New Horizons Continues its Growth Pattern with New Product Offerings
The Dodgeville Chronicle – Thursday, January 30, 2025
By John Dalton
With the addition of a new 56,000 gallon diesel fuel bulk plant in Dodgeville, farmers and businesses of Iowa County will now have another option for purchasing fuel. Before this new offering, the Dodgeville location only had a 60,000-gallon propane hub.
The addition will make it more efficient for Iowa County customers who purchase diesel fuel from New Horizons. In the past, fuel for Iowa County residents was transported from the Darlington location. New Horizon CEO Jason Cullen said, “New Horizons has been in a growth pattern for the past five years, so it only made sense for us to add the fuel tanks to Dodgeville to make it more efficient for us and our customers.”
One new driver was added to the Dodgeville area to help deliver propane and fuel to Iowa County residents. Cullen said all New Horizon delivery drivers go above and beyond in on-going training and all drivers are cross-trained so they can deliver any product. “They’re personable people, they want to take care of you. They’re mindful of your property and safety is a high priority for us. We’re handling fuel and propane, its important we operate property and consider everyone’s safety,” Cullen said.
New Horizons Cooperative was formed back in 1992 when two Co-ops merged. Cullen said New Horizons has seen a lot of growth in Southwestern Wisconsin, and they have a plan in place to be here for years to come. Cullen said the Co-op has been very consistent in paying dividends back to their patrons.
“Specifically the last five years, giving back to our patron’s fair dividends, some in the form of cash payment in the form of a check, and some goes out as equity that might be pushed out so they can receive that money when they become 71 years of age,” Cullen said.
In fiscal 2023 and 2024, the Co-op averaged $70,500.000 in Annual Sales with assets valued at over $45,000,000. In the past two years, because of profitability, the nine member Board of Directors have authorized $2,850,000 to qualified patrons. “This last year we made a big push with equity instead of making people wait until 71 years of age. For the 2024 fiscal year we paid 100% of our dividends in cash payment,” Cullen said.
“That does a couple of things for the Co-op, people that do business with us get their money upfront so they can fund their business, maybe take a little price pressure off because of inflationary issues we’ve had, but it also keeps the balance sheet looking better,” he said.
Today, New Horizons Cooperative has over 150 employees and over 10,000 members. To join, one must simply buy goods and services from the Co-op. You can do that at the convenience store level or you can buy propane or diesel fuel for your home, farm, or business. The minimal requirement to become a member is to purchase $750 of products throughout the year. The more you spend, the bigger the dividend as a member. An application form can be found on their website.
“Checks add up in a hurry,” said Cullen. “We hand out several large checks to some very large operators and that’s part of what a Co-op does. That’s how we gain loyal customers, people who have faith in the Co-op and our long-term succession plan.”
Next May, Cullen said the company has already earmarked $650,000 of equity money going back to patrons from the years 2007-2012. “We’re making good on promises from years before. I think that’s what strong Co-ops do. Not only pay today but pay from the past,” he said.
Between distribution centers and convenience stores, New Horizons has fifteen locations in Southwest Wisconsin. In Darlington, the convenience store had a major $2 million overhaul that shut the store down and sent employees home for 45 days, but they kept those employees on payroll during the renovation and all came back to work upon completion. “As a Co-op, that’s what we do,” said Cullen.
The new store added a new diesel island that has a brightly lit overhead canopy and (DEF) diesel exhaust fluid at the pump. Inside is a brightly lit store with all the offerings a premium convenience store would offer including clean extra-large bathrooms, bright overhead lighting, a convenient grab-and-go food cooler, and an enormous selection of beverages.
“The Darlington store we took to the next level,” he said. “The Darlington location has consistently been one of our top-performing stores for the past decade.” Cullen said many of the other stores will have some upgrades soon. Those stores are in Dodgeville, Boscobel, Lancaster, Blue River, and Gays Mills.
Cullen said New Horizons is committed to quality, service, and community and aims to exceed customer expectations while fostering growth and sustainability in the region.