I want to dive into the main differences between the co-ops, specifically comparing the Eastside Co-op—Madison Willy Street Grocery Co-op East, where I work—and the Viroqua co-op I just visited in Viroqua, Wisconsin.
The Familiar Infrastructure
It's immediately clear they're a partner of the National Co-op Grocery Association (NCG). The logistics are practically mirrored; they use the exact same packaging that I order for our Deli, which points to a streamlined distribution network. So many similarities: the coffee station is precisely the same as ours, and they use rotisserie chicken in those plastic bags, just like we do. They've got a fresh bakery case and a large salad bar, same setup. We stock a lot of the same grocery products, very similar produce items, and the bulk aisle was familiar.
One thing they nailed was a nice, large Commons area, perfect for community interaction, complete with a bulletin board.
The Deli Comparison: Where Viroqua Leads
The Deli was similar in its core offerings—pre-packaged pasta salads, sandwiches, wraps, and hot food. But check this: they had a juice bar and an enhanced coffee bar, which goes beyond the standard self-serve coffee station. They also took to-go orders, making food by order. Their commitment to wrapping things—mostly paper and paper with windows—was impressive; they seemed to wrap everything.
The quality control around prepared foods was tight. They even had a sushi station that was exactly the same as our Mamachit Sushi—it was called Ace Sushi, I think. The meat and seafood department was comparable. We actually snagged some wagyu beef there and had an amazing grilled steak dinner.
Missed Opportunities
On the way out, I grabbed a pre-packaged Turkey Bacon Ranch wrap from their grab-and-go. It was built with the same ingredients we carry in our Deli—Indian tortilla, bacon, smoked turkey, lettuce, tomato, and ranch. We have all the necessary components to execute that in our Deli, and honestly, we could easily be making that. It's a definite missed opportunity in my humble opinion. But maybe they've tried it already and it doesn't sell. Often the case with things I'm convinced would be popular.
Another small detail: I was able to find Crystallized Ginger. It's a great snacking candy and helps with digestion, but we don't have it at our Eastside Co-op anymore because apparently, they won't deliver it to us. Viroqua Co-op stocked it.
The Store Experience
The store itself was a nice size, clean, with a large parking lot and a beautiful outdoor seating area. Plus, a good outdoor setup for plant starters and seedlings.
I could absolutely picture myself working at that place someday. It felt like a very enjoyable place to work—a young crew, very diverse staff and customers. What a surprisingly progressive tone for Viroqua, considering it won like the best Main Street in America a few years back.
The Bigger Picture
The trip to the Viroqua Co-op was a total surprise. It was bigger, cleaner, and all around better than I imagined, plus it's part of the NCG. It's definitely not some little small mom and pop shop I initially thought it was.
"Viroqua Co-op, you're bringing the heat, and we're going to have to step up our game at Willy Street Grocery Co-op East."
So, good on them. Viroqua Co-op represents a solid benchmark for what a well-run community grocery can offer—great product selection, thoughtful prepared foods, and genuine community spaces. For those of us working in the co-op space, it's both inspiring and motivating.
What This Means for Local Food Systems
The comparison between these two co-ops shows the power of the NCG network. Even in smaller communities like Viroqua, co-op members can access the same supply chains and purchasing power as larger urban locations. This creates a level of consistency and quality that benefits everyone—from the farmers supplying these stores to the customers shopping in them.
The diversity of staff and customers at the Viroqua location, and the thoughtful amenities like the Commons area and outdoor seating, show that co-ops understand they're not just selling groceries. They're building communities. That's the real competitive advantage against the big box stores—and it's something worth striving for everywhere.
-BRB Scotty