Torch Magazine - Fall 2025

VOLUME 1, ISSUE 1

2025 TORCH AWARD WINNERS FALL 2025 BBB Torch Magazine | Fall 2025 | 1

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OCCH042925CI

CONTACT US TODAY

BBB SERVING CENTRAL INDIANA 2601 Fortune Cir Dr E #103A Indianapolis, IN 46241 BBB.ORG Phone (317) 488-2222 EDITORIAL TEAM CATHY ARMOUR President & CEO JENNIFER ADAMANY Director of Communication

FROM OUR CEO It is with great pride that I welcome you to the inaugural issue of Torch Magazine — a new way for the Better Business Bureau® Serving Central Indiana to connect with the communities we serve. With more than 4,200 BBB Accredited Businesses across 42 counties, this magazine is more than pages and ink — it is a bridge between businesses and neighbors, and a reflection of the values we hold dear: trust, integrity and excellence.

You may have noticed: Print magazines are making a comeback.

Industry reports show that hyperfocused, community-driven publications are growing because people value stories about their towns, their businesses and their neighbors. That is exactly what Torch Magazine is designed to provide — a trusted place for local stories and resources you will not find anywhere else. Alongside our regular communication through emails and postcards, this publication will help us share information in a way that feels tangible, lasting and connected.

Most importantly, we are always here

NICOLE AMSLER Communication Specialist

for you. Our BBB team is just a phone call away (317-488-2222) — Monday through Friday, 8 a.m. to 4 p.m. — ready to assist you. We are proud to walk alongside you in building a marketplace where trust matters.

This issue’s cover story highlights one of our most celebrated traditions: the BBB Torch Awards for Ethics. On the cover and in the pages ahead, you will meet this year’s winners—in our four categories: Character of Leadership, Culture Built on Trust, Commitment to Customers, and Impact in the Community. To learn more about the awards and past honorees, I invite you to visit bit.ly/bbb-tafe.

Thank you for being part of this journey with us. We believe Torch Magazine will be a source of both information and inspiration as we continue to champion integrity in the Central Indiana business community.

CATHY ARMOUR BBB President & CEO Better Business Bureau® of Central Indiana

WENDY DYCH Sr. Accreditation Account Manager TOWNE POST NETWORK, INC. FOUNDER, CEO TOM BRITT tom@townepost.com (317) 496-3599 PRESIDENT JEANNE BRITT jeanne@townepost.com (317) 810-0011 CHIEF OPERATING OFFICER ERIN TURK CREATIVE DIRECTORS VAL AUSTIN TONI EADS EDITOR JOSH BROWN TOWNE POST NETWORK, INC. 8800 North Street, Suite 117 Fishers, IN 46038 Phone/Text: (317) 810-0011 PUBLISHER TOM BRITT tom@townepost.com (317) 496-3599 DIRECTOR OF SALES JULIE STIS (317) 420-5794 julie@townepost.com

KEY CONTRIBUTORS

PETE BLACKSHAW KIERA BREHM CHRISTY HEITGER-EWING MATT NETTLETON NATALIE PLATT ROGER UNDERWOOD

BBB STANDARDS FOR TRUST: BUILD TRUST

BE TRANSPARENT

SAFEGUARD PRIVACY

ADVERTISE HONESTLY

HONOR PROMISES

EMBODY INTEGRITY

TELL THE TRUTH

BE RESPONSIVE

/BBBCENTRALIN

CONTRIBUTORS MICKI POISSON Director of Revenue

/BBBCENTRALIN

Torch Magazine is a quarterly publication for BBB Accredited Businesses in Central Indiana and the communities they serve.

CONTACT THE PUBLISHER HAVE A STORY IDEA OR QUESTION? Juliatorchmagazine@indybbb.org Reynolds in the East Room of the Email White House Magazine designed as a| snow BBB Torch Fall globe 2025 | 3

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CONTENTS | FALL 2025

3

FROM OUR CEO

7

TRUST HAS ITS PERKS

More Ways Your BBB Accreditation Works for You

14

24

Cox Roofing

Why Hackers are Logging in Instead of Hacking in

BUSINESS SPOTLIGHT

16

BUSINESS SPOTLIGHT Sandler DTB

11

19

12

Recognizing the 2025 Torch Awards Recipients who Show how Integrity in Action Creates Lasting Trust

UPCOMING EVENTS

WHY BBB® ACCREDITATION MAY HELP YOU BE MORE VISIBLE IN AI SEARCH In the Age of AI-Powered Answers, Visible Credentials are the New Currency of Trust

SHINING A LIGHT ON ETHICAL EXCELLENCE

THE NEW BREAK-IN

26

BUSINESS SPOTLIGHT EF Marburger Fine Flooring

28

WHY LOCAL SEO MATTERS MORE THAN EVER IN 2025 And Why Your Google Business Profile is Now Mission Critical

23

30

DuKate Fine Remodeling

Recognizing Businesses that Recently Earned BBB Accreditation and Embrace BBB’s Standards for Trust

BEHIND THE BUSINESS

NEWLY BBB ACCREDITED

BBB Torch Magazine | Fall 2025 | 5

Serving Indianapolis And The Surrounding Areas

RESIDENTIAL & COMMERCIAL JANITORIAL SERVICES

Rangers Cleaning and Contracting LLC is a trusted provider of professional cleaning and facility maintenance services across Indiana. We specialize in delivering reliable, high-quality cleaning solutions tailored to the unique needs of businesses, organizations, and institutions. rangerscleaningandcontracting.com | 317-531-2606 | info@rangerscleaningandcontracting.com

THE ULTIMATE TRIFECTA

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TAMI BAILEY Group Manager 317-810-7315 tamib@MPEshows.com 6 | Fall 2025 | BBB Torch Magazine

AAA HOOSIER, MARKETPLACE EVENTS AND GOOGLE CAREER CERTIFICATES BRING PROTECTION, GROWTH AND VISIBILITY TO YOUR BBB ACCREDITATION.

TRUST HAS ITS PERKS MORE WAYS YOUR BBB ACCREDITATION WORKS FOR YOU Being a BBB Accredited Business means more than carrying a seal of trust. It also comes with meaningful benefits designed to support your employees, elevate your visibility and strengthen your reputation in the marketplace. Each perk is chosen to provide value where it matters most — whether that is talent development, team well-being or customer connection.

This year, BBB is introducing new opportunities that go beyond recognition.

From discounted AAA memberships that protect your people to upskilling programs built by Google to added exposure at major consumer shows, your BBB Accreditation opens doors that help your business thrive.

These benefits are included because BBB believes investing in your business is the best way to invest in communities.

As you explore these offerings, consider how they can complement your business goals. Whether you want to give employees peace of mind, expand their skills or gain visibility in front of thousands of consumers, BBB Accreditation provides advantages that extend well beyond a listing.

This is what it means to be part of a trusted community — where doing business the right way also comes with perks.

PROTECT YOUR TEAM WITH AAA HOOSIER CORPORATE MEMBERSHIP

BBB Accredited Businesses now have access to discounted AAA Plus Memberships through the AAA Hoosier Corporate Membership program. This benefit allows you to provide employees with meaningful perks like roadside assistance, travel protection and everyday discounts — all at a special corporate rate. Businesses can choose to cover memberships for staff or allow employees to opt in individually, creating a flexible way to show you value their well-being.

Exclusive corporate rates are available only to BBB Accredited Businesses in Central Indiana. Visit bit.ly/bbb-aaa-hoosier to learn more.

SHOWCASE YOUR BUSINESS AT THREE MAJOR CONSUMER SHOWS

This season, BBB is proud to sponsor the Christmas Gift + Hobby Show (Nov. 12– 16), Indianapolis Home Show ( Jan. 16–25, 2026) and Indiana Flower + Patio Show (March 14–22, 2026). All BBB Accredited Businesses exhibiting at these shows will receive a branded floor decal at their booth

— at no additional cost.

As the sponsor, BBB will also be featured in event signage, programs and online listings, bringing added attention to your BBB Accreditation. Businesses are encouraged to consider a $60 contribution per event to help support this sponsorship.

Visit bit.ly/me-floor-decal to request your floor decal.

UPSKILL EMPLOYEES AND YOUR BUSINESS WITH GOOGLE CAREER CERTIFICATES

BBB Accredited Businesses have access to the Google Career Certificates program as part of its upskilling offerings. Built by Google and vetted by national employers, the certificates equip people with jobready skills in the high-growth fields of cybersecurity, data analytics, digital marketing & e-commerce, IT support, project management and UX design. The online program can be completed in three to six months of part-time study — with no degree or experience required.

Limited free licenses are available through BBB. Visit bit.ly/bbb-gcc to learn more.

BBB Torch Magazine | Fall 2025 | 7

SPECIAL THANKS TO OUR

SPONSORS

®

Explore 2026 sponsorships on page 22.

8 | Fall 2025 | BBB Torch Magazine

Insights you share.

Guidance they trust.

Gain exposure on WRTV

Be everywhere they watch

Every business says they’re trustworthy.

Trusted AdviceSM lets you show it — on air, online and in front of the people who matter most.

Your segment doesn’t stop at one channel or platform. It airs everywhere people are watching today:

BBB Accredited Businesses earn attention and trust by sharing valuable insights — not pushing products or services.

This is your chance to make your business the name people turn to when they need guidance they can trust — with BBB’s Seal by your side.

• • • • •

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BBB Torch Magazine | Fall 2025 | 9

MARKETING doesn’t have to be scary.

Learn tricks that turn into treats for your business.

Why blend in when you can

STANDOUT OUT T STAND Brand your business with BBB Increase visibility - people are looking for your services on BBB.org.

Space is limited per industry

Enhanced Listings and banners give your business priority placement on BBB.org, helping you capture attention when people are ready to decide.

They’re already searching.

Make sure they find you.

Free digital marketing seminar: October 30, 2025 9:30 a.m. - Noon

Scan to learn more or contact Haide Vitali, brand visibility strategist.

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10 | Fall 2025 | BBB Torch Magazine

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UPCOMING EVENTS

VIEW MORE EVENTS

Oct. 9 NOON–1 P.M. FROM HIDDEN TO HIGHLIGHTED: WINNING IN GENAI SEARCH

What every small business must know With AI reshaping how people search, small businesses must adapt fast. Learn how to boost visibility in AI-driven results in this BrandRank.AI webinar — featuring simple, actionable strategies for content readiness.

Oct. 22 11:30 A.M.–1 P.M. IDENTIFYING YOUR IDEAL, TYPICAL AND ACCEPTABLE CUSTOMERS

Acquiring new customers can be costly and unpredictable. Instead, boost revenue by focusing on your current customers.

Matt Nettleton, president of Sandler DTB, explains how to segment, strategize and grow efficiently.

Nov. 5 NOON–1 P.M. FROM HIDDEN TO HIGHLIGHTED: WINNING IN GENAI SEARCH

What every small business must know With AI reshaping how people search, small businesses must adapt fast. Learn how to boost visibility in AI-driven results in this BrandRank.AI webinar—featuring simple, actionable strategies for content readiness.

Dec. 3

Oct. 24

7 P.M.–9 P.M. HOLLY JOLLY MOVIE NIGHT

NOON–2 P.M. ELEVATING YOUR BRAND THROUGH HONEST ADVERTISING

BBB Accredited Businesses, their employees and families are invited to a memorable screening of A Christmas Story. Doors open at 6:20 p.m., with raffle prizes at 6:45 p.m. A complimentary ticket includes admission, concessions, a sweet treat and an entry to win prizes.

The Historic Artcraft Theatre 57 N Main St., Franklin, IN 46131

Learn how honest, transparent advertising can strengthen trust, enhance your brand reputation and drive lasting success. Walk away with practical strategies you can put to work right away to elevate your business.

Oct. 30 9:30 A.M. – NOON MARKETING DOESN’T HAVE TO BE SCARY

Feeling spooked by marketing? This seminar—led by ST Digital—covers everything from marketing funnels and digital optimization to audience targeting and strategic budgeting. You’ll learn simple, affordable strategies to reach new customers, strengthen your brand, and boost visibility—without the tricks.

Nov. 20 9 A.M.–4:30 P.M. COFFEE AND CONVERSATION

Savor coffee and doughnuts while exploring ways to enhance your reputation, drive growth and minimize risks through your BBB Accreditation. Book a personalized session with BBB staff. Space is limited— secure your spot today.

Dec 18 3 - 3:45 P.M. ANNUAL MEETING OF BBB SERVING CENTRAL INDIANA ACCREDITED BUSINESSES

Celebrate BBB’s milestones and discover the innovative programs that have shaped 2025 at our annual virtual gathering. Attendees will also learn about new initiatives and strategies planned for the upcoming year.

BBB Torch Magazine | Fall 2025 | 11

WHY BBB® ACCREDITATION MAY HELP YOU BE MORE VISIBLE IN AI SEARCH

IN THE AGE OF AI-POWERED ANSWERS, VISIBLE CREDENTIALS ARE THE NEW CURRENCY OF TRUST Writer / Pete Blackshaw, CEO of BrandRank.AI & former national chair of the Better Business Bureau

sources such as Consumer Reports and verified reputable businesses remain invisible. For customer reviews on Google highlight consistent BBB, this is about expanding relevance. By ensuring BBB Accreditation is recognized service quality and professionalism.” in AI discovery, BBB extends its legacy of trust into the next generation of consumer Notice how, in this fictional example, Accreditation appears alongside other trust engagement.

Today, AI-powered “answer engines” like signals, reinforcing credibility. That’s the ChatGPT, Google Gemini and Microsoft new digital battleground, and it’s where BBB HOW AI CHATBOTS CRAWL Copilot are rewriting that playbook.

Accreditation can potentially pay dividends. AI ENGINES PRIORITIZE ANSWERS OVER LINKS. THEY REWARD: Instead of sending traffic to your site, they WHY AI RESULTS MATTER FOR 1. Clarity and structure – FAQ-style crawl your content and deliver instant content beats jargon.

BBB ACCREDITED BUSINESSES answers. That means credentials and third- CONSUMERS ARE ASKING 2. Credibility signals – BBB Accreditation, party validations are more important ratings and transparent policies.

ENGINES QUESTIONS LIKE: than ever—because AI engines look for 3. Consistency – Mismatches across sites • “What’s the best HVAC service near me?” authoritative, structured signals of trust. and listings reduce trust.

• “Which roofing company can I trust?”

4. Trustworthy sources – If you don’t say • “Are there complaints about Company X?” Here’s a real-world style fictional example, it clearly, bots may pull from less reliable based on similar results that BrandRank. voices.

The answers are pulled from multiple AI has seen in its research (this is not an sources: websites, reviews, news and actual result).

This is why BBB Accreditation can no even forums. If your trust credentials longer just be a seal on your site. It should aren’t visible and crawlable, your business be a structured, machine-readable trust AI-GENERATED RESPONSE: risks being overlooked — or worse, signal. We’re working with BBB to create “Yes, Example Electrician is a reputable misrepresented. templates and tools that make this possible business. They are BBB Accredited, maintain — so BBB Accreditation gets full credit in an A+ rating and have been recognized for At BrandRank.AI, we see this daily: AI search. transparency and responsiveness. Independent misinformation rising to the top, while Not long ago, consumers searching online would land directly on your website.

There, you could highlight your BBB Seal, showcase your values and guide the customer journey on your own terms.

12 | Fall 2025 | BBB Torch Magazine

THE BRANDRANK.AI LENS WE EVALUATE BRAND TRUST ACROSS THREE DIMENSIONS:

•V isibility: Does your brand appear in AI answers?

•V ulnerability: Are you exposed to misinformation or negative framing?

•R eadiness: Is your content formatted for AI engines to use?

BBB Accreditation is a unique differentiator across all three. It boosts visibility, mitigates vulnerability and enhances readiness.

WHAT BBB ACCREDITED BUSINESSES CAN DO NOW

1. Audit your digital footprint – Ask ChatGPT or Gemini about your company and see what they know, and make adjustments to your site as needed.

2. Make BBB Accreditation crawlable – Pair your BBB Seal with text like: “This business is BBB Accredited.”

3. Use Q&A formats – Mirror how consumers query engines. Have an FAQ and use Q/A in your text.

4. Update content frequently – Outdated or inconsistent information erodes trust.

5. T ell your trust story – Weave BBB Accreditation into your About Us, FAQs and product pages.

THE BOTTOM LINE

AI chatbots are crawling your website now.

They shape what consumers know about you, often without a single click to your homepage.

For BBB Accredited Businesses, this is a chance to turn BBB credentials into a powerful competitive edge. BBB Accreditation signals trust to consumers — and now, to the machines delivering answers on their behalf.

Finally, this isn’t just about the bots. Being “answer friendly” is a proven way to build trust with people. It signals respect and validates their voice. In essence, you earn a double dividend: stronger visibility in AI and deeper credibility with the customers you serve.

DISCLAIMER: The International Association of Better Business Bureaus (IABBB) maintains a material relationship

with Brandrank.ai, and this relationship is disclosed in accordance with applicable transparency standards. References to Brandrank.ai or its services are included for informational purposes only and do not constitute an endorsement.

ABOUT THE AUTHOR Pete Blackshaw is the co-founder and CEO of BrandRank.AI and former national chair of the Better Business Bureau. A longtime advocate for consumer trust and accountability in business, he previously founded PlanetFeedback and co-founded the Word of Mouth Marketing Association. He is also the author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000 (Random House/Penguin), a widely cited book on brand credibility in the digital age.

BBB Torch Magazine | Fall 2025 | 13

BUSINESS BUSINESS SPOTLIGHT SPOTLIGHT

COX ROOFING

Writer Writer // Christy Christy Heitger-Ewing Heitger-Ewing Photographer Photographer // Kiera Kiera Brehm Brehm

The The sky sky is is the the limit limit when when it it comes comes to to the the growth Cox Roofing has experienced growth Cox Roofing has experienced through through the the years years and and continues continues to to see. see.

The family-owned business that launched The family-owned business that launched in in 2013 2013 has has two two offices offices in in Indiana, Indiana, one one in in Kentucky, one in Colorado, and a satellite Kentucky, one in Colorado, and a satellite office office in in Florida, Florida, with with plans plans to to expand expand to to Alabama and Tennessee.

Alabama and Tennessee.

“The “The business business is is growing,” growing,” says says owner owner Mishell Cox, who began running Mishell Cox, who began running the the operation operation when when her her husband, husband, Justin, Justin, was was busy busy working working as as aa full-time full-time firefighter. firefighter. She She also also manages manages their their other other “sky “sky is is the the limit” limit” business. business.

“We “We have have aa hot hot air air balloon balloon company company where where 14 | Fall 2025 | BBB Torch Magazine

we we own own and and sell sell hot hot air air balloons balloons overseas,” overseas,” Cox says.

Cox says.

owner owner is is trying trying to to wear wear aa lot lot of of hats hats and and can’t can’t juggle all the work,” says Cox, who notes juggle all the work,” says Cox, who notes that that they they are are fully fully staffed staffed with with 36 36 employees. employees.

Cox Roofing is an Owens Corning Platinum “When you call the office, somebody can Cox Roofing is an Owens Corning Platinum “When you call the office, somebody can Preferred give give you you answers. answers.””

Preferred contractor contractor with with 40-plus 40-plus years years of of experience experience and and an an A+ A+ BBB BBB rating. rating. While While 70 to 80% of their work is residential, Their Their professionals professionals are are HAAG-certified, HAAG-certified, 70 to 80% of their work is residential, they they also do commercial and multifamily roofing providing top-notch roofing solutions solutions also do commercial and multifamily roofing providing top-notch roofing as with with aa commitment commitment to to exceptional exceptional service service as well well as as exterior exterior services, services, which which include include siding, and and community community growth. growth. Each Each year year they they siding, gutters, gutters, and and gutter gutter guards. guards. sponsor sponsor teams teams for for the the Carmel Carmel Dads’ Dads’ Club, Club, What an an organization organization designed designed to to foster foster the the What sets sets Cox Cox Roofing Roofing apart apart from from other other businesses development development of of youth youth in in sports-related sports-related businesses is is the the way way they they treat treat and and communicate with their clients.

Cox knows programs to build self-esteem, physical communicate with their clients. Cox knows programs to build self-esteem, physical that fitness, respect respect and and achievement. achievement. In In that nothing nothing is is more more frustrating frustrating than than calling calling fitness, addition, aa business addition, they they offer offer support support to to the the Hoosier Hoosier business and and never never getting getting aa response response back, back, or or having having aa person person scheduled scheduled to to come come Burn Burn Camp Camp to to help help burn burn survivors survivors build build self-esteem. on on aa certain certain day day and and then then not not showing showing up. up. self-esteem. The The company company also also regularly regularly sends sends money money to to aa nonprofit nonprofit in in Africa Africa that cares for children who have “I think often these things happen when an “I think often these things happen when an that cares for children who have been been

abandoned by their parents.

two houses for Habitat for Humanity.

“We help cover the kids’ Christmas gifts, uniforms and school supplies for the entire year,” says Cox, who also contribute items for Carmel’s Fourth of July parade.

“We care a great deal about the community,” Cox says. “And we take pride in creating a warm, family-like experience while delivering quality roofing work.”

For the first time this year, Cox Roofing donated roofing materials and labor to build

Cox Roofing is located at 10837 Andrade Dr., Zionsville, IN. For more

information, call 317-600-8838 or visit coxroofingsystems.com.

CONNECT 10837 Andrade Dr. Zionsville, IN 317-600-8838 coxroofingsystems.com

Simple, Transparent Pricing Memberships start at just $135/month per employee. Family plans available. Flexible options for small and large teams.

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WHAT IS FREEDOMDOC HEALTH? FreedomDoc Health is a direct primary care (DPC) membership clinic that gives your employees same or next-day access to a local physician with no insurance barriers. We simplify healthcare through monthly memberships, discounted pharmacy programs, and employer-friendly plans.

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866-953-0642 freedomdoc.health hello@freedomdoc.care BBB Torch Magazine | Fall 2025 | 15

BEES & PRAIRIE DOGS Writer / Matt Nettleton

With two daughters it seems that I spent most of their childhood summers listening to shrieks when bugs were spotted near them. My girls particularly disliked and reacted loudly to bees. In order to quell the panic and get some peace, I decided to teach my girls about these gross, disgusting and 16 | Fall 2025 | BBB Torch Magazine

seemingly horrifying bugs.

I was stunned to learn that bees can build hives as well on the first day they emerge from their eggs as they can on the day they die, 40 or so days later. Bees do not learn.

They do not practice. And they do not

improve. The nests they build are perfectly functional and do exactly what they have always done — no more and no less. We call them worker bees, and they always look busy.

Prairie dogs are a different story, in fact,

unlike bees, prairie dogs are more famous for standing around and chattering in groups. But prairie dogs can learn. Adult prairie dogs have been shown to teach pups essential skills for eating. Prairie dogs often eat dangerous prey (such as venomous scorpions) that prairie dog pups are unable to safely catch and eat without help from others. And adult prairie dogs are happy to teach the youngsters how to hunt and survive. But adult prairie dogs are smart, they only display teaching behavior in response to pup begging calls, and adults modify their specific teaching behaviors based upon the age of the pup begging (providing more assistance to younger, less experienced pups).

Pups are initially unable to find and consume any of their own prey and more rapidly gain predatory abilities through learning experiences from a “teacher”, for prairie dogs, adult teaching accelerates both the speed and efficiency of skill acquisition.

As a sales trainer, I can easily sort salespeople into groups, bees or prairie dogs. Bees are perfectly functional and do exactly what they have always done — no more and no less — and they look busy. They are content with their results and resigned to their current level of performance. The prairie dogs are different.

They do well and typically have done well for quite a long time. But they practice.

They learn and they improve, and they keep trying to do more.

Is your sales team getting busy or getting better?

Ready to figure out if this is as good as it gets? Contact Matt Nettleton, Sandler DTB at matt.nettleton@sandler.com or 317-678-8800

I can’t help the first group. If your sales team is too busy to practice and improve and is as good today as it can possibly be, I can offer you no solutions. However, if you believe your sales team is good but could be better, we need to talk.

At Sandler DTB, we help business owners create systems and processes that allow their best performers to become stronger and continue to grow.

FISHERS DENTAL CARE 11959 Lakeside Dr. Fishers, IN 46038 (317) 577-1911 fishersdentalcare.com Kevin D. Ward, DDS

Molly E. Dwenger, DDS BBB Torch Magazine | Fall 2025 | 17

Coming Soon: Torch Classifieds Looking to sell your business?

Searching for one to buy?

Torch Magazine’s Classifieds will debut in an upcoming issue to help businesses make their next move.

To submit your listing, email torchmagazine@indybbb.org.

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SHINING A LIGHT ON ETHICAL EXCELLENCE

RECOGNIZING THE 2025 TORCH AWARDS RECIPIENTS WHO SHOW HOW INTEGRITY IN ACTION CREATES LASTING TRUST In a marketplace where headlines often highlight missteps, the real story is found in businesses that choose a different path — one defined by integrity, accountability and trust. Across Central Indiana, companies are proving that ethics is not a burden but a strength, shaping how they lead, how they serve and how they grow. The BBB® Torch Awards for Ethics, the organization’s premier honor, shines a light on these businesses and the principles by which they live.

This year, four recipients—Lucas Oil Products, Nguyen Law, Creative Financial Group and Summers of Kokomo—are recognized for demonstrating what ethics looks like in action. Their stories prove that trust is not built in grand gestures but in consistent, principled decisions that endure.

BBB Torch Magazine | Fall 2025 | 19

LUCAS OIL PRODUCTS CHARACTER OF LEADERSHIP

on hard work, common sense and doing right by people.

Forrest Lucas’ recent passing brought fresh reflection on the foundation he established. He often said, “It doesn’t cost anything to smile,” a principle reflecting his belief that true leadership begins with respect and humility in every interaction.

“ Every person has a hand in shaping our mission, because true leadership is about building trust together.”

—Morgan Lucas, CEO, Lucas Oil Products

Leadership is ultimately measured not by titles but by the character required to guide people with integrity. At Lucas Oil Products, that philosophy has been central since its founding. CEO Morgan Lucas and President Katie Lucas carry forward the vision of company founder Forrest Lucas, Morgan Lucas’ father, who built the business

Morgan Lucas has embraced that legacy, encouraging feedback from employees at all levels and striving to live with the same openness his father modeled. Katie Lucas, as president, partners with him to lead with accountability and compassion, ensuring decisions are rooted in integrity.

“Every person has a hand in shaping our mission, because true leadership is about building trust together,” Morgan Lucas notes.

For him and Katie Lucas, character is not an abstract value but the standard by which leadership decisions are made. Together, they show that leadership character is both a legacy to honor and a responsibility to carry forward.

CREATIVE FINANCIAL GROUP CULTURE BUILT ON TRUST

CEO Kurt Supe and his leadership team emphasize transparency and open communication, fostering a workplace where employees contribute ideas and take ownership of the mission.

Staff members are encouraged to share perspectives during regular meetings, and their feedback often shapes company decisions. In this way, trust flows both ways: from leadership to employees, and from employees back to leadership.

“ Culture is strongest when employees know they are empowered to make an impact.”

— Kurt Supe, CEO, Creative Financial Group

For Creative Financial Group, culture is not a backdrop to business — it is the foundation on which everything else is built. Since its founding in 2003, the firm has worked to create an environment where employees feel valued, trusted and supported, knowing that culture is what sustains both ethical practices and client relationships.

ABOUT THE TORCH AWARDS FOR ETHICS®

Professional development is another cornerstone. Ongoing training in fiduciary responsibility, compliance and client service equips employees to navigate complex financial challenges with confidence.

Beyond technical training, mentorship and career development programs reinforce that each person’s growth matters.

The result is a culture where employees feel empowered to do what is right, supported in their roles and connected to a larger purpose.

As CEO Supe emphasizes, “Culture is strongest when employees know they are empowered to make an impact”— a philosophy that underscores the firm’s belief that ethical business begins with the trust nurtured among its own people.

The BBB® Torch Awards for Ethics shines a light on organizations that live out integrity and trust in meaningful ways. Applicants are reviewed by an independent panel of judges who look for excellence in leadership, culture, customer care and community impact.

Honorees embody BBB’s mission of advancing marketplace trust through decisions that build confidence and credibility.

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SUMMERS OF KOKOMO COMMITMENT TO CUSTOMERS

Employees are trained in both technical and soft skills, ensuring they can deliver solutions while showing empathy. Summers empowers technicians with tools, authority and flexibility to resolve issues on the spot. Their philosophy is simple: every interaction should leave a customer confident they were heard and cared for. As Director of Operations Austin McQuiston observes, “Sometimes serving customers means doing more than the job—it means caring for the person behind the problem.”

“ Sometimes serving customers means doing more than the job—it means caring for the person behind the problem.”

—Austin McQuiston, Director of Operations, Summers of Kokomo

At Summers of Kokomo, customer relationships are nurtured with as much care as technical expertise. The plumbing, heating and cooling company has served families since 1969 and built its reputation on honesty, reliability and respect.

One story captures this approach well. When a new mother faced a plumbing repair shortly after bringing her baby home, the Summers team not only completed the work but also arranged for professional cleaning to restore the home after the installation. Knowing the unique needs of a family with a newborn, they also provided a grocery gift card as an extra measure of care. Gestures like these highlight Summers’ belief that every customer is a person first, never just a transaction.

NGUYEN LAW

IMPACT IN THE COMMUNITY Nguyen Law to provide not only representation but also education.

The firm’s commitment to community impact begins with accessibility. Clients are able to communicate in their preferred language, creating a sense of belonging while they confront complex legal matters. Nguyen Law extends its reach through free legal clinics, school presentations and partnerships with nonprofits, ensuring that those who might otherwise go unheard receive guidance.

“ Mentorship creates a ripple effect: when one person learns, a whole community grows stronger.”

—David Nguyen, Managing Attorney, Nguyen Law

For attorney David Nguyen, law is more than a career, it is a mission shaped by his family’s refugee story. Recognizing the challenges that immigrants and refugees face in an unfamiliar legal system, he founded

The 2025 BBB® Torch Awards for Ethics honorees remind us that ethics in business is not an abstract principle but a daily practice.

Each recipient reflects a different expression of trust in action — whether it’s a company guided by a founder’s legacy and a son’s commitment to leadership, a law firm giving voice to immigrant and refugee communities, a financial team cultivating a workplace

This approach reflects Nguyen’s belief that knowledge empowers entire communities.

“Mentorship creates a ripple effect: when one person learns, a whole community grows stronger,” Nguyen says.

For him, that ripple effect is the true measure of impact — knowledge passed on, confidence gained and communities strengthened for generations.

where people thrive, or a service provider showing compassion in customers’ homes.

Together, they reveal how ethics comes alive in everyday decisions.

As BBB continues its mission of advancing marketplace trust, these stories show that ethics is not a slogan but a standard — one

that guides leaders, shapes workplace culture, strengthens communities and defines customer care. They remind us that every choice matters, because each decision has the power to earn or erode trust. Ethics creates trust. Trust creates impact. And impact changes everything. View their videos at bit.ly/bbb-tafe.

BBB Torch Magazine | Fall 2025 | 21

6 2 2 s p i h s r o s n o p S

FUEL YOUR BRAND. Sponsorship opportunities start at $750. Learn how BBB sponsorships can drive attention to your business. bit.ly/bbb-sponsorships 22 | Fall 2025 | BBB Torch Magazine

BEHIND THE BUSINESS

DUKATE FINE REMODELING MIKE DUKATE, OWNER Founded in 1988 Located in Franklin, Indiana Six employees BBB Accredited for 37 years dukate.net

“Do the right thing, at the right time, in the right way”

QUESTIONS AND ANSWERS WHAT INSPIRED YOU TO START THIS BUSINESS? I left managing a company due to the detrimental effects some of the products caused for individuals and their families.

My aptitudes, abilities and interests led me to this segment of the construction industry.

WHAT’S THE MOST VALUABLE LESSON YOU’VE LEARNED IN BUSINESS THAT YOU WISH YOU’D KNOWN EARLIER? It took many difficult lessons to learn that I could not be the Lone Ranger. I regret not having a mentor in the early stages of our business.

HOW DO YOU DEFINE SUCCESS FOR YOUR BUSINESS BEYOND FINANCIAL RESULTS? Defining success evolves over the years.

You get over building an empire. Currently, the longevity of the business and repeat clients, as well as the tenure of employees and trade partners, is rewarding.

WHO HAS BEEN A MENTOR OR INSPIRATION FOR YOU, AND HOW DID THEY SHAPE YOUR LEADERSHIP? Being part of an industry peer group that taught leadership priorities and exposed us to nationally known business leaders from various industries across the country. It was an impactful and key turning point.

OF THE BBB STANDARDS FOR TRUST, WHICH RESONATES MOST WITH YOU — AND HOW DO YOU LIVE IT OUT IN YOUR BUSINESS? Transparency. As you practice releasing inflated ideas of your own importance and

protecting your own interests, you’re free to just ‘be’ and not be distracted from your mission.

WHAT’S A SIMPLE PIECE OF ADVICE YOU’D GIVE TO SOMEONE JUST STARTING A BUSINESS TODAY? I would engage a mentor and write a business plan.

WHAT IS ONE WAY YOUR BBB ACCREDITATION HAS ADDED VALUE TO YOUR BUSINESS? It provides significant validation for prospective clients, and past use of surveys and the Torch Award for Ethics were key elements in our marketing.

BBB Torch Magazine | Fall 2025 | 23

THE NEW BREAK-IN WHY HACKERS ARE LOGGING IN INSTEAD OF HACKING IN Writer / Roger Underwood, CEO of Techlocity

Cybercriminals are changing the way they target small businesses. Instead of breaking down digital doors with brute force, many are simply walking in with a stolen key: your login credentials.

This method, known as an identity-based attack, is now one of the most common ways hackers gain access to systems. They steal usernames and passwords, trick employees with convincing emails, or flood people with endless login prompts until someone slips. And unfortunately, it works.

A leading cybersecurity report found that 24 | Fall 2025 | BBB Torch Magazine

67% of major security incidents in 2024 • SIM swapping allows hackers to intercept were caused by stolen logins. Even big text messages used for two-factor names like MGM Resorts and Caesars authentication (2FA).

Entertainment were hit by this type of attack last year. If organizations with advanced • MFA fatigue attacks bombard employees defenses can be compromised, small and with nonstop login prompts until mid-sized businesses are especially at risk. someone accidentally clicks “Approve.”

HOW HACKERS GET IN

These attacks may start with something as simple as a stolen password, but the tactics are getting more advanced: • Phishing emails and fake login pages trick staff into handing over their credentials.

• Third-party vulnerabilities in outside vendors or even personal devices create new entry points.

Most of these strategies target the human element — making employees the first line of defense.

HOW TO PROTECT YOUR BUSINESS

4. STRENGTHEN (OR REPLACE) PASSWORDS The good news is that protecting your business Encourage unique, complex passwords with a password manager — or better yet, move doesn’t require a huge IT overhaul. A few toward password-less logins like biometrics practical steps can make a big difference: or security keys.

1. ENABLE MULTIFACTOR THE BOTTOM LINE AUTHENTICATION (MFA) Today’s hackers aren’t just breaking Always add a second layer of verification. in — they’re logging in. The threat is App-based multi-factor authentication or growing but so are the defenses available physical security keys are far more secure to businesses. than text-message codes.

2. TRAIN YOUR TEAM Employees need to know how to spot suspicious emails, unexpected login prompts, and unusual activity. Awareness can stop an attack before it begins.

By combining smarter authentication, regular employee training, and stricter access controls, you can stay a step ahead without adding unnecessary complexity for your team.

3. LIMIT ACCESS Not every employee needs access to every system. Restricting permissions helps contain the damage if an account is compromised.

And you don’t have to do it alone.

Partnering with a trusted IT provider can help you put the right protections in place, keeping your business secure while you focus on growth.

Roger Underwood, CEO techlocity.com (317) 288-5474

We’ll Ensure That You’re Insured

812-443-4251 • alliedinsuranceagencyin.com 808 W National Ave • Brazil, IN 47834 BBB Torch Magazine | Fall 2025 | 25

BUSINESS SPOTLIGHT

EF MARBURGER FINE FLOORING

Writer / Natalie Platt Photographer / Kiera Brehm

EF Marburger Fine Flooring was founded in 1913 by Eli Franklin Marburger. At the time, he was working as a salesman in the flooring department at Blocks. One day he left for lunch, and the restaurant where he was dining asked him to measure for new flooring. When he returned a few minutes late, his boss told him the tardiness was unacceptable. Marburger explained he had been helping a potential customer, but his boss argued that Blocks didn’t need to go out looking for customers, saying, “let them come to us.”

The very next day, Marburger started his own company, determined to build a business on servicing the needs of customers.

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That belief has carried the family company through more than a century of work.

Marburger’s son Donald later stepped in, followed by grandson Ronald. Today, his great-granddaughters Kelly Marburger Novak and Kimberly Marburger lead the company, with Kelly as president and Kimberly as vice president. When she stepped into the role in 2018, Kelly became the company’s first female president and the fourth generation to guide the business.

The fifth generation has already joined, with Kimberly’s son Connor serving as a project manager.

while updating its systems for the future.

When Kelly and Kimberly took the reins in 2018, they honored the company’s legacy

That balance of tradition and progress has helped EF Marburger thrive well past

“We were still using ledger books and did not have a centralized software system that integrated with accounting,” Kelly says.

She led the transition to an industry-specific platform that tracks financials, sales trends and performance.

“I was an expert in flooring, but not running a company,” she says. “This system assisted in analyzing financials, sales trends, salesperson performance and profitability.”

its centennial. The company has earned multiple awards of excellence from the Association of Builders and Contractors, and “Floor Covering Weekly” ranked EF Marburger among the top 75 flooring dealers in the United States.

What has kept EF Marburger thriving for more than a century is no real secret at all.

It comes down to listening, educating and treating every customer with care.

They say Ronald Marburger summed it up best: “If we listen to and educate our clients, provide them with the best possible product, at a fair price, and stay ahead of the future in technology and design, we will pave the way for the sixth generation to join this firm.”

Over the decades, EF Marburger has furnished and installed flooring for schools, hospitals, government buildings, athletic facilities, restaurants, hotels and homes across Indiana. The company’s

Hamilton Southeastern.

portfolio includes some of the state’s most recognizable spaces such as Lucas Oil Stadium, Gainbridge Fieldhouse, and the JW Marriott.

They donate flooring to Habitat for Humanity and support classrooms and school farms. Kelly is also active in the Fishers Chamber of Commerce.

While flooring is the core, EF Marburger has also expanded into full kitchen and bath remodeling, offering cabinets and countertops along with hardwood, carpet, vinyl and tile.

Now in its 112th year, EF Marburger remains proof that a simple idea can carry forward for generations — listen to the customer, do the work with care and treat people like family.

Yet even with that growth, the mission has not changed.

They know every installation might not go perfectly, but their philosophy is simple. Fix it quickly, make it right and always put the client first. That commitment has been the common thread through four generations, and it remains the heart of the business.

To contact EF Marburger Fine Flooring, visit their showroom at 9999 Allisonville Road in Fishers. You can reach them by phone at 317-841-7250 or online at efmarburger.com.

The business has also stayed close to its community roots. EF Marburger sponsors local school athletics, band performances and theater productions in Fishers and

CONNECT 9999 Allisonville Road Fishers, IN 317-841-7250 efmarburger.com

You’re not alone. Many bright students struggle, not because they aren’t trying, but because traditional teaching and tutoring don’t strengthen the brain skills needed to learn.

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2024 Torch Winner

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• If teaching and tutoring haven’t worked, it’s time to try something different. LearningRx doesn’t just teach—it changes the brain.

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Schedule a cognitive skills assessment and see how we can change your child’s future.

317-845-1999 12242 E 116th St, STE 400 Fishers, IN 46037 BBB Torch Magazine | Fall 2025 | 27

WHY LOCAL SEO MATTERS MORE THAN EVER IN 2026 And why your Google Business Profile is now mission critical

THE RULES OF SEARCH HAVE CHANGED. There was a time when ranking on Google meant one thing: building a strong website. But today, local visibility depends far more on something else — your Google Business Profile (formerly Google My Business). It’s now the launchpad for local SEO success, and if you’re not optimizing it, your business might be drifting in digital space.

Google has shifted its focus toward local intent — prioritizing businesses that are relevant, nearby, and credible in the eyes of its algorithm. When someone searches “electrician near me” or “best pizza in Indianapolis,” it’s your Business Profile that determines whether you show up in that coveted local 3-pack, not your website alone.

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HERE’S WHAT POWERS THAT VISIBILITY: Complete and accurate NAP (Name, Address, Phone) data across all major directories Regular updates with highquality, formatted images Verified hours, services, and categories Consistent business info across platforms like Yelp, Apple Maps, Bing, and dozens more Active customer reviews and timely responses

Think of it like mission control: your website is the full ship, but your Google Business Profile is what gets you off the ground.

Without it fully optimized, Google may pass you by in favor of a competitor who’s done the groundwork.

That’s where Local SEO comes in. It’s not just about being found — it’s about being chosen. A polished, consistent presence across directories builds trust with both customers and Google’s algorithm. And with more than 90% of consumers using search to find local businesses, this is visibility you can’t afford to ignore.

At Towne Post Digital, we help businesses sync their online listings, optimize their Google Business Profiles, and climb the ranks

in local search results. Because in this digital universe, showing up is everything — and showing up first is everything else.

NEED HELP GETTING DISCOVERED IN YOUR LOCAL ORBIT? Let’s get your business optimized and ready for takeoff.

WWW.TOWNEPOST.DIGITAL

BBB MILESTONE ACCREDITATIONS JUNE-AUGUST 2025

45 YEARS L.J. Stone Company 40 YEARS Sigman Pump & Well Service 35 YEARS John Peters Roofing 30 YEARS Arbor Homes J.R. Helms & Associates, PC Young & Sons Asphalt Paving 25 YEARS McComb Window & Door Co Merritt Hall Insurance Midwest Electric Company Myers Cabinets Wampler Services

20 YEARS Clark & Leucht, PC Complete Commercial Roofing Conway Service Construction Henry County Glass & Mirror Indiana Compensation Rating Bureau JD Hostetter & Associates JN Electric Layton’s Refrigeration Master Enterprises Precision Comfort Systems Riedling Services Safety Management Group of Indiana 15 YEARS AC Roofing & Construction Action Air Blossom Chevrolet

Collegiate Housing Services Just Bathrooms K-Tech Floor Systems Link Construction Parsley Plumbing Sim2K The Fountain Law Firm, PC The Pool Shop Tony The Concrete Man US Water Systems Window World of Terre Haute Worrell Corporation 10 YEARS Ace Hardware Home Services AMG Property Management Bannister Lawn Care & Stump Removal Boger Cabinetry & Design CinderBox Chimney Services

Clear Choice Restoration Diesel Permits East Indy Dental Care Energy Smart Exterior Restoration Fenster Components Finney & Sons Construction Hankey Marks & Crider Indy Exterior Services Kirsh & Kirsh, PC Long’s Tree Service Midwest Garage Door Systems Old Foundry Toy Works Quality Home Improvement Richards Complete Machine Shop Rivers Bullock Heating and Cooling Summers of Kokomo The WAIRE Group

5 YEARS Ameripak Artistic Touch Tree Service Champion Chevrolet of Avon Cruzher Remodeling Dark Chariot Consulting eMedCert Gregory Construction Company Hart’s Auto Center Indy Hoods Indy Wholesale Direct Kyburz Kleaning + Restoration Service Porter Roofing & Restoration Raccoon Lakeside Lodge Radon Technology TNT Auto Sales & Service Whitman Roofing Information is current as of September 3, 2025

BBB Torch Magazine | Fall 2025 | 29

NEWLY BBB ACCREDITED

RECOGNIZING BUSINESSES THAT RECENTLY EARNED BBB ACCREDITATION AND EMBRACE BBB’S STANDARDS FOR TRUST

CENTRAL

A Caring Hand Home Care Allen's Masonry AOI: Recruiting & Executive Search Bastion Business and Tax Services Blue Belles Weddings Bulldog Concrete Construction C & R Divine Home Care Call Off Duty CarpHomes Comfort Air Solutions Container Management Cruise Planners - Imagination Vacation Land & Sea Duncan's Total Household Solutions Elpis Empowerment Center F&K Estimating Fencescapes Firehouse Property Group Forza Logistics Group Freedom Outdoor Living & Construction Services Freshscape Grant Key's Lawn Service Greenwood Trading Post Guru Ji Homecare Agency HHX Handfeld Home Xperts Hometown Window and Door Company IN Focus First, Psychiatry Simplified Indy Boat Lifts & Docks Insurance Solutions Business Integrity Commercial Products JDB Floors & More 30 | Fall 2025 | BBB Torch Magazine

K&N Construction L&L Excavating Corporation Ladybugz Bookstore Lockal Locksmith Lux Esthetics by Dre Maranatha Tech Solutions minbolu Morgan Remodel North Indy Fence, Deck & Rail NuMedia Marketing Precision MedSpa Pride Line Pristine Clean Indy Right Way Roofing & More Spotlight Scoopers Surroundings by Natureworks T&T Sewer Services TMI Mechanical Trendsetterz Versatile Construction Group Weathers Strategy Group WeatherValet

EAST

Allan's Jewelry & Loan AMP Painting Big Stuff Body & Paint Works Bowden's Auto Service Connelly Home Solutions Coor Consulting & Land Services County Line Repair Custom Creations & Designs Decks On Point Duramax Sheds Direct

Ghyslain Chocolatier Hoosier Drain Guys Jeff Boone Auction & Realty MB Handyman Services Property Maintenance Moto Cars USA SafeHaven Roofing Smart Start Auto The Auto Ranch

INDIANAPOLIS

A Better Way Nanny Referral A Helping Hand at Home Care Accucare Home Care Acme Health Services ASK ME FOR A PARTY Ault Law Office Big Time Real Estate Bowman's Cleaning Services Budget Blinds of Central Indianapolis Called to Care Home Care Cash For Junk Wrecked Cars CCC Thermal Insulation Chester Plumbing & Septic CL Concrete CleanUp Indy Credence Innovations Draper Fence and Rail Company East Street Insurance Elite Concrete Plus Home-Ade Hope Source Homes Humberto Painting I&N Remodeling

Imperial Auto Sales Indiana Auto Credit Indy Elite Exteriors Indy Point Property Ken's Roofing & Gutters Kings Barbershop and Shaving Parlor Living At EasZ HomeCare Luving Hands Home Care Makangels Beauty Salon Manna HVAC Max Service Pros Merrifield Exteriors Midwest Cash Offer Midwest Remediation Miranda Concrete Solutions Monumental Notary Services MS Roofing Construction OJ's Finishing Touches One Concrete Panthers Construction Precious Touch Personal Care Services Pro-Tec Services Rising Hands Home Care Ruby's Precious Gems Early Learning Schlegel Greenhouse Serve Landscapes Sincere Residential Services Snow Crab Juicy Seafood Speedy Auto Sales Summit Painting & Remodeling Surplus Redemption The Cleanologist Indy Turner Machine Unlimited Home Care We Make Memories Home Care Wolves Den Developments WXIN/WTTV Zuni Technology

NORTH

Affordable Asphalt Maintenance Broman Contracting Brooke Organizational Consulting City of Firsts Auto Custom Painting by Leo

DC Lawncare Frazier Funeral Home & Cremation Services Gaeta Wrecker & Roadside Service KMS Mobile Auto Spa L&S Construction & Excavation Miracle Scapes Semper Fi Tree Service Top Tier Window Service True Spark Services

General Masters Tree Service Griswold Care Pairing for South Indianapolis, Bloomington & Columbus Home Pro Deals Tibbett Roofing Urban Shield Roofing White River Gutters

WEST

Crossbones Contracting Elite View Windows & Doors Air-Master Heating & Air Conditioning Kodiak Roofing Muse Heating & Cooling Callie and Company Entertainment Quality Roofing of Indiana D&M Roofing & Restoration Everline Coatings of Southern Indiana Ultra Heating and Cooling Wabash Valley Plumbing Floor Coverings International of Southeast Indianapolis

SOUTH

BBB Torch Magazine | May 2025 | 31

PRSRT STD

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