The heart of SUMURI consists of simple core values that should exist in any company such as ours but is hard to find in today’s business models. Core values such as honor, integrity, loyalty, positive attitude, dedication and most important above all – altruism. Altruism – the desire to help, serve and care for others first before yourself. Many companies may start out with values such as these but they are quickly forgotten as time goes on. Too many times we have seen companies grow larger and forget about the customer who they are serving.