Green Front helps Southside SPCA with homeless pets

Published 3:15 pm Friday, September 29, 2023

Farmville’s Green Front Furniture recently took its pet-friendly policy to another level. Partnering with the Southside SPCA, the company recently launched several projects with the goal of helping shelter dogs and cats find good homes.

The four-footed furniture connection began with a Fourth of July event at Green Front.

“We invited the SPCA to our Dogs of Green Front Cookout on the Fourth of July in the Courtyard at Building 9,” Green Front Furniture President Den Cralle said.

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It was a dog-themed meet-and-greet that offered SPCA staff a chance to mingle with Farmville dogs and their humans. Green Front later described the event as “fur-filled festivities celebrating the Fourth with the Dogs of Green Front and our partners at the Southside SPCA.”

The first major project for Green Front was a logical one: sprucing up the SPCA shelter with new furnishings.

“We’re very fortunate Green Front chose to partner with us,” SPCA Fundraising Chairman Steve Smelcer said. “When I mentioned that the SPCA lobby wasn’t looking its best, Green Front stepped up and agreed to renovate the space.”


On August 24, a Green Front delivery truck pulled up at the SPCA shelter with new furniture not only for the lobby and kitchen but also several other spaces for prospective adopters and pets to meet and get acquainted.

“We had excess furniture in stock,” Cralle said. “What better way for us to use that excess furniture than turn the SPCA lobby, kitchen and adoption areas into more beautiful and usable spaces. Since Green Front is totally dog-friendly, it seemed like a good fit for us.”

The COO of Green Front Furniture, Dianne Cunningham was, in fact, the one who started the dog-friendly ball rolling along Main Street. When she decided to bring her dogs to work, she learned what other pet-friendly merchants already knew: Pets are good for business.

“Before long customers were coming in just to see the dogs,” Cunningham said. “Then they would stay and shop.”

Other Main Street merchants followed Dianne’s lead and noticed a similar bounce in business.

“Dogs are now welcome in all Green Front buildings,” Cralle added.


Green Front was established as a retail furniture company on Farmville’s Main Street in 1968. Headquartered in Farmville, Green Front currently includes nearly a million square feet of showroom space in 13 renovated tobacco warehouses and revitalized department stores.

“Going forward we want to include the Southside SPCA in the core group we support,” Cralle said. “You need to give back — and what better way to do that than to help some dogs and cats find homes?”

Cralle considers it a worthy cause for good reason. Since the shelter opened in Meherrin in 1975, countless homeless dogs and cats have been adopted through the efforts of the Southside SPCA.

“This year, Green Front Furniture has stepped up to be the title sponsor for our 12th annual donation drive and gala in December,” Smelcer added.

A major fundraiser for the SPCA, the Holiday Gala will be Dec. 2 at the Fireman’s Sports Arena, and the Annual Donation Drive will be Dec. 3 at Holiday Inn Express.

“Green Front’s donation of new furniture and other assistance has elevated our facility to the next level,” Schuma said. “We couldn’t be more grateful for all their donations.”

“When you shop with us you don’t have to leave your dog at home,” Cralle concluded. “Your best friend is always welcome at Green Front.”