When Joanne Pickrel reflects on her 33 years with Goodwill Industries Serving Southeast Nebraska, she doesn't point to the number of stores opened, the growth of the organization, or the milestones achieved during her tenure as CEO. “I’m most proud of the people we’ve mentored,” she shares.
It's a simple answer that speaks volumes about the kind of leader Joanne has been and the legacy she leaves behind as she prepares to retire after more than three decades of service. Her legacy will be recognized Thursday, November 12, when Goodwill celebrates two significant milestones: the grand opening of its new Folkways location in Lincoln and a leadership transition that has been years in the making.
“I’m most proud of the people we’ve mentored.”
Believe in People
Joanne began her career at Goodwill as a Retail Coordinator. She later advanced to Operations Marketing Director before becoming CEO in 1999. Over the following decades, she helped guide an organization that has served southeast Nebraska for 94 years, providing employment services and opportunities for individuals facing barriers to work. Joanne came to understand something fundamental about Goodwill's mission: creating opportunity begins with recognizing potential. And for one young man starting his career at Goodwill, that belief would change the course of his life.
From His First Job to the CEO's Office
Rafael Meza Vidales, Goodwill Industries Serving Southeast Nebraska’s incoming President and CEO, is a living example of Goodwill's mission in action. He was just 16 years old when he moved to the United States from Mexico. Rafael arrived without knowing English, facing the challenge of learning a new language while adjusting to life in a new country. Rafael also lives with cerebral palsy, a condition that has presented additional challenges throughout his life. But he was determined to build a future for himself.
Rafael studied hard to learn English and adapt to his new surroundings, and at 18 years old, he began working at Goodwill as a retail team member and cashier. Within six months, he had earned a promotion to team lead. He later became a retail trainer, helping other employees develop the skills and confidence they needed to succeed.
What began as an entry-level job gradually became a career filled with new responsibilities and opportunities. Rafael eventually transitioned into information technology and later assumed additional leadership positions, ultimately becoming Goodwill's Chief Operating Officer.
Throughout those years, Joanne was Rafael’s mentor. She encouraged him to recognize his abilities, pursue new opportunities, and imagine a future he might not have envisioned when he first arrived in the U.S. As Rafael steps into the role once held by the person who helped him believe he could lead, it's a full-circle moment for both of them and a powerful reminder of what can happen when organizations recognize potential and invest in their people. “I want to continue building on what we're already doing well by developing our training programs, improving our hiring processes, and strengthening our stores by investing in our people,” Rafael says.
It's a philosophy rooted in personal experience, because he knows the difference it can make when someone recognizes your abilities rather than focusing on your limitations.
“I want to continue building on what we’re already doing well.”
A New Location. A New Chapter.
The leadership transition isn't the only reason Goodwill is celebrating. On November 12, the organization will officially open its new Folkways store at 2920 Folkways Boulevard in Lincoln, replacing its former North 27th Street location. The new store offers more space, additional parking, and easier access for shoppers and donors. It also remains accessible by bus, an important consideration for an organization committed to helping job seekers overcome obstacles and find meaningful work.
While the location represents an investment in Goodwill's retail operations, its impact extends far beyond the shopping experience. Every donated item and every purchase helps support the organization's mission of connecting people with employment opportunities and resources. In 2025 alone, Goodwill successfully diverted over 2.3 million pounds of materials from local landfills and served over 6,300 individuals with employment-related services. Those numbers tell an important story about the community's generosity—and the role Goodwill plays in creating both economic and environmental impact.
“We are excited to celebrate our newest store and this new chapter with the community that makes our mission possible,” says Rafael. “Thanks to our amazing donors and shoppers, Goodwill is able to serve thousands of job seekers per year and support projects like this that help eliminate barriers to employment.”
A Time to Celebrate
Folkways Grand Opening
Thursday, November 12
10 a.m. - 7 p.m. | Ribbon-cutting: 10 a.m.
2920 Folkways Boulevard, Lincoln
Special discounts and raffle prizes Thursday, November 12 - Saturday, November 14.