Solbergs unveil new foundation to benefit community

Trig and Tula Solberg, whose philanthropic commitment to the community has helped so many over multiple decades, have announced yet another endeavor, a mutual creation they see as the culmination of a lifelong dedication to meaningful causes — a new community foundation to support the needs of the area’s population and to build a thriving future for the Northwoods.

The new Solberg Foundation, which goes into effect upon Trig’s passing, will help continue to operate Trig’s grocery stores, which support more than 600 employees and their families, well into the future.

Trig and Tula say it will seek to do a whole lot more. The Solberg Foundation will support a multitude of local causes, including education, natural resources, conservation and first responders, among others, while also encouraging innovation and collaboration to help solve unique challenges faced by the community.

“Our goal is to build a future where everyone has the opportunity to thrive,” Trig and Tula said in announcing the foundation. “We believe that by working together with communities and other stakeholders, we can create a stronger local community.”

Trig and Tula say they see the foundation as a natural evolution of their commitment to give back to the community that has given so much to them: “It’s about fostering long-term solutions and partnerships that create lasting change.”

Trig and Tula have one daughter, Gina, and she supports the idea of giving everything back locally. 

“We have one daughter, and our needs are met,” Trig and Tula said. “This is our home and we want to give back to the community.”

The foundation will consist of a board of directors to help ensure the stores’ long-term viability as well as an on-going ability to contribute significantly to the area’s growth and economic vitality.

In many ways, the new endeavor is the capstone of a five-decade-plus philanthropic journey for Trig and Tula that stands out as unique in Northwoods history, as they worked together to provide much needed support and infrastructure to the Northwoods and its residents. 

“What started as a desire to make a difference in our community grew into something beyond our wildest dreams,” Trig and Tula said.

Among other things, for example, they equipped and converted a personal aircraft with fixed-wing Medevac to serve the Northwoods and funded a change for a hangar for a local hospital that makes over 500 life-saving flights per year. They also support an employee-operated “Sunshine Fund” that aids Trig’s workers experiencing hardship. 

In 2024, Trig’s was able to donate $2 million to local organizations annually. Organizations dealing with health care, veterans, conservation and education are other focal points of the company’s charitable efforts. Donations have also helped fund Vilas County law enforcement body cams as well as the Rhinelander YMCA and the Howard Young Foundation.

Conservation has also always been a priority for Trig, who has served as past chairman of the state’s Natural Resources Board.

“I’ve loved being in the woods ever since I was a child,” he said. “Everybody should have a chance to get closer to nature.”

Trig and Tula also sustain a strong passion to support those helping people facing food insecurities, especially children. Education also means a lot to Trig and Tula.

“Education is the absolute most important thing that everyone needs and we have a great resource up here in Nicolet College where students can get a two-year start or learn a valuable trade while still living at home,” he said.

Trig serves as board chairman of the Howard Young Foundation. He’s served on many other committees or boards — some examples, in addition to the Natural Resources Board, including the Nature Conservancy, Trees for Tomorrow and United Way of the Northwoods.

Born and raised in Marion, Trig served in the U.S. Army from 1962 to 1965 and then graduated from the University of Wisconsin-Oshkosh in 1968 with a degree in business administration. 

Humble beginnings

Trig and Tula bought their first grocery store in 1971 in Land O’ Lakes by borrowing $25,000 to complete the sale.

Times weren’t always easy and, at the time, they were renting a home for $75 a month.

In 1974, the Red Owl grocery store chain showed interest in opening a store in Minocqua. Trig said he could run it, but he would need to borrow the money to do it. 

Ultimately, Red Owl loaned the funding and after a lot of blood, sweat, tears and lots of hard work and, as they say, the rest is history.

Today there are five Trig’s grocery store locations — Eagle River, Manitowish Waters, Minocqua, Rhinelander and Tomahawk — and each is a cornerstone of the communities they serve.

With the new foundation, Trig and Tula envision that those stores will continue to contribute and support the vibrancy of each community, and that their philanthropic contributions will continue far into the future, helping our communities lead Wisconsin in economic prosperity and community security.