ADESA, which entered the vehicle-redistribution industry in 1989, plans to celebrate its 25th birthday in an exceptional manner — by giving back to each of its 65 North American auction locations’ local communities through 25 good deeds.

Hoping to wrap up the “fun acts of goodwill” by the end of the year, the company’s president and chief executive officer, Stephane St-Hilaire, looks forward to giving back to the communities that helped ADESA grow.

“We wanted to find a way to celebrate 25 years in business that not only included all of our locations, but also showed our appreciation for our customers and benefited our local communities,” St-Hilaire said. “This is a unique opportunity to add some creativity to our acts of kindness, and of course, encourage a little friendly competition between our locations.”

The company recommended several good deeds for its employees, including volunteering at local food banks, bringing flowers to nursing home residents, as well as simple gestures, such as leaving quarters near vending machines, paying for meals for cars behind them at drive-through windows, etc.

Customers are also encouraged to participate, with recommendations like bringing books to local ADESA locations for a book drive, donating items to local animal shelters, etc. Each location will track progress with a large score card.

“Community involvement is one of ADESA’s core values,” St-Hilaire said. “So it was only natural to include giving back into the recognition of our 25th anniversary.”