Festival Foods’ Skogen Authors Biz Leadership Book

Dave Skogen, chairman of the board of Onalaska, Wis.-based Skogen’s Festival Foods, has authored a new book, "Boomerang! Leadership Principles That Bring the Customer Back." Published by Green Bay’s 9th Street Publishing, Boomerang! provides insights and lessons based on Skogen’s experiences over a period of nearly six decades in leading Festival Foods’ transformation from a single 3,000-square-foot grocery store into a regional supermarket chain.

The book’s underlying “boomerang theory” is based on Skogen’s fundamental principle that extraordinary hospitality, rather than ordinary customer service, brings people back and that organizations that go the extra mile can inspire customers to go the extra mile for them.

Prior to taking on the role of chairman at Festival Foods, Skogen served as CEO and president of the company for more than 30 years. He has also served in leadership roles with numerous community organizations as well as industry organizations including the Food Marketing Institute (FMI). He received an honorary degree from the University of Wisconsin-La Crosse in 2012.

Originally founded as Skogen’s IGA by Skogen’s father and mother in 1946 in Onalaska, Festival Foods is a 5,000-strong employee-owned company that operates 18 stores across Wisconsin.

Skogen's company, and its recently opened Festival Foods in Neenah, Wis., which creates a sense of theater with food as the star, was featured as the cover story in Progressive Grocer Independent's April issue.

9th Street Publishing is a publisher of inspirational books and is co-owned by Joe and Danica Kiedinger.

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