Member Highlight: Vincent Rice, Summit Credit Union

Supporting Wisconsin’s Natural Product Businesses—One Conversation at a Time

For Vincent Rice, Vice President at Summit Credit Union, joining the Naturally Wisconsin Advisory Committee felt like a natural next step. “As a financial institution with deep Wisconsin roots, it just made sense,” he says. “The natural and organic food industry is such an important part of Wisconsin’s identity—and so is Summit. The two should be working together.”

That belief drives Vincent’s involvement with Naturally Wisconsin and Summit’s approach to supporting small business owners. As he puts it, “We need to learn what business owners in this space need so we can develop products and services that truly support them.”

For Vincent, that means listening first. Through his engagement with Naturally Wisconsin members, he’s had honest conversations about what’s working—and what’s not—when it comes to accessing financial support. He’s noticed that while many entrepreneurs express interest in financing help, some hesitate to take the next step. “We’re not trying to hold anyone’s feet to the fire,” he says. “We just want to understand their needs and figure out how to help. But to do that, we’ve got to have the conversation.”

That open-door approach is core to Summit’s philosophy. “We’re not a big, national bank that expects you to show up with a polished presentation,” Vincent says. “Our lenders are neighborhood-focused people. We want to meet you wherever you are—whether you’re just refining your business model or you’re ready to scale your own production.”

Vincent’s message to food and natural product entrepreneurs is simple: Don’t be afraid to reach out. “Even if you’re not sure you’re ready, come talk to us,” he says. “We can help you understand what information you’ll need and what steps to take to get there. The more we talk, the better we can design solutions that work for you.”

As Naturally Wisconsin continues to connect businesses and resources across the state, Vincent sees these conversations as the foundation for growth. “It’s all about partnership,” he says. “If we can build understanding between lenders and business owners, we can strengthen this industry together.”