It was 1930. The Roaring Twenties had ended, and The Great Depression hit America. Consumers could buy a box of cereal for eight cents and a 10-lb. bag of sugar for 49 cents on a weekly salary of less than $40.
That was 95 years ago. It was the year five retailers in the Madison, Wisconsin, area joined forces to get lower prices through combined buying power and created the Central Wisconsin Cooperative Food Stores.
The foresight of buying at a lower cost of goods to ultimately offer customers a lower price has led to what is known today as Certco Inc. The name may have changed over 95 years, but the foundation remains.
“We look at our past and that strong foundation has allowed us to continue to support the earliest founders’ work to offer the best available services, the greatest variety, best delivered cost and an urgency of service by a dedicated staff for independent grocers,” said Amy Niemetscheck, president and CEO of Certco Inc.
Any company with a 95-year history has gone through change and storied milestones. Throughout time, it is remarkable to see how the insight of a small group recognized the need to constantly evolve. 
In 1937, the cooperative joined the affiliation of the National Retailer-Owned Grocers. This group of more than 22,000 independent retailers was recognized as a force of buying power and was in fact the largest buyer of food in America.
By 1942, the original Central Wisconsin Cooperative Food Stores leadership decided to grow. With that, the cooperative opened its first warehouse in a two-story downtown garage in Madison. The warehouse had four docks and was right off the railroad tracks, which was a crucial way to send and receive supplies.
By 1956, the interstate highway system had been authorized, and Elvis Presley was all over the airwaves with hits such as “Don’t Be Cruel” and “Hound Dog.” There was unrest in the world and John F. Kennedy’s book “Profiles in Courage” could be found on library shelves. Once again, it was time for the Central Wisconsin Cooperative Food Stores to grow, and the organization became the Certified Grocers Cooperative.
This strategic change enabled a rebranding of sorts and, most importantly, provided the cooperative with the ability to serve more regional independent grocers through better structured wholesale operations.
Just a few short years later, in 1962, the corporate office that still houses the headquarters today was built. The facility has gone through many expansions since.
The leadership of the day continued to look forward. In 1975, the name was changed to Certco Inc. Within the next year, sales topped $35 million, and the Verona Road headquarters became home to a newly expanded meat cooler.
The company’s growth continued, with warehouse expansions occurring in 1990 and 1995. The year 2000 started with fear of doom as the new millennium brought about Y2K. In addition, “Survivor” and the “Big Brother” series debuted, introducing audiences to reality TV. The world would survive both Y2K and reality TV. Certco Inc. also joined in making history, with a warehouse expansion of more than 70,000 square feet.
The next two decades continued to mark unprecedented growth for the company. In 2004, it added a warehouse on Daniels Street in Madison. At 380,000 square feet, this new facility enabled Certco Inc. to better serve an expanded group of independently owned retailers with candy, health and beauty aids, general merchandise and other products.
And it did not end there, as another expansion of the Verona Road warehouse added more than 59,000 square feet of space. By 2005, the facility had grown by an additional 17,000 square feet. By the end of the decade, Certco Inc. also had added another warehouse in Madison. It sits on Femrite Drive and thus bears the street’s name.
Originally more than 172,000 square feet, the facility had doubled in size by 2017 with the addition of a cooler. The location houses a majority of Certco Inc.’s perishable product.
As these 20 years were closing, a top-notch fleet maintenance facility that features the latest in technology opened on Spoke Drive to ensure Certco Inc. trucks run smoothly. This supported the foundational mission of the early years: to provide the independent grocer with the best available offerings with an urgency in service.
Between 2000-19, change and growth had driven the company to new heights. It was a pivotal time as long-time CEO Donald Watzke retired and Randy Simon took the reins. Simon would retire in 2019, turning CEO responsibility over to Niemetscheck.
In the 2025 podcast “Grocery from Her Seat” – hosted by Women Grocers of America (WGA) President and EVP for Woodman’s Food Market Kristin Popp – Niemetscheck reflected on the guidance she received from Simon as she prepared to take over. Her first year was marked with a major rebrand transition and the sudden death of a key team member.
The year 2020 brought the global outbreak of the COVID-19 pandemic. Certco Inc. – like everyone in grocery retail – experienced supplier issues, an overnight transition to remote work and technological changes and challenges. What was originally a week of closings lasted much longer than anyone could have imagined.
What did not change for Certco Inc. – the company continued to be there for independent retail, which was suddenly termed “essential” as the pandemic changed life as we knew it forever. Just as many in the industry demonstrated, Certco Inc. was smart, nimble and adjusted to ensure retailers were served during unprecedented times.
Flash forward to 2025. Niemetscheck has been honored by WGA as Woman of the Year. Her management style is that of delegative leadership. She strives to build a bench of experts around her that are empowered decision-makers, and that is felt through the organization. She provides support for all employees, which in turn fosters the same support for growth for retailers and operational efficiency.
Today, Certco Inc. serves 250 independent grocers throughout several states – Wisconsin, Iowa, Illinois, Minnesota and Michigan. The company’s vast warehouse space allows the wholesaler to offer its members over 60,000 products. In addition, member companies have access to services such as accounting and marketing.
Certco Inc.’s leadership team strives to create a positive workplace culture for its approximately 560-strong workforce through its Verona Road headquarters, three warehouses and fleet maintenance facility. Certco Inc. has been recognized as a Top Place to Work for 2024 and 2025 by The Wisconsin State Journal, joining an elite class of employers in the Madison area.
Reflecting on 95 years of history, Niemetscheck noted that no matter the company name, the original mission has not faltered, only solidified. “From five retailers collaborating to gain buying power to provide lower costs to creating growth through strategy and, of course, always remembering who we are and why we do what we do, Certco Inc. remains on mission to provide the independent grocer with the best available services in wholesale grocery. [And we] do so by offering the greatest variety and best delivered cost with a staff who understands the urgency of service needed to supply a successful retail organization.”
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