Norman L. Gillette, Sr., was born in 1906 in Genoa, Wisconsin. His father centered the family’s life around the Mississippi River. His commercial fishing business gave Norm his first lessons in marketing and business, including when and to whom to sell the 100,000 pounds of fish they would harvest at a time.

He took the business sense he gained from his father and night courses at the La Crosse Business College and applied it to a number of successful businesses, including Pure Oil, a bulk oil company. He convinced customers to make the switch from Standard Oil to Pure Oil with an attractive package that allowed them to own their own stations instead of lease them. In 1936, there was Oranj Gold, a bottled orange juice product that involved family members squeezing oranges in the early morning on summer.

The following year, Gillette happened into his most successful enterprise. A Winona, Minnesota grocer sold him the franchise for Pepsi-Cola if he would buy the shelving and crates for $1,200.00. He did and since that time he parlayed that Pepsi-Cola Bottling Company into franchises in La Crosse, Rochester, Mankato, and a warehouse operation in Decorah, Iowa. He then added the 7-Up and Dr. Pepper franchise for southeastern Minnesota. The company now serves 1.2 million people in Wisconsin, Minnesota, and Iowa.

Business success is one thing, but sharing what he has gained with others is another. Over the years, Gillette has supported many organizations.

His first major gift was giving Gundersen Clinic the state’s second kidney dialysis center in 1966. That center now serves dozens of patients. He also has given more than $1 million for medical research to Gundersen Medical Foundation. In 1992, he donated $1 million to the La Crosse Community Foundation to establish the Norman L. Gillette, Sr., Family Fund, which supports a wide range of community projects.

Gillette also has been a good friend of the Boys’ and Girls’ Club of Greater La Crosse. Over the years, he has provided scholarships to needy kids and making other significant gifts.



Clearly, he has made a difference in the La Crosse area. Gillette puts it more simply: “I just wanted to give back to the community.”