About Rural King

Rural King, also known as RK Holdings, LLP, is America’s Farm and Home Store, a General Merchandise Store, providing essentials to the communities we serve. More specifically, we provide a broad range of necessities, essential goods, food, feed, seed and other farm and home products. Rural King planted its roots in Mattoon, Illinois in 1960. Since that time, Rural King has added over 100 stores in a thirteen-state area (Alabama, Illinois, Indiana, Kentucky, Tennessee, Ohio, Michigan, Missouri, Pennsylvania, Florida, North Carolina, West Virginia and Virginia). The heart of Rural King is the corporate office, distribution center and flagship store, located in its city of origin, Mattoon IL.

We welcome visitors, and encourage you to come in and take part in our 50 year tradition by enjoying a free bag of popcorn and cup of coffee on us.

Our locations have an outstanding product mix with items such as livestock feed, farm equipment, agricultural parts, lawn mowers, workwear, fashion clothing, housewares and toys. You never know what you will find at your local Rural King and that’s why every trip is an adventure. Our friendly staff is dedicated to serving your needs and can help you find whatever you’re looking for.

We pride ourselves on providing Every Day Low Prices, along with being the industry leader in product knowledge and customer service.


Rural King's Pricing Promise

Every Day Low Price

At Rural King, we are committed to having the lowest possible prices on quality items every day. We work hard to bring you the best value on everything. If you find a lower regular price or advertised price on an identical in stock item, we will gladly match that price!

New Every Day Price

We work hard every day at Rural King to keep our costs down and pass the savings along to you, our customer. Our promise to you is that as we secure lower prices from our vendor partners on the items we sell, we will pass those savings on to you. You will find these products throughout our stores labeled with our “New Every Day Price” signs.

Prive Match

At Rural King, we scour the market tirelessly to make sure we are bringing you the lowest possible prices every day, but we know other competitors have sales. During those times, their price is our price and their sale is our sale, because that is our commitment to you: to always have the best possible price. So, throughout our store, you will find our Price Match signs telling you we've lowered the price of that item due to a competitor's sale price. We just want you to know - we've got your back.

Special Buy

You know how you sometimes come across a great deal and you just have to buy it? Well, we’re the same way. So, when that happens and the item is not something we’re going to carry every day or it’s at temporary price reduction from a vendor, we want you to know, because if you want the special buy you need to buy it now. As always, we will make sure that we give you the best price.


What more needs to be said? Sometimes we need to make room for NEW stuff, which means you get some unbelievable prices on all sorts of great things!