Viroqua Food Co+op in Viroqua, Wis., recently rolled out a new program that gives owners an additional financial benefit. Owner Extras, launched on Feb. 28, 2024, gives co-op owners an extra 10% off items in the Co+op Deals flyer (not including BOGOs).

“The Co+op Deals flyers have something for everyone, and sale items change every two to three weeks,” says Jen McCoy, Viroqua’s marketing and outreach manager. “It’s easy for owners — all they have to do is give their number when they shop. And it’s easy for staff to promote membership because it offers real monetary value that shoppers understand.”

Just over a month into the Owner Extras program, it already seems to be paying off for the co-op. “In March, we gained 37 new owners,” McCoy says. “Then, we had an owner drive and signed up 47 new owners in the first week of April!”

To put that in perspective, Viroqua currently has approximately 4,700 owners with an average of four new owners per week or about 200 new owners per year.

Owner response has also been overwhelmingly positive, with CX Survey comments noting the additional discount is especially helpful in light of recent inflation.