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Gussel Distributing originated with this unheated, one car garage serving as the warehouse and a 1938 Desoto utilized as a delivery truck.

Gross profit for the first week of business was $26.00. The following year a station wagon was purchased for delivery and the warehouse expanded to include an office. Bud's mother Julie, handled the secretarial duties and his wife, Joyce, waited on customers during the day and helped him fill orders at night.

Pictured beside the Desoto is Bud's wife, Joyce, and son David.


Gussel Distributing made the purchase of eighteen cigarette machines and thus began what we know today as "Vacationland Vendors".

The early cigarette machines didn't take pennies, of course, and the price of a pack of cigarettes was 23 cents. So the customer would put in a quarter, get cigarettes with two pennies inserted in the pack. This tedious job was handled by Joyce.

In 1956, Gussel Distributing outgrew the small garage and moved to a building on Superior Street in Wisconsin Dells .

As the company continued to grow, it became necessary to find a larger building. In 1962, Gussel Distributing made its new home on Broadway, the main street in Wisconsin Dells. Key employees were Helen Koepcke, George Thompson and Joe Smith.

Bud is shown here displaying his product line at a local trade show. Although these shows required much preparation and work, Bud generated additional business and had the opportunity to meet new, prospective customers.

Pictured from left to right: Herb Cone, Art Gibson, George Thompson, Pat Jagoe and Bud Gussel. Our warehouse crew started from these 5 hard working men.

The business moved to the present facility on Pioneer Road in 1970 and structural enlargements have been made annually. A business which operated out of a one car garage has grown to a combined warehouse, office and vending area of over 80,000 square feet.

Today, Holiday Wholesale services most of Wisconsin and the southern portion of the UP of Michigan with confections, tobacco products, paper goods, chemicals and food products.