[1] The company was originally founded as a trucking outfit[2] by Chris Rufer, who remains the sole owner.

[7] The company has attracted attention for its philosophy of no supervisory management,[9][10] described by owner/founder, Chris Rufer, as "Mission Focused Self-Management."

Workers are encouraged to innovate independently, define job responsibilities themselves, and even make equipment purchasing decisions in consultation with experts.

[15][16] Morning Star, as part of its innovative approach to tomato paste production, has implemented several changes to improve its factories.

As a result, these measures have improved the company's ability to produce tomato paste that is both environmentally sustainable and efficient.