VALLE CRUCIS, NC – In the wake of Hurricane Helene, the Mast General Store began selling Mountain Strong shirts and stickers to raise money for organizations helping the region recover from the storm. MountainTrue, an organization dedicated to championing resilient forests, clean waters, and healthy communities in the Southern Blue Ridge Mountains, is the latest recipient of a check totaling $25,000 from Mountain Strong funds.
Mast Store President Lisa Cooper said, “The rivers and waterways are an important part of our natural landscape and our economic wellbeing. It is essential that they be clean and healthy for recreation and for farmers. MountainTrue is organizing regular clean-up days for many of the rivers and streams in our area, including the Watauga River, which runs through Valle Crucis.”
“On behalf of our community and membership, MountainTrue is very grateful for the generous support provided by Mast General Store and their Mountain Strong giving program,” said Andy Hill, Watauga Riverkeeper and High Country regional director for MountainTrue. “Our rivers, like our community, are incredibly resilient. We will use these funds to further our mission of protecting the rivers of the High Country.”
With this contribution, the total Mountain Strong investment is $110,000, including previous gifts to BeLoved Asheville ($20,000), Asheville Chamber for Small Businesses ($20,000), River Arts District Foundation ($20,000), and Boone Area Chamber Small Business Grants ($25,000).
“We are humbled by the response to our Mountain Strong merchandise,” continued Cooper. “The design is inspiring, and it is something people are proud to wear to show their support of this beautiful area. We’re thankful that sales continue to be good because it allows us to continue to support the hard work of recovery.”
According to several initial estimates, rebounding from the devastation caused by this landmark storm will come in stages and will stretch over years. “It is going to be a group effort,” said Cooper, “and that group will need to include the many folks who don’t live here in the mountains but love them and want to help. The initial wave of volunteers was truly just the beginning. We hope our ‘off-the-mountain' friends will come to visit on their vacations and consider volunteering for a day, too.”
Hill shared that MountainTrue has many volunteer opportunities with some of them being family friendly. To learn more about volunteer opportunities to replant stream banks, river clean-up, and more, visit MountainTrue.org/event.
Mountain Strong apparel and stickers are still available for those wishing to purchase and show support for the mountain communities. Each purchase helps make a difference and impact the future of Western North Carolina.
# # #
About Mast General Store
The Mast General Store's original location is in Valle Crucis, North Carolina built in 1883. It is recognized by the National Register of Historic Places as one of the best remaining examples of its type. The store houses an official United States Post Office and offers nickle coffee that you can sip, on cold days, around the potbellied stove. Being a true General Store, Mast General Stores stock over 400 brand names in categories ranging from hard-to-find home goods, the latest outdoor gear, fashion apparel, footwear, toys from yesteryear and local & regional favorites. Each location has an extensive knife shop and more than 500 varieties of old-fashioned candy by the pound. Mast General Store has eleven store locations. The Original Store and Annex (just 2/10th of a mile down the road) in Valle Crucis, NC - Asheville, NC - Boone, NC - Columbia, SC - Greenville, SC - Hendersonville, NC - Knoxville, TN - Roanoke, VA - Waynesville, NC - Winston-Salem, NC. Mast General Store's home office is Valle Crucis, NC. Visit mastgeneralstore.com for more information.