In the Spotlight: Some inspiring women entrepreneurs from Wisconsin
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Women entrepreneurs in Wisconsin, USA, are an increasingly powerful force in the state’s economy. According to the Wisconsin Women’s Business Initiative Corporation (WWBIC), there are over 250,000 women-owned businesses in Wisconsin, collectively employing more than 150,000 people and generating over $25 billion in annual revenue.
This vibrant community of female entrepreneurs is diverse, with 44% operating in the service sector, 23% in retail, and 15% in professional services.
Notably, many women entrepreneurs in Wisconsin are also deeply involved in social entrepreneurship, addressing crucial issues such as education, healthcare & environmental sustainability. Their commitment to creating positive social impact, while building profitable businesses underlines the multifaceted role they play in the state’s development.
The state government and organizations like WWBIC offer essential resources and support, helping women entrepreneurs to start, sustain & scale their ventures. These efforts have not gone unnoticed; according to the National Association of Women Business Owners (NAWBO), Wisconsin ranks 4th in the United States for the percentage of women-owned businesses from 2020 to 2024.
The state’s strong entrepreneurial ecosystem, bolstered by programmes like those offered by WWBIC, has played a pivotal role in achieving this high ranking. Additionally, the city of Madison has been recognized as one of the top 10 cities in the country for women-owned businesses – providing a supportive environment for female entrepreneurs to thrive.
Here are some inspiring stories of some women entrepreneurs in Wisconsin.
> Heidi Zimmer, Founder, Wild Rice Retreat
It was a dream come true for Heidi Zimmer, Founder when launched her startup. It all started with a dream, to create a really unique wellness retreat on the scenic shores of Lake Superior.
In May 2021, that dream became a reality, when Wild Rice Retreat opened its doors to its first guests. Located just outside of Bayfield, Wisconsin, the gateway to Apostle Islands National Lakeshore, Wild Rice is the Midwest’s first all-inclusive wellness retreat. Entrenched in the idea of exploring and supporting expression in nature, Wild Rice Retreat offers a home for healing guided, personal and group retreats, meeting space & events, following the pillars of nourishment, expression and movement.
> Lilo Allen, Tiffany Miller, Tomira White and Jasmine Barmore, Co-founders, The Bronzeville Collective
A reality check revealed that the voices of Milwaukee’s Black, Brown and Queer creatives had few outlets in which to share their work – until the Bronzeville Collective came into the picture. Launched by Lilo Allen, Tiffany Miller, Tomira White and Jasmine Barmore – this collaborative storefront offers everything from homemade candles and soaps, to jewellery and handmade art.
Located in the Historic Bronzeville Arts and Culture District, almost everything in this vibrant space is either handcrafted or designed by Black and Brown Creatives.
> Pentrmane Marieke, Founder, Gouda Marieke
Quite significantly, Marieke Pentrmane, Founder was born and raised in the Netherlands on a 60-cow dairy farm. So, you could say that she literally has cheese making in her DNA! And, as luck would have it, she landed in Wisconsin.
She is the founder of Marieke Gouda in Thorp, WI, where she creates authentic Dutch Gouda Cheese. Pentrmane Marieke, also known as Marieke Gouda, is a renowned entrepreneur. Her company that specializes in artisanal cheese-making. She is often credited with revolutionizing the Dutch cheese industry with her innovative approach to traditional recipes and techniques. She’s a true pioneer; while there are 1,200 licensed cheese makers in Wisconsin, only 60 of them are women.
> Deborah Carey, Co-founder, New Glarus Brewing Co.
It was way back in 1993, that Deborah Carey and her husband Daniel co-founded New Glarus Brewing Co. This way they kicking off a beloved (and fiercely independent) craft beer kingdom that continues to this day.
As Founder and President of one of the most successful Wisconsin breweries, she really does it all, except brew the beer, that is. Find their flagship beer, “Spotted Cow,” served at most bars and restaurants as well as widely available for purchase, only in Wisconsin. Incidentally, if you are traveling to New Glarus – Wisconsin’s “Little Switzerland”, you can get a fresh look at this expansive brewery.
> Theresa Nemetz, Founder, Milwaukee Food Tours
This is a case of passion turning into a business! Food was a passion for Theresa Nemetz, but she never thought it would turn into a career/business venture.
Destiny got to work its spell, during a trip to NYC, when she and her husband took a food tour. Later, she realized that their hometown of Milwaukee had more than enough of a diverse culinary scene to do something similar. And so, Milwaukee Food Tours was born. Today, Theresa and her team showcase the city’s rich Italian, German, Irish and Polish immigrant history, sharing their unique stories and delicious flavours.
> Christy McKenzie, Founder, Pasture and Plenty
For Christy McKenzie, it was a firm belief that led to her startup – that food and community are inextricably linked. And it’s this belief that led her to create Pasture and Plenty, a combination restaurant, test kitchen, market and home delivery service that provides ready-to-eat meals and meal kits.
And success followed. Working closely with more than 30 local farms, ranchers & bakers, the Madison-based outfit has been a key connector between producers and consumers.
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