Member-owned value Leverage the cooperative, member-focused model to position bulk fuel and lubricants as a profit-sharing and community-support decision for potential member companies and farming operations seeking cost-effective supply arrangements.

Regional expansion opportunity Target southwest Wisconsin and nearby markets for cross-sell of Cenex lubricants, bulk diesel, fuel oil, and propane, while highlighting the cooperative’s recent asset investments as a signal of growth and reliability.

Digital efficiency Capitalize on existing tech stack (iCIMS, WordPress, MySQL, cart functionality, Microsoft 365) to streamline onboarding for new business customers, automate quotes for farm and commercial equipment, and personalize marketing campaigns.

Asset investment credibility Showcase the recent $2.5M store remodel in Darlington as evidence of commitment to modern facilities and service quality, using it to upsell enhanced convenience store partnerships, fuel services, and ancillary retail offerings.

Financial health cues With revenue in the $10M–$25M range and a customer-owned structure, propose value propositions around consistent pricing, loyalty benefits, and cooperative rebates to attract mid-size farms and local businesses seeking stability and community alignment.