MADISON – Gov. Tony Evers on Friday issued an order barring price gouging on essentials and lodging in areas of Wisconsin hit last month by severe storms including an EF-3 tornado that tore through the Fox Cities.
The order declares a “period of abnormal economic disruption” in Outagamie, Winnebago, Forest and Vilas counties and directs the state Department of Agriculture, Trade and Consumer Protection to enforce the state law that prohibits charging “unreasonably excessive prices” during such periods.
DATCP is responsible under the law for determining whether a price is reasonably excessive, which, according to the agency, would be “15% higher than the seller’s highest price within the last 60 days preceding the emergency” without a corresponding cost increase to the seller.
“Folks who’ve just lost their family homes and businesses shouldn’t have to worry about paying outrageous prices for simple necessities like a place to sleep, food to eat, or any other everyday essentials,” Evers said in a statement.
“My administration and I continue to work with local leaders in the Fox Cities and surrounding areas as folks and families begin to rebuild their homes, businesses, schools, and communities. For the communities that are struggling, this declaration ensures that our state agencies can use whatever tools at their disposal, including cracking down on price gouging on everyday necessities, to help folks get back on their feet.”
Damage assessments from the July 27 storm continue, with much of the worst effects concentrated in Menasha, along the northwest side of Lake Winnebago.
As of Aug. 6, Winnebago County had reported 34 structures completely destroyed and 244 with major damage. The county counted 735 structures with minor damage and another 147 affected in other ways.
In Outagamie County, officials reported one business destroyed. Structures with major damage included 13 businesses, eight single-family homes and three multi-family homes. Three-hundred single-family homes reported minor damage, along with 50 multi-family homes and 35 businesses.
After they have completed their preliminary damage assessments, local officials will send reports to the governor’s office, and Evers may submit a disaster declaration request to the federal government.
Wisconsin has requested federal disaster aid several times over the last year, including to address the 100-year flooding that hit the Milwaukee area a year ago. President Donald Trump has fulfilled some, but not all, of those requests.
Gov. Evers appeals denial of federal money for April storms, flodding
Evers also announced on Friday he has appealed the Federal Emergency Management Agency’s denial of funds for four county governments hit by severe storms, tornadoes and flooding in April.
The governor pledged to do so last month, saying the president is “playing politics” with disaster relief.
Bayfield, Manitowoc, Marathon and Racine weren’t denied funds for Individual Assistance, which helps individuals and families with disaster-related costs, but were rejected for Public Assistance dollars that help local governments recover from infrastructure damage.
“From destroyed roads to flood-damaged public buildings, utilities, businesses, and homes, Wisconsinites have been left in the lurch – again – by the Trump Administration’s baseless denial of FEMA assistance, which, at a time when our state is seeing more severe weather events than ever, is becoming a concerning pattern,” Evers said.
The federal government similarly approved disaster aid for homeowners and businesses after the August 2025 floods, but did not approve it for damage to roads, bridges and other public infrastructure.
In response to previous questions raised about the denial of public assistance, White House Deputy Press Secretary Abigail Jackson has said President Donald Trump provides a “more thorough” review of disaster declaration requests and responds to each with “great care and consideration” to ensure tax dollars are used efficiently.
Jessie Opoien can be reached at jessie.opoien@jrn.com.
This article originally appeared on Milwaukee Journal Sentinel: Evers bars price gouging in counties slammed by July storms
Reporting by Jessie Opoien, Milwaukee Journal Sentinel / Milwaukee Journal Sentinel
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By Jessie Opoien, Milwaukee Journal Sentinel | USA TODAY Network
