Viroqua Food Co+op

What Viroqua Food Co+op does

Viroqua Food Co+op is a consumer-owned grocery cooperative founded in fall 1995 and headquartered at 609 N Main St. in Viroqua, Wisconsin. It operates a single full-service retail storefront and deli, open daily from 7am to 8pm, selling local and organic groceries, fresh produce, prepared foods, wellness items, and bulk goods. Approximately 97% of its produce is certified organic, and the co-op sources from a network of 225 local farms and producers within a 100-mile radius, generating more than $3.5 million in annual local food sales and nearly $5 million in storewide certified organic product sales. It serves community members in the Driftless Region of southwestern Wisconsin, with nearly 5,000 owner-members — a base that exceeds the population of Viroqua itself.

The co-op makes money through retail grocery and deli transactions, with no proprietary technology platform; its digital surface consists of a Squarespace-hosted website, a deals.coop-hosted sales flyer, and a curbside pickup service. Membership requires a one-time $75 equity investment, and owner-members receive Owner Extras — an additional 10% discount on Co+op Deals sales — which delivered $96,711 in savings over the prior year. Commercial levers include the rotating Co+op Deals program (every 2–3 weeks), Co+op Basics everyday value pricing, Fresh Deals weekly perimeter specials, Wellness Wednesday (monthly 10% off wellness items), gift cards, and a catering menu. Governance is democratic via a 7-seat elected board, and the co-op is a member of National Co-op Grocers (NCG), a 167-member business services cooperative representing 244 stores and over $2.5 billion in combined annual sales. The co-op also partners with Equal Exchange for Fair Trade coffee and chocolate.

Name

Viroqua Food Co+op

Legal name

Viroqua Food Co+op

Website

https://viroquafood.coop

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Viroqua Food Co+op is a community-owned consumer cooperative operating a single retail grocery store and deli in Viroqua, Wisconsin, serving nearly 5,000 owner-members and local shoppers with organic, local, and Fair Trade products sourced from 225 regional farms.

Ownership category

akta.pro rank

Product category

Retail Grocery

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Grocery and Convenience Retailers (4451)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Member-Owned Food Cooperatives (CRAHALAA)

akta.pro secondary industries

Natural/Organic Supermarkets & Chains (CRAHAEAA), Community-Owned / Nonprofit Grocery Stores (CRAHALAB)

Keywords

• Organic grocery
• Natural foods
• Local produce
• Cooperative retail
• Deli prepared foods

Headquarters

HQ city

Viroqua

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Grocery Sales: Primary revenue from selling groceries including produce, pantry items, wellness products, and general merchandise. Emphasizes local, organic, and certified organic products. Operates with competitive pricing through Co+op Deals and Co+op Basics programs.
2. Deli Sales: Prepared foods and deli items sold to customers. Includes catering menu, hot food for quick meals, salad bar, and fresh prepared items.
3. Co-op Owner Equity: One-time equity investment of $75 for owner membership. Owners receive additional 10% discount on Co+op Deals items (Owner Extras). Total owner savings through Owner Extras was $96,711 last year.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Community-owned grocery store and deli operating in Viroqua, Wisconsin since 1995, retailing local and organic food products including produce, dairy, meat, pantry staples, wellness items, bulk foods, and prepared deli foods. The cooperative supplements its retail operation with curbside pickup, event catering, and rotating promotional sales programs supported by direct relationships with approximately 225 local farmers and producers.

Product overview

Viroqua Food Co+op operates as a community-owned grocery store and deli, offering a unified retail experience centered on local and organic food. The core offerings include a full-service grocery with 97% certified organic produce, an in-store deli with prepared foods and catering, and a wellness department. The product portfolio extends through value programs including Co+op Deals (rotating sales), Co+op Basics (everyday value pricing), and Fresh Deals (weekly perimeter department specials). Owner membership provides additional savings through the Owner Extras program. Supporting services include bulk department shopping, curbside pickup, gift cards, and The Heart Beet newsletter. The co-op emphasizes local sourcing within a 100-mile radius and organic/fair trade products, distinguishing it from conventional grocery stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Grocery Store Physical retail storefront selling local and organic produce, dairy, meat, pantry items, bulk foods, and wellness products. Serves individual consumers and families in the Viroqua community.
• Deli In-store deli offering prepared foods, sandwiches, and hot bar items for walk-in customers and shoppers.
• Catering Menu Catering service providing food and platters for events and gatherings.
• Co-op Curbside Curbside pickup service allowing customers to place orders and collect groceries without entering the store.
• Gift Cards Store gift cards redeemable for purchases across the grocery, deli, and catering offerings.

Quantifiable outcome

• Nearly 5,000 owner-members (exceeds population of Viroqua)
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• National Co-op Grocers (NCG)coreGTM or Marketing PartnerThe Viroqua Food Co-op is a member of National Co-op Grocers (NCG), a business services cooperative for retail food co-ops. NCG supports 167 food co-ops operating 244 stores in 41 states with combined annual sales of over $2.5 billion. NCG provides unified purchasing power, operational resources, and marketing support while maintaining individual co-op autonomy.
• Equal ExchangecoreStrategic or Co-development PartnerEqual Exchange is a cooperative working to create a more sustainable, equitable world through Fair Trade. The co-op carries Equal Exchange products including coffee and chocolate. Equal Exchange focuses on direct relationships with small farmers and farmer co-ops, ensuring fair wages and sustainable practices.
• 225 Local Farms and Producers (100-mile radius)coreStrategic or Co-development PartnerLocal farmers, artisans, and producers within 100 miles of Viroqua supply the co-op with local products. The co-op prioritizes local sourcing and often serves as the first retail shelf for new local producers. Products include produce, dairy, meat, cheese, and specialty items.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Willy Street Co-op: Wisconsin-based consumer-owned grocery cooperative operating multiple Madison-area locations. Directly comparable as a member-owned food co-op with strong local/organic emphasis, deli/prepared foods, and NCG affiliation.
• PCC Community Markets: Larger Pacific Northwest consumer-owned grocery cooperative with multiple stores, strong organic focus, and member governance. Most comparable in operating model, though significantly larger scale.
• Just Food Co-op: Northfield, Minnesota-based single-store consumer food cooperative. Closest peer in scale and single-store footprint with similar local/organic emphasis and deli/prepared foods.
• Seward Co-op: Minneapolis-based consumer-owned grocery cooperative with two stores, deli, and community-owned governance. Comparable cooperative structure, local/organic focus, and values-driven retail model.
• Wheatsfield Food Coop: Ames, Iowa-based single-store consumer food cooperative. Closely comparable in single-store rural/mid-size market footprint, local sourcing emphasis, and cooperative governance model.
• Lakewinds Food Co-op: Minnesota-based consumer food cooperative operating multiple locations with deli, catering, and strong local sourcing. Directly comparable in cooperative model, scale range, and local/organic positioning.
• Mississippi Market Natural Foods Co-op: St. Paul, Minnesota-based consumer food cooperative operating three stores. Comparable in cooperative structure, prepared foods, and local sourcing emphasis.

Others

• National Co-op Grocers (NCG): Business services cooperative of which Viroqua is a member; provides purchasing, marketing, and operational support across 167 co-ops and 244 stores with $2.5B+ combined sales. Comparable as an ecosystem/peer network rather than a direct competitor.
• Equal Exchange: Worker-owned cooperative supplying Fair Trade coffee, chocolate, and other products to food co-ops including Viroqua. Comparable as a cooperative ecosystem partner and supplier within the values-based food supply chain.

Broad incumbents

• Whole Foods Market: National natural/organic supermarket chain (Amazon-owned) offering the closest broad-incumbent overlap on organic, local, and prepared foods, though at much larger scale and with conventional retail ownership.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/viroquafoodcoop
• LinkedInlinkedin.com/company/viroqua-food-co-op

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Viroqua Food Co+op