Founded in 1946 by Paul and Jane Skogen asSkogen's IGA inOnalaska, Wisconsin, the company remained under family ownership until its sale to the 1939 Group in 2025. Festival Foods’ private-label products are supplied bySuperValu.
In 1946, Paul and Jane Skogen opened Skogen’sIGA with an initial investment of $500.[4][5] Paul’s son, Dave Skogen, assumed leadership of the company in 1976, and in 1979 the family acquired theRed Owl store inHolmen, Wisconsin. Festival Foods opened its first store inOnalaska, Wisconsin, in 1991, using the name under license fromSupervalu.[5][6]
Dave Skogen was named Grocer of the Year by the WisconsinGrocers Association in 2005 for his leadership of the company.[7][8] His son, Mark Skogen, became CEO in 2006 and later received the same Grocer of the Year honor in 2014.In 2021, the company announced plans to open two additional locations in theMilwaukee area.[9]
In December 2016, Festival was sued byMetcalfe Inc., which operates three grocery stores in Wisconsin,[10] over the use of Festival's "Road Sign Marks", which both Festival and Metcalfe used to promote local products. Metcalfe accused Festival of "intentional, deliberate and willful" violations of trademark laws, since Metcalfe applied for a trademark on its "Wisconsin Food Miles" road sign as compared to Festival's "Locally Grown" road sign.[11] Festival said that "it would fight the suit".[12]
In September 2019, Festival Foods was fined $32,016 by thestate Department of Agriculture, Trade and Consumer Protection for labeling errors. The company had 39 weight violations and two labeling errors that the state Department found in seven Wisconsin stores based on legal documents filed inEau Claire County Court.[13]
In 2010, Festival Foods purchased the Apple Creek Inn ofDe Pere, and renamed itThe Marq.[14] The Marq is a 550-seat banquet and catering facility.[15] In 2013, Festival added a second Marq location inSuamico.[16] On May 19, 2020, Festival announced the closure of the Marq due to theCOVID-19 pandemic.[17]
In September 2025,Schnuck Markets's parent company, The 1939 Group, reached an agreement to acquire Skogen's Festival Foods, including all 42 Festival Foods stores in Wisconsin.[18] Festival Foods will retain its brand name and continue to operate from its Onalaska, Wisconsin headquarters as a sister company to Schnuck Markets under the 1939 Group umbrella.
On October 20, 2025, it was announced that the parent company of the Schnucks chain had completed the purchase of the Wisconsin company.[19]
In September 2015, Festival announced plans for a new corporate headquarters facility inDe Pere, Wisconsin.[1] Festival Foods also maintains a support office inOnalaska, Wisconsin.[8]
Sponsor of the annual fireworks show in 18 Wisconsin cities,[64][65][66] the company also hosts the Turkey Trot, a 2 and 5-mile walk/run that takes place on Thanksgiving in ten communities in Wisconsin. Proceeds from the event go to theYMCA and theBoys and Girls Clubs of America.[67]
