Tom Lochner, executive director of the Wisconsin State Cranberry Growers Association, told The Produce News that between 55 percent and 60 percent of the nation's crop is produced in the state.

"We have about 235 growers and about 275 cranberry farms," said Mr. Lochner. "Cranberry farms encompass about 21,000 acres, and we project harvesting about 20,000 acres this year."

The remaining acreage is in a renovation process or hasn't yet come into production.

Mr. Lochner noted an interesting fact: cranberries are one of only three fresh produce items that are indigenous to North America. The other two are blueberries and Concord grapes.

The most recent U.S. Department of Agriculture cranberry crop report, issued Aug. 15, showed that Wisconsin was expected to have 4.5 million 100-pound barrels this year.

"But the Cranberry Marketing Committee's projections that were released in late August, show Wisconsin at between 4.3 [million] and 4.4 million 100-pound barrels," said Mr. Lochner. "The state's crop this year is about average. The national projection is estimated at between 7.2 [million] and 7.68 million 100-pound barrels."

WSCGA is a member-based organization designed to cultivate Wisconsin's cranberry industry and support its growers through useful educational resources, responsible environmental stewardship, sound governmental policies and effective public communications.

Founded in 1887, WSCGA is committed to developing and implementing programs that assist growers in doing a better job of growing cranberries and strengthening public support for cranberry growing in the state.

"We also provide public policy representation as an advocate for the growers," said Mr. Lochner. "There is also a Wisconsin Cranberry Board, which is a state marketing order. WSCGA provides administrative services and supports research proposals for that organization."

He also explained that cranberry crops, just like any other fresh produce crop, can face a number of challenges. Because the winter months in the state are so cold, insect and disease issues are generally not a problem. Because cranberries grow in low-level marshes, growers have to use irrigation when there are frost warnings.

"This unusually warm year was proof that our growers are highly adapted in pest management," said Mr. Lochner. "We do periodic surveys, and they are indicating that we're managing such issues well. Weeds are also sometimes a concern, but growers are really good at keeping them under control."

Mr. Lochner said that dried cranberries have really taken off in recent years, resulting in a couple of positive things for the domestic markets. But the increase in popularity has also benefited the export side of the business.

"Recent statistics show that a decade ago we were exporting about 10 percent of our total crop, and last year we exported about 30 percent," he said. "Because they are shelf stable, we can ship cranberries overseas to companies that use them in prepared products.

"The fresh fruit side of the market is still a relatively small portion of the overall U.S. crop," he continued. "Sales last year were 7.8 million 100-pound barrels, and only about 300,000 barrels went to the fresh market."

Historically, he added, people just don't want to bother with cooking fresh cranberries when canned or other prepared options are so easy to use, and the high demand for value-added products is a testament to this fact.

But cranberries also suffered a reputation jolt in the mid- to late 1950s when a report was released that a carcinogen in cranberries could cause cancer.

"Of course, it turned out to be totally untrue," said Mr. Lochner, "but by then the damage had been done. The industry reacted by trying to diversify in ways that would overcome the problem, so they developed a juice."

Cranberry juice helped to put cranberries back in consumers' grocery carts, and the item got an extra boost when media venues began reporting about the potential urinary tract benefits of cranberry juice.

Cranberries produced for the fresh market are grown and handled entirely different than those destined for processing, Mr. Lochner noted.

"We have about 12 growers in Wisconsin today who are producing cranberries for the fresh market," said Mr. Lochner. "The fresh market gets its big push two weeks before Thanksgiving and a week or so before Christmas. Canadians celebrate their Thanksgiving a little earlier than we do in the United State, so there's also an uptick then. But by the time Christmas comes around, the fresh market is just about over."