5 Core Values

Our 5 Core Values are more than just words. They're a way of life.

Besides being distinctive, these beliefs create a framework for AFB actions. These values guide everything we do, including how we interact with our employees, how we interact with our customers and community, and how we interact with our vendors and business partners.

As we grow, our processes and strategies may change, but these 5 Core Values will remain the same.


Wow Our Customers


Our co-workers are our daytime family — love them accordingly


Be Open-Minded & Creative


Build Open & Honest Relationships


Be Kind & Humble

The Four C’s

Since our humble beginnings, AFB International has been a customer-obsessed company that focuses on delivering a WOW experience.

We aim to inspire the world by showing it’s possible to simultaneously deliver happiness to customers, as well as employees, vendors, and the community, in a long-term, sustainable way.

This vision led AFB to deliver happiness through the four C's:

— Company Culture
— Commerce
— Customer Service
— Community

As AFB continues to transform and scale, we want to ensure the four C’s remain top of mind in our day-to-day business operations. This means offering shoppers more variety, reimagining ways to exceed customer expectations, protecting and growing our company culture, and serving communities near and far.