About Us

Bill Pierce our founder, opened Viking Village Foods in 1975, a 30,000 square foot store in Reedsburg, Wisconsin. In March of 2003, Viking Village expanded by building our new 87,000 square foot store on Reedsburg's eastside. In 1986 we opened Viking Video 2 in Baraboo, a video rental store located in Schadde Plumbing. A few years later, we moved to 818 8th street and opened a convenience store, complete with Gasoline, diesel Video rentals, beer, liquor, wine, groceries, and more. In 2007, we expanded and moved across the street to 935 8th street, Baraboo. Now Viking Express Market is a true, one stop shopping center from gas, bait, deli, bakery, meat, produce, dairy, liquor, beer, wine, grocery, and more.

In our Reedsburg store we have 18 foot wide aisles in our grocery department for your shopping ease. Down the center of our aisles we have pallet displays with great deals on popular items offered at the lowest possible prices. Our store in Reedsburg was the first in the area to have self checkouts, milking cow, 100 foot sub, kids produce events and more. We also have the largest and most extensive variety in the area. 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.

Our fresh cuts of meat in our meat department are second to none; we cut fresh 7 days a week at both locations, with professional meat cutters. Both stores offer a Deli Restaurant serving breakfast, lunch, and dinner. From fresh fried chicken or rotisserie chicken to our Friday fish fry. Both have an amazing selection of fresh made salads, bulk cheeses, sliced meats or you can order a Take N Bake Pizza.

Both stores offer Fresh Bakery Donuts Daily, and have Bill’s Crispy Willie Cake Donuts made 7 days a week, right in front of you! Other Departments offered at both stores include; Greeting cards, Frozen Foods, Dairy, Produce, Health and Beauty care products, Floral, and Specialty gifts, kitchenwares, candy, seasonal merchandise and health foods. Our cake department makes fresh cakes daily, and we also offer Wedding Cakes and Delivery for your special day. Wedding Cake consultations are available in Reedsburg so stop in or give us a call for an appointment. We love to make shopping fun, watch for our activities and events.

In Reedsburg we also offer a number of other businesses they include; Viking Liquor, Reedsburg Snap Fitness, Viking Express Shell, Viking Laundromat, Pam’s Viking Greenhouses (Seasonal) and Viking Express Mart Amoco, are all in Reedsburg. In Baraboo we have Bronco Billy’s Saloon & Eatery on Hwy 12, and Viking Express Market on the east side of Baraboo across from the Sauk county fair grounds.

Besides our retail operations we also have our own farm division which we grow our own field fresh Sweet Corn, Pumpkins, and Sunflower Birdseed.