Farm-fresh meats raised responsibly at Huhta Homestead
Big Guns Tattoo making a big impact in Fox Valley
January 5, 2026
RHINELANDER – Philanthropy in the business community takes many forms – from simple monetary donations or hole sponsorships at golf outings to contributions of goods and services for silent auctions, and even large-scale investments such as purchasing naming rights to building wings.
Regardless of the approach, each decision by business leaders aims to make a positive impact on the community.
President Brian Wendt said Rhinelander-based Superior Diesel has embraced this philosophy, developing a thoughtful strategy for giving back and building strong relationships in the cities where it operates.
Founded in northern Wisconsin in 1977, Wendt said the company has evolved into one of North America’s top providers of engine power solutions for off-highway equipment – focusing on John Deere and Rehlko (Kohler) diesel engines and Funk Drivetrain components.
Rather than limiting investments to simple monetary donations to various endeavors in its communities, Wendt said the company’s approach is more in line with the proverbial “teach a man to fish” approach.
Wendt said Superior Diesel is committed to supporting and uplifting its employees and the community, while also using its position to address community needs.
He said this approach benefits not only community members but also supports the company’s future work and overall health, creating a mutually beneficial, symbiotic relationship.
Investing in the future with educational partners
Wendt said the Superior Diesel team has worked to build strong relationships with technical schools and four-year colleges – including Nicolet College, the University of Wisconsin-Green Bay, -Superior, -Platteville and Michigan Tech – to provide internships, mentorships, scholarships and equipment donations.
Similar programs, he said, are in place at Superior Diesel’s facilities in Essex, Connecticut, and Seville, Ohio.
Wendt said the company also hosted an engineering experiences bootcamp, where young people and older adults with an interest in the engineering trade explored the field.
He said its purpose was to help participants determine whether they wanted to further explore engineering or pursue it as a future career.
With Rhinelander – home to just 8,200 residents – as its headquarters, and even smaller populations in its other office locations, Wendt said the company focuses on supporting key initiatives that positively impact and foster growth in each community where it operates.
That starts, he said, with relationship building.
“We come from small communities, and there’s a small pool of people to really pull from to obtain talent, so we felt we needed to create those connections with the tech colleges and other institutions to really look at how [we] create programs that are going to benefit people [who] could potentially come to work for us,” he said.
Wendt said Superior Diesel’s mission is to develop its people, which in turn strengthens the business and secures its long-term success in the industry.
“Because I’m here today doesn’t mean I’m going to be here tomorrow,” he said. “So, if we’re going to create that succession, we felt that we needed to make those connections to continue to entice people to come to work for us, or to continue to create opportunities for people in the area.”
Wendt said Superior Diesel has intentionally built similar relationships with local high schools, including Rhinelander and Three Lakes in Wisconsin, as well as schools in Ohio and Connecticut.
Beyond donating to the Fab Labs at both Wisconsin high schools, he said the company also engages students through programs like Partners in Education.
Wendt said company leadership believes it’s about more than simply giving scholarships – learning firsthand there is a real benefit to investing in the whole person.
“I was fortunate enough to be given an opportunity to work for Superior Diesel [more than] 30 years ago, where I was given opportunities to do things I quite frankly thought I was not capable of,” he said. “I believe a person is capable of doing whatever they want, as long as they have the right attitude, are teachable, want to learn and are motivated to progress.”
Developing people = business longevity
Wendt said the emphasis on building relationships with community members and partners is partly rooted in his upbringing.
The second-generation company leader said he was exposed to different leadership styles and mentors who shaped his work ethic over time.
Wendt said the value of people in the workplace has been emphasized throughout his career.
“We can’t do the things that we do in business with a small, core group of people, or just one person…,” he said. “Our purpose is to develop people, to develop the business. The more they know about the business, the better opportunities they have to grow within the business and have a greater impact in the business.”
By building strong community connections, Wendt said the company can continue drawing people in to experience its offerings.
“[We can] continue to build those relationships so we can create opportunities for people, whether it’s in our business or in another successful business in the area,” he said.
Wendt said there are many excellent opportunities in the trades, and he wants community members to be aware of them.
Supporting internships and mentoring programs, he said, helps high school, college and adult learners see what’s possible.
“We started an internship program here where we essentially run interns through each department for two weeks, so we have sales and engineering and product support, manufacturing and finance and procurement,” he said. “When they’re done with that, if they still have additional time, they can choose the department they want to work [in] further.”
Wendt said Superior Diesel has partnered with Nicolet College to offer a credited summer experience and worked with Partners in Education to guide students interested in the trades through mock interviews, giving them insight into local career opportunities.
He said the company maintains similar programs with technical colleges in Ohio and Connecticut as well.
As the company expands into Canada, Wendt said they aim to implement comparable programs in the new region.
“It’s important to have those connections, to not only provide those [programs with] that financial support but also provide additional support with people partaking in particular programs,” he said.
Many students, Wendt said, are unaware of the opportunities available in their own communities and often feel that finding a good job requires leaving town.
“There [are] some young people [who] have aspirations to go on and attend college or follow a career path that they’ve set for themselves, but there’s a lot of young people who just don’t know what they want to do,” he said. “So, being able to have a business here helps us give those opportunities to some people [who] might come and work with us and get exposed to what we have to offer.”
Though some may still choose to leave – “and that’s okay” – Wendt said the program serves as a way for students to learn about the opportunities available right in the Northwoods.
Supporting communities that support Superior Diesel
Wendt said the company focuses on supporting community initiatives that benefit the greatest number of people.
In addition to fostering intentional community relationships, he said Superior Diesel also relies on employees to recommend causes that matter to them.
In the past, Wendt said this has included donations to community needs identified through the Rhinelander Community Foundation, as well as support for organizations such as the Tri-County Council on Domestic Violence and Sexual Assault, Headwaters, Inc., the Hodag Schools Foundation, the Hodag Dome, the Hodag Park Splash Pad and A Day for Nicolet – all initiatives that make a meaningful impact in the community.
“Again, [we’re] trying to better the community for the greater good of more people,” he said.
Whether through internships, partnerships or financial contributions, Wendt said Superior Diesel’s ownership team feels a strong responsibility to support the communities where they live and work.
As the business has grown, Wendt said it is responsible not only to its employees but also to their families, customers, suppliers, partners and the communities that support it.
“This business is going to be in existence long beyond our involvement,” he said. “It’s really looking at how you provide that longevity, keep that business going in the long term and develop those future leaders [who] are going to take this business further and farther than where it is today.”
Wendt said there are team members who aspire to advance and develop their careers within the company.
“If we want to retain them and give them opportunities to grow here, they’re the ones [who] are going to take the business to the next level, which is what our ownership is looking at,” he said. “[It’s] creating that succession to keep this business going long beyond us even being involved.”
Visit sdiesel.com for more information.
