Introducing Sugar River - a new brand with all the quality and value you expect from Gempler’s. Sugar River runs through the rolling country of southwestern Wisconsin, past farms and orchards where the work begins well before dawn, past little towns where hospitality and kindness are still the rule. Its gentle waters help bring fertility and plenty to the land, producing the fruits and vegetables, cheese and proteins that you’ll find on Saturdays at the farmer’s market on Madison’s Capitol Square, one of the largest and most festive in America. In summertime, kids spend their days fishing and tubing on the river. We’re proud to live and work here, and proud to name our new brand after this river that brings so much to our communities.