It dropped the "2000" from its name on Octoin an effort to appeal to non-millennial markets. In line with the Holstein cow mascot, Gateway opened a chain of farm-styled retail stores called Gateway Country Stores, mostly in suburban and rural areas across the United States. In 1989, Gateway moved its corporate offices and production facilities to North Sioux City, South Dakota.
Gateway built brand recognition in part by shipping computers in spotted boxes patterned after Holstein cow markings. Gateway 2000 was also an innovator in low-end computers with the first sub-$1,000 name-brand PC, the all-in-one Astro. Also, North Sioux City, SD is sometimes referred to as the "Gateway to South Dakota" due to its location. Ted Waitt's ancestor was an enterprising individual who would round up these cattle before they could drown and sold them to the meatpacking plants once rescued. The farmers were often left with no choice but to give up the cow for lost and get the rest across the fast-moving river. Before the Big Sioux and Missouri rivers were spanned by bridges, it was common to transport cattle into Sioux City by ferry, and every so often, a cow would slip off the ferry deck. The origins of the company's name and cow motif can be traced to the meatpacking industry in the Sioux City area in the late 19th century. Gateway was founded on September 5, 1985, on a farm outside Sioux City, Iowa, by Ted Waitt, Norm Waitt (Ted's brother), and Mike Hammond.
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