Fred Ruge was a man who couldn’t say “no.”

Whether it was chauffeuring someone to an appointment or to the store with his signature Ford Mustang convertible or raising money for veterans, not a day went by when the Wailuku resident wasn’t helping someone else.

“Fred just couldn’t say no to ongoing requests for help, even though, without complaint or regret, it always cost him considerable time and money,” said friend Richard MacDonald, a retired veterans counselor who is regarded as the first of his kind in Maui County.

For example, MacDonald said Ruge never stopped driving a next-door neighbor to the store for food even though Ruge usually ended up paying for it.

“Fred Ruge was/is loved by a multitude of people because of the selfless love and service he so brightly bestowed on thousands,” MacDonald added. “We can all be thankful to Fred for living his life truly ‘manifesting the highest good for all,’ a calling for us all to emulate.”

Ruge, 90, died of a heart attack on Oct. 12 at his home in Wailuku, according to his family. Services were held on Nov. 1. Donations may be made to the Salvation Army, Maui County, in his honor.

Ruge was born on May 18, 1930, in Detroit. Described as an “adventurous and giving man” in his obituary in The Maui News, Ruge left Michigan in his 30s and lived in the Alaskan wilderness, along with Seattle, Arizona and San Francisco, before settling in Maui where he lived for more than 30 years.

“Everywhere Fred went, he shared his generous heart and worked to make the lives of the marginalized better,” the obituary said.

Ruge’s niece Joan Dodge said her uncle “reinvented himself many times” and held various jobs. On Maui, he spent time working in Costco’s jewelry department. While living in San Francisco, he brought forward a concept of a World Peace Memorial, although it never came to fruition. Ruge was also the owner of the former Seattle Pilots professional baseball team for one day.

As to why her uncle helped so many, Dodge said, “I think it has somewhat to do with his experience in the Korean War. He always wanted to pay back and be there for people.”

But Dodge said her uncle never really talked about his war experience.

She added that he made his way to Maui after a friend invited him to visit. Three months later, Ruge moved to the island from San Francisco.

She said he led a simple life and that his only indulgence was his Ford Mustang.

On Maui after he retired, Ruge’s focus was improving the lives of veterans both past and present, his obituary said.

Ruge drove many fellow veterans to medical appointments and also accompanied disabled veterans to meet with their Veterans Affairs doctors on Oahu and the Mainland. He also took the lead in facilitating the benefits and burials for many veterans and their families and was involved with veterans organizations.

“I could never say enough about Fred. . . . He was always there for any veteran, and he is going to be greatly missed. They don’t make them like Fred anymore,” said friend Janna Hoehn, who is known for her efforts to collect photos for the Vietnam Veterans Memorial Fund’s “Faces Never Forgotten” program that aims to put a photo to each name on the Vietnam Veterans Memorial.

Hoehn called Ruge one of her best friends and said he was one of “the most dedicated, selfless, most generous people” she has ever met.

She added that Ruge was one of the first veterans to help her with her efforts for the “Faces Never Forgotten” program, and the two spent countless hours standing in front of Walmart, Safeway and at the Maui Fair to raise money for the project.

She also nominated him for awards that he eventually won, including his selection as one of The Maui News’ “People Who Made a Difference” in 2012 and 2014, and the Maui County Office of Aging’s “Outstanding Older American” honor.

MacDonald said he and Ruge also served as board members for the Salvation Army, where they advocated in many situations to help the homeless in need of enhanced shelter and outreach services.

He recalled that the “most joyous times” were while ringing the bell over the Christmas holiday to raise money for Salvation Army.

MacDonald would be in an elf suit “dancing like crazy” to Christmas rock music with Ruge by his side with “his ever-present, million-dollar smile.”

According to Dodge, Ruge was going to join her in Sunnyvale, Calif., to be closer to family but died prior to making the transition.

Ruge is survived by his twin brother, Robert, two younger brothers, Paul (Patricia) and William (Deborah), and nieces and nephews.

* Melissa Tanji can be reached at mtanji@mauinews.com.