Introduction : J.C. Penney and rural America -- Becoming J.C. Penney : From country boy to department store magnate -- The country road through New York City : A personal reunion with American agriculture -- Emmadine farm, foremost guernseys, and the golden rule purpose -- Penney farms, Florida : Magnum opus in agricultural philanthropy -- "God will take care of you" : James Cash Penney in the great depression -- Agricultural homecoming : Penney's home place farm in Missouri -- Home place angus : Penney, a cowboy, and the rise of a cattle breed -- A tale of two meserveys : Golden rule partnerships with the common farmer -- Emmadine farm comes to Missouri : The pride and joy of Penney's herefords -- The gift of the guernseys : Foremost farm and the University of Missouri -- You can't take the country out of an old Penney -- Angus encore and swan songs of an agricultural life -- J.C. Penney after James Cash Penney -- Living and dying by the golden rule : Lasting impressions.