Veteran Founded



Stories in families get told over and over again. They are told because they are a foundation. And they are told again so we don’t forget, and we pass the legacy and piece of our history on to the next generations.

Friedman’s is a family. Yes, we are family owned and operated, but we also consider this community family. A community which has embraced us and allowed us to build our company for over 70 years. With our extended family, we share stories.  Every year, sometimes a few times a year, we like to share the story of our veteran founders. It’s an honor to be founded by veterans and it’s a story we love to tell. It’s also an honor to support and work with different veteran organizations in our community. And so today we share the story of our Veteran founders and thank all Veterans for their service.

Friedman’s was founded in 1946 as a partnership between brothers Benny and Joseph Friedman in Petaluma. The two had jointly saved $4,000 from their Army pay during World War II. Upon returning to the area in which they had grown up, they recognized there was a local demand for materials had been difficult to obtain during the war. Investing their savings, together they opened the first store and named the business Friedman Bros. Through their hard work they grew the business by taking care of customers one at a time, watching costs, and reinvesting their profits back into the company.

We honor veterans and our veteran founders by proudly sponsoring and donating to many veteran oriented charities and events. These include the Petaluma Veterans Day Parade, Hope House, COTS, Sonoma County Vet Connect and Petaluma’s Korean War Memorial Monument Fund. Friedman’s also supports the local chapters of the Vets Resource Center of America, which focuses on supporting Veterans with homeless prevention and re-housing, employment training and behavioral health treatment.

This weekend, we have our normal Veterans Day Sale with savings on all sorts of things you might need. We are distributing flags, at each store location, to the first 600 customers. It’s a 12”x18” hand flag that we hope helps you honor veterans on this important holiday. Friedman’s is also participating in the Petaluma Veterans Day Parade on November 11th at 1pm – we’d love to see you there!