Dave and Barb Skogen

Dave and Barb Skogen have made community involvement a central part of their lives. As owners and operators of 14 Wisconsin-based Festival Foods grocery stores, the family—Dave and Barb, daughter Sue, and son Mark who took over as president three years ago, have nearly 3,200 employees. At the core of their successful operation is the principle of servant leadership—that to serve is to lead. Based on creating a high trust environment where values and relationships are important, the Skogen’s exceptional attention to customer service and their employees have been recognized by others. Festival Foods received the Torch Award for Business Ethics and Integrity from the Wisconsin Better Business Bureau, and in 2005, Wisconsin Grocer of the Year.

Many who know the Skogens are familiar with the Boomerang Theory, which permeates all aspects of their successful business. Whether it’s an equipment purchase or a hiring decision, the concept is tested by the question: Will it bring the customer back? 

Likewise, this same Boomerang Theory is applicable in the couple’s philosophical approach that it is in giving that you receive.
In terms of philanthropy, the couple share this philosophy: “Giving is not a choice. It’s an obligation. The only choice is whether or not we want to give to our capacity.” And as their businesses have prospered, so has their generosity and penchant to give back to the very communities and employees that they feel have given them so much.

In 2007, the American Association of Fundraising Professionals named them Outstanding Philanthropists. The Skogens have supported efforts at Viterbo, the University of Wisconsin-La Crosse, the Onalaska Omni Center, Gundersen Lutheran, Franciscan Skemp Healthcare, YMCA, Bethany Lutheran Homes, the La Crosse Hmong Community Center and multiple other area charities and local scholarships.

Besides their two children, the Skogens have four grandchildren.