The Golden Rule

The familiar green Lassus signs seem ubiquitous around northeast Indiana and northwest Ohio, and if it feels as though they’ve been around forever, that’s because they’ve been serving others for a century. Lassus Brothers Oil, Inc. celebrates its 100^th anniversary this year. Its owners, the fourth generation of Lassus brothers, believe staying local and staying involved have made all the difference.

“We’ve been around 100 years,” says Greg Lassus, fourth generation and vice president of sales and marketing, “but being locally owned and operated doesn’t mean anything to me unless we’re giving back to our community.”

August Lassus opened the first Lassus gas station in 1925 at the corner of Wayne Street and Anthony Boulevard in Fort Wayne. In addition to gasoline, the station featured two service bays; the company also provided home heating oil. 

As heating oil shifted to natural gas and full-service evolved to all-things convenience, Lassus refined its business model and embraced new opportunities, relying on technology and creativity to provide for the needs of its customers. 

“Back in the day [1920s and 30s], all gasoline came by rail car,” explains Jon Lassus, third generation owner of Lassus Brothers. “Lassus was the first company to bring gasoline into Fort Wayne in a transport truck [1937]. We were also the first to market gasohol (that’s 10% ethanol and 90% gasoline) as well as E85. In 1980, we opened the area’s first gasoline convenience store.”

The convenience store, which became known as Handy Dandy, entered the market somewhat modestly. Jon and Bill Yarnelle founded Anthony Wayne Vending and supplied the family gas stations with convenience items. As demand grew, service evolved to include a cooler with milk, then candy bars, then grocery items. 

“Once we opened our first convenience store,” says Todd Lassus, fourth generation and current president of Lassus Brothers, “it was a natural fit and we began converting service bays into what you see today.”

Over time, Lassus Brothers has grown from a single gas station to 35 gas and retail convenience stores. Along the way, August Lassus transitioned the company to his three sons: Elmer, August Jr. and William. In 1960, Elmer’s son, Jon F. Lassus and his cousin Bill Yarnelle (who eventually sold his interest to Jon F.) joined the company. Jon’s sons, Todd, Greg and Jon R., became fourth generation owners when they entered the company. (Jon R. tragically passed away in 2022.)

While many people don’t realize the company is still locally owned and operated, even fewer know that Lassus owns a pipeline terminal in Huntington where the company blends its own fuel. From there, Lassus-owned trucks deliver fuels to wholesale customers, in addition to its own locations.

“We have our own trucks and our own terminal,” says Todd. “We are an independent oil company.”

Another little-known fact is that Elmo’s, the in-house, hot food and deli service offered only in Lassus convenience stores, is a proprietary brand, built from the ground up and named after Jon’s father, Elmer. 

“We really do have good food,” says Todd. “In fact, Elmo’s was ranked second for Sub Sandwiches in the 2024 Fort Wayne Readers’ Choice Awards. In the Best Convenience Store/Gas Station category, Lassus received first place.”

With more than 475 team members and a broad range of products and locations, a century of continuous operation is a reality the Lassus family does not take for granted. In fact, the Cornell SC Johnson College of Business notes that the average family business lasts 24 years. And while 40% transition to second-generation ownership, an average of only 13% make it to a third, and only 3% to a fourth generation and beyond. 

“I’m proud to be able to keep something that my grandfather and my dad worked really hard to put together, and that we’ve been able to maintain that,” says Todd. “My dad was educated on how to transfer authority, how to empower people, when to be involved and when not to. A lot of families can’t do it, but we have.”

The Lassus family believes their company has defied the odds because they have built a culture centered on Christian principles, particularly the Golden Rule. 

“Our culture is built upon the foundation of ‘love thy neighbor’,” says Stephanie Galentine, the company’s chief operating officer. “From our front-line customer service to our community involvement, from our core values to our team culture commitments, training and evaluation processes, ‘love thy neighbor’ is our core tenet, our north star.”

When it comes to living by their values, Greg states, “We not only say these things, but we mean them.”

For example, Lassus Brothers provides free counseling services with certified providers, an offer that extends not only to team members, but also to anyone in the team member’s household. The company works with local not-for-profit organizations to help with team members’ energy needs, financial health education and childcare guidance. It also funds an internal ministry that supports team members who find themselves with unexpected financial burdens. 

Additionally, Lassus invests in its communities by offering team members paid volunteer time and by conducting fundraising efforts. In 2023, Lassus raised more than $75,000 for organizations that support children and families. In 2024, the company raised $100,000 for the Fort Wayne Children’s Zoo, and an additional $77,000 during the annual Be A Blessing holiday campaign. Lassus also hosts company events at local venues that include the Komets and TinCaps, among others.

“We are very intentional about serving all of the communities we’re represented in, and we’re invested in the individuals that we employ,” says Galentine. “I’m really proud to be part of a culture that leads with integrity, and that attitude comes directly from the [Lassus] family.”

With a fifth generation preparing to enter the workforce, Jon, Todd and Greg hope another century may lie on the horizon.

“We’re at the forefront of providing fast, friendly, safe service with quality products,” says Greg. “We’re going to continue to provide for our communities, including philanthropically. We’re local and we’re here to stay.”  

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