Viking Village Inc. Family Owned

Generations of shoppers have grown up with a great shopping experience, excellent customer service, and the highest quality of meat, produce and fresh food. Our customers also trust that we are dedicated to the communities we serve, and to help make them better places to live. Last year alone, the Viking operations donated over $40,000 to support groups, organizations, public service programs and more. Our saying is always…”winners lead…they do not follow” and that is what we keep in mind when planning events, promotions and sales.

Store Beginnings

Bill Pierce and his wife, Phyllis and their two children, Pam and Brian started the first Viking stores back in 1975. Our grocery store has become a tradition to the communities we serve. Many of our employees are from families that have worked with Viking for generations. Employees stay with our company because they feel a sense of pride and ownership in the stores.

At Viking you will find our strong commitment to service, quality, and selection. We teach our employees…
whatever you are, BE A GOOD ONE and ALWAYS DO YOUR BEST!

Chelsey and Kayla

Chelsey and Kayla help during corn harvest. circa: 1992

Young Pam Pierce

A young Pam Pierce (Coy) helps at harvest time.

Through the years, despite all the changes, Viking still follows their unwavering commitment to take care of the customer and employee.

As we continue to grow, we always ask, “What makes sense and works for our customers, because that is what we do.

What You’ll Find
Viking Village Foods

Viking offers self checkouts, a milking cow in our Dairy department, kids produce events and more. Special sales throughout the year such as our One Day Seafood Sales, Outdoor Produce Truck Sales, and Three Day Meat Sales are great for stocking up on deals.

We want to make shopping fun, watch for our activities and events that are held annually in our store.


We have the largest and most extensive variety in the area with extra wide aisles in our grocery department for your shopping comfort. Down the center of our aisles we have displays with deals on popular items at the lowest possible prices.

If you don’t find what you’re looking for, just ask an associate and we will do our best to add your request to our selection.

In Reedsburg we also offer a number of other businesses including; Viking Liquor, Reedsburg Snap Fitness, Viking Laundromat, Pam’s Viking Greenhouses (Seasonal) and Viking Express Mart BP, are all in Reedsburg. In Baraboo we have Bronco Billy’s Saloon & Grill on Hwy BD, just south of the Lake Delton/Dells area.

Besides our retail operations we also operate our own BP Farms division which grows our field fresh sweet corn, pumpkins, and sunflower’s for birdseed.

Viking Village Inc.

Viking Village Foods
150 Viking Dr.
Reedsburg, WI 53959
(608) 524-6108

Snap Fitness
1587 East Main St.
Reedsburg, WI 53959
(608) 768-7348

Viking Liquor Super Store
1625 East Main St.
Reedsburg, WI 53959
(608) 524-3880

Viking Laundromat
1590 East Main St.
Reedsburg, WI 53959
(608) 524-6108

Viking Express Mart
10 Viking Dr.
Reedsburg, WI 53959
(608) 524-5544

Bronco Billy’s Saloon & Grill
S2545 Cty Hwy BD
Baraboo, WI 53913
(608) 355-1055

Pam’s Greenhouses
1815 E. Main St.
Reedsburg, WI 53959
(608) 524-6108

BP Farms
Farming Division
Reedsburg, WI 53959
(608) 524-6108