Investopedia explains 'Yonder 40 Index - Yonder 40'
The Yonder 40 Index was popularized by Jim Branscome and John Borden - two veterans of Wall Street. They felt that the major indexes were too focused on companies operating in urban environments, and that the health of urban companies didn't properly take into account how rural Americans were faring.
Despite the decidedly outside the big city intent, the original incarnation of the index covered several popular firms, such as ConAgra and Wal-Mart.
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