A legacy of support for breast cancer research

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A legacy of support for breast cancer research

Founded in 1937 by Norman Gillette Sr., Gillette Pepsi (GPC) got its start in Viroqua, Wis., after Gillette acquired a Pepsi-Cola franchise from a wholesale grocer in Winona, Minn. He relocated the business to La Crosse, Wis., in 1940, where it has since become a vital part of the region and a dedicated community partner.

The connection to community was amplified by the next generation of company leaders. Gillette's children, Norman Gillette Jr. and Norma J. Vinger, not only grew the business but also created a legacy of philanthropy that has positively impacted countless lives. According to Kelly Strangstalien, GPC's human resources manager, "Norman Jr. said that money made in and developed by the company would be invested back into the communities it came from. He called this idea 'recycling.'"

More than 85 years since the company's founding, the organization's current leaders not only uphold that historic legacy, but they have deepened it by fostering a culture of giving and volunteerism that is part of GPC's identity. For their dedication to making a positive impact through both visionary leadership and generous financial contributions, Gundersen Medical Foundation proudly named GPC as the 2025 Outstanding Philanthropic Organization Award recipient at its recognition event in October.

A history of giving

The cornerstone of GPC's commitment to the Foundation is a longstanding support for breast cancer research, awareness and patient support programs. In fact, GPC has been a lead sponsor for the Steppin' Out in Pink (SOIP) fundraiser since the event's inception 20 years ago.

This connection was inspired when Norman Jr. partnered with the Foundation in 2004 to establish the Norma J. Vinger Center for Breast Care in honor of his sister, Norma, a breast cancer survivor. He wanted his sister and all women diagnosed with breast cancer to receive the highest quality of care close to home.

Later, in 2006, the Vinger/Gillette families worked with the Foundation to establish the Norman Gillette Jr. Endowment Fund. The funds raised from SOIP helped match the families' gifts to eventually fund a full-time research position at the Kabara Cancer Research Institute. As a result, this researcher plays a role in advancing global cancer research, contributing meaningful insights that help shape breast cancer treatment and care.

In addition to serving as an elite level sponsor for SOIP, the company hosts creative fundraisers throughout the year. In 2023 and 2024, for example, employees made donations to vote for which manager they wanted most to get a pie in the face. In 2025, a "bucket challenge" let staff contribute spare change to buckets labeled with managers' names. The more money raised in each bucket, the messier the outcome: $25 earned managers a whipped cream mustache, while $100 meant getting slimed.

A company that cares

For GPC's current leaders, supporting initiatives like SOIP is more than a corporate tradition - it's also deeply personal. Chad Mueller, the company's CEO, lost his mother, Linda, to breast cancer when he was just seven years old. "Experiencing the impact of serious medical issues firsthand helped me understand how deeply families are affected," he shares.

"Like many others in our community, support for breast cancer research, including SOIP, is near and dear to my heart."

In 2024, Chad's co-workers surprised him by making a donation to SOIP in honor of his mother, a gesture that moved him deeply and reinforced his pride in the team and the company. "Learning that GPC was being honored by the Foundation with the Outstanding Philanthropic Organization Award made me reflect on how grateful I am to work for a family and a company that continues to give back," he says. "We are all committed to making an ongoing positive impact because that is who we are."

The start of something special

Gundersen Medical Foundation recently celebrated the 20th anniversary of Steppin' Out in Pink (SOIP) - an incredible milestone made possible thanks to unprecedented support from individual community members and local businesses.

The idea for SOIP originated from Patty Brown, a community member receiving treatment for breast cancer. She shared this idea with her friend, Robyn Tanke, who was the director of Development at Gundersen Medical Foundation at the time.

Despite the enormity of the undertaking, the pair let their passion for raising awareness about breast cancer and funding cutting-edge research at the newly established Norma J. Vinger Center for Breast Care drive them forward.

"The whole idea was to keep everything about the event local," shares Robyn. "Our corporate sponsors like GPC, Festival Foods and Dahl Automotive - along with many others - were phenomenal. Their support has been central to the event's success from the beginning."

The opportunity to unite in support of those with breast cancer resonated so deeply with the community that Robyn and Patty's goal of drawing 500 walkers and raising $2,000 was easily surpassed. In fact, the response was so overwhelming that plans to make the walk an annual event began immediately. And the rest, as they say, is history - a truly amazing history!

Gundersen Medical Foundation has several funds for breast cancer research and patient support. You can contribute by making a gift to the Breast Cancer Fund.