Service Leaders

Trig's is considered more of a collection than a chain. Each store is designed to uniquely serve its community in a very personal and committed way, taking on the personality of its region. But most importantly, Trig's goal is to make sure you get the best service no matter what. 

The collection started in 1971 when Trygve (Trig) and Tula Solberg started the company with a single small store in Land O'Lakes, Wisconsin. Today, T.A. Solberg Company, Inc. operates Trig's grocery stores in the Northern Wisconsin communities of Rhinelander, Minocqua, Eagle River, and Tomahawk. Each store is a complete one stop experience with an expansive deli which includes Sushi With Gusto and Fresh & Fast chef-inspired, prepped and ready-to-cook meals, a full-service meat counter, Cellar 70 Wine and Spirits, and a full service Healthmart pharmacy. 

In 2019, The National Grocers Association (NGA) presented Trig Solberg with the Thomas K. Zaucha Entrepreneurial Excellence Award last night. This award is presented annually to recognize an independent grocer that demonstrates persistence, vision, and creative entrepreneurship. This award is one of the most prestigious honors awarded to independent grocers and honors the ways we serve our communities.

As part of our 50th Anniversary, a very special 'legacy' video was produced by Trig's associates and presented to Trig at our annual TAS Awards event.  The video highlights the accomplishments of Trig and Tula over the years and features several associates who share their observations and experience of working with the T.A. Solberg family.

Trig's is one part of the larger T.A. Solberg Company, Inc., a diverse and healthy organization of over 1,000 associates that also operates Trig's Village Market in Manitowish Waters, several fuel and convenience stores throughout northern and central Wisconsin, Trig's Trucking Facility, Trig's Recycling Center, Tasmania Northwoods Resort, Postal Express Mailing & Shipping Services in Eagle River, Minocqua, and Rhinelander, and Twice is Nice Consignment Store in Rhinelander.