We generally talk about heroes in a time of crisis. When we’re in some kind of life-threatening danger, a hero is an ordinary person who does something extraordinary. In the normal course of events, in a small town, a hero can be almost the opposite. A hero can be an extraordinary person who does something ordinary. Like growing vegetables. Or making soap.

In the hands of hometown heroes, these otherwise ordinary events can have a remarkable effect – on the economy and life of the town itself.

Louis Lancon served in the US Army for 20 years. He fought in Somalia in 1993, in Baghdad in 2003, and was company commander in the pitched battles to retake Ramadi in 2005. Today, Louis is President and CEO of the Sugar City Growers’ Co-op – a forward-looking hydroponic fruit and vegetable production in Jeanerette, Louisiana.

While he was away fighting for his country, Patty Lancon stayed home and raised kids. When Louis returned and retired form the military and relocated to Jeanerette, Patty decided to go into business. She opened Bayou Bath Company, at first making soap in the family kitchen and today selling a wide range of local products and incorporating an in-store florist.

The entrepreneurial Lancons have contributed a soldier’s lifetime of service to the United States and continue to contribute the next phase of their life to the life of Jeanerette.

Photos at Cafe Vermilionville by Gwen Aucoin.