NORTHLAND CRANBERRIES INC /WI/
S-4, 1996-07-22
AGRICULTURAL PRODUCTION-CROPS
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      As filed with the Securities and Exchange Commission on July 22, 1996
                                            Registration No. 333-            

                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549
                               ___________________

                                    FORM S-4
                             REGISTRATION STATEMENT
                                      Under
                           THE SECURITIES ACT OF 1933
                               ___________________

                           NORTHLAND CRANBERRIES, INC.
             (Exact name of registrant as specified in its charter)

       Wisconsin                    0171                     39-1583759
       (State of        (Primary Standard Industrial      (I.R.S. Employer
     incorporation)      Classification Code Number)     Identification No.)

                             800 First Avenue South
                        Wisconsin Rapids, Wisconsin 54494
                                 (715) 424-4444
               (Address, including zip code, and telephone number,
        including area code, of registrant's principal executive offices)
                             _______________________

                                 John A. Pazurek
                      Vice President-Finance and Treasurer
                           Northland Cranberries, Inc.
                             800 First Avenue South
                        Wisconsin Rapids, Wisconsin 54494
                                 (715) 424-4444
                            Facsimile (715) 422-6800
            (Name, address, including zip code, and telephone number,
                   including area code, of agent for service)
                            _________________________
                                    Copy to:
                              Steven R. Barth, Esq
                                 Foley & Lardner
                            777 East Wisconsin Avenue
                           Milwaukee, Wisconsin 53202
                                 (414) 297-5662
                           Facsimile:  (414) 297-4998

   Approximate date of commencement of proposed sale to the public:  As soon
   as practicable after the effective date of this Registration Statement.

        If the securities being registered on this Form are offered in
   connection with the formation of a holding company and there is compliance
   with General Instruction G, check the following box [_]

                         CALCULATION OF REGISTRATION FEE
                                        Proposed    Proposed
       Title of Each                    Maximum     Maximum
         Class of                       Offering   Aggregate     Amount of
     Securities to be   Amount to be   Price per    Offering   Registration
        Registered      Registered(1)   Share(2)    Price(2)        Fee
    Class A Common
    Stock, $.01 par
    value . . . . . .      500,000      $28.125   $14,062,500     $4,850

   (1)  The Company's Board of Directors declared a two-for-one stock split
        to be effected in the form of a 100% stock dividend to be distributed
        on September 3, 1996 to holders of Class A Common Stock of record at
        the close of business on August 15, 1996.  On the date of such
        distribution, the amount to be registered hereunder will increase
        from 500,000 shares to 1,000,000 shares.
   (2)  Estimated solely for the purpose of calculating the registration fee
        pursuant to Rule 457(c) and based on the average high and low sales
        prices of the Class A Common Stock reported by the Nasdaq National
        Market on July 18, 1996.
                            _________________________

        If any of the securities being registered on this form are to be
   offered on a delayed or continuous basis pursuant to Rule 415 under the
   Securities Act of 1933, check the following box.    [X]
                            _________________________

        The Registrant hereby amends this Registration Statement on such date
   or dates as may be necessary to delay its effective date until the
   Registrant shall file a further amendment which specifically states that
   this Registration Statement shall thereafter become effective in
   accordance with Section 8(a) of the Securities Act of 1933 or until the
   Registration Statement shall become effective on such date as the
   Commission, acting pursuant to said Section 8(a), may determine.

   <PAGE>
                           NORTHLAND CRANBERRIES, INC.
                         FORM S-4 REGISTRATION STATEMENT

                              CROSS REFERENCE SHEET

           (Pursuant to item 501(b) of Regulation S-K, showing the
   location in the Prospectus of the information required to be included
           therein in response to the Items of Part I of Form S-4)

    Form S-4
      Item                                      Prospectus Caption or
     Number         Item Description            Location in Prospectus

       1.     Forepart of the Registration      Outside Front Cover Page
              Statement and Outside Front       of Prospectus
              Cover Page of Prospectus

       2.     Inside Front and Outside          Inside Front and Outside
              Back Cover Pages of               Back Cover Page of
              Prospectus                        Prospectus; Available
                                                Information

       3.     Risk Factors, Ratio of            Cover Page; The Company;
              Earnings to Fixed Charges         Incorporation of Certain
              and Other Information             Information by Reference

       4.     Terms of the Transaction          *

       5.     Pro Forma Financial               *
              Information

       6.     Material Contracts with           *
              Company Being Acquired
       7.     Additional Information            Outstanding Securities
              Required for Reoffering by        Covered by This Prospectus
              Persons and Parties Deemed
              to be Underwriters

       8.     Interests of Named Experts        Validity of Securities;
              and Counsel                       Experts

       9.     Disclosure of Commission          **
              Position on Indemnification
              for Securities Act
              Liabilities

      10.     Information With Respect to       The Company; Incorporation
              S-3 Registrants                   of Certain Information by
                                                Reference

      11.     Incorporation of Certain          Incorporation of Certain
              Information By Reference          Information By Reference
                                               
      12.     Information with Respect to       **
              S-2 or S-3 Registrants

      13.     Incorporation of Certain          **
              Information By Reference

      14.     Information with Respect to       **
              Registrants Other Than S-3
              or S-2 Registrants

      15.     Information with Respect to       **
              S-3 Companies

      16.     Information with Respect to       **
              S-2 or S-3 Companies

      17.     Information with Respect to       *
              Companies Other Than S-3 or
              S-2 Companies

      18.     Information if Proxies,           *
              Consents or Authorizations
              are to be Solicited

      19.     Information if Proxies,           *
              Consents or Authorizations
              are not to be Solicited or
              in an Exchange Offer
   _______________________
   *    Inapplicable in connection with the filing of this Registration
        Statement.  Information, however, may be included in subsequent post-
        effective amendments filed under certain circumstances pursuant to
        General Instruction H of Form S-4 or in one or more prospectus
        supplements, filed pursuant to Rule 424(b)(2) under the Securities
        Act of 1933, as amended.

   **   Not applicable or answer is negative.

   <PAGE>

   Information contained herein is subject to completion or amendment.  A
   registration statement relating to these securities has been filed with
   the Securities and Exchange Commission.  These securities may not be sold
   nor may offers to buy be accepted prior to the time the registration
   statement becomes effective.  This prospectus shall not constitute an
   offer to sell or the solicitation of an offer to buy nor shall there be
   any sale of these securities in any State in which such offer,
   solicitation or sale would be unlawful prior to registration or
   qualification under the securities laws of any such State.

                                                        Subject to Completion
                                                                July 22, 1996
   PROSPECTUS                    500,000 Shares


                                 [LOGO]



                              Class A Common Stock
                            ________________________

         THESE SECURITIES HAVE NOT BEEN APPROVED OR DISAPPROVED BY THE
          SECURITIES AND EXCHANGE COMMISSION OR ANY STATE SECURITIES
           COMMISSION, NOR HAS THE SECURITIES AND EXCHANGE COMMIS-
              SION OR ANY STATE SECURITIES COMMISSION PASSED UPON
                 THE ACCURACY OR ADEQUACY OF THIS PROSPECTUS.
                     ANY REPRESENTATION TO THE CONTRARY IS
                              A CRIMINAL OFFENSE.
                            ________________________

             This Prospectus covers shares of Class A Common Stock, $.01 par
   value (the "Class A Common Stock") which may be offered and issued by
   Northland Cranberries, Inc. (the "Company") from time to time in
   connection with the merger with or acquisition by the Company, directly or
   indirectly, of businesses or properties.  It is expected that the terms of
   acquisitions involving the issuance of securities covered by this
   Prospectus will be determined by direct negotiations with the owners or
   controlling persons of the businesses or properties to be merged with or
   acquired by the Company, and that the shares of Class A Common Stock
   issued will be valued at prices reasonably related to market prices
   current either at the time a merger or acquisition is agreed upon or at or
   about the time of delivery of shares.  No underwriting discounts or
   commissions will be paid, although finder's fees may be paid from time to
   time with respect to specific mergers or acquisitions.  Any person
   receiving any such fees may be deemed to be an Underwriter within the
   meaning of the Securities Act of 1933, as amended (the "Securities Act").

             With the written consent of the Company, this Prospectus, as
   amended or supplemented if appropriate, has also been prepared for use by
   persons who have received or will receive, from the Company, Class A
   Common Stock covered by this Prospectus in connection with mergers or
   acquisitions and who may wish to sell such stock under circumstances
   requiring or making desirable its use.  See "Outstanding Securities
   Covered by this Prospectus" for information relating to resales pursuant
   to this Prospectus of shares of Class A Common Stock issued under the
   Registration Statement.

             At July 10, 1996, the Company had 6,367,143 shares of its Class
   A Common Stock outstanding.  These shares are listed on the Nasdaq
   National Market ("NASDAQ").  The shares offered hereby have been approved
   for quotation on NASDAQ.  On July 19, 1996, the last sale price of the
   Class A Common Stock on NASDAQ was $28-1/2 per share.

             All expenses of this offering will be paid by the Company.

                  The date of this Prospectus is _______, 1996.

   <PAGE>
                                   THE COMPANY

             The Company is the world's largest cranberry grower, with more
   planted acres of cranberries owned or leased than any other grower.  The
   Company owns or leases over 2,300 planted acres of cranberries at numerous
   marsh locations in Wisconsin and Massachusetts.  In fiscal 1996 the
   Company harvested approximately 1,900 acres which produced 287,000
   barrels, representing approximately 6% of the total cranberries harvested
   in the world.  In each of the past three years, the Company sold
   substantially all of its crop harvested for processing to two independent
   fruit juice and sauce processors for their packaging and resale as private
   label cranberry juice and sauce, pursuant to contracts which expired on
   March 31, 1996.  

             In 1993 the Company first implemented its "from marsh to market"
   vertical integration business strategy when it began selling its own
   Northland/R/ brand fresh cranberries.  In August 1995, the Company
   announced that it would further this strategy by marketing and selling its
   own Northland brand 100% cranberry juice blends, and other processed
   consumer branded and private label cranberry products.  This initiative
   was implemented in October 1995 when the Company introduced its Northland
   brand 100% cranberry juice blends into Wisconsin markets.  To date, the
   Company's premium cranberry juice has penetrated virtually all Wisconsin
   markets, a significant portion of the Chicago metropolitan market and 17
   other major retail marketing areas located primarily throughout the
   Midwest and Great Lakes regions.  

             In February 1996, the Company entered into a three-year product
   supply agreement with Rudolf Wild GmbH & Co. of Heidelberg, Germany
   ("Wild"), one of Europe's largest suppliers of natural compounds for the
   production of soft drinks and other beverages containing fruit, pursuant
   to which the Company will supply cranberry concentrate to Wild.  

             The term "Company" refers to Northland Cranberries, Inc., a
   Wisconsin corporation and its subsidiaries, affiliates and predecessors,
   unless the context requires otherwise.  The executive offices of the
   Company are located at 800 First Avenue South, Wisconsin Rapids, Wisconsin
   54494.  The telephone number is (715) 424-4444.

                                  RISK FACTORS

             In addition to the other information contained or incorporated
   by reference in this Prospectus, prospective investors should carefully
   consider the following risk factors in evaluating the Company and its
   business before determining whether to accept as consideration shares of
   the Class A Common Stock offered hereby.  Certain matters discussed in
   this Prospectus or incorporated herein by reference are forward-looking
   statements that involve risks and uncertainties, including particularly
   sentences which include words such as the Company "believes,"
   "anticipates," "expects" or words of similar import.  With respect to such
   statements, the Company claims the protection of the disclosure liability
   safe harbor for forward-looking statements contained in the Private
   Securities Litigation Reform Act of 1955.  Such statements are subject to
   certain risks and uncertainties, including  particularly those important
   factors set forth below, that could cause actual results to differ
   materially from those projected.  Potential investors are cautioned not to
   place undue reliance on such forward looking statements, which are made
   only as of the date hereof.  The Company undertakes no obligations to
   publicly update or release the results of any revision to such forward
   looking statements that may be made to reflect events or circumstances
   after the date hereof or to reflect the occurrence of subsequent events. 
   Readers are cautioned that the following important Risk Factors, in
   addition to those discussed elsewhere or incorporated by reference herein,
   could affect the future results of the Company and cause those results to
   differ materially from those expressed in such forward-looking statements.

   Untested Business Strategy

             The Company's experience in the business of marketing and
   selling value-added processed consumer cranberry products began, on a
   limited basis, in 1993 when it first marketed its own Northland brand
   fresh cranberries and was furthered during the Company's 1996 fiscal year
   through the sale of its Northland brand 100% cranberry juice blends.  The
   business of marketing and selling consumer cranberry products involves
   substantial risk and there can be no assurance that the Company will be
   able to manage or sustain its very limited success in this field to date. 
   Important to the success of Northland's strategy is its belief that the
   demand for cranberry products will exceed the available supply of raw
   cranberries for at least the next several years and that the redirection
   of its own internal supply of raw cranberries (and the raw cranberries it
   purchases from other growers) into its own cranberry products will not
   increase the overall supply of consumer cranberry products.  If the
   Company's assessment of the cranberry market is incorrect, the Company's
   internal cranberry supply may not create the benefits and competitive
   advantages currently anticipated by the Company, which could have a
   material adverse effect on its results of operations and financial
   condition.  See " -- Cranberry Market; Supply and Demand" below.

             While the Company has key employees who have experienced the
   product introduction and sale of its Northland brand fresh cranberries and
   Northland brand premium cranberry juice blends, the Company's management
   and employees have limited experience and expertise in the consumer
   beverage and fruit products businesses.  Although the Company has a
   Director of Sales with juice and beverage industry experience, there can
   be no assurance that the Company will be able to successfully hire
   additional qualified personnel or, if hired, retain and integrate such
   personnel into the Company's operations.

   Cranberry Market; Supply and Demand

             An oversupply of cranberries could have a depressing effect on
   the pricing of raw cranberries and consumer cranberry products.  The
   supply of raw cranberries increased over the last several years,
   principally due to the maturation of new acreage planted in the United
   States as a result of growers obtaining permits prior to the enactment in
   1990 of the current regulations restricting the further new development of
   wetland acreage.  However, apart from this general trend toward increasing
   supply, annual cranberry production can fluctuate significantly from year
   to year depending on agricultural conditions, which can cause dramatic
   increases or decreases in the overall annual supply of raw cranberries. 
   After 1996, the Company anticipates that additional maturing acreage in
   the United States will decrease due to the impact of current regulations
   which became effective in 1990 and restricted the issuance of new permits
   to allow the further commercial development of wetland acreage.  However,
   there can be no assurance that future federal or state legislation easing
   the current regulatory restrictions on wetland development will not be
   enacted.  Moreover, although the Company believes that new commercial
   development of cranberry acreage has been limited in Canada because of its
   federal "no net loss of wetlands" policy (which has also been adopted by
   most provinces), there is no available data on the extent of new cranberry
   acreage development in Canada.  Such development could be substantial. 
   Additionally, to date, substantially all of the world's raw cranberries
   have been grown in North America.  In recent years, however, increased
   attention has been directed at attempts to grow cranberries in locations
   outside North America and on non-wetland properties.  Over the longer-
   term, there can be no assurance that cranberry production outside North
   America or on non-wetland properties will not become significant.

             The Company believes that the demand for cranberry products has
   also increased substantially over recent years and has generally exceeded
   the supply of raw cranberries.  While the Company believes that the demand
   for cranberry products at current market prices will continue to exceed
   the supply of raw cranberries for the next several years, there can be no
   assurance that the supply of raw cranberries will not increase to meet or
   exceed market demand or that demand will not decline.  Increasing demand
   for cranberry products, however, may depend on continued heavy advertising
   expenditures and expanded new cranberry product introductions by Ocean
   Spray and other branded juice product companies.  Additionally, changes in
   consumer perceptions of the relative healthfulness or safety of
   cranberries generally could have a material adverse effect on the demand
   for consumer cranberry products and result in significant changes in
   cranberry prices.

   Competition

        General

             The markets in which the Company has competed and will compete
   are large and very competitive.  Many of the Company's current and
   prospective competitors have substantially greater financial, marketing,
   production and/or distribution resources than the Company and, except in
   the areas of cranberry growing and fresh fruit sales, substantially more
   experience in the production, marketing, distribution and sale of
   cranberry and other consumer products.  The Company is subject to
   substantial competition with respect to the sale of consumer cranberry
   products, the sale of fresh cranberries and, to a lesser extent, the
   purchase of raw cranberries.  Moreover, the competitive success of the
   Company's products will depend on consumers' perceptions of their quality
   and appearance as compared to competitive products.

        Raw Cranberry Market

             Ocean Spray dominates the raw cranberry market.  Ocean Spray is
   an agricultural marketing cooperative that enjoys limited protection under
   the United States anti-trust laws.  Northland competes in the market for
   purchasing raw cranberries with other independent cranberry product
   handlers and processors for the raw cranberries of other independent
   growers.  The Company could also experience competition for the purchase
   of raw cranberries from Ocean Spray to the extent Ocean Spray accepts new
   member growers.  The Company believes that competition for the purchase of
   raw cranberries in the independent market may increase as a result of the
   Company's current business strategy.

        Branded Products Market

             Ocean Spray also dominates the branded consumer cranberry
   products market.  Ocean Spray has significantly more experience in the
   fruit juice and branded processed cranberry products markets,
   substantially greater brand name recognition and substantially greater
   marketing, distribution and financial resources than the Company.  There
   can be no assurance that the Company will be successful in competing
   against Ocean Spray.

        Private Label Cranberry Products Market

             The market for private label cranberry juice, sauce and other
   processed cranberry products has been supplied primarily by two
   independent processors, as well as a limited number of other independent
   raw cranberry brokers and private label juice processors and marketers. 
   These processors have significant experience in the private label fruit
   juice and processed cranberry products markets and have well established
   co-packing and bottling operations, distributor networks and customer
   bases that may be greater than those of the Company or other co-packers
   that may enter into an alliance with Northland.  There can be no assurance
   that the Company will be successful in competing directly or indirectly
   against these processors.  Moreover, private label cranberry products in
   general compete against branded cranberry products and, in particular, the
   branded cranberry products of Ocean Spray.  There can be no assurance that
   any private label processed cranberry products of the Company or its
   allied co-packers will be able to successfully compete against the similar
   branded products of Ocean Spray or others.

        Fresh Cranberry Market

             The Company already experiences significant direct competition
   from Ocean Spray in the fresh cranberry market.  Ocean Spray has
   significantly greater marketing, distribution and financial resources than
   the Company and there can be no assurance that the Company will be able to
   continue to compete successfully against Ocean Spray in the fresh fruit
   market.

   Seasonality

             While the Company believes that the implementation of its
   current business strategy has reduced the extreme seasonality of its
   previous business, there can be no assurance that this will continue and,
   in any event, it is expected that the Company's results of operations will
   continue to experience significant seasonality as a result of the
   traditionally heavier consumer demand for juice products during the summer
   months and the increased Thanksgiving and Christmas season holiday demand
   for fresh cranberries and other processed cranberry products.  

   Agricultural Factors; Crop Insurance

             Northland's cranberry production and current results of
   operations are subject to the variable effects of weather, crop disease,
   insect infestation, animal damage, hail and storm damage and water
   adequacy.  These factors can also affect the storage and selling quality
   of Northland's crop, as well as the quantity and quality of raw
   cranberries to be purchased by the Company from other growers. 
   Significant reductions in annual per acre yields can result from any of
   these factors being unfavorable on the Company's marshes and such
   reductions can have, and have had, a material adverse effect on the
   Company's results of operations.  As a result, the Company's crop yields
   and production on its individual marshes and on an aggregate basis can and
   do fluctuate widely from year to year.  Additionally, weather conditions
   and the other agricultural factors described above have delayed by
   approximately one growing season the development and maturation of
   Northland's cranberry vines planted within the last five years.

             While the Company's present federal multi-peril crop insurance
   coverage provides protection against reduced harvests resulting from
   adverse growing conditions and hail and storm damage, such policies insure
   only up to 75% of the previous 10 years' average historical yield from the
   affected marsh and will reimburse the Company at an effective rate of $52
   per barrel of insured lost production this crop year (substantially below
   the price which could have been received by actually harvesting and
   delivering or selling such barrel).  These reimbursement rates do not and
   will not take into account or cover the increasing yields expected from
   newly maturing acreage or the anticipated higher per barrel proceeds which
   the Company may otherwise achieve by selling its cranberries as fresh
   fruit or as branded or private label consumer products.  These insurance
   policies also do not cover destruction or spoilage of the Company's crop
   after its harvest.

   Dependence on Key Personnel

             The Company is dependent on certain key management personnel,
   particularly its President and Chief Executive Officer, John Swendrowski. 
   The Company does not maintain key man life insurance on, or have
   employment agreements for current employment with, any of its management
   personnel.  The Company's future success will depend, in part, on its
   ability to retain its management personnel and integrate new management
   personnel into the Company's operations.

   Processing and Delivery

             The Company's principal processing and storage facility and its
   concentrating facility are located in Wisconsin Rapids, Wisconsin.  The
   Company also operates a smaller processing facility in Hanson,
   Massachusetts for its Massachusetts-grown cranberry crop.  In the event of
   a fire or other natural disaster, regulatory actions or other causes,
   particularly if such incidents occurred during or shortly after the annual
   fall cranberry harvest, the Company's inventory of cranberries at such
   affected facility would be subject to loss and the Company might be unable
   to receive and process harvested berries at such facility, supply
   concentrate (if the event affected the Wisconsin Rapids facility) or
   process or ship fresh cranberries from such facility.  Although the
   Company has business interruption insurance believed to cover most such
   circumstances, such an interruption of business could materially and
   adversely affect the Company's results of operations.

             The Company intends to enter into contractual arrangements with
   various providers of materials and services required to produce, package,
   market and distribute the Company's processed cranberry products, such as
   co-packers, food and beverage brokers and transportation companies. 
   Accordingly, the Company will rely on a limited number of providers and as
   a result, poor performance by or the loss of any such provider could have
   a material adverse effect on the Company's results of operations,
   especially in the short-term.

   Regulation

             As a result of the significant regulatory restrictions in the
   United States governing the development of wetlands (the preferred growing
   habitat for cranberries), it is unlikely the Company, or any other
   cranberry growers or developers in the United States, in the near future
   will be able to cost-effectively secure additional permits for further
   significant cranberry marsh expansion on wetland properties. While a
   recent legislative proposal adopted by the United States House of
   Representatives attempts to ease these restrictions in certain respects,
   in its current form such legislation does not preempt state regulation of
   wetlands development and, therefore, may not significantly affect current
   restrictions in the United States.  The Company is unable to predict the
   likelihood of enactment of such legislation, what form the proposed
   legislation may finally take or what impact any such enacted legislation
   will have on the ability to develop new cranberry marshes.  If the current
   proposal is enacted in a manner which would materially ease restrictions
   on the development of cranberry marshes, it could lead to an increase in
   long-term supply which, if not exceeded by demand, could have a depressing
   effect on the pricing of cranberries and cranberry products.  While the
   Government of Canada and most of Canada's provinces have "no net loss"
   policies restricting the development of wetlands, the impact of such
   policies on development of wetlands for cranberry production is uncertain. 
   See " -- Cranberry Market; Supply and Demand" above.

             The production, packaging, labeling, marketing and distribution
   of the Company's fresh cranberries and planned processed consumer
   cranberry products are and will be subject to the rules and regulations of
   various federal, state and local food and health agencies, including the
   United States Food and Drug Administration, the United States Department
   of Agriculture, the Federal Trade Commission and the Environmental
   Protection Agency ("EPA").  The Company believes it has and will be able
   to comply in all material respects with such rules, regulations and laws. 
   However, there can be no assurance that future compliance with such rules,
   regulations and laws will not have a material adverse effect on the
   Company's results of operations and financial condition.

             Under the provision of the Agricultural Marketing Agreement Act,
   a Cranberry Marketing Order was adopted in 1974.  This order established
   the Cranberry Marketing Committee of the United States Department of
   Agriculture ("CMC"), which is charged with developing a domestic marketing
   policy by March 1 of each year and making recommendations concerning the
   allowable supply of cranberries for such year.  If the CMC determines that
   the supply and demand of cranberries will result in unstable market
   conditions for the forthcoming crop year, the CMC can recommend that the
   United States Secretary of Agriculture implement a grower allocation
   program pursuant to the Cranberry Marketing Order.  The provisions
   available for such implementation permit the Secretary to regulate the
   amount of cranberries which "handlers," such as Ocean Spray and the
   Company, can accept from growers for domestic marketing.  The CMC's
   jurisdiction is limited to areas within the United States.  Therefore, the
   Company believes that any such order would not affect international
   allocations or sales.  The CMC has never recommended that the Secretary
   implement an allocation program.  However, similar provisions in effect
   prior to 1974 enabling the Secretary to limit the marketing of cranberries
   were implemented on three occasions, most recently in 1971.  There can be
   no assurance that the CMC will not determine that the relative supply and
   demand characteristics require such a grower allocation program in the
   future, and that, therefore, limitations on the amount of cranberries
   produced and allotments on growers would be imposed.  If such limitations
   or allotments are imposed on growers, they could have a material adverse
   effect on the Company's results of operations and financial condition.

             In January 1996, the EPA granted "treatment as a state" status
   to the Lac du Flambeau Band of Lake Superior Chippewa Indians pursuant to
   Section  518 of the federal Clean Water Act, 42 U.S.C. Section  1377. 
   This status allows the Lac du Flambeau Band to set water quality standards
   within its reservation boundaries and to administer certain other
   provisions of the Clean Water Act.  The EPA has taken the position that
   off-reservation dischargers must ensure that any discharges entering
   reservation waters comply with tribal standards.  Although the Company
   owns no marshes within the exterior boundaries of the Lac du Flambeau
   reservation and thus is not subject to direct tribal regulation, one of
   its marshes is located near the reservation and thus its operations could
   be impacted adversely by future tribal water quality standards.  Any
   proposed water quality standards developed by the Lac du Flambeau under
   the Clean Water Act will require EPA approval.  No such standards have
   been adopted or approved as of the date of this Prospectus, and the
   Company cannot predict the timing, content, or impact of any potential
   future standards.  It is possible that the Company could be required to
   incur significantly increased costs in ensuring that its operation located
   near the reservation does not violate applicable tribal water quality
   standards. 

   Concentration of Ownership; Anti-takeover Considerations

             As of July 10, 1996, the current directors and executive
   officers of the Company in the aggregate controlled  20.7% of the combined
   voting power of the Class A and Class B Common Stock, including all of the
   outstanding shares of Class B Common Stock.  The shares of Class B Common
   Stock are entitled to three votes per share on all matters submitted to a
   vote of shareholders and the shares of Class A Common Stock are entitled
   to one vote per share on all such matters.  As of July 10, 1996, John
   Swendrowski, the President and Chief Executive Officer of the Company,
   controlled 15.6% of the combined voting power of the Class A and Class B
   Common Stock.  See "Description of Capital Stock".

             The voting power of the Company's Class A and Class B Common
   Stock controlled by the Company's directors and officers in the aggregate,
   along with the existence of the Class B Common Stock, the voting trust and
   the shareholders agreement, as well as the Board of Directors' ability to
   issue, without shareholder approval, Preferred Stock upon such terms and
   conditions as it may determine and additional Class A Common Stock, could
   preclude, or make it more difficult to effect, an acquisition of the
   Company which is not on terms acceptable to the Company's Board of
   Directors and management.  Additionally, the foregoing could also have the
   effect of enhancing the ability of the Board of Directors and management
   to maintain their positions with the Company.  See "Description of Capital
   Stock."

             As described under "Description of Capital Stock -- Certain
   Statutory Provisions," the Wisconsin Business Corporation Law contains
   several statutory provisions which could also have the effect of
   discouraging non-negotiated takeover proposals for the Company or impeding
   a business combination between the Company and a major shareholder of the
   Company.  Such provisions include (i) limiting the voting power of certain
   shares of certain public corporations which are held by a person in excess
   of 20% of the corporations' voting power to 10% of the full voting power
   of such excess shares; (ii) requiring a super-majority vote of
   shareholders, in addition to any vote otherwise required, to approve
   certain business combinations not meeting certain adequacy of price
   standards; and (iii) prohibiting certain business combinations between a
   corporation and a major shareholder for a period of three years, unless
   such acquisition has been approved by the corporation's board of directors
   prior to the time such major shareholder became a 10% beneficial owner of
   shares or under certain other circumstances.

   Possible Stock Price Volatility

             The Company believes that factors such as regulatory changes
   allowing the further  commercial development of wetland acreage,
   significant changes in the relative supply and demand for cranberries, the
   Company's fall harvest results, the Company's limited experience in the
   processed consumer cranberry products market, significant quarterly
   fluctuations in the Company's financial results and sales of a significant
   number of shares of Class A Common Stock into the market by existing
   shareholders or the Company, together with general stock market or
   economic conditions, could adversely affect or cause significant
   volatility in the market price of the Class A Common Stock.

                PRICE RANGE OF CLASS A COMMON STOCK AND DIVIDENDS

             The Company's Class A Common Stock is traded on the Nasdaq
   National Market under the symbol "CBRYA".  The following table sets forth,
   for the periods indicated, the high and low last sale price of the Class A
   Common Stock and the cash dividends declared thereon.  See the cover page
   of this Prospectus for the last sale price of the Class A Common Stock on
   the date prior to the date of this Prospectus.  On June 26, 1996, the
   Company's Board of Directors declared a two-for-one stock split to be
   effected in the form of a 100% stock dividend to be distributed on
   September 3, 1996 to shareholders of record at the close of business on
   August 15, 1996.  On the date of such distribution, the number of shares
   of Class A Common Stock covered by this Prospectus will increase from
   500,000 to 1,000,000.
                                                                   Cash
                                               High     Low      Dividends
    Fiscal 1996
      November 30, 1995 . . . . . . . . . . .  $20      $14-1/2    $0.07
      February 28, 1996 . . . . . . . . . . .  $22      $17        $0.07
      May 31, 1996  . . . . . . . . . . . . .  $29-1/4  $19-3/4    $0.07
      August 31, 1996 (through July 19, 1996)  $31      $26-3/4     (1)
   ______________________________

   (1)  On June 26, 1996, the Company's Board of Directors announced an
        increase in the quarterly cash dividend to $.08 per share, first
        payable on August 15, 1996 to shareholders of record as of the close
        of business on August 15, 1996.

             The Company's Articles of Incorporation provide that the Company
   must pay cash dividends on its outstanding Class A Common Stock at least
   equal to 110% of any cash dividends declared on its Class B Common Stock. 
   See "Description of Capital Stock".

                          DESCRIPTION OF CAPITAL STOCK

   Relative Rights and Limitations

             The Company's authorized capital stock currently consists of
   20,000,000 shares of Class A Common Stock, $.01 par value, 2,000,000
   shares of Class B Common Stock, $.01 par value, and 5,000,000 shares of
   Preferred Stock, $.01 par value.  A total of 6,367,143 shares of Class A
   Common Stock and 318,101 shares of Class B Common Stock were outstanding
   at July 10, 1996.  None of the Preferred Stock has been issued.

             The outstanding shares of Class A and Class B Common Stock are,
   and the shares of Class A Common Stock to be issued and sold by the
   Company in this offering will be, fully paid and nonassessable, except as
   provided in Section 180.0622(2)(b) of the Wisconsin Business Corporation
   Law ("WBCL"), which in general provides for personal liability on the part
   of shareholders in an amount up to the par value of shares owned for the
   unpaid wages of employees, but not exceeding six months' service in any
   one case.  A Wisconsin trial court decision interpreted this statute to
   extend liability up to the original issue price, rather than the stated
   par value, of shares purchased.  While this decision was affirmed by the
   Wisconsin Supreme Court, the precedential value of such affirmation is
   uncertain due to an equally divided court.

             Harris Trust and Savings Bank, Chicago, Illinois, is the
   transfer agent for the Class A Common Stock.  As of July 1, 1996 there
   were 688 holders of record of Class A Common Stock and approximately 3,817
   beneficial owners of Class A shares, including shares held by brokers and
   nominees.

             The principal relative rights, privileges and limitations of the
   Company's shares of Class A and Class B Common Stock and Preferred Stock
   are summarized below.  The following description of the Company's classes
   of capital stock does not purport to be complete and is subject to, and
   qualified in its entirety by, reference to the Company's Articles of
   Incorporation, as amended.

   Class A and Class B Common Stock

             The following discussion of the characteristics of the shares of
   Class A and Class B Common Stock is qualified in its entirety by reference
   to the description below of the Company's authorized but unissued
   Preferred Stock, which could be issued with certain preferential rights
   over the shares of Class A and Class B Common Stock.

             The Class A shares are entitled to one vote per share and the
   Class B shares are entitled to three votes per share on all matters
   presented to the Company's shareholders.  The holders of the Class A and
   Class B Common Stock will vote together as a single class on all such
   matters presented to shareholders, except that the Class A and Class B
   Common Stock will also each vote separately as a class when required by
   the WBCL.  See "Certain Statutory Provisions" below.  A total of 161,231
   of the Class B shares owned beneficially by Messrs. Swendrowski and Miles,
   respectively, are subject to the terms of the Voting Trust which provides
   Mr. Swendrowski with discretionary power to vote such shares.  

             Holders of shares of Class A Common Stock are entitled to
   receive cash dividends equal to at least 110% of any cash dividends paid
   on the shares of Class B Common Stock.  Holders of Class B shares are
   entitled to receive cash dividends when and as declared by the Board of
   Directors from funds legally available therefor under the WBCL.  Cash
   dividends may be paid on the Class A shares without a concurrent cash
   dividend being paid on the Class B shares.  Pursuant to the Company's
   Articles of Incorporation, the Board of Directors must pay a dividend or
   distribution other than in cash on the Class A shares in the same amount
   as any such noncash dividend or distribution paid on the Class B shares. 
   Each class of Common Stock is entitled to receive shares of the same
   respective class issued pursuant to stock dividends, stock splits and
   combinations in the same per share proportion as that distributed on the
   other class of Common Stock.

             The shares of Class A Common Stock have no conversion
   privileges.  The shares of Class B Common Stock are convertible at the
   option of the holder thereof, at any time, into shares of Class A Common
   Stock on a share-for-share basis.  Additionally, the outstanding shares of
   Class B Common Stock will be automatically converted into Class A shares
   on a share-for-share basis if, at any time, the outstanding shares of
   Class B shares fall below 2% of the outstanding Class A shares.

             Upon liquidation, dissolution or winding up of the Company,
   after payment of all liabilities due creditors of the Company, the holders
   of the shares of Class A Common Stock are entitled to receive $1.00 per
   share (subject to equitable adjustment in the event of stock splits and
   other similar events) before any payment or distribution may be made to
   holders of the shares of Class B Common Stock.  Thereafter, holders of the
   shares of Class B Common Stock are entitled to receive $1.00 per share
   (subject to similar adjustment) before any further payment or distribution
   is made to the holders of the Class A Common Stock.  Thereafter, holders
   of the Class A shares and Class B shares share on a pro rata basis in all
   payments or distributions made upon liquidation, dissolution or winding up
   of the Company.

             There are no restrictions contained in the Articles of
   Incorporation on additional issuances of shares of Class A Common Stock by
   the Company.  However, the Company may not issue any additional shares of
   shares of Class B Common Stock (other than pursuant to stock dividends and
   stock splits as described above) without the approval of a majority of the
   votes represented by the outstanding shares of Class A and Class B Common
   Stock voting together as a single class.

             The holders of Class A and Class B Common Stock have no
   redemption privileges or preemptive rights.  All of the outstanding shares
   of Class A and Class B Common Stock are, and the shares of Class A Common
   Stock offered by the Company hereby when issued and paid for will be,
   validly issued, fully paid and nonassessable, except as provided in
   Section 180.0622(2)(b) of the WBCL.

   Preferred Stock

             There are 5,000,000 shares of Preferred Stock authorized by the
   Company's Articles of Incorporation, none of which have been issued.  The
   Company's Board of Directors is authorized to issue from time to time,
   without shareholder authorization, in one or more designated series,
   Preferred Stock with such redemption, exchange, conversion, dividend,
   liquidation and voting rights as may be specified in the particular
   series.  Dividends on any series of Preferred Stock are to be cumulative
   from the date of issuance, payable at such rate and at such times as
   designated by the Board of Directors for that series.  No dividends or
   other distributions are to be payable on the shares of Class A and Class B
   Common Stock unless dividends are paid in full on the Preferred Stock and
   all sinking fund obligations for the Preferred Stock, if any, are fully
   funded.  In the event of a liquidation or dissolution of the Company, the
   issued shares of Preferred Stock would have priority over the shares of
   Class A and Class B Common Stock to receive the amount specified in each
   particular series out of the remaining assets of the Company. 
   Additionally, the Board of Directors has authority, to the maximum extent
   permitted by the WBCL, to fix and determine the relative rights and
   preferences of each series of Preferred Stock.  The issuance of one or
   more series of Preferred Stock could have an adverse effect on certain
   rights, including voting rights, of the holders of shares of Class A and
   Class B Common Stock.  The Company has no current plans or intention to
   issue shares of Preferred Stock.

   Certain Statutory Provisions

             Under the WBCL, a separate class vote would generally be
   required to approve an amendment to the Company's Articles of
   Incorporation (including an amendment made as part of a proposed merger or
   other reorganization) if the amendment would change in a manner
   prejudicial to the outstanding holders of a class, the designations,
   preferences, limitations or other rights of the shares of the class, and
   in certain other circumstances.

             Section 180.1150 of the WBCL provides that, unless otherwise
   provided in a corporation's articles of incorporation, the voting power of
   shares of an "issuing public corporation" (which is defined as a Wisconsin
   corporation having more than 500 shareholders of record, at least 100 of
   whom are residents of the State of Wisconsin), which are held by any
   person in excess of 20% of the voting power of the issuing public
   corporation's shares, shall be limited to 10% of the full voting power of
   such excess shares.  This statutory voting restriction is not applicable
   to shares acquired (i) directly from the Company; (ii) pursuant to an
   agreement entered into prior to the time that the Company was an issuing
   public corporation; (iii) in a transaction incident to which shareholders
   of the Company vote to restore the full voting power of such shares; and
   (iv) under certain other circumstances.  The Company's Articles of
   Incorporation provide that the shares of Class B Common Stock will not be
   subject to the voting restrictions of Section 180.1150.

             Except as may otherwise be provided by law, the requisite
   affirmative vote of shareholders to approve certain significant corporate
   actions, including a merger or share exchange with another corporation,
   sale of all or substantially all of the corporate property and assets, or
   voluntary liquidation of the Company, is a majority of all the votes
   entitled to be cast on the transaction by each voting group of outstanding
   shares entitled to vote thereon.  Sections 180.1130 through 180.1134 of
   the WBCL provide generally that, in addition to the vote otherwise
   required by the WBCL or the articles of incorporation of an "issuing
   public corporation," certain business combinations not meeting certain
   adequacy-of-price standards specified in the statute must be approved by
   (i) the holders of at least 80% of the votes entitled to be cast and (ii)
   two-thirds of the votes entitled to be cast by the corporation's
   outstanding voting shares owned by persons other than a "significant
   shareholder" who is a party to the transaction or an affiliate or
   associate thereof.  Section 180.1130 defines "business combination" to
   include, subject to certain exceptions, a merger or share exchange of the
   issuing public corporation (or any subsidiary thereof) with, or the sale
   or other disposition of substantially all assets of the issuing public
   corporation to, any significant shareholder or affiliate thereof. 
   "Significant shareholder" is defined generally to mean a person that is
   the beneficial owner of 10% or more of the voting power of the outstanding
   voting shares of the issuing public corporation.

             Sections 180.1140 through 180.1145 of the WBCL prohibit certain
   "business combinations" between a "resident domestic corporation," such as
   the Company, and a person beneficially owning 10% or more of the
   outstanding voting stock of such corporation (an "interested shareholder")
   within three years after the date such person became a 10% beneficial
   owner, unless the business combination or the acquisition of such stock
   has been approved before the stock acquisition date by the corporation's
   board of directors.  After such three-year period, a business combination
   with the interested shareholder may be consummated only with the approval
   of the holders of a majority of the voting stock not beneficially owned by
   the interested shareholder, unless the combination satisfies certain
   adequacy-of-price standards intended to provide a fair price for shares
   held by non-interested shareholders.

             The above sections of the WBCL, along with the certain
   exceptions therefrom contained in the Company's Articles of Incorporation
   and the ability to issue additional shares of Class A Common Stock or
   Preferred Stock without further shareholder approval (subject to any
   requirements necessary to maintain the quotation of the Class A shares on
   NASDAQ) could have the effect, among others, of discouraging takeover
   proposals for the Company or impeding a business combination between the
   Company and a major shareholder of the Company.

                OUTSTANDING SECURITIES COVERED BY THIS PROSPECTUS

             This Prospectus, as appropriately amended or supplemented, may
   be used from time to time by persons who have received shares of Class A
   Common Stock covered by the Registration Statement in acquisitions of
   businesses or properties by the Company, or their transferees, and who
   wish to offer and sell such shares (such persons are herein referred to as
   the "Selling Stockholder" or "Selling Stockholders") in transactions in
   which they and any broker-dealer through whom such shares are sold may be
   deemed to be underwriters within the meaning of the Act.

             The Company will receive none of the proceeds from any such
   sales.  Any commissions paid or concessions allowed to any broker-dealer,
   and, if any broker-dealer purchases such shares as principal, any profits
   received on the resale of such shares, may be deemed to be underwriting
   discounts and commissions under the Act.  Printing, certain legal, filing
   and other similar expenses of this offering will be paid by the Company. 
   Selling Stockholders will bear all other expenses of this offering,
   including any brokerage fees, underwriting discounts or commissions.

             There presently are no arrangements or understandings, formal or
   informal, pertaining to the distribution of the shares as described
   herein.  Upon the Company's being notified by a Selling Stockholder that
   any material arrangement has been entered into with a broker-dealer for
   the sale of shares through a block trade, special offering, exchange
   distribution or secondary distribution, a supplemental Prospectus will be
   filed, pursuant to Rule 424(b) under the Act, setting forth (i) the name
   of each Selling Stockholder and of the participating broker-dealer(s),
   (ii) the number of shares involved, (iii) the price at which such shares
   were sold, (iv) the commissions paid or discounts or concessions allowed
   to such broker-dealer(s), where applicable, (v) that such broker-dealer(s)
   did not conduct any investigation to verify the information set out in
   this Prospectus, and (vi) other facts material to the transaction.

             Selling Stockholders may sell the shares being offered hereby
   from time to time in transactions (which may involve crosses and block
   transactions) on NASDAQ or such other securities exchange on which the
   Company's Class A Common Stock may be listed, in negotiated transactions
   or otherwise, at market prices prevailing at the time of sale or at
   negotiated prices.  Selling Stockholders may sell some or all of the
   shares in transactions involving broker-dealers, who may act solely as
   agent and/or may acquire shares as principal.  Broker-dealers
   participating in such transactions as agent may receive commissions from
   Selling Stockholders (and, if they act as agent for the purchaser of such
   shares, from such purchaser).  Participating broker-dealers may agree with
   Selling Stockholders to sell a specified number of shares at a stipulated
   price per share and, to the extent such broker-dealer is unable to do so
   acting as agent for Selling Stockholders, to purchase as principal any
   unsold shares at the price required to fulfill the broker-dealer's
   commitment to Selling Stockholders.

             In addition or alternatively, Shares may be sold by Selling
   Stockholders and/or by or through other broker-dealers in special
   offerings, exchange distributions or secondary distributions pursuant to
   and in compliance with the governing rules of NASDAQ or such other
   securities exchange on which the Company's Class A Common Stock may be
   listed, and in connection therewith, commissions in excess of the
   customary commission prescribed by the rules of such securities exchange
   may be paid to participating broker-dealers, or, in the case of certain
   secondary distributions, a discount or concession from the offering price
   may be allowed to participating broker-dealers in excess of such customary
   commission.  Broker-dealers who acquire shares as principal thereafter may
   resell such shares from time to time in transactions (which may involve
   crosses and block transactions and which may involve sales to and through
   other broker-dealers, including transactions of the nature described in
   the preceding two sentences) on NASDAQ or such other securities exchange
   on which the Company's Class A Common Stock may be listed, in negotiated
   transactions or otherwise, at market prices prevailing at the time of sale
   or at negotiated prices, and, in connection with such resales, may pay to
   or receive commissions from the purchasers of such shares.

             Each Selling Stockholder may indemnify any broker-dealer that
   participates in transactions involving sales of the shares against certain
   liabilities, including liabilities arising under the Act.

                             VALIDITY OF SECURITIES

             The legality of the Class A Common Stock issuable hereunder will
   be passed upon for the Company by Foley & Lardner, Milwaukee, Wisconsin. 
   Jeffrey J. Jones, a director of the Company and a partner of Foley &
   Lardner, beneficially owns 9,303 shares of Class A Common Stock and
   options to acquire 2,073 additional shares.

                                     EXPERTS

             The financial statements incorporated in this Prospectus by
   reference from the Company's Annual Report on Form 10-K for the year ended
   March 31, 1995 have been audited by Deloitte & Touche LLP, independent
   auditors, as stated in their report, which is incorporated herein by
   reference, and have been so incorporated in reliance upon the report of
   such firm given upon their authority as experts in accounting and
   auditing.

                              AVAILABLE INFORMATION

             The Company is subject to the informational requirements of the
   Securities Exchange Act of 1934 ("Exchange Act") and in accordance
   therewith files reports, proxy statements and other information with the
   Securities and Exchange Commission ("Commission").  Such reports, proxy
   statements and other information filed by the Company can be inspected and
   copied at the public reference facilities maintained by the Commission at
   450 Fifth Street, N.W., Washington, D.C. 20549 and at its Regional Offices
   located at Citicorp Center, 500 West Madison Street, Suite 1400, Chicago,
   Illinois, 60661-2511; and Seven World Trade Center, Suite 1300, New York,
   New York, 10048.  Copies of such material can be obtained at prescribed
   rates from the Public Reference Section of the Commission, 450 Fifth
   Street N.W. Plaza, Washington, D.C. 20549.  Such reports and proxy
   statements can also be inspected at the offices of the Nasdaq National
   Market, NASDAQ Reports Section, 1735 K Street, N.W., Washington, D.C.
   20006-1506.

             In addition, the Commission maintains a Web site that contains
   reports, proxy and information statements and other information regarding
   registrants that file electronically with the Commission.  The address of
   such Web site is http://www.sec.gov. 

             The Company has filed with the Commission a Registration
   Statement on Form S-4 (the "Registration Statement") under the Securities
   Act of 1933, as amended (the "Securities Act"), with respect to the Class
   A Common Stock offered hereby.  This Prospectus, which constitutes a part
   of the Registration Statement, does not contain all the information set
   forth in the Registration Statement and reference is hereby made to the
   Registration Statement and the exhibits thereto for further information
   with respect to the Company and the Class A Common Stock.

                INCORPORATION OF CERTAIN INFORMATION BY REFERENCE

             The following documents filed by the Company with the Commission
   pursuant to the Exchange Act are incorporated herein by reference:

             1.   Annual Report on Form 10-K for the year ended March 31,
                  1995.
             2.   Quarterly Report on Form 10-Q for the quarter ended
                  June 30, 1995.
             3.   Transition Report on Form 10-Q for the transition period
                  from April 1, 1995 to August 31, 1995.
             4.   Quarterly Reports on Form 10-Q and 10-Q/A for the quarter
                  ended November 30, 1995.
             5.   Quarterly Reports on Form 10-Q for the quarters ended
                  February 29, 1996 and May 31, 1996.
             6.   Current Report on Form 8-K, dated June 21, 1995.
             7.   The description of the Company's Class A Common Stock
                  contained in its Registration Statement on Form S-1
                  (No. 33-15383), as incorporated by reference into the
                  Company's Registration Statement on Form 8-A (Exchange Act
                  File No. 0-16130), dated August 13, 1987, and any
                  amendments or reports filed for the purpose of updating
                  such description.
             8.   All other reports filed by the Company with the Commission
                  pursuant to Sections 13(a) or 15(d) of the Exchange Act
                  subsequent to the date of this Prospectus and prior to the
                  termination of the offering of the Class A Common Stock
                  offered hereby shall be deemed to be incorporated herein by
                  reference.

             Any statement contained herein or in a document all or a portion
   of which is incorporated or deemed to be incorporated by reference herein
   shall be deemed to be modified or superseded for purposes of this
   Prospectus to the extent that a statement contained herein or in any other
   subsequently filed document which also is or is deemed to be incorporated
   by reference herein or in the Prospectus Supplement modifies or supersedes
   such statement.  Any such statement so modified or superseded shall not be
   deemed, except as so modified or superseded, to constitute a part of this
   Prospectus.

             The Company will furnish without charge to each person,
   including any beneficial owner, to whom this Prospectus is delivered, upon
   the request of such person, a copy of any of the documents incorporated by
   reference herein, except for the exhibits to such documents (unless such
   exhibits are specifically incorporated by reference into such documents). 
   Requests should be directed to Northland Cranberries, Inc., 800 First
   Avenue South, Wisconsin Rapids, Wisconsin 54494, Attention:  Investor and
   Public Relation Manager, telephone number (715) 424-4444.

   <PAGE>

       No person has been authorized to give
   information or make any representation not
   contained or incorporated by reference in this
   Prospectus in connection with the offer made        
   hereby.  If given or made, such information or      
   representation must not be relied upon as having    
   been authorized by the Company, any Selling            500,000 SHARES
   Shareholders, or any underwriter, agent or dealer. 
   This Prospectus does not constitute an offer to     
   sell or a solicitation of an offer to buy any of   
   the securities offered hereby in any jurisdiction
   to any person to whom it is unlawful to make such
   offer in such jurisdiction.  Neither the delivery
   of this Prospectus nor any sale made hereunder
   shall, under any circumstances, create any
   implication that there has been no change in the
   affairs of the Company since the date hereof.               [LOGO]

                 TABLE OF CONTENTS

   THE COMPANY . . . . . . . . . . . . . . . . . .  2

   RISK FACTORS  . . . . . . . . . . . . . . . . .  3

   PRICE RANGE OF CLASS A COMMON                           
   STOCK AND DIVIDENDS . . . . . . . . . . . . . . 10       CLASS A COMMON
                                                                STOCK
   DESCRIPTION OF CAPITAL STOCK  . . . . . . . . . 10

   OUTSTANDING SECURITIES COVERED BY
   THIS PROSPECTUS . . . . . . . . . . . . . . . . 14

   VALIDITY OF SECURITIES  . . . . . . . . . . . . 15

   EXPERTS . . . . . . . . . . . . . . . . . . . . 15

   AVAILABLE INFORMATION . . . . . . . . . . . . . 16         PROSPECTUS

   INCORPORATION OF CERTAIN
   INFORMATION BY REFERENCE  . . . . . . . . . . . 17       __________, 1996

   <PAGE>
                                     PART II

                     INFORMATION NOT REQUIRED IN PROSPECTUS

   Item 20.  Indemnification of Directors and Officers.

             Pursuant to Sections 180.0850 to 180.0858 of the Wisconsin
   Business Corporation Law, directors and officers of the Company are
   entitled to mandatory indemnification from the Company against certain
   liabilities and expenses (i) to the extent such officers or directors are
   successful in the defense of a proceeding and (ii) in proceedings in which
   the director or officer is not successful in defense thereof, unless (in
   the latter case only) it is determined that the director or officer
   breached or failed to perform his or her duties to the Company and such
   breach or failure constituted:  (a) a willful failure to deal fairly with
   the Company or its shareholders in connection with a matter in which the
   director or officer had a material conflict of interest; (b) a violation
   of the criminal law unless the director or officer had reasonable cause to
   believe his or her conduct was lawful or had no reasonable cause to
   believe his or her conduct was unlawful; (c) a transaction from which the
   director or officer derived an improper personal profit; or (d) willful
   misconduct.  Section 180.0859 of the Wisconsin Business Corporation Law
   specifically states that it is the public policy of Wisconsin to require
   or permit indemnification in connection with a proceeding involving
   securities regulation, as described therein, to the extent required or
   permitted under Sections 180.0850 to 180.0858 as described above. 
   Additionally, under Section 180.0828 of the Wisconsin Business Corporation
   Law, directors of the Company are not subject to personal liability to the
   Company, its shareholders or any person asserting rights on behalf thereof
   for certain breaches or failures to perform any duty resulting solely from
   their status as directors, except in circumstances paralleling those in
   subparagraphs (a) through (d) outlined above.  The Company's By-laws
   require indemnification of the Company's directors and officers to the
   fullest extent permitted by the Wisconsin Business Corporation Law.  The
   indemnification rights provided as set forth above are not exclusive to
   any other rights to which a director or an officer of the Company may be
   entitled.

             The Company also maintains an insurance policy which provides
   indemnification for officers and directors against certain liabilities.

             The general effect of the foregoing provisions may be to reduce
   the circumstances under which an officer or director may be required to
   bear the economic burden of the foregoing liabilities and expenses.

   Item 21.  Exhibits and Financial Statement Schedules

             Exhibits.  The exhibits filed herewith or incorporated by
   reference are set forth in the attached Exhibit Index.

             Financial Statement Schedules.  None

   Item 22.  Undertakings.

             (A)  Insofar as indemnification for liabilities arising under
   the Securities Act may be permitted to directors, officers and controlling
   persons of the Registrant pursuant to the foregoing provisions, or
   otherwise, the Registrant has been advised that in the opinion of the
   Commission such indemnification is against public policy as expressed by
   the Act and is therefore, unenforceable.  In the event that a claim for
   indemnification against such liabilities (other than the payment by the
   Registrant of expenses incurred or paid by a director, officer or
   controlling person of the Registrant in the successful defense of any
   action, suit or proceeding) is asserted by such director, officer or
   controlling person in connection with the securities being registered, the
   Registrant will, unless in the opinion of its counsel the matter has been
   settled by controlling precedent, submit to a court of appropriate
   jurisdiction the question of whether such indemnification by it is against
   public policy as expressed in the Act and will be governed by the final
   adjudication of such issue.

             (B)  The undersigned registration hereby undertakes:

             (1)  To file, during any period in which offers or sales are
        being made, a post-effective amendment to this registration
        statement:

                  (i)  To include any prospectus required by Section 10(a)(3)
             of the Securities Act of 1933;

                  (ii) To reflect in the prospectus any facts or events
             arising after the effective date of the registration statement
             for the most recent post-effective amendment thereof) which
             individually or in the aggregate, represent a fundamental change
             in the information set forth in the registration statement;

                  (iii)     To include any material information with respect
             to the plan of distribution not previously disclosed in the
             registration statement or any material change to such
             information in the registration statement;

             (2)  That, for the purpose of determining any liability under
        the Securities Act of 1933, each such post-effective amendment shall
        be deemed to be a new registration statement relating to the
        securities offered therein, and the offering of such securities at
        that time shall be deemed to be the initial bona fide offering
        thereof.

             (3)  To remove from registration by means of a post-effective
        amendment any of the securities being registered which remain unsold
        at the termination of the offering.

             (C)  That, for purposes of determining any liability under the
   Securities Act of 1933, each filing of the registrant's annual report
   pursuant to Section 13(a) or 15(d) of the Securities Exchange Act of 1934
   (and, where applicable, each filing of an employee benefit plan's annual
   report pursuant to Section 15(d) of the Securities Exchange Act of 1934)
   that is incorporated by reference in the registration statement shall be
   deemed to be a new registration statement relating to the securities
   offered therein, and the offering of such securities at that time shall be
   deemed to be the initial bona fide offering thereof.

             (D)  To respond to requests for information that is incorporated
   by reference into the prospectus pursuant to Item 4, 10(b), 11 or 13 of
   this form, within one business day of receipt of such request, and to send
   the incorporated documents by first class mail or other equally prompt
   means.  This includes information contained in documents filed subsequent
   to the effective date of the registration statement through the date of
   responding to the request.

             (E)  To supply by means of a post-effective amendment all
   information concerning a transaction, and the company being acquired
   involved therein, that was not the subject of and included in the
   registration statement when it became effective, except where the
   transaction in which the securities being offered pursuant to this
   registration statement would be exempt from registration (but for the
   possibility of integration) and which have an immaterial effect on the
   registrant.

             (F)  That prior to any public reoffering of the securities
   registered hereunder through use of a prospectus which is part of this
   Registration Statement, by any person or party who is deemed to be an
   underwriter within the meaning of Rule 145(c), the issuer undertakes that
   such reoffering prospectus will contain the information called for by the
   applicable registration form with respect to reofferings by persons who
   may be deemed underwriters, in addition to the information called for by
   the other items of the applicable form.

             (G)  That every prospectus (i) that is filed pursuant to
   paragraph (1) immediately preceding, or (ii) that purports to meet the
   requirements of Section 10(a)(3) of the Act and is used in connection with
   an offering of securities subject to Rule 415, will be filed as a part of
   an amendment to the registration statement and will not be used until such
   amendment is effective, and that, for purposes of determining any
   liability under the Securities Act of 1933, each such post-effective
   amendment shall be deemed to be a new registration statement relating to
   the securities offered therein, and the offering of such securities at
   that time shall be deemed to be the initial bona fide offering thereof.

   <PAGE>
                                   SIGNATURES

             Pursuant to the requirements of the Securities Act, the
   Registrant has duly caused this Registration Statement to be signed on its
   behalf by the undersigned, thereunto duly authorized, in the City of
   Milwaukee, State of Wisconsin, on July 22, 1996.

                                      NORTHLAND CRANBERRIES, INC.

                                      By: /s/John Swendrowski            
                                      John Swendrowski
                                      President and Chief Executive Officer

                               POWERS OF ATTORNEY

              Each person whose signature appears below constitutes and
   appoints John Swendrowski and Jeffrey J. Jones, and each of them
   individually, his true and lawful attorneys-in-fact and agents, with full
   power of substitution and resubstitution, for him and in his name, place
   and stead, in any and all capacities, to sign any and all amendments
   (including post-effective amendments) to this Registration Statement and
   to file the same, with all exhibits thereto, and other documents in
   connection therewith, with the Securities and Exchange Commission,
   granting unto said attorneys-in-fact and agents, and each of them, full
   power and authority to do and perform each and every act and thing
   requisite and necessary to be done in connection therewith, as fully to
   all intents and purposes as he might or could do in person, hereby
   ratifying and confirming all that said attorneys-in-fact and agents, or
   either of them, or their or his substitute or substitutes, may lawfully do
   or cause to be done by virtue hereof.

             Pursuant to the requirements of the Securities Act of 1933, this
   Registration Statement has been signed below as of July 22, 1996 by the
   following persons in the capacities indicated. 

    /s/John Swendrowski         /s/John A. Pazurek     /s/LeRoy J. Miles
    John Swendrowski            John A. Pazurek        LeRoy J. Miles
    President, Chief Executive  Vice President -       Director
    Officer and Director        Finance and Treasurer
    (Principal Executive        (Principal Accounting
    Officer and Principal       Officer)
    Financial Officer)

    /s/Patrick F. Brennan       /s/Robert E. Hawk      /s/Jeffrey J. Jones
    Patrick F. Brennan          Robert E. Hawk         Jeffrey J. Jones
    Director                    Director               Director

    /s/Jerold D. Kaminski       /s/John C. Seramur
    Jerold D. Kaminski          John C. Seramur
    Director                    Director

   <PAGE>
                                  EXHIBIT INDEX

    EXHIBIT
      NO.                           DESCRIPTION

      3.1    Articles of Incorporation, as amended.

      3.2    By-Laws of the Company, as amended and restated.

      4.2    Credit Agreement, dated August 31, 1994, between the
             Company and Harris Trust & Savings Bank.  [Incorporated
             by reference to Exhibit 4.2 to the Company's Form 10-K
             for the fiscal year ended March 31, 1995.]

      4.3    Security Agreement Re:  Equipment, dated August 31, 1994,
             between the Company and Harris Trust & Savings Bank. 
             [Incorporated by reference to Exhibit 4.3 to the
             Company's Form 10-K for the fiscal year ended March 31,
             1995.]

      4.4    Security Agreement Re: Crops, dated August 31, 1994,
             between the Company and Harris Trust & Savings Bank. 
             [Incorporated by reference to Exhibit 4.4 to the
             Company's Form 10-K for the fiscal year ended March 31,
             1995.]

      4.5    Mortgage and Security Agreement with Assignment of Rents,
             dated August 31, 1994, between the Company and Harris
             Trust & Savings Bank.  [Incorporated by reference to
             Exhibit 4.5 to the Company's Form 10-K for the fiscal
             year ended March 31, 1995.]

      4.6    Mortgage and Security Agreement with Assignment of Rents,
             dated August 31, 1994, between the Company and Harris
             Trust & Savings Bank.  [Incorporated by reference to
             Exhibit 4.6 to the Company's Form 10-K for the fiscal
             year ended March 31, 1995.]

      4.7    Secured Promissory Note, dated as of June 14, 1989,
             issued by the Company to The Equitable Life Assurance
             Society of the United States.  [Incorporated by reference
             to Exhibit 10.1 to the Company's Form 8-K dated July 7,
             1989.]

      4.8    Mortgage and Security Agreement, dated as of June 14,
             1989, from the Company to The Equitable Life Assurance
             Society of the United States. [Incorporated by reference
             to Exhibit 10.2 to the Company's Form 8-K dated July 7,
             1989.]

      4.9    Mortgage and Security Agreement dated July 9, 1993,
             between the Company and The Equitable Life Assurance
             Society of the United States.  [Incorporated by reference
             to Exhibit 4.8 to the Company's Form 10-Q dated November
             12, 1993.]

     4.10    Modification Agreement, dated as of July 9, 1993, between
             the Company and The Equitable Life Assurance Society of
             the United States.  [Incorporated by reference to Exhibit
             4.9 to the Company's Form 10-Q dated November 12, 1993.]

     4.11    First Amendment to Credit Agreement, dated June 6, 1995,
             between the Company and Harris Trust & Savings Bank. 
             [Incorporated by reference to Exhibit 4.11 to the
             Company's Form 10-K for the fiscal year ended March 31,
             1995.]

     4.12    Revolving Credit Note, dated June 6, 1995, between the
             Company and Harris Trust & Savings Bank.  [Incorporated
             by reference to Exhibit 4.12 to the Company's Form 10-K
             for the fiscal year ended March 31, 1995.]

     4.13    Term Credit Note One, dated June 6, 1995, between the
             Company and Harris Trust & Savings Bank.  [Incorporated
             by reference to Exhibit 4.13 to the Company's Form 10-K
             for the fiscal year ended March 31, 1995.]

     4.14    Term Credit Note Two, dated June 6, 1995, between the
             Company and Harris Trust & Savings Bank.  [Incorporated
             by reference to Exhibit 4.14 to the Company's Form 10-K
             for the fiscal year ended March 31, 1995.]

     4.15    Term Credit Note Three, dated June 6, 1995, between the
             Company and Harris Trust & Savings Bank.  [Incorporated
             by reference to Exhibit 4.15 to the Company's Form 10-K
             for the fiscal year ended March 31, 1995.]

     4.16    Acquisition Credit Note, dated June 6, 1995, between the
             Company and Harris Trust & Savings Bank.  [Incorporated
             by reference to Exhibit 4.16 to the Company's Form 10-K
             for the fiscal year ended March 31, 1995.]

     4.17    First Supplement to Security Agreement re: Crops, dated
             June 6, 1995, between the Company and Harris Trust &
             Savings Bank.  [Incorporated by reference to Exhibit 4.17
             to the Company's Form 10-K for the fiscal year ended
             March 31, 1995.]

     4.18    First Supplement to Security Agreement re: Equipment,
             dated June 6, 1995, between the Company and Harris Trust
             & Savings Bank.  [Incorporated by reference to Exhibit
             4.18 to the Company's Form 10-K for the fiscal year ended
             March 31, 1995.]

     4.19    Mortgage and Security Agreement with Assignment of Rents,
             dated June 6, 1995, between the Company and Harris Trust
             & Savings Bank.  [Incorporated by reference to Exhibit
             4.19 to the Company's Form 10-K for the fiscal year ended
             March 31, 1995.]

     4.20    Mortgage and Security Agreement with Assignment of Rents,
             dated June 6, 1995, between the Company and Harris Trust
             & Savings Bank.  [Incorporated by reference to Exhibit
             4.20 to the Company's Form 10-K for the fiscal year ended
             March 31, 1995.]

     4.21    First Supplement to Mortgage and Security Agreement with
             Assignment of Rents, dated June 6, 1995, between the
             Company and Harris Trust & Savings Bank.  [Incorporated
             by reference to Exhibit 4.21 to the Company's Form 10-K
             for the fiscal year ended March 31, 1995.]

     4.22    First Supplement to Mortgage and Security Agreement with
             Assignment of Rents, dated June 6, 1995, between the
             Company and Harris Trust & Savings Bank.  [Incorporated
             by reference to Exhibit 4.22 to the Company's Form 10-K
             for the fiscal year ended March 31, 1995.]

     4.23    Secured Promissory Note dated July 9, 1993 between the
             Company and The Equitable Life Assurance Society of the
             United States.  [Incorporated by reference to Exhibit
             4.23 to the Company's Form 10-K for the fiscal year ended
             March 31, 1995.] 

     4.24    Stock Pledge dated July 9, 1993 between the Company and
             The Equitable Life Assurance Society of the United
             States.  [Incorporated by reference to Exhibit 4.24 to
             the Company's Form 10-K for the fiscal year ended
             March 31, 1995.] 

      5.0    Opinion of Foley & Lardner regarding validity of shares. 

      9.1    Voting Trust Agreement, dated as of June 19, 1987, among
             John Swendrowski, LeRoy J. Miles, Lawrence R. Kem, Susan
             Swendrowski, Bette Miles, Barbara Kem, Cranberries
             Limited, Inc. and Kem Cranberries, Inc. [Incorporated by
             reference to Exhibit 9.1 to the Company's Form S-1
             Registration Statement (Reg. No. 33-15383).] 

      9.2    Amendment to Voting Trust Agreement, dated October 30,
             1992.  [Incorporated by reference to Exhibit 9.4 to the
             Company's Form 10-K for the fiscal year ended March 31,
             1993.] 

      9.3    Swendrowski Voting Trust Termination Letter dated
             January 18, 1995.   [Incorporated by reference to Exhibit
             9.3 to the Company's Form 10-K for the fiscal year ended
             March 31, 1995.] 

      9.4    Lawton Voting Trust Termination Letter dated April 10,
             1995.  [Incorporated by reference to Exhibit 9.4 to the
             Company's Form 10-K for the fiscal year ended March 31,
             1995.] 

      9.5    Hawk Voting Trust Termination Letter dated March 4, 1994. 
             [Incorporated by reference to Exhibit 9.5 to the
             Company's Form 10-K for the fiscal year ended March 31,
             1995.]

     10.1    1987 Stock Option Plan, dated June 2, 1987, as amended. 
             [Incorporated by reference to Exhibit 10.5 to the
             Company's Form 10-K for the fiscal year ended December
             31, 1987.]

     10.2    Forms of Stock Option Agreement, as amended, under 1987
             Stock Option Plan.  [Incorporated by reference to Exhibit
             10.6 to the Company's Form 10-K for the fiscal year ended
             December 31, 1987.]

     10.3    1989 Stock Option Plan, as amended.  [Incorporated by
             reference to Exhibit 4.4 to the Company's Form S-8
             Registration Statement (Reg. No. 33-32525).]

     10.4    Forms of Stock Option Agreements under the 1989 Stock
             Option Plan, as amended.  [Incorporated by reference to
             Exhibits 4.5-4.8 to the Company's Form S-8 Registration
             Statement (Reg. No. 33-32525).]

     10.5    Lease Agreement dated September 5, 1991 between The
             Equitable Life Assurance Society of the United States and
             the Company.  [Incorporated by reference to Exhibit 10.13
             to the Company's Form 10-K for the fiscal year ended
             March 31, 1992.]

     10.6    Agreement dated September 5, 1991 between the Company and
             Cranberry Hills Partnership.  [Incorporated by reference
             to Exhibit 10.14 to the Company's Form 10-K for the
             fiscal year ended March 31, 1992.]

     10.7    Lease dated March 31, 1994 between Nantucket Conservation
             Foundation, Inc. and the Company.  [Incorporated by
             reference to Exhibit 10.11 to the Company's Form 10-K for
             the fiscal year ended March 31, 1994.]

     10.8    Key Executive Employment and Severance Agreement dated as
             of May 8, 1992 between the Company and John Swendrowski. 
             [Incorporated by reference to Exhibit 10.25 to the
             Company's Form 10-K for the fiscal year ended March 31,
             1992.]

     10.9    Northland Cranberries, Inc. 1992 Executive Incentive
             Bonus Plan, as amended and restated.  [Incorporated by
             reference to Exhibit 10.13 to the Company's Form 10-K for
             the fiscal year ended March 31, 1995.]

     10.10   Agreement dated June 15, 1992 between the Company and
             Board na Mona.  [Incorporated by reference to Exhibit
             10.27 to the Company's Form 10-K for the fiscal year
             ended March 31, 1992.]

     10.11   Lease dated September 13, 1993 between the Company and
             United Cape Cod Cranberry Limited Partnership, including
             the form of Purchase and Sale Agreement attached as
             Exhibit D thereto.  [Incorporated by reference to Exhibit
             2.1 to the Company's Form 8-K dated September 27, 1993.]

     10.12   Northland Cranberries, Inc. proposed 1995 Stock Option
             Plan.  [Incorporated by reference to Exhibit 10.16 to the
             Company's Form 10-K for the fiscal year ended March 31,
             1995.]

      21     Subsidiary of the Company.  [Incorporated by reference to
             Exhibit 22 to the Company's Form 10-K for the fiscal year
             ended March 31, 1992.]

     23.1    Consent of Deloitte & Touche LLP.

     23.2    Consent of Foley & Lardner (contained in Exhibit 5.0).

      24     Powers of Attorney (included on signature page to this
             Registration Statement).

                                                                  EXHIBIT 3.1

                            ARTICLES OF INCORPORATION

                                       OF

                           NORTHLAND CRANBERRIES, INC.


             The undersigned, a natural person of the age of eighteen or
   more, acting as sole incorporator for the purpose of forming a Wisconsin
   corporation under the Wisconsin Business Corporation Law, Chapter 180 of
   the Wisconsin Statutes, adopts the following Articles of Incorporation for
   the corporation named herein:

                                    Article 1

             The name of the corporation (hereinafter referred to as the
   "Corporation") is NORTHLAND CRANBERRIES, INC.

                                    Article 2

             The period of existence of the Corporation shall be perpetual.

                                    Article 3

             The purpose or purposes for which the Corporation is organized
   is to carry on and engage in any lawful activity within the purposes for
   which corporations may be organized under the Wisconsin Business
   Corporation Law, Chapter 180 of the Wisconsin Statutes.

                                    Article 4

             The total number of shares of all classes of capital stock which
   the Corporation shall have authority to issue is Twelve Million
   (12,000,000) shares, consisting of Ten Million (10,000,000) shares of a
   class designated as "Class A Common Stock," with a par value of one cent
   ($.01) per share, and Two Million (2,000,000) shares of a class designated
   as "Class B Common Stock," with a par value of one cent ($.01) per share.

             Any and all of such shares of Class A Common Stock and Class B
   Common Stock may be issued for such consideration, not less than the par
   value thereof, as shall be fixed from time to time by the Board of
   Directors.  Any and all of such shares so issued, the full consideration
   for which has been paid or delivered, shall be deemed fully paid capital
   stock and shall not be liable to any further call or assessment thereon,
   and the holders of such shares shall not be liable for any further
   payments except as otherwise provided by Section 180.40(6) of the
   Wisconsin Business Corporation Law or any successor provision thereto, if
   any.  The relative powers, preferences, limitations and rights of the
   Class A Common Stock and the Class B Common Stock shall be as follows:

             (1)  Voting Rights and Powers.

                  (a)  With respect to all matters upon which
        shareholders are entitled to vote or to which shareholders are
        entitled to give consent, the holders of the outstanding shares
        of Class A Common Stock and the holders of the outstanding
        shares of Class B Common Stock shall vote together as a single
        class, and every holder of any outstanding shares of Class A
        Common Stock shall be entitled to cast thereon one (1) vote in
        person or by proxy for each share of Class A Common Stock
        standing in his name on the stock transfer records of the
        Corporation, and every holder of any outstanding shares of Class
        B Common Stock shall be entitled to cast thereon three (3) votes
        in person or by proxy for each share of Class B Common Stock
        standing in his name on the stock transfer records of the
        Corporation; provided that, with respect to any proposed
        corporate action which would require a separate class vote under
        the Wisconsin Business Corporation Law, the approval of a
        majority of the votes entitled to be cast by the holders of the
        class affected by the proposed action, voting separately as a
        class, shall be obtained in addition to the approval of a
        majority of the votes entitled to be cast by the holders of the
        Class A Common Stock and the Class B Common Stock voting
        together as a single class as hereinbefore provided.

                  (b)  The voting power limitations and/or restrictions
        of Section 180.25(9) of the Wisconsin Business Corporation Law,
        or any successor provision thereto, shall not apply to any
        shares of Class B Common Stock transferred to a Permitted
        Transferee (as hereinafter defined in this Article 4).

             (2)  Dividends and Distributions.

                  (a)  As and when cash dividends may be declared from
        time to time by the Board of Directors out of funds legally
        available therefor, the cash dividend payable with respect to
        each share of the Class A Common Stock shall in all cases be in
        an amount equal to at least one hundred ten percent (110%) of
        the amount of the cash dividend payable with respect to each
        share of the Class B Common Stock.  Cash dividends may be
        declared and payable with respect to the Class A Common Stock
        without a concurrent cash dividend declared and payable with
        respect to the Class B Common Stock.  Distributions declared by
        the Board of Directors to be in connection with the partial or
        complete liquidation of the Corporation or any of its
        subsidiaries shall not be considered to be cash dividends for
        the purposes of this Paragraph (2).

                  (b)  Each share of Class A Common Stock and Class B
        Common Stock shall be equal in respect to rights to dividends
        (other than those payable in cash) and distributions (except
        distributions declared by the Board of Directors to be in
        connection with the liquidation, dissolution or winding up of
        the Corporation) when and as declared, in the form of stock or
        other property of the Corporation, except that in the case of
        dividends or other distributions payable in stock of the
        Corporation, including distributions pursuant to stock split-ups
        or divisions, which occur after the initial issuance of shares
        of the Class B Common Stock by the Corporation, only shares of
        Class A Common Stock shall be distributed with respect to the
        Class A Common Stock and only shares of Class B Common Stock
        shall be distributed with respect to the Class B Common Stock.

                  (c)  In case of voluntary or involuntary liquidation,
        dissolution or winding up of the Corporation, the holders of
        Class A Common Stock shall be entitled to receive out of the
        assets of the Corporation in money or money's worth the sum of
        One Dollar ($1.00) per share (the "Class A Payment"), subject to
        equitable adjustment in the event of any subdivisions,
        combinations, stock splits or stock dividends involving shares
        of the Class A Common Stock, before any of such assets shall be
        paid or distributed to holders of Class B Common Stock.  If the
        assets of the Corporation shall be insufficient to pay the
        entire Class A Payment to the holders of the then outstanding
        Class A Common Stock, then the holders of the Class A Common
        Stock shall share ratably in such assets in proportion to the
        amounts which would be payable with respect to Class A Common
        Stock as if the Class A Payment was paid in full.  After payment
        in full of the Class A Payment, the holders of Class B Common
        Stock shall be entitled to receive out of the remaining assets
        of the Corporation in money or money's worth the sum of One
        Dollar ($1.00) per share (the "Class B Payment"), subject to
        equitable adjustment in the event of any subdivisions,
        combinations, stock splits or stock dividends involving shares
        of the Class B Common Stock, before any of such remaining assets
        shall be paid or distributed to holders of the Class A Common
        Stock.  If the remaining assets of the Corporation shall be
        insufficient to pay the entire Class B Payment to the holders of
        the then outstanding Class B Common Stock, then the holders of
        the Class B Common Stock shall share ratably in such assets in
        proportion to the amounts which would be payable with respect to
        Class B Common Stock as if the Class B Payment was paid in full. 
        After payment in full of the Class A Payment and the Class B
        Payment, any further payments on the liquidation, dissolution or
        winding up of the business of the Corporation shall be made on
        an equal basis as to all of the shares of capital stock then
        outstanding.

             (3)  Restrictions on Transfer of the Class B Common Stock.

                  (a)  No beneficial owner (as hereinafter defined) of
        shares of Class B Common Stock (hereinafter referred to as a
        "Class B Shareholder") may transfer, and the Corporation shall
        not register the transfer of, shares of Class B Common Stock,
        whether by sale, assignment, gift, bequest, appointment or
        otherwise, except to a Permitted Transferee of such Class B
        Shareholder.  A "Permitted Transferee" shall be defined as (i)
        the Class B Shareholder; (ii) the spouse of the Class B
        Shareholder; (iii) any parent and any lineal descendant
        (including any adopted child) of any parent of the Class B
        Shareholder or of the Class B Shareholder's spouse; (iv) any
        trustee, guardian or custodian for, or any executor,
        administrator or other legal representative of the estate of,
        any of the foregoing Permitted Transferees; (v) the trustee of a
        trust (including a voting trust) principally for the benefit of
        such Class B Shareholder and/or any of his or her Permitted
        Transferees; and (vi) any corporation, partnership or other
        entity if a majority of the beneficial ownership thereof is held
        by the Class B Shareholder and/or any of his or her Permitted
        Transferees.  For the purpose of this Paragraph (3) the term
        "beneficial owner(s)" of any shares of Class B Common Stock
        shall mean a person or persons who, or entity or entities which,
        have or share the power, either singly or jointly, to direct the
        voting or disposition of such shares.

                  (b)  Notwithstanding anything to the contrary set
        forth herein, any Class B Shareholder may pledge his shares of
        Class B Common Stock to a pledgee pursuant to a bona fide pledge
        of such shares as collateral security for indebtedness due to
        the pledgee, provided that such shares shall not be transferred
        to or registered in the name of the pledgee and shall remain
        subject to the provisions of this Paragraph (3).  In the event
        of foreclosure or other similar action by the pledgee, such
        pledged shares of Class B Common Stock may only be transferred
        to a Permitted Transferee of the pledgor or converted into
        shares of Class A Common Stock, as the pledgee may elect.

                  (c)  Any purported transfer of shares of Class B
        Common Stock not permitted hereunder shall be void and of no
        effect.  The purported transferee shall have no rights as a
        shareholder of the Corporation and no other rights against, or
        with respect to, the Corporation, except the right to receive
        shares of Class A Common Stock upon the conversion of his shares
        of Class B Common Stock into shares of Class A Common Stock. 
        The Corporation may, as a condition to the transfer or the
        registration of a transfer of shares of Class B Common Stock to
        a purported Permitted Transferee, require the furnishing of such
        affidavits or other proof as it deems necessary to establish
        that such transferee is a Permitted Transferee.

                  (d)  The Corporation shall note on the certificates
        for shares of Class B Common Stock the restrictions on transfer
        and registration of transfer imposed by this Paragraph (3).

                  (e)  Shares of Class B Common Stock shall be
        registered in the name(s) of the beneficial owner(s) thereof and
        not in "street" or nominee name.

             (4)  Conversion of the Class B Common Stock.

                  (a)  Each share of Class B Common Stock may at any
        time or from time to time, at the option of the respective
        holder thereof, be converted into one fully paid and
        nonassessable (except to the extent of any statutory liability
        imposed by Section 180.40(6) of the Wisconsin Business
        Corporation Law) share of Class A Common Stock.  Such conversion
        right shall be exercised by the surrender of the certificate
        representing such share of Class B Common Stock to be converted
        to the Corporation at any time during normal business hours at
        the principal executive offices of the Corporation in Wisconsin
        Rapids, Wisconsin (to the attention of the Secretary of the
        Corporation), or if an agent for the registration or transfer of
        shares of Class B Common Stock is then duly appointed and acting
        (said agent being referred to in this Article 4 as the "Transfer
        Agent") then at the office of the Transfer Agent, accompanied by
        a written notice of the election by the holder thereof to
        convert and (if so required by the Corporation or the Transfer
        Agent) by instruments of transfer, in form satisfactory to the
        Corporation and to the Transfer Agent, if any, duly executed by
        such holder or his duly authorized attorney, and transfer tax
        stamps or funds therefor, if required pursuant to Paragraph
        (4)(e), below.

                  (b)  As promptly as practicable after the surrender
        for conversion of a certificate representing shares of Class B
        Common Stock in the manner provided in Paragraph (4)(a), above,
        and the payment in cash of any amount required by the provisions
        of Paragraphs (4)(a) and (4)(e), the Corporation will deliver,
        or will cause to be delivered at the office of the Transfer
        Agent to, or upon the written order of, the holder of such
        certificate, a certificate or certificates representing the
        number of full shares of Class A Common Stock issuable upon such
        conversion, issued in such name or names as such holder may
        direct.  The Corporation shall not, however, upon any such
        conversion, issue any fractional share of Class A Common Stock,
        and any shareholder who would otherwise be entitled to receive
        such fractional share if issued shall receive in lieu thereof a
        full share of Class A Common Stock.  Any such conversion shall
        be deemed to have been made immediately prior to the close of
        business on the date of the surrender of the certificate
        representing shares of Class B Common Stock, and all rights of
        the holder of such shares as such holder shall cease at such
        time and the person or persons in whose name or names the
        certificate or certificates representing the shares of Class A
        Common Stock are to be issued shall be treated for all purposes
        as having become the record holder or holders of such shares of
        Class A Common Stock at such time; provided, however, that any
        such surrender and payment on any date when the stock transfer
        records of the Corporation shall be closed shall constitute the
        person or persons in whose name or names the certificate or
        certificates representing shares of Class A Common Stock are to
        be issued as the record holder or holders thereof for all
        purposes immediately prior to the close of business on the next
        succeeding day on which such stock transfer records are open.

                  (c)  No adjustments in respect of dividends shall be
        made upon the conversion of any share of Class B Common Stock;
        provided, however, that if a share shall be converted subsequent
        to the record date for the payment of a dividend or other
        distribution on shares of Class B Common Stock but prior to such
        payment, the registered holder of such share at the close of
        business on such record date shall be entitled to receive the
        dividend or other distribution payable on such share on the date
        set for payment of such dividend or other distribution
        notwithstanding the conversion thereof or the Corporation's
        default in payment of the dividend or distribution due on such
        date.

                  (d)  The Corporation will at all times reserve and
        keep available, solely for the purpose of issuance upon
        conversion of the outstanding shares of Class B Common Stock,
        such number of shares of Class A Common Stock as shall be
        issuable upon the conversion of all of such outstanding shares;
        provided, however, that nothing contained herein shall be
        construed to preclude the Corporation from satisfying its
        obligations in respect of the conversion of the outstanding
        shares of Class B Common Stock by delivery of purchased shares
        of Class A Common Stock which are held in the treasury of the
        Corporation.  If any shares of Class A Common Stock required to
        be reserved for purposes of conversion hereunder require
        registration with, or approval of, any governmental authority
        under any Federal or state law before such shares of Class A
        Common Stock may be issued upon conversion, the Corporation will
        use its best efforts to cause such shares to be duly registered
        or approved, as the case may be.

                  (e)  The issuance of certificates for shares of Class
        A Common Stock upon conversion of shares of Class B Common Stock
        shall be made without charge for any stamp or other similar tax
        in respect of such issuance.  However, if any such certificate
        is to be issued in a name other than that of the holder of the
        share or shares of Class B Common Stock converted, the person or
        persons requesting the issuance thereof shall pay to the
        Corporation the full amount of any tax which may be payable in
        respect of any transfer involved in such issuance or shall
        establish to the satisfaction of the Corporation that such tax
        has been paid.

                  (f)  When the number of outstanding shares of Class B
        Common Stock falls below two percent (2%) of the aggregate
        number of shares of Class A Common Stock and Class B Common
        Stock then outstanding (or such higher number as results from
        adjustments for stock splits, stock dividends or other events),
        the outstanding shares of Class B Common Stock shall be deemed
        without further act on anyone's part to be immediately and
        automatically converted into shares of Class A Common Stock, and
        stock certificates formerly representing outstanding shares of
        Class B Common Stock shall thereupon and thereafter be deemed to
        represent a like number of full shares of Class A Common Stock. 
        In the event that any shareholder would otherwise be entitled to
        receive a fractional share of Class A Common Stock upon any such
        conversion, such shareholder shall receive in lieu thereof a
        full share of Class A Common Stock.

             (5)  No Subsequent Issuance of Class B Common Stock.

             Subsequent to the initial issuance of the shares of Class B
   Common Stock, the Board of Directors may only issue such shares in the
   form of a distribution or distributions pursuant to a stock dividend on or
   split-up of the shares of the Class B Common Stock and only to the then
   holders of the outstanding shares of the Class B Common Stock in
   conjunction with and in the same ratio as a stock dividend on or split-up
   of the shares of the Class A Common Stock.  Except as provided in this
   paragraph (5), the Corporation shall not issue additional shares of Class
   B Common Stock after the initial issuance of such shares by the
   Corporation, and all shares of Class B Common Stock surrendered for
   conversion shall be retired, unless otherwise approved by the affirmative
   vote of the holders of a majority of the outstanding shares of the Class A
   Common Stock and Class B Common Stock entitled to vote, voting together as
   a single class, as provided in Paragraph (1) of this Article 4.

             (6)  No Preemptive Rights.

             No holder of any issued and outstanding shares of Class A Common
   Stock or Class B Common Stock shall, as such holder, have any preemptive
   right in or right to purchase or subscribe for, any new or additional
   shares of Class A Common Stock and/or Class B Common Stock, or any shares
   of any other class or series of capital stock, or any obligations or other
   rights or options to subscribe for or purchase, any capital stock of any
   class of series, whether now or hereinafter authorized and whether issued
   by the corporation for cash or other consideration or by way of dividend
   or other distribution.

                                    Article 5

             The number of directors constituting the Corporation's initial
   Board of Directors shall be two (2), and thereafter the number of
   directors shall be such number (one or more) as may be fixed from time to
   time or at any time by, or in the manner provided in, the Corporation's
   Bylaws.  The names of the two (2) initial directors are as follows:

             John Swendrowski
             Leroy Miles

                                    Article 6

             The address of the initial registered office of the Corporation
   is c/o Foley & Lardner, 777 East Wisconsin Avenue, Milwaukee, Wisconsin
   53202, in Milwaukee County.  The name of the Corporation's initial
   registered agent at such address is Jeffrey J. Jones.

                                    Article 7

             These Articles of Incorporation may be amended pursuant to the
   Bylaws of this Corporation and as authorized by law at the time of
   amendment.

                                    Article 8

             The name and address of the sole incorporator of this
   Corporation is Todd B. Pfister, c/o Foley & Lardner, 777 East Wisconsin
   Avenue, Milwaukee, Wisconsin 53202.

             Executed in duplicate this 1st day of May, 1987.

                                 /s/ Todd B. Pfister                         
                                 Todd B. Pfister, Sole Incorporator

   <PAGE>

   STATE OF WISCONSIN       )
                            )    SS.
   COUNTY OF MILWAUKEE )

             Personally came before me this 1st day of May, 1987, the above-
   named Todd B. Pfister, to me known to be the person who executed the
   foregoing instrument and acknowledged the same.

   [Notarial Seal]               /s/ Steven R. Barth                    
                                 Steven R. Barth

                                 Notary Public, State of Wisconsin
                                 My commission is permanent.

   This Instrument was drafted by and should be returned to Todd B. Pfister,
   c/o Foley & Lardner, 777 East Wisconsin Avenue, Milwaukee, Wisconsin
   53202.  This instrument should be recorded in the office of the Register
   of Deeds of Milwaukee County.

   <PAGE>
                              ARTICLES OF AMENDMENT
                                       TO
                            ARTICLES OF INCORPORATION
                                       OF
                           NORTHLAND CRANBERRIES, INC.

             The undersigned officers of Northland Cranberries, Inc., a
   corporation organized and existing under Chapter 180 of the Wisconsin
   Statutes (the "Corporation"), do hereby certify:

             FIRST:  That Paragraph (1)(b) of Article IV of the Articles of
   Incorporation of the Corporation is amended in its entirety to read as
   follows:

                  The voting power limitations and/or
                  restrictions of Section 180.25(9) of the
                  Wisconsin Business Corporation Law, or any
                  successor provision thereto, shall not apply
                  to any shares of Class B Common Stock held
                  by any person.

             SECOND:  That Paragraph (3) of Article IV of the Articles of
   Incorporation of the Corporation, entitled "Restrictions on Transfer of
   the Class B Common Stock," is deleted in its entirety; and that Paragraphs
   (4), (5) and (6) (including all references thereto) of said Article IV are
   renumbered and changed to (3), (4) and (5), respectively.

             THIRD:  That the foregoing amendments of the Articles of
   Incorporation of the Corporation were consented to in writing by the sole
   shareholder of the Corporation.

             FOURTH:  That the effective time and date of these Articles of
   Amendment shall be the date of filing of said Articles of Amendment with
   the office of the Secretary of State of Wisconsin.

             Executed in duplicate this 20th day of May, 1987.

                                      NORTHLAND CRANBERRIES, INC.

                                      By: /s/John Swendrowski                 
                                          John Swendrowski, President

   [NO CORPORATE SEAL]                By: /s/LeRoy J. Miles                   
                                          LeRoy J. Miles, Secretary

   This instrument was drafted by and should be returned to Todd B. Pfister,
   c/o Foley & Lardner, 777 East Wisconsin Avenue, Milwaukee, Wisconsin
   53202.  This instrument should be recorded in the office of the Register
   of Deeds of Milwaukee County.

   <PAGE>
                              ARTICLES OF AMENDMENT
                                       TO
                            ARTICLES OF INCORPORATION
                                       OF
                           NORTHLAND CRANBERRIES, INC.

             The undersigned officers of Northland Cranberries, Inc., a
   corporation organized and existing under Chapter 180 of the Wisconsin
   Statutes, do hereby certify:

             FIRST:  That the name of the corporation is Northland
   Cranberries, Inc.

             SECOND:  That ARTICLE 4 of the Articles of Incorporation of the
   corporation is amended in its entirety to read as follows:

                                    Article 4

             The total number of shares of all classes of capital stock which
   the Corporation shall have authority to issue is Seventeen Million
   (17,000,000) shares, consisting of:  (i) Ten Million (10,000,000) shares
   of a class designated as "Class A Common Stock," with a par value of one
   cent ($.01) per share; (ii) Two Million (2,000,000) shares of a class
   designated as "Class B Common Stock," with a par value of one cent ($.01)
   per share; and (iii) Five Million (5,000,000) shares of a class designated
   as "Preferred Stock," with a par value of one cent ($.01) per share.

             Any and all of such shares of Class A Common Stock and Class B
   Common Stock (collectively, "Common Stock"), or of Preferred Stock, may be
   issued for such consideration, not less than the par value thereof, as
   shall be fixed from time to time by the Board of Directors.  Any and all
   of such shares so issued, the full consideration for which has been paid
   or delivered, shall be deemed fully paid capital stock and shall not be
   liable to any further call or assessment thereon, and the holders of such
   shares shall not be liable for any further payments except as otherwise
   provided by Section 180.0622 of the Wisconsin Business Corporation Law or
   any successor provision thereto, if any.

             The designation, relative rights, preferences and limitations of
   the shares of each class and the authority of the Board of Directors of
   the corporation to establish and to designate series of the Preferred
   Stock and to fix the variations in the relative rights, preferences and
   limitations as between such series, shall be as set forth herein.

             A.   Preferred Stock.

             (1)  Series and Variations Between Series.  The Board of
   Directors of the Corporation is authorized, subject to limitations
   prescribed by the Wisconsin Business Corporation Law and the provisions of
   this paragraph A, to provide for the issuance of the Preferred Stock in
   series, to establish or change the number of shares to be included in each
   such series and to fix the designation, relative rights, preferences and
   limitations of the shares of each such series.  The authority of the Board
   of Directors of the Corporation with respect to each series shall include,
   but not be limited to, determination of the following:

           (i)    The number of shares constituting that series and the
        distinctive designation of that series;

          (ii)    The dividend rate or rates on the shares of that
        series and/or the method of determining such rate or rates and
        the timing of dividend payments on the shares of such series;

         (iii)    Whether and to what extent the shares of that series
        shall have voting rights in addition to the voting rights
        provided by Wisconsin Business Corporation Law, which might
        include the right to elect a specified number of directors in
        any case or if dividends on such series were not paid for a
        specified period of time;

          (iv)    Whether the shares of that series shall be convertible
        into shares of stock of any other series, and, if so, the terms
        and conditions of such conversion, including the price or prices
        or the rate or rates of conversion and the terms of adjustment
        thereof;

           (v)    Whether or not the shares of that series shall be
        redeemable, and, if so, the terms and conditions of such
        redemption, including the date or dates upon or after which they
        shall be redeemable and the amount per share payable in case of
        redemption, which amount may vary under different conditions and
        at different redemption dates;

          (vi)    The rights of the shares of that series in the event
        of voluntary or involuntary liquidation, dissolution or winding
        up of the Corporation;

         (vii)    The obligation, if any, of the Corporation to retire
        shares of that series pursuant to a sinking fund; and

        (viii)    Any other relative rights, preferences and limitations
        of that series.

             Subject to the designations, relative rights, preferences and
   limitations provided pursuant to this paragraph A, each share of Preferred
   Stock shall be of equal rank with each other share of Preferred Stock.

             (2)  Dividends.  Before any dividends shall be paid or set apart
   for payment upon shares of Common Stock, the holders of each series of
   Preferred Stock shall be entitled to receive dividends at the rate per
   annum and at such times as specified in the particular series. 
   Dividends on shares of Preferred Stock shall be paid out of any funds
   legally available for the payment of such dividends, when and if declared
   by the Board of Directors.  Such dividends shall accumulate on each share
   of Preferred Stock from the date of issuance.  All dividends on shares of
   Preferred Stock shall be cumulative so that if the Corporation shall not
   pay, on a timely basis, the specified dividend, or any part thereof, on
   the shares of Preferred Stock then issued and outstanding, such deficiency
   shall thereafter be fully paid, but without interest, before any dividend
   shall be paid or set apart for payment on the Common Stock.

             Any dividend paid upon the Preferred Stock at a time when any
   accumulated dividends for any prior period are delinquent shall be
   expressly declared as a dividend in whole or partial payment of the
   accumulated dividend for the earliest dividend period for which dividends
   are then delinquent, and shall be so designated to each shareholder to
   whom payment is made.  All shares of Preferred Stock shall rank equally
   and shall share ratably, in proportion to the rate of dividend of the
   series, in all dividends paid or set aside for payment for any dividend
   period or part thereof upon any such shares.

             Except to the limited extent hereinafter provided, so long as
   any shares of Preferred Stock shall be outstanding, no dividend, whether
   in cash, stock or otherwise, shall be paid or declared nor shall any
   distribution be made on the Common Stock, nor shall any Common Stock be
   purchased, redeemed or otherwise acquired for value by the Corporation,
   nor shall any moneys be paid to or set aside or made available for a
   sinking fund for the purchase or redemption of any Common Stock, unless:

           (i)    All dividends on the Preferred Stock of all series for
        all past dividend periods shall have been paid or shall have
        been declared and a sum sufficient for the payment thereof set
        apart; and

          (ii)    The Corporation shall have set aside all amounts
        theretofore required to be set aside as and for all sinking fund
        accounts, if any, for the redemption or purchase of all series
        of Preferred Stock for all past sinking fund payment periods or
        dates.

   The foregoing provisions shall not, however, apply to, or in any way
   restrict (x) any acquisition of Common Stock in exchange solely for Common
   Stock; (y) the acquisition of Common Stock through application of the
   proceeds of the sale of Common Stock; or (z) stock dividends or
   distributions payable only in shares of stock having rights and
   preferences subordinate to the Preferred Stock.

             (3)  Liquidation, Dissolution or Winding Up.  In case of
   voluntary or involuntary liquidation, dissolution or winding up of the
   Corporation, the holders of shares of each series of Preferred Stock shall
   be entitled to receive out of the assets of the Corporation in money or
   money's worth the amount specified in the particular series for each share
   at the time outstanding together with all accrued but unpaid dividends
   thereon, before any of such assets shall be paid or distributed to holders
   of Common Stock.  In case of the voluntary or involuntary liquidation,
   dissolution or winding up of the Corporation, if the assets of the
   Corporation shall be insufficient to pay the holders of all shares of
   Preferred Stock then outstanding the entire amounts to which they may be
   entitled, the holders of shares of each outstanding series of Preferred
   Stock shall share ratable in such assets in proportion to the respective
   amounts payable in liquidation.

             (4)  Voting Rights.  The holders of Preferred Stock shall have
   only such voting rights as are fixed for shares of each series by the
   Board of Directors pursuant to this paragraph A or are provided by the
   Wisconsin Business Corporation Law.

             B.   Common Stock.

             (1)  Voting Rights and Powers.

                  (a)  Except as otherwise provided by the WisconsIn Business
   Corporation Law and except as may be determined by the Board of Directors
   with respect to the Preferred Stock pursuant to paragraph A of this
   Article 4, only the holders of Common Stock shall be entitled to vote for
   the election of directors of the corporation and for all other corporate
   purposes.  With respect to all matters upon which shareholders are
   entitled to vote or to which shareholders are entitled to give consent,
   the holders of the outstanding shares of Class A Common Stock and the
   holders of the outstanding shares of Class B Common Stock shall vote
   together as a single class, and every holder of any outstanding shares of
   Class A Common Stock shall be entitled to cast thereon one (1) vote in
   person or by proxy for each share of Class A Common Stock standing in his
   name on the stock transfer records of the Corporation, and every holder of
   any outstanding shares of Class B Common Stock shall be entitled to cast
   thereon three (3) votes in person or by proxy for each share of Class B
   Common Stock standing in his name on the stock transfer records of the
   Corporation; provided that with respect to any proposed corporate action
   which would require a separate class vote under the Wisconsin Business
   Corporation Law, the approval of a majority of the votes entitled to be
   cast by the holders of the class affected by the proposed action, voting
   separately as a class, shall be obtained in addition to the approval of a
   majority of the votes entitled to be cast by the holders of the Class A
   Common Stock and the Class B Common Stock voting together as a single
   class as hereinbefore provided.

                  (b)  The voting power limitations and/or restrictions of
   Section 180.1150 of the Wisconsin Business Corporation Law, or any
   successor provision thereto, shall not apply to any shares of Class B
   Common Stock held by any person.

             (2)  Dividends and Distributions.

                  (a)  Subject to the provisions of this Article 4, the Board
   of Directors may, in its discretion, out of funds legally available for
   the payment of dividends and at such times and in such manner as
   determined by the Board of Directors, declare and pay dividends on the
   Common Stock.

                  (b)  As and when cash dividends may be declared from time
   to time by the Board of Directors out of funds legally available therefor,
   the cash dividend payable with respect to each share of the Class A Common
   Stock shall in all cases be in an amount equal to at least one hundred ten
   percent (110%) of the amount of the cash dividend payable with respect to
   each share of the Class B Common Stock.  Cash dividends may be declared
   and payable with respect to the Class A Common Stock without a concurrent
   cash dividend declared and payable with respect to the Class B Common
   Stock.  Distributions declared by the Board of Directors to be in
   connection with the partial or complete liquidation of the corporation or
   any of its subsidiaries shall not be considered to be cash dividends for
   the purposes of this Paragraph (2).

                  (c)  Each share of Class A Common Stock and Class B Common
   Stock shall be equal in respect to rights to dividends (other than those
   payable in cash) and distributions (except distributions declared by the
   Board of Directors to be in connection with the liquidation, dissolution
   or winding up of the corporation) when and as declared, in the form of
   stock or other property of the Corporation, except that in the case of
   dividends or other distributions payable in stock of the Corporation,
   including distributions pursuant to stock split-ups or divisions, which
   occur after the initial issuance of shares of the Class B Common Stock by
   the Corporation, only shares of Class A Common Stock shall be distributed
   with respect to the Class A Common Stock and only shares of Class B Common
   Stock shall be distributed with respect to the Class B Common Stock.

             (3)  Liquidation, Dissolution or Winding Up.

                  (a)  In the event of any voluntary or involuntary
   liquidation, dissolution or winding up of the corporation, after there
   shall have been paid to or set aside for the holders of shares of
   Preferred Stock the full preferential amounts to which they are entitled,
   the holders of outstanding shares of Common Stock shall be entitled to
   receive pro rata, according to the number of shares held by each, the
   remaining assets of the corporation available for distribution as set
   forth herein.

                  (b)  In case of voluntary or involuntary liquidation,
   dissolution or winding up of the Corporation, the holders of Class A
   Common Stock shall be entitled to receive out of the assets of the
   Corporation in money or money's worth the sum of One Dollar ($1.00) per
   share (the "Class A Payment"), subject to equitable adjustment in the
   event of any subdivisions, combinations, stock splits or stock dividends
   involving shares of the Class A Common Stock, before any of such assets
   shall be paid or distributed to holders of Class B Common Stock.  If the
   assets of the Corporation shall be insufficient to pay the entire Class A
   Payment to the holders of the then outstanding Class A Common Stock, then
   the holders of the Class A Common Stock shall share ratably in such assets
   in proportion to the amounts which would be payable with respect to Class
   A Common Stock as if the Class A Payment was paid in full.  After payment
   in full of the Class A Payment, the holders of Class B Common Stock shall
   be entitled to receive out of the remaining assets of the Corporation in
   money or money's worth the sum of One Dollar ($1.00) per share (the "Class
   B Payment"), subject to equitable adjustment in the event of any
   subdivisions, combinations, stock splits or stock dividends involving
   shares of the Class B Common Stock, before any of such remaining assets
   shall be paid or distributed to holders of the Class A Common Stock.  If
   the remaining assets of the Corporation shall be insufficient to pay the
   entire Class B Payment to the holders of the then outstanding Class B
   Common Stock, then the holders of the Class B Common Stock shall share
   ratably in such assets in proportion to the amounts which would be payable
   with respect to Class B Common Stock as if the Class B Payment was paid in
   full.  After payment in full of the Class A Payment and the Class B
   Payment, any further payments on the liquidation, dissolution or winding
   up of the business of the Corporation shall be made on an equal basis as
   to all of the shares of capital stock then outstanding.

             (4)  Conversion of the Class B Common Stock.

                  (a)  Each share of Class B Common Stock may at any time or
   from time to time, at the option of the respective holder thereof, be
   converted into one fully paid and nonassessable (except to the extent of
   any statutory liability imposed by Section 180.0622 of the Wisconsin
   Business Corporation Law) share of Class A Common Stock.  Such conversion
   right shall be exercised by the surrender of the certificate representing
   such share of Class B Common Stock to be converted to the Corporation at
   any time during normal business hours at the principal executive offices
   of the Corporation in Wisconsin Rapids, Wisconsin (to the attention of the
   Secretary of the Corporation), or if an agent for the registration or
   transfer of shares of Class B Common Stock is then duly appointed and
   acting (said agent being referred to in this Article 4 as the "Transfer
   Agent") then at the office of the Transfer Agent, accompanied by a written
   notice of the election by the holder thereof to convert and (if so
   required by the Corporation or the Transfer Agent) by instruments of
   transfer, in form satisfactory to the Corporation and to the Transfer
   Agent, if any, duly executed by such holder or his duly authorized
   attorney, and transfer tax stamps or funds therefor, if required pursuant
   to Paragraph (4)(e), below.

                  (b)  As promptly as practicable after the surrender for
   conversion of a certificate representing shares of Class B Common Stock in
   the manner provided in Paragraph (4)(a), above, and the payment in cash of
   any amount required by the provisions of Paragraphs (4)(a) and (4)(e), the
   Corporation will deliver, or will cause to be delivered at the office of
   the Transfer Agent to, or upon the written order of, the holder of such
   certificate, a certificate or certificates representing the number of full
   shares of Class A Common Stock issuable upon such conversion, issued in
   such name or names as such holder may direct.  The Corporation shall not,
   however, upon any such conversion, issue any fractional share of Class A
   Common Stock, and any shareholder who would otherwise be entitled to
   receive such fractional share if issued shall receive in lieu thereof a
   full share of Class A Common Stock.  Any such conversion shall be deemed
   to have been made immediately prior to the close of business on the date
   of the surrender of the certificate representing shares of Class B Common
   Stock, and all rights of the holder of such shares as such holder shall
   cease at such time and the person or persons in whose name or names the
   certificate or certificates representing the shares of Class A Common
   Stock are to be issued shall be treated for all purposes as having become
   the record holder or holders of such shares of Class A Common Stock at
   such time; provided, however, that any such surrender and payment on any
   date when the stock transfer records of the Corporation shall be closed
   shall constitute the person or persons in whose name or names the
   certificate or certificates representing shares of Class A Common Stock
   are to be issued as the record holder or holders thereof for all purposes
   immediately prior to the close of business on the next succeeding day on
   which such stock transfer records are open.

                  (c)  No adjustments in respect of dividends shall be made
   upon the conversion of any share of Class B Common Stock; provided,
   however, that if a share shall be converted subsequent to the record date
   for the payment of a dividend or other distribution on shares of Class B
   Common Stock but prior to such payment, the registered holder of such
   share at the close of business on such record date shall be entitled to
   receive the dividend or other distribution payable on such share on the
   date set for payment of such dividend or other distribution
   notwithstanding the conversion thereof or the Corporation's default in
   payment of the dividend or distribution due on such date.

                  (d)  The Corporation will at all times reserve and keep
   available, solely for the purpose of issuance upon conversion of the
   outstanding shares of Class B Common Stock, such number of shares of Class
   A Common Stock as shall be issuable upon the conversion of all of such
   outstanding shares; provided, however, that nothing contained herein shall
   be construed to preclude the Corporation from satisfying its obligations
   in respect of the conversion of the outstanding shares of Class B Common
   Stock by delivery of purchased shares of Class A Common Stock which are
   held in the treasury of the Corporation.  If any shares of Class A Common
   Stock required to be reserved for purposes of conversion hereunder require
   registration with, or approval of, any governmental authority under any
   Federal or state law before such shares of Class A Common Stock may be
   issued upon conversion, the Corporation will use its best efforts to cause
   such shares to be duly registered or approved, as the case may be.

                  (e)  The issuance of certificates for shares of Class A
   Common Stock upon conversion of shares of Class B Common Stock shall be
   made without charge for any stamp or other similar tax in respect of such
   issuance.  However, if any such certificate is to be issued in a name
   other than that of the holder of the share or shares of Class B Common
   Stock converted, the person or persons requesting the issuance thereof
   shall pay to the Corporation the full amount of any tax which may be
   payable in respect of any transfer involved in such issuance or shall
   establish to the satisfaction of the Corporation that such tax has been
   paid.

                  (f)  When the number of outstanding shares of Class B
   Common Stock falls below two percent (2%) of the aggregate number of
   shares of Class A Common Stock and Class B Common Stock then outstanding
   (or such higher number as results from adjustments for stock splits, stock
   dividends or other events), the outstanding shares of Class B Common Stock
   shall be deemed without further act on anyone's part to be immediately and
   automatically converted into shares of Class A Common Stock, and stock
   certificates formerly representing outstanding shares of Class B Common
   Stock shall thereupon and thereafter be deemed to represent a like number
   of full shares of Class A Common Stock.  In the event that any shareholder
   would otherwise be entitled to receive a fractional share of Class A
   Common Stock upon any such conversion, such shareholder shall receive in
   lieu thereof a full share of Class A Common Stock.

             (5)  No Subsequent Issuance of Class B Common Stock.

             Subsequent to the initial issuance of the shares of Class B
   Common Stock, the Board of Directors may only issue such shares in the
   form of a distribution or distributions pursuant to a stock dividend on or
   split-up of the shares of the Class B Common Stock and only to the then
   holders of the outstanding shares of the Class B Common Stock in
   conjunction with and in the same ratio as a stock dividend on or split-up
   of the shares of the Class A Common Stock.  Except as provided in this
   paragraph (5), the Corporation shall not issue additional shares of Class
   B Common Stock after the initial issuance of such shares by the
   Corporation, and all shares of Class B Common Stock surrendered for
   conversion shall be retired, unless otherwise approved by the affirmative
   vote of the holders of a majority of the outstanding shares of the Class A
   Common Stock and Class B Common Stock entitled to vote, voting together as
   a single class, as provided in Paragraph (B)(1) of this Article 4.

             (6)  No Preemptive Rights.

             No holder of any issued and outstanding share of Class A Common
   Stock, Class B Common Stock or Preferred Stock shall, as such holder, have
   any preemptive right in or right to purchase or subscribe for, any new or
   additional shares of Class A Common Stock, Class B Common Stock and/or
   Preferred Stock, or any shares of any other class or series of capital
   stock, or any obligations or other rights or options to subscribe for or
   purchase, any capital stock of any class of series, whether now or
   hereinafter authorized and whether issued by the corporation for cash or
   other consideration or by way of dividends or other distribution.

             THIRD:  That the foregoing amendment of the Articles of
   Incorporation of the corporation was adopted in accordance with Section
   180.1003 of the Wisconsin Business Corporation Law by the shareholders of
   the corporation on the 19th day of August, 1991, by the following vote:

                                                         VOTE ON ADOPTION
                 Numbers of   Shares     Affirmative
                   Shares     Entitled       Votes     Affirmative  Negative
     Class      Outstanding   to Vote      Required    Votes Cast    Votes
                                                                     Cast
    Class A       2,507,194   2,507,194    1,253,598    1,429,578   504,242
    Common

    Class B         318,101     318,101      477,152      954,303         0
    Common*

    Class A&B     2,825,295   2,825,295    1,730,750    2,383,881   504,242
    Combined*

    *  The Class B Shares have three (3) votes per share.

   <PAGE>

        Executed in duplicate and seal affixed this 19th day of August, 1991.

                                      /s/ John Swendrowski                   
                                      John Swendrowski
                                      President, Chief Executive Officer and
                                      Treasurer

   [NO CORPORATE SEAL]
                                      /s/ LeRoy J. Miles                    
                                      LeRoy J. Miles
                                      Executive Vice President and Secretary

   This instrument was drafted by and should be returned to Anthony M. 
   Marick of the firm of Foley & Lardner, 777 East Wisconsin Avenue,
   Milwaukee, Wisconsin 53202.

   <PAGE>
                              ARTICLES OF AMENDMENT
                                       OF
                            ARTICLES OF INCORPORATION
                                       OF
                           NORTHLAND CRANBERRIES, INC.

             1.   The name of the corporation is Northland Cranberries, Inc.

             2.   The first sentence of Article 4 of the Articles of
   Incorporation of the Corporation is amended in its entirety to read as
   follows:
                                    Article 4

             The total number of shares of all classes of capital stock
        which the Corporation shall have the authority to issue is
        Twenty-Seven Million (27,000,000) shares, consisting of:  (i)
        Twenty Million (20,000,000) shares of a class designated as
        "Class A Common Stock," with a par value of one cent ($.01) per
        share; (ii) Two Million (2,000,000) shares of a class designated
        as "Class B Common Stock," with a par value of one cent ($.01)
        per share; and (iii) Five Million (5,000,000) shares of a class
        designated as "Preferred Stock," with a par value of one cent
        ($.01) per share.

             3.   The foregoing amendment to the corporation's Articles of
   Incorporation was submitted to the corporation's shareholders by the Board
   of Directors of the corporation and was adopted by such shareholders on
   August 18, 1995 in accordance with Section 180.1003 of the Wisconsin
   Business Corporation Law.

             Executed on behalf of the corporation this 18th day of August,
   1995.
                                      ___________________________
                                      John A. Pazurek
                                      Vice President - Finance and Treasurer

   This instrument was drafted by and should be returned to Thomas L.
   Stricker, Jr. of the firm of Foley & Lardner, 777 East Wisconsin Avenue,
   Milwaukee, Wisconsin 53202.


                                                                  EXHIBIT 3.2

                                       Amended Effective January 15, 1996


                                     BYLAWS

                                       OF

                           NORTHLAND CRANBERRIES, INC.
                            (a Wisconsin corporation)

   <PAGE>
                               ARTICLE I.  OFFICES

             1.01.     Principal and Business Offices.  The corporation may
   have such principal and other business offices, either within or without
   the State of Wisconsin, as the Board of Directors may designate or as the
   business of the corporation may require from time to time.

             1.02.     Registered Office.  The registered office of the
   corporation required by the Wisconsin Business Corporation Law to be
   maintained in the State of Wisconsin may be, but need not be, identical
   with the principal office in the State of Wisconsin, and the address of
   the registered office may be changed from time to time by the Board of
   Directors or by the registered agent.  The business office of the
   registered agent of the corporation shall be identical to such registered
   office.

                            ARTICLE II.  SHAREHOLDERS

             2.01.     Annual Meeting.  The annual meeting of the
   shareholders shall be held on the first Wednesday in January of each year
   (beginning in 1997), or on such other date within thirty days before or
   after such date as may be fixed by or under the authority of the Board of
   Directors, for the purpose of electing directors and for the transaction
   of such other business as may come before the meeting. If the day fixed
   for the annual meeting shall be a legal holiday in the State of Wisconsin,
   such meeting shall be held on the next succeeding business day.  If the
   election of directors shall not be held on the day designated herein, or
   fixed as herein provided, for any annual meeting of the shareholders, or
   at any adjournment thereof, the Board of Directors shall cause the
   election to be held at a special meeting of the shareholders as soon
   thereafter as is practicable.

             2.02.     Special Meetings.  Special meetings of the
   shareholders, for any purpose or purposes, unless otherwise prescribed by
   the Wisconsin Business Corporation Law, may be called by the Board of
   Directors or the President.  The corporation shall call a special meeting
   of shareholders in the event that the holders of at least 10% of all of
   the votes entitled to be cast on any issue proposed to be considered at
   the proposed special meeting sign, date and deliver to the corporation one
   or more written demands for a special meeting describing one or more
   purposes for which it is to be held. The corporation shall give notice of
   such a special meeting within thirty days after the date that the demand
   is delivered to the corporation.

             2.03.     Place of Meeting.  The Board of Directors may
   designate any place, either within or without the State of Wisconsin, as
   the place of meeting for any annual or special meeting of shareholders. 
   If no designation is made, the place of meeting shall be the principal
   office of the corporation.  Any meeting may be adjourned to reconvene at
   any place designated by vote of a majority of the votes represented
   thereat.

             2.04.     Notice of Meeting.  Written notice stating the date,
   time and place of any meeting of shareholders and, in case of a special
   meeting, the purpose or purposes for which the meeting is called, shall be
   delivered not less than ten days nor more than sixty days before the date
   of the meeting (unless a different time is provided by the Wisconsin
   Business Corporation Law or the articles of incorporation), either
   personally or by mail, by or at the direction of the President or the
   Secretary, to each shareholder of record entitled to vote at such meeting
   and to such other persons as required by the Wisconsin Business
   Corporation Law.  If mailed, such notice shall be deemed to be effective
   when deposited in the United States mail, addressed to the shareholder at
   his or her address as it appears on the stock record books of the
   corporation, with postage thereon prepaid. If an annual or special meeting
   of shareholders is adjourned to a different date, time or place, the
   corporation shall not be required to give notice of the new date, time or
   place if the new date, time or place is announced at the meeting before
   adjournment; provided, however, that if a new record date for an adjourned
   meeting is or must be fixed, the corporation shall give notice of the
   adjourned meeting to persons who are shareholders as of the new record
   date.

             2.045.    Proper Business or Purposes of Shareholder Meetings. 
   To be properly brought before a meeting of shareholders, business must be
   (a) specified in the notice of the meeting (or any supplement thereto)
   given by or at the discretion of the Board of Directors or otherwise as
   provided in Section 2.04 hereof; (b) otherwise properly brought before the
   meeting by or at the direction of the Board of Directors; or (c) otherwise
   properly brought before the meeting by a shareholder.  For business to be
   properly brought before a meeting by a shareholder, the shareholder must
   have given written notification thereof, either by personal delivery or by
   United States mail, postage prepaid, to the Secretary of the corporation,
   and, in the case of an annual meeting, such notification must be given not
   later than thirty (30) days in advance of the Originally Scheduled Date of
   such meeting; provided, however, that if the Originally Scheduled Date of
   such annual meeting is earlier than the date specified in these bylaws as
   the date of the annual meeting and if the Board of Directors does not
   determine otherwise, or in the case of a special meeting of shareholders,
   such written notice may be so given and received not later than the close
   of business on the 15th day following the date of the first public
   disclosure, which may include any public filing with the Securities and
   Exchange Commission, of the Originally Scheduled Date of such meeting. 
   Any such notification shall set forth as to each matter the shareholder
   proposes to bring before the meeting (i) a brief description of the
   business desired to be brought before the meeting and the reasons for
   conducting such business at the meeting and, in the event that such
   business includes a proposal to amend either the articles of incorporation
   or bylaws of the corporation, the exact language of the proposed
   amendment; (ii) the name and address of the shareholder proposing such
   business; (iii) a representation that the shareholder is a holder of
   record of stock of the corporation entitled to vote at such meeting and
   intends to appear in person or by proxy at the meeting to propose such
   business; and (iv) any material interest of the shareholder in such
   business.  No business shall be conducted at a meeting of shareholders
   except in accordance with this Section 2.045, and the chairman of any
   meeting of shareholders may refuse to permit any business to be brought
   before such meeting without compliance with the foregoing procedures.  For
   purposes of these bylaws, the "Originally Scheduled Date" of any meeting
   of shareholders shall be the date such meeting is scheduled to occur as
   specified in the notice of such meeting first generally given to
   shareholders regardless of whether any subsequent notice is given for such
   meeting or the record date of such meeting is changed. Nothing contained
   in this Section 2.045 shall be construed to limit the rights of a
   shareholder to submit proposals to the corporation which comply with the
   proxy rules of the Securities and Exchange Commission for inclusion in the
   corporation's proxy statement for consideration at shareholder meetings.

             2.05.     Waiver of Notice.  A shareholder may waive any notice
   required by the Wisconsin Business Corporation Law, the articles of
   incorporation or these bylaws before or after the date and time stated in
   the notice.  The waiver shall be in writing and signed by the shareholder
   entitled to the notice, contain the same information that would have been
   required in the notice under applicable provisions of the Wisconsin
   Business Corporation Law (except that the time and place of meeting need
   not be stated) and be delivered to the corporation for inclusion in the
   corporate records.  A shareholder's attendance at a meeting, in person or
   by proxy, waives objection to all of the following: (a) lack of notice or
   defective notice of the meeting, unless the shareholder at the beginning
   of the meeting or promptly upon arrival objects to holding the meeting or
   transacting business at the meeting; and (b) consideration of a particular
   matter at the meeting that is not within the purpose described in the
   meeting notice, unless the shareholder objects to considering the matter
   when it is presented.

             2.06.     Fixing of Record Date.  The Board of Directors may fix
   in advance a date as the record date for the purpose of determining
   shareholders entitled to notice of and to vote at any meeting of
   shareholders, shareholders entitled to demand a special meeting as
   contemplated by Section 2.02 hereof, shareholders entitled to take any
   other action, or shareholders for any other purpose.  Such record date
   shall not be more than seventy days prior to the date on which the
   particular action, requiring such determination of shareholders, is to be
   taken.  If no record date is fixed by the Board of Directors or by the
   Wisconsin Business Corporation Law for the determination of shareholders
   entitled to notice of and to vote at a meeting of shareholders, the record
   date shall be the close of business on the day before the first notice is
   given to shareholders.  If no record date is fixed by the Board of
   Directors or by the Wisconsin Business Corporation Law for the
   determination of shareholders entitled to demand a special meeting as
   contemplated in Section 2.02 hereof, the record date shall be the date
   that the first shareholder signs the demand.  Except as provided by the
   Wisconsin Business Corporation Law for a court-ordered adjournment, a
   determination of shareholders entitled to notice of and to vote at a
   meeting of shareholders is effective for any adjournment of such meeting
   unless the Board of Directors fixes a new record date, which it shall do
   if the meeting is adjourned to a date more than 120 days after the date
   fixed for the original meeting.  The record date for determining
   shareholders entitled to a distribution (other than a distribution
   involving a purchase, redemption or other acquisition of the corporation's
   shares) or a share dividend is the date on which the Board of Directors
   authorized the distribution or share dividend, as the case may be, unless
   the Board of Directors fixes a different record date.

             2.07.     Shareholders' List for Meetings.  After a record date
   for a special or annual meeting of shareholders has been fixed, the
   corporation shall prepare a list of the names of all of the shareholders
   entitled to notice of the meeting.  The list shall be arranged by class or
   series of shares, if any, and show the address of and number of shares
   held by each shareholder. Such list shall be available for inspection by
   any shareholder, beginning two business days after notice of the meeting
   is given for which the list was prepared and continuing to the date of the
   meeting, at the corporation's principal office or at a place identified in
   the meeting notice in the city where the meeting will be held.  A
   shareholder or his or her agent may, on written demand, inspect and,
   subject to the limitations imposed by the Wisconsin Business Corporation
   Law, copy the list, during regular business hours and at his or her
   expense, during the period that it is available for inspection pursuant to
   this Section 2.07.  The corporation shall make the shareholders' list
   available at the meeting and any shareholder or his or her agent or
   attorney may inspect the list at any time during the meeting or any
   adjournment thereof.  Refusal or failure to prepare or make available the
   shareholders' list shall not affect the validity of any action taken at a
   meeting of shareholders.

             2.08.     Quorum and Voting Requirements.  Shares entitled to
   vote as a separate voting group may take action on a matter at a meeting
   only if a quorum of those shares exists with respect to that matter. 
   Except as otherwise provided in the articles of incorporation or the
   Wisconsin Business Corporation Law, a majority of the votes entitled to be
   cast on the matter shall constitute a quorum of the voting group for
   action on that matter.  Once a share is represented for any purpose at a
   meeting, other than for the purpose of objecting to holding the meeting or
   transacting business at the meeting, it is considered present for purposes
   of determining whether a quorum exists for the remainder of the meeting
   and for any adjournment of that meeting unless a new record date is or
   must be set for the adjourned meeting.  If a quorum exists, except in the
   case of the election of directors, action on a matter shall be approved if
   the votes cast within the voting group favoring the action exceed the
   votes cast opposing the action, unless the articles of incorporation or
   the Wisconsin Business Corporation Law requires a greater number of
   affirmative votes.  Unless otherwise provided in the articles of
   incorporation, each director shall be elected by a plurality of the votes
   cast by the shares entitled to vote in the election of directors at a
   meeting at which a quorum is present. Though less than a quorum of the
   outstanding votes of a voting group are represented at a meeting, a
   majority of the votes so represented may adjourn the meeting from time to
   time without further notice.  At such adjourned meeting at which a quorum
   shall be present or represented, any business may be transacted which
   might have been transacted at the meeting as originally notified.

             2.09.     Conduct of Meeting.  The President, and in his absence
   or discretion, a Vice President in the order provided under Section 4.07
   hereof or as chosen by the President, and in their absence, any person
   chosen by the shareholders present shall call the meeting of the
   shareholders to order and shall act as chairman of the meeting, and the
   Secretary of the corporation shall act as secretary of all meetings of the
   shareholders, but, in the absence or upon the request of the Secretary,
   the presiding officer may appoint any other person to act as secretary of
   the meeting.

             2.10.     Proxies.  At all meetings of shareholders, a
   shareholder may vote his or her shares in person or by proxy.  A
   shareholder may appoint a proxy to vote or otherwise act for the
   shareholder by signing an appointment form, either personally or by his or
   her attorney-in-fact.  An appointment of a proxy is effective when
   received by the Secretary or other officer or agent of the corporation
   authorized to tabulate votes.  An appointment is valid for eleven months
   from the date of its signing unless a different period is expressly
   provided in the appointment form.

             2.11.     Voting of Shares.  Except as provided in the articles
   of incorporation or in the Wisconsin Business Corporation Law, each
   outstanding share of Class A Common Stock, is entitled to one vote on each
   matter voted on at a meeting of shareholders and each outstanding share of
   Class B Common Stock is entitled to three votes on each matter voted on at
   a meeting of shareholders.

             2.12.     Action without Meeting.  Any action required or
   permitted by the articles of incorporation or these bylaws or any
   provision of the Wisconsin Business Corporation Law to be taken at a
   meeting of the shareholders may be taken without a meeting and without
   action by the Board of Directors if a written consent or consents,
   describing the action so taken, is signed by all of the shareholders
   entitled to vote with respect to the subject matter thereof and delivered
   to the corporation for inclusion in the corporate records.

             2.13.     Acceptance of Instruments Showing Shareholder Action. 
   If the name signed on a vote, consent, waiver or proxy appointment
   corresponds to the name of a shareholder, the corporation, if acting in
   good faith, may accept the vote, consent, waiver or proxy appointment and
   give it effect as the act of a shareholder.  If the name signed on a vote,
   consent, waiver or proxy appointment does not correspond to the name of a
   shareholder, the corporation, if acting in good faith, may accept the
   vote, consent, waiver or proxy appointment and give it effect as the act
   of the shareholder if any of the following apply:

             (a)  The shareholder is an entity and the name signed purports
   to be that of an officer or agent of the entity.

             (b)  The name purports to be that of a personal representative,
   administrator, executor, guardian or conservator representing the
   shareholder and, if the corporation requests, evidence of fiduciary status
   acceptable to the corporation is presented with respect to the vote,
   consent, waiver or proxy appointment.

             (c)  The name signed purports to be that of a receiver or
   trustee in bankruptcy of the shareholder and, if the corporation requests,
   evidence of this status acceptable to the corporation is presented with
   respect to the vote, consent, waiver or proxy appointment.

             (d)  The name signed purports to be that of a pledgee,
   beneficial owner, or attorney-in-fact of the shareholder and, if the
   corporation requests, evidence acceptable to the corporation of the
   signatory's authority to sign for the shareholder is presented with
   respect to the vote, consent, waiver or proxy appointment.

             (e)  Two or more persons are the shareholders as co-tenants or
   fiduciaries and the name signed purports to be the name of at least one of
   the co-owners and the person signing appears to be acting on behalf of all
   co-owners.

   The corporation may reject a vote, consent, waiver or proxy appointment if
   the Secretary or other officer or agent of the corporation who is
   authorized to tabulate votes, acting in good faith, has reasonable basis
   for doubt about the validity of the signature on it or about the
   signatory's authority to sign for the shareholder.

                        ARTICLE III.  BOARD OF DIRECTORS

             3.01.     General Powers and Number.  All corporate powers shall
   be exercised by or under the authority of, and the business and affairs of
   the corporation managed under the direction of, the Board of Directors. 
   The number of directors of the corporation shall be seven.

             3.02.     Tenor and Qualifications.  Each director shall hold
   office until the next annual meeting of shareholders and until his or her
   successor shall have been elected and, if necessary, qualified, or until
   there is a decrease in the number of directors which takes effect after
   the expiration of his or her term, or until his or her prior death,
   resignation or removal.  A director may be removed by the shareholders
   only at a meeting called for the purpose of removing the director, and the
   meeting notice shall state that the purpose, or one of the purposes, of
   the meeting is removal of the director.  A director may be removed from
   office with or without cause if the votes cast to remove the director
   exceeds the number of votes cast not to remove such director.  A director
   may resign at any time by delivering written notice which complies with
   the Wisconsin Business Corporation Law to the Board of Directors, to the
   President (in his capacity as chairman of the Board of Directors) or to
   the corporation.  A director's resignation is effective when the notice is
   delivered unless the notice specifies a later effective date.  Directors
   need not be residents of the State of Wisconsin or shareholders of the
   corporation.

             3.025.    Shareholder Nomination Procedure.  Nominations for the
   election of directors may be made by the Board of Directors or a committee
   appointed by the Board of Directors or by any shareholder entitled to vote
   for the election of directors who complies fully with the requirements of
   this Section 3.025.  Any shareholder entitled to vote for the election of
   directors at a meeting may nominate a person or persons for election as a
   director or directors only if written notice of such shareholder's intent
   to make any such nomination is given, either by personal delivery or by
   United States mail, postage prepaid, to the Secretary of the corporation
   not later than: (i) with respect to an election to be held at any annual
   meeting of shareholders, 30 days in advance of the Originally Scheduled
   Date of such meeting (provided, however, that if the Originally Scheduled
   Date of such meeting is earlier than the date specified in these bylaws as
   the date of the annual meeting and if the Board of Directors does not
   determine otherwise, such written notice may be so given and received not
   later than the close of business on the 15th day following the date of the
   first public disclosure, which may include any public filing with the
   Securities and Exchange Commission, of the Originally Scheduled Date of
   such meeting); and (ii) with respect to an election to be held at a
   special meeting of shareholders, the close of business on the 15th day
   following the date of first public disclosure, which may include any
   public filing with the Securities and Exchange Commission, of the
   Originally Scheduled Date of such meeting.  Each such notice shall set
   forth: (a) the name and address of the shareholder who intends to make the
   nomination and of the person or persons to be nominated; (b) a
   representation that the shareholder is a holder of record of shares of the
   corporation entitled to vote at such meeting and intends to appear in
   person or by proxy at the meeting to nominate the person or persons
   specified in the notice; (c) a description of all arrangements or
   understandings between the shareholder and each nominee and any other
   person or persons (naming such person or persons) pursuant to which the
   nomination or nominations are to be made by the shareholder; (d) such
   other information regarding each nominee proposed by such shareholder as
   would have been required to be included in a proxy statement filed
   pursuant to the proxy rules of the Securities and Exchange Commission had
   each nominee been nominated, or intended to be nominated, by the Board of
   Directors; and (e) the consent of  each nominee to serve as a director of
   the corporation if so elected. The chairman of any meeting of shareholders
   to elect directors and the Board of Directors may refuse to acknowledge
   the nomination by a shareholder of any person not made in compliance with
   the foregoing procedure.

             3.03.     Regular Meetings.  A regular meeting of the Board of
   Directors shall be held without other notice than this bylaw immediately
   after the annual meeting of shareholders and each adjourned session
   thereof.  The place of such regular meeting shall be the same as the place
   of the meeting of shareholders which precedes it, or such other suitable
   place as may be communicated to the directors at or prior to such meeting
   of shareholders.  To the extent practicable, the date, time and place,
   either within or without the State of Wisconsin, for the holding of
   additional regular meetings of the Board of Directors shall be
   communicated amongst and generally agreed upon at any meeting of the Board
   of Directors.

             3.04.     Special Meetings.  Special meetings of the Board of
   Directors may be called by or at the request of the President, Secretary
   or any two directors.  The President or Secretary may fix any place,
   either within or without the State of Wisconsin, as the place for holding
   any special meeting of the Board of Directors, and if no other place is
   fixed the place of the meeting shall be the principal business office of
   the corporation in the State of Wisconsin.

             3.05.     Notice; Waiver.  Notice of each special meeting of the
   Board of Directors shall be given by written notice delivered or
   communicated in person, by telegraph, teletype, facsimile or other form of
   wire or wireless communication, or by mail or private carrier, to each
   director at his business address or at such other address as such director
   shall have designated in writing filed with the Secretary, in each case
   not less than forty-eight hours prior to the meeting.  The notice need not
   prescribe the purpose of the special meeting of the Board of Directors or
   the business to be transacted at such meeting.  If mailed, such notice
   shall be deemed to be effective when deposited in the United States mail
   so addressed, with postage thereon prepaid.  If notice is given by
   telegram, such notice shall be deemed to be effective when the telegram is
   delivered to the telegraph company.  If notice is given by private
   carrier, such notice shall be deemed to be effective when delivered to the
   private carrier.  Whenever any notice whatever is required to be given to
   any director of the corporation under the articles of incorporation or
   these bylaws or any provision of the Wisconsin Business Corporation Law, a
   waiver thereof in writing, signed at any time, whether before or after the
   date and time of meeting, by the director entitled to such notice shall be
   deemed equivalent to the giving of such notice. The corporation shall
   retain any such waiver as part of the permanent corporate records.  A
   director's attendance at or participation in a meeting waives any required
   notice to him or her of the meeting unless the director at the beginning
   of the meeting or promptly upon his or her arrival objects to holding the
   meeting or transacting business at the meeting and does not thereafter
   vote for or assent to action taken at the meeting.

             3.06.     Quorum.  Except as otherwise provided by the Wisconsin
   Business Corporation Law or by the articles of incorporation or these
   bylaws, a majority of the number of directors specified in Section 3.01 of
   these bylaws shall constitute a quorum for the transaction of business at
   any meeting of the Board of Directors.  Except as otherwise provided by
   the Wisconsin Business Corporation Law or by the articles of incorporation
   or by these bylaws, a quorum of any committee of the Board of Directors
   created pursuant to Section 3.12 hereof shall consist of a majority of the
   number of directors appointed to serve on the committee.  A majority of
   the directors present (though less than such quorum) may adjourn any
   meeting of the Board of Directors or any committee thereof, as the case
   may be, from time to time without further notice.

             3.07.     Manner of Acting.  The affirmative vote of a majority
   of the directors present at a meeting of the Board of Directors or a
   committee thereof at which a quorum is present shall be the act of the
   Board of Directors or such committee, as the case may be, unless the
   Wisconsin Business Corporation Law, the articles of incorporation or these
   bylaws require the vote of a greater number of directors.

             3.08.     Conduct of Meetings.  The President, and in his
   absence, a Vice President in the order provided under Section 4.07, and in
   their absence, any director chosen by the directors present, shall call
   meetings of the Board of Directors to order and shall act as chairman of
   the meeting. The Secretary of the corporation shall act as secretary of
   all meetings of the Board of Directors but in the absence of the
   Secretary, the presiding officer may appoint any other person present to
   act as secretary of the meeting.  Minutes of any regular or special
   meeting of the Board of Directors shall be prepared and distributed to
   each director.

             3.09.     Vacancies.  Except as provided below, any vacancy
   occurring in the Board of Directors, including a vacancy resulting from an
   increase in the number of directors, may be filled by any of the
   following: (a) the shareholders; (b) the Board of Directors; or (c) if the
   directors remaining in office constitute fewer than a quorum of the Board
   of Directors, the directors, by the affirmative vote of a majority of all
   directors remaining in office.  If the vacant office was held by a
   director elected by a voting group of shareholders, only the holders of
   shares of that voting group may vote to fill the vacancy if it is filled
   by the shareholders, and only the remaining directors elected by that
   voting group may vote to fill the vacancy if it is filled by the
   directors.  A vacancy that will occur at a specific later date, because of
   a resignation effective at a later date or otherwise, may be filled before
   the vacancy occurs, but the new director may not take office until the
   vacancy occurs.

             3.10.     Compensation.  The Board of Directors, irrespective of
   any personal interest of any of its members, may establish reasonable
   compensation of all directors for services to the corporation as
   directors, officers or otherwise, or may delegate such authority to an
   appropriate committee.  The Board of Directors also shall have authority
   to provide for or delegate authority to an appropriate committee to
   provide for reasonable pensions, disability or death benefits, and other
   benefits or payments, to directors, officers and employees and to their
   estates, families, dependents or beneficiaries on account of prior
   services rendered by such directors, officers and employees to the
   corporation.

             3.11.     Presumption of Assent.  A director who is present and
   is announced as present at a meeting of the Board of Directors or any
   committee thereof created in accordance with Section 3.12 hereof, when
   corporate action is taken, assents to the action taken unless any of the
   following occurs: (a) the director objects at the beginning of the meeting
   or promptly upon his or her arrival to holding the meeting or transacting
   business at the meeting; (b) the director's dissent or abstention from the
   action taken is entered in the minutes of the meeting; or (c) the director
   delivers written notice that complies with the Wisconsin Business
   Corporation Law of his or her dissent or abstention to the presiding
   officer of the meeting before its adjournment or to the corporation
   immediately after adjournment of the meeting.  Such right of dissent or
   abstention shall not apply to a director who votes in favor of the action
   taken.

             3.12.     Committees.  The Board of Directors by resolution
   adopted by the affirmative vote of a majority of all of the directors then
   in office may create one or more committees, appoint members of the Board
   of Directors to serve on the committees and designate other members of the
   Board of Directors to serve as alternates.  Each committee shall have two
   or more members who shall, unless otherwise provided by the Board of
   Directors, serve at the discretion of the Board of Directors.  A committee
   may be authorized to exercise the authority of the Board of Directors,
   except that a committee may not do any of the following: (a) authorize
   distributions; (b) approve or propose to shareholders action that the
   Wisconsin Business Corporation Law requires to be approved by
   shareholders; (c) fill vacancies on the Board of Directors or, unless the
   Board of Directors provides by resolution that vacancies on a committee
   shall be filled by the affirmative vote of the remaining committee
   members, on any Board committee; (d) amend the corporation's articles of
   incorporation; (e) adopt, amend or repeal bylaws; (f) approve a plan of
   merger not requiring shareholder approval; (g) authorize or approve
   reacquisition of shares, except according to a formula or method
   prescribed by the Board of Directors; and (h) authorize or approve the
   issuance or sale or contract for sale of shares, or determine the
   designation and relative rights, preferences and limitations of a class or
   series of shares, except that the Board of Directors may authorize a
   committee to do so within limits prescribed by the Board of Directors. 
   Unless otherwise provided by the Board of Directors in creating the
   committee, a committee may employ counsel, accountants and other
   consultants to assist it in the exercise of its authority.

             3.13.     Telephonic Meetings.  Except as herein provided and
   notwithstanding any place set forth in the notice of the meeting or these
   bylaws, members of the Board of Directors (and any committees thereof
   created pursuant to Section 3.12 hereof) may participate in regular or
   special meetings by, or through the use of, any means of communication by
   which all participants may simultaneously hear each other, such as by
   conference telephone. If a meeting is conducted by such means, then at the
   commencement of such meeting the presiding officer shall inform the
   participating directors that a meeting is taking place at which official
   business may be transacted.  Any participant in a meeting by such means
   shall be deemed present in person at such meeting. If action is to be
   taken at any meeting held by such means on any of the following: (a) a
   plan of merger or share exchange; (b) a sale, lease, exchange or other
   disposition of substantial property or assets of the corporation; (c) a
   voluntary dissolution or the revocation of voluntary dissolution
   proceedings; or (d) a filing for bankruptcy, then the identity of each
   director participating in such meeting must be verified by the disclosure
   at such meeting by each such director of each such director's social
   security number to the secretary of the meeting before a vote may be taken
   on any of the foregoing matters.  For purposes of the preceding clause
   (b), the phrase "sale, lease, exchange or other disposition of substantial
   property or assets" shall mean any sale, lease, exchange or other
   disposition of property or assets of the corporation having a net book
   value equal to 10% or more of the net book value of the total assets of
   the corporation on and as of the close of the fiscal year last ended prior
   to the date of such meeting and as to which financial statements of the
   corporation have been prepared.  Notwithstanding the foregoing, no action
   may be taken at any meeting held by such means on any particular matter
   which the presiding officer determines, in his or her sole discretion, to
   be inappropriate under the circumstances for action at a meeting held by
   such means.  Such determination shall be made and announced in advance of
   such meeting.

             3.14.     Action without Meeting.  Any action required or
   permitted by the Wisconsin Business Corporation Law to be taken at a
   meeting of the Board of Directors or a committee thereof created pursuant
   to Section 3.12 hereof may be taken without a meeting if the action is
   taken by all members of the Board or of the committee.  The action shall
   be evidenced by one or more written consents describing the action taken,
   signed by each director or committee member and retained by the
   corporation.  Such action shall be effective when the last director or
   committee member signs the consent, unless the consent specifies a
   different effective date.

                              ARTICLE IV.  OFFICERS

             4.01.     Number.  The principal officers of the corporation
   shall be a President, the number of Vice Presidents as authorized from
   time to time by the Board of Directors, a Secretary, and a Treasurer, each
   of whom shall be elected by the Board of Directors.  Such other officers
   and assistant officers as may be deemed necessary may be elected or
   appointed by the Board of Directors or the President.  The Board of
   Directors may also authorize any duly authorized officer to appoint one or
   more officers or assistant officers. Any two or more offices may be held
   by the same person.

             4.02.     Election and Term of Office.  The officers of the
   corporation to be elected by the Board of Directors shall be elected
   annually by the Board of Directors at the first meeting of the Board of
   Directors held after each annual meeting of the shareholders.  If the
   election of officers shall not be held at such meeting, such election
   shall be held as soon thereafter as is practicable.  Each officer shall
   hold office until his or her successor shall have been duly elected or
   until his or her prior death, resignation or removal.

             4.03.     Removal.  The Board of Directors may remove any
   officer and, unless restricted by the Board of Directors or these bylaws,
   an officer may remove any officer or assistant officer appointed by that
   officer, at any time, with or without cause and notwithstanding the
   contract rights, if any, of the officer removed.  The appointment of an
   officer does not of itself create contract rights.

             4.04.     Resignation.  An officer may resign at any time by
   delivering notice to the corporation that complies with the Wisconsin
   Business Corporation Law.  The resignation shall be effective when the
   notice is delivered, unless the notice specifies a later effective date
   and the corporation accepts the later effective date.

             4.05.     Vacancies.  A vacancy in any principal office because
   of death, resignation, removal, disqualification or otherwise, shall be
   filled by the Board of Directors for the unexpired portion of the term. 
   If a resignation of an officer is effective at a later date as
   contemplated by Section 4.04 hereof, the Board of Directors may fill the
   pending vacancy before the effective date if the Board provides that the
   successor may not take office until the effective date.

             4.06.     President.  The President shall be the Chief Executive
   Officer of the corporation and, subject to the direction of the Board of
   Directors, shall in general supervise and control all of the business and
   affairs of the corporation. The President shall, when present, preside at
   all meetings of the shareholders and of the Board of Directors.  He shall
   have authority, subject to such rules as may be prescribed by the Board of
   Directors, to appoint such agents and employees of the corporation as he
   shall deem necessary, to prescribe their powers, duties and compensation,
   and to delegate authority to them.  Such agents and employees shall hold
   office at the discretion of the President.  He shall have authority to
   sign, execute and acknowledge, on behalf of the corporation, all deeds,
   mortgages, bonds, stock certificates, contracts, leases, reports and all
   other documents or instruments necessary or proper to be executed in the
   course of the corporation's regular business, or which shall be authorized
   by resolution of the Board of Directors; and, except as otherwise provided
   by law or the Board of Directors, he may authorize any Vice President or
   other officer or agent of the corporation to sign, execute and acknowledge
   such documents or instruments in his place and stead.  In general he shall
   perform all duties incident to the office of President and such other
   duties as may be prescribed by the Board of Directors from time to time.

             4.07.     The Vice Presidents.  In the absence of the president
   or in the event of the President's death, inability or refusal to act, or
   in the event for any reason it shall be impracticable for the President to
   act personally, the Executive Vice President (or in the event of his
   absence or inability to act, any Vice President in the order designated by
   the Board of Directors or President, or in the absence of any designation,
   then in the order of their election) shall perform the duties of the
   President, and when so acting, shall have all the powers of and be subject
   to all the restrictions upon the President.  Any Vice President may sign,
   with the Secretary or Assistant Secretary, certificates for shares of the
   corporation; and shall perform such other duties and have such authority
   as from time to time may be delegated or assigned to him or her by the
   President or by the Board of Directors.  The execution of any instrument
   of the corporation by any Vice President shall be conclusive evidence, as
   to third parties, of his or her authority to act in the stead of the
   President.

             4.08.     The Secretary.  The Secretary shall: (a) keep minutes
   of the meetings of the shareholders and of the Board of Directors (and of
   committees thereof) in one or more books provided for that purpose
   (including records of actions taken by the shareholders or the Board of
   Directors (or committees thereof) without a meeting); (b) see that all
   notices are duly given in accordance with the provisions of these bylaws
   or as required by the Wisconsin Business Corporation Law; (c) be custodian
   of the corporate records and of the seal of the corporation, if any, and
   see that the seal of the corporation, if any, is affixed to all documents
   the execution of which on behalf of the corporation under its seal is
   required and duly authorized; (d) maintain a record of the shareholders of
   the corporation, in a form that permits preparation of a list of the names
   and addresses of all shareholders, by class or series of shares and
   showing the number and class or series of shares held by each shareholder;
   (e) sign with the President, or a Vice President, certificates for shares
   of the corporation, the issuance of which shall have been authorized by
   resolution of the Board of Directors; (f) have general charge of the stock
   transfer books of the corporation; and (g) in general perform all duties
   incident to the office of Secretary and have such other duties and
   exercise such authority as from time to time may be delegated or assigned
   by the President or by the Board of Directors.

             4.09.     The Treasurer.  The Treasurer shall: (a) have charge
   and custody of and be responsible for all funds and securities of the
   corporation; (b) maintain appropriate accounting records; (c) receive and
   give receipts for moneys due and payable to the corporation from any
   source whatsoever, and deposit all such moneys in the name of the
   corporation in such banks, trust companies or other depositaries as shall
   be selected in accordance with the provisions of Section 5.04; and (d) in
   general perform all of the duties incident to the office of Treasurer and
   have such other duties and exercise such other authority as from time to
   time may be delegated or assigned by the President or by the Board of
   Directors.  If required by the Board of Directors, the Treasurer shall
   give a bond for the faithful discharge of his or her duties in such sum
   and with such surety or sureties as the Board of Directors shall
   determine.

             4.10.     Assistant Secretaries and Assistant Treasurers. There
   shall be such number of Assistant Secretaries and Assistant Treasurers as
   the Board of Directors or President may from time to time authorize.  The
   Assistant Secretaries may sign with the President or a Vice President
   certificates for shares of the corporation the issuance of which shall
   have been authorized by a resolution of the Board of Directors.  The
   Assistant Treasurers shall respectively, if required by the Board of
   Directors, give bonds for the faithful discharge of their duties in such
   sums and with such sureties as the Board of Directors shall determine. 
   The Assistant Secretaries and Assistant Treasurers, in general, shall
   perform such duties and have such authority as shall from time to time be
   delegated or assigned to them by the Secretary or the Treasurer,
   respectively, or by the President or the Board of Directors.

             4.11.     Other Assistants and Acting Officers.  The Board of
   Directors and President shall have the power to appoint, or to authorize
   any duly appointed officer of the corporation to appoint, any person to
   act as assistant to any officer, or as agent for the corporation in his or
   her stead, or to perform the duties of such officer whenever for any
   reason it is impracticable for such officer to act personally, and such
   assistant or acting officer or other agent so appointed by the Board of
   Directors or an authorized officer shall have the power to perform all the
   duties of the office to which he or she is so appointed to be an
   assistant, or as to which he or she is so appointed to act, except as such
   power may be otherwise defined or restricted by the Board of Directors,
   the President or the appointing officer.

                      ARTICLE V.  CONTRACTS, LOANS, CHECKS
                      AND DEPOSITS; SPECIAL CORPORATE ACTS

             5.01.     Contracts.  The Board of Directors may authorize any
   officer or officers, agent or agents, to enter into any contract or
   execute or deliver any instrument in the name of and on behalf of the
   corporation, and such authorization may be general or confined to specific
   instances.  In the absence of other designation, all deeds, mortgages and
   instruments of assignment or pledge made by the corporation shall be
   executed in the name of the corporation by the President or one of the
   Vice Presidents and by the Secretary, an Assistant Secretary, the
   Treasurer or an Assistant Treasurer; the Secretary or an Assistant
   Secretary, when necessary or required, shall affix the corporate seal, if
   any, thereto; and when so executed no other party to such instrument or
   any third party shall be required to make any inquiry into the authority
   of the signing officer or officers.

             5.02.     Loans.  The President, or any officer designated by
   the President, shall have the power to contract on behalf of the
   corporation, and issue evidences of indebtedness, for indebtedness for
   borrowed money not exceeding Five Hundred Thousand Dollars ($500,000)
   without further authorization or approval of the Board of Directors.  No
   indebtedness for borrowed money over such amount shall be contracted on
   behalf of the corporation and no evidences of such indebtedness shall be
   issued in its name unless authorized by or under the authority of a
   resolution of the Board of Directors.  Such authorization may be general
   or confined to specific instances.

             5.03.     Checks, Drafts. etc.  All checks, drafts or other
   orders for the payment of money, notes or other evidences of indebtedness
   issued in the name of the corporation, shall be signed by such officer or
   officers, agent or agents of the corporation and in such manner as shall
   from time to time be determined by or under the authority of a resolution
   of the Board of Directors.

             5.04.     Deposits.  All funds of the corporation not otherwise
   employed shall be deposited from time to time to the credit of the
   corporation in such banks, trust companies or other depositaries as may be
   selected by or under the authority of a resolution of the Board of
   Directors.

             5.05.     Voting of Securities Owned by this Corporation.
   Subject to the specific directions of the Board of Directors, (a) any
   shares or other securities issued by any other corporation and owned or
   controlled by this corporation may be voted at any meeting of security
   holders of such other corporation by the President of this corporation if
   he be present, or in his absence by any Vice President of this corporation
   who may be present, and (b) whenever, in the judgment of the President, or
   in his absence, of any Vice President, it is desirable for this
   corporation to execute a proxy or written consent in respect to any shares
   or other securities issued by any other corporation and owned by this
   corporation, such proxy or consent shall be executed in the name of this
   corporation by the President or one of the Vice Presidents of this
   corporation, without necessity of any authorization by the Board of
   Directors, affixation of corporate seal, if any, or countersignature or
   attestation by another officer.  Any person or persons designated in the
   manner above stated as the proxy or proxies of this corporation shall have
   full right, power and authority to vote the shares or other securities
   issued by such other corporation and owned by this corporation the same as
   such shares or other securities might be voted by this corporation.

            ARTICLE VI.  CERTIFICATES FOR SHARES; TRANSFER OF SHARES

             6.01.     Certificates for Shares.  Certificates representing
   shares of the corporation shall be in such form, consistent with the
   Wisconsin Business Corporation Law, as shall be determined by the Board of
   Directors.  Such certificates shall be signed by the President or a Vice
   President and by the Secretary or an Assistant Secretary.  All
   certificates for shares shall be consecutively numbered or otherwise
   identified.  The name and address of the person to whom the shares
   represented thereby are issued, with the number of shares and date of
   issue, shall be entered on the stock transfer books of the corporation. 
   All certificates surrendered to the corporation for transfer shall be
   canceled and no new certificate shall be issued until the former
   certificate for a like number of shares shall have been surrendered and
   canceled, except as provided in Section 6.06.

             6.02.     Facsimile Signatures and Seal.  The seal of the
   corporation, if any, on any certificates for shares may be a facsimile. 
   The signature of the President or Vice President and the Secretary or
   Assistant Secretary upon a certificate may be facsimiles if the
   certificate is manually signed on behalf of a transfer agent, or a
   registrar, other than the corporation itself or an employee of the
   corporation.

             6.03.     Signature by Former Officers.  The validity of a share
   certificate is not affected if a person who signed the certificate (either
   manually or in facsimile) no longer holds office when the certificate is
   issued.

             6.04.     Transfer of Shares.  Prior to due presentment of a
   certificate for shares for registration of transfer the corporation may
   treat the registered owner of such shares as the person exclusively
   entitled to vote, to receive notifications and otherwise to have and
   exercise all the rights and power of an owner.  Where a certificate for
   shares is presented to the corporation with a request to register for
   transfer, the corporation shall not be liable to the owner or any other
   person suffering loss as a result of such registration of transfer if (a)
   there were on or with the certificate the necessary endorsements and (b)
   the corporation had no duty to inquire into adverse claims or has
   discharged any such duty.  The corporation may require reasonable
   assurance that such endorsements are genuine and effective and compliance
   with such other regulations as may be prescribed by or under the authority
   of the Board of Directors.

             6.05.     Restrictions on Transfer.  The face or reverse side of
   each certificate representing shares shall bear a conspicuous notation of
   any restriction imposed by the corporation upon the transfer of such
   shares.

             6.06.     Lost, Destroyed or Stolen Certificates.  Where the
   owner claims that certificates for shares have been lost, destroyed or
   wrongfully taken, a new certificate shall be issued in place thereof if
   the owner (a) so requests before the corporation has notice that such
   shares have been acquired by a bona fide purchaser; (b) files with the
   corporation a sufficient indemnity bond if required by the Board of
   Directors or any principal officer; and (c) satisfies such other
   reasonable requirements as may be prescribed by or under the authority of
   the Board of Directors.

             6.07.     Consideration for Shares.  The Board of Directors may
   authorize shares to be issued for consideration consisting of any tangible
   or intangible property or benefit to the corporation, including cash,
   promissory notes, services performed, contracts for services to be
   performed or other securities of the corporation.  Before the corporation
   issues shares, the Board of Directors shall determine that the
   consideration received or to be received for the shares to be issued is
   adequate.  The determination of the Board of Directors is conclusive
   insofar as the adequacy of consideration for the issuance of shares
   relates to whether the shares are validly issued, fully paid and
   nonassessable. The corporation may place in escrow shares issued in whole
   or in part for a contract for future services or benefits, a promissory
   note, or otherwise for property to be issued in the future, or make other
   arrangements to restrict the transfer of the shares, and may credit
   distributions in respect of the shares against their purchase price, until
   the services are performed, the benefits or property are received or the
   promissory note is paid. If the services are not performed, the benefits
   or property are not received or the promissory note is not paid, the
   corporation may cancel, in whole or in part, the shares escrowed or
   restricted and the distributions credited.

             6.08.     Stock Regulations.  The Board of Directors shall have
   the power and authority to make all such further rules and regulations not
   inconsistent with law as it may deem expedient concerning the issue,
   transfer and registration of shares of the corporation.

                               ARTICLE VII.  SEAL

             7.01.     The corporation shall have no corporate seal unless
   otherwise determined by the Board of Directors.

                         ARTICLE VIII.  INDEMNIFICATION

             8.01.     Certain Definitions.  All capitalized terms used in
   this Article VIII and not otherwise hereinafter defined in this Section
   8.01 shall have the meaning set forth in Section 180.0850 of the Statute. 
   The following capitalized terms (including any plural forms thereof) used
   in this Article VIII shall be defined as follows:

             (a)  "Affiliate" shall include, without limitation, any
   corporation, partnership, joint venture, employee benefit plan, trust or
   other enterprise that directly or indirectly through one or more
   intermediaries, controls or is controlled by, or is under common control
   with, the Corporation.

             (b)  "Authority" shall mean the entity selected by the Director
   or Officer to determine his or her right to indemnification pursuant to
   Section 8.04.

             (c)  "Board" shall mean the entire then elected and serving
   Board of Directors of the Corporation, including all members thereof who
   are Parties to the subject Proceeding or any related Proceeding.

             (d)  "Breach of Duty" shall mean the Director or Officer
   breached or failed to perform his or her duties to the Corporation and his
   or her breach of or failure to perform those duties is determined, in
   accordance with Section 8.04, to constitute misconduct under Section
   180.0851(2) (a) l, 2, 3 or 4 of the Statute.

             (e)  "Corporation," as used herein and as defined in the Statute
   and incorporated by reference into the definitions of certain other
   capitalized terms used herein, shall mean this Corporation, including,
   without limitation, any successor corporation or entity to this
   Corporation by way of merger, consolidation or acquisition of all or
   substantially all of the capital stock or assets of this Corporation.

             (f)  "Director or Officer" shall have the meaning set forth in
   the Statute; provided, that, for purposes of this Article VIII, it shall
   be conclusively presumed that any Director or Officer serving as a
   director, officer, partner, trustee, member of any governing or decision-
   making committee, employee or agent of an Affiliate shall be so serving at
   the request of the Corporation.

             (g)  "Disinterested Quorum" shall mean a quorum of the Board who
   are not Parties to the subject Proceeding or any related Proceeding.

             (h)  "Party" shall have the meaning set forth in the Statute;
   provided, that, for purposes of this Article VIII, the term "Party" shall
   also include any Director or Officer or employee of the Corporation who is
   or was a witness in a Proceeding at a time when he or she has not
   otherwise been formally named a Party thereto.

             (i)  "Proceeding" shall have the meaning set forth in the
   Statute; provided, that, in accordance with Section 180.0859 of the
   Statute and for purposes of this Article VIII, the term "Proceeding" shall
   also include all Proceedings (i) brought under (in whole or in part) the
   Securities Act of 1933, as amended, the Securities Exchange Act of 1934,
   as amended, their respective state counterparts, and/or any rule or
   regulation promulgated under any of the foregoing; (ii) brought before an
   Authority or otherwise to enforce rights hereunder; (iii) any appeal from
   a Proceeding; and (iv) any Proceeding in which the Director or Officer is
   a plaintiff or petitioner because he or she is a Director or Officer;
   provided, however, that any such Proceeding under this subsection (iv)
   must be authorized by a majority vote of a Disinterested Quorum.

             (j)  "Statute" shall mean Sections 180.0850 through 180.0859,
   inclusive, of the Wisconsin Business Corporation Law, Chapter 180 of the
   Wisconsin Statutes, as the same shall then be in effect, including any
   amendments thereto, but, in the case of any such amendment, only to the
   extent such amendment permits or requires the Corporation to provide
   broader indemnification rights than the Statute permitted or required the
   Corporation to provide prior to such amendment.

             8.02.     Mandatory Indemnification of Directors and Officers. 
   To the fullest extent permitted or required by the Statute, the
   Corporation shall indemnify a Director or Officer against all Liabilities
   incurred by or on behalf of such Director or Officer in connection with a
   Proceeding in which the Director or Officer is a Party because he or she
   is a Director or Officer.

             8.03.     Procedural Requirements.

             (a)  A Director or Officer who seeks indemnification under
   Section 8.02 shall make a written request therefor to the Corporation. 
   Subject to Section 8.03(b), within sixty days of the Corporation's receipt
   of such request, the Corporation shall pay or reimburse the Director or
   Officer for the entire amount of Liabilities incurred by the Director or
   Officer in connection with the subject Proceeding (net of any Expenses
   previously advanced pursuant to Section 8.05).

             (b)  No indemnification shall be required to be paid by the
   Corporation pursuant to Section 8.02 if, within such sixty-day period, (i)
   a Disinterested Quorum, by a majority vote thereof, determines that the
   Director or Officer requesting indemnification engaged in misconduct
   constituting a Breach of Duty or (ii) a Disinterested Quorum cannot be
   obtained.

             (c)  In either case of nonpayment pursuant to Section 8.03(b),
   the Board shall immediately authorize by resolution that an Authority, as
   provided in Section 8.04, determine whether the Director's or Officer's
   conduct constituted a Breach of Duty and, therefore, whether
   indemnification should be denied hereunder.

             (d)  (i) If the Board does not authorize an Authority to
   determine the Director's or Officer's right to indemnification hereunder
   within such sixty-day period and/or (ii) if indemnification of the
   requested amount of Liabilities is paid by the Corporation, then it shall
   be conclusively presumed for all purposes that a Disinterested Quorum has
   affirmatively determined that the Director or Officer did not engage in
   misconduct constituting a Breach of Duty and, in the case of subsection
   (i) above (but not subsection (ii)), indemnification by the Corporation of
   the requested amount of Liabilities shall be paid to the Director or
   Officer immediately.

             8.04.     Determination of Indemnification.

             (a)  If the Board authorizes an Authority to determine a
   Director's or Officer's right to indemnification pursuant to Section 8.03,
   then the Director or Officer requesting indemnification shall have the
   absolute discretionary authority to select one of the following as such
   Authority:

             (i)  An independent legal counsel; provided, that such
        counsel shall be mutually selected by such Director or Officer
        and by a majority vote of a Disinterested Quorum or, if a
        Disinterested Quorum cannot be obtained, then by a majority vote
        of the Board;

             (ii) A panel of three arbitrators selected from the panels
        of arbitrators of the American Arbitration Association in
        Wisconsin; provided, that (A) one arbitrator shall be selected
        by such Director or Officer, the second arbitrator shall be
        selected by a majority vote of a Disinterested Quorum or, if a
        Disinterested Quorum cannot be obtained, then by a majority vote
        of the Board, and the third arbitrator shall be selected by the
        two previously selected arbitrators, and (B) in all other
        respects (other than this Article VIII), such panel shall be
        governed by the American Arbitration Association's then existing
        Commercial Arbitration Rules; or

             (iii) A court pursuant to and in accordance with Section
        180.0854 of the Statute.

             (b)  In any such determination by the selected Authority there
   shall exist a rebuttable presumption that the Director's or Officer's
   conduct did not constitute a Breach of Duty and that indemnification
   against the requested amount of Liabilities is required.  The burden of
   rebutting such a presumption by clear and convincing evidence shall be on
   the Corporation or such other party asserting that such indemnification
   should not be allowed.

             (c)  The Authority shall make its determination within sixty
   days of being selected and shall submit a written opinion of its
   conclusion simultaneously to both the Corporation and the Director or
   Officer.

             (d)  If the Authority determines that indemnification is
   required hereunder, the Corporation shall pay the entire requested amount
   of Liabilities (net of any Expenses previously advanced pursuant to
   Section 8.05), including interest thereon at a reasonable rate, as
   determined by the Authority, within ten days of receipt of the Authority's
   opinion; provided, that, if it is determined by the Authority that a
   Director or Officer is entitled to indemnification against Liabilities'
   incurred in connection with some claims, issues or matters, but not as to
   other claims, issues or matters, involved in the subject Proceeding, the
   Corporation shall be required to pay (as set forth above) only the amount
   of such requested Liabilities as the Authority shall deem appropriate in
   light of all of the circumstances of such Proceeding.

             (e)  The determination by the Authority that indemnification is
   required hereunder shall be binding upon the Corporation regardless of any
   prior determination that the Director or Officer engaged in a Breach of
   Duty.

             (f)  All Expenses incurred in the determination process under
   this Section 8.04 by either the Corporation or the Director or Officer,
   including, without limitation, all Expenses of the selected Authority,
   shall be paid by the Corporation.

             8.05.     Mandatory Allowance of Expenses.

             (a)  The Corporation shall pay or reimburse from time to time or
   at any time, within ten days after the receipt of the Director's or
   Officer's written request therefor, the reasonable Expenses of the
   Director or Officer as such Expenses are incurred; provided, the following
   conditions are satisfied:

             (i)  The Director or Officer furnishes to the Corporation
        an executed written certificate affirming his or her good faith
        belief that he or she has not engaged in misconduct which
        constitutes a Breach of Duty; and

             (ii) The Director or Officer furnishes to the Corporation
        an unsecured executed written agreement to repay any advances
        made under this Section 8.05 if it is ultimately determined by
        an Authority that he or she is not entitled to be indemnified by
        the Corporation for such Expenses pursuant to Section 8.04.

             (b)  If the Director or Officer must repay any previously
   advanced Expenses pursuant to this Section 8.05, such Director or Officer
   shall not be required to pay interest on such amounts.

             8.06.     Indemnification and Allowance of Expenses of Certain
   Others.

             (a)  The Board may, in its sole and absolute discretion as it
   deems appropriate, pursuant to a majority vote thereof, indemnify a
   director or officer of an Affiliate (who is not otherwise serving as a
   Director or Officer) against all Liabilities, and shall advance the
   reasonable Expenses, incurred by such director or officer in a Proceeding
   to the same extent hereunder as if such director or officer incurred such
   Liabilities because he or she was a Director or Officer, if such director
   or officer is a Party thereto because he or she is or was a director or
   officer of the Affiliate.

             (b)  The Corporation shall indemnify an employee who is not a
   Director or Officer, to the extent he or she has been successful on the
   merits or otherwise in defense of a Proceeding, for all Expenses incurred
   in the Proceeding if the employee was a Party because he or she was an
   employee of the Corporation.

             (c)  The Board may, in its sole and absolute discretion as it
   deems appropriate, pursuant to a majority vote thereof, indemnify (to the
   extent not otherwise provided in Section 8.06(b) hereof) against
   Liabilities incurred by, and/or provide for the allowance of reasonable
   Expenses of, an employee or authorized agent of the Corporation acting
   within the scope of his or her duties as such and who is not otherwise a
   Director or Officer.

             8.07.     Insurance.  The Corporation may purchase and maintain
   insurance on behalf of a Director or Officer or any individual who is or
   was an employee or authorized agent of the Corporation against any
   Liability asserted against or incurred by such individual in his or her
   capacity as such or arising from his or her status as such, regardless of
   whether the Corporation is required or permitted to indemnify against any
   such Liability under this Article VIII.

             8.08.     Notice to the Corporation.  A Director, Officer or
   employee shall promptly notify the Corporation in writing when he or she
   has actual knowledge of a Proceeding which may result in a claim of
   indemnification against Liabilities or allowance of Expenses hereunder,
   but the failure to do so shall not relieve the Corporation of any
   liability to the Director, Officer or employee hereunder unless the
   Corporation shall have been irreparably prejudiced by such failure (as
   determined, in the case of Directors or Officers only, by an Authority
   selected pursuant to Section 8.04(a)).

             8.09.     Severability.  If any provision of this Article VIII
   shall be deemed invalid or inoperative, or if a court of competent
   jurisdiction determines that any of the provisions of this Article VIII
   contravene public policy, this Article VIII shall be construed so that the
   remaining provisions shall not be affected, but shall remain in full force
   and effect, and any such provisions which are invalid or inoperative or
   which contravene public policy shall be deemed, without further action or
   deed by or on behalf of the Corporation, to be modified, amended and/or
   limited, but only to the extent necessary to render the same valid and
   enforceable; it being understood that it is the Corporation's intention to
   provide the Directors and Officers with the broadest possible protection
   against personal liability allowable under the Statute.

             8.10.     Nonexclusivity of Article VIII.  The rights of a
   Director, Officer or employee (or any other person) granted under this
   Article VIII shall not be deemed exclusive of any other rights to
   indemnification against Liabilities or allowance of Expenses which the
   Director, Officer or employee (or such other person) may be entitled to
   under any written agreement, Board resolution, vote of shareholders of the
   Corporation or otherwise, including, without limitation, under the
   Statute.  Nothing contained in this Article VIII shall be deemed to limit
   the Corporation's obligations to indemnify against Liabilities or allow
   Expenses to a Director, Officer or employee under the Statute.

             8.11.     Contractual Nature of Article VIII; Repeal or
   Limitation of Rights.  This Article VIII shall be deemed to be a contract
   between the Corporation and each Director, Officer and employee of the
   Corporation and any repeal or other limitation of this Article VIII or any
   repeal or limitation of the Statute or any other applicable law shall not
   limit any rights of indemnification against Liabilities or allowance of
   Expenses then existing or arising out of events, acts or omissions
   occurring prior to such repeal or limitation, including, without
   limitation, the right to indemnification against Liabilities or allowance
   of Expenses for Proceedings commenced after such repeal or limitation to
   enforce this Article VIII with regard to acts, omissions or events arising
   prior to such repeal or limitation.

                       ARTICLE IX.  CONFLICTS OF INTEREST

             9.01.     Conflict of Interest Policy.  No director, officer or
   other employee of the corporation shall acquire a cranberry producing
   property or a controlling interest in any entity which owns or operates
   such a property without first offering the opportunity to purchase such
   property or controlling interest to the corporation.  This prohibition is
   not applicable to such properties or interests owned by any director,
   officer or employee of the corporation prior to the date of incorporation
   of this corporation.  This Section 9.01 may only be amended or deleted
   pursuant to a vote of the corporation's shareholders.

                             ARTICLE X.  AMENDMENTS

             10.01.    By Shareholders.  These bylaws may be amended or
   repealed and new bylaws may be adopted by the shareholders at any annual
   or special meeting of the shareholders at which a quorum is in attendance.

             10.02.    By Directors.  Except as otherwise provided by the
   Wisconsin Business Corporation Law or the articles of incorporation, these
   bylaws may also be amended or repealed and new bylaws may be adopted by
   the Board of Directors; provided, however, that the shareholders in
   adopting, amending or repealing a particular bylaw may provide therein
   that the Board of Directors may not amend, repeal or readopt that bylaw.

             10.03.    Implied Amendments.  Any action taken or authorized by
   the shareholders or by the Board of Directors which would be inconsistent
   with the bylaws then in effect but which is taken or authorized by
   affirmative vote of not less than the number of votes or the number of
   directors required to amend the bylaws so that the bylaws would be
   consistent with such action shall be given the same effect as though the
   bylaws had been temporarily amended or suspended so far, but only so far,
   as is necessary to permit the specific action so taken or authorized.


                                                                    EXHIBIT 5

                                 FOLEY & LARDNER
                          A T T O R N E Y S  A T  L A W

                                 FIRSTAR CENTER
                            777 EAST WISCONSIN AVENUE
                         MILWAUKEE, WISCONSIN 53202-5367

                                                         A MEMBER OF GLOBALEX
                                                      WITH MEMBER OFFICES IN 

   MADISON                                                             BERLIN
   CHICAGO                  TELEPHONE (414) 271-2400                 BRUSSELS
   WASHINGTON, D.C.                                                   DRESDEN
   JACKSONVILLE                   TELEX 26-819                      FRANKFURT
   ORLANDO                                                             LONDON
   TALLAHASSEE                  (FOLEY LARD MIL)                        PARIS
   TAMPA                                                            SINGAPORE
   WEST PALM BEACH          FACSIMILE (414) 297-4900                STUTTGART
                                                                       TAIPEI
                              WRITER'S DIRECT LINE

                                  July 22, 1996


   Northland Cranberries, Inc.
   800 First Avenue South
   Wisconsin Rapids, Wisconsin 54496

   Ladies and Gentlemen:

             We have acted as counsel for Northland Cranberries, Inc., a
   Wisconsin corporation (the "Company"), in connection with the preparation
   of the Company's Registration Statement on Form S-4 (the "Registration
   Statement"), including the prospectus constituting a part thereof (the
   "Prospectus"), to be filed by the Company with the Securities and Exchange
   Commission under the Securities Act of 1933, as amended (the "Act"),
   relating to the proposed issuance from time to time by the Company of up
   to 500,000 shares ("Shares") of the Company's Common Stock, $.01 par value
   (the "Common Stock"), in the manner set forth in the Registration
   Statement and Prospectus.  In connection therewith, we have examined: (a)
   the Registration Statement, including the Prospectus; (b) the Company's
   Articles of Incorporation and By-laws, as amended to date and as proposed
   to be restated on the effective date of the Registration Statement; (c)
   proceedings of the Board of Directors of the Company relating to the
   authorization for issuance of the Shares; and (d) such other proceedings,
   documents and records as we have deemed necessary to enable us to render
   this opinion.

             Based on the foregoing, we are of the opinion that:

             1.   The Company is a corporation validly existing under the
   Wisconsin Business Corporation Law ("WBCL").

             2.   The Shares, when issued as described in the Registration
   Statement and Prospectus and pursuant to the definitive acquisition
   agreement applicable to such issuance, if any, will be legally issued,
   fully paid and nonassessable and no personal liability will attach to the
   ownership thereof, except for debts owing to employees of the Company for
   services performed, but not exceeding six months' service in any one case,
   as provided in Section 180.0622(2)(b) of the WBCL.  (See Local 257 of
   Hotel and Restaurant Employees and Bartenders International Union v.
   Wilson Street East Dinner Playhouse, Inc., Case No. 82-CV-0023, Cir. Ct.
   Branch 1, Dane County, Wisconsin); provided that prior to issuance of the
   Shares there shall be taken various actions or proceedings in the manner
   contemplated by us as counsel, which shall include the following:

                  (a)  the completion of the requisite procedures under the
                       applicable provisions of the Act and applicable state
                       securities laws and regulations; and

                  (b)  to the extent we determine necessary under applicable
                       law, any applicable agreements and/or the Company's
                       governing documents, the adoption of resolutions by
                       the Board of Directors of the Company authorizing the
                       issuance of any such Shares.

             We consent to the use of this opinion as an exhibit to the
   Registration Statement and to the reference of this firm therein.  In
   giving our consent, we do not admit that we are "experts" within the
   meaning of Section 11 of the Securities Act or within the category of
   persons whose consent is required by Section 7 of the Securities Act.

                                      Very truly yours,

                                      /s/FOLEY & LARDNER
                                      FOLEY & LARDNER



                                                                 EXHIBIT 23.1
    

   INDEPENDENT AUDITORS' CONSENT

   We consent to the incorporation by reference in this Registration
   Statement of Northland Cranberries, Inc. on Form S-4 of our report dated
   June 6, 1995, incorporated by reference in the Annual Report on Form 10-K
   of Northland Cranberries, Inc. for the year ended March 3, 1995 and to the
   reference to us under the heading "Experts" in the Prospectus, which is
   part of this Registration Statement.

   /s/DELOITTE & TOUCHE LLP
   DELOITTE & TOUCHE LLP
   Milwaukee, Wisconsin

   July 19, 1996



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