The following day, Ken read a front page article about an Indian reservation suffering under abject poverty. One of the Native American women being interviewed was named MorningStar. That settled it. For even at the genesis of his company, Ken knew he wanted its profits used, in part, to relieve poverty around the world. And so we were christened: MorningStar.

Since our first privileged year of service, the deep and lasting impression we want to make is this: We are a radically relational, senior loving home where residents are seen as heroes. By weaving all the threads of a better story, by knowing our purpose is greater than any one of us, MorningStar is resolved to elevate the world of business and leave a legacy of benevolence and changed lives.