For the latest issue of The Independent magazine, OGR caught up with Adam and Theresa Thielen, owners of Hoffmann Schneider & Kitchen in Dubuque, Iowa for a chat about their funeral home, their careers, and the latest trends in funeral service. Check out the article below, and OGR members can read the full issue in our magazine archive. 

Tell us a little about how your funeral home got started and how it has evolved over the years. 

Our funeral home was founded in 1846 by Matthias M. Hoffmann Sr., making it the oldest continually operating funeral home in Iowa. From the very beginning, our roots were grounded in innovation. Matthias Hoffmann was the first licensed funeral director in the state and taught most of the embalmers in the area the art of embalming, either directly or indirectly. He also introduced the area's first motorized hearse and was the first to operate two chapels - both considered a big deal in their day. 

The Hoffmann family carried the business on for generations, and Alois "Al" Hoffmann, the last Hoffmann to own the firm, served as a funeral director for more than 56 years. In 1939, he moved the funeral home to the historic Lacy Mansion on Main Street, where he cared for thousands of Dubuque families. In 1985, Jim Schneider, who had worked for Al as a college student, purchased the firm and renamed it Hoffmann-Schneider Funeral Home. That same year, Dennis Kitchen opened Dennis Kitchen Funeral Home on Asbury Road, which Jim later acquired in 2004 after Dennis's untimely death. For years, he operated both locations - the Main Street funeral home as Hoffmann-Schneider Funeral Home and the Asbury Road locations as Hoffman Schneider & Kitchen Funeral Home. 

In 2019, Jim sold the Main Street building and sold the business and the Asbury Road location to Theresa and me. Having previously owned and operated my grandfather's funeral home in Burlington, Iowa, we brought that experience here. Since then, we've remodeled and modernized the facility, added an on-site crematory, and continued to build upon the long tradition of service. 

Today, Hoffmann Schneider & Kitchen Funeral Home & Crematory blends nearly 180 years of history and innovation with a forward-looking commitment to compassionate, professional, and personalized care. 

Why was it important for you to keep your funeral home independently owned and operated? 

For us, remaining independently owned is about preserving the personal, family-centered approach this funeral home has always had. When families walk through our doors, they aren't dealing with a corporation or a call center - they meet directly with us and our team, people who live and work in this community. That allows us to be flexible, responsive, and creative in honoring each life in a way that reflects the individual and their family's traditions. I was just 25 and Theresa was 22 when we became funeral home owners of my grandfather's small funeral home. We grew that business with a lot of hard work, determination, and a focus on serving families the best we could. That experience shaped us, instilling the values of hands-on care, community trust, and the responsibility that comes with being personally accountable to each family we serve. Independence still means we make decisions based on what best serves Dubuque families, not shareholders. From investing in facility updates and on-site crematory, to offering personalized service, our choices are guided by care, not corporate policies. Families deserve to know who they can count on in their most difficult times, and being locally owned allows us to provide that stability, compassion, and trust. 

What do you find most meaningful or rewarding about working in funeral service? 

The most rewarding part of this work is being there for families every step of the way. From the first phone call, we want them to feel supported and reassured. During arrangements, when a family asks, "Do you really handle all of that for us?" It's an incredible feeling to be able to tell them yes. On the day of the service, I take pride in knowing we've managed the details so they can focus on honoring their loved one. 

But the greatest reward comes afterward - when a family tells us we made things easier during one of the hardest times in their lives. That's the ultimate reason we do what we do. It's about being there with compassion, support, and professionalism. Families call us in their most difficult moments, and it's an honor to not just meet their expectations, but to exceed them. 

What do you believe distinguishes your funeral home from other funeral homes? 

I believe what sets us apart is the atmosphere we create. I don't want our funeral home to feel gloomy, intimidating, or stagnant - families are already coming in during a difficult time. Instead, we work hard to create a setting that is warm, comfortable, and welcoming. 

Our philosophy has also been shaped by our own family experiences. We've been to Disney World many times with our kids, and what always impresses me is the way Disney pays attention to every detail of the guest experience. Everything is intentional, and while it might sound unusual, that's something I try to bring into our funeral home. We want families to feel cared for in every way possible. We go above and beyond in customer service because we know we wouldn't be here if families didn't trust us. At the same time, we're not afraid of innovation and technology. Whether it's adding new tools, modernizing our facilities, or finding creative ways to help families share memories, we embrace change if it means improving the experience for those we serve. 

What does your funeral home do in order to create a strong community presence? 

I believe a strong community presence starts with involvement. Theresa and I are both active in local organizations and nonprofits, which keeps us connected and allows us to support causes that matter to the people we serve. We also build partnerships that strengthen our outreach. For example, we work with Precoa for preneed marketing, their outreach helps families understand the importance of planning ahead, and our advance funeral planner meets with local care facilities to talk with staff and residents about preplanning. That face-to-face education builds trust in the community. 

We also work closely with our local hospice to ensure families receive seamless care and support during the end-of-life journey. Together these efforts keep us visible and approachable - not just as a funeral home, but as an invested part of the community. 

What growing trends have you noticed in the funeral service industry? 

One of the most notable trends I've seen is the growing demand for simple, low-cost options such as immediate cremation, with families often choosing to handle services on their own. When services are held, they are often more informal celebrations of life rather than traditional funerals. While these gatherings can be meaningful, sometimes families miss out on the comfort and closure that comes from important rituals, like a viewing. 

Social media also plays a big role in shaping expectations. Families see DIY memorial ideas online or hear opinions about what's "necessary" in funeral planning, and many convince themselves that avoiding a viewing is "easier," even though it may make grieving harder in the long run. 

At the same time, while most of our calls are still traditional, religious-based services, I'm seeing fewer church affiliations within families and more cremation choices, especially among our preneed families. I believe services will continue to shift away from organized religious traditions and lean more toward personalized, celebratory events. For us as professionals, that means continuing to educate families and help them find the right balance between affordability, personalization, and the healing power of meaningful services. 

What drew you to become a member of OGR, and what do you value most about the membership? 

The best ideas often come from collaboration. Some of the most meaningful changes we've made in our funeral home were inspired by what others were doing well. That's what I value most about the Order of the Golden Rule, the chance to share ideas, learn from colleagues, and benefit from the collective experience of people who are equally committed to excellence in funeral service. 

We became members because we believe in continuous improvement. Networking with other directors who face similar challenges and opportunities allows us to exchange perspectives and refine how we serve families. OGR connects us with a community dedicated to professionalism, compassion, innovation, and integrity, the same values we want to reflect in our own work. 

What's something people might be surprised to learn about you or your funeral home? 

Something that might surprise people is how our journey as funeral home owners began. When Theresa and I first started, it was literally just the two of us on call, all the time. We didn't leave town for ten years. The turning point came when a young pastor in our community died unexpectedly. At the time, our daughters were two and four, and it hit us that we needed to find a way to not only serve families but also carve out quality time with our own. 

Since then, we've made family time a priority. Our oldest is now a freshman at the University of Northern Iowa, our middle is a high school junior, and our youngest, who has big MLB dreams, is 11. Along the way, we've traveled together all around the world - Thailand, Hungary, Mexico, Alaska, Hawaii, Jamaica, Costa Rica, and more. And yes, we've been to Disney World more times than I'd like to admit, plus a dozen Disney cruises. Balancing the demands of funeral service with raising a family hasn't always been easy, but it's given us perspective and gratitude for the journey.