River Country CO-OP Full Brochure
Who Are We?
River Country Co-op is a company with sales at $270 million serving North Central Wisconsin. We have approximately 600 employees at 33 locations. River Country Co-op has been in business since 1948 and continues to grow.
2021 Annual Report
Board of Directors
River Country Co-op’s board of directors is a team of people who are working to better the company for the interest of the patrons. As patrons themselves, they understand the concerns and questions of the consumers. If you have any questions, contact information for each board member is listed below.
- Randy MahrPosition: President
Dairy and cash crop farmer from Stanley, WIBrad JuedesPosition: Vice President
Dairy and cash crop farmer from Merrill, WIEric VogelPosition: Secretary
Dairy and cash crop farmer from Merrill, WISteve WallPosition: Director
Cash crop farmer from Bloomer, WILes DanielsonPosition: Director
Dairy and cash crop farmer from Cadott, WIMarc BoettcherPosition: Director
Cash crop and beef farmer from Bloomer, WIJeremy GoesslPosition: Director
Dairy farmer from Owen, WIDoug GeigerPosition: Director
Dairy farmer from Dorchester, WI
At River Country Co-op, we provide a broad spectrum of products and services. A qualified team of managers work together to create a great experience for you!
- Bruce MlsnaPosition: General Manager | CEO
Experience: Bruce grew up on a dairy and cash crop farm near Cashton, WI. He graduated from UW-Platteville with a degree in Agricultural Economics in 1988, and in 1991 became the General Manager/CEO of a local Co-op. In 1998, Bruce relocated to Chippewa Falls to become the General Manager/CEO of River Country Co-op. He currently carries various board positions on several boards and is a WIAA official for basketball and football. Bruce resides in Chippewa Falls with his wife and three children.
- Marty GossPosition: Chief Financial Officer
Experience: Marty Goss has lived in Eau Claire his entire life. He graduated from UW-Eau Claire with Bachelor’s degrees in Accounting and Mathematics and has worked in public accounting for the last twenty-two years. In his accounting experience Marty has performed audits, prepared tax returns, managed a tax department, prepared business valuations and consulted with clients on all aspects of their business.
- Heather BarrowsPosition: Vice President | Convenience Stores-West
Experience: Heather graduated from the University of Minnesota, and began her career in retail while working for Target Corporation. After living in the greater Minneapolis/St. Paul region for over 10 years, Heather returned to the Chippewa Valley where she began working at Gordy’s Markets as a Manager of Human Resources. In 2013, she turned her focus to the sales side of the business, and became the Liquor/Beer Category Director. After seven years with Gordy’s, Heather decided to take on her role as VP of Convenience Stores at River Country Co-op where her responsibilities include increasing volume, profitability, and creating and maintaining a positive environment to work.
- Nathan LeMayPosition: Vice President | Grain
Experience: Nathan graduated from the University of Wisconsin River Falls in 2020 with a Bachelor’s Degree in Agricultural Business and Minor in Agricultural Engineering Technologies. Nathan is originally from Chippewa Falls. He joined the River Country Co-op grain team in 2018 and was promoted to the VP of Grain in 2022. He lives in Chippewa Falls with his wife and kids.
- Brad PodevelsPosition: Vice President | Retail-East
Experience: Brad has a degree in Quality Management from Northcentral Technical College. He worked for Hurd Window and Doors in Medford, WI for 18 years as a Quality Engineer and Production Manager. Back in 2008 Brad took a position with Heartland Cooperative Services as the C-Store Division Manager. He coached high school varsity basketball and football for 25 years at both Colby and Abbotsford. He is currently a WIAA varsity football official. Brad serves as the President of the Retailers Association of Wisconsin buying group board. As VP of Retail-East, Brad will oversee the Cenex convenience stores and Napa Auto Parts centers on the East side. He currently resides in Colby with his wife Trish.
- David HartleyPosition: Vice President | Energy
Experience: David graduated from Mankato Technical College in 1991 with an Electronics Technology degree. He grew up in a family business where his father was an Amoco jobber. After college David realized his passion was in Energy and started his career in a small town in South Dakota driving a fuel truck and building grain bins. David worked his way through the ranks and eventually became an Energy Department Manager at the age of 28. Prior to joining the River Country team in July 2019, David was the CEO of a cooperative in Winner, South Dakota. He currently resides in Chippewa Falls with his wife and has a son at college.
- Brian StrevelerPosition: Vice President | Feed
Experience: Brian grew up on a dairy farm near Edgar, WI. He graduated from UW-River Falls in 1991 with degrees in Ag Business and Ag Economics. In 1991 Brian started working for Dorchester Co-op as the Feed Department Manager and was the Feed and Grain Division Manager when Heartland Cooperative Services formed in 1998. In 2016 he became the General Manager/CEO for Heartland. Brian currently resides near Colby and is active with youth sports in the area.
- Steve HanvoldPosition: Vice President | Agronomy
Experience: Steve graduated from the University of Wisconsin-River Falls with a degree in Agricultural Economics and minors in Soil Science and Agronomy. He has been working in the retail ag business field in various capacities since his internship in 1986. All but a brief portion of that time was spent in management. Steve earned his Certified Crop Advisor and Certified Professional Agronomist designations in 1995. Steve has served on several boards and advisory boards in state agricultural organizations and in 1996 was involved in the second wave of United States Ag Industry representatives to be sent as an advisor to Ukraine of the former Soviet Union when the iron wall came down.
He enjoys scouting fields to find out the nuts and bolts of what’s going on, but is also excited about the multitude of other ways technology has advanced. Satellite imagery and flying drones over the fields can give an idea of trouble spots within the fields and apply products site specific.
- Todd HeisePosition: General Manager at Marathon Feed & Grain
Experience: Marathon Feed & Grain is a feed, agronomy and grain business with annual sales of $20+ million located in Marathon City, Wisconsin.
Todd grew up in Marathon City and has been part owner with his father, Dale, of Marathon Feed & Grain for several years. In 2012 Marathon Feed & Grain sold a majority of ownership stake in the business to the former Heartland Cooperative Services. River Country Co-op owns majority ownership with Todd and his family as an LLC. Todd and his wife, Christine, reside in Marathon City.
How to become a Member
Anyone who purchases goods and services from River Country Co-op can become a member. All you have to do is fill out a credit application. If you want credit at that time we will set up a credit line for you also. Otherwise we just use the general information to set up your account so that you may receive dividends on your purchases.
It’s simple, free, and allows you to receive money back on all of your purchases. This past year we returned 3% of your purchases back to you in cash and stock.
Fill out an application to become a member (click here).
For every purchase you make, the credit is calculated at the end of the fiscal year and you will receive a dividend check for cash and stock. The stock is retired at a later date. Currently, the company retires all stocks of patrons that are 70 and over.
For more info, contact Marty Goss at (715) 723-2828
Save your Register Slips
When you purchase items from us and pay with cash or a credit card, you still can receive dividends on these purchases. Just save all your receipts and bring them to the main office by September 1st of every year and we will credit these transactions to your accounts for proper credit. A stock check will be issued for these receipts when we pay out dividends. Generally this is in March of every year.
For more info, contact Marty Goss at (715) 723-2828
River Country Co-op now offers fifteen annual scholarships. All fifteen scholarships are in the amount of $500. Please download the scholarship application and requirements using the link below.
If you have any further questions, contact Lisa Hardy at (715) 723-2828
Submission deadline: March 1, 2023.
Printable Scholarship Application 2023Copyright © 2023 River Country CO-OP
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Chippewa Falls, WI 54729