Open 7 Days A Week 6:00am - 10:00pm



Health & Wellness

We have the resources to help become a healthier you!

About Us

Bill Schultz and Dave Sorenson purchased the Reedsburg and Viroqua Wisconsin supermarkets in 1997 from Ted Brekke. Currently they own the Reedsburg 2nd Street Market, the Viroqua Village Market, and the Sauk Prairie Market in Sauk Prairie, WI.

Currently they employ over 200 people, many of whom have worked in the company for over 30 years. Bill and Dave take pride in the fact that they offer clean, neat, and fair-priced stores. They always insist on offering the full service the customer’s desire.

Bill and Dave are always eager to expand their operation. In 2011 they constructed a mini mall next to the 2nd Street Market. This was necessary after the 2008 flood that destroyed the property next to the 2nd Street Market. Housed within this is 2nd Street Liquor Store, 2nd Street Laundry, Papa Murphy’s Take and Bake Pizza, Droste Tax and Accounting and Freedom Baitz Outdoors.

Bill and Dave have always and will continue to be strong supporters of the community. Annually they donate in many ways over $30,000 to local events and organizations. Every year on the Friday before the 4th of July the 2nd Street Market holds a brat cookout to support the Reedsburg Area United Fund. This event alone raises over $5,000.

If you ever have the chance to come to Reedsburg, WI take a minute to enjoy our beautiful town and stop in at the 2nd Street Market.


Rebecca Mueller, MS, Dietitian – Bio

Rebecca is a dietitian and fitness enthusiast from Milwaukee, Wisconsin.  She and her husband enjoy hosting family and friends at their home and sharing their love of sailing on Lake Michigan.  Rebecca is an avid runner, with her energetic black lab. Refueling with nutritious local foods is a passion and commitment in her life.  As a dietitian Rebecca has experience working in diabetic clinics and currently with weight management programs.

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