Family, integrity, and service – these qualities were instilled into Roger Pierce at an early age, and were later infused into VetPride Services. Growing up, Roger looked up to his father, who served in World War II as a B-22 tail gunner. When it was time for Roger to follow his father’s example and serve his country with honor, he did, in Vietnam and in the US Army National Guard. He went on to receive a Bachelors of Science in Business Administration from Appalachian State University. Roger’s desire to serve people prompted a long career in Human Resources for major manufacturers and retail companies. As fulfilling as this was for Roger, he knew he could make a greater impact, not only for civilians, but for veterans as well. “I wanted to use my civilian and military experience to create a small business with family values that could provide a great service to commercial and governmental customers,” Roger explains.  He founded VetPride Services in 2004 with his son, Wes Pierce, and what started as a small family business, quickly grew to include more than 400 employees. With numerous customers spanning the United States, and overseas, VetPride Services has become a leader in the industry. A man of remarkable character, Roger measures success not by revenues or status, but by the level of service he is able to provide to both his customers and to his employees: “My goal is to continue to grow VetPride with an emphasis on great service, and to continue to provide a living for our employees, which is what makes us a true success,” he says. Roger loves his employees like family, and is committed to their prosperity. “Family is very important to us,” says Roger, “we treat all our employees as members of the VetPride family. I enjoy working with all of our employees across the country, talking with them, and having an open door policy as an owner.”