For many consumers, the choice begins and ends at finding the lowest price, but local independent businesses would like you to look a little deeper.

When you purchase from a local business rather than a chain, say, three times as much money stays in the local community, according to the American Independent Business Alliance (AMIBA). If you buy on the Internet, none of the money stays in the community. Money spent locally goes to our tax base and pays for police, fire and other public services.

Independent and locally owned  businesses also serve our community and contribute to local charities and organizations.

 Independent businesses in Modesto have just joined AMIBA in order help promote each other to shoppers in Stanislaus County. Consumers are getting their introduction to the  Modesto Independent Business Alliance during Independents Week with a special promotion during Independence ( or Independents) Week. You’ll also see them featured in the city’s Fourth of July Parade.

 If you’re a local, independent business, you can join the alliance or get more information at the new website:  Modesto Independent Business Alliance.