About who we are than just a set of plates of what a big box store would be. this is about what we do and what we value. >> so, how did allison get businesses to sign on? she teamed up with organizations that have a similar local mind set. >> the local shopping movement is real. it's been around forever. there's local business groups everywhere from chambers to local first movements, shop local movements. we work with all of those organizations and they have a following of anywhere from, in small towns, five members, to large towns of 200 members. >> for some of the businesses, it's been a way...