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The 2023 WGA Grocer of the Year is Jason Nilssen! As is the WGA tradition, Brandon Scholz made his way to Pheasant Hills Golf Course in Hammond, where Nilssen’s Foods was holding its annual golf tournament to surprise Jason with the WGA's most prestigious award. This is the 49^th year the WGA has recognized a member as the Grocer of the Year. Jason was nominated by NaDena Rosen, Director of Human Resources at Nilssen’s Foods. Helping present the Grocer of the Year Award was Spartan Nash’s Landon Godley (who also serves on the WGA Board of Directors).

Jason‘s family started their grocery business with Jason’s Great Grandfather opening a general store in Clear Lake, Wisconsin in 1903. Growing up in the business, Jason was expected to work at the store from an early age with no complaints. After high school, he attended college, (while also working at Copp’s Food Center and the family business) received a business degree and held various positions with Erickson Corporation, until he left in 1999 to work for Nelson’s SuperValu in Baldwin. He purchased that location in 2006 and since has purchased nine additional locations.

According to Jason’s nomination, "He lives and leads with a servant leader mentality by sharing power, putting the needs of employees first and helping people develop and perform as highly as possible.” Through various recognition programs, Jason has been able to retain quality employees who have worked for 20 years or more in the grocery industry. He believes “knowledge is power” and provides advancement opportunities and continuing education for employees, while management staff collaborates at monthly manager meetings and yearly retreats.

Nilssen’s support of local businesses and organizations is a priority for Jason, with the donation of time, money and product for community events and fundraisers. He also believes it is important for his management staff to be present in the community by serving on local boards and committees. Nilssen’s largest impact has been their annual golf tournament, awarding twelve $2,000 scholarships to graduating high school seniors and donating $8,000 to local charity organizations.

Jason Nilssen has received recognition from several organizations for his positive influence on his employees and community, including the Wisconsin Grocers Association’s Excellence in Operations Award (2017), Progressive Grocer’s Outstanding Independent (2022) and Baldwin Area Chamber of Commerce Business of the Year (2018).

On behalf of the Wisconsin Grocers Association, its grocer members, allied vendor /supplier members and the WGA Board of Directors, congratulations to Jason Nilssen as the 2023 WGA Grocer of the Year!!

Each week a WGA Award Winner will be highlighted in the Weekly Special. Keep an eye out to learn more about the winners!

Get ready for the Wisconsin Grocers Association Expo!

We are now in the 90 days out from the Innovation Expo! NOW is the perfect time to reserve sponsorships. The WGA will again be at the Hilton Appleton Paper Valley/Fox Cities Exhibitions Center. Stay tuned to learn more (and make sure to find something special in THIS email!).

If you have any questions about sponsorships contact

Kris Neilson

If you have any questions about the Great Wisconsin Bag-Off contact Lauren Barnes

There's still time to host your very own Best Bagger Competition! Each store is able to send ONE bagger to the Great Wisconsin Bag-Off competition at the Innovation Expo on October 18th, 2023.

Head over to the WGA website and download the handbook to find out everything you need, including rules, inventory, and volunteer duties.

Email Lauren Barnes with questions or with an invite!