Larry Potterfield (born January 16, 1949) is the founder and Chairman of the Board of MidwayUSA, an internet retailer of shooting, hunting and outdoor products.

[5] Potterfield, who has delivered keynote addresses on Leadership and Management topics,[6][7] is known to be a supporter of the National Rifle Association (NRA),[8] Boy Scouts of America,[9] the Key Conservation Groups[10] and other organizations related to youth shooting sports activities.

[13] These awards were presented in recognition of the Potterfields’ exemplary leadership in conservation and lifetime commitment to fish and wildlife stewardship, and education though volunteer service and philanthropy.

Growing an interest in shooting from childhood, he received his first gun, a Stevens 16 gauge single shot, as a Christmas gift from his elder brother when he was thirteen.

He then enrolled in Hannibal-LaGrange College, and later at the University of Missouri, Columbia from where he received a bachelor's degree (BS) in Business Administration, with a major in Accounting[17] (1971).

[32] The MidwayUSA Foundation, founded by Larry and Brenda Potterfield in 2007, is involved in helping communities and organizations raise money for education and youth shooting activities.

[36] On January 2, 1992, Potterfield requested MidwayUSA customers to round up their bills to the next higher dollar and the money raised through the initiative is known to have been donated to the National Endowment for the Protection of the 2nd Amendment.

The Golden Bullseye Pioneer Award recognizes exemplary achievement by individuals responsible for the development, introduction and promotion of equipment that has made a profound and enduring impact on the way Americans shoot and hunt.

The award was established to bring honor and recognition to an individual, organization, or group whose achievements reveal a sustained and significant contribution to the conservation of wildlife and its habitats.