Display to the hiring manager that you researched the company prior to your interview. This shows the interviewer that you truly are interested in securing this role, and that you find it important enough that you would take the time to conduct research.
"I took a lot of time getting to know your company through it's online presence. I am aware that you are a long-time family run business which is admirable. I understand, also, that you have very strong customer reviews online. What I enjoy most is that you give back so much to the community."