SPRING -- 2018

Give someone the recognition
they deserve. Nominate today!
Page 23

wisconsingrocers.com | Spring 2018

Online
Grocery Sales

are Here to Stay

Why There’s No Time
Like the Present to

Get Your Store Online

Page 20

INSIDE
Grocers in the Capitol Day Page 8
Endorsed Service Providers Page 17
Wisconsin Property Tax Reform

Page 25
PRSRT STD
U.S. POSTAGE PAID Wisconsin Grocers Association
33 East Main Street, Suite 701 • Madison, WI 53703
MADISON, WI CHANGE SERVICE REQUESTED
PERMIT NO. 549

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2018 Spring WISCONSIN GROCER 3

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2018 Spring

WGA Board of Directors THE PRESIDENT’S PERSPECTIVE 7

Chairman Marlin Greenfield, bGOVERNMENT AFFAIRS 8
Skogen’s Festival Foods
Grocers in the Capitol Day: Success 9
Vice-Chair man Jeff Maurer 10
Fresh Madison Market, Madison, WI Congratulations to Dave Ryman,
Certco, Inc., the WGA 2018 Grocers
Secretary/Treasurer Care Political Action Award
William Dowling, Roundy’s 2017-2018 Legislative Session
Supermarkets, Inc., Milwaukee, WI
INDUSTRY Q&A: MEAL KITS 12
Immediate Past Chairman
Dave Ryman DAY IN WASHINGTON
Certco, Madison, WI SUPERMARKET INDUSTRY FLY-IN 12

Greg Cross WGA's Brandon Scholz, Dave Ryman, Certco Inc., and MEMBER SERVICE UPDATE 14
SpartanNash, St. Cloud, MN Michelle Kussow, WGA. 17
Is Your Store on the “Right Track?”
Bob Fleming Advertisers/Endorsed Vendor Listings
Fox Run Sentry, Waukesha, WI ENDORSED SERVICE PROVIDERS
American Coupon Servies. . . . . . . . . . . . . . . . . . . 17
Michelle Harrington Anheuser-Busch . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Programs to Benefit WGA Members
Albrecht’s Delafield Market, App Card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17, 21
Delafield, WI Associated Wholesale Grocers . . . . . . . . . . . 2, 33* ONLINE GROCERY SALES 20
Avalara. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17, 33*
Greg Hansen Badger Inventory . . . . . . . . . . . . . . . . . . . . . . . . . . 33* are Here to Stay: Why There’s No Time
Hansen’s IGA, Bangor, WI Certco Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33*, 35
CliftonLarsonAllen . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Like the Present to Get Your Store Online
Steve Loehr Crystal Farms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33*
Kwik Trip, La Crosse, WI DBS Group . . . . . . . . . . . . . . . . . . . . . . . . . 16, 25, 33* NOMINATE AN HONOREE 23
Designer Greetings . . . . . . . . . . . . . . . . . . . . . . . . . 25
Paul Lucas Federated Insurance . . . . . . . . . . . . . . . . . 6, 18, 33* Give someone the recognition they deserve!
MillerCoors, Milwaukee, WI H. Brooks & Company . . . . . . . . . . . . . . . . . . 31, 33*
KeHE Distributors . . . . . . . . . . . . . . . . . . . . . . . . . . 33* WISCONSIN PROPERTY
Jeff McClure Kemps Dairy . . . . . . . . . . . . . . . . . . . . . . . . . . . 30, 34*
SuperValu, Green Bay,WI Krueger Wholesale Florist . . . . . . . . . . . . . . . . . . 34* TAX REFORM 24
Lipari Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34*, 36
Robert Rothove Mehmert Store Service. . . . . . . . . . . . . . . . . . . . . . 25 Understanding how federal tax reform
Associated Wholesale Grocers, MillerCoors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34* will affect your business is a task unto itself.
Kenosha, WI One Beat CPR + AED . . . . . . . . . . . . . . . . . . . . . . . . 19
Palermo’s Pizza . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 MEMBER EVENTS AND 26-31
Rick Roth Pan O Gold . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34* HAPPENINGS
Great Lakes Coca-Cola, Plover, WI Pinpoint Software . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Prairie Farms . . . . . . . . . . . . . . . . . . . . . . . . . . . 27, 34* Save the Dates for 2018 Events
Toby Spangler Russ Davis Wholesale . . . . . . . . . . . . . . . . . . . . 3, 34*
Diageo, Madison, WI Shullsburg Creamery . . . . . . . . . . . . . . . . . . . 13, 34* ustry G SEE PAGE 32 c o s Fo
Society Insurance . . . . . . . . . . . . . . . . . . . . . . . . . . 34* Innovation
Dave Spiegelhoff Sparboe Companies . . . . . . . . . . . . . . . . . . . . . . . . 29 o
Gooseberries, Burlington, WI SpartanNash . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 34*
Stark Agency (The). . . . . . . . . . . . . . . . . . . . . . . . . . 19 olf Outing
Don Symonds Supervalu . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15, 34* nsin Grocery Ind
Lipari Foods, Warren, MI Wisconsin Lift Truck . . . . . . . . . . . . . . . . . . . . . . . . . 25 catio
Wisconsin Lottery. . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Jeff Tate Zone Mechanical North Inc. . . . . . . . . . . . . 25, 34* Wisco Grocery Specific
Watertown Piggly Wiggly,
Watertown, WI *Professional Card Listing Food Safety

Dan Williamson Certification Classes
Kemps

WGA Staff

President/CEO
Brandon Scholz

Executive Vice President
Michelle Kussow
Events Director
Cheryl Lytle
Operations Director
Sarah Decorah
Member Service Representative
Mark Stellpflug
Executive Director,
WGA Education and Scholarship Foundation
Dave Kotwitz

Please help us conserve resources. If you are receiving multiple copies or wish to be removed from this mailing list, please EDITORIAL INFORMATION: Publication dates; March, May, August, December. Please submit all press releases and stories to
call the WGA office at 888/342-5942. Brandon Scholz, Publisher, at the Wisconsin Grocers Association; toll free 888/342-5942; fax 608/244-9030. Wisconsin
Grocer magazine is designed by Lorraine Ortner-Blake, [email protected].
Wisconsin Grocer is published four times a year by:
Wisconsin Grocers Association, 33 East Main Street, Suite 701, Madison, WI 53703 • www.wisconsingrocers.com. ADVERTISING INFORMATION: Please submit all advertising material and questions to Cheryl Lytle, Wisconsin Grocers Association,
33 E Main Street, Suite 701, Madison, WI 53703, call 608/244-7150; fax 608/244-9030; email [email protected].
Toll free 888/342-5942; fax 608/244-9030. Materials in this publication may not be reprinted in any form without permission The Wisconsin Grocer Magazine is printed at Thysse Printing, Oregon, Wisconsin.
of the Wisconsin Grocers Association.
2018 Spring WISCONSIN GROCER 5

6 WISCONSIN GROCER www.wisconsingrocers.com

THE PRESIDENT’S
PERSPECTIVE

Brandon Scholz WGA President and CEO

title

2018 Spring WISCONSIN GROCER 7

Government Affairs

By

Michelle in
Kussow the
WGA Executive
DAY
CGARPOICTEORLSVice President

Celebrating Success!

Over 50 grocers participated in issue briefings on items that WILL make a difference in

running their stores and bottom lines.

The annual WGA Grocers in the “The WGA is committed to

Capitol Day was held on January monitoring issues that effect your
business. By attending the Capital
22nd and 23rd. This year marked Day, you soon realize that you are

the 20th Anniversary of WGA’s Kari & Josie Hansen met with Sen. Majority Steve Burkhardt, Skogen's Festival part of a voice that gets heard at
Leader, Jennifer Shilling. Foods, presents Rep. Bob Kulp with the the Capitol. Meeting with your
Capitol Day and therefore, the Friend of Grocers Award Representatives and helping them
Michelle Kussow, Kevin & Amanda Metcalfe to understand how the issues effect
focus was to celebrate our met with Rep. Jimmy Anderson. the industry and your specific
business is an opportunity that
successes.
should not be missed.“
The most recent and substantial success WGA Member
for the WGA has been passage of a $75
million exemption for machinery to the Steve Loehr, Kwik Trip, honors Rep. Dan for removing the outdated requirement and
personal property tax. In recognition of Knodl, with a Friend of Grocers Award. also highlighted a few tax issues he has been
this effort, the WGA along with the working on, including the personal property
Coalition to Repeal Wisconsin’s Personal Jeff Basting, Point Foods, recognizes tax.
Property Tax, held a fundraiser the Sen. Howard Marklein with the Friend
evening prior to Capitol Day for the four of the Grocers Award. With the guest speakers out of the way,
legislators deemed the “personal property Brandon and Michelle took turns with the
tax heroes.” More than 75 people, Jim Hyland, Roundy's/Kroger, presents microphone to provide briefings to attendees
including grocers and WGA members, Sen. Duey Stroebel with the Friend of on the key issues: Repeal of soda equipment
along with members of the coalition Grocers Award. rental regulation, workers compensation
representing 41 business associations, reform, preemption of employment
attended the fundraiser held at the Top of ordinances, personal property tax and
the Park overlooking the beautiful State interchange on sales tax. Details and updates
Capitol. The event honored Senators on these key issues can be found in the
Stroebel and Marklein and Legislative Session review article in this issue.
Representatives Knodl and Kulp for their
hard work and dedication to ensuring After a quick bite to eat, the group headed
passage of the personal property tax over to the State Capitol for the true purpose
exemption. and focus of the event—meetings with
legislators. As always, the WGA schedules
Following the fundraiser, the WGA Diane Guerrero, Terry Everett, Certco Inc. individual meetings for attendees with their
elected officials to discuss the key legislative
hosted a surf-and-turf dinner for WGA and Kevin & Amanda Metcalfe meeting issues. These meetings allow attendees to
build a new or strengthen an existing
members and surprised the four with Rep. Anderson's office. relationship with their legislator and go a
long way in educating them on the grocery
legislators by presenting them with an industry and ensuring that they consider the
impact bills will have on grocers next time
early “Friend of Grocers” Award. WGA’s they vote.

Executive Vice President Michelle Kussow joked that receiving the Friend

of Grocers Award this early before an election was like receiving a rose on

The Bachelor prior to the actual rose ceremony. Also, Dave Ryman of

Certco was awarded the 2018 Grocers Care Political Action Award (see side

bar on page 9).

The following day, the WGA kicked off Capitol Day with two legislative Grocers in the Capitol Day is an annual event and we hope you will plan to
speakers. Newly elected Assembly Minority Leader Gordon Hintz (D- join us next year. Next year’s event will be held in March or April and will
Oshkosh) spoke to the group about his caucus’ priorities for the remainder coincide with state budget negotiations allowing grocers to weigh in on big-
of the session as well as his perspective on recent large issues, i.e. Foxconn. ticket issues affecting the bottom line. Watch for more details and we look
Following Hintz, Rep. Dale Kooyenga (R-Elm Grove), a member of the forward to seeing you next year!
Joint Finance Committee and of the unofficial “CPA Caucus” in the
Capitol, addressed the group. Rep. Kooyenga is the Assembly author of the
soda equipment rental bill supported by WGA and discussed his support

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Government Affairs

“It is critical that in today's environment that all

business owners get educated and involved in the

workings of the state government. WGA staff does

an excellent job on our behalf and the Grocers in

the Capitol Day is an easy and concise way to get Bob & Christine Saftig enjoy Grocers In The Capitol Day.

brought up to speed on what has happened and

will happen in the future.

Capitol Day Attendee

Great Lakes Coca-Cola representatives Don Gerber, Katie Robb with
Sen. Howard Marklein, Rick Roth, Great Lakes Coca-Cola and Kevin
Morris, Coca-Cola North America.

Congratulations to Dave Ryman,
Certco Inc., the WGA 2018 Grocers Care

Political Action Award winner

Congratulations to the When the WGA asks for Lee’s Piggly Wiggly representatives included: Debbie Hamm,
Debbie Schultz, Cindy Sharkey and Bill Schultz.
2018 Grocers Care information, Dave checks
Political Action Award with his retailers and The crowd at the Special Legislative reception.
winner Dave Ryman shares the feedback.
from Certco, Inc. When the WGA needs Michelle Kussow, WGA’s Executive Vice President, and the Friend of
someone to attend a Grocer Winners (L to R): Sen. Howard Marklein, Rep. Dan Knodl,
Sen. Duey Strobel, and Rep. Bob Kulp.
The WGA has been awarding fundraiser, Dave
SPECIAL LEGISLATIVE SPONSORS
the Grocers Care Political responds. When the
ADVOCACY SPONSORS
Action Award to a deserving WGA asks for personal
GRASSROOTS SPONSORS
WGA member since 2006. WGA's Brandon Scholz, Dave Ryman, Certco Inc., contributions for the
The criteria for receiving the and Michelle Kussow, WGA. PAC or Conduit, Dave
award is based on the gets out his checkbook.

individual’s work in the “I highly encourage everyone to In the last few years,
government affairs area, come to this event. Learning Dave has testified at the
such as: about the details behind these State Capitol and hosted
issues is important. All of the a meeting with his newly
• Keeping current on main issues will save us all elected State
WGA’s Legislative agenda money in the long run!” Representative.
Dave testified before a
• Participating in grassroots Anonymous legislative committee on
efforts by making phone a bill that was eventually
calls to Legislators passed and signed into
regarding grocery law that allows for
industry issues

• Attending legislative fundraisers retaining liquor invoices electronically and

• Testifying at legislative hearings on removed an archaic provision allowing liquor
WGA issues licenses to be repealed via referendum. In 2016,
Rep. Jimmy Anderson (D-Madison) was newly

• Making personal donations to the elected to the State Assembly representing the

WGA PAC and/or Conduit Certco distribution center and Dave hosted and

• Inviting Legislators on store visits participated in a meeting with grocers and
• Visiting Elected Officials other retail group representatives to get to know
him and provide information on our issues.

Dave Ryman has exemplified the Grocers Care Overall, Dave Ryman has contributed to many
Political Action Award for the more than 15 legislative and political successes for the grocery
years that he has been a part of WGA and on industry and we are glad to recognize his
the WGA Board of Directors. Dave is the guy achievements as the 2018 Grocers Care Political
that responds to every request made of him. Action Award Recipient.

2018 Spring WISCONSIN GROCER 9

Government Affairs

2017-2018 Legislative Session

The 2017-2018 Legislative Session is winding down with the last day of To date, 975 Assembly Bills and 847 Senate Bills have been introduced with
official business identified as March 22, 2018. As of press time, the Senate 137 signed into law. As with every legislative cycle, the WGA takes a look at
was scheduled to meet one more date—March 20—and the Assembly had every bill introduced to determine if it could have an impact on the grocery
adjourned as of February 21. A breakdown of legislative issues is provided, industry. In addition, the WGA proactively works to have specific legislation
but please watch for the WGA’s Government Affairs newsletters for the most introduced. This session, the WGA actively engaged on 44 issues before the
up-to-date information on each topic. Legislature. Following is a summary of the key issues and their outcomes.

BILLS PASSED AND SIGNED medicines containing dextromethorphan without BILLS THAT WGA OPPOSED
INTO LAW a prescription. AND DID NOT PASS

Personal Property Tax Exemption STATUS: As of press time, it was expected to be Unfair Sales Act/Minimum Markup
WGA POSITION: Support passed by the Senate and signed into law by WGA POSITION: Opposed
SUMMARY: $75 million personal property tax Governor Walker.
exemption for “machinery” defined as “a structure SUMMARY: Eliminates the below-cost sales on
or assemblage of parts that transmits forces, Employment Preemption prescription drugs and other related products. The
motion or energy from one part to another in a WGA POSITION: Support bill introduced by Rep. Jim Ott (R-Mequon) and
predetermined way by electrical, mechanical or Senator Leah Vukmir (R-Wauwatosa) does not
chemical means. SUMMARY: Prohibits municipalities from enacting eliminate the below cost sales provision or
labor and employment ordinances such as: minimum markup for gas, alcohol and tobacco or
STATUS: Signed into law 2017 Wisconsin Act 59, requiring employee schedules two weeks in groceries.
effective January 1, 2018 advance, requiring specific occupational licensing;
and mandating employee benefits. STATUS: Failed, no action taken in either house.
Child Labor Permits for 16 & 17 Year
Olds STATUS: As of press time, it was expected to be Creation of Alcohol Czar
WGA POSITION: Support passed by the Senate and signed into law by WGA POSITION: Oppose
Governor Walker.
SUMMARY: Repeals requirement to obtain child SUMMARY: Changes to three-tier alcohol laws,
labor permits for minors ages 16 and 17. BILLS THAT WGA SUPPORTED, creation of Office of Alcohol Beverages in
BUT DID NOT PASS Department of Revenue to issues fines for three-
STATUS: Signed into law 2017 Wisconsin Act 11, tier violations of up to $10,000, exempting
effective June 23, 2017 Soda Equipment Rentals Kohler distillery from three-tier laws.
WGA POSITION: Support
Civil Litigation Reform STATUS: Failed, no action taken in either house.
WGA POSITION: Support SUMMARY: Repeals requirement that retailers rent or
lease equipment (including soda vending Novelty Lighters
SUMMARY: Reforms to civil procedures for machines, coolers and dispensing equipment) WGA POSITION: Oppose
discovery and class actions including removing from soda wholesaler.
contingency fees for 3rd party audits on SUMMARY: Prohibits retail sale of novelty lighters
unclaimed property and reducing statute of STATUS: Passed Assembly, failed due to no action in
limitations from six to three years. Senate. STATUS: Failed, no action taken in either house.

STATUS: As of press time, it was expected to be Workers Compensation Reform Dark Stores
passed by the Senate and signed into law by WGA POSITION: Support WGA POSITION: Oppose
Governor Walker.
SUMMARY: Implements a medical fee schedule for SUMMARY: In an attempt to address the “dark store”
Sales Tax Holiday procedures covered under workers compensation loophole in state law, modifies commercial
WGA POSITION: Support as amended program. property assessments to include receipts,
leaseholds improvements, and full business use vs.
SUMMARY: Creates a sales tax holiday August 4-5, STATUS: Failed, no action in either House. the value of the brick-and-mortar structure.
2018 eligible on taxable items up to $100 but
does not apply to prepared foods, candy, soft FMLA Reform STATUS: Failed, no action taken in either house.
drinks, dietary supplements, alcohol and tobacco WGA POSITION: Support
products. WGA amendment allows retailers to Cookie Bill
opt-out by providing notification to customers, SUMMARY: Federalizes Wisconsin’s FMLA Law WGA POSITION: Opposed
i.e. signage on door. removing duplicative and contradictory
provisions. SUMMARY: Exempts home bakers receiving less than
STATUS: As of press time, it was expected to be $25,000 annually from food sales from licensing
passed by the Senate and signed into law by STATUS: Failed, no action taken in either House. and inspection requirements.
Governor Walker.
Interchange on Sales Tax STATUS: Passed Senate, failed due to no action in
Minors Purchasing Dextromethorphan WGA POSITION: Support Assembly.
WGA POSITION: Neutral
SUMMARY: Prohibits “swipe fees” from being Limiting FoodShare Eligible Foods
SUMMARY: Prohibits minors from purchasing cough imposed on the tax portion of a credit card WGA POSITION: Opposed
transaction.
10 WISCONSIN GROCER www.wisconsingrocers.com SUMMARY: This bill would have created a pilot
STATUS: Failed, bill not introduced.
Continued on page 12 >

2018 Spring WISCONSIN GROCER 11

Government Affairs

2017-2018 Legislative Sessioncontinued

program limiting FoodShare introduced that would have STATUS: The bill failed and did not fication on FoodShare benefit
eligible foods based on nutrition exempted school districts that have receive public hearings in either cards. Originally, required retailers
value. more than 20 percent of their house. to check photo ID’s, but bill was
students taking Advanced amended at WGA’s request.
STATUS: Passed Assembly, failed to Placement (AP) Exams from State Photo ID on Food Stamps
pass Senate.* law mandating public schools WGA POSITION: Neutral STATUS: Passed Assembly, failed to
begin after September 1st. SUMMARY: Requires photo identi- pass Senate.
Photo ID’s on
FoodShare/Quest cards INDUSTRYQ&A MEAL KITS Thank you
WGA POSITION: Opposed Q: Regarding meal kits and other packaged foods—do they need to be weighed in total
or does each individual item need to be weighed? The WGA’s success depends on
SUMMARY: Introduced as part of involvement by our members.
Governor Walker’s welfare reform A: The total net weight of the meal kit should be declared on the package label, Thank you to those members that
special session, this bill would unless there is a combination of ingredients that is fluid and solid/semi solid in the package. If there is a responded to Action Alerts, came
have required Quest cards to combination of ingredients that are liquid and solid/semi solid ingredients the liquid ingredients need to to Grocers in the Capitol Day
contain photo identification. be declared separately (quantity declared in fluid measurement) from the solid/semi solid ingredients and/or testified on one of these
(quantity declared in weight) on the package label. In no case may the declared net weight/net quantity issues. If you wish to get more
STATUS: Passed Assembly, failed to include the weight of tare materials in the quantity declaration. The requirements for individually listing involved in the WGA’s
pass Senate.* the quantity of each package component in NIST Handbook 130 for Uniform Packaging and Labeling government affairs program or
Combination Package does not apply to commodities regulated by the FDA and the USDA. have any questions on these issues,
School Starting Date please contact Michelle Kussow at
WGA POSITION: Opposed Rachelle J. Miller, Chief - Weights and Measures Field Operations 608.210.3304.
Wisconsin Department of Agriculture, Trade and Consumer Protection *As of press time.
SUMMARY: Legislation was
Phone: (608)224-5156 Cell Phone: (608)516-5362 | Fax: (608)327-0228 | [email protected]

Day in Washington Supermarket Industry Fly-In

Hosted by the Food Industry Association Executives, the Food Marketing Institute, and the National Grocers Association

APRIL 10-12, 2018

Year after year supermarket industry executives from across Greg Cross, SpartanNash, Greg Hansen, Hansen’s IGA, Speaker of the House, Paul Ryan, Josie Hansen and
the country come to Washington, D.C. for the annual Day Ella Hansen
In Washington Supermarket Industry Fly-In to meet with
their elected officials in Congress.

The Day in Washington Supermarket Industry Fly-In is an important
opportunity for supermarket operators to directly engage with their
lawmakers and share the industry’s position on how federal policies directly
impact their businesses. The annual event is collectively hosted by the Food
Industry Association Executives, the Food Marketing Institute, and the
National Grocers Association each year.

The WGA never misses Grocers Day in Washington and
attends with a delegation of Wisconsin grocers and
warehouse executives.

With a Wisconsinite as the current House Speaker, it gives us even more Greg Hansen, Josie Hansen, Brian Bauman, Festival Foods, Ella Hansen, Brandon Scholz, WGA,
reason to represent in DC. We have enjoyed personal meetings with Speaker Congressman Glenn Grothman, Michelle Kussow, WGA, Kirk Stoa & Mark Skogen, Skogen’s Festival Foods
Ryan every year as well as Senator Johnson and many of our congressional
delegation. This year will be no different, so plan to join us. For more
information visit grocersdayinwashington.com or call Michelle Kussow at
608.210.3304.

12 WISCONSIN GROCER www.wisconsingrocers.com

2018 Spring WISCONSIN GROCER 13

MEMBER SERVICE UPDATE

Is Your Store on the “Right Track?”

...the rate of change likely makes some of us wish we could just bury our head in the sand...

One would have opportunities to keep your store viable and solutions rather than the problem? Wouldn’t it be
to be living in a
cave not to be successful in the future. In the remaining space in better to focus our energy on questions like; “how
aware that the
world of this article I’ll mention just a few examples to do I need to adjust my recruitment and hiring
retailing is
changing, and illustrate my point: practices to speak more effectively to today’s work
grocery retailing
is no exception. Most grocery stores today are struggling with force?” Or “how can I effectively communicate to
declining “center store” sales. And when we look a new generation the awesome opportunity a
at this problem we often point to the fact that career in the grocery business can be?” Or, “is
“big box stores” and “club stores” are taking there anything in my store’s workplace culture or
control of these categories. But is there more to practices that needs to be modified or updated to
the story? For instance look at any business make my store a place in which folks want to
journal and you will find that companies like work?”

A quick glance in most Campbells, Proctor & Gambles, Kraft, etc. are With the tremendous growth of web-based sales

Mark Stellpflug any direction reinforces struggling with sales of the packaged and prepared it’s easy to wonder if the brick and mortar store is
WGA Member that reality; social
Service Representative media, Amazon, online foods that comprise most of tomorrow’s dinosaur. But a
shopping, millennial
the products found in our closer look at the marketplace

center store. This trend points There is a hard quickly reminds us that

generation, organics, Facebook, Blue Apron, Uber to the fact that there is more reality facing anyone retailers like Amazon, Apple,
to the “problem” than meets Warby Parker, Casper,
RUSH, Fresh Thyme, Amazon Go, social respon-
the eye. Yes, the erosion of running a company Peloton, etc., with huge
sibility, sustainability, hyper-local, and on and on sales to other channels is a online presence are building

it goes. At times many grocers must feel a bit like fact, but aren’t there other today, and Will brick and mortar stores. This

“I don’t know which way to turn, or what forces at work here such as the reality should switch our
change in eating habits, and focus to ask ourselves
initiative to invest in.” And at other times the rate Rogers may have

of change likely makes some of us wish we could the progression towards summed it up best questions like; “what is it
healthier and fresher foods about the shopping
just bury our head in the sand, and simply keep

doing what we are doing; in the same way we’ve being consumed; particularly with a train analogy: experience at these stores that

always done it. There is a hard reality facing exhibited by the younger is appealing to today’s
generation? The obvious consumer?” Or “how can our
anyone running a company today, and Will “Even if you’re on

Rogers may have summed it up best with a train question is; in light of the the right track, you’ll store transition the typical
changing eating habits of mundane grocery shopping
analogy; “Even if you’re on the right track, you’ll

get run over if you just sit there.” Americans today, do we need get run over if you trip to provide a more

As your Member Service Representative I have the to begin to look at just sit there.” interactive human to human
privilege of a bird’s eye view of grocery retailing in reconfiguring our stores to experience?”
Wisconsin. In my travels I visit stores of around
1000 square feet, to stores of 250,000 square feet emphasize, and devote more The last example I will share
and more. I routinely talk to retailers wrestling space and resources to fresh today relates to advertising.
with the challenges of grocery retailing today, and food throughout our stores? Many of us grew up in a time when newspaper or
meeting the needs of an ever-changing customer
base, and employment pool. It is also interesting Online grocery shopping is the central focus of paper circular advertising was the only way to
to note that the measure of success in a store
today is not its physical size, but rather the level this installment of the Wisconsin Grocer magazine communicate effectively with the consumer. And
of positive leadership and vision-casting displayed
by store owners, and the store’s core management because this is an issue that all retailers face today. not too many years ago many experts were
team.
Here again, we can look at implementing online suggesting that paper advertising would be

shopping in our stores as an insurmountable completely replaced by web-based ads. And yet

problem, or an opportunity for future sales today paper is still being used, and in fact many

growth and relevance in the market you serve. Are solely online retailers are using targeted paper

there a host of numerous “problems” to overcome advertising in addition to their web-based

It is not my goal to see how many clichés I can to make on-line shopping a reality in your store? presence. So as retailers, do you see this as a
quote in a single magazine article, but the
following gets to the point I will try to convey in Absolutely! But if that is the direction that problem or an opportunity? Is it necessarily and
the remainder of this piece; “We are continually
faced by great opportunity disguised as retailing is headed isn’t it also an opportunity that “either or” proposition, or more likely a targeted
insurmountable problems.”
cannot be ignored? “both of ” opportunity?”

As noted in the beginning of this article, if you An area of great concern voiced by most retailers I don’t claim to know the answer to any of the
are running a store today, you are faced with today relates to employment, and the lack of questions I posed above, because only you can
many, many “opportunities.” And my contention people interested in working in the grocery decide if these are insurmountable problems or
is that how you view these “opportunities” will business. Now most would agree that this is a “big opportunities waiting to help you grow your
determine if they are insurmountable problems or problem!” I wouldn’t for a moment suggest that business. But I can say with confidence; those of
this issue does not present some huge challenges, us that face these issues as today’s opportunities
but here again isn’t it better to focus on some will be successful grocery retailers tomorrow!

14 WISCONSIN GROCER www.wisconsingrocers.com

2018 Spring WISCONSIN GROCER 15

16 WISCONSIN GROCER www.wisconsingrocers.com

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2018 Spring WISCONSIN GROCER 17

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18 WISCONSIN GROCER www.wisconsingrocers.com

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2018 Spring WISCONSIN GROCER 19

Online
Grocery Sales

are Here to Stay

Why There’s No Time
Like the Present to

Get Your Store Online

Think ecommerce isn’t relevant for your store or your customers? Think again.

Written exclusively for the Wisconsin Grocers Association by Kat Boogaard

This isn’t news to you: as to find a way to transition that to Maurer’s Market in Wisconsin Dells,

customers become more tech- a digital handshake moving “But, the truth is that people do like to

savvy and things like speed and forward,” he says. shop local—especially in small towns. So,

convenience continue to gain even Needless to say, for smaller this is just another avenue for customers
independents who still to use your services.”
more importance, online grocery maintain that going online
“...the truth is that That’s worthy of note:
sales will only continue to surge.
just isn’t relevant for their people do like to Remember that the
Reports indicate that online grocery sales will grab 20 store and their customers, purpose of going online is
percent of the market by the year 2025. While that might
seem far off, it’s ultimately right around the corner—and, it’s time to shake off the shop local— to serve your customers,
even so, there’s high demand for ecommerce options right “we’ve always done it this not to convert them.
now. In fact, one 2017 survey from Statista found that 31
percent of U.S. consumers were likely to buy groceries way” attitude and take especially in “You’re not trying to
online. those steps to stay small towns. convert your regular
competitive. shoppers to online
But, despite the increasing importance of an online
presence, many grocers are still neglecting their own digital Overcoming the So, this is just customers,” says Brian
footprints. “Small Town another avenue Moyer, CEO of Freshop.
Mentality” for customers to Instead, the goal is to
“The grocery industry has always been one to lag retain any customers who
behind in technology,” explains Jeff Zimmerman, could potentially search
Director of Grocery Sales at North Country
Business Products, Inc. For many stores, there are use your services.” for those online services
certain hurdles and elsewhere.
However, experts warn that this resistance to
innovation can be detrimental for grocers. roadblocks that make “Ecommerce for most
“Hometown pride based shopper loyalty has getting online seem like an impossibly grocery stores is going to be a relatively
gotten them this far, but with the next generation overwhelming undertaking. small percentage of sales, but of real
it likely will not carry them too much further,”
says Merrick Rosner, Vice President of Enterprise Accounts They don’t understand it, and they don’t valuable to customers,” Moyer adds.
at AppCard.
know who to turn to who has the right
Rosner explains that grocers need to have the capabilities to
know and understand their customers—not in the face-to- expertise. They don’t know how to staff Getting Started With Ecommerce:
face way of the past, but by having their contact that new program. They don’t think they Why It’s Not as Challenging
information and being able to have digital conversations in have the necessary budget. as You Think
a personalized way.
“I get it,” says Rosner, “I don’t think The very thought of getting your own
“They need to be able to establish the same level of there’s blame here. It’s more about reality, store online might have you chewing your
handshake-loyalty they’ve had for generations, but they need and the reality is—when the knowledge nails or tearing your hair out—it’s
base lacks—action lacks and lags behind.” somewhat intimidating. But, here’s the
20 WISCONSIN GROCER www.wisconsingrocers.com thing: It’s probably not all that different
But, perhaps one of the most common from what you’re already doing.
rebuttals from smaller independents who
assert that they don’t need to be online is “Two year ago, I’m in a room
this: There’s no market for it in my small with 300 people at the NGA,”
town. I’m not hearing that my customers Moyer shares, “I ask, ‘How
many of you are doing
want it. ecommerce?’ and there’s a
smattering of people who raised their
“I understand the ‘we’re a small hands. Then I ask, ‘How many take
town’ mentality,” says Kristie
Maurer, Vice President of

Continued on page 22>

2018 Spring WISCONSIN GROCER 21

phone calls and do pickup or delivery?’ Almost Wisconsin Dells and “Ecommerce for get your store online with many
everybody raised their hands.” of your existing resources.
Gooseberries Fresh Food Market most grocery
“You’re doing ecommerce—you’ve been doing it “If the online orders grow big
since 1920,” adds Moyer, “You just don’t have a in Burlington.
good way of doing it. Fielding that phone call,
doing the shopping, and dropping it off is “We were aiming to stores is going to enough that we can justify having
ecommerce.” stay competitive,” says be a relatively a dedicated person, that’s great,”
Cayla Dziadosz, Maurer says, “But, for now, we
With that in mind, it’s not necessarily that the
expectations of your customers have changed— Pricing Coordinator small percentage can take care of the customers
they still want excellent service. Moreover, the and Ecommerce with the staff we have.”
ways that they obtain that service has shifted.
Rather than needing to make a phone call, they Supervisor at Gooseberries Fresh of sales, but of Both stores mention that there are
want to place those orders online. Food Market, “We saw what
some logistical hurdles to
“You don’t have to overcomplicate it,” says Amazon and Walmart were real value to overcome—from setting an
Moyer. “You can spend a small amount and get doing, so we wanted to stay in
started and build from there.” the loop and remain competitive customers...” appropriate delivery or service fee

Online Sales in Action: with the rest of the stores around to ensuring that product
Ecommerce is Doable for Smaller
Independents us.” descriptions on your website
It’s tempting to think that only the large chains match what is actually in-store.
have the team, budget, and resources needed to Since beginning their online ordering—where
go online. But, a digital presence is something customers can opt for either grocery pickup or However, those efforts have been well worth it
that’s more than manageable for smaller delivery within a 25-mile radius—Gooseberries to continue to serve their customers.
independents—like Maurer’s Market in
has witnessed their program continue to grow. “Grocers from 40 years ago used to deliver

“We’ve doubled in orders from last year to this groceries to people, this is just a different
year at this time,” Dziadosz explains, “We method,” says Maurer, “Thinking that it’s not
average around 15 to 20 orders per week, and relevant to you because you’re a small town or
they average between $100 and $175 per order.” your customers are older is really just
undervaluing how technology plays a role in our
Similarly, Maurer estimates that they fulfill everyday life.”
between 10 or 20 online orders per week since

launching their Looking to the Future:
pickup and delivery What Happens Next?
program only six
months ago—a And, the role technology plays in our lives is
number that will sure to only increase in coming years.

likely continue to Industry-relevant advances will continue to alter

grow as the word the way that customers shop—from artificial

spreads. intelligence (it won’t be long before customers

In terms of staffing, simply say, “Alexa, order Fruit Loops!”) to
Goosberries has two analytics that will allow customers to have items
staff members— delivered on their doorstep in a predictive
Dziadosz and another manner (in other words, those beloved Fruit
co-worker— Loops will automatically arrive right before they
responsible for run out).

managing and then So, it goes without saying, getting online is no

shopping the online longer something you need to do to differentiate

orders. Various yourself—it’s something you need to do to stay

employees then step relevant as things continue to shift and evolve.

in to make deliveries, “In the next 10 years, we don’t know what’s
but there aren’t going to happen,” says Zimmerman, “That
dedicated staff makes it even more important for the
members for that independent to be prepared for anything in the
specific purpose. future.”

At this point, “Fortunately or unfortunately, it’s not going
Maurer’s Market back to the way it was,” concludes Rosner, “The
doesn’t have any staff expected customer experience and the expected
dedicated to their relationship between retailer and shopper has a
online orders full- digital component now, and there’s no avoiding
time, and instead it.
have different

employees cover So, if you want to remain relevant in that

various functions portion of the shopper’s experience—and it

when necessary— might be two percent today and 20 percent

proving once again tomorrow—it’s imperative that you have a

that you can likely digital presence and establish a digital

relationship with your shoppers.”

22 WISCONSIN GROCER www.wisconsingrocers.com

Give someone
the recognition
they deserve!

The Grocer of the Year award is the Wisconsin grocery industry's highest award • A store director,
and crowning achievement where the winner exemplifies the highest leadership department manager or
in the grocery industry and their influence has positively enhanced the lives of trusted employee that
others. tirelessly goes above
and beyond both inside
and outside of the store.

The Excellence in Operations award recognizes those for their work ethic, • A warehouse or retail
commitment to the grocery industry and efforts that have positively influenced counselor who always
their company, associates and customers. has your best interests
in mind.

The Community Service award recognizes the outstanding contributions one • A key vendor partner
has made to their community and efforts of making a difference for neighbors that helps your business
and friends. thrive with store specific
marketing of products.
The Vendor of the Year award recognizes a company for its contribution as a
grocery industry partner, who helps grocers strategically merchandise products Now is the time
and increase sales in one or multiple store categories. to nominate these
people for one of

the 2018 WGA
Awards!

Check out past winners
at WisconsinGrocers.com

2018 WGA Award Timeline

• Friday, April 20, DEADLINE Nominate a candidate
by April 20th by going to
• May -Nomination voting by WGA Board of Directors WisconsinGrocers.com!
• June/July - Surprise announcements for all winners!
• October 17- Awards Ceremony at the

Innovation Expo Chairman’s Banquet
Hyatt Regency and KI Convention Center | Green Bay

2018 Spring WISCONSIN GROCER 23

Wisconsin Property Tax Reform

Understanding how federal tax reform will
affect your business is a task unto itself.

Now, pile onto that local legislative changes machinery on the current year return, the validity of this reclassi-
surrounding personal property tax exemptions and fication will ultimately be at the discretion of your local assessor.
it’s no wonder business owners are looking where Therefore, this will be an important year to make those reclassi-
to turn for advice. fications as future attempts to reclassify something to exempt
machinery will likely be even more challenging.
Thanks, in part, to the coalition led by the
Wisconsin Grocer’s Association, machinery is now How can CLA help?
exempt for property tax filings effective January 1,
2018. WGA Allied member, CliftonLarsonAllen, LLP, Our retail industry tax practitioners and outsourcing specialists
is here to help you understand the impact of this can help you both comply and optimize tax savings for your
legislative change. business and yourself. We can also work with you to develop a
strategic tax plan and make sense of the complex regulations and
rules.

What happened? For more specifics, please visit the below link to view the materials
on the Webinar hosted by CLA for WGA and the property tax
As the Wisconsin legislature evaluated a change to personal coalition members: www.claconnect.com/events/2018/navigating-
property tax, the most impactful property classification available the-changes-in-wi-personal-property-tax-exemptions-2-8-18.
to reclassify as exempt that still fit within the state budget was
Machinery. Historically reported on Schedule C of the Wisconsin Brian Baumgart, Manager | [email protected] | (414)721-7659
property tax return, the State approved reform effectively
reclassifying all machinery as exempt property. The State intends
to reimburse local municipalities for lost revenue from their
historical Schedule C receipts. To date, the State has provided
limited guidance to Wisconsin businesses other than the new
statutory definition of machinery; which is “a structure or
assemblage of parts that transmits forces, motion or energy from
one part to another in a predetermined way by electrical,
mechanical or chemical means”.

What does this mean?

For items previously included on Schedule C: Machinery, your
default position should be to remove these items from the return
(unless clearly misclassified in the past). For other items, the best
approach would be to evaluate whether it is required to be
included elsewhere on the return or is an otherwise exempt item,
if not evaluate whether it meets the new definition of machinery
and can be excluded. For items that you will be reclassifying to

24 WISCONSIN GROCER www.wisconsingrocers.com

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2018 Spring WISCONSIN GROCER 25

MEMBER EVENTS AND HAPPENINGS

Giving Back - New Record In addition to Tom, his wife Patty Reckoning With Technology
and son Elijah working on the The Capitol
During the months of project, five other Okey children have Times recently
November and all pitched in at one time or another. reported that at
December, 2017, Another noteworthy family trait is the Woodman’s
Albrecht’s Sentry smokehouse in the store, the same
sponsored their annual food pantry one that Tom’s father Walt used to Market on South Gammon Road,
campaign. The store provided customers prepare meats when he first opened in grocery shoppers can grab a cart, fill it
with an option to add to their grocery bill 1933; Tom and Elijah have taken over with food, and have a cashier ring them
to buy food for local area food pantries. In this delicious tradition. To be more up - business as usual. But for the more
2017, Albrecht’s Sentry had a record result energy efficient was a big reason for adventurous, the store is also a self-
with over $19,000 raised! With their the renovations, but the changing described “testing ground” for
customer’s donation, they helped Kettle demands of the market also played a technology that rewires the grocery
Moraine Food Pantry and the food pantries role. shopping process. Walk into the store’s
of Oconomowoc, Pewaukee and Hartland bakery entrance, and one is greeted by a
plus Abundant Life food pantry. Despite some recent economic rack of “mobile shopper” devices, small
struggles in the area (the shutdown of handsets that look like a cross between a
Eyeing the Future two Cassville power plants), “We’re scanner gun and a smartphone, made by
still surviving,” said Tom. “We’re just the European tech company NCR.
The dedication to family trying to stay strong in this small Customers can check one out and scan
at Okey’s Market in town...there’s not a lot of small town their groceries as they shop, bagging as
Cassville, has remained the grocery stores around,” Elijah added. they go.
same for over three
generations, but some things are changing, Assuming the Reins When they’re done, they head to a self-
like the recent remodeling project that will checkout lane, scan one last time at the
leave it in better shape for when Tom As of terminal and pay.
Okey, the current owner, passes the torch December
to son, Elijah Okey. The remodel included 3, 2017, As experiments at Woodman’s and other
new windows and lights, increased their the Brodhead Piggly Wiggly came under grocers in Madison show, stores are
refrigerator and freezer space and revitalized new ownership, Justin and Alicia increasingly trying out mobile, data-
the store’s “beer cave”. The “beer cave” is Campbell assumed the reins from long- oriented and internet-based technology.
an especially popular feature during the time owner Dan Palan, who retired in Some changes are visible in stores such
summer when people are active on the 2016. The decision had been in the as the mobile shoppers and rapid
Mississippi River. Elijah said that’s works for the past few years. “It takes checkout lanes at Woodman’s, shopping
important because “tourism plays a big years of experience. There was a trial list and couponing apps available at
role” in attracting patrons to the store. period to see is this going to work or Festival Foods and Fresh Madison
Sometimes working up to 80 hours per not?” said Justin. Formers owners Dan Market, expiration date-monitoring
week each, the Okey’s made this remodel a Palan and Tom Sheridan still own the software at Metcalfe’s and electronic
family affair. building and the land and the Campbell’s transmitters that can ping shoppers’
lease both. Justin said both Dan and Tom phones at Hy-Vee.
have been great resources and continue to
be a part of the day-to-day operations of CONGRATULATIONS
the store. Learning how to own their own
business came from Justin and Alicia’s Steve Fish, 28 years at
hands on experiences and relationships, Crystal Farms
instead of business school. Justin was
tasked with presenting a proposal and a Gregg Hatleli, 20 years at
plan for the store’s future like any other H. Brooks and Company
potential purchaser. “To be honest, we’re
going to run the store the way we run the Jane Hawley Stevens,
store. We’re going to take the groceries 28 years at Four Elements
out and be a part of the community. Organic Herbals
We’re not going to change the things we
do here,” said Justin. The Campbell’s aim Kristin Popp, 21 years at
to hold a grand opening this spring. Woodman’s Food Markets

26 WISCONSIN GROCER www.wisconsingrocers.com

MEMBER EVENTS AND HAPPENINGS

IN MEMORIAM As a business owner, Pat was grateful for Gary started selling fresh produce with his
the contributions of his many employees father Russ. Over the course of 50 years he
Patrick J. “Pat” throughout the years. He was a long leveraged a tremendous work ethic,
suffering Detroit Lions fan, no matter significant smarts, a competitive nature,
Campioni what. Pat also believed in giving back to his and plenty of attitude to build a business
community. He is survived by his wife that became the industry leader in the
Patrick J. “Pat” Janice (nee Koch), his daughters Debi upper Midwest.
Campioni, 76, a well- LaRue, Julie (Mike), and Maria (Matt)
known Hancock and U. P. Vertin; his sons Joe (Angela) and Ben As a veteran of the industry, Gary was a
wide business owner of (Kim); his seven grandchildren: Chad respected expert on product, operations,
Pat's Foods, passed away at LaRue, Tyler Vertin, Taylor Vertin, Cayden sales, procurement, and executive
his winter residence in Wildwood, Florida Campioni, Myah Campioni, Carter leadership. His passion for the business and
on Monday, January 22, 2018 with his Campioni, and Evelyn McCurdy; and life in general was inspiring. People who
family at his side. He suffered from many nieces, nephews, and friends. knew him will recall his spirit displayed in a
Parkinson's Disease. Pat worked at Gitzens, short temper, but an even quicker smile. He
Star Bakery, Horner Flooring, and was a Gary Davis was a generous leader and made his
Copper Country Dairy distributor for eight employees owners of the company when he
years. After having grown up over the On January 3rd, 2018, was ready to retire. His passing last week
grocery store started by his grandparents Gary Davis, former was a sad day for many of the RDW family
and later run by his parents, he realized his President and owner of who were fortunate to have worked with
dream of owning his own store in 1976 Russ Davis Wholesale in Gary or known him as one of the
when he opened Pat's Foods in Hancock. Wadena, MN, died at his company’s founders. He will be
He and his wife Jan opened more stores home after a long battle remembered fondly and thought of often.
and enjoyed the grocery business until their with cancer. 2017 marked 60 years since
retirement.

2018 Spring WISCONSIN GROCER 27

M E M B E R E V E N T S A N D H A P P E N I N G S See more events and happenings each week in the President’s Letter, the weekly WGA e-newsletter. Sign up at wisconsingrocers.com.

Closing and Opening gas stations across the U.S. Currently, there are 12 fuel sites in
Wisconsin “either in play or under negotiation with landlords,”
Larry’s Piggly Wiggly stores in Little Chute and said Jim Hyland, vice president of communications and public
Kaukauna recently closed and reopened in late affairs for Roundy’s Supermarket, in a statement to the Milwaukee
January as StoneRidge Larry’s Piggly Wiggly Business Journal. Those sites include the company’s store on
stores. The Verhagen family owned the stores for Appleton Avenue in Menomonee Falls, where a fuel center is
85 years and sold their De Pere store to currently in development.
StoneRidge Markets in Wautoma, which is
owned by a group of investors based in Wautoma in August, New Store Coming
2017. “I started with my dad (Larry Verhagen) when I was five,”
said Tom Verhagen, chairman of Larry’s Markets Inc., who said The Ozaukee Press recently reported
the sale was done in preparation for his retirement as well as the that Piggly Wiggly (Midwest) will be
retirement of his sister, Mary Lynn Verhagen Knapp, and her opening a grocery store at the
husband, Paul Knapp. Verhagen said the sale is bittersweet. “It’s a NorthPort Shopping Center after Sanfilippo Sentry vacates its
lot like having a child get married. You’re happy for the kids, but space. “We are going to open a store, a Piggly Wiggly,” Paul
you’re losing a very important part of your life.” Besides owning Butera, chairman of Piggly Wiggly Midwest and owner of the
another Piggly Wiggly in Wautoma, StoneRidge manufactures shopping center, said. Butera said he does not have a franchise
smoked meats and cheese that it ships all over the country. The owner for the space yet, but he is willing to open a corporate store
products are already in the Larry’s Piggly Wiggly stores. Gail in the center if necessary. “We’ve been working on a franchise,”
Henschel will be general manager for the four StoneRidge Piggly Gary Suokko, chief operating officer for Piggly Wiggly Midwest,
Wiggly stores. She’s worked for both StoneRidge and Piggly said. Butera said that after the Sentry closes, the city will be
Wiggly’s corporate office for years. “We’re excited about this,” she without a grocer for 90 to 100 days as he renovates the (47,000-
said. “We’re keeping everybody. We’re keeping everything the sf ) space. Suokko said that he expects the new store will open at
same.” “A big fat thank you to customers through the years the end of summer.
who’ve been very loyal,” said Verhagen. “That’s from the Verhagen
family. We enjoyed serving them.” Cottage Cheese Capitol of WI

Downtown Store Expanding At Westby Cooperative Creamery’s
annual meeting of patron-member-
In Business noted that as owners, 2018 was recognized as being
Capitol Centre Market in the 115th Anniversary Year of Westby
downtown Madison readies for a Cooperative Creamery. This cooperative
$2 million expansion downtown, the 2,700-sf it will gain, signals of local family dairy farms was officially formed in October of
the end of Madison’s only downtown hardware store, Dorn True 1903. Governor Walker issued commendation to member-owners
Value Hardware on N. Broom St. Mitch Eveland, who purchased and proclaimed the City of Westby as The Cottage Cheese Capital
the 11,000-square-foot Capitol Centre Market in 2007 and in of Wisconsin. Congratulations to Westby Creamery and the City
2014 built a 48,000-square- foot grocery store in Lake Mills, of Westby!
bought the hardware store building Dorn was leasing in January
2017. The grocery is expanding into what was Dorn’s space to Giving Back
better accommodate a growing population downtown. The
expansion will add a full-service bakery and deli, expand produce, At Festival Foods checkouts throughout
dairy and beer departments, and increase its hot food offerings. Wisconsin, shoppers have an opportunity to
The number of checkout lanes will be increased to seven with support local food pantries and animal
four of them self-service. Offices will be moved and a meat organizations by simply adding a donation
preparation and storage area will be created underneath what is to their grocery totals. Two programs unique to Festival Foods -
now the hardware store. The project could begin in April and be Food for Neighbors and Paw Away Hunger - have raised over $1.5
completed this fall. million to date, with donations in 2017 totaling nearly $167,000.
100% of all donations stay in the communities where they were
Adding Amenities collected. Currently, the programs support approximately 40
Wisconsin food pantries and 35 Wisconsin animal organizations.
A new gas station may be in the cards for Festival began Food for Neighbors in 2004 in eight stores and in
the West Allis Pick ‘n Save as part of a plan 2008 created Paw Away Hunger in response to the needs of
by the grocery store’s parent company to Wisconsin animal organizations. Both programs offer shoppers a
add the amenity to select supermarkets across the state. Roundy’s chance to purchase $5 or $10 donation cards. Festival Foods, in
Supermarkets Inc., a subsidiary of the Kroger Co., has proposed a turn, donates 100% of the collected funds to local organizations
gas station for its West Allis store at 6760 W. National Ave. It’s in the form of product donations. “Our guests are making a
one of multiple fuel centers that Milwaukee-based Roundy’s is positive impact in their local communities with every contribution
considering installing at certain stores following its 2015 to Food for Neighbors and Paw Away Hunger,” said Mark
acquisition by grocery giant Kroger, which operates thousands of Skogen, president and CEO of Festival Foods.

28 WISCONSIN GROCER www.wisconsingrocers.com

2018 Spring WISCONSIN GROCER 29

MEMBER EVENTS AND HAPPENINGS

La Crosse Tribune’s Persons of the Year Viterbo University and the Family & Children’s Center.
Among her many roles and honors, she chaired the La Crosse
Philanthropists and longtime grocers Area Chamber of Commerce board in 2003 and was honored
Dave and Barb Skogen aren’t finished with the Chamber Chair’s Community Service Award in
with their decades of giving back to the 2006. Barb said she and her husband have been philan-
La Crosse area and its people. For thropists because “the community’s been awfully kind to us,
example, Dave, 76, and Barb, 72, with supporting our grocery business. It’s just time to give back to
local business owners Misty Lown and the community and show our appreciation.”
Marvin Wanders, considered opening a
leadership academy, an idea that evolved “For Barb and I, money has never motivated us,” Dave said.
into the Character Lives initiative and “One measurement of success is how much wealth you
curriculum that was launched during the acquire in a lifetime. But I think a more meaningful
fall 2017 semester in 21 area high schools. measurement is how much you give back.” “And the
difference you make in other people’s lives,” Barb added.
Also in 2017, construction began on the Dash-Park that the Skogens are
creating in downtown Onalaska, next to the restaurant they’re building Make New Friends
where local restaurateur Matt Boshcka will operate David Reay’s Modern Jeff and Cindy Tate hosted a “meet
Diner & Tavern. The restaurant is expected to open in mid-February and the new owners” event at the
the park is about two-thirds completed, expected to be finished by June 1. Waterloo Piggly Wiggly on Saturday,
Meanwhile, the Skogens continue to be major donors to area nonprofit December 2nd. They handed out
organizations and projects. Because of their leadership and philanthropy, cake, Berres Bros. coffee, shook hands
they are the La Crosse Tribune’s Persons of the Year. According to their and kissed babies.
nomination, the Skogens’ leadership efforts span many decades.
Jeff and Cindy purchased the
“They lead by example, by their generosity and their passion.” The Skogens Waterloo Piggly Wiggly from Mike
have made a difference in many ways, including employing thousands of and Bonnie Lannoy on November
people at their family’s Festival Foods grocery stores, where Dave Skogen is 5th. The Tate’s also own the
chairman of the family’s grocery business. Another nomination noted that Watertown Piggly Wiggly.
Barb Skogen also has a history of serving on a number of nonprofit
organization boards in the community. She currently is on the boards of

30 WISCONSIN GROCER www.wisconsingrocers.com

MEMBER EVENTS AND HAPPENINGS

Major Expansion To get the full tax credits for job creation, RETIREMENT
Kwik Trip has to create 329 jobs through
WisBusiness.com reported Sept. 29, 2022, and must maintain them at Where Everybody Knows Your Name
that to support the least two years after that initial period.
opening of as many as 50 "Kwik Trip's decision to expand is great If you
new stores a year, Kwik news for the La Crosse region as well as the ask the
Trip is expanding entire state," said Mark Hogan, secretary employees at
operations in Wisconsin and CEO of WEDC. "Kwik Trip currently Sanfilippo
with support from the Wisconsin purchases over $900 million each year in Sentry in
Economic Development Corporation. goods and services from Wisconsin Port
WEDC has authorized the company -- companies, and this expansion will further Washington
which has 380 stores and over 12,700 increase opportunities for statewide supply what they
employees in the state -- to get up to $21 chain." Kwik Trip plans to invest $42 will miss the most when
million in tax credits; the amount actually million in new facilities and $71 million in the grocery store closes
earned will depend on the created jobs, equipment for a new bread and bun its doors, the comments
capital investment, and supply chain production facility. follow a theme, reports the Port
spending. Washington/ Ozaukee Press.

Their family—a family of customers and
fellow employees, led by store owners Joe
and Santo Sanfilippo. “They (the
customers) are part of your family, and
they treat you like that,” said Helen
Michaels, who worked at the store from
1997 until 2003. And don’t get the
employees started on the friendships
they’ve formed at the store.

“They, too, are like your family,” said front
end manager Lisa Pauly, who teared up
thinking about the fact that soon she won’t
be seeing them every day. But the heart of
the store, they said, is Joe Sanfilippo and
his brother Santo, who have owned and
operated the grocery for the last 14 years.
“It’s not something we set out to do,” Joe
Sanfilippo said of the mix of people who
make up his staff. “It just kind of
happened.” He’s quick to credit the
employees with his success, saying, “In this
industry, it’s very, very hard to find good
people and experienced people. We have a
core and base of people who started here
with me. I have good people.”

Joe’s hired a number of people with
disabilities, starting them as baggers and
working with their coaches to place them
where they will do the best in the store.
“To me, they’re God’s angels,” Sanfilippo
said. Store manager Ron Keller says the
Sanfilippos have always had their priorities
straight, noting that from the get-go they
told him, “Family comes first.” The
Sanfilippos also wanted their employees to
have fun, and it was apparent from the
joking that goes on between the brothers
and their employees. The WGA wishes
both Joe and Santo the best in their
retirement!

2018 Spring WISCONSIN GROCER 31

WGA Thank you WGA Business Partners

BUSINESS WGA would like to thank WGA Business Partners for strategically
PARTNER engaging in WGA events, advertising, and sponsorships to promote
their products and services to WGA Members.

DBS ROUP

Design-Build Solutions

Watch for Business Partner profiles in future issues of the
Wisconsin Grocer magazine or view them online at https://www.wisconsingrocers.com/buspartner.

Save the Dates

Watch for more details in the WGA President’s Letter and at www.WisconsinGrocers.com.

ustry G c o s Fo

o Grocery Specific

olf Outing
nsin Grocery Ind
catio
Innovation Food Safety

Wisco Certification Classes

Grocery Industry Innovation Expo A Day in the Field Food Safety Foundation
Golf Outing Certification Leadership
October 16 & 17, 2018 December 5, 2018
June 6, 2018 Hyatt Regency Milford Hills Hunt Club, Classes Institute
Evergreen Golf Course, & KI Center
Milford, WI May 16, Sept 19 June 20, July 18,
Elkhorn, WI Aug 22 & Sept 19
Watch for locations
to be announced Watch for updates and locations
to be announced

32 WISCONSIN GROCER www.wisconsingrocers.com

MEMBER EVENTS AND HAPPENINGS

Gordy’s = Six The business will now be co-owned by Jeff Schafer and his wife, Deb.
Jeff ’s brother, Dan, works at the company as head of finances, and Jeff ’s
The Eau Claire Leader-Telegram reported that Judge James son, Nick, is head of merchandising. This agreement allows the Schafer’s to
Isaacson has approved the sale that allows the Schafer retain ownership of the six stores and keep 340 employees on the payroll.
family to retain six stores - downtown Chippewa Falls, Jeff Schafer is confident he will regain the trust and support of his
Chippewa Falls on Lake Wissota, Barron, Chetek, Cornell and Ladysmith.
Jeff Schafer worked with food distributor SpartanNash to work out an customers.
agreement allowing his family to retain those six stores.

PROFESSIONAL CARDS

Heidi Bruning CRYSTAL FARMS

KEY ACCOUNT MANAGER Distributor of fine refrigerated products to
supermarkets in over 40 states, including:
CELL 312-623-0792
[email protected] • Crystal Farms Cheese • Better ‘n Eggs
• Simply Potatoes • All Whites
• David’s Deli Bagels

Contact [email protected]
(920) 648-3466

ED WHOLESALE Associated Wholesale Grocers, Inc. 2700 National Drive, Suite 101
(AWG) is the nation’s largest
A S S OCIAT cooperative food wholesaler to Onalaska, WI 54650
D independently owned supermarkets.
GROCERS DBS ROUP Chris Walters,
E awginc.com President
Design-Build Solutions
R
TAIL E R E [email protected] |
OWN www.DBSG.com

Get a free “proof of concept” review. Call 804-515-0359

1-800-359-1032

[email protected] • www.badgerinventory.com

Madison Office 608-839-5441 Brookfield Office 262.786.3446

PO Box 8456 Madison, WI 53708-8456

2018 Spring WISCONSIN GROCER 33

1270 Energy Lane PROFESSIONAL CARDS
St. Paul, MN 55108
Fresh Fruits & Vegetables
www.Kemps.com
Brick Hopkins

BRANCH MANAGER, LA CROSSE PRODUCE DIVISION

[email protected]

800-214-4981 DIRECT (715) 379-5455

2967 Airport Road, La Crosse, WI 54603

www.russdaviswholesale.com
Merrill, WI • Wadena, MN • Jamestown, ND
• St. Paul, MN • LaCrosse, WI

1-800-533-9594 www.shullsburgcreamery.com

Mike Mules Your association-endorsed insurance provider for workers compensation.

Lipari Foods Inc. We also offer GRO-SURE, an outstanding

26661 Bunert Road property/casualty program available specifically for
Warren, MI 48089
food retailers. So whether you own a neighborhood
414.234.9867
convenience store or are part of a supermarket chain,
[email protected]
WGA it’s worth checking out what Society has to offer!
www.LipariFoods.com
ENDORSED
VENDOR 150 Camelot Drive, PO Box 1029, Fond du Lac, WI 54936-1029

888-5-SOCIETY (888-576-2438) societyinsurance.com

David Hervey St. Cloud Division Office

Chain Account Manager – Wisconsin 360 Hoffman Court • St. Cloud, Minnesota 56303
320•251•3961
3939 W. Highland Blvd., Building 35, Milwaukee, WI 53201

414.931.4952 C: 414.732.4815 F: 414.342.1437

[email protected]

Bakers of Country Hearth and Village Hearth Breads and Buns

PAN-O-GOLD Baking Co. Master Service Technicians on
1000 Wilburn Road • Sun Prairie WI 53590 • (608)834-1816 call 24 hours/7days a week

www.countryhearthbreads.com We Focus On Zone Mechanical North
Your Success 9645 S 54th Avenue, Suite N
[email protected] Franklin, WI 53132-9179
ZoneMechanical.com (262) 347-4180
3510 Central Ave.
Dubuque, IA 52001-9477

(800) 397-9477
www.PrairieFarms.com

34 WISCONSIN GROCER www.wisconsingrocers.com

2018 Spring WISCONSIN GROCER 35