MADISON, Wis. (WMTV) – What began in a single storefront on Madison’s east side in 1974 has grown into a community cornerstone—one that supports local farmers, promotes sustainability, and reinvests in the city it calls home.
Willy Street Co-op is celebrating its 50th anniversary through October 2025. The member-owned cooperative now operates three stores across Dane County and counts more than 34,000 active owners. But staff say the heart of the Co-op hasn’t changed: it’s still about people, local food, and shared values.
“I just like the feel of it, and the people, and the product,” said Brendon Smith, who’s been with the Co-op for more than two decades. “So I applied and fortunately got the job. And I’m here. I’m still here.”
Smith now serves as Director of Marketing and Communications. He’s one of nearly 400 employees working at the cooperative, which prioritizes environmental practices, fair pay, and ethical sourcing.
“Our shoppers have been doing [local, sustainable food] for decades,” Smith said. “And I think a lot of the rest of the country has really kind of caught up with that.”
Anya Firszt, the Co-op’s General Manager, first walked into the store in 1985 and never left.
“So, in 1985, when I walked into the Co-op for the first time, I never imagined I would still be here or work in the capacity that I do,” she said. “It’s my love of people who I work with, the food we sell, and I think the giving back to the community.”
That community commitment shows up in the numbers. Since 1992, the Co-op has donated more than $673,000 to local nonprofits through its Community Reinvestment Fund. In fiscal year 2024, it added an additional $20,000 in grants specifically for small-scale and BIPOC farmers.
“We are not the cheapest grocery store in Madison,” Firszt said. “But we also feel we are putting money in the right places.”
That includes fair compensation for producers and staff, as well as investments in sustainability. Last year alone, the Co-op diverted over 260,000 pounds of organic waste and generated 22 percent of the electricity used at its west-side store through solar panels.
Firszt said local sourcing remains a top priority: “One of the highest responses in our surveys is that local is very important to our customers, and we have a wonderful relationship with our local providers.”
But more than a mission statement or sales figures, staff say the Co-op’s staying power is rooted in trust—and people.
“Everyone’s welcome at the Co-op,” Smith said. “You don’t have to be a Co-op member to shop.”
As the anniversary year continues, longtime leaders are looking ahead, not just back.
“I want the Co-op to be here another 50 years,” Firszt said. “Continue to shop. Vote with your dollars. Support the programs we have in place—and let us know when we can do things better.”
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