Chic Sale plays Ulysses Crickle, a man who stops "going west" when he gets a boil on his butt from riding in a Conestoga wagon. He decides the start a town on the spot. Fifty years later, we see Crickle as the leading citizen of his Arkansas town. He's the postmaster and he owns the general store. His granddaughter (Ann Dvorak) comes home from business college, and everything seems fine.
But being 1931, things are changing fast. A chain supermarket decides to open a store in town, right across the street from Crickle's. The man sent to open the store (David Manners) falls for Dvorak and becomes Crickle's enemy. The chain store, being a big corporation, fights dirty to drive Crickle out of business. Crickle can't compete with their prices so he institutes a barter system so the locals can get food even when they have no money. Of course Manners is innocent of his company's shenanigans and helps Crickle beat them in the end.
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