Costco employees gush about the family atmosphere, and why not? The company promotes almost 100% from within, As Sinegal explains, "We have guys who started pushing shopping carts out in the parking lot who are now vice presidents our company.” It’s not loyalty that pushed Sinegal to hire from within; those who have been with the company know the Costco story and, as such, are better able to adhere to the core philosophy of providing quality and value. Examples of adherence to the corporate philosophy are labeled “salmon” stories in honor of a particularly successful effort. In 1996 Costco sold salmon fillets at $5.99 per pound. Over a five year period Costco buyers were able to negotiate price that lowered the to $3.99 per pound while, at the same time, substantially increasing the quality of the product by improving the trim and Costco to the pin bones, among other enhancements. This story is used as a teaching tool at that encourage others to hold fast to company philosophy. Even more powerful is the fact that Costco employees approached Sinegal to tell him their version of the "salmon" story, explaining the efforts they have undertaken to reduce prices while increasing value to the customer.