About Insight FS
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Our Mission


At Insight FS, it is our mission to enhance your long-term profitability.

We do that through our people, our products and our services. You can count on us for your agronomy, energy, feed, seed, turf and agri-finance needs. We want to be the best cooperative supplier in our market.

Let Insight FS serve your needs. 

We have a lot to offer. Choose Insight FS. 

Insight FS is an agricultural and energy business, serving customers from 23 locations in Wisconsin and Michigan’s Upper Peninsula. Headquartered in Jefferson, Wis., Insight FS provides feed, agronomy, energy, agri-finance, seed and turf products and services, as well as grain marketing, to our patrons. While our name has changed a few times over the years, our service and attention to our customer's day-to-day needs hasn't. 

The FS brand represents a standard of excellence for agricultural and energy-related products and it's the people who represent the FS brand that set us apart. Always professional and dependable, our Insight FS specialists are trusted advisors who understand local needs. FS companies are part of the GROWMARK System, and strive to be the best agricultural cooperative system in North America. We are always ready to do more to move operations forward and never stop asking, "What's next?"

We Are Who We Are, Because of Our History


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  • December 1929 - The Dane County Bureau Cooperative Warehouse Association was organized with coal, feed and fertilizer being the main stock.

  • December 1937 - The company changed names to become Dane County Co-op Farm Supply Company.

  • January 1941 - Dane County Service Company Cooperative was formed to include petroleum products into the portfolio. The company started selling gasoline, fuel oil and other petroleum products.

  • 1944 - Jefferson County Cooperative Services Company began operations. 

  • 1946 - A new office was built in Madison on Cottage Grove Road.

  • 1952 - FS introduced Dieselex Gold, the first premium diesel fuel into the marketplace. 

  • May 1954 - We joined the bulk LP business by purchasing Gordon L. Kay Company for $16,500. 

  • 1956 - Jefferson County Cooperative Services Company changed names to become Jefferson County Farmco.

  • 1957 - We went through another name change to become Dane County Farmco Service Cooperative (petroleum business) and Dane County Farmco Cooperative (Farm Supplies). 

  • December 1964 - Both companies merged to become Dane County Farmco Cooperative. 

  • September 1, 1965 - We joined FS Services along with Wisconsin Farmco Cooperative. 

  • 1982 - Our new name became Danco Prairie FS Cooperative after a merger with Green Prairie FS Cooperative. At the time, we were operating 6 petroleum routes and 4 LP routes.

  • 1986 - Land was purchased in Arlington and in the spring of 1987, the first anhydrous tank and scales were installed. 

  • 1992 - Danco Prairie purchased L & W Oil Company in Arlington and construction began on a bulk fertilizer plant.

  • 1993 - Jefferson County Farmco started Fuel 24 stations and Jefferson received the Environmental Respect Award from DuPont. 

  • 1995 - Danco Prairie FS Cooperative entered into Precision Farming and did their first Grid Sampling along with Variable Rate Application that same year. Danco was the first provider of Precision Farming within their trade territory. During that time Jefferson County Farmco also started the turf department. 

  • 1997 - We purchased facilities in Brodhead, Albany, and Argyle previously operated by Green-Rock FS Cooperative.

  • 2000 - We purchased facilities in Cobb and Darlington.

  • 2001 - Danco was operating facilities in Argyle, Arlington, Brodhead, Cobb, Darlington, Marshall, Marxville, & Spring Green with satellite plants or LP bottles at Doylestown, Stoughton, Oregon, Monroe, and Albany. Danco Prairie FS cooperative had:

    • 6 Energy Sales Routes

    • 1 Energy Sales Specialist

    • 7 LP Sales Routes

    • 13 Crops Specialists

    • 2 Feed Specialists

  • June 2003 - Danco Prairie FS Cooperative and Jefferson County Farmco consolidated to form Frontier FS Cooperative. 

  • 2010 - Servco FS Cooperative became a retail division of GROWMARK, Inc. and changed names to Servco FS while Frontier FS Cooperative also became a division of GROWMARK to form Frontier. 

  • September 2012 - Frontier FS and Servco FS merged together to become Frontier-Servco FS. 

  • September 2015 - Frontier-Servco FS became Insight FS. 

  • January 2018 - The new Brandon Feed Mill opens to better serve patrons throughout Wisconsin with quality feed options. The mill was built to meet the Food Safety Modernization Act (FSMA) requirements. 

  • October 2018 - Insight FS revamps InsightFS.com to better serve customers. 

  • 2019 - In partnership with Insight FS, Novera Protein, LLC launches a new bypass protein product.

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