Wisconsin Food Hub Cooperative

What Wisconsin Food Hub Cooperative does

Wisconsin Food Hub Cooperative (WFHC) is a farmer-led agricultural cooperative incorporated in October 2012 and headquartered in Waupaca, Wisconsin, that aggregates and markets produce from 100+ Wisconsin farms (50+ voting member farms) to wholesale, institutional, and direct-to-consumer customers. The cooperative operates a 9,000+ sq ft refrigerated aggregation warehouse and, since 2018, a wholly-owned refrigerated LTL trucking subsidiary (WFHC Transport LLC) running 60+ leased trucks, enabling end-to-end cold-chain control with a 48-hour farm-to-market turnaround and PTI-aligned traceability on every case. Product portfolio spans 40 conventional, 40 organic, and 10 processed/6 value-added categories, sold under the WFHC 365 brand with farmer identity preserved through the supply chain.

WFHC makes money through three primary streams: (1) transaction fees on aggregated produce sales to retail grocers (Kroger/Roundy's), foodservice distributors (Sysco, Heartland, Chicago Foods), and institutions; (2) refrigerated LTL transportation fees via WFHC Transport LLC for both member and contracted non-member shipments; and (3) recurring subscription revenue from Tend and Table, a direct-to-consumer produce and meat box service launched in 2024 in response to the elimination of state-supported food contracts. Pricing varies by channel: flat $5.00/lb for the six VAPG organic pre-cut SKUs sold to schools, $19.99-$132.99/week or month for consumer subscription boxes, and quote-based wholesale pricing accessed through the FoodConnex.cloud portal.

The cooperative serves a diversified customer base spanning grocery retail, foodservice distribution, K-12 schools (47 sites across 27 counties), food banks (Feeding America Eastern Wisconsin, Feeding Wisconsin, Jefferson Food Pantry receiving 2+ tons weekly), all 11 Wisconsin tribes via the Tribal Elder Food Box Program, and healthcare foodservice (Epic Systems). Capital structure consists of farmer equity investments, Wisconsin Farmers Union co-ownership, and grant funding from federal sources (USDA Value-Added Producer Grant, LFPA, LFS, FFVP), state programs (DPI), and foundational support from Dane County and the City of Madison. No private equity or institutional investor ownership is present in the disclosed capital structure.

Name

Wisconsin Food Hub Cooperative

Legal name

Wisconsin Food Hub Cooperative

Website

https://wifoodhub.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Wisconsin Food Hub Cooperative is a farmer-led cooperative aggregating produce from 100+ Wisconsin farms for wholesale, institutional, school, food bank, and direct-to-consumer markets, operating a refrigerated warehouse and trucking subsidiary for end-to-end cold-chain distribution.

Ownership category

akta.pro rank

Product category

Local Food Aggregation and Distribution

NAICS

Farm Product Raw Material Merchant Wholesalers (4245), Other Farm Product Raw Material Merchant Wholesalers (424590)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)

akta.pro secondary industries

Noncommercial/Institutional Broadline Distributors (K-12, Higher Ed, Healthcare, Government) (AFAIAAAC), Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC), Organic Frozen & Refrigerated Foods Wholesale (AFAIAJAF)

Keywords

• Local food aggregation
• Wholesale produce distribution
• Refrigerated trucking services
• Farm cooperative membership
• Subscription produce boxes

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Product Sales: WFHC aggregates and sells produce and value-added products from farmer-members to wholesale buyers (retail, foodservice, distributors, schools). Products sold under cooperative brand while maintaining farmer identity. Covers conventional, organic, and value-added categories year-round.
2. Refrigerated Transportation Services: WFHC Transport LLC provides temperature-controlled LTL trucking for member product delivery and contracted services for non-member products. Operates leased refrigerated trucks (straight trucks and semis) for FTL and LTL shipments.
3. Tend and Table Subscription Boxes: Weekly/bi-weekly/monthly subscription boxes (produce and meat) sold direct to consumers. Pickup at local distribution sites or home delivery for additional fee. Portion of each box donated to local food pantries.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

WFHC aggregates, cools, and distributes local farm products from 100+ Wisconsin farms through a refrigerated warehouse and owned trucking fleet, selling to wholesale grocery retailers (Kroger, Roundy's), foodservice distributors (Sysco, Heartland), schools, food banks, and government food programs. Its offerings include year-round conventional, organic, and value-added produce; refrigerated LTL transportation via WFHC Transport LLC; a direct-to-consumer subscription box program (Tend and Table); and a USDA-certified organic pre-cut produce program for schools.

Product overview

Wisconsin Food Hub Cooperative (WFHC) is a farmer-led cooperative operating a multi-component local food aggregation and distribution platform. The core offering combines aggregated produce sales from 100+ member farms (covering 40 conventional, 40 organic, and 10 processed/6 value-added categories) with an in-house refrigerated LTL transportation subsidiary (WFHC Transport LLC). WFHC also operates the Tend and Table subscription box brand, a VAPG Schools Program (pre-cut organic produce for Wisconsin schools), and participates in government food assistance programs including LFPA and the Tribal Elder Food Box Program. All services are unified under a single cooperative brand that maintains farmer identity through the supply chain, with aggregation and distribution centered at a refrigerated warehouse in Waupaca, WI.

Differentiator

Problem solved

Functional benefit

Brands

• Tend and Table: A fresh food subscription box service offering produce boxes, meat boxes, and a Fare Share Box, sourcing from over 100 Wisconsin farms. Features weekly produce boxes ($19.99-$39.99/week), meat boxes ($99.99-$132.99/month), and a $30/week accessibility box. Includes a school fundraising program.
• WFHC 365
• WFHC Transport LLC

Products and services

• Tend and Table Subscription Box Service Direct-to-consumer fresh food subscription service offering weekly produce boxes (Simple Harvest Box $19.99/week, Family Harvest Box $39.99/week, Fare Share Box $30/week), meat boxes (Family Value Meat Box $99.99/month, Grill Master Box $132.99/month), and a school fundraiser program. Pickup at local distribution sites or home delivery available. A portion of each box is donated to local food pantries.
• VAPG Schools Pre-Cut Organic Produce Program USDA-certified organic, pre-cut, washed produce delivered to Wisconsin schools ready to serve. Six SKUs at flat $5.00/lb pricing: broccoli florets, cauliflower florets, carrot sticks, radish matchsticks, kohlrabi sticks, and mixed sticks. Eligible for informal purchasing (no bid required up to $10,000/transaction) and qualifies for USDA vegetable credit and FFVP.
• WFHC Transport LLC Refrigerated LTL/FTL Trucking Wholly-owned refrigerated less-than-load and full-truck-load trucking subsidiary providing temperature-controlled LTL and FTL transportation for produce, dairy, proteins, and value-added products. Offers straight trucks (12-13 pallets), semis, and refrigerated van options with lift-gate service. Lowest rate guarantee. Routes optimized via Route4Me with customer email notifications before and at delivery.
• Aggregated Wholesale Produce Sales & Distribution Full-service aggregation, sales, and distribution of produce from 100+ member farms to retail (Kroger, Roundy's), foodservice distributors (Sysco, Heartland, Chicago Foods), and institutional buyers. Includes post-harvest cooling at the Waupaca warehouse, logistics coordination, marketing, and accounts payable/receivable management. Covers 40 conventional, 40 organic, 10 processed, and 6 value-added product categories year-round. Picked-to-order with 48-hour farm-to-market turnaround.
• Custom Processing & Packaging Custom processing services including pre-washing, dicing, slicing, and packaging to buyer specifications by size and counts, delivered through the Waupaca warehouse and aggregation operation.

Quantifiable outcome

• $16+ million in local produce sold since 2013
• +4 more outcomes

Named customers13 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

15 partnerships are on record, tiered core, major, standard and pilot.

• Wisconsin Farmers UnioncoreStrategic or Co-development Partner · 1 October 2012Wisconsin Farmers Union (WFU) is a co-owner of the cooperative alongside producer-members. WFU took over the business planning reins in late summer 2012, provided resources and financing to complete the business plan, and continues as a governing co-owner with farmer-majority board representation.
• Dane County (Wisconsin)coreStrategic or Co-development Partner · 1 January 2010Dane County initiated the food hub concept with a feasibility study in late 2010 (funded by HUD Sustainable Communities Regional Planning Grant). Dane County issued the RFI for an owner-operator, started the business planning process, and provided grant funding alongside the City of Madison and Madison Gas & Electric.
• SyscomajorChannel Partner/ Reseller/ DistributorSysco is listed as a trusted food service company client using WFHC local produce through their distribution network. WFHC products are distributed via Sysco's Wisconsin regional operations.
• HeartlandmajorChannel Partner/ Reseller/ DistributorHeartland is a foodservice distribution partner carrying WFHC-sourced local produce in their distribution network across the region.
• KrogermajorChannel Partner/ Reseller/ DistributorKroger is listed as a trusted retail client of WFHC, sourcing local Wisconsin produce for their grocery stores.
• Chicago FoodsstandardChannel Partner/ Reseller/ DistributorChicago Foods is listed as a regional foodservice distribution partner carrying WFHC local produce.
• Feeding America Eastern WisconsincoreStrategic or Co-development PartnerKey logistics and sourcing partner for emergency food distribution. WFHC provides aggregation and distribution for the Tribal Elder Food Box Program (all 11 Wisconsin tribes) and ongoing food bank deliveries. Partner testimonial cites WFHC's consistent delivery timeframes and cold-chain emphasis.
• All 11 Wisconsin Tribes (Tribal Elder Food Box Program)coreStrategic or Co-development PartnerWFHC is the foundational partner providing aggregation and distribution for culturally appropriate fresh local food boxes delivered to tribal elders across all 11 Wisconsin tribes. Collaboration includes Feeding America Eastern Wisconsin and other partners.
• Wisconsin Department of Public Instruction (DPI)coreStrategic or Co-development PartnerWFHC is listed by DPI as an approved Wisconsin food hub, enabling schools to use Farm to School reporting and qualify for informal purchasing (local geographic preference). DPI Local Food for Schools (LFS) program funding flows through WFHC to connect farmers with school food service programs.
• USDA (LFPA, LFS, FFVP Programs)coreStrategic or Co-development PartnerWFHC serves as a key logistics partner for USDA-funded Local Food Purchase Assistance (LFPA) program focused on BIPOC and historically underserved farmers, and Local Food for Schools (LFS) program. Also supports schools in accessing Farm Fresh Fruit and Vegetable Program (FFVP) funds.
• MarbleseedstandardStrategic or Co-development PartnerPartner along with Wisconsin Farmers Union and DATCP in the USDA-funded Local Food Purchase Assistance (LFPA) program, focused on supporting BIPOC and historically underserved farmer populations.
• FairShare CSA CoalitionstandardStrategic or Co-development PartnerWFHC is a partner in a FairShare CSA Coalition Local Food Promotion Program (LFPP) grant to support CSA farmers, especially HMoob and other BIPOC farmers, examining CSA and wholesale market opportunities. Staff participated in technical assistance field days.
• Wisconsin Early Childhood Education (WECA)pilotStrategic or Co-development PartnerPilot program with WECA to deliver boxes of local, nutritious food to preschools and nursery schools. Supported by a USDA Value Added Producer Planning Grant for route optimization analysis.
• Second Harvest FoodbankstandardChannel Partner/ Reseller/ DistributorPartner in the Jefferson Food Pantry fresh produce initiative. Second Harvest provides food banking infrastructure while WFHC supplies fresh, locally sourced produce.
• Jefferson Food PantrystandardStrategic or Co-development PartnerWFHC partners with the largest federally funded food pantry in Jefferson County to distribute over 2 tons of fresh, locally sourced produce weekly. Pantry serves approximately 1,400 unduplicated individuals per month.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Sysco: Largest U.S. broadline foodservice distributor and an active WFHC channel partner — directly comparable foodservice distribution capability and customer base, though at vastly greater scale.
• Good Apple: School-focused food service distributor supplying fresh produce, dairy, and prepared items to K-12 districts nationwide — comparable institutional fresh-produce channel, especially relevant to WFHC's VAPG Schools Program.
• Veritable Vegetable: California-based women-owned organic produce distributor with refrigerated trucking serving retailers, foodservice, and institutions across the West Coast — comparable organic-focused aggregation with owned cold-chain logistics, broader geographic scale.

Direct peers

• Local Food Hub: Virginia-based nonprofit food hub aggregating from regional farms for wholesale to schools, institutions, and retailers — comparable mission-driven aggregation, institutional/government channels, and farm-to-institution positioning.
• Idaho's Bounty: Idaho-based food cooperative connecting local farmers with consumers and wholesale buyers via online ordering and delivery — comparable cooperative model with multi-channel (B2B/B2C) distribution and aggregated local sourcing.
• Lancaster Farm Fresh Cooperative: A Pennsylvania-based organic produce cooperative that aggregates member farms and sells wholesale to retailers, distributors, and institutions in the Mid-Atlantic — directly comparable cooperative aggregation model, organic/Conventional mix, and wholesale + DTC channels to WFHC.
• Tuscarora Organic Growers Cooperative: A Pennsylvania grower-owned organic cooperative aggregating produce from member farms for wholesale to restaurants, retailers, and institutions — closely comparable farmer-led cooperative structure, organic focus, and wholesale aggregation model.
• Cherry Capital Foods: Michigan-based food hub/distributor aggregating local farm products for wholesale to restaurants, schools, and retailers across the Midwest — comparable regional aggregator with school/institutional channels and similar cold-chain logistics.

Emerging players

• Farm Fresh To You: California-based subscription box and wholesale distributor sourcing from Capay Organic and partner farms — comparable DTC subscription model that parallels Tend and Table's recurring revenue angle.

Others

• FairShare CSA Coalition: Wisconsin-based nonprofit coalition of CSA farms and a current WFHC partner on the LFPP grant — comparable mission alignment around small-farm market access and CSA/subscription distribution in the same Wisconsin geography.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/share/1FNjVPKxzV/?mibextid=wwXIfr
• Instagraminstagram.com/wisconsin_food_hub?igsh=MXR0NjE1ZTl0cHB3bg==
• LinkedInlinkedin.com/company/wisconsin-food-hub-cooperative

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

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 Wisconsin Food Hub Cooperative