Insight FS

What Insight FS does

Insight FS is a member-owned agricultural and energy cooperative operating as part of the GROWMARK FS system, serving farmers, commercial businesses, and residential customers across Wisconsin and Michigan's Upper Peninsula. Founded in 1952 and headquartered in Jefferson, Wisconsin, the company runs 23+ physical branch locations and offers an integrated portfolio spanning seed, feed and nutrition, crop protection, crop nutrients, adjuvants, precision agriculture equipment, grain marketing (cash bids, closing bids, futures, text alerts), energy products (propane, fuels, lubricants, FAST STOP gas stations), turf seeds and management, ice-melt products, and transportation services, plus FS Agri-Finance for consumer and commercial credit.

The business is supported by the myFS digital platform, which includes myFS Agronomy for farm management and a myFS Solution Center for account access, and an online credit application process delivered via DocuSign. The GTM motion is sales-led, with direct in-person service at local branches serving member-patrons, supplemented by website content, email newsletters, and digital self-serve tools. Revenue mechanics are diversified across one-time agricultural input sales, transactional energy and grain marketing, and managed services such as FS Agri-Finance, with quote-based pricing that varies by location, volume, and customer relationship.

Name

Insight FS

Legal name

Insight FS

Website

https://insightfs.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

101–250 employees

Short description

Insight FS is a member-owned agricultural and energy cooperative operating 23+ branches across Wisconsin and Michigan's Upper Peninsula. It serves farmers, commercial businesses, and residential customers with seed, feed, agronomy, crop protection, grain marketing, propane, fuels, lubricants, and agricultural financing.

Ownership category

akta.pro rank

Product category

Agricultural Cooperative Services

NAICS

Support Activities for Animal Production (115210)

SIC

Agricultural Services (700)

akta.pro primary industry

Farm Management & Decision Support Software (FMIS, ERP, Recordkeeping) (AFAGALAA)

akta.pro secondary industries

Farm Data Management & Decision Support Services (FMIS Setup, Data Integration, Analytics) (AFACACAC), Carbon, Sustainability & MRV Services for Farms (Baseline, Monitoring, Reporting, Verification) (AFACACAK), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG)

Keywords

• Agricultural cooperative
• Crop protection products
• Precision agriculture services
• Propane distribution
• Agricultural financing

Headquarters

HQ city

Jefferson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Agricultural Products Sales: Sale of agricultural inputs including seed, crop protection, adjuvants, crop nutrients, and specialty feeds for dairy, beef, poultry, and commodities.
2. Energy Products: Propane, fuels, and lubricants sales to residential, commercial, and agricultural customers.
3. Grain Marketing Services: Cash bids, closing bids, and futures pricing programs for corn, soybeans, and wheat. Helps patrons market grain at competitive prices.
4. FS Agri-Finance: Agricultural financing and credit services for farmers and businesses.
5. Precision Equipment and Services: Technology solutions and equipment for precision agriculture operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Insight FS is a member-owned agricultural and energy cooperative that sells crop inputs (seed, crop protection, crop nutrients, adjuvants), animal feed and nutrition services, precision agriculture equipment, and grain marketing programs. It also distributes propane, fuels, lubricants, turf products, and deicers, and offers FS Agri-Finance credit services to farmers, commercial businesses, and residential customers across Wisconsin and Michigan's Upper Peninsula.

Product overview

Insight FS is an agricultural and energy business operating as a member-owned cooperative with 23+ locations serving Wisconsin and Michigan's Upper Peninsula. The company offers an integrated portfolio of products and services including: Seed (high-yield seed solutions), Feed and Nutrition (dairy, beef, poultry, specialty feeds), Precision Equipment (precision agriculture technology), Grain Marketing (cash bids, closing bids, futures), Propane (residential and commercial), Fuels and Lubricants, Crop Protection and Nutrients, FS Agri-Finance (credit services), and digital platforms including myFS Agronomy and myFS Solution Center. The core offering combines physical agricultural inputs (seed, feed, crop protection, nutrients) with energy products (propane, fuels, lubricants) supported by digital tools for farm management and customer self-service.

Differentiator

Problem solved

Functional benefit

Brands

• myFS: Digital platform providing agronomy services and solutions for farmers
• FS Agri-Finance
• FAST STOP

Products and services

• Seed High-yield seed solutions for every growing condition, providing farmers with optimized seed products tailored to specific agricultural needs.
• Feed and Nutrition Feed solutions and nutritionist consultations for dairy, beef, poultry, and specialty animals, including commodities and inoculants.
• Precision Equipment Precision agriculture technology solutions designed to maximize every acre through advanced field analysis and equipment capabilities.
• Grain Marketing Competitive grain bids and pricing programs including cash bids, closing bids, futures, and text alerts for corn, soybeans, and wheat.
• Propane Reliable propane supply for farms, homes, and businesses, including contracting propane and summer fill programs.
• Fuels and Additives Premium fuels and additives to keep commercial and residential customers running, available through FAST STOP gas stations.
• Lubricants Performance and protection lubricants for on-road and off-road vehicles and equipment.
• Crop Protection Agricultural crop protection products designed to safeguard crops throughout the growing season.
• Crop Nutrients Nutrient management solutions including crop nutrients, adjuvants, and comprehensive nutrient management planning.
• FS Agri-Finance Agricultural financing services including consumer and commercial credit applications for customers.
• myFS Agronomy Digital platform providing agronomy services and tools for farm management and planning.
• myFS Solution Center Digital customer portal for managing accounts, accessing services, and viewing information related to agricultural and energy products.
• Turf Products Turf seeds and turf management products for commercial and residential lawn care applications.
• Bulk and Bagged Salt Ice Melt and Deicers Salt and ice melt products for winter road and surface maintenance.
• Transport Commercial transportation services for agricultural and energy products.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Land O'Lakes / WinField United: Major farmer-owned cooperative whose WinField United crop-inputs and agronomy business competes directly with Insight FS's seed, crop protection, and agronomy offerings.
• GROWMARK, Inc. Parent FS system to Insight FS; operates analogous regional FS member-cooperatives across the Midwest with the same input, energy, and grain-marketing portfolio.
• CHS Inc. One of the largest U.S. agricultural cooperatives, with grain, agronomy inputs, energy, and financing businesses that mirror Insight FS's diversified model but at vastly greater scale.

Regional players

• NEW Cooperative: Iowa-based grain and agronomy cooperative serving farmer-members with inputs, grain marketing, and feed — comparable ag-retail cooperative footprint in a neighboring state.
• Premier Companies: Indiana farmer-owned ag retail and energy cooperative offering propane, fuels, agronomy, and grain services — directly comparable cooperative operating in a contiguous geography.
• GrowWest: California agricultural retailer providing crop protection, fertilizer, seed, and precision ag services to growers — comparable full-service crop input distributor model outside the Midwest.

Direct peers

• Co-Alliance Cooperative: Indiana farmer-owned cooperative with energy, agronomy, grain, and feed divisions serving multi-county territories — same integrated ag-energy model as Insight FS.
• MFA Incorporated: Regional agricultural cooperative offering crop inputs, livestock feed, grain marketing, and energy products to farmer-members across the Midwest, structurally analogous to Insight FS.
• Agtegra Cooperative: Mid-size farmer-owned cooperative with agronomy, energy, and grain operations across the Northern Plains — closely comparable to Insight FS in scale, product mix, and member-cooperative structure.
• CountryMark: Indiana-based farmer-owned cooperative supplying fuels, propane, lubricants, and agronomy inputs — a tight analog to Insight FS's ag-plus-energy cooperative model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Insight_fs
• Facebookfacebook.com/InsightFSWI
• LinkedInlinkedin.com/company/insight-fs

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Insight FS