How it all Began
It began in 2016, with a decision born of heartbreak, hope, and a deep desire to heal.
Craig Solverson, a fifth-generation farmer in the Driftless region of southwest Wisconsin, had watched both his father and grandfather suffer and ultimately die from Alzheimer’s. Determined to change the story—for himself, his family, and the growing number of people facing cognitive decline—he began researching natural ways to protect brain health.
That’s when he discovered the Aronia berry.
Native to North America and long valued by Indigenous cultures, Aronia berries are among the most polyphenol-rich fruits studied. Polyphenols are powerful antioxidants known to support the body’s natural defenses against oxidative stress—a process widely associated with aging and cognitive decline.
In USDA-published research, Aronia has been shown to contain significantly higher polyphenol levels—up to four times more than many commonly consumed berries. This exceptional antioxidant density is why Aronia has drawn growing scientific interest for its potential role in supporting long-term brain and overall health as part of a balanced, preventive lifestyle.
So Craig planted. No buyers, no clear market—just conviction. As his father’s health declined, and then after his passing in 2017, Craig kept going. Ten acres became twenty, then thirty. Each row of berries became a quiet act of faith—a wish for healing, planted with love.
In 2024, the mission expanded.
A remarkable reunion. Craig and former neighbor Dr. Tony Macasaet had grown up just yards apart on a Viroqua country road, shaped by the same lands long before their paths converged years later around a shared calling to heal.
Dr. Tony, cofounder of the beloved Viroqua Public Market, board-certified emergency physician, medical director and teacher, immediately saw in Craig’s work the potential to shift medicine more toward prevention—supporting people’s health before crisis hits.
Jody Kliscz, Army National Guard veteran and entrepreneur, committed land and animal advocate, brings a steady, service-driven mindset. Guided by discipline, integrity, and a passion for regenerative solutions, Jody helps translate values into daily practice.
Then came Carrie Branovan, a renowned brand architect and accomplished creative in the world of natural foods and design, to help bring the story—and this remedy—to those who need it most.
Today, more than six million Americans live with Alzheimer’s disease or other forms of dementia, and that number is projected to more than double by 2050. Behind each diagnosis is not just an individual, but families, caregivers, and communities carrying a growing emotional and physical burden.
We don’t claim these berries are a cure. We believe something quieter—and more foundational: that how we grow food, how we nourish ourselves, and how early we invest in health matters.
These berries were planted as an act of prevention, care, and responsibility—for those we love, for the caregivers and ultimately, for all of us.
This is Viroqua Aronia.
Meet the Berry Adventurous Team
The bold, heart-centered crew behind the bottle.
Craig Solverson
Dr. Tony Macasaet
Jody Kliscz
Carrie Branovan
What makes Aronia different?
Antioxidant Power
Cardiovascular Defense
Metabolic Support
Immune Modulator
Gut & Skin Health
Natural Detoxifier
As Featured on WXOW TV News
Watch our segment from 2025 highlighting our commitment to quality aronia berry products
Frequently Asked Questions
Find answers to common questions about our products and services
About these Legendary Berries
We typically recommend starting with 3 ounces of Aronia berry juice per day. Aronia is extremely nutrient-dense, rich in polyphenols, and contains beneficial fiber, so it’s best to introduce it gradually if your body is not accustomed to it. Please note, this suggested intake aligns with general best practices and may vary based on individual health needs. We encourage you to consult with a healthcare professional if you have any concerns or specific health conditions.
Once opened, juice in the glass bottles will stay fresh for at least two weeks if kept refrigerated. The bag in the box, nitrogen-purge containers will stay fresh for up to 4 to 6 weeks after opening.
Yes, please refrigerate the juice after opening. Before opening, it is shelf-stable and does not require refrigeration.
Our juice is truly unique because of the land and location where it is grown—it’s all about the terroir. This special character comes from our unique soil, climate, and the care we take with every step of the process. From berry to bottle, our juice is handled in its absolute full-strength glory, with no preservatives or additives—just pure Aronia. Our farming practices, including foliar feeding, probiotics, and other natural inputs, ensure healthy, robust berries with unparalleled flavor.
Family-owned and crafted, our juice boasts a superior taste that offers a hint of sweetness to balance the naturally bold tannins. The result is an incredibly unique mouthfeel that will make you a fan for life. People. Purple. Place
Our Aronia berries are grown in rich, fertile soils that benefit from the unique terroir of our region in Viroqua, Wisconsin, right on our family farms (and with trusted farm partners). We use only Midwest grown, family-farmer cultivated berries. And always will.
This area’s distinct combination of climate, soil composition, and sustainable farming practices creates ideal conditions for cultivating high-quality Aronia berries. We carefully manage every step—from nurturing the plants with natural inputs like probiotics and foliar feeding to harvesting at peak ripeness—to ensure that our berries offer exceptional taste and health benefits.
Our Aronia berry juice is not certified organic, but we go beyond standard practices to ensure exceptional quality and safety. We control every step of the process—from growing to bottling—and adhere to sustainable, environmentally-friendly methods. Since our families also drink this juice, we are deeply committed to its purity and integrity. In many ways, this dedication makes our practices “beyond organic.” Trust is at the heart of everything we do. We take great pride in earning the confidence of our customers by delivering a product we wholeheartedly stand behind, ensuring transparency, quality, and care at every step.
Our process begins right on the farm, with careful, hands-on cultivation by our farmer using methods refined over generations. From planting to harvest, the berries are nurtured with close attention to soil health, timing, and plant vitality.
At harvest, we use specialized equipment and our own commercial-grade cleaning line to thoroughly wash and prepare the berries. Once cleaned, the berries are placed into bins and frozen to preserve quality and enhance flavor.
Juicing and bottling take place just minutes away at the Viroqua Food Enterprise Center. There, our dedicated local team manages every step of production—from pressing and flash pasteurization to bottling, labeling, and shipping. We use flash pasteurization to ensure product safety while preserving nutrients and flavor.
Beyond production, we also handle marketing, design, logistics, and fulfillment in-house, allowing for exceptional quality control from soil to bottle. We maintain a retail presence through our partnership at the Viroqua Public Market, along with multiple direct retail partners.
Our online store has now shipped to virtually every state in the U.S. This end-to-end, locally rooted approach reflects our commitment to quality, transparency, and community-focused production.
Yes. There may be particulates in our juice, and we recommend shaking it vigorously before drinking! Our Aronia berry juice is handcrafted and cold-pressed, much like the juicing process you might use at home. We allow for a small amount of fine particulates, which are typically not very noticeable. Additionally, Aronia juice can sometimes form a syrup-like consistency—this is completely normal and not unhealthy! In fact, it often contains many of the juice's beneficial elements. Enjoy the full craft experience!
Firstly, Aronia berries are like precious gems, each cradling a cluster of seeds wrapped in the nurturing embrace of their deep, dark pigments. These rich hues not only offer vibrant beauty but serve as a protective shield, safeguarding the seeds within and ensuring their journey of life can continue, adapting and regenerating with each generation!
Aronia, scientific name Aronia melanocarpa, is a deciduous perennial shrub, meaning it lives for more than two years and produces fruit seasonally after reaching maturity. As a hardy plant, it is well-adapted to diverse climates and soil types, making it resilient to harsh weather and disease. Aronia prefers having a cold winter season! The shrub typically grows 3 to 8 feet tall and is characterized by clusters of white flowers in spring, followed by dark purple-to-black berries in late summer to early fall.
As a perennial shrub, Aronia aligns well with regenerative agriculture principles by promoting soil health, reducing erosion, sequestering carbon and enhancing biodiversity through its deep-rooted, low-impact growth cycle.
And approach goes beyond regenerative farming to encompass holistic regeneration—fostering ecological balance, community wellness, and a sustainable relationship between people, plants, and the environment.
Aronia berries have a storied history. They were documented by Lewis and Clark during their expedition and were commonly used by Native Americans in pemican, a nutrient-dense food made from dried meat, fat, and berries for sustenance on long journeys.
These hardy, deep purple berries thrive on the hillsides around Viroqua, where we have been cultivating acres of Aronia for several years. Our team at Viroqua Aronia Company has mastered every step of the process—from propagation and cultivation to harvest, cleaning, and production.
Our artisanal approach involves a unique foliar feeding technique, where the leaves are carefully sprayed with a composted nutrient mix, enhancing the vitality of the plants. It’s a hands-on, end-to-end process, infused with love, care, and attention to detail.
People often enjoy a small amount of our Aronia juice daily. The berries are incredibly versatile—they go wonderfully in smoothies, granola, cereal, and as a culinary ingredient. We’ve had the pleasure of collaborating with celebrated chef Odessa Piper, incorporating Aronia into creative dishes like rye aronia brownies!
The juice's bold and unique flavor, perfect over ice or as a base for sparkling beverages. It’s even found its way into cocktail/mocktail mixers, adding a tart, flavorful twist.
And it doesn’t stop there. The berries after pressing, aka the pomace, can be dried or powdered... and then used, for example, as a pour-over style hot beverage - added to coffee or as a coffee substitute.
At Viroqua Aronia, we’re proud to offer you the fruits of our labor—grown, harvested, and bottled right here in Viroqua. Taste the care, craftsmanship, and bold flavor in every sip!
Aronia berry juice offers a singularly unique and unforgettable flavor experience. Its deep, rich taste balances semi-sweet notes with a touch of tartness and tannins, creating an incredible fullness and smooth mouthfeel. While some describe it as a blend reminiscent of pomegranate and cranberry, others say it evokes hints of grape mixed with something like unicorn tears. The complexity of its profile makes it part of what we call the “berry adventurous” journey.
We suggest savoring a few ounces daily—enjoy it chilled, over ice, or as a bold addition to sparkling beverages or spirits.
Let the community know how you take yours!
Viroqua Aronia - People & Company
Our enterprise is proudly founded and led by a passionate team dedicated to leaving a positive, lasting impact. Viroqua Aronia Company is solely owned by a team of three, all calling Viroqua home.
Craig Solverson, is our founding fifth-generation Viroqua farmer and driving force behind our mission - the steadfast pioneer behind our journey, navigating the immense challenges and weighty considerations of cultivating Aronia—a resilient perennial plant. With a deep understanding of the intricate components needed for success, he persevered through every obstacle. Craig’s unwavering dedication and vision carried us through, leading to the creation of a thriving company that finally brings this extraordinary berry to the world.
Dr. Tony Macasaet, a decorated Emergency Physician and Medical Director and fanatic Localpreneur, co-founder of the beloved Viroqua Public Market, brings a lifetime commitment to health, wellness and community building to our work.
Jody Kliscz’s diverse background as a US Army National Guard veteran, former agent with child protective services, and a dynamic female entrepreneur brings a unique and powerful perspective to our team. Managing several small businesses, running a farm and horse rescue, experience launching numerous restaurants under her family's brand and boasting an impressive network of statewide business connections, Jody’s multifaceted expertise is invaluable.
Carrie Branovan is a brand strategist whose career has centered on translating purpose into practice. With deep experience guiding regenerative organizations and community-rooted brands (including formative work around the Organic Valley ecosystem), Carrie helps Viroqua Aronia align story, design, and lived experience—so the berry isn’t just sold, it’sfelt.
Together, our small team is fully committed to faithfully juicing the OG ultra berry—Aronia—and sharing its powerful benefits with the world. Through this beverage, we hope to foster ecstatic belonging for all that regularly drinketh.
Fun facts: Craig and Tony both grew up in Viroqua—on the very same street! Additionally, Tony and Jody are also founding members of a weekly improv healing jam session, called The Seedy Peeps.. Our roots run deep, and so does our dedication to culinary creativity and community!
From the manufacturer: "Our bags are free of Bisphenol A (BPA) additives, dibutyl phthalate, diethyl hexyl phthalate, and any other organo-phthalates"
At the moment, our Aronia juice ships within the United States of America only. Fresh, glass-bottled, cold-pressed juice turns out to be both precious and bureaucratic, and we’re committed to doing it right.
That said, our merchandise—shirts, hats, and other good Aronia-adjacent things—can be shipped to select international destinations, and we’re actively expanding that list as logistics and partners come online.
If you’re outside the U.S. and thinking, “This juice belongs in my country,” we agree in principle. Please reach out and tell us where you are. Knowing where the demand lives helps us prioritize regulatory pathways, distributors, and future expansion.
In short:
- Juice: USA only (for now)
- Merch: Select international shipping available
- Future: Very much in motion
Some stories travel faster than bottles. We’re working on both
Short answer: we’re grateful for the interest—but at this time, we’re fully funded and not actively seeking outside investors.
That said, we love that this question keeps coming up. It tells us people feel the heart of what we’re building.
As we grow, our focus remains on cultivating a resilient ecosystem around Aronia—supporting farmers, stewarding land, strengthening local economies, and creating products that genuinely nourish. We think in seasons, not quarters, and we prioritize long-term health over fast capital.
Looking ahead, when and if we do open pathways for broader participation, they will likely be purpose-driven and cooperative in nature, emphasizing stewardship, shared values, and real-world impact rather than traditional extractive models.
So while there’s nothing to invest in right now, we’re always happy to connect with people who are aligned, curious, and hopeful about regenerative futures. If this resonates, stay in touch. Good things grow best when relationships come first.
Absolutely! As we scale, we are actively exploring partnerships with more Aronia berry growers. Our highest vision is to build a cooperative network of like-minded family farmers dedicated to cultivating Aronia—a crop with the potential to become a defining cash crop of the Driftless Region. We believe that together, we can create a thriving, resilient community rooted in regenerative agriculture and mutual support.
Currently, we are in the discovery phase of how to grow and partner with other Farmers. Mostly in the brainstorming realm. But please do connect and we will keep you informed when things move forward.
Yes! 70% of the energy used to produce the juice at the Food Enterprise Center comes from solar!
Yes, our products are third-party tested free of heavy metals
We set out to make the best-tasting Aronia berry juice possible—full stop. Our farmer spent nearly a decade refining how Aronia is grown and handled, through brutal storms, freezing rain, and years with no clear market. Giving up was never an option.
We’ve tasted Aronia from around the world. In our opinion, what we’ve achieved here is different—and it comes down to intention, patience, and respect for the plant.
Some elements of our process are trade secrets, but the foundations are simple:
Aronia is a remarkable perennial that returns year after year, builds soil, traps carbon, and supports the surrounding ecosystem. Our plants are selected not just for productivity, but for flavor first. The hardiest, best-tasting berries are naturally favored, and the plants are tended with exceptional care.
We also treat the berries differently. Instead of aggressively over-pressing to maximize yield, we gently “coax” the juice out—more like a wine press than a typical juice operation. This preserves the delicate balance between tannins and sweetness, bitterness and brightness.
After harvest, we intentionally freeze the berries. While this may seem counterintuitive, research and experience show that freezing Aronia enhances both flavor and nutritional quality. It’s costly and time-intensive, but we do it because taste matters.
Our juice is then flash pasteurized for just seconds—long enough to ensure safety, while preserving flavor and nutrients. Immediately after bottling, we flash-cool to lock everything in.
In the field, we also apply a living probiotic foliar spray that the plants thrive on. This supports plant vitality and consistently increases sweetness and depth of flavor. Craig, our farmer, tends to this vital mixture, and the same way he tends to all of his crops.
Finally, Aronia is indigenous to this region. These plants belong here. We’re not forcing a crop into the land—we’re working with the natural ecosystem, blending ancient wisdom with modern regenerative farming.
All of this adds up to what we believe is one of the most unique culinary beverage experiences available—and, in our opinion, the best-tasting Aronia berry juice you’ll find anywhere.
Viroqua - The Place
The Driftless Region, with Viroqua at its heart, is a geological gem untouched by glaciers during the last Ice Age, resulting in its unique landscape of rolling hills, deep valleys, limestone outcroppings, and spring-fed streams. This area, unlike much of the Midwest, has not been flattened by glacial movement, preserving its rich biodiversity and fertile soil. For Viroqua Aronia Co., being situated in the Driftless Region is not just a geographical advantage; it defines our company’s essence. The pristine environment and exceptional growing conditions foster nutrient-rich Aronia berries, enhancing their superior flavor and health benefits. Our commitment to regenerative farming practices thrives in harmony with this diverse ecosystem, reflecting our values of sustainability, wellness, and deep-rooted community connection. The Driftless Region’s unmatched beauty and natural abundance inspire everything we do, making our products as extraordinary as the place they come from.
In everyday use, Viroqua is our hometown, in southwest Wisconsin, USA. Pop. ~5,000.
No doubt Viroqua is unique... literally: there is only one Viroqua on the planet Earth.
What does it mean? Short answer: nobody knows for sure—and that’s kind of the point.
Longer answer (the fun one): Viroqua is one of those names that slipped into history sideways and never bothered to explain itself. Some say it comes from an Indigenous word whose exact meaning has been softened, stretched, or lost with time. Others point out that Viroqua shows up as the name of a 19th-century steamboat cruising the Mississippi. There’s even a novel floating around with a character named Viroqua, as if the word itself wanted legs and a storyline.
So is it a place? Yes.
Is it a word with a clean dictionary definition? Not really.
Is it a vibe? Absolutely.
Viroqua feels less like a label and more like a state of mind: curious, slightly stubborn, deeply rooted, and quietly unwilling to be told what it’s supposed to be. It’s the kind of name that suggests movement (riverboats), stories (novels), and layers of meaning without ever pinning itself down. Truth here isn’t absent—it’s just shrouded, like good soil under leaves.
Which feels right. Because Viroqua the place has always been about living things: land that refused glaciers, people who refused sameness, and ideas that don’t like being over-processed. The name mirrors the town—mysterious, resilient, a little poetic, and better experienced than explained.
In other words, Viroqua doesn’t mean one thing.
It means you’re allowed to wonder.
Yes—very real. You can put it in your GPS, drive there, walk its streets, and drink something delicious while you’re at it.
Viroqua is a small town in southwest Wisconsin, tucked into a landscape that famously refused to be flattened by the last ice age. That means rolling hills, spring-fed valleys, winding creeks, and a sense that the land itself has opinions. People come for the food, the farms, the trails, the music, and then stay longer than planned because something about the place slows you down—in a good way.
At the same time (and this is where it gets interesting), Viroqua has a habit of feeling larger than it looks on a map. Visitors often describe it less as a destination and more as an experience: conversations that go a little deeper, meals that feel like gatherings, and a community that somehow balances independence with belonging.
So yes, Viroqua is absolutely a real, physical place you can visit.
But fair warning: many people arrive thinking they’re just passing through, and leave realizing they’ve brushed up against something harder to quantify—a rhythm, a feeling, maybe even a version of themselves that remembers how to slow down and pay attention.
Maps will get you here.
The rest tends to unfold on its own.
An Aronia-fueled adventure to Viroqua tends to slow people down in the best possible way. There’s just a bit more authenticity here. A bit more tenderness. Conversations linger. Food feels intentional. The land feels… present. If that’s what you’re craving, it’s absolutely worth the trip.
This is an example of how a visit here might look:
You might start your day with a deep purple pour of Aronia, then wander into town where the founders of Viroqua Aronia are often easy to find—especially at our longtime partner, the Viroqua Public Market (viroquapublicmarket.com). It’s part gathering place, part marketplace, part living room for the town.
Food is a big part of the experience. The Viroqua Food Co-op is quite literally one of the best small-town food co-ops in the land—no exaggeration. The Driftless Café is a must if you care about food that respects place and season. Wonderstate Coffee has become a favorite stop for thoughtful fuel and good conversation. There’s a long tail of other gems you’ll stumble into without trying.
For lodging, people often choose from numerous short-term rentals, or opt for something more classic like The Hotel Fortney. For larger, retreat-style gatherings—or if you’re looking for something deeper—Defiance Springs(defiancesprings.com) is closely associated with the Aronia world: land, quiet, movement, music, and the kind of reset that’s hard to schedule elsewhere.
A gentle warning we give everyone, lovingly and honestly:
Use caution. A surprising number of people who come to “check it out” end up thinking seriously about living here. Sometimes sooner than expected.
Viroqua is a real place.
But it’s also easy to love.
Aronia just seems to help people notice that faster.
