The annual NACS Foundation's 24/7 Day, held each year on July 24, rang with cheers (and a few happy tears) in 2025 as three individuals learned they had been named the inaugural First Responders of the Year award recipients. A Red Cross volunteer with 55 years of service under his belt; a Casey’s store manager and volunteer firefighter who saved a customer’s life in the store; and a fuel driver who serves as the fire chief across multiple towns in Kansas showcased what being both a first responder and part of the convenience industry means.

At their local convenience stores, family members and colleagues gathered to surprise them while local TV crews broadcast the moment live. A member of Congress even stopped by to offer appreciation. 

“These kinds of stories really humanize the industry, the first responders and the communities they serve—putting faces to the profound meaning behind the 24/7 Day campaign,” said Kevin O’Connell, executive director of the NACS Foundation.

The industry is gearing up for its eighth 24/7 Day in 2026. It’s a day to recognize and thank first responders, medical personnel and American Red Cross volunteers who work around the clock, 24/7, 365 days a year, to serve our communities and keep them safe. It also highlights the critical role convenience stores play supporting everyone who works around the clock.

Recognition That Hits Home 

“For many of our customers, these first responders are the very people who stood with them in some of life’s hardest moments. They see their own stories reflected in the honorees,” said David Biery, a regional manager of Valor Oil. His father, Charles Biery, a 55-year veteran of the Red Cross from Florence, Kentucky, was named the NACS Foundation First Responder of the Year in 2025. 

Biery described seeing his father getting that recognition as “nothing short of a pinnacle moment,” and said that the award did much more than celebrate his father’s legacy. “It reminded our entire organization why service matters and why we strive to carry that same standard into every interaction with our guests.”

Onstage at the 2025 NACS Show in Chicago—flanked by runners-up Angela Ryan and Kevin Umscheid—the elder Biery accepted a crystal trophy before an audience of nearly 5,000 people. In that moment, he said, he felt like a celebrity.

Across the country, more than 35,000 participating convenience store locations celebrated first responders on 24/7 Day with gestures that showed their support. These ranged from a free cup of coffee or fountain drink for any credentialed public safety officer, healthcare worker or military service member; a donation of foodservice made to the local firehouse; supportive signage and digital campaigns; or other creative support that fit the community. 

The celebration is personal for many in the industry.

“I was really grateful for 24/7 Day because it gave me the inspiration to think of a way to commemorate Edward ‘Chip’ Chidester, the volunteer assistant fire chief and Onvo team member who passed away due to injuries sustained in the line of duty,” said Harman Aulakh, vice president of marketing for Onvo. The company created a memorial that will be permanently displayed at the Onvo location in Harford, Pennsylvania, recognizing Chidester’s dedication and service, and served breakfast for the local fire department after the unveiling ceremony. 

Other retailers show their appreciation throughout the entire year. “Every day, we rely on our first responders—community servants that risk their own safety to make sure our team members and customers are safe,” said Maurice Lamarche, vice president for The Market by Tiger Fuel. “That’s why The Market offer special discounts to first responders not just on 24/7 day, but every day.”

The Power of Personal Stories 

The story of Chip’s legacy was one of many that resonated deeply with community champions and event organizers. Of the 75 nominations NACS received for First Responder of the Year, several were submitted in memoriam—honoring individuals who not only shaped the lives of the people who nominated them, but also the communities they dedicated their own lives to protecting.

The stories of many other runners-up for First Responder of the Year struck the heartstrings of those working behind the scenes at NACS. Take Alejandro Treviño-Gomez, for example. Shortly after finishing his first semester of firefighting training, Treviño-Gomez was able to provide resuscitation for his own mother until an ambulance arrived after she had a heart attack at home. His nominator called it a full-circle moment for a mother-son bond that began 19 years earlier, when Treviño-Gomez’s mother traveled to Guatemala to adopt him shortly after his birth.

Stories of brothers, sons and mothers were abundant among the nominations. “Strong, brave and amazing” were the words used to describe Alicia Dee of Shellsburg, Iowa, who works full time in addition to serving as a paramedic and raising six children. 

Other stories highlighted specific incidences of grit. When Natasha Allen, an assistant supervisor at Metropolitan Emergency Communication Association (MECA), in Pine Bluff, Arkansas, faced “one of the most demoralizing situations a professional can endure—working without receiving a paycheck—she still showed up,” her nominator wrote. “Many people outside this profession will never understand the personal sacrifice dispatchers make every day.”

Matthew Dunaj was recognized for his bravery not just on the frontlines as a Detroit firefighter, but as a mental health advocate. Dunaj speaks at conferences about the “machismo stigma” that discourages first responders from seeking help when struggling with PTSD from the job. “As his captain, I am very proud of his strength and perseverance in ridding the ideology that needing help is somehow a weakness,” his nominator wrote.

There were also some more lighthearted nominees that brought smiles to the faces of NACS staff—including Cooper, a two-year old goldendoodle who serves as the Glendale, California, fire department’s first-ever certified wellness canine. “K9 Cooper is more than just a dog, he’s a vital member of our first responder family,” Cooper’s nominator wrote. “In a world where trauma, stress and burnout are all too common in emergency services, Cooper has become a lifeline for so many. His calming presence, unconditional love and innate ability to sense when someone is struggling make him an irreplaceable part of our wellness and peer support efforts.”

While the impact these individuals have on their communities is monumental, the nominations showcase only a fraction of the incredible people (and pups) across the U.S. who do this work every day, often quietly, humbly and behind the scenes. If you have a first responder in your area that’s deserving of recognition, nominate them for the next First Responder of the Year Award and celebrate them on 24/7 Day—and every day.  

Always On Means Always Appreciated 

The business impact of 24/7 Day also reaches well beyond a single day in July. Coverage of awards ceremonies, in-store promotions and recognition of local heroes helped participating retailers boost brand visibility, with more than 200 earned media placements accumulating over a media cycle stretching nearly 75 days.

For the first time in 2025, NACS also awarded $5,000 in media storytelling grants to five retailers—Hops Shops, Onvo, Tiger Fuel (The Market), High’s and Fav Trip—to bring in photographers and videographers to tell their stories with professional-quality content.