The story of Wood Sales & Service begins in June of 1964 with a life-changing event that would ultimately lay the foundation for a lasting family legacy.
In June of 1964, Victor Wood was involved in a serious work accident at Camp McCoy that left him permanently disabled. As a result of his injuries, he was forced to retire from his position. At the time, Victor was also farming in the Town of Franklin near Melrose, Wisconsin, and was actively involved in the logging industry. Because of his disability, he had to step away not only from his job, but also from the farm he owned and the logging work he depended on.
After selling his farm in the Town of Franklin, Victor purchased an 80-acre farm just outside of Black River Falls. With three children still at home, he knew he had to find another source of income to support his family. Retirement was not an option in his mind — it was simply a turning point.
In the years immediately following the accident, Victor explored various opportunities. He conducted community auctions and pursued different ventures while searching for something sustainable. Then, in December of 1967, he made a decision that would change everything — he purchased his first chainsaws to sell. The brand was Lombard.
Victor set up shop in his two-car garage and began this new adventure. Drawing from his experience in farming and logging, he understood what equipment needed to withstand in the field. It didn’t take long for him to realize that the Lombard product line did not meet his expectations for durability. Through the suggestion of a local forester, Victor was introduced to the Stihl product line.
On July 5, 1968, Victor sold his first Stihl chainsaw. That first year, he sold approximately 32 units. Thanks to his reputation and experience in the logging community, word spread quickly. Customers trusted his knowledge and appreciated dealing with someone who understood their needs firsthand. Sales steadily increased.
As the business grew, so did its challenges. In 1970, the shop was broken into twice. Determined to protect his growing inventory and investment, Victor built a dedicated shop attached to the end of his residence. This provided better security and the convenience of operating the business directly from home.
Growth continued, and by 1974 the business had outgrown its home-based location. Victor purchased commercial property just a half mile away on Highway 54 in Black River Falls. A new 50 x 100-foot building was constructed, and on August 19, 1975, Wood Sales & Service officially opened at its new location.
From the beginning, Wood Sales & Service was truly a family operation.
Victor’s wife, Josie, was instrumental in the success of the business. She managed the bookkeeping and worked the sales counter, providing organization, stability, and a welcoming presence for customers. Victor personally trained his two sons, Harvey and Jeff, teaching them how to repair and service chainsaws and small engines. Their hands-on training laid the foundation for a strong service department and a reputation for dependable repair work. The youngest child, Kathy, worked alongside her mother at the sales counter, contributing to the warm, family-oriented atmosphere that customers appreciated.
Victor’s drive and passion for success pushed the business to expand steadily over the years. What began in a two-car garage eventually developed — in stages — into approximately 20,000 square feet of retail and warehouse space.
As the facility grew, so did the product offerings. In addition to chainsaws, the company expanded into wood heating equipment, lawn and garden equipment, snowmobiles, and even used vehicles. Victor became well known for his willingness to trade for “almost anything.”
His personality and business style were captured perfectly during a television commercial when he enthusiastically declared:
“Come trade with us — we’ll wheel, we’ll deal, we’ll trade, we’ll dicker — because we’re the ‘Wildest Traders in the Midwest!’”
The slogan stuck, and for years Wood Sales & Service became widely known as “The Wildest Traders in the Midwest.” Customers didn’t just come to purchase equipment — they came for the experience. Negotiating was fun. Trading was part of the culture. Victor’s charisma, energy, and humor made every visit memorable. Together, Victor and Josie made an incredible team and left a lasting impression on the community.
In the early 1980s, Victor sold his interest in the business to his two sons, Harvey and Jeff. Having grown up in the business and trained by their father, they continued operating and building upon the strong reputation that had been established. In 1998, Harvey became the sole owner.
Under Harvey’s leadership, the company has remained committed to its founding values — integrity, strong customer relationships, quality products, and dependable service. Many of the same trusted brands remain central to the business today, including Stihl, which has been carried since 1968. Over the years, additional product lines have been added, including Cub Cadet, Toro, Altoz, KIOTI and Yanmar Compact Tractors, Vallee Forestry Equipment, and Ironcraft Attachments — all supported by a knowledgeable parts and service department.
Today, Harvey and his wife Diane own and operate Wood Sales & Service, continuing the same style of partnership that Victor and Josie modeled decades earlier. Their teamwork reflects the same family-centered values that have defined the business from the beginning.
In recent years, the third generation has stepped forward. Their son Jason has joined the team, bringing with him a background in forestry, soils, and mechanical expertise. His knowledge and dedication help ensure that the tradition continues while positioning the company for the future.
What began in 1967 as a small operation in a two-car garage has grown into a thriving business employing 10 dedicated team members. Each employee plays an important role in upholding the company’s philosophy of quality products, dependable service, fair dealing, and strong community relationships.
From a life-altering accident in 1964…
to becoming the “Wildest Traders in the Midwest”…
to a third generation carrying the torch forward —
Wood Sales & Service remains proud to be a family-owned business serving Black River Falls and the surrounding communities for over 60 years.