and sound financial institution. However, you can be confident that we will always offer competitive rates without having to shop around or negotiate. Our goal is to establish a mutually beneficial relationship and make your banking easy and worry-free.
The first is “wellbeing.” Research shows that a person’s financial wellbeing plays an important part of their overall wellbeing. So, if we can help our customers improve their financial wellbeing, we are helping them improve the quality of their lives. That is something that inspires us.
The previous First Federal Bank brand (above) has been updated with a “redder” red and fresh look for the big “1” block (below).
COMMITMENT TO Community
A Century of Care: The Women’s and Children’s Alliance
It’s 1910. You just arrived in Idaho, perhaps from another country. Where do you live? Who can you trust? How do you adjust to your new community?
The YWCA provided this safe space for women more than 100 years ago. While the notion of a safe space continues to be served by the Women’s and Children’s Alliance (WCA) today, its history shows a focus on adapting and evolving to meet community needs.
In the 1980s, the organization focused its support on victims of domestic violence and sexual assault. Sixteen years later, it changed its structure to allow men to provide support as volunteers and to serve male victims. Its latest evolution, led by CEO Bea Black, emphasizes prevention work in schools to address unhealthy relationships early on.
Living its Mission
The WCA’s mission is to provide safety, healing, and freedom from domestic abuse and sexual assault. The WCA operates a 24/7 hotline, a court advocacy program, and emergency shelter for those in immediate danger.
Healing is another crucial component of the WCA’s work, delivered by licensed clinicians who provide counseling services to help individuals rebuild their sense of selfworth to move forward. “If you don’t ever process that trauma, then it festers,” Bea emphasizes.
Freedom often comes through financial empowerment. The WCA offers financial and life skills classes to help clients achieve economic independence. Case managers work with clients on specific needs, from finding a job to obtaining a GED to transportation.
Prevention and Community Building
One of the most significant challenges the WCA faces is addressing the root causes of domestic abuse and sexual assault. About ten years ago, the organization launched a prevention program targeting junior high and high schools via peer education. “We want young people to understand what it means to have a healthy relationship and how to set boundaries,” Bea says.
Community Support and Future Goals
The WCA’s work is bolstered by partnerships with organizations like the First Federal Foundation, whose recent grant improved internet connectivity and accessibility at the WCA’s shelters. “First Federal’s support helps us create the healthiest community possible,” Bea says.
While the WCA needs a variety of support, Bea encourages everyone to learn about the resources available and consider how they can help. Whether that means supporting someone you know or the WCA itself, you can be part of providing the safety, healing and freedom someone needs at the most critical time.
For more information about the WCA, visit wcaboise.org or call (208) 343-7025.
Bea Black, WCA CEO
Chad Biggs | Red Sky
BOARD MEMBER MUSINGS
Jess A. Flynn | Red Sky CEO
As the newest member of the First Federal Bank Board of Directors, it has been powerful to see the thought and commitment the bank has put forward in honoring its heritage while refreshing its brand for who the bank and its members are today. It’s what drew me to First Federal in the first placethe bank’s member-first focus, deep care for community, and an Idaho spirit of problem-solving and innovation.
What is a Brand?
“Your brand is what other people say about you when you’re not in the room.”
Sit with that for a moment. Consider what your personal brand is with this simple definition thanks to Jeff Bezos. Or, consider the thoughts you have and how you feel about the various organizations and companies you interact with on a regular basis.
You know in your gut when the advertising, marketing and communications a company puts forward doesn’t quite feel right. When it feels at odds with how you think of them. However, when it aligns with your thoughts and feelings –you also know.
That is the essence of an authentic and powerful brand. When all the elements that constitute a brand platform – values, promise, voice, identity, positioning – all work together. When perception and reality align. A brand platform helps an organization clarify what it stands for and the unique value it has to offer its partners and those it serves. A platform helps you share your brand’s identity, values, and messages with the intent of increasing awareness, engagement, and consideration with key audiences.
Building a successful brand isn’t done in a day, week or even a month. It’s a concerted, collaborative effort that requires self-evaluation and a deep understanding of your industry, markets and customers. Also, consider a brand a living component of a company. In many ways, its reputation … how someone talks about you when you aren’t there. Your reputation depends on a variety of factors and continues to evolve based on the relationships you build, the actions you take and the values you live by. Similarly, a successful, authentic brand is intentional and evolves as its community grows and changes.
It’s a privilege to be a small part of an Idaho brand (First Fed) that strives every day to not only meet but surpass these expectations; to go beyond mere transactions and aspires to enhance the wellbeing of our members across the Magic and Treasure Valleys.
What’s in a Name – Red Sky
Whether you are a sailor or not, you likely have heard the adage: Red sky at night, sailor’s delight. Red sky in morning, sailor’s warning. This inspired our company’s name, Red Sky, because it speaks to our foundational belief that there is a dual nature at the heart of communication. You need a strategic approach to communication in times of calm and crisis to position, promote and protect your brand.
The Jess Flynn File
As CEO of the public relations and marketing agency Red Sky, Jess provides strategy across a diverse client portfolio and leads the agency’s reputation management and executive training programs. With 25 years of journalism and PR expertise, she is a trusted advisor to private- and publicsector Idaho leaders who turn to her to handle high-stakes issue communication and crisis response.
Jess is an Emmy award-winning journalist, recognized as an Idaho Business Review CEO of Influence, and has served as a federal appointee to the National Women’s Business Council, leading the Rural Subcommittee. She is currently a Director of First Federal Bank, Honorary Commander of the Idaho Air National Guard, and executive board member of the Women’s and Children’s Alliance.
Learn more about Red Sky by visiting redskypr.com
FIRST FED :
Sharing Success Stories and Inspiring Insights
Chad Biggs | Red Sky
Illuminating a Legacy: Lytle Signs
You’ve seen them. Day or night, the creativity and craftsmanship of Lytle Signs standing out on the side of a trusted hospital, at a favorite restaurant or in front of the local gas station of a national chain. While each sign takes only a moment to capture your attention, the care and detail invested into every sign is a legacy that has been built over generations.
Lytle Signs started in 1948, at a humble neon sign workshop on the west end of Main Street in Twin Falls where founders Ray and Florence Lytle lived next door. Ray gained expertise bending neon glass tubes via the GI Bill and relocated his family for a job at a different sign company in town. They laid him off after two months. Undeterred, he started his own business. Today his company’s signs can be found all over the United States, while its core service area spans six states across the Intermountain West.
Creating a sign that stands apart and reflects an organization’s distinct vision requires a blend of art and engineering. Ryan Lytle, who leads the design team and represents the third generation of the family, works closely with customers to transform their visions into a tangible, vibrant reality. Significant care is taken to understand their branding goals and where a sign will
be located to ensure the sign reflects, and respects, the character and history involved.
Customers choose Lytle Signs because of the time invested into the creative process, as well as their expert craftsmanship and experience with a variety of tools, substrates and production methods. The team crafts signs from a diverse range of materials, from traditional metals such as aluminum and steel to modern plastics, by employing advanced fabrication techniques. The company also continually evaluates and invests in cutting-edge technologies and equipment. For example, Computer Numerical Control (CNC) – a machining method where a computer precisely controls a range of complex tools to manufacture metal and plastic parts - as well as innovative processes like vacuum forming and water jet routing. These efforts ensure Lytle remains at the forefront of its industry.
All of this relies on a safe working environment, a point of emphasis and pride for the company. Lytle has a fulltime safety coordinator on staff and each team member is deeply committed to the concept of family and looking out for each other - that everyone gets home safely.
A Tradition of Opportunity and Ownership
Taking care of one another had long been part of the Lytle culture by 2017, when the company took a momentous step forward. Rex Lytle, Ray and Florence’s son, and wife, Emmie, helped the company transition from a family-owned business to a 100% employee-owned enterprise through an Employee Stock Ownership Plan (ESOP). The transformation was not just about changing
ownership structure but about recognizing the loyalty and commitment of its employees.
JJ McBride, who helped with the transition for Lytle Signs and now serves as its president, emphasizes its impact: “The ESOP wasn’t just a business decision; it was a way to honor the dedication of those who have given decades of service to this company,” says JJ. “Our employee-owners understand that their hard work directly contributes to the company’s success and, by extension, their own futures.”
While Lytle’s leadership structure still reflects that of a typical business, the employee engagement distinguishes the company from its competition. Company shares are the most tangible benefit for employees, while an open book philosophy provides a unique level of transparency into operations. An ESOP committee, with
representatives from all divisions of the company, keeps employees informed about the business and the ESOP, while also helping to decide where the company invests its charitable time and donations. The result is continued company growth and loyalty that spans decades for many Lytle employees.
A Partnership Built on Trust and Mutual Growth
A strong, enduring relationship also defines Lytle Signs connection with First Federal Bank. JJ remembers opening his first account at age four or five. His family as well as the Lytles talk about longtime relationships with people who work at the bank.
“First Fed has always been there, through thick and thin, regardless of what was going on in the economy or with our company,” reflects JJ. “They helped finance our ESOP transition and have supported our growth every step of the way.”
The partnership extends beyond financial services; it’s seen through Lytle Signs’ and First Fed’s spirit of community. Both organizations actively participate in local events, such as the Twin Falls Light Parade, and charity fundraisers, showcasing their commitment to the community. Lytle’s involvement also extends to custom signage for nonprofits and other support for local charities.
“Partnerships with companies like First Federal are paramount in our story and our success,” notes JJ. “I’m really looking forward to the years ahead as our plans
and strategic initiatives take shape because I know they’re here for the ride with us.”
BANKER BI FEATURING
Brenda Hughes
CHIEF OPERATING OFFICER
Chad Biggs | Red Sky
Leading with Integrity and Innovation: Meet COO Brenda Hughes
Testifying before Congress.
While that phrase would keep most people up at night, Brenda Hughes saw the opportunity to do right for community banks in Idaho and their customers. Simplifying mortgage communications for customers and reducing associated regulatory burdens, especially for smaller banks, were among her key points.
It may not surprise you to learn that Brenda wanted to be a banker from an early age. Her career started in the late 80s, filing checks in a data processing role at a local bank. Soon, her talents and curiosity led her to an initial mortgage role at another bank, where she eventually became the regional mortgage manager.
While she enjoyed the work and admired both banks, First Federal was “the best game in town.” Aside from roles in collections and commercial real estate, Brenda spent the last 27 years shaping the bank’s mortgage and retail lending divisions, applying expertise spanning from origination and processing to underwriting, servicing, and the secondary market.
Brenda has also been a prominent figure in national banking circles, actively participating in the American Bankers Association (ABA), including as Chairman of the Mortgage Markets Committee, when she appeared before the Senate Banking Committee in 2017. Her testimony then reflected what continues to inspire her today.
“I am passionate about making things work smoothly and ensuring our customer experience is the best it can be,” says Brenda. Since she stepped into her new role as COO in January, Brenda’s goals include building a cohesive team, optimizing efficiencies across the bank, and leveraging technology to enhance how the bank serves every customer.
One of Brenda’s current initiatives is upgrading the bank’s online account opening process, making it as seamless
and easy as possible. She is also expanding the use of Robotic Process Automation (RPA), which streamlines manual tasks and automates repetitive processes. Her team is also introducing a ticketless system to make customer experiences better wherever they interact with First Fed. “All of this work aims to remove pain points for customers as well as to allow our staff to focus on higherlevel engagements,” Brenda explains.
Brenda’s community involvement spans local organizations, including the Realtors Association, Builders Association, and the Kimberly school board. Recently appointed to the College of Southern Idaho Foundation Board, her community engagements ensure that homeowners’ and communities’ needs are well-represented, mirroring her national advocacy efforts.
She also climbs mountains, literally, in her spare time. Brenda is among a few people who have climbed every Idaho peak above 12,000 feet. To date, Brenda’s highest summit has been Mount Kilimanjaro, located in Tanzania, East Africa, with an elevation of 19,340 feet above sea level. This passion, which started as a Mt. Borah summit at the urging of co-worker Norman Wright, has taken Brenda to new heights. She recently summited her 27th high point and is always looking forward to the next challenge.
While it’s been a while since she joined First Federal, she still values the local decision-making and close-knit collaboration that defines the bank’s culture. “We can react quickly, proactively determine our customers’ needs, and avoid the corporate noise,” she shares.
As Brenda looks ahead, she is excited about the opportunities for First Federal Bank to continue innovating and improving.
In her own words, “The best is yet to come.”
BANKER BI FEATURING
Melanie Weir
MAGIC VALLEY MARKET PRESIDENT
Chad Biggs | Red Sky
Unexpected Turns: Melanie Weir’s Path to Banking Leadership
“I was born to be a banker,” Melanie Weir says with a smile, “but I didn’t know it at first.”
As a college student, Melanie took a part-time job as a bank teller, thinking it would be temporary while pursuing aspirations of becoming a CPA. An individual income taxation class, along with an intriguing career conversation with a commercial loan officer, prompted her to change her major from accounting to finance.
This pivot set Melanie on a path through various banking roles, from teller to new accounts representative to branch manager to loan officer. Her career took an unexpected turn in 2005 when she gave birth to triplets, born three and a half months early, each weighing just over a pound. This led to an 11-year break from banking to focus on her family.
During this time, Melanie and her husband started two businesses, giving her valuable entrepreneurial experience. “I’ve sat on both sides of the desk,” she explains, emphasizing the importance of understanding the customer’s perspective, no matter the situation.
Melanie’s return to banking came at the request of a former colleague, who asked her to help open a new branch in Twin Falls. She again proved her ability to turn a startup location into a top-performing branch. Melanie would eventually join First Federal, where her ability to strategize and motivate, along with her deep market knowledge, makes her a vital resource.
Now, as Magic Valley Market President at First Federal, Melanie oversees retail banking staff, commercial lenders, mortgage lenders, business bankers, and wealth management advisors. “All the jobs I’ve had have prepared me for where I am today,” she reflects.
Melanie’s leadership style is collaborative and relationship-oriented, with a focus on strategic planning. “Humility is critical in leadership, as is caring and having a plan,” she believes. Her approach has led to notable successes, including a recent branch restructure that earned respect from the leadership team and Board. Melanie also ensures every employee understands the bank’s mission to improve customers’ financial wellbeing, as it helps guide every interaction and decision.
Throughout her career, Melanie has faced challenges, particularly as one of the few female commercial loan officers in her market early on. Her perseverance paid off, and she now mentors others, advising, “You can do hard things and it will be rewarding.”
Community engagement is another one of Melanie’s personal values that aligns perfectly with First Fed. She takes great pride in how employees support their communities across Southern Idaho, and the good work of the First Federal Foundation. She notes how inspiring it was to hear from local nonprofit grant recipients at a previous First Federal Foundation luncheon, each sharing the impact of the grant on their charity. Melanie has since been part of efforts to help identify additional local nonprofits to support, working closely with the Foundation.
What drives Melanie daily is her passion for finance and the human side of banking. Her journey reflects an unwavering focus on building relationships – with her team, customers, and community – ensuring everyone has a chance to grow and meet their goals. It may not have been a straight path, but it was the one Melanie was meant to be on.
EVOLVING WITH EXCELLENCE: FIRST FED’S BRAND REFRESH
Chad Biggs | Red Sky
In an ever-changing market, even the most established brands need to evolve to stay relevant and connected with their customers. For First Federal Bank, this evolution has come in the form of a thoughtful brand refresh, led by Vice President and Marketing Director, Nick Popplewell.
Nick explains that the decision for a brand update was driven by the need to modernize while honoring the bank’s long-standing heritage. “All great brands evolve over time. We looked at examples like Starbucks, Nike, and Apple. They make subtle changes to stay current without losing their identity,” he says. For First Federal, the aim was a similar evolution, not a complete overhaul.
The year-long process began with internal conversations, extensive market research, and consultations with Idaho-based branding experts Mitchell+Palmer. The goal was to create a brand that would resonate with both familiar audiences and new ones.
The updated branding goes beyond just a logo or color scheme. It’s about reflecting the bank’s values and ethos. “Our brand is much more than marks and colors; it has to be representative of who we are,
what we stand for and believe in, and serve as a promise to our members,” Nick emphasizes. The refresh is rooted in the bank’s strategic plan and mission to enhance customers’ wellbeing. As Idaho’s only mutual bank, First Federal prioritizes its members’ needs and interests as well as serving and improving the community.
“We want our brand to truly embody our ideals,” Nick explains. “Being a mutual bank is something special and a differentiator. We don’t have shareholders or owners to pay dividends to; instead, we
can reinvest in our communities and our members, offering market-leading products and services.”
Community-mindedness is a core component that the updated brand highlights, as is the focus on the state of Idaho. First Fed has a long history of supporting local causes and needs, beginning with the bank’s founding as a Building and Loan in 1915 –helping with a housing shortage in the early days of Twin Falls – to the establishment of the First Federal Foundation in 2003. To date, the Foundation has
contributed over $1.4 million in grants to various, Idaho-based non-profits.
“We are 100% focused on Idaho, which is something we are going to leverage and use as a competitive advantage,” Nick adds. “Most of our direct competitors are doing business in multiple states. We’re completely committed to the Gem State, to making it better and improving the lives of Idahoans.”
logo echoed that, we also wanted to leverage ‘First’ as an overall market position and ‘North Star’,” Nick mentioned. “Our renewed brand promise is ‘First’ in being employee-engaged, member-centric, community-minded, and Idaho-focused. We also say that it is not a coincidence that ‘First’ is in the name.”
FIRST FED RED
PMS 187
CMYK: 10, 100, 90, 25
RGB: 171, 5, 32
Web: #AB0520
GEM STATE GRAY
PMS 7540
CMYK: 40, 31, 26, 66
RGB: 60, 61, 67
Web: #3C3D43
Key elements of the revised brand include retaining the color red as well as the large “1” in the logo. However, the red is a little deeper and the “1” is modernized and strategically accompanied by the letters “st” to clearly signify “1st”. “There is now an official ‘First Fed Red’ as well as a new primary color, ‘Gem State Gray’,” Nick explains. “We also were very
WHITE
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
Web: #FFFFFF
BLACK
CMYK: 0, 0, 0, 100
RGB: 30, 30, 30
Web: #000000
intentional about making sure the logo was ‘1st’ and not just a ‘1.’ Although this seems simple, that level of thought and discipline is key to great branding. There should be an interconnectedness among all the brand elements – name, colors, logos, et cetera.”
Nick also has a competitive streak, a carryover from his previous career working in college athletics, which is visible in the updated brand. “In addition to ‘First’ being in our name and the importance the
The long-term vision for the First Fed brand is to make it more of a lifestyle brand, something that isn’t common to financial institutions and the banking industry. “It might sound a little ‘out there’,” stated Nick. “For a majority of the public, banks and financial services can seem sterile, rigid, and even cold. We want our members and the broader community to feel like we are relatable and an important part of their identity and personal makeup. Can we get to the point where people put a First Fed sticker on their car rear window, wear a “1st” hat or T-shirt while exploring Idaho, and other things? I don’t know but we are going to try.”
The brand refresh officially launched on June 20, and included a new bank website (www.bankfirstfed. com). In the coming months, the updated brand will
begin to appear on bank signage, stationary, and customer-related items, eventually replacing everything that features the First Fed brand.
Read the brand refresh announcement at BankFirstFed.com/Brand
SEASONS Scenic
Highlighting Businesses and Individuals who Contribute to the Grandeur of the Gem State
Chad Biggs | Red Sky
Moss Greenhouses: Cultivating a Legacy of Innovation
When his doctor urged him to find a less stressful profession, Ed Adams, who owned Adams Grocery in Gooding with his wife Ruth, bought a farm. Given the hard work and challenges of farming, it was a curious choice. But, to Ed’s credit, he did sneak away for an extended fishing trip each year to Central America.
After one trip, Ed returned with a busload of plants. This fueled his passion for horticulture that would extend into future generations. Founded in 1940, Moss Greenhouses now spans four generations, each bringing their unique touch to the cultivation of quality plants.
Some generations required more persuasion than others, however.
Despite being born where Moss Greenhouses now operates, CEO Jennifer Moss never envisioned herself joining the family business. After graduating from the University of Idaho, where she earned two bachelor’s degrees in communication studies and public relations, she worked in the hospitality industry doing restaurant management for a few years.
Jennifer’s brother Dewey (now CFO) also had his own plans. He was a very successful pro ski racer from a young age. He raced downhill competitively and attended Park City Sports School, allowing him to focus on skiing for much of the school year. He retired from competitive skiing after college, where he earned a business degree from the College of Idaho with a specialty in finance. After college, he took a job with the US snowboard team as a wax technician for the boardercross team, working with them in the winters and for Moss Greenhouses in the springs.
In 2012, Jennifer decided she wanted to work for a company that shared her values of integrity. She joined Moss Greenhouses that January, starting in retail sales and working her way up. Dewey became full-time at Moss Greenhouses in 2016 after one Olympic cycle. Today, under their leadership as CEO and CFO respectively, Moss Greenhouses continues to thrive.
While it has taken different shapes over each generation, a common thread of innovation and forward-thinking persists throughout the history of Moss Greenhouses. By 1952, Adams Floral was supplying grocery stores with potted plants and cut flowers, bringing Ed full circle. Horticultural passion and engineering precision became a further hallmark of the business when Carolyn Adams, Ed’s daughter, met and married DeWitt Moss, whose
nuclear engineering expertise took them around the nation. Eventually they returned to the Magic Valley and were quickly tasked with growing more plants.
Kevin Moss, DeWitt’s son, brought another distinct wave of innovation. With a background in mechanical engineering, Kevin introduced advanced growing techniques, establishing Moss Seedlings and expanding the business significantly. Kevin and his wife Dana, the parents of Jennifer and Dewey, also oversaw the transition to an Employee Stock Ownership Plan (ESOP) in 2006, ensuring that the legacy of Moss Greenhouses was carried forward by dedicated employees.
Moss Greenhouses prides itself on producing top-quality plants suited to Idaho’s unpredictable weather. This insight, combined with a commitment to quality and reliability, sets them apart from competitors both locally and regionally. Additionally, Jennifer’s active involvement in industry associations like the American Horticulture Association and her participation in the Horticulture Research Institute’s Leadership Academy reflect the company’s industry-wide leadership and strategic vision.
Ever since that busload of plants arrived in the Magic Valley, Moss Greenhouses has been known for its perseverance and embracing modern innovations. Today that means using artificial intelligence to enhance operations, testing new plant varieties years in advance, and adopting cutting-edge technologies to stay ahead of the market.
Still, relationships matter most. Jennifer Moss emphasizes the core values that have driven Moss Greenhouses’ success over generations. “You are only as good as your word,” she says, highlighting the importance of integrity and accountability.
Jennifer’s leadership, along with her brother Dewey’s expertise as CFO, has propelled the company to new heights. Despite the challenges posed by the pandemic, Moss Greenhouses experienced a 43% growth, specifically capitalizing on the explosion of interest in gardening during that time – another testament to their resilience and adaptability.
The relationship with First Federal Bank has also been instrumental. “First Federal has stood behind us as we grew the company. Their customer service is top-notch, and they always give you a courtesy call if something’s a little off,” Jennifer shares. This partnership has provided the financial support and stability needed for Moss Greenhouses to thrive and expand.
As Moss Greenhouses continues to grow and innovate, the legacy of hard work, integrity, and community involvement remains at its core. With each generation building on the past and embracing the future, Moss Greenhouses shows what can be achieved through passion, innovation, and strong partnerships.
To learn more about Moss Greenhouses visit mossgreenhouses.com.
PRODUCT HIGHLIGHT: BUSINESS BANKING
Chad Biggs | Red Sky
Business Banking at First Fed: A Competitive Advantage
For Idaho business owners, finding a bank that understands their unique needs can be as challenging as finding one focused purely on Idaho communities. This customer-centric, all-Idaho approach is what drew Brian Gonzalez, Regional Business Banking Manager, to First Fed. With 27 years of banking experience, Brian knows success revolves around building strong relationships.
Brian serves the Treasure Valley market, while his counterpart Ashley Tripp covers the Magic Valley area. Together, they form part of First Federal Bank’s dedicated business banking team.
“We meet clients on their turf to understand all aspects of their business,” Brian explains. “This allows us to make informed decisions that benefit everyone.”
Comprehensive Business Services
First Fed has expanded beyond traditional commercial lending to offer a full range of business services. “Our team specializes in everything business-related minus loans, that’s where we partner closely with our lending team,” Brian notes. This specialization includes day-to-day operations like payables, receivables, and payroll, ensuring a seamless banking experience.
Personalized Attention and Responsiveness
Because business owners have an endless range of responsibilities, Brian and team recognize the value of having a single point of contact. “I’m your go-to for anything business banking-related,” Brian emphasizes.
Having someone who knows your business means efficiencies are gained as well as issues are avoided. And if a problem does come up, it can be resolved quickly, even if it requires a team approach behind the scenes. “I’ve never seen a structure like First Fed, where everyone is actively collaborating and willing to act with urgency solely for the customer’s benefit,” Brian adds.
Tailored Solutions
Brian acts as a consultant, helping businesses optimize operations and safeguard assets. He focuses on improving performance, maximizing interest earned,
and protecting deposits. “Our goal is to create value, making the transition to our bank an easy decision,” he notes.
Technology that Differentiates
In the competitive financial services landscape, First Fed leverages technology to further improve the customer experience and standout amongst peers. “Our online platform is one of the easiest to navigate,” Brian points out. “Demonstrating its simplicity often seals the deal for new clients.”
Proactive Fraud Prevention
Security is another area where First Federal Bank excels. The bank proactively monitors suspicious activities and quickly contacts clients if anything unusual is detected. They also encourage businesses to implement internal controls and security policies. “We want to ensure our clients are protected both internally and externally,” Brian explains.
An Ongoing Investment
Beyond the initial commitment to understanding the nuances of a business, Brian conducts regular reviews to assess all aspects of a client’s banking needs and anticipating future requirements.
Brian is also passionate about supporting the local business community. He has served on the advisory board for Junior Achievement of Idaho, and continues to teach financial literacy in local schools. He’s also exploring opportunities to provide financial education to employees of local businesses. “Anytime I can help with financial literacy, I’m on board,” Brian says.
It’s another way for Brian and First Federal to give back and be part of a community they believe in. After all, they aren’t just serving Idaho businesses – they’re partnering in their success, one relationship at a time.
Learn more and get it touch with a Business Banker by visiting BankFirstFed.com/Business
FIRST FED NAMED IDAHO’S TOP LENDER
The Independent Community Bankers of America (ICBA) just named First Federal Bank as the top mortgage and consumer loan lender in Idaho. Nationally, First Fed was recognized as 11th best in the category of banks with over $1 billion in assets. Using FDIC data for 2023, ICBA calculated a lender score out of 100 for each community bank. The score combines the average of the bank’s percentile rank for lending concentration and loan growth in each lending category over the past year, adjusted for loan charge-offs at certain percentile thresholds. First Federal Bank was the only Idaho bank acknowledged by the ICBA’s research.
“We are very proud to be recognized by the ICBA and their publication, Independent Banker, for our efforts in the mortgage and consumer loan space,” stated Jason Meyerhoeffer, President and CEO of First Federal Bank. “A hallmark throughout First Fed’s history has been our focus and commitment to enhancing the financial wellbeing of our members. This recognition is also a testament to the incredible work of our employees. They truly live our mission to help others and improve lives.”
“Community banks are pillars of their communities and work hard every day to serve the unique needs of their local customers,” ICBA President and CEO Rebeca Romero Rainey said. “These top lenders should take pride in this recognition, knowing that their work makes a positive impact in helping their communities flourish.”
The ICBA’s recent issue of Independent Banker, in which First Fed was recognized, highlights how top agriculture, commercial, and consumer and mortgage loan producers are navigating the evolving economic environment while meeting the needs of their customers. This year’s standout performers have demonstrated remarkable flexibility and ingenuity while maintaining strong community ties that have contributed to their success and strong, prosperous communities.
About the Independent Community Bankers of America
The Independent Community Bankers of America have one mission: to create and promote an environment where community banks flourish. The ICBA powers the potential of the nation’s community banks through effective advocacy, education, and innovation.
Angle Angle
The Cure for the Summertime Blues
Eddie Cochran clearly wasn’t a fly fisher. Fly fishing in summertime is an excellent cure but you do need to have a plan. That plan should be built around water, insects, and crowds.
Water drives the season. Snowmelt and spring rain can delay your start. Keep an eye on flows. Not all rivers open at once. In early summer, focus your attention on spring creeks (fed by underground springs, not snowmelt). Once runoff slows, you can progressively look at freestone rivers (rivers fed by snowmelt). These clear at different rates based on elevation. By mid-July, generally you’ll have your pick. If waiting is too much for you, look at lakes in early summer. They fish well when the main body is cold and the edges are warm. That’s where the fish will be early on.
Next are the bugs. Fly fishing is all about bugs. Bugs generally start big and get smaller throughout the year. Generally. Look for big stoneflies and big mayflies early in the summer. Caddis can be strong early on as well. By late
July, bug sizes will get smaller. Spring creeks and tailwaters (rivers coming off the bottom of a dam) will produce fewer types of bugs but more of them. Freestone rivers generally produce lots of variety and less volume. Tie accordingly or get help from your local shop.
Lastly comes crowds. Many fly fishers are fair weather (although this is changing). Most want to fish when it’s nice. So, you’ll be competing with many other anglers much of the time. There are ways to beat the crowds. One, fish less popular times. Many folks pack up early when it gets hot. Yes, the fishing can be tougher, but you’ll have more river to yourself. Fish at night. Lots of great fishing can be had in the late evening hours and in the dark. Lastly, get off the beaten path. Hike up a mountain creek or to a lake and fish all by yourself.
Summer is excellent. Take a minute to devise a plan and you’ll maximize those precious moments on the water. Tight lines!
Mark Stevens | First Federal Bank Human Resources Director
