THE URBAN MYTH THATBlain’s Farm & Fleet and Mills Fleet Farm originated from the same family is almost as deeply embedded in Wisconsin culture as the stores themselves – almost. Fleet Farm’s first location in Marshfield, Wisconsin Photo courtesy of Fleet Farm It’s a fun story, right? But it’s not the truth. Over the decades, their competing stores expanded across Wisconsin, deepening their bitter rivalry into a blood feud of biblical proportions.

The business was split in two: Mills Fleet Farm and Blain’s Farm & Fleet.Īnd never again did the two men speak. Whatever it was, the result was undeniable – a bitter family fight like no other. Others say it was personal – a girlfriend stolen, one too many cutting remarks or social slights. What was the straw that broke this particular camel’s back? Some say it was a business disagreement – the division of profits, where to open new locations. But in the midst of their success, a rivalry between the brothers grew worse with each passing day. The spot did good business and drew customers from miles around, and soon they were opening new branches.

They decided to start a store selling supplies to their fellow farmers wholesale and at a competitive rate. One went by the name of Blain, the other Mills – and they had a killer idea. In midcentury Wisconsin, two brothers of hearty Midwestern farmer stock were setting out to make their mark on the world.

Blain's farm and fleet golden harvest