The Wisconsin cranberry industry, led by the Wisconsin State Cranberry Growers Association, continues to thrive amid challenging weather conditions and ongoing shifts in agricultural practices. Grant Holley, the Executive Director of the Wisconsin State Cranberry Growers Association, reflects on his experience and the resilience of the cranberry farming community as the 2024 cranberry season unfolds.
Wisconsin, which produces 61% of the nation’s cranberries and 30% of the world’s supply, has faced unique weather challenges this year. According to Holley, the season has been a rollercoaster. “We’ve experienced damage from hail, a warm winter, and a wet summer—it’s been the whole gamut for us,” he explained. Yet, despite these hurdles, the farmers’ adaptability shines through. “Farmers evolve and adapt to the weather as it comes, day by day. Luckily, they have the knowledge and experience to make it work.”
The unpredictable weather has raised concerns about the long-term impacts of climate change. “We worry about whether these huge swings in weather are going to become the norm. Climate change is something that growers are already paying close attention to,” Holley remarked.
Despite the challenges, Holley is optimistic about the future of the cranberry industry in Wisconsin. “There’s no doubt that we’ll continue to lead the nation in cranberry production. It’s the people and the community that drive our success,” he said. He also credited Wisconsin’s agricultural laws for their critical role in supporting cranberry growers. “Our state leaders understand the importance of agriculture. Wisconsin has some of the strongest policies in place that allow us to keep farming.”
Holley highlighted the significance of this year marking the 20th anniversary of the cranberry being named the state fruit of Wisconsin. “It’s more than just a designation. Cranberries are a representation of Wisconsin and its people. It’s the community—processors, growers, neighbors—that makes this industry so strong. This recognition is a testament to that.”
As Wisconsin farmers head into harvest, Holley reflected on the potential outcomes for the season. “At the start of the year, we thought we might be around 5 million barrels, and then maybe 4.9. Now, with the late-season heat helping the berries grow, we might even surpass 5 million. It’s anyone’s guess, but that’s agriculture for you.”
Looking ahead, Holley pointed out that workforce development and rural infrastructure remain key issues for the cranberry industry, along with sustainable water usage. “We need to focus on attracting people to rural areas and ensuring they can live and work there,” he noted. “Water usage is always a priority, but Wisconsin’s cranberry laws help protect our farmers, allowing them to utilize natural waters sustainably.”
As cranberries begin to hit store shelves, Holley encourages consumers to think beyond Thanksgiving. “Cranberries are versatile and can be enjoyed year-round. Whether it’s in a smoothie, on a steak with Wisconsin brie cheese, or in a sauce, cranberries are a wonderful addition to any dish.”
