New Day, New Phase, New Logo for Oshkosh Food Co-op

Oshkosh Food Co-op Logo

(Oshkosh, WI) – In preparation for the opening of the community-owned grocery store later this year, the Oshkosh Food Co-op has introduced a new logo to replace the tractor logo used throughout its start-up phase. The food co-op, the first in Northeast Wisconsin, is entering a new phase as it prepares to open in late summer/early fall 2021.

“For the last eight years, the Co-op has been planting seeds and cultivating them to grow into a full-line grocery store in downtown Oshkosh,” says Jay Stoflet, board member and membership recruitment and communications team lead. “The former well-loved tractor logo reflected that promise.  The rebranding is timely as we prepare for store-opening.  It reflects how the organization will move forward.” 

The new logo is intentionally symbolic.  The rising sun signifies a new day, and a new movement, as the first food co-op in northeast Wisconsin.  The member-owned grocery store will emphasize “buy local” with a goal of sourcing at least 20% of its products from Wisconsin growers.  The sprouting carrot greens represent the harvest of eight years’ cultivation to provide a community-owned full-line grocery store in the Oshkosh central city and food desert. The three rings surrounding the carrot represent the food co-op’s vision for strengthening the local economy, promoting health and building community.

“The rings that surround the carrot are such important elements,” said Molly Smiltneek, Oshkosh Food Co-op vice-president.  “They remind us that we are more than a grocery store.  Our vision is who we are, with intent ‘to strengthen the local economy, promote health, and build community.”

An important value expressed by Oshkosh Food Co-op members is to become a favorite gathering place for all in the community; a place where familiar foods, organic foods, ethnic foods, essential and exceptional foods will draw people to shop…and to stop; a central marketplace where – as expressed in the new Oshkosh Food Co-op tagline – “Everyone’s Welcome.”

Drew Mueske and the team at Offbeat Press/Hype Visual were selected in a competitive process to design the food co-op’s new identity, which was introduced to co-op member-owners at the co-op’s annual meeting.

About the Oshkosh Food Co-op

The Oshkosh Food Co-op is a community-led effort to open a full-line grocery store in the heart of Oshkosh, available to all shoppers. Modeled after member-owned grocery stores in Wisconsin and nationwide, Oshkosh Food Co-op organized in 2013. Individuals and organizations from throughout the region are invited to help the Co-op realize its vision — to strengthen local economies, promote health, and build communities — by purchasing ownership shares. An ownership share costs $180, payable all at once or in 18 $11 monthly installments. The Oshkosh Food Co-op is a member of National Co+op Grocers. To learn more, and to become a member-owner, visit

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  • abebe bikila
    commented 2024-04-24 02:07:13 -0500
    In this pivotal moment of growth and expansion, considering the use of Massey Ferguson tractors could further bolster their efforts in supporting local agriculture and maximizing crop yields. With Massey Ferguson’s reputation for reliability and efficiency, they could elevate their farming practices and contribute even more to the vibrant local food scene.
  • abebe bikila
    commented 2024-04-23 17:05:43 -0500
    Massey Ferguson tractors are great for agriculture in the world. See Website:
  • ak khan
    commented 2022-12-19 05:35:42 -0600
    Designed New Logo is very captivated . We belong to Farm machinery Business Since 2000 You can see our tractors Company logo here :
  • Brenda Haines
    published this page in News 2021-04-18 22:06:49 -0500

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