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Our History - Better Together

In April 1926, a group of independent, small business owners convened to establish an organization of Wisconsin state oil marketers. Looking to the future, they realized they could accomplish a great deal more collectively than they could individually.
The founders of the Wisconsin Independent Oil Jobbers Association wanted to lay the groundwork for an effective organization that would promote a reasonable and profitable business climate for independent petroleum marketers in the years to come.
Over the years, Association members have worked for fair and reasonable regulations from government, and fair competition with suppliers.

The addition of convenience stores to our Association membership gave us further opportunity to expand both our base and influence.
Our Association's history is replete with examples of volunteer leaders working with all levels of government to advance our positions and ideas and reinforce the importance of independent businesses to the social and economic fabric of our communities.

Today & Tomorrow - Stronger than Ever

Although our name has changed five times over 100 years, the goals remain largely the same: The Wisconsin Fuel & Retail Association (WFRA) is dedicated to informing our members on issues relevant to our industry and educating policy makers at the state and federal levels about our industry's needs.

More than 300 of your fellow independent businesses belong to WFRA. Together, we comprise a professional network that promotes a reasonable and profitable business climate for all of us. Like the founding group of independent small business owners who convened in April 1926, we realize we can accomplish a great deal more collectively than individually.

Our association is built on the strength of our member businesses, and we are stronger than ever. Collectively our industry employs 45,000 people, operates 2,800 stations and stores, and supplies nearly all the home heating oil sold in Wisconsin.

In addition to convenience stores, truck stops and service stations, our members own and operate related businesses such as rapid oil change facilities, restaurants, car washes and card lock fueling outlets.