Company Blog

Reciprocity

by Adam Zack — September 17, 2025

“When that reciprocal relationship gets too one-sided…. the relationship shifts and someone else gets the chance to reciprocate.”

I believe all healthy, long-term relationships must be reciprocal. Sometimes I feel really petty thinking that. Good people do nice things for their family and friends because they want to. Because they love them. And because it makes you feel good to do something you know the other person will appreciate. You’re not doing it because you have a need to be thanked or a motive that if you do something for someone you care about, they will reciprocate with something nice that you will in turn appreciate. You do nice things because you’re nice, and generous. But still, after always being the one to invite friends for dinner, or acknowledge birthdays with cards and gifts, or have a guest visit for a weekend and treat them to every meal and activity, the lack of some kind of acknowledgement and reciprocity at some point gets under your skin a little. It doesn’t make you a bad person or less generous, but we all have a basic human need to feel appreciated. Our customer relationships are a good example of reciprocal relationships. They patronize our stores. We give them quality food and great service, they give us money and sincere thanks. When that reciprocal relationship gets too one-sided – bad food, lousy service, too high prices, the relationship shifts and someone else gets the chance to reciprocate.