His family's grocery store chain was just named Independent Retailer of the Year by Grocery Headquarters Magazine. He's slashing prices in his stores but maintaining the quality of the products in the worst economic environment in many years, and he's committed to giving back to the local community.

But for Jim Hiller, CEO of Hiller's Markets, it's just common sense.

"However you choose to color this, and whatever your flavor of politics is, good judgment only says take care of those that take care of you," he said.

Hiller's Markets most recent move was to reduce the prices of thousands of items in its stores by 10 to 60 percent, without affecting the integrity of the products. Hiller gathered all of his suppliers and asked each of them to produce discounts that he could pass through, dollar for dollar, to his customers.

"Because we operate so differently than most other supermarkets, where a conventional supermarket may have 30 or 40 vendors total, we have almost 1,500," Hiller said.

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