Co-op Advantage Leverage the member-owned cooperative model to pitch value-driven pricing, profit-sharing benefits, and loyalty programs tied to bulk diesel, fuel oil, gasoline, and propane for farms and businesses in southwest Wisconsin.

Regional Expansion Identify opportunities to accelerate growth through external supplier partnerships and nearby market penetration, given recent asset investments and store remodels in Europe, suggesting capacity to scale regional supply and service offerings.

Fleet & Farm Focus Positioning around bulk fuel logistics and Cenex lubricants for farm implements, trucks, and commercial equipment creates cross-sell opportunities for maintenance fuels, lubricants, and service contracts across agricultural and transportation fleets.

Digital & Ops Utilize existing tech stack (iCIMS, WordPress, MySQL, Cart, Microsoft 365) to streamline member onboarding, digital storefronts, and e-commerce for fuel and lubricants, enabling targeted promotions and upsell opportunities.

Financial Momentum With current revenue in the mid tens of millions, pursue strategic financing and equipment modernization deals, and introduce bundled fuel, lubricants, and equipment services to grow wallet share with mid-market customers.