I love the idea of shopping and eating locally. I love whole, fresh, sustainable food. I am mindful where I spend my shopping dollars. My family is restricted to a wheat-free diet and the Viroqua Co-op helps support that with many wheat- and gluten-free options available. It is a bright, clean, cheery, and very well-organized establishment. If not for the actual people (employees and fellow shoppers alike) I would absolutely adore this place. Of course it’s not everyone, but nearly half the in-store encounters I’ve experienced over the past few months have given me pause and caused me to question if I truly want to shop here. I don’t know if it’s stress or entitlement or indifference or what, but it’s off-putting and sad. Hopefully this review encourages anyone who might stop in and leave wondering “Wow, what just happened, is it me?” I’m guessing it’s not - and you’re not alone.