Culture is the process by which a person becomes all that they were created capable of being. By supporting folk dance ensemble „Gauja”, women’s choir „Jumara” and new talented performer Ms.Kristīne Šomase in Eurovision we try to help develop talents. Folk dance ensemble “Gauja” is recognizable and one of the most popular groups in Valmiera city with almost 70 years of history and traditions. Currently there are around 150 people dancing in different age groups, involving both young and adult dancers in dance rhythms, including our employees and their children. Meanwhile Valmiera women’s choir “Jumara” has been active for more than 30 years showing good results in several international competitions.