Roger Wiff, a longtime electric cooperative leader whose dedication to the cooperative movement spans more than three decades, has been named the 2026 recipient of WECA’s Ally of Cooperative Electrification (ACE) Award, the association's highest honor.
The award recognizes individuals whose exceptional leadership, service, and commitment have made a lasting impact on Wisconsin's electric cooperatives. Wiff's contributions extend well beyond his home cooperative, Pierce Pepin Cooperative Services, where he served on the board of directors for 26 years, including 23 years as chairman.
Wiff first joined the Pierce Pepin board in 1989, serving until 2003, and returned in 2012, serving until 2024. During those years, he helped guide the cooperative through significant organizational and management changes while championing the cooperative business model.
“Roger has shown an uncommon dedication towards both local and statewide electric cooperatives,” wrote Pierce Pepin Board Chairman Brian Bergseng in support of his nomination. “Roger has helped to lead the transition through multiple business and management changes and has always been the person that we would look to lead the cooperative.”
Pierce Pepin President and CEO Nate Boettcher credited Wiff with helping guide the cooperative through significant changes while maintaining a strong commitment to cooperative principles.
“Roger embodies the cooperative principles, and he has always treated his role as board member as a place of privilege, not a right,” Boettcher wrote in his nomination letter.
Boettcher also recalled how Wiff helped him adjust to his leadership role when he arrived at Pierce Pepin, describing a relationship that grew into a lasting friendship.
“He has always been a mentor, he's challenged me to be a better leader, he's made me laugh, and he's made me think,” Boettcher wrote.
Wiff's leadership also extended statewide through service on the WECA Board of Directors from 2019 to 2024 and the RESCO Board from 2017 to 2024. He was, and still is, an enthusiastic advocate for cooperative political engagement, serving as a representative for WECA's political action committee, formerly ACRE, from 2021 to 2025.
A familiar presence at WECA Education and Lobby Days and NRECA Legislative Conferences, Wiff was known for his ability to connect with lawmakers, communicate the concerns of rural electric cooperatives, and encourage others to become involved in advocacy efforts.
“Roger was always a champion at WECA Education and Lobby Days and the NRECA Legislative Conference,” wrote Charity Lubich, Pierce Pepin's vice president of member relations and human resources. “He looked forward to the legislative meetings and never shied away from discussing the topics at hand.”
Lubich noted that Wiff combined a thorough understanding of cooperative issues with an approachable leadership style, often using humor to make his point and encourage participation.
“He was well spoken and could be very serious or use his humor to get a point across,” she wrote.
Colleagues describe Wiff as a thoughtful, well-prepared leader who embraced new ideas and understood the importance of preparing cooperatives for the future. He consistently took time to study materials from WECA, Dairyland Power Cooperative, and NRECA, ensuring he was informed on issues before the board.
Bergseng praised Wiff's ability to lead without a personal agenda while remaining receptive to new information and ideas.
Even after reaching his term limit on the Pierce Pepin board in 2024, Wiff remained actively involved. He has helped conduct director candidate interest sessions and assisted in onboarding five new directors, sharing his extensive knowledge and experience with the next generation of cooperative leaders.
“The dedication of Roger Wiff to the cooperatives is unmatched in my experience,” Lubich wrote. “He truly shows a passion for the cooperatives, the people and the difference we can all make.”
A longtime Spring Valley-area business owner, Wiff also served in leadership roles with the Pierce County Farm Bureau, Pierce County Economic Development Corporation, and local church organizations.
Throughout his cooperative career, Wiff demonstrated a commitment to continuing education, earning NRECA's Credentialed Cooperative Director, Board Leadership, and Director Gold credentials.
Those who have worked alongside Wiff frequently point to his sense of humor, willingness to mentor others, and genuine passion for the cooperative mission as qualities that distinguish his leadership.
“His impact on our cooperative community over the last two decades of leadership is immense and he is incredibly deserving of the ACE award,” Bergseng wrote.
WECA will officially present the ACE award during the awards banquet at the 2026 Annual Meeting which takes place in Green Bay November 10-12.