An Alumni Story
In the friendly neighborhood of Kewaskum, fifth-generation grocery store owners Aaron and Amy Laatsch have kept the Piggly Wiggly an integral part of the community and surrounding area. For almost than 150 years, the family has provided their local community with not just groceries but a sense of connection and continuity.
Aaron and Amy Laatsch, both Moraine Park alumni, took ownership of the store in February 2023 following the retirement of Aaron’s cousin and former owner, Mike Geidel. Together, the pair have carried forward the store’s legacy and have continued to blend tradition with modernity.
The story dates back to 1876 when Aaron Laatsch’s great-great-grandfather opened a small corner store and saloon serving the basic needs of the locals. Over the years, each generation has added its own touch—expanding the store’s offerings and adapting to the changing times.
“Some of my favorite memories are working at the store with my grandfather,” Laatsch said. “He was in the business from the 1930s to the day before he passed away at age 81. Working with him, my aunt and uncle, cousins, brothers and now my own children has been an incredible part of my job, and I am proud to continue the store’s legacy.”
Aaron started stocking shelves at the store in 1990—he was 16 years old. He continued working there through high school, college and remained after he graduated from Moraine Park’s Marketing program in West Bend in 1995. As the business grew, so did Aaron’s career opportunities. He became store manager in 2000 and co-owner when he and his wife bought the business in 2023.
Amy Laatsch graduated from the College’s Nursing program in 1999 and served as a nurse for more than 20 years before switching careers and working in the store full-time.
“I had a wonderful career as a nurse, but ultimately knew it was time to move on,” Amy Laatsch said. “Buying the store and working there full-time has been amazing for our family, and the employees and customers we see reaffirm that decision every day.”
Beyond the shelves and checkout counters, the Laatschs have kept the local Piggly Wiggly an important part of the Kewaskum community.
“We like to be involved in anything we can get our hands on,” Aaron Laatsch said. “Whether it’s a golf outing, charity run, movie in the parks–whatever is going on in town, we try to find a way to be a part of it. We’ve had such great support from our community, and we are happy to support our area non-profits in any way we can.”
Aaron and Amy Laatsch understand that their role extends beyond commerce; it is about preserving a legacy and nourishing the community. As they continue to evolve and adapt, Laatsch’s Piggly Wiggly stands as a testament to the power of family, community and the timeless neighborhood grocery store.
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