 With this family business, our ability to evolve with the current markets, the current demographic, and a lot of people don't like change, but to stay competitive and just know what's going on, you're forced to do that, and that's what it takes to survive, I think, in any business. Zimmerman & Company True Value, a mainstay on Main Street in Pendleton for over 85 years. A Pendleton Original. News Radio FM 96.5, 1290 KUMA.