Rhodes Receives Government Relations Award from the NC Retail Merchants Association

Russell Rhodes Recognized for Excellence in Advocacy

RALEIGH, NC (November 7, 2025) – Russell Rhodes was recently recognized as the 2025 recipient of the Luther T. Moore Excellence in Government Relations Award. Rhodes received the honor from the North Carolina Retail Merchants Association (NCRMA) during their Annual Retailer of the Year awards dinner held November 4 at The Kimpton Cardinal Hotel in Winston-Salem.

The core mission of NCRMA is to represent the interests of the retail industry before the North Carolina General Assembly and to lend a hand in advocating at the federal and local level. The Luther T. Moore Excellence in Government Relations Award is presented in recognition of someone who goes the extra mile towards helping NCRMA achieve these legislative goals.

Rhodes has been an integral part of the NCRMA for the last ten years. During that time, Rhodes has worn many hats, including Chairman of the Board and he continues to serve on the board of directors, the executive and investment committees, the Mainstreet Merchants for a Better NC, and chairs the Association Health Plan Trust.

Rhodes has been a strong advocate for NCRMA, retail, and independent businesses. He is a valued contributor to the NCRMA Government Relations team and is a respected voice for retail issues. Rhodes’s advocacy has made a difference in legislation that has benefitted North Carolina’s retail industry while also preventing legislation that would harm it. He accepts this role willingly while also running his successful business – Neuse Sport Shop.

“Russell Rhodes has never treated advocacy as an obligation — he treats it as a responsibility to the people, small businesses, and communities that make North Carolina strong,” said Representative Chris Humphry (R-12). “His leadership at Neuse Sport Shop and his tireless engagement in Raleigh demonstrate the very best of what it means to speak up for our state’s retail industry.”

Rhodes began at Neuse Sport Shop in Kinston, NC as a busboy when he was 18 and continued to work there throughout college, both at Mount Olive where he received his undergrad and at East Carolina University where he earned his MBA. Twenty years later, Rhodes became president of the company, and now, after more than 40 years, Rhodes is president and CEO and has opened a second location in Cedar Point, NC.

Neuse Sport Shop features outdoor sporting goods, with a focus on hunting, fishing, marine, camping, and shooting sports equipment. They also feature large home décor and apparel departments. There are knowledgeable staff in every department, and Rhodes proudly acknowledges his confidence in his staff calling them the “Neuse Nation Family.”

Rhodes’ contribution to the Kinston community and beyond was noted by Cale Grady, president of the Lenior County Chamber of Commerce. “Russell is a valued asset to our community. His exceptional leadership and dedication to Kinston and Lenoir County have contributed to the success of our economy and the growth of our local business environment, Grady shared. “His achievements continue to drive our community through his professionalism and his unwavering commitment to collaboration with our youth, local officials, and business partners.”

At the awards dinner, NCRMA President and General Counsel Andy Ellen presented the award the Rhodes and shared his praise for Rhodes, noting a particular time where Rhodes’ advocacy made a real difference.

“Although many of us would like to forget the beginning of COVID five years ago, Russell was a rock for our staff. He hosted our conference calls, which were held three times a week. Russell was calm and led strategic discussions with policyholders on important restrictions like occupancy limits, masks, six-foot social distancing, etc.” Ellen stated, “Without Russell’s advocacy for North Carolina’s retail industry during COVID, I am confident we would have lost many more retailers than we did.”

Among all the accolades, perhaps former State Senator Jim Perry summed it up the best.

“Russell has consistently stood up for the interests of retailers, large and small, ensuring that their voices are heard and their needs addressed at every level. Russell’s efforts to communicate regularly with his elected representatives and the other members of his industry set a prime example for others to follow.” Perry continued, “Russell’s efforts have not only strengthened the positioning of the industry, but they have also supported local economies, created jobs, and fostered a stronger sense of community throughout North Carolina. Russell’s passion and integrity set a powerful example for all of us, reminding us of the importance of advocacy, collaboration, and service. He also provides a remarkable reminder that differing points of view need not lead to personal disagreement.”

NCRMA is grateful for Rhodes’ service to NCRMA and North Carolina’s retail industry and looks forward to his contributions for years to come.

In 2017, NCRMA established Luther T. Moore Excellence in Government Relations Award in honor of longtime member, board member and past chairman Luther Moore who spent 44 years working at Belk Store Services.