Torchlight - Winter 2025

TORCHLIGHT

BBB® | Winter 2025

Laila Hutchison 2025 Student of Ethics Award Winner

John Wilbers The Wilbers Law Firm LLC

Elsa Avila Elsa’s Cleaning Company

Local businesses and people making a difference - pg 4 Customer reviews: A tool for trust - pg 7 Your BBB AI advantage - pg 10

The official magazine of Better Business Bureau® Serving Greater Missouri & Southern Illinois

PAYING IT FORWARD: HOW KINDNESS THRIVES IN ETHICAL BUSINESS This fall, we wrapped up of our busiest – and most satisfying – times of the year, Torch Awards for Ethics season. We once again honored businesses, students and charities throughout the region, spotlighting some of our best in the St. Louis, Springfield, Cape Girardeau, Columbia and Quincy regions.

You’ll read about some of those Torch Award for Ethics honorees in this edition. The honorees personify what’s right in our local marketplace. You’ll note that many of these businesses “pay it forward” with how they give back to their communities.

At the St. Louis Torch Awards for Ethics luncheon, we were honored to have Kevin Tuerff as our keynote speaker. Kevin is the author of “Channel of Peace: Stranded in Gander on 9/11.”

His tale is one of the true stories that inspired the Broadway musical “Come From Away.” Kevin was traveling from Europe on the morning of Sept. 11, 2001, when his plane was rerouted to the tiny town of Gander, Newfoundland.

In an instant, Kevin and his fellow passengers – along with those of 37 other planes that were rerouted to Gander – were refugees. They were strangers in a strange land, not knowing how they were going to survive.

What they found was a small town filled with compassion for their temporary visitors. Kevin told us about how

the community came together to care for them. The people of Gander “paid it forward” without blinking an eye.

Kindness isn’t confined to spontaneous acts – it thrives in everyday interactions and professional ethics. The Better Business Bureau champions this through our Standards for Trust, the eight guiding principles that aim to foster integrity and transparency in the marketplace:

• • • •

Build trust Advertise honestly Tell the truth Be transparent

• • • •

Honor promises Be responsive Safeguard privacy Embody integrity

These principles mirror the essence of paying it forward.

Businesses that live by them don’t just win customers – they earn trust and foster a culture where integrity brings forth generosity.

You’re reading this magazine because you happen to be an Accredited Business or an Accredited Charity with BBB. Earning that Accreditation was not easy.

Those who are able to qualify are part of an elite group that believes the path to real and lasting success is to dedicate any organization to honest, integrity and customer satisfaction.

BBB was founded by business for business, with the understanding that what is good for consumers is good for everyone. While any trustworthy, ethical business may be able to attain a high rating, only those fully committed to Accreditation and

ACCREDITED BUSINESSES ELECT 2026 BOARD OFFICERS Adriane Yates, Director, Customer Experience Business Services at Spire, was elected chair of BBB’s Board of Directors, effective Jan. 1, 2026.

Yates succeeds Greg Kendall, Senior Vice President - Business Banking Division at Commerce Bank. Kendall remains on the Board as Immediate Past Chair.

Other officers elected were: • Vice Chairman: Tom Linhares, Dodge Moving & Storage Co. • Treasurer: Ben Stegmann, Second Mile Service Company • Secretary: Terri DeMent, Nestlé Purina • President & CEO: Michelle L. Corey

2 | BETTER BUSINESS BUREAU

the spirit of BBB will be able to appreciate the value that comes with embracing BBB’s standards, and only they can display the Seal.

Consumers look for Accreditation as a sign an organization will be fair, do what’s right and give a dollar’s value for a dollar spent.

BOARD OF DIRECTORS Don Brown

Lauren Marks

Angela Caputa

Meghan McClure

Terri DeMent

Brian Nagy

Tom Gershman

Sean Nesbit

Seth Goldkamp

Brett Randoll

Don Brown Chevrolet Hoffman Brothers Nestlé Purina

Gershman Mortgage Design Aire Heating & Cooling

Barry Grant

Gonzalez Companies, LLC

Suzanne Grossman

Graybar

RubinBrown

DH Pace Company, Inc. Fence & Deck Depot McBride Homes

Stefan Sigurdson Allen Roofing & Siding

Ben Stegmann

Essence Healthcare

Second Mile Service Company

Those consumers know that if they do business with you, you’re going to make things right if something goes wrong. There is an understood level of trust between you and your customer because of your Accreditation with BBB.

Schron Jackson

Bob Strate

Now that we’ve settled into a new year, we should all take a minute to sit back and think about how we can “pay it forward.”

Maritz

Whether sparked by global events – like in Kevin’s case – or built into our professional code – like BBB’s Standards for Trust – kindness has a cascading, transformative power. We all have the chance to pay it forward in our neighborhoods, workplaces and everyday encounters.

The question is:

Who will you touch today with your kindness, and who will they pay it forward to next?

We appreciate your continued commitment. We hope 2026 is bringing you good health, happiness and continued opportunities for growth and success, and many chances to pay it forward.

Schnuck Markets

Greg Kendall** Commerce Bank

Sarah Kiefer John Legens Drury Hotels

Ted Liebig

TREND Manufacturing Co

Tom Linhares

Dodge Moving & Storage Co.

Callier & Thompson Kitchen Bath Appliance

Mary Schwartz Westerhold

Madison Communications

Launders Wince Ameren MO

Adriane Yates* Spire

Michelle L. Corey*** Better Business Bureau

* Chair of the Board ** Immediate Past Chair *** President & CEO

Better Business Bureau Serving Greater Missouri & Southern Illinois 211 N. Broadway, Ste. 2060 St. Louis, MO 63102 Phone: (314) 645-3300 Fax: (314) 645-2666 Hannah Kloppenburg, Editor Email: hkloppenburg@stlouisbbb.org Cover photos by Carla Smith

Michelle L. Corey President & CEO, CAE

TORCHLIGHT

Torchlight (ISSN 1547-2043 USPS 053-540) is published quarterly

by Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102. Subscriptions are available to BBB Accredited Businesses only. Periodicals Postage Paid at St. Louis, MO. Postmaster please send change of address to: Torchlight, Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102.

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PAYING IT FORWARD For many, part of acting ethically is serving others – whether that be through volunteering, donations, sharing your knowledge or simply treating your customers and community with respect. These ethical businesses and individuals are using their success to give back.

Elsa’s Cleaning Company Elsa Avila saw her business’ growth as an opportunity – not just for herself, but to bring others along.

Avila founded Elsa’s Cleaning Company just a few years ago as a one-woman operation, fueled by entrepreneurial spirit and the desire to provide for her children as a single mother. Since then, she has grown her business exponentially to offer residential, commercial, post-construction and move-in/move-out cleaning throughout the St. Louis region.

She now leads a team of 10 women, many of whom are single mothers themselves. Avila said it’s important to her that her employees have the support she wishes she had earlier in her career, when she was exhausted from working and unable to spend quality time with her kids.

“I was heartbroken that I couldn’t spend the summer with my kids. So now I create jobs for single moms, and I can give them flexibility,” she explained. “One of my dreams is to next year provide free childcare for them so they can provide for their kids.”

“We’re stronger when we grow our knowledge and we grow faster when we’re helping somebody else to be successful, to achieve their dreams.” - Elsa Avila When Avila first concepted her business, she sought education and professional resources that helped it grow quickly.

Resources from the Hispanic Chamber of Commerce of Metropolitan St. Louis and SCORE helped her establish some of the systems that have enabled her business to thrive. “The Chamber has been my classroom,” Avila said.

And as soon as she was able, she began sharing her knowledge with other small business owners. Avila said she began by posting tips on TikTok – the best ways to clean with efficiency and quality, products she recommends, how to price your services and how to create and prioritize systems for your business’ operations. “People started sharing and following me, like other cleaning companies and entrepreneurs who wanted to start a cleaning business but didn’t know how to structure the business,” she stated.

This culminated in a conference Avila recently co-hosted in New Jersey alongside her friend and fellow entrepreneur Carolina Arellano. The event was attended by over 100

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cleaning companies from across the country.

“We now have a community... we give them mentoring twice a week and we try to help them resolve the Above: Elsa Avila, owner of Elsa’s Cleaning problems they’re Company, wearing her company’s uniform. facing in their everyday business lives,” she said.

Avila first chose to become BBB Accredited at the recommendation of a mentor at the Hispanic Chamber. “I signed up the same day he told me all the benefits you receive through the BBB. You receive clients, you receive credibility, and it’s one of the most important accreditations that your business can have. It just sets a good standard of trust,” she said.

Through every aspect of her business – her employees, her customers, and other entrepreneurs – Avila is uplifting others. For her, it’s an inseparable part of running an ethical BBB Accredited Business. “An ethical company for me has been running my business not just for the profit, but for the impact you can have on other lives,” she said. “For example, my employees – we care for our clients, for the families we’re cleaning for, the businesses we’re cleaning, but most importantly for our own families. And that’s more important for me than just the profit.”

Above: Laila Hutchison with her Student of Ethics Award certificate at the 2025 Torch Awards for Ethics event in St. Louis.

Avila said that business owners who are looking to give back can consider sharing their knowledge, too. “We’re stronger when we grow our knowledge and we grow faster when we’re helping somebody else to be successful, to achieve their dreams. I believe every woman has a right to success, so let’s grow stronger together,” she said.

“To women who want to create a business, I would say don’t stop. Even if you don’t have all the tools at the beginning, you will find them on the way to success,” Avila concluded.

“And just remember your why. For me it was my kids. So whenever those hard times came, I was like, I’m doing this for them.”

Laila Hutchison Laila Hutchison, one of the 2025 winners of BBB’s Student of Ethics Award scholarship, is living proof that it’s never too early for young people to begin thinking about ethics and giving back.

Hutchison stands out not just for her academics, but for her enduring commitment to making a positive difference. In her winning Student of Ethics Award essay, she wrote about her experience with classmates vaping at school and how this inspired her to get involved with the Prevention First Youth Advisory Board, a group that debunks myths about drugs and offers student-led solutions.

“I was so honored to win that award,” Hutchison said. “I think that a lot of the time it can be scary to do the right thing. Teenagers are still developing. They’re trying to figure out who they are, they want approval from others. From an early age, I’ve been sure of who I was as a person.”

Hutchison explained that kids are tricked by the pervasive myth that vaping is healthier or better than smoking tobacco, and that she wants to encourage others to stand up for her peers and their futures. “It takes a lot to recognize it’s wrong and to tell somebody,” she said. “And I think that part of having good ethics is just surrounding yourself with people who want to make a change like you do.”

This mindset is nothing new for Hutchison, who started thinking about her impact on the world around her at a young age.

As a middle schooler, she ran a YouTube channel called “The Kindness Cup,” which featured interviews with people in her community who were spreading kindness.

And as a senior at Collinsville High School in Collinsville, Il., she’s devoted her time to several causes. One of the most important to her is the Childhood Cancer Awareness Club,

where she’s enjoyed raising awareness for the cause as a club officer. She also had fulfilling experiences working with kids at youth theatre and tennis camps, serving as a Special Olympics Partner and organizing charity drives for causes like women’s hygiene.

She recommends that other students who want to get involved start small – simply show up at a school club or a volunteering event. “The minute you step into high school, you’re scared. You’re in a new environment, there’s older kids there, there’s all these different things people are telling you to do...be this person, join this club. You should always go for it,” she said. “You never know the change you’re going to make just by saying yes.”

“Seeing their eyes light up and seeing them be creative and curious is so fulfilling.

It made me realize how important it is to have older people in your life to help foster all your passions...I’m really glad I could do that for young kids.” - Laila Hutchison Hutchison said she keeps coming back to community service because of the ripple effect: “It’s seeing the difference and the smile on people’s faces. Seeing them know that people are there for them. They feel less alone, and then I feel less alone,” she explained. “Positivity and kindness is an endless cycle. The minute you throw it out into the universe, it just comes right back at you.”

Hutchison shared that the support of her parents and teachers has been invaluable to help her grow. She hopes to keep paying it forward as she aims to become an occupational therapist and work with young children after high school. “Seeing their eyes light up and seeing them be creative and curious is so fulfilling,” she said. “It made me realize how important it is to have older people in your life to help foster all your passions...I’m really glad I could do that for young kids.”

The Wilbers Law Firm LLC What began as a grassroots marketing campaign grew into something much larger – and now, a BBB Accredited law firm is paying it forward in a very literal sense.

The Wilbers Law Firm LLC is a St. Louis-based firm specializing in vehicle accident, severe injury, and products liability cases, as well as some civil rights cases. For the last few months, owner John Wilbers has been running Cash Stash St. Louis, a viral social media movement that involves hiding bundles of cash around the city and posting clues to their location for lucky winners to find.

Above: John Wilbers, owner of The Wilbers Law Firm LLC, seated in his office at the company’s Clayton, Mo. location.

TORCHLIGHT

Wilbers said that he had historically relied on referrals as marketing, but he felt that social media could be an

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opportunity to make an authentic connection. “I originally liked the concept because it drives people to your Instagram page, but the money goes into people’s hands in the community,” he said.

He expected the account to have a mild impact, and he liked that there was no way to have an advantage in the contest, other than having familiarity with St. Louis landmarks. The ripple effect ended up being much greater than he expected.

“It’s very rewarding for me to give back to the community in that way, instead of giving the money to some marketing group out of state.” - John Wilbers “What blew me away was a few people in particular who found the money and it was life-changing,” he said. “At some point in everybody’s lives, there’s always a time when we need some money. I remember being there myself.”

“For some people, it means whether or not they have a place to live,” he continued. That was the case with one winner, a single mother of two children who was behind on her rent and at risk of eviction. Other winners have used it for their car payments and even an engagement ring.

“There’s been a host of reasons why it’s been a beacon of hope for people. I think that’s why so many people love it,” Wilbers explained. “Not only is it fun to find it, but it feels good when you know it’s going to people who can really use it. It’s very rewarding for me to give back to the community in that way, instead of giving the money to some marketing group out of state.”

BUSINESSES REPORT INCREASED SCAMS In a poll conducted by the St. Louis, Omaha and Dallas BBBs, Accredited Businesses largely said they were noticing increased scam attempts.

• 2 of 3 businesses surveyed said a scam had impacted their business • 51% of respondents said scammers targeted their business, but failed • 36% said they lost goods, services, money or information to scams Want more insights from local BBB polling? Scan the QR code. →

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In an industry where ethics are highly regulated and trust is paramount, Wilbers feels that giving back helps you make connections and show clients and fellow professionals where you stand. “There’s a lot to be said for having accountability within the community, especially when you’re hiring professional services,” he said.

“When you hire a law firm like us, we’ve been here a long time and we’re accountable to people in St. Louis and Missouri because this is our home.”

Above: A Cash Stash St. Louis social media post showcases a lucky winner.

Wilbers expressed that a business’ conduct is another way to show accountability and signal trust – he said his team prioritizes communication and comfort for their clients, many of whom are recovering from traumatic experiences.

Third-party validation also helps, and one of the first steps he took after starting his firm was BBB Accreditation.

“I think it’s a foundation of public trust. It’s something people look for when they’re hiring anybody,” Wilbers said. “The longer you maintain it, the better it is. And it’s a benchmark that separates legitimacy from not legitimate, or ethical from unethical.”

Wilbers said that Cash Stash St. Louis has helped him make new connections with all kinds of people across the city, and he decided to keep the game going indefinitely after realizing its impact. He and his team plan to continue giving away $3,000-$4,000 per month. Anyone interested in playing along can visit @wilbersinjurylaw on Instagram. BBB

THE POWER OF TRUST IN BBB CUSTOMER REVIEWS Your company’s digital footprint matters. In today’s marketplace, customer interactions regularly begin online – and many start when someone reads a review.

According to a BrightLocal survey, 97% of consumers at least “occasionally” read reviews, and 89% say that those reviews influence their purchasing decisions!

Plenty of websites offer customer reviews, but what sets BBB Customer Reviews apart is trust: • •

BBB vets all reviews to make sure they come from real, confirmed customers – not bots or spam.

Reviews on BBB.org are tied to BBB’s longstanding reputation of trust – putting extra weight behind those reviews on your Business Profile.

It’s in your best interest to encourage lots of reviews on your BBB Business Profile. First of all, those reviews are extra effective because you and your customers alike can trust that they are real and transparent.

Second, reviews can help make your BBB Business Profile more visible when people search using AI tools like ChatGPT or CoPilot. These AI “answer engines” look for trust signals like third-party accreditation, longstanding sources and customer reviews when customers enter queries like “construction companies near me” or “best plumber in my area.”

BBB’s Customer Reviews can be a powerful tool to enhance trust in your company and help you gain new customers. With that in mind, how can you get the most out of reviews on your BBB Business Profile?

Encourage customers to leave a review The best way to encourage reviews is to just ask (politely)! Customers may not be aware that they can leave a review on your BBB page. Many will be happy to leave a review if asked, especially if they just had a great experience with your company.

TORCHLIGHT

Tips for encouraging reviews: • • • •

Ask directly after a positive interaction.

Use email follow-ups.

Request a review on the invoice or receipt.

Use BBB St. Louis’ Customer Review Generator (CRG) tool, which makes it easy for customers to leave a review when you’re still top of mind! This is a free tool available to Accredited Businesses only. Scan the QR code to learn how to use CRG.

Remind customers to verify their review We already know that BBB Customer Reviews are vetted, and that’s what sets them apart – and because of that, your customers must verify their review before we can post it on your BBB Business Profile. It’s part of our process for making sure that the review isn’t the work of spammers or bots.

When you request reviews from customers using Customer Review Generator, let them know that they’ll receive a verification email from BBB and that it’s important to verify their review!

This will ensure that you and your customer both get the most out of this interaction – their time isn’t wasted, and your business and local consumers alike benefit from a transparent, verified review.

Respond to reviews – whether positive or negative It’s good practice to respond to all reviews, even if they’re negative. Responding to a positive review shows the customer that you’re grateful for their business and eager to serve them again. On the other hand, a negative review is an opportunity to repair a customer relationship – take the chance to thank your customer for their input and offer a solution. BBB

Tips for responding to reviews: • • •

Thank the customer for their business and for sharing their opinion.

Be friendly, helpful and energetic.

Personalize it: Don’t use canned wording that isn’t specific to the customer’s concern.

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2025 BBB TORCH AWARDS FOR ETHICS St. Louis, MO

Winners were honored with an awards luncheon at the Missouri Athletic Club.

Emcee: Margie Ellisor, Fox 2 News Anchor • Featured Speaker: Cara Spencer, Mayor of the City of St. Louis • Keynote Speaker: Kevin Tuerff, Pay it Forward 9/11

2025 Winners (above)

Businesses & Nonprofits (left to right): WestInn Kennels Inc. • West St. Louis County Chamber of Commerce • Cornerstone Center for Early Learning • Miriam School and Learning Center • Madison Communications • Saint Louis Closet Co. • Barry’s Gutter and Home Repair • Volpe Consulting & Accounting Services • Chesterfield Service • Advance Carpet One Floor & Home Student of Ethics (seated, center): Laila Hutchison, Collinsville High School • Grady Simpson, Fairfield Community High School

Ambassador Award (center): Karen Nolte, FamilyForward

2025 Sponsors

Underwriting Sponsor: Dave Mungenast Family of Dealerships Student of Ethics Sponsors: Drury Hotels, Nestlé Purina Contributing Sponsors: LewisRice, McBride Homes Patron Sponsors: Allen Roofing & Siding, Ameren, Commerce Bank, Graybar, Hoffmann Brothers, Rottler Pest Solutions, Waterway Gas & Wash

Cape Girardeau, MO

Winners were honored with award presentations by Regional Director Sydney Waters. Each winner received a video spotlighting their business, created by Greg Vaughn of Media Leaf LLC (a past Torch Award for Ethics winner).

Capetown Senior Living

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Melvin Mills Roofing LLC

Media Leaf LLC

CEDaddy, Inc.

Spring field, MO

Winners were honored with an awards luncheon at the Old Glass Place. Emcee: Bailey Strohl, Anchor for KOLR10 - KRBK - KOZL • Keynote Speaker: Heather Noggle, cybersecurity expert and Advisory Board member of the Missouri Cybersecurity Center for Excellence

2025 Winners (below)

Businesses (left to right): John Marion Custom Homes LLC • Advanced Car Care Center • Patriot Heat & Air • Primate Digital Marketing • Lebanon Area Chamber of Commerce Student of Ethics (top right): Aleyse K. Goodfriend, Central High School

2025 Sponsors

Premier Sponsor: Patriot Heat & Air Student of Ethics Sponsor: US Bank Partner Sponsors: Craig Automotive Services, Rottler Pest Solutions, SS&B Heating and Cooling

Columbia, MO

Winners were honored with awards by Regional Director Khesha Duncan during an Accredited Business networking event at the Tokyo Club. Each winner received a video spotlighting their business, produced and broadcast by Mediacom.

Left to right: Prost Builders • Manor Roofing & Restoration Services • Mutrux Automotive

Quincy, IL Winners were honored with award presentations

by Regional Director Don O’Brien. Each winner received a video spotlighting their business, produced and broadcast by WGEM News.

Left to right: Kunes Auto Group of Quincy • Golden Bridges, Inc. • MWSC School Kits, LLC

TORCHLIGHT

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BBB ACCREDITATION: THE AI ADVANTAGE Search is changing, and trust is the new currency. Consumers aren’t just using Google to find businesses anymore – they’re asking generative AI tools like ChatGPT, Microsoft CoPilot and Google Gemini who they should trust. These AI “answer engines” receive over 7 billion visits per month! AI tools deliver one compiled answer, pulled from the most reliable and authoritative sources online. That means credibility and trust signals like BBB Accreditation matter more than ever.

BBB Accreditation aligns with what AI answer engines look for: • • • •

Trust & visibility – AI tools look for longstanding, authoritative and trusted sources — and BBB is one of the most trusted consumer brands.

Accurate, verified info – BBB intentionally structures BBB Business Profiles so that they’re wellorganized and easy for AI to crawl, helping it deliver trusted answers about your business.

Reputation advantage – AI looks for trust signals when recommending a business. BBB Accreditation signals transparency, integrity and a commitment to resolving customer concerns — all qualities AI tends to highlight to consumers.

Competitive edge – Many businesses aren’t prepared for how AI is reshaping search. BBB Accreditation may help your business be included in the answers consumers see first.

BBB Accreditation has always helped show customers you are trustworthy – and now, it can signal trust in AI search, too. Scan the QR code to learn more.

BBB IN THE COMMUNITY

The U.S. Postal Service requires publication of Form 3526 annually for all publications.

If you would like a full-size copy of the form, please contact the editor: hkloppenburg@stlouisbbb.org You may also mail your request to: Editor, Torchlight BBB St. Louis 211 N Broadway, Ste. 2060 Saint Louis, Mo. 63102

Left: Business Development Specialist Sean Haire was a panelist and received a community partnership award at the BMO Bank event “Building Business Now.” Right, above: Columbia Regional Director Khesha Duncan presented to the American Association of University Women. Right, below: Accredited Businesses mingle during a BBB networking event at the Tokyo Club in Columbia, Mo.

United States Postal Service

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1. Publication Title

2. Publication Number

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5

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0

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09/25/2025 6. Annual Subscription Price

4

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Name: Addr 1: Addr 2: City, State ZIP:

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Name: Addr 1: Addr 2: City, State ZIP:

Hannah Kloppenburg 211 N Broadway Ste 2060 Saint Louis, MO 63102

Name: Addr 1: Addr 2: City, State ZIP:

Hannah Kloppenburg 211 N Broadway Ste 2060 Saint Louis, MO 63102

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Hannah Kloppenburg

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9,063

9,032

9,063

0 9,063

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Please join us in welcoming John Marion, Owner of John Marion Custom Homes, to the 2026 BBB Springfield Advisory Board!

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PS Form 3526, July 2014

09/25/2025

hundreds of scam websites.

vaccinations and other shipping costs.

• Scammers take advantage of search engine advertising, pushing their websites above legitimate ones when buyers search online.

word “teacup” is used in BBB STUDY: PET SCAMS The an advertisement.

• Overseas-based scammers target Americans largely but High-pressure tactics meant have turned their sights on other international locations to make the buyer think the Thinking as well. about getting a cute new puppy? Be careful where you shop. In our latest in-depth study, animal will be harmed.

BBB dug into scams where customers were tricked into paying for an expensive pet that didn’t exist.

• Your Dogssupport remain the most popular type of animal used in allows BBB to conduct research like this to advance ethics in pet the marketplace.

Tips to avoid scams scams, yet cats, lizards, sugar gliders and many other animals were reported as a part of frauds to BBB. • See pets in person before first released a study onbut pet victims scams instill 2017. paying any money.

• BBB Reports trend downward, lose hundreds Since then, pet scam numbers have decreased of dollars in pet scams.

• Set up a video call to view the slightly, but median losses are still high as scammers animal. target popular, expensive pet breeds.

RED FLAGS OF A SCAM • Conduct a reverse image search on photos attached to ads.

Reports across North America (2022-2025)

BBB2022-2025: Scam TrackerSM petReports scams scamsto

by BBB year Year 2022

• Research the breed to determine the average market price.

BBB Reports Pet Scam Update | 2025 Median Study loss ®

680

• Check out a local animal shelter instead of buying online.

$750

2,899 2023the perfect French Found bulldog online? $700 BBB study update says2,278 it may not exist. $680 2024

BBB study finds pet scam numbers declining slightly, but 2025 1,632 losses remain high as scammers target top$600 breeds. (thru Sept.)

• •

Research and find trusted BBB® Accredited Businesses at BBB.org Key • findings French bulldogs, dachshunds and shepherds are

commonly used indachshunds pet scams and shepherds, some • French bulldogs, • of Scammers use search engine advertising boost North America’s most popular breeds,toare used in fraudulentof listings fake pets hundreds scam for websites.

•

• • • •

Dogs are the most popular pet used in scams, but • Scammers take advantage of search engine advertising, reports to BBBwebsites also featured cats, lizards, sugar pushing their above legitimate ones when gliders and more buyers search online.

The word “teacup” is used in an advertisement.

• Overseas-based scammers target Americans largely but have turned their sights on other international locations as well.

High-pressure tactics meant to make the buyer think the animal will be harmed.

How to avoid pet scams:

• Dogs remain the most popular type of animal used in scams, cats, lizards, sugar before gliders and many other • yet See pets in person paying animals were reported as a part of frauds to • If you can’t see the pet in person,BBB. set up a videodownward, call with the • Reports trend but seller victims still lose hundreds • Conduct a reverse image search on photos of dollars in pet scams. of pets in online ads or listings (if they’ve been posted other places, it may be a scam)

Reports across North America (2022-2025) BBB Scam TrackerSM pet scams scams by year

Popular breeds are available online for an outrageously low price The seller refuses to meet you in person or take a phone or video call scams on Report You’re not able to see the animal before paying Red Flags BBB.org/scamtracker Extra charges for cages, vaccinations or shipping Popular breeds available for costs to add up farbegin too cheap.

The Seller word refuses “teacup” is used to meet in in an advertisement or take a video call. tactics or tries to The person seller uses high-pressure Extrathe charges forwill cages, tell you animal be harmed if you don’t vaccinations and other pay immediately shipping costs.

• •

Tips to avoid pet scams Research the breed to determine the • See pets in person average market price,before and be wary of toopaying any money. good-to-be-true deals Check local call animal shelter • Setout up aa video to view the instead of buying online animal.

• Conduct a reverse image search on photos attached to ads.

• Research the breed to determine the average market price.

Reportson this Median loss and others at BBB.org/ScamStudies YearRead more scam • Check out a local animal shelter 680 $750 2022 instead of buying online.

TORCHLIGHT WINTER 2025 | 11 2,899 $700 2023

Better Business Bureau Serving Greater Missouri & Southern Illinois 211 N. Broadway, Suite 2060 St. Louis, MO 63102

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For more information, contact bbb@stlouisbbb.org