5 Surprising Secrets Of Badger Popcorn Madison, Wisconsin: From Fairgrounds To Concession King

Badger Popcorn & Concession Supply Co., a name synonymous with quintessential Wisconsin snacks, is far more than just a retail popcorn shop in Madison. As of December 2025, this third-generation, family-owned institution continues its decades-long legacy, not only delighting local customers with gourmet popcorn but also serving as the regional powerhouse for virtually every concession need imaginable, from Slush Puppie machines to Cotton Candy supplies. What many locals and visitors don't realize is the company's dual identity: a beloved, accessible local store and a massive business-to-business supplier that keeps fairs, cinemas, stadiums, and schools across the region stocked. This unique operational model, rooted in a history stretching back to the early 1940s, is the secret ingredient behind its enduring success and local legend status in Dane County.

The Unseen History and Profile of a Madison Institution

Badger Popcorn’s story is a classic American tale of entrepreneurship, starting with a simple popcorn wagon and evolving into a comprehensive concession supply empire. The roots of the business are deeply embedded in Wisconsin’s fairground culture, providing a rich, historical foundation for their modern operations.

• Company Name: Badger Popcorn & Concession Supply Co.
• Location: 2914 Latham Drive, Madison, WI 53713
• Founded: The current business was established in 1978.
• Historical Roots: The company's origins trace back to the early 1940s with founder Harvey O'Neil, who operated a popcorn wagon at fairs in Marshfield and Madison, Wisconsin.
• Ownership: Third-generation family business.
• Primary Business: Concession supply and equipment, including popcorn, gift tins, nachos, slushies, and cotton candy, alongside a direct-to-consumer retail store.
• Key Products/Flavors: Supreme Crunch, Cheesecorn, Caramel Corn, Triple Mix, White Cheddar, Caramel Cheesecorn Overload.
• Retail Hours: Monday - Thursday 8:30 am - 4:30 pm (Note: Hours are subject to change, customers should verify).

1. The Concession King: More Than Just a Popcorn Shop

For most Madison residents, Badger Popcorn is a go-to spot for a delicious snack. However, the vast majority of their operation is dedicated to the B2B sector, making them an essential, yet often unseen, pillar of the regional entertainment and events industry. They are the silent partner ensuring that your favorite local event has the necessary equipment and supplies.

The company provides a comprehensive catalog of concession supplies and equipment, which is where their true "concession king" status comes from. This includes everything from the raw materials to the machines themselves. Their expertise in this field is so deep that they also offer expert service and repair for most major brands of concession equipment, cementing their role as a one-stop-shop for businesses.

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A Full Spectrum of Concession Supplies

Their inventory extends far beyond the kernels and butter that made them famous. This wide range of products ensures they can supply nearly any venue, from a major UW-Madison sporting event to a small-town carnival or a school fundraiser. Key supply categories include:

• Popcorn Equipment and Supplies: Bulk popcorn seeds, Pop N Glaze, Glaze Pop flavors, and various popcorn kits.
• Gourmet Popcorn Ingredients: Specialized products like Cheddar Classic Paste, Corn Treat mixes, and a variety of savory and sweet flavorings.
• Other Concessions: Supplies for Nachos, Slush Puppie, Soft Pretzels, Caramel Apples, and Cotton Candy.

2. The Legendary Gourmet Popcorn Flavors of Dane County

While the business-to-business side is their bread and butter, the gourmet popcorn snacks are what keep the Madison community coming back. Badger Popcorn has mastered the art of the flavored kernel, offering a lineup of signature snacks that have become local legends and popular gift items, often packaged in their distinctive gift tins.

The company’s commitment to quality is evident in their most popular offerings, which utilize traditional methods like cooking caramel corn in real copper kettles for a rich, authentic flavor.

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The Must-Try Signature Flavors

Any visit to the Madison location is incomplete without sampling their most famous creations, which are perfect for a snack or for a Wisconsin-themed gift:

• Supreme Crunch: This is arguably their most celebrated creation. It’s a rich, decadent mix of tender popcorn combined with pecans and almonds that are "sugar roasted" in a secret butter toffee caramel recipe.
• Cheesecorn & White Cheddar: A staple of Wisconsin snacking, their Cheesecorn is a rich, savory option, often contrasted with the lighter, tangy flavor of their White Cheddar popcorn.
• Triple Mix: Also known as "Chicago Mix" in other regions, this is the perfect marriage of sweet and savory, combining their classic Cheesecorn and Caramel Corn in one bag.
• Caramel Cheesecorn Overload: For those who can't get enough of the sweet and salty combination, this flavor pushes the boundaries of the classic mix.
• Badger Buttered Popcorn: A classic, savory option that is "dripping with butter flavor," catering to the traditional popcorn purist.

3. The Friday Popcorn Ritual: A Retail Gem

Despite their primary focus on wholesale, Badger Popcorn maintains a welcoming retail presence at their Latham Drive location. This is where the company truly connects with the local Madison community, offering a unique and beloved weekly ritual: Free Popcorn Friday.

Every Friday, customers can stop by the store and enjoy free, freshly popped popcorn. More than just a simple snack, this is an interactive experience where patrons can experiment with different flavor seasonings provided by the store. This simple, generous gesture has helped maintain the company's status as a beloved local spot, fostering a sense of community and providing a delicious, budget-friendly treat for families and students alike.

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The retail area also serves as a showroom for their impressive selection of pre-packaged gourmet snacks and gift tins, making it an ideal stop for a quick indulgence or a thoughtful gift.

4. The Enduring Legacy and Family-Run Stability

In an era where small businesses often struggle to compete with large national chains, Badger Popcorn’s stability and longevity are remarkable. The company, which officially began its current iteration in 1978, has been successfully passed down through three generations of family ownership.

This deep history and family commitment provide an unparalleled level of expertise in the concession industry. The knowledge gained from Harvey O'Neil's early days operating a popcorn wagon in the 1940s, playing fairs in Marshfield and Madison, is still present in the company's operations today. This legacy ensures that whether you're buying a bag of Triple Mix or ordering a commercial popcorn machine, you are benefiting from nearly a century of accumulated popcorn wisdom.

The blend of old-school dedication to quality and modern concession technology is a hallmark of the company. Their ability to adapt—from a simple fairground wagon to a robust B2B and retail operation—demonstrates the resilience of Wisconsin’s entrepreneurial spirit.

5. Why Badger Popcorn Remains Essential to Wisconsin Events

Badger Popcorn's role in the region goes beyond mere commerce; they are a vital logistical partner for thousands of events. When a local school needs supplies for a fundraiser, a movie theater needs to restock its kernels, or a fair needs a new Sno-Kone machine, Badger Popcorn is the first call.

Their delivery and supply chain network is tailored to the unique needs of Wisconsin businesses, offering timely service and reliable products. This reliability is what allows them to maintain a strong presence across the state, ensuring that the authentic taste of Wisconsin fun—from Caramel Corn to Cotton Candy—is always available. Their status as a reliable, local supplier makes them an indispensable part of the state's vibrant event and entertainment landscape, a true Madison original that continues to pop.

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