Exhibitor Zach Lind of Norsland Lefse talks with WGA Expo attendees in the 2026 Food Finance Forum and Expo Local Lane.
Partnership Creates New Opportunities for Local Brands to Reach Retail Shelves
Wisconsin food entrepreneurs and grocery industry leaders came together Aug. 18 at the Wilderness Resort in Wisconsin Dells as the Food Finance Forum & Expo partnered with the Wisconsin Grocers Association (WGA) Innovation Expo for the first time.
Hosted by the FFI, the fifth annual Food Finance Forum & Expo welcomed food and farm entrepreneurs, retailers, distributors, service providers, and industry experts for a day focused on strengthening Wisconsin’s food economy through education, networking, and business development.
The collaboration with WGA created a unique opportunity for emerging food brands to connect directly with grocery buyers and industry decision-makers, helping bridge the gap between innovative local products and retail shelves across the state.
“This partnership was designed to create meaningful connections between entrepreneurs creating great products and the grocery leaders looking for the next thing consumers will love,” said FFI Director Sarah Larson. “By bringing these groups together, we’re helping support Wisconsin businesses while giving grocers access to innovative products from their own backyard.”
Keynote speaker John W. Miller, Secretary and CEO of the Wisconsin Economic Development Corp., said “WEDC is a strong partner in supporting thriving food, farm and beverage businesses through robust programs and initiatives like FFI’s Fellows program, which we are proud to support.”
Throughout the day, attendees participated in educational sessions, networking opportunities, and The Local Lane, a showcase featuring innovative food and farm businesses. Entrepreneurs were able to share their products directly with retailers and distributors while learning about trends shaping the food and grocery industries.
One entrepreneur, Firoz Khimani of Mock & Co, described the event as a rare opportunity to connect with the grocers their business needs to connect with. “Everyone took the time to have a conversation about our business and seemed genuinely interested in getting to know us and learn about our product,” said Khimani. “We made some very important connections.”
The event reflects FFI’s mission of helping food and farm businesses thrive through finance-forward training, coaching, consulting, and strategic connections.
“The food industry succeeds when strong businesses can connect with the people who help bring their products to market,” said Larson. “Our partnership with WGA created an environment where entrepreneurs, grocers, distributors, and industry partners could build relationships that have the potential to grow Wisconsin businesses and strengthen our state’s food ecosystem. That’s exactly the kind of connection we’re trying to facilitate.”
The Food Finance Forum & Expo continues to serve as a gathering place for Wisconsin’s food and agriculture community, providing entrepreneurs with access to expertise, resources, and networks that support business growth at every stage.
The event was accompanied by a Product to Shelf Food Business Tour where guests were taken behind the scenes at Carr Valley Cheese, Holliday Wholesale, and Maurer’s Market, all in the Wisconsin Dells area.
Following the Food Finance Forum and Expo, FFI Founder and Innovative Finance Specialist trained a select group of food business entrepreneurs in a two-day Raising Equity session, sharing how they can create a financeable business model and pursue the type of funding that’s best for their business.