Trig’s

What Trig’s does

Trig's (legal entity T.A. Solberg Company, Inc.) is a privately held, family-owned regional grocery retailer founded in 1971 by Trig Solberg and his wife Tula in Minocqua, Wisconsin. The company operates four full-line grocery stores in Eagle River, Minocqua, Rhinelander, and Tomahawk, plus a smaller Village Market in Manitowish Waters and three Trig's-branded Shell fuel stations. Each location runs an 11-department store format spanning meat and seafood, produce, bakery, deli (Tula's Kitchen with 200+ signature salads), dairy, frozen, natural and organic, grocery, floral and home, pharmacy, and a wine/craft beer/spirits department (Cellar 70), supported by in-house production at the Rhinelander Smokehouse (70+ sausage, ham, and bacon varieties) and full-service wedding planning.

The core technical platform consists of three layers: a TrigsToGo e-commerce storefront (shop.trigs.com) for online grocery ordering with delivery and free curbside pickup; the Trig's REWARDS mobile loyalty app integrating points (1 pt per $1 spent, redeemable for groceries or fuel), digital coupons, exclusive member pricing, and fuel redemption at Shell stations; and RxLocal integration for pharmacy refills, reminders, and pharmacist messaging. Payment integrations include Apple Pay, Google Pay, and EBT for online orders. The technology stack is industry-standard regional grocery tech with no disclosed AI/ML capability.

The business model is a multi-vertical retail transaction-fee model with revenue concentrated in in-store and online grocery sales, supplemented by prescription pharmacy services, Trig's Smokehouse DTC shipping (national U.S. reach), floral and wedding services, Shell-branded fuel sales, and Caribou Coffee cafés at three stores. Pricing is not publicly disclosed; weekly ads, digital coupons, and the REWARDS program drive promotional cadence. Customers are primarily general consumers in northern Wisconsin communities, plus a niche national DTC segment for Smokehouse SKUs. Subscription-style loyalty is the principal retention mechanic, while wedding and catering services target event planners. The company is privately held with no parent entity, no disclosed external funding, no M&A activity, and no leadership transitions in the source data; President and CEO Bob Jaskolski leads the business alongside the founder family.

Name

Trig’s

Legal name

T.A. Solberg Company, Inc.

Website

https://trigs.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Trig's is a privately held, family-owned regional grocery chain operating four full-line supermarkets plus a Village Market and three Shell fuel stations across northern Wisconsin, serving local households via in-store and TrigsToGo online shopping with an integrated REWARDS loyalty program.

Ownership category

akta.pro rank

Headquarters

HQ city

Minocqua

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Grocery Retail Sales: Revenue from in-store and online sales of groceries, fresh foods, and household items across multiple departments including meat, seafood, produce, bakery, deli, dairy, frozen foods, grocery, natural & organic, and floral
2. Pharmacy Services: Prescription medications, vaccines, medication packaging, and health services
3. Trig's Smokehouse: Award-winning smoked meats, sausages, hams, and bacon available in-store and online for shipping
4. Floral Services: Custom floral arrangements, wedding services, and home décor products
5. Wedding Services: Full-service wedding planning including cake, floral, beverages, and food
6. Fuel Sales: Trig's Shell station fuel sales with rewards redemption

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Trig's is a regional, family-owned grocery chain operating four physical stores plus a Village Market in northern Wisconsin. It sells groceries, meat, seafood, produce, bakery items, deli prepared foods (Tula's Kitchen), dairy, frozen foods, natural and organic items, wine/beer/spirits (Cellar 70), floral and home goods, and operates an in-house Smokehouse for award-winning smoked meats, plus a retail pharmacy. Customers can also shop online via TrigsToGo for delivery or curbside pickup and earn loyalty benefits through Trig's REWARDS.

Product overview

Trig's is a regional grocery retailer operating four store locations in northern Wisconsin (Eagle River, Minocqua, Rhinelander, Tomahawk) plus a Village Market in Manitowish Waters and Trig's Shell fuel stations. The core offering centers on full-service grocery departments including Meat & Seafood, Produce, Bakery, Dairy, Deli (featuring Tula's Kitchen), Natural & Organic, Frozen Foods, Grocery, Floral & Home, Cellar 70 (wine, beer, spirits), and Weddings. Trig's also operates an in-house Smokehouse producing award-winning smoked meats. Online operations include Trig's To Go for delivery and curbside pickup, and a loyalty program called Trig's REWARDS that integrates points earning, digital coupons, and member pricing. Trig's Pharmacy provides prescription services, medication delivery, and vaccines. The company also partners with Caribou Coffee for full-service coffee operations at select locations.

Differentiator

Problem solved

Functional benefit

Brands

• Tula's Kitchen: Signature deli brand featuring salads, prepared foods, and grab-n-go meals. Started in 1971 with 7 core dishes and has expanded to over 200 salads.
• Trig's Smokehouse
• Trig's Floral and Home
• Trig's REWARDS

Products and services

• TrigsToGo Online Grocery Online grocery ordering platform offering delivery and free curbside pickup 7 days a week across Trig's store locations; supports Apple Pay, Google Pay, and EBT.
• Trig's REWARDS All-in-one loyalty program awarding 1 point per $1 spent (10 points = 1 cent off), redeemable for groceries or fuel at Trig's Shell stations; includes digital coupons and member-exclusive pricing.
• Trig's Smokehouse In-house smokehouse producing 70+ varieties of fresh and smoked sausages, hams, bacon, and specialty meats; products available across all Trig's stores and shipped nationwide via the Trig's Smokehouse online store.
• Tula's Kitchen (Deli) Signature deli brand offering 200+ salads, hot meals, grab-n-go items, prepared chicken dinners, and catering services; originated from 7 recipes created by co-founder Tula Solberg in 1971.
• Trig's Floral and Home Full-service floral design center providing custom floral arrangements, wedding florals, plants, and Mud Pie home decor and kitchenware; available via in-store and online ordering for delivery or pickup.
• Trig's Pharmacy Full-service retail pharmacy providing prescriptions, medication delivery, vaccines (flu, pneumonia, COVID, shingles), medication packaging/sync, and health screenings; integrates with the RxLocal mobile app.
• Cellar 70 Wine, craft beer, and spirits department featuring thousands of wine varieties with knowledgeable staff and regular tasting events.
• Trig's Weddings Full-service and DIY wedding planning offering customized cakes, floral arrangements, beverages (including wine/beer via Cellar 70), and food; couples can select bundled or à la carte services.
• Trig's Meat & Seafood Full-service meat and seafood market offering fresh and smoked meats, fresh and frozen seafood, and specialty items including Certified Angus Beef and Smithfield Prime pork.
• Trig's Produce Fresh produce department sourcing fruits, vegetables, nuts, and juices daily with emphasis on locally grown products from regional farmers participating in the Love It Local program.
• Trig's Bakery In-store bakery baking fresh bread, dinner buns, rolls, bagels, donuts, cookies, cakes, pies, and desserts seven days a week.
• Trig's Dairy Dairy department offering name-brand and Wisconsin-made dairy products including milk, cheese, cottage cheese, yogurt, and juice.
• Trig's Natural & Organic Natural and organic foods section featuring Wild Harvest private-label organic products and gluten-free items including Udi's brand.
• Trig's Frozen Foods Frozen foods department with name-brand, organic, specialty, and gluten-free products with emphasis on Wisconsin and Upper Michigan producers.
• Trig's Grocery (with Private Labels) Grocery department offering private-label brands including Flavorite, Essentials Everyday, Wild Harvest, and Baby Basics providing value-priced staple grocery items.

Quantifiable outcome

• Over 50 years in business serving northern Wisconsin communities
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Fortune Fish & GourmetcoreStrategic or Co-development PartnerSustainable seafood supplier committed to sourcing and selling environmentally and socially responsible seafood. Has facilities from Louisiana to Wisconsin.
• UNFIcoreStrategic or Co-development PartnerSustainable seafood supplier that recognizes the link between healthy animals and food quality. Engages with industry experts to shape position on sustainable seafood.
• Rogge'scoreStrategic or Co-development PartnerSustainable seafood supplier that buys and sells seafood managed to keep oceans healthy and fisheries productive. Works with certified vendors following Monterey Bay Aquarium Seafood Watch guidelines.
• Certified Angus BeefcoreStrategic or Co-development PartnerPremium beef brand partnership - Trig's features Certified Angus Beef which represents the top 8% of all beef, known for quality and marbling.
• Smithfield PrimeminorStrategic or Co-development PartnerPartnership with Smithfield Prime for Trig's All Natural Premium Fresh Pork products.
• Gerber's Amish FarmsminorStrategic or Co-development PartnerSupplier of 100% all natural chicken products.
• Caribou CoffeeminorChannel Partner/ Reseller/ DistributorFull-service Caribou Coffee locations in Minocqua, Rhinelander, and Eagle River stores.
• Shell (Trig's Shell Stations)minorChannel Partner/ Reseller/ DistributorFuel rewards redemption at Trig's Shell stations in Eagle River, Rhinelander, and Minocqua.
• Superior FreshminorStrategic or Co-development PartnerLocal supplier featured in 'Love It Local' program.
• Canopy Gardens GreenhouseminorStrategic or Co-development PartnerLocal supplier featured in 'Love It Local' program.
• Skinny SticksminorStrategic or Co-development PartnerLocal supplier featured in 'Love It Local' program.
• Lake Nokomis CranberriesminorStrategic or Co-development PartnerLocal supplier featured in 'Love It Local' program.
• Butcher Shop Bake CompanyminorStrategic or Co-development PartnerLocal supplier featured in 'Love It Local' program.
• Three Lakes WineryminorStrategic or Co-development PartnerLocal supplier featured in 'Love It Local' program.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Metcalfe's Market: Independently-owned Wisconsin grocery chain with full-service stores emphasizing local, natural, and specialty products. Comparable given regional Wisconsin operations, family ownership, and focus on premium local sourcing similar to Trig's Love It Local program.
• Sendik's Food Markets: Wisconsin-based family-owned grocery chain with multiple stores offering fresh, local, and premium products. Directly comparable given Wisconsin regional footprint, family ownership, and emphasis on local sourcing and specialty departments like Trig's.
• Woodman's Markets: Wisconsin- and Illinois-based regional grocery chain with full-service stores featuring in-house meat, bakery, and produce. Comparable to Trig's in regional Midwest footprint, family ownership history, and full-service format.
• Festival Foods: Wisconsin-based regional grocery chain operating full-service stores with meat, produce, bakery, deli, and pharmacy departments. Festival Foods is the most direct comparable given overlapping Wisconsin geography, similar full-service multi-department model, and comparable family/employee-owned positioning.
• Dierbergs Markets: Family-owned regional grocery chain in the St. Louis metro area operating full-service stores with in-house bakery, deli, meat, and floral departments. Comparable to Trig's in family ownership, full-service multi-department model, and emphasis on prepared foods and specialty items.

Broad incumbents

• Giant Eagle: Regional supermarket chain in the Midwest and Mid-Atlantic with full-service grocery, pharmacy, and fuel stations. Comparable to Trig's in multi-department format and pharmacy-plus-fuel offering, though at materially larger scale and broader geography.
• Schnucks: Family-owned regional grocery chain in the Midwest with full-service stores, in-house bakery, deli, and pharmacy. Comparable to Trig's in multi-department format and family ownership, though Schnucks operates across Missouri, Illinois, Indiana, and Wisconsin at significantly larger scale.
• Price Chopper / Market 32: Northeast regional grocery chain offering full-service stores with pharmacy, deli, and bakery departments. Comparable to Trig's in multi-department full-service grocery model, though operating across multiple Northeast states at substantially larger scale.
• Hy-Vee: Large Midwest employee-owned grocery chain operating full-service stores with meat, bakery, deli, pharmacy, and fuel. Comparable to Trig's in full-service multi-department format and regional Midwest operations, but at substantially greater scale across 8+ states.
• Wegmans: Large family-owned regional grocery chain known for full-service stores with extensive prepared foods, in-house bakery, deli, meat, and floral departments. Comparable to Trig's in family ownership, multi-department full-service format, and emphasis on prepared foods and specialty departments like Tula's Kitchen.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/trigsmarket
• Facebookfacebook.com/trigsmarket

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Trig’s