In late April, JMX Brands’ CEO Jim Miller and Vice President Linse Miller, the husband and wife team that founded the niche internet retailer in 2003, watched as the unemployment rate skyrocketed across the country while the Sarasota-based small business unexpectedly experienced a record month. The Millers decided to express their gratitude by donating money to All Faiths Food Bank, the only food bank serving Sarasota and DeSoto Counties. They also decided to encourage employees to join them by establishing the “Giving During Uncertain Times Challenge.” Committing to personally match gifts up to $1,000 as well as offering a company match of up to $2,000, Miller decided to challenge employees to continue to live out one of the company’s core values – giving.

“The thing about core values is that they characterize who you are at a very basic level,” said Miller in a statement. “You don’t practice them when they are convenient or easy; they are lived out even when it is difficult or challenging to do so.” In a little over a week, 28 employees of the Sarasota-based small business contributed more than $1,500, leading the parent company of DutchCrafters Amish Furniture and Eco Friendly Digs to donate over $4,000 to the food bank. The business also sold facemasks made by one of its Amish furniture vendor partners on the DutchCrafters website with profits from each sale going to All Faiths Food Bank.