NORTHLAND CRANBERRIES INC /WI/
10-K405, 1996-11-27
AGRICULTURAL PRODUCTION-CROPS
Previous: NORTHLAND CRANBERRIES INC /WI/, DEF 14A, 1996-11-27
Next: RECOVERY ENGINEERING INC, 8-K, 1996-11-27




                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                    FORM 10-K
   (Mark One)
   [X]  ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
        EXCHANGE ACT OF 1934
        For the fiscal year ended August 31, 1996
                                       OR
        TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
        EXCHANGE ACT OF 1934
        For the transition period from ___________ to ___________

                         Commission file number 0-16130

                           Northland Cranberries, Inc.
             (Exact name of registrant as specified in its charter)

                  Wisconsin                          39-1583759
       (State of other jurisdiction of            (I.R.S. Employer
        incorporation or organization            Identification No.)

            800 First Avenue South
                P. O. Box 8020
         Wisconsin Rapids, Wisconsin                 54495-8020
       (Address of principal executive               (Zip Code)
                   offices)

   Registrant's telephone number, including area code:  (715) 424-4444

   Securities registered pursuant to Section 12(b) of the Act:  None

   Securities registered pursuant to Section 12(g) of the Act:  Class A
   Common Stock, $.01 par value

   Indicate by check mark whether the registrant (1) has filed all reports
   required to be filed by Section 13 or 15(d) of the Securities Exchange Act
   of 1934 during the preceding 12 months (or for such shorter period that
   the registrant was required to file such reports), and (2) has been
   subject to such filing requirements for the past 90 days.

                                     Yes [X]         No [ ]

   Indicate by check mark if disclosure of delinquent filers pursuant to Item
   405 of Regulation S-K is not contained herein, and will not be contained,
   to the best of registrant's knowledge, in definitive proxy or information
   statements incorporated by reference in Part III of this Form 10-K or any
   amendment to this Form 10-K. 

   Aggregate market value of the voting stock held by non-affiliates of the
   registrant as of November 22, 1996:
                                  $305,926,069

   Number of shares issued and outstanding of each of the registrant's
   classes of common stock as of November 22, 1996:

            Class A Common Stock, $.01 par value:  13,055,300 shares
              Class B Common Stock, $.01 par value: 636,202 shares

   PORTIONS OF THE FOLLOWING DOCUMENTS ARE INCORPORATED HEREIN BY REFERENCE:

   Proxy Statement for 1997 annual meeting of shareholders scheduled to be
   held January 8, 1997 (Part III, to the extent indicated therein).

   <PAGE>
                                     PART I

                Special Note Regarding Forward-Looking Statements

             Certain matters discussed in this Annual Report on Form 10-K are
   "forward-looking statements" intended to qualify for the safe harbors from
   liability established by the Private Securities Litigation Reform Act of
   1995.  These forward-looking statements can generally be identified as
   such because the context of the statement includes words such as the
   Company "believes," "anticipates," "expects" or other words of similar
   import.  Similarly, statements that describe the Company's future plans,
   objectives or goals are also forward-looking statements.  All such
   forward-looking statements are subject to certain risks and uncertainties
   which are described in close proximity to such statements and which could
   cause actual results to differ materially from those currently
   anticipated.  Shareholders, potential investors and other readers are
   urged to consider these factors carefully in evaluating the forward-
   looking statements and are cautioned not to place undue reliance on such
   forward-looking statements.  The forward-looking statements included
   herein are only made as of the date of this Form 10-K and the Company
   undertakes no obligation to publicly update such forward-looking
   statements to reflect subsequent events or circumstances.

             Except as set forth and described in Note 4 of Notes to
   Consolidated Financial Statements, all share data appearing in this Form
   10-K has been adjusted where necessary to reflect the Company's two-for-
   one stock split effected in the form of a 100% stock dividend on September
   3, 1996 on both its Class A and Class B Common Stock.

   Item 1.   Business.

                                     General

             Northland Cranberries, Inc. ("Company" or "Northland") is a
   vertically integrated grower, processor and marketer of cranberries and
   value-added consumer cranberry products.  With 24 cranberry producing
   marshes owned or operated in Wisconsin and Massachusetts as of September
   30, 1996, Northland is also the world's largest cranberry grower.

             Since 1993, when Northland first began implementing its "marsh
   to market" vertical integration strategy by introducing its own Northland
   brand fresh cranberries, this strategy has been and continues to be the
   principal strategic focus of the Company.  The Company's marsh to market
   strategy involves maximizing its earnings potential by increasing its
   direct control over all aspects of its supply and distribution of
   cranberries and consumer cranberry products.  Specifically, this strategy
   includes growing its own cranberry crop (and buying cranberries from
   others), processing its grown and purchased cranberries into single
   strength cranberry juice or cranberry concentrate, and marketing and
   selling fresh cranberries, frozen cranberries, cranberry concentrate and
   consumer cranberry products.  

             In fiscal 1996, the Company extended its marsh to market
   strategy by introducing Northland brand 100% cranberry juice blends on a
   limited basis to selected markets.  As of August 31, 1996, Northland's
   blended cranberry juice product line was available in 18 major markets in
   the Midwest and other selected cities nationwide.  With the added
   flexibility in fiscal 1997 of not having a substantial majority of its
   crop contractually committed at fixed prices to other processors as in
   prior years, the Company intends to direct its cranberry supply into the
   most favorable available product mix, while continuing to expand its
   marketing and sales efforts for Northland brand 100% cranberry juice
   blends and explore other new products and markets.  In fiscal 1997, the
   Company intends to continue its national rollout of branded juice products
   into a significant number of new major markets.  The Company believes that
   the imbalance which existed in fiscal 1996 between the limited supply and
   increasing demand for cranberries and derivative consumer cranberry
   products will likely continue in fiscal 1997.  The Company expects that
   this imbalance will likely allow it the opportunity to recognize increased
   profits by selling cranberry juice, concentrate or frozen cranberries to
   other marketers of cranberry-based consumer products at favorable prices.

        The Company believes that the successful implementation of its marsh
   to market strategy will help reduce its dependence upon the size of its
   annual fall cranberry crop.  The Company believes that its annual harvest 
   results, while still remaining an important element of its marsh to market 
   strategy, will become less critical as it supplements its supply through 
   crop purchase agreements and exercises greater direct control over the 
   sale of its cranberry supply.

                                Cranberry Supply
        General

             The Company believes that the first essential factor in
   successfully implementing its marsh to market strategy is controlling a
   significant and reliable supply of cranberries through its own growing
   efforts and purchasing cranberries from other growers.  Over the past
   several years, the supply of cranberries has not been sufficient to meet
   demand and, therefore, processors and marketers of cranberry-based
   consumer products not having the benefits of a significant reliable supply
   of cranberries have experienced increased competitive constraints. 
   According to the Cranberry Marketing Committee of the United States
   Department of Agriculture (the "CMC"), the industry-wide fall 1996 harvest
   was less than expected.  Based on CMC data, existing industry-wide
   cranberry inventories as of August 31, 1996 were at the lowest levels in
   the past five years.  The Company believes that the lower than expected
   fall 1996 industry-wide crop harvest and the reduced industry levels of
   existing raw cranberry inventories means that the supply of cranberries
   will likely continue to be limited compared to demand in fiscal 1997. 
   Additionally, the combination of federal and state environmental
   regulations which currently restrict the development of wetlands and the
   long lead-time and significant capital costs required to develop new
   marshes to full productivity have restricted the planting of significant
   additional cranberry producing acreage in the United States.  Northland
   also believes that demand for cranberry products will continue to increase
   based in part on perceived consumer trends towards buying more nutritious
   and healthful foods and beverages as well as the effects of continued
   heavy advertising expenditures (which include the Company's regional media
   advertising efforts) and expanded new cranberry product offerings
   introduced by well-recognized consumer food products and beverage
   companies like Ocean Spray Cranberries, Inc. ("Ocean Spray").  Because
   cranberries are in limited supply, Northland believes it has a competitive
   advantage over other independent (i.e., non-Ocean Spray) cranberry juice
   product processors and marketers since its position as the world's largest
   single grower of cranberries gives it the capability to supply itself
   internally with a significant and reliable source of raw cranberries
   rather than having to rely on third party suppliers.  

        Internally Grown and Purchased Supply

             Northland is the world's largest single cranberry grower, with
   more planted acres of cranberries owned or leased than any other grower. 
   As of September 30, 1996, Northland owned or operated approximately 2,476
   cranberry producing acres of land in Wisconsin and Massachusetts.  The
   Company utilizes its significant internal harvest of raw cranberries from
   its owned and operated acres for substantially all of its fruit
   distribution needs.  In the fall of 1995 (i.e., fiscal 1996), the Company
   harvested 287,000 barrels from 1,935 harvested acres on 21 marshes.  

             Similar to industry-wide results, the Company's fall 1996
   harvest was less than expected.  This lower than expected harvest was due
   in large part to the small berry size and the nearly 30% reduction in
   yields throughout northern Wisconsin caused by very cold spring and early
   summer weather, combined with the carryover effects in Massachusetts from
   the near drought conditions experienced in 1995.  Despite being smaller
   than expectations, the fall 1996 harvest of 293,000 barrels from 2,213
   harvested acres was nevertheless a record harvest for the Company.

             As a secondary source of supply, the Company also purchases raw
   cranberries from other growers to supplement its own harvested crop.  The
   Company has entered into multi-year crop purchase contracts with 17
   independent cranberry growers to purchase all of the cranberries harvested
   from an aggregate of 805 productive acres.  The Company expects the
   quantity of cranberries purchased under its existing contracts to increase
   in future years as the contracted marsh acreage matures and becomes more
   productive.  The Company plans to continue attempting to enter into
   additional crop purchase contracts with independent growers as part of its
   strategy to increase its available supply of cranberries.

             The following table shows certain information regarding the
   Company's cranberry marshes and production for the crop years indicated.

   <TABLE>
   <CAPTION>

                                                                      Crop Year (1)

                                     1996           1995            1994           1993           1992           1991
                                 (24 Marshes)   (21 Marshes)    (21 Marshes)   (18 Marshes)   (15 Marshes)   (15 Marshes)

    <S>                               <C>              <C>            <C>             <C>           <C>            <C> 
    Total planted acres . . .         2,476            2,264          2,257           1,982         1,500          1,433

    Total acres
     harvested(2) . . . . . .         2,213            1,935          1,813           1,519         1,114            958

    Total barrels of
     production . . . . . . .       293,000          287,000        254,000         192,000       130,266        166,531

   _____________________________

   (1)  A crop year commences on November 1 of a given calendar year and
        ends on October 31 of the following year and is designated by
        the calendar year in which the crop year ends (i.e., the 1996
        crop year begins on November 1, 1995 and ends on October 31,
        1996).

   (2)  Includes only acres which are at least four years old and on which
        vines have not otherwise been "mowed."  Cranberry vines may be mowed
        and then replanted on new or existing acreage to create new or
        renovated cranberry bogs.  Although mowing prevents the harvesting of
        berries from such acres for that season, the mowed acres grow back
        and typically produce a modest crop in the year after mowing and a
        normal crop in the second year after mowing.  
   </TABLE>


             In fiscal 1996, the Company delivered a substantial majority of
   its cranberry crop to two independent private label fruit juice processors
   at fixed prices under supply agreements which expired in March 1996. 
   Since the two agreements are no longer in effect, the Company believes it
   will have the ability in fiscal 1997 to better react to prevailing market
   conditions and thereby direct its cranberry crop to products and uses
   which can better maximize its profitability.  The Company also believes
   this move away from supplying private label producers under fixed priced,
   long-term contracts will allow the Company to better support its entry
   into the branded cranberry juice market, as well as allow it to begin
   reducing its historical earnings volatility caused by fluctuations in
   harvest levels.
     
             As a result of existing regulatory constraints on the
   development of wetlands, the Company does not anticipate planting
   significant additional domestic acreage in the near future.  The Company
   plans to increase its internal supply largely through pursuing additional
   marsh property acquisitions and crop purchase agreements.

        Increasing Internal Supply through Marsh Acquisitions

             For the period from immediately prior to its initial public
   stock offering in August 1987 through September 30, 1996, Northland has
   pursued an aggressive business strategy of increasing its internal
   cranberry supply through marsh acquisitions.  Over this period, the
   Company has added 19 marsh properties and 2,138 cranberry producing acres. 
   In fiscal 1996, the Company acquired two separate marsh properties in
   Wisconsin consisting of a total of 129 cranberry-producing acres.  Shortly
   after the end of fiscal 1996, the Company completed the acquisition of 
   another Wisconsin marsh containing 108 cranberry-producing acres.  These 
   acquisitions increased the Company's total planted acreage as of 
   September 30, 1996 to approximately 2,476 acres on 24 properties, with 
   over 22,000 total support acres.

             The Company intends to continue pursuing the expansion of its
   productive capacity through the cost-effective acquisition or lease of
   additional cranberry marshes.  To better facilitate this strategy, the
   Company filed a shelf registration statement with the Securities and
   Exchange Commission on July 22, 1996, allowing the Company to issue up to
   1,000,000 shares of its Class A Common Stock from time to time in
   connection with completing future marsh or property acquisitions.  The
   shelf registration statement should assist the Company in acquiring
   additional marshes by allowing the Company to issue publicly-tradable
   shares of Class A Common Stock as part of the purchase price for such
   acquisitions.  As of September 30, 1996, a total of 830,986 shares
   remained available for issuance under the Company's shelf registration
   statement to facilitate further marsh acquisitions.

        International Initiatives

             In further exploration of opportunities to increase its raw
   cranberry supply, the Company is involved in certain international supply
   initiatives and is exploring certain overseas supply opportunities.  In
   May 1993, Northland planted approximately 7.5 acres with various high-
   yielding cranberry vine varieties on acidic peat bogs in Ireland.  The
   bogs are controlled by Bord na Mona, an Irish state-owned enterprise.  If
   the project is ultimately successful, Northland and Bord na Mona have the
   option to enter into a joint venture to develop a minimum of 500
   additional acres of cranberry beds, plus additional supporting acreage.
   While current indications are that the planted vines may successfully
   sustain limited cranberry growth, it still is too early in the maturation
   process to judge definitively the potential yield capabilities of these
   vines at maturity.  Due to the length of time cranberry beds require to
   mature, the Company anticipates that the project will not have any
   material impact on the Company, if at all, until at least fiscal 1997 when
   a determination may be made to develop additional acres. Even if a
   determination is then made to develop additional acreage, it would be at
   least four years from the date of planting before the Company could begin
   realizing any benefits of additional cranberry supplies from this project.

             The Company has also entered into a multi-year contract with the
   largest cranberry grower in Chile to purchase 20% of that grower's annual
   harvested crop.  As a result of difficult growing conditions, the number
   of cranberries produced by this grower has been inconsequential to date. 
   The Company also continues to explore potential opportunities to develop
   cranberry-producing acres in several countries in Eastern Europe, as well
   as in Russia.  The Company does not anticipate that these opportunities
   will produce any material financial benefit to the Company in the near
   future.

        Environmental Factors in Cranberry Production 

             The quality and quantity of cranberries produced in any given
   year is dependent upon certain external environmental factors over which
   the Company has little or no control.  Extremes or significant variations
   in temperature, excessive or inadequate precipitation levels, storms and
   hail, or crop infestations can all adversely impact the production (as
   well as the vine maturation process) in any crop year or years.  While the
   Company has attempted to mitigate the adverse effects that these factors
   may have on its internal cranberry production, the Company's cranberry
   production still remains very substantially subject to these agricultural
   factors.  

             In addition to some geographical diversity in the location of
   its marshes, the Company maintains federally-subsidized multi-peril crop
   insurance coverage for all of its marshes as part of its efforts to
   minimize the effects of adverse agricultural occurrences.  The policies
   insure against unavoidable loss of production resulting from adverse
   agricultural conditions, including hail, fire, insects, plant disease,
   wildlife, human tampering and malicious damage to the bogs and the failure
   of an irrigation system water supply due to an unavoidable cause. Each of
   these multi-peril policies insures up to 75%, the maximum coverage
   currently available, of the previous 10 years' average crop yield on the
   covered marsh's insured acreage at an effective rate for fiscal 1996 of
   $52 per barrel of insured lost production (rather than the price which
   could have been received by actually harvesting and delivering or selling
   such barrel). These insurance policies do not cover destruction or
   spoilage of the Company's crop after its harvest.  The Company received
   $737,721, $1,078,000 and $988,790 of multi-peril crop insurance proceeds
   in fiscal 1996, 1995 and 1994, respectively, and paid multi-peril
   insurance premiums of $563,789, $421,094 and $231,143 in those years
   respectively.

                           Processing and Distribution

             Another integral part of the Company's marsh to market strategy
   is its new expanded capability to internally process its harvested and
   purchased cranberries.  In fiscal 1996, the Company constructed a 16,000
   square foot cranberry juice concentrating and processing facility in
   Wisconsin Rapids, Wisconsin to supplement the Company's existing principal
   processing and storage facility in Wisconsin Rapids and its smaller
   processing facility in Hanson, Massachusetts.  The new concentrating plant
   has the capacity to concentrate juice from up to 400,000 barrels of raw
   cranberries annually.  The Company believes this new capability will
   greatly increase its ability to control the distribution and sale of its
   branded juice products and other value-added consumer cranberry products
   by eliminating the need for third party concentrators. 

             Cranberries harvested from the Company's marshes or purchased
   from independent suppliers are brought to the Company's receiving
   facilities in Wisconsin Rapids.  Completed in 1993 and expanded in 1995,
   the receiving station is capable of cleaning, drying and electronically
   color sorting incoming fresh fruit.  Raw cranberries which are to be sold
   as fresh fruit during the Thanksgiving and Christmas holiday season are
   stored in a temperature-controlled facility until they are hand-sorted,
   packaged and distributed to food brokers, wholesalers or supermarkets for
   sale as Northland brand fresh cranberries.  Raw cranberries which are to
   be used to make consumer cranberry products are cleaned, sorted and stored
   in the Company's 65,000 square foot freezer facility until they are sent
   to the newly-constructed concentrating facility.  The concentrating
   facility processes raw cranberries into concentrate or single-strength
   juice.  Concentrate is sold to various manufacturers of processed consumer
   cranberry products.  After pre-formulation with other natural ingredients,
   single-strength juice is distributed to co-packers and independent juice
   processors for bottling and packaging and eventual delivery to wholesalers
   and retail grocery stores as Northland brand cranberry juice products or
   various private label juices.
     
             By allowing the Company to keep more raw cranberry supply on
   hand to be utilized in whatever form provides the Company with the
   greatest profit opportunity given the prevailing market conditions, the
   new facility's processing capability provides the Company greater
   flexibility to take advantage of favorable pricing conditions caused by
   the imbalance between the limited available cranberry supply and increased
   demand for consumer cranberry products.

             The Company believes that current excess capacity in the
   bottling industry makes it cost-efficient to contract with regional co-
   packers for the processing of its branded juice and processed consumer
   products.  In fiscal 1996, Northland entered into five-year co-packing
   agreements with two major food manufacturers, Seneca Foods Corporation
   ("Seneca") and Sunsweet Growers, Inc. ("Sunsweet") to formulate and bottle
   its processed cranberry blends in five strategic locations nationwide. 
   The Company delivers juice processed in the new concentrating facility to
   these manufacturers in the form of single-strength juice which Seneca and
   Sunsweet then formulate, bottle and package for delivery.  The Company's
   transportation department contracts with independent carriers to
   distribute the bottled products to various grocery stores and retail
   outlets.

                               Marketing and Sales
        Marketing

             In fiscal 1996, the Company's marketing efforts associated with
   the rollout of its branded juice product line resulted in Northland hiring
   several new and experienced marketing and management personnel from other
   food manufacturing companies, including a Director of Marketing, to
   oversee marketing of the Company's branded juice product line.  The
   Company also hired support staff personnel to assist that effort.  Several
   regional sales managers as well as sales directors and marketing
   coordinators were hired in fiscal 1996.  The Company has used a mix of
   consumer and trade promotions to introduce and market its products in
   supermarkets, as well as to the general public through a regional media
   campaign.  

             The Company has increased its marketing budget for fiscal 1997
   to allow for expanded marketing efforts utilizing media, trade shows,
   sales presentations and various promotions aimed at increasing market
   penetration and the Company's name recognition.  In fiscal 1997, the
   Company expects to continue its regional media advertising campaign in
   those markets where sales of its Northland brand cranberry juice blends
   are sufficient to make such advertising cost-effective.    

        Sales

             An important business strategy of the Company in fiscal 1997
   will be to expand the geographic markets for its Northland brand 100%
   juice products, as well as the sale of single strength juice, cranberry
   concentrate, frozen cranberries and other consumer cranberry products. 
   The Company expects its juice sales to increase as a percentage of total
   sales in fiscal 1997 as its juice products are introduced into more
   markets nationally and the Company increases its marketing efforts.  The
   Company has also retained 52 commissioned independent food brokers as of
   October 31, 1996 in most major geographic regions of the United States. 
   These food brokers are supervised by a National Sales Manager, a Branded
   Products Sales Manager and five regional sales managers.  The brokers
   assist in the distribution and sale of the Company's juice products.

             Since the Company is no longer contractually obligated to
   deliver a substantial majority of its cranberry crop to independent juice
   processors, it has additional flexibility to direct its supply into
   products which the Company hopes will better enhance its profitability. 
   In fiscal 1996, reduced industry-wide cranberry supplies allowed the
   Company to take advantage of the imbalance between limited cranberry
   supply and increasing demand by selling fruit on the "spot" independent
   market at advantageous prices.  Since the Company believes that market
   conditions in fiscal 1997 concerning the relationship between the limited
   available supply and increasing demand for cranberries will be similar to
   fiscal 1996, the Company plans to continue to pursue profitable spot sales
   opportunities.

             In addition to selling branded juice products, the Company sells
   Northland brand fresh cranberries to wholesale produce distributors and
   retail grocery companies during the Thanksgiving and Christmas holiday
   season.  Due in part to a cooler than average summer growing season, the
   fall 1996 fresh cranberry crop consisted of smaller-than-average sized
   berries.  Northland anticipates that the reduced average size of the 1996
   fall fresh cranberry crop will result in the Company producing, packaging
   and selling less fresh fruit in fiscal 1997 than in fiscal 1996.

             Northland also sells processed cranberries in the form of
   concentrate to independent food and juice manufacturers for the production
   of processed consumer cranberry products.  In fiscal 1996, the Company
   entered into an agreement with Rudolph Wild GmBH & Co. ("Wild") to supply
   Wild with cranberry concentrate for Wild's production of fruit juice and
   other beverages for distribution exclusively in international markets. 
   Wild is one of Europe's largest suppliers of natural compounds for the
   production of soft drinks and other fruit beverages.  Under the terms of
   the agreement, the Company is obligated to deliver to Wild the equivalent
   of 150,000 gallons of cranberry concentrate over the next two years at a
   contractually fixed price.  The Company believes that its alliance with
   Wild, combined with its established presence in the fresh cranberry market
   in the United Kingdom, the Netherlands, Belgium and other European
   countries, provides the Company with a foundation for overseas sales and
   provides potential opportunities for eventual expansion into other foreign
   markets.  

             In fiscal 1996, the Company had sales of approximately
   $4,700,000, or 12% of net sales, to one customer, the loss of which would
   not have a material adverse effect on the Company.

             As of August 31, 1996, the Company had firm orders to deliver
   approximately 97,000 barrels of cranberries in fiscal 1997 in the form of
   concentrate or single strength juice to certain independent processors and
   food manufacturers at various prices. 

             The Company's wholly-owned subsidiary, Wildhawk, is in the
   business of selling chemicals and fertilizer to cranberry growers.  The
   Company also sells cranberry vines to other independent growers.  Neither
   Wildhawk sales nor sales of cranberry vines have recently had, nor are
   they expected to have, a material impact on the Company's revenues or net
   income.  

                                   Competition

        General

             The markets for consumer cranberry products in which the Company
   competes are large and very competitive.  Substantially all of the major
   markets for cranberry products in which the Company competes are dominated
   by Ocean Spray.  Ocean Spray, an agricultural marketing cooperative
   entitled to limited protection under federal anti-trust laws, has over 700
   member-growers, representing approximately 70% of all cranberry production
   in North America.  Based on industry data, Ocean Spray controls
   approximately 60% of the branded cranberry products market and has
   significantly greater brand name recognition and marketing, distribution
   and financial resources than the Company.  

        Cranberry Juice

             The Company's 100% cranberry juice blends compete principally
   with Ocean Spray's branded cranberry juice products, as well as the
   branded cranberry juice products of other distributors, private label
   cranberry juice products and other juice and beverage products.  The
   Company's 100% cranberry juice blends are "premium" products competing
   against other juices made up of less than 100% juice.  Competitors' juices
   use fructose and corn syrup additives as artificial sweeteners.  The
   Company believes that its premium product formulation may provide it with
   a competitive advantage in the retail consumer market for juice products
   due to the improved taste and quality between its 100% juice products and
   competitors' juices which do not contain 100% juice.  The Company fully
   anticipates that Ocean Spray will continue to take competitive actions to
   counter Northland's entries into the branded cranberry juice market,
   possibly including reducing product pricing, increasing its advertising
   expenditures, increasing its trade promotions and other actions.  Ocean
   Spray has significantly more experience in the fruit juice 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 even on a limited regional basis

        Fresh Cranberries

             The Company competes with Ocean Spray and other brand label
   producers in the market for fresh cranberry sales during the Thanksgiving
   and Christmas holiday season.  The Company intends to continue to compete
   in the fresh cranberry market depending upon market and competitive
   conditions.  Ocean Spray has significantly more experience in the sale of
   branded fresh cranberries, 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 in the fresh cranberry market.

        Private Label Cranberry Products Market

             The market for private label cranberry juice, sauce and other
   processed cranberry products has historically been supplied by a limited
   number of independent raw cranberry brokers and private label juice
   processors and marketers.  Certain processors have significant experience
   in the private label fruit juice and processed cranberry products markets
   and have established co-packing and bottling operations, distributor
   networks and customer bases.  Although the Company has not yet directly
   entered the private label market, it plans to further explore this market,
   depending upon future market and competitive conditions.  There can be no
   assurance that the Company will be successful in ultimately entering this
   market or competing directly or indirectly against certain major
   independent processors.  However, the Company believes that its new
   processing capabilities and its internal supply of raw cranberries may
   provide it with a competitive advantage over those independent processors
   that must rely on other growers and prevailing market conditions to obtain
   the raw cranberry supply necessary to compete in the private label market. 
   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 compete successfully against the similar branded products of
   Ocean Spray or others.

        Raw Cranberry Market

             Ocean Spray dominates the raw cranberry market, controlling
   approximately 70% of the total raw cranberry supply.  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 has also competed with Ocean Spray in
   the purchase of raw cranberries by, from time to time, acquiring the marsh
   properties of Ocean Spray member-growers.  The Company could experience
   increased competition for the direct purchase of raw cranberries from
   Ocean Spray if Ocean Spray were to begin accepting new member-growers. 
   The Company believes that competition for the purchase of raw cranberries
   in the independent market has increased as a result of the Company's
   pursuit of its marsh to market strategy and its willingness to pay 
   premium prices for the cranberry crops of other growers.  


                                   Regulation

        Cranberry Products Regulation

             The production, packaging, labeling, marketing and distribution
   of the Company's fresh cranberries and consumer cranberry juice products
   are 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.  The Company
   believes it has complied, and will be able to comply, in all material
   respects with such rules, regulations and laws.  

        Environmental and Other Governmental Regulation

             To obtain permits to create new cranberry marshes in the United
   States, cranberry growers and other developers are generally required,
   pursuant to a national "no net loss" of wetlands policy, to restore the
   functional values of disturbed wetland acreage in an amount equal to at
   least 100% of the acreage intended for the development of new cranberry
   marshes, depending on the type of wetland impacted. Given this strict
   regulatory requirement, as well as strict water quality legislation in
   Wisconsin and Massachusetts, the Company believes that it is currently
   unlikely the Company, or any other cranberry growers or other developers
   in North America, will be able to cost-effectively secure additional
   permits for further significant cranberry marsh development or expansion
   of wetland properties (although the Company and other growers or
   developers may renovate existing developed wetlands acreage from time to
   time and replant older cranberry vine varieties with higher-yielding vine
   varieties).

             However, certain independent growers have undertaken efforts in
   various states, including Maine, Minnesota, Michigan and Delaware (as well
   as efforts in Quebec and British Columbia), to plant, cultivate, and
   develop new cranberry-producing acreage.  Given the aforementioned
   environmental regulations, the particular soil and temperature conditions
   necessary to effectively grow cranberries and the long lead-time required
   for cranberry vines to mature to full production, the Company does not
   expect these efforts to materially affect the supply of cranberries in
   fiscal 1997.

             Two of the Company's Wisconsin marshes and one in Massachusetts
   are the subjects of various types of activities intended to remediate
   ground and/or water contamination caused by previously removed underground
   storage tanks used by the prior owners of such properties.  All of such
   circumstances have been reported to the appropriate state regulatory
   agencies and are subject to state supervised remediation plans.  Based on
   information available as of August 31, 1996, the Company believes a
   substantial portion of the aggregate costs of such remedial activities
   will be covered by state reimbursement funds (except in the case of the
   Massachusetts property), or indemnification claims against the properties'
   prior owners.  The Company believes that no material liabilities will be
   incurred as a result of remediation activities at any of the affected
   properties.

             There is currently legislation passed by the United States House
   of Representatives and pending before the Senate which, if enacted, could
   materially ease restrictions on the development of cranberry marshes in
   wetlands, leading to an increase in long-term cranberry supply which could
   have a depressing effect on the proceeds per barrel recognized by the
   Company.  As of October 18, 1996, the bill has not been the subject of
   further action in Congress.  If the bill is not acted on by the end of the
   104th Congress in December 1996, it will expire, and, in order for it to
   again be considered for passage, it must be reintroduced in the next
   session beginning in January 1997.

             The CMC has the authority under the provisions of the Federal
   Cranberry Marketing Order to recommend that the Secretary of the United
   States Department of Agriculture impose harvest volume restrictions on
   domestic cranberry growers if the Committee believes there will be an
   anticipated substantial over-supply of cranberries for the forthcoming
   crop year.  Such volume restrictions have not been imposed since 1971, and
   based on current market conditions, the Company does not anticipate any
   such restrictions in the near future; however, there can be no assurance
   that such volume restrictions will not be imposed on growers in the
   future.

             Additionally, the Company's workplace conditions and certain
   workforce rules and policies are established and maintained pursuant to
   the Occupational Safety and Health Act.  The Company believes that it is
   currently in material compliance with all material requirements under the
   Occupational Safety and Health Act.

             Other than as set forth above, the Company does not expect
   existing federal, state or local environmental or other governmental
   legislation or regulation to have a material effect on its capital
   expenditures, results of operations or competitive position.

                                   Seasonality

             The Company's business historically has been extremely seasonal. 
   Similar to most other nondiversified agricultural crop growers, the
   Company has recognized its crop sales revenues (which constituted 56% of
   the Company's fiscal 1996 total revenues) at the time of annual harvest in
   the fall of each year.  As a result of this extreme seasonality, a large
   percentage of the Company's revenues have historically been recognized in
   the fiscal quarter in which the fall harvest took place, with interim
   quarters typically registering net losses or only nominal profits. 
   Because the Company's results of operations have been significantly
   dependent upon the size of the Company's annual harvest, its results for
   interim fiscal periods have not been considered indicative of those to be
   expected for a full year or for other interim periods.  The Company
   believes that successful implementation of its marsh to market strategy
   will help reduce the extreme seasonality of its business and its
   dependence upon the size of its annual fall cranberry crop.  The Company
   believes that its annual harvest results will become less critical than in
   past years as it supplements its supply through crop purchase agreements
   and it becomes better able to directly control the sale of its cranberry
   supply.  Additionally, because the Company recognized substantially all of
   its net profits in fiscal 1996 during its first fiscal quarter as a result
   of sales under its now-expired supply agreements, the Company expects to
   recognize substantially lower earnings per share in the first quarter of
   fiscal 1997 than in the first quarter of fiscal 1996.

             In view of the Company's strategy to begin marketing and selling
   value-added processed consumer cranberry products, the Company changed its
   fiscal year end in 1995 from March 31 to August 31 in order to correspond
   the Company's fiscal year with the new annual business cycle resulting
   from the implementation of its strategy.  The Company believes that the
   change in fiscal year end should better match the cost and expenses
   associated with growing each year's crop with the revenues to be generated
   from the sales of Northland brand 100% cranberry juice blends and other
   consumer products produced from such crop.

                             Materials and Supplies 

             The Company purchases bottles, caps, flavorings, juices and
   packaging either from its co-packers or independent third parties.  The
   Company obtains a significant amount of its materials and supplies
   necessary for its growing and cultivation of cranberries from resources,
   including water and sand, located on its own marshes. The Company also
   expects to continue purchasing substantially all of its fertilizer and
   pesticides from Wildhawk. The remainder of the Company's raw materials and
   supplies, including the materials used to package the Company's fresh
   fruit, are purchased on the open market from various sources. 

             The Company believes it would, if necessary, be able to locate
   additional and alternative sources for any raw materials and supplies
   without a material delay or adverse effect on its business.

                            Trademarks and Formulae 

             The Company owns the Northland trademark, which is registered in
   the United States Patent and Trademark Office.  The Northland trademark is
   important to the Company in the sale of its branded fresh cranberries and
   cranberry juice products, and the Company expects it to become
   increasingly more important as Northland brand 100% cranberry juice blends
   enter more markets nationwide.

             Northland 100% cranberry juice blends utilize proprietary flavor
   formulations.  The Company attempts to ensure the confidentiality of these
   formulations by both pre-formulating key natural product ingredients prior
   to delivery of its single strength juice to co-packers and by requiring
   its co-packers to enter into confidentiality agreements.

                                    Employees

             As of August 31, 1996, the Company had 141 full-time employees. 
   The Company also hired approximately 103 additional seasonal workers
   during the 1996 crop cultivation season, and an additional 264 seasonal
   workers for the 1996 crop harvesting season.  In addition to the seasonal
   employees hired for cultivating and harvesting cranberries, the Company
   hired 162 seasonal employees to operate the Company's cranberry processing
   and packaging facility from September through December 1995.  None of the
   Company's employees are unionized and the Company believes its
   relationship with its employees is very good.

   Item 2.   Properties.

             The Company owns its corporate offices in Wisconsin Rapids,
   Wisconsin consisting of 12,300 square feet of office space on five acres
   of land.  The Company also owns a 5,700 square foot building in Wisconsin
   Rapids which is used by certain members of its administrative and
   operational staff.

             The Company owns a 150,000 square foot receiving station and
   fresh fruit packaging facility on 40 acres in Wisconsin Rapids. The
   facility is used to clean and store the Company's processed cranberries.
   The facility is also used to clean, store, sort and package the Company's
   fresh fruit. The facility includes a 40,000 square foot cranberry
   receiving station and fresh fruit packaging operation, 65,000 square feet
   of freezer warehousing and 45,000 square feet of refrigerated storage. 
   The Company is constructing a new office facility on its current plant
   site in Wisconsin Rapids, Wisconsin to support additional operational and
   administrative staff as a result of implementing its marsh to market
   strategy.

             In fiscal 1996, the Company completed the construction of a
   16,300 square foot juice concentrating facility adjacent to the Company's
   current plant site in Wisconsin Rapids.  The juice concentrating facility,
   will provide Northland with the capacity to concentrate over 400,000
   barrels annually. 

             The Company owns a 49,000 square foot cranberry receiving
   station located on an seven-acre parcel of land adjacent to the Hanson
   Division bogs. This facility is used for the cleaning of the Company's
   Massachusetts cranberry crop.

             The following table sets forth specific information about each
   of the Company's 24 cranberry marshes as of September 30, 1996. All of the
   Company's marshes are owned in fee simple or leased as indicated below,
   subject to mortgages (except for its Dandy Creek, Manitowish Waters,
   Nantucket and Hills Division Marshes).  All of the Company's marshes have
   storage buildings and repair shops for machinery, trucks and harvest and
   irrigation equipment maintained at the marshes. Each of the Company's
   marshes has a house or houses on site or in close proximity to the site
   which serve as the marsh manager's residence and most of the Company's
   marshes also have residences for assistant marsh managers.  All of the
   Company's foregoing current facilities are suitable and adequate for the
   Company's existing needs.

   <TABLE>
   <CAPTION>
                                                       September 30, 1996         Calendar Year
                                                 Approximate       Approximate       Acquired
    Marsh Division Name and Location             Marsh Acres      Planted Acres     or Leased

    <S>                                              <C>              <C>              <C>  
    Associates Division, Jackson County,
      Wisconsin . . . . . . . . . . . . . . .        3,400             86              1983

    Meadow Valley Division, Jackson County,
      Wisconsin . . . . . . . . . . . . . . .        2,150             76              1984

    Fifield Division, Price County, Wisconsin        2,460            196              1985

    Three Lakes Division, Oneida County,
      Wisconsin . . . . . . . . . . . . . . .        1,542             82              1985

    Chittamo Division, Douglas and Washburn
      Counties, Wisconsin . . . . . . . . . .          620             55              1985

    Biron Division, Wood County, Wisconsin  .          473            213              1987

    Warrens Division, Monroe County, Wisconsin         160             63              1987

    Trego Division, Washburn County, Wisconsin       1,715             96              1988

    Gordon Division, Douglas County, Wisconsin         880            149              1988

    Mather Division, Juneau County, Wisconsin        2,500            148              1989

    Nekoosa Division (two marshes), Wood
      County, Wisconsin . . . . . . . . . . .          569             85              1989

    Nantucket Division (two marshes),
      Nantucket County, Massachusetts . . . .          737            211              1990

    Crawford Creek Division (two marshes),
      Jackson County, Wisconsin . . . . . . .          304            135              1991

    Hills Division, Jackson County, Wisconsin
      (leased)  . . . . . . . . . . . . . . .          465             70              1991

    Hanson Division (two marshes), Plymouth
      County, Massachusetts . . . . . . . . .        2,025            322              1993

    Yellow River (two marshes), Juneau County,
      Wisconsin . . . . . . . . . . . . . . .        1,714            252              1994

    Dandy Creek, Monroe County, Wisconsin              350             55              1996

    Manitowish Waters (two marshes), Vilas
      County, Wisconsin . . . . . . . . . . .          345            182              1996
                                                    ------          -----

       Total  . . . . . . . . . . . . . . . .       22,409          2,476
                                                    ======          =====
    </TABLE>

   Item 3.        Legal Proceedings.

             In fiscal 1996, the Company acquired a marsh property in
   northern Wisconsin from the Koller Cranberry Company, a member-grower of
   the Ocean Spray cooperative subject to a pre-existing marketing contract
   to deliver its fall 1996 cranberry crop to Ocean Spray.  As a result of
   the acquisition, the delivery of the fall 1996 crop harvested on the
   Koller property to the Company was contested by Ocean Spray.  Under the
   terms of the mutual settlement of the action filed by Ocean Spray against
   the Company, Northland paid Ocean Spray liquidated damages equal to the
   amount provided for in the existing marketing agreement between Ocean
   Spray and the Koller Cranberry Company and Northland was allowed to retain
   the fall 1996 cranberry crop harvested from the Koller marsh.  

             As of the date hereof, the Company is not otherwise a party to
   any legal proceedings, the adverse outcome of which individually or in the
   aggregate, in the Company's opinion, would have a material adverse effect
   on the Company's results of operations or financial condition.


   Item 4.        Submission of Matters to a Vote of Shareholders.

             No matters were submitted to a vote of the Company's
   shareholders during the fourth quarter of fiscal 1996.

                        Executive Officers of the Company

             As of October 17, 1996, each of the Company's executive officers
   is identified below together with information about each such officer's
   age, current position with the Company and employment history for at least
   the past five years:

    Name                       Age       Current Position

    John Swendrowski           48        President and Chief Executive
                                         Officer
    Robert E. Hawk             41        Executive Vice President and 
                                         President of Wildhawk, Inc.
    John A. Pazurek            47        Vice President - Finance,
                                         Treasurer and Chief Financial
                                         Officer
    William J. Haddow          48        Vice President - Purchasing,
                                         Transportation and Budget
    David J. Lukas             54        Vice President - Administration
                                         and Corporate Secretary
    John Stauner               34        Vice President - Agricultural
                                         Operations
    Steven E. Klus             50        Vice President - Manufacturing
    John S. Wilson             46        Vice President - East Coast 


             Mr. Swendrowski founded the Company and assumed his current
   positions in May 1987. Prior to forming the Company, Mr. Swendrowski was
   the organizer and syndicator of investment interests, and a general
   partner, in each of the Company's predecessor limited partnerships.

             Mr. Hawk was appointed Executive Vice President in October 1996. 
   Prior thereto, he served as Vice President-Sales, Marketing and Special
   Projects for three years and as Vice President-Operations for four years. 


             Mr. Pazurek is a certified public accountant and joined the
   Company as Controller and Principal Accounting Officer at its inception in
   May 1987.  In May 1990, Mr. Pazurek was promoted to Vice President-Finance
   and in August 1993 he was promoted to Treasurer.  In October 1996, Mr.
   Pazurek was also appointed Chief Financial Officer.

             Mr. Haddow was appointed Vice President-Purchasing,
   Transportation and Budget in October 1996.  Prior thereto, he served as
   Vice President-Purchasing and Transportation from May 1993, and as
   Assistant Vice President-Purchasing from 1989.

             Mr. Lukas joined the Company in April 1992 as Vice President of
   Human Resources and Corporate Counsel.  In May 1995 he was promoted to
   Secretary and in August 1996 to Vice President-Administration.  Prior
   thereto, he practiced law in Wisconsin Rapids, Wisconsin for over 20
   years.

             Mr. Stauner was promoted to Vice President-Agricultural
   Operations in October 1996.  Prior thereto, he served as Vice President-
   Operations from May 1995, and as Assistant Vice President of Operations
   since the Company's inception in 1987.

             Mr. Klus joined the Company in April 1996 as the Director of
   Strategic Product Planning.  He was appointed Vice President-Manufacturing
   in October 1996.  Prior thereto he served as President-Eastern Division of
   Seneca Foods Corporation in New York from May 1990.

             Mr. Wilson joined the Company in October 1993 and was promoted
   to Vice President - East Coast Operations in May 1994. In October 1996,
   his title changed to Vice President-East Coast.  Prior to joining the
   Company, he served as Manager-Grower Services at Ocean Spray in Lakeville,
   Massachusetts from 1988.

             The executive officers of the Company are generally elected
   annually by the Board of Directors after the annual meeting of
   shareholders. Each executive officer holds office until his successor has
   been duly qualified and elected or until his earlier death, resignation or
   removal.


                                     PART II

   Item 5.   Market for the Company's Common Equity and Related Shareholder
             Matters. 


                  Sale Price Range of Class A Common Stock (1)

                  First          Second          Third          Fourth
                  Quarter        Quarter         Quarter       Quarter

                        Fiscal Year Ended August 31, 1996

    High          $10.00          $11.00         $14.63         $18.13
    Low            $7.25           $8.50          $9.88         $13.38

                     Twelve Months Ended August 31, 1995(2)

    High          $10.25           $7.88          $8.38          $7.75
    Low            $5.50           $6.00          $7.13          $7.00
   _______________

   (1)  The range of sale prices listed for each quarter includes intra-day
        trading prices as reported on The Nasdaq Stock Market.

   (2)  In order to correspond the Company's fiscal year with the Company's
        expected new annual business cycle from pursuing its current business
        strategy, the Company changed its fiscal year end in 1995 from
        March 31 to August 31.  Fiscal 1995 ended on March 31, 1995, and was
        followed by a five-month transition period ending August 31, 1995. 
        During the transition period, the range of sales prices for shares of
        Class A Common Stock was between a high of $8.38 and a low of $7.00.

             On November 25, 1996, there were approximately 4,650 beneficial
   shareholders for the shares of Class A Common Stock and three shareholders
   of record for the shares of Class B Common Stock.  Shares of Class A
   Common Stock trade on The Nasdaq Stock Market under the symbol CBRYA.  No
   public market exists for the shares of Class B Common Stock.

             See Item 6 for information on the Company's cash dividends paid
   on its Common Stock.  On November 22, 1996, the last sale price of shares
   of Class A Common Stock was $24.25 per share.

             On July 8, 1996, the Company acquired a cranberry property in
   Wisconsin from the Koller Cranberry Company for $4.4 million in cash and
   33,614 shares of Class A Common Stock.  The Class A shares were not
   registered under the Securities Act of 1933 in reliance on Section 4(2)
   thereunder relating to a sale by an issuer not involving a public offering
   to a person who had access to information concerning the Company, was able
   to bear the economic risk of loss of the investment and acquired the
   shares for investment purposes and not with a view to distribution.  The
   shares issued in the transaction above were deemed to be restricted
   securities for the purposes of the Securities Act and restrictive legends
   were placed on the stock certificates, together with appropriate stop
   transfer notations on the Company's stock transfer records.

   Item 6.   Selected Financial Data.

   <TABLE>
   <CAPTION>
                                   Fiscal Year
                                    Ended (1)                                      Fiscal Year Ended March 31 (1)
                                    August 31,      Transition
                                       1996         Period (1)         1995        1994        1993        1992         1991

    <S>                            <C>               <C>           <C>         <C>          <C>         <C>         <C>   
    Operating Results
    (Dollars In Thousands, 
    except per share data)
    Revenues                       $  37,608         $     890     $ 21,784    $  18,051    $ 13,000    $ 12,624    $  11,260
    Net earnings (loss)            $   6,905         $  (1,399)    $  1,582    $   2,943    $  1,943    $  1,164    $     869

    Common Stock Data                                                                   
    Net earnings (loss) per
     Common Share before
     cumulative effect of change
     in accounting method          $    0.50         $   (0.28)    $    0.18    $   0.33     $  0.25     $  0.20      $  0.15

    Cumulative effect of change
     in accounting method (2)             --         $     0.13           --          --          --          --           --

    Net earnings (loss) per share  $    0.50         $   (0.15)    $    0.18   $    0.33    $   0.25    $   0.20    $    0.15
    Cash dividends per Class A
     Share                         $   0.145         $     0.06    $    0.14   $   0.175    $   0.08    $   0.06    $    0.06
    Cash dividends per Class B
     Share                         $   0.132          $   0.055    $   0.127   $   0.159    $  0.073    $  0.055     $  0.055

    Financial Position (Year End)
     (In Thousands)

    Total assets                    $145,485           $121,745     $107,745    $ 83,074    $ 67,703    $ 59,606     $ 53,934
    Long-term debt                  $ 56,978          $  45,538     $ 55,793    $ 38,945    $ 25,098    $ 37,294     $ 33,548
    Shareholders' equity            $ 69,059          $  59,113     $ 34,627    $ 33,125    $ 31,572    $ 16,633     $ 15,631

    Financial Ratios
    Current ratio (year end)             1.5                1.1          0.7         1.3         1.7         2.5          2.2
    Debt/equity ratio (year-end)         0.8                0.8          1.8         1.2         0.9         2.3          2.2

    Return on revenues                  18.4%               N/A          7.3%       16.3%       14.9%        9.2%         7.7%
   _________________

   (1)  In order to correspond the Company's fiscal year with the
        Company's expected new annual business cycle from pursuing its
        current business strategy, the Company changed its fiscal year
        end in 1995 from March 31 to August 31.  Fiscal 1995 ended on
        March 31, 1995, and was followed by a five-month transition
        period ending August 31, 1995.

   (2)  Effective April 1, 1995, the Company changed its method of
        deferring crop growing costs to conform with the provisions of
        Statement of Position 85-3 "Accounting by Agricultural Producers
        and Agricultural Cooperatives" which had not been previously
        adopted by the Company.  This change was made to defer crop
        growing costs based on a November 1 to October 31 crop year
        which management believes is its natural crop year. 
        Historically, the Company had deferred certain crop costs based
        on a crop year of April 1 through October 31.  This change
        resulted in an increase in net income for the five months ended
        August 31, 1995 of $1,249,000 (net of income taxes of $806,000),
        reflecting the cumulative effect of this change for periods
        prior to April 1, 1995.  The pro forma effects for the year
        ended March 31, 1995 assuming the change had been in effect
        throughout the year would have been to increase net income by
        $195,000 or $0.02 per share.

   </TABLE>


   Item 7.   Management's Discussion and Analysis of Results of Operations
             and Financial Condition 

   RESULTS OF OPERATIONS

   General

        As a result of the Company's decision to begin marketing and selling
   value-added processed consumer cranberry products, the Company changed its
   fiscal year end from March 31 to August 31 in order to correspond the
   Company's fiscal year with the new annual business cycle expected to
   result from the continued implementation of its "from marsh to market"
   vertical integration business strategy.  This change in fiscal year end is
   intended to better match the costs and expenses associated with growing
   each year's crop with the expected revenues to be generated from the sales
   of consumer products produced from such crop.  This change resulted in a
   five-month transition period ended August 31, 1995.  This discussion
   compares information relating to the Company's fiscal 1996 (ending
   August 31, 1996) performance with fiscal 1995 (ending March 31, 1995),
   along with a separate discussion of the transition period compared to the
   prior year's comparable five-month period.  As a result of the Company's
   changing business nature and change in fiscal year, some comparisons
   between periods are not particularly meaningful or informative.  All per
   share data has been adjusted for the Company's September 3, 1996 two-for-
   one stock split effected in the form of a 100% stock dividend.

    Fiscal 1996 Compared to Fiscal 1995

        Revenues.  Revenues in fiscal 1996 were $37.6 million, a
   $15.8 million increase from $21.8 million in fiscal 1995.  The increase in
   fiscal 1996 revenues was due to increased sales of cranberries and
   cranberry products.  The majority of the Company's fiscal 1996 cranberry
   crop was sold to independent fruit juice and sauce processors at fixed
   pricing under three-year supply agreements, which expired in March 1996. 
   The Company was able to market the rest of its fruit at more favorable
   pricing as a result of the growing demand for cranberry products and the
   industry's short supply of available fruit.  The industry's poor 1995 fall
   cranberry harvest, as well as normal seasonal scarcity of supply,
   contributed to this ongoing demand and supply imbalance.  The Company
   believes that these market conditions will likely continue in fiscal 1997
   as a result of a less than anticipated fall 1996 industry harvest.  Fiscal
   1996 revenues benefitted from increased sales of Northland brand fresh
   fruit, sales of bulk frozen cranberries and the introductory sales of the
   Northland brand 100% juice product line.  The Company believes that, with
   the expiration of its two principal fixed price supply contracts, it will
   be afforded significant additional flexibility in fiscal 1997 to sell its
   cranberry supply in the most profitable manner then available.

        Cost of Sales.  Cost of sales increased $3.4 million to $16.5 million
   in fiscal 1996 from $13.1 million in fiscal 1995.  The increase in fiscal
   1996 cost of sales was due to increases in the Company's productive acres,
   barrels harvested, barrels purchased and the cost of sales for the
   Company's entry into the branded juice market.  The Company's gross margin
   in fiscal 1996 was 56.1% compared to 40.1% in fiscal 1995.

        Selling, General and Administrative Expenses.  Selling, general and
   administrative expenses were $7.0 million in fiscal 1996, compared to
   $2.4 million in fiscal 1995.  The increase was due primarily to additional
   costs associated with increased compensation and related expenses
   partially attributable to the Company's growth in productive acreage and
   the Company's initial rollout of its branded juice products.  The
   Company's continued entry into the branded consumer cranberry products
   market is likely to result in substantial additional marketing, promotion,
   distribution and selling expenses in fiscal 1997.

        Interest Expense.  Fiscal 1996 interest expense was $2.7 million, a
   $1.0 million decrease from fiscal 1995 interest expense of $3.7 million. 
   The decrease was due to decreased debt levels which resulted from the
   application of proceeds generated by the Company's August 1995 public
   offering and sale of 2,300,000 Class A common shares.

        Income Tax Expense.  The Company recorded $4.5 million in income tax
   expense in fiscal 1996, compared to $1.1 million in fiscal 1995.  As a
   result of alternative minimum tax liabilities, $2.8 million in income
   taxes were paid in fiscal 1996 compared to $141,000 in fiscal 1995.  As of
   August 31, 1996, the Company had net operating loss carryforwards for
   federal and state income tax purposes of $2.4 million remaining to offset
   against future taxable income.  See Note 13 of Notes to Consolidated
   Financial Statements.

        Net Income.  Net income for fiscal 1996 was $6.9 million compared to
   fiscal 1995 net income of $1.6 million.  Net income per common share was
   $0.50 in fiscal 1996 compared to net income per common share of $0.18 in
   fiscal 1995.  Weighted average common shares outstanding for fiscal 1996
   were 13,928,000 compared to 8,891,000 for fiscal 1995.

    Five Month Periods Ended August 31, 1995 and 1994

        Revenues.  Revenues for the five months ended August 31, 1995 were
   $890,000 compared to $1.6 million during the same five month period in the
   prior year.  Revenues consisted of vine sales, fertilizer and chemical
   sales and other income in each respective period.  The decrease in
   revenues for the five months ended August 31, 1995 was due to the
   anticipated reduced volume in vine sales caused principally by current
   regulatory restrictions on the further domestic development of wetlands
   for cranberry cultivation.

        Cost of Sales.  For the five-month transitional period, the cost of
   sales decreased $583,000 to $1.4 million from $2.0 million during the same
   period in fiscal 1995.  As a result of the Company's change an accounting
   method for deferred crop costs, this comparison is not considered
   particularly meaningful or informative by the Company.  See Note 2 of
   Notes to Consolidated Financial Statements.

        Selling, General and Administrative Expenses.  Selling, general and
   administrative expenses were $1.9 million in the five-month transitional
   period compared to $1.3 million during the same period in the prior year. 
   The increase was due primarily to additional costs associated with the
   Company's increased productive acreage and the Company's preparation to
   enter the branded juice market.

        Interest Expense.  Interest expense was $1.9 million during the
   five-month transitional period compared to $1.2 million during the same
   period in fiscal 1995.  The significant increase in interest expense was
   due to increased debt levels which resulted primarily from financing the
   Company's September 1994 cranberry marsh acquisitions and the June 1995
   purchase of the previously leased Hanson marshes.

        Net Loss.  For the five-month period ended August 31, 1995, the
   Company reported a net loss of $1.4 million, or $0.15 per share, after the
   cumulative effect of the Company's change in accounting method for
   deferred crop cost.  See Note 2 of Notes to Consolidated Financial
   Statements.  Prior to the change in accounting method, the Company
   reported a net loss for the period of $2.6 million, or $0.28 per share. 
   During the comparable period in the prior year, the Company reported a net
   loss of $1.8 million, or $0.20 per share.

    Fiscal 1995 Compared to Fiscal 1994

        Revenues.  Revenues in fiscal 1995 increased to $21.8 million from
   $18.1 million in fiscal 1994.  The increase was due to increased cranberry
   sales as a result of an increase in barrels harvested.  In fiscal 1995,
   the Company harvested 254,000 barrels of cranberries compared to 192,000
   barrels in fiscal 1994.  Substantially all of the barrels harvested by the
   Company for processing in fiscal 1995 were sold to two independent fruit
   juice and sauce processors at fixed prices.  Fiscal 1995 revenues and
   sales of consumer-packaged fresh fruit were impacted adversely by an
   abnormally high fresh fruit spoilage rate at the Company's Wisconsin
   Rapids storage facility.  The high spoilage rate was largely caused by
   unusual weather conditions experienced late in the Wisconsin growing
   season.

        Cost of Sales.  Cost of sales increased $4.3 million, or 49.2%, to
   $13.1 million in fiscal 1995 from $8.8 million in fiscal 1994.  The
   Company's gross margin in fiscal 1995 was 40.1%, compared to 51.5% in
   fiscal 1994.  The increase in cost of sales in fiscal 1995 was primarily
   due to costs associated with the increase in the Company's number of
   productive acres and the increase in fresh fruit production.

        Selling, General and Administrative Expenses.  Selling, general and
   administrative expenses were $2.4 million in fiscal 1995 compared to
   $2 million in fiscal 1994.  The increase was primarily due to costs
   associated with the Company's growth in productive acreage and expanded
   fresh fruit marketing efforts.

        Interest Expense.  Fiscal 1995 interest expense was $3.7 million, a
   52.6% increase over fiscal 1994 interest expense of $2.4 million.  The
   increase was due to financing costs associated with funding the Company's
   September 1993 cranberry marsh lease and September 1994 cranberry marsh
   acquisitions.

        Income Tax Expense.  The Company recorded $1.1 million in income tax
   expense in fiscal 1995, compared to $1.9 million in fiscal 1994.  As a
   result of alternative minimum tax liabilities, $141,000 in income taxes
   were paid in fiscal 1995 compared to $1.9 million in fiscal 1994.

        Net Income.  Net income for fiscal 1995 was $1.6 million, or $0.18
   per share, a 46.3% decrease from fiscal 1994 net income of $2.9 million,
   or $0.33 per share.  Weighted average common shares outstanding for fiscal
   1995 were 8,891,000 compared to 8,835,000 for fiscal 1994.

   FINANCIAL CONDITION

        Net cash provided by operating activities in fiscal 1996 increased
   67.9% to $9.4 million from $5.6 million in fiscal 1995.  The increase
   principally was a result of changes in cash flows related to the increase
   in net income between fiscal years reduced by increases in current assets
   and current liabilities.  The Company's current ratio was 1.5 to 1.0 at
   the end of fiscal 1996 compared to a current ratio of 0.66 to 1.0 at the
   end of fiscal 1995.  This improvement was directly related to the
   Company's change in business strategy and the change in fiscal year end. 
   Inventories increased to $12.4 million at August 31, 1996 compared to
   inventories of $853,000 at March 31, 1995 principally due to the
   $9.3 million increase in deferred crop costs.  These deferred crop costs
   are the inventory costs of the growing crop to be harvested in the fall of
   fiscal 1997.  The additional $2.1 million increase in inventories is due
   to increases in finished goods and raw materials purchased to support the
   Company's branded juice sales.

        Net cash used for investing activities increased in fiscal 1996 by
   63.5% to $20.6 million from $12.6 million in fiscal 1995.  The increase
   was principally the result of the acquisitions of cranberry operations and
   other property and equipment additions.  In March 1996, the Company
   completed the $3.05 million acquisition of a 55-acre cranberry property
   located in Central Wisconsin.  In July 1996, the Company acquired a
   74-acre cranberry property located in Northern Wisconsin.  The total cost
   of the acquisition was $4.4 million in cash and 16,807 shares (on a
   pre-stock split basis) of the Company's Class A Common Stock.  On
   September 27, 1996, the Company completed the acquisition of a 108 acre
   cranberry property located in Northern Wisconsin.  The total cost of the
   acquisition was $4.85 million in cash and 169,014 shares of the Company's
   Class A Common Stock.  The Company utilized its bank credit facilities to
   fund the cash portion of the acquisition.  Property and equipment
   additions in fiscal 1996 included (i) $4.4 million for fixed asset
   additions and upgrades; (ii) $4.2 million to complete the construction of
   the Company's concentrate manufacturing facility; (iii) $3.0 million to
   complete the construction and planting of 11 new cranberry producing acres
   and to cultivate and maintain 320 preproductive expansion acres; and
   (iv) $2.9 million to improve the Company's fruit handling facilities.  The
   Company's current capital budget for similar items in fiscal 1997 is
   approximately $6.5 million.  In addition, the Company anticipates that it
   may require substantial additional capital expenditures to fund its
   strategy of increasing its internal supply capabilities by acquiring
   additional cranberry marshes.  The Company's fiscal 1997 debt service and
   capital expenditure obligations will be funded by borrowings under the
   Company's amended November 1996 credit facilities and cash generated from
   operations.

        Net cash provided by financing activities increased in fiscal 1996 to
   $11.1 million from $6.5 million in fiscal 1995.  The Company's total
   equity increased to $69.1 million at August 31, 1996 compared to
   $34.6 million at the end of fiscal 1995.  The Company's total debt
   (including current portion) at fiscal 1996 year end was $60.5 million for
   a total debt-to-equity ratio of 0.88 to 1, compared to total debt of
   $61.6 million and a debt-to-equity ratio of 1.78 to 1 at March 31, 1995. 
   In August and September of 1995, the company completed the public sale of
   2,300,000 Class A Common shares.  Net proceeds of $30.4 million were used
   to repay principal and accrued interest then outstanding under the
   Company's credit facilities.  On November 4, 1996, the Company amended its
   existing bank credit facility to increase its revolving credit facility
   from $21 million to $45 million, increasing its revolving credit
   availability by $24 million.  The new credit facilities mature on
   September 1, 1999.  The amount of unused available borrowings under the
   amended credit facilities was $35.4 million at August 31, 1996.  See
   Note 10 of Notes to Consolidated Financial Statements.

   Seasonality and Quarterly Results;
    Dependence on Crop Results

        As shown in the table below, the Company's business has been
   extremely seasonal.  Similar to most nondiversified agricultural crop
   growers, the Company recognized its crop sales revenues at the time of the
   harvest in the fall of each year.  Crop sales revenues constituted
   approximately 56% of total revenues in fiscal 1996 and 86% of total
   revenues in fiscal 1995.  Because the Company's historical results of
   operations have been significantly dependent upon the results of the
   Company's annual harvest, its results for interim fiscal periods have not
   been considered indicative of those to be expected for a full year or for
   other interim periods.  The successful implementation of the Company's
   marsh to market strategy is expected to help reduce the extreme
   seasonality of its business and its dependence upon its annual fall
   cranberry crop.  However,the Company expects to recognize substantially
   lower earnings per share in the first quarter of fiscal 1997 than the
   first quarter of fiscal 1996 because in the past, the Company recognized
   substantially all of its net profits in this quarter as a result of sales
   of its crop under its now expired supply agreements.  Due to the changing
   nature of the company's business, it is likely that initial comparisons of
   quarterly results during fiscal 1997 to the prior year's comparative
   periods will not be particularly meaningful or informative.  The Company
   believes that its annual harvest results, while still remaining an
   important element of the Company's potential results of operations for the
   upcoming fiscal year will become less critical than in past years as it
   supplements its supply through crop purchase agreements and it becomes
   better able to directly control the sale of its cranberry supply and take
   advantage of favorable market conditions.

        The following table contains unaudited selected historical quarterly
   information, which includes adjustments, consisting only of normal
   recurring adjustments, that the Company considers necessary for a fair
   presentation:

   <TABLE>
   <CAPTION>
                                                           Fiscal Quarters Ended

                                               (Dollars in thousands, except per share data)
                                                                 Unaudited

                             Aug. 31,   May 31,   Feb. 29,   Nov. 30,  Aug. 31,   May 31,   Feb. 29,   Nov. 30,
                               1996       1996      1996       1995      1995       1995      1995       1994

    <S>                       <C>         <C>        <C>      <C>        <C>       <C>       <C>         <C>
    Revenues                  $ 5,246     $6,675     $3,984   $21,703    $  124    $  652    $ 1,665     $18,417

    Income (loss) before
       income taxes            (1,091)     1,435        254    10,816    (3,066)   (2,343)    (2,211)      8,836

    Net income (loss)            (669)       855        149     6,570    (1,868)     (184)    (1,348)      5,363

    Net income (loss) per
       share                    (0.05)      0.06       0.01      0.48     (0.19)    (0.02)     (0.15)       0.60
   </TABLE>

   Item 8.   Financial Statements and Supplementary Data.

                          INDEPENDENT AUDITORS' REPORT


   To the Shareholders
      and Board of Directors of
      Northland Cranberries, Inc.


        We have audited the accompanying consolidated balance sheets of
   Northland Cranberries, Inc. and subsidiary as of August 31, 1996 and March
   31, 1995, and the related consolidated statements of operations,
   shareholders' equity and cash flows for the years ended August 31, 1996,
   March 31, 1995 and 1994, and for the five-month transition period ended
   August 31, 1995.  These financial statements are the responsibility of the
   Company's management.  Our responsibility is to express an opinion on
   these financial statements based on our audits.

        We conducted our audits in accordance with generally accepted
   auditing standards.  Those standards require that we plan and perform the
   audit to obtain reasonable assurance about whether the financial
   statements are free of material misstatement.  An audit includes
   examining, on a test basis, evidence supporting the amounts and
   disclosures in the financial statements.  An audit also includes assessing
   the accounting principles used and significant estimates made by
   management, as well as evaluating the overall financial statement
   presentation.  We believe that our audits provide a reasonable basis for
   our opinion.

        In our opinion, such consolidated financial statements present
   fairly, in all material respects, the financial position of Northland
   Cranberries, Inc. and subsidiary at August 31, 1996 and March 31, 1995,
   and the results of their operations and their cash flows for the years
   ended August 31, 1996, March 31, 1995 and 1994, and for the five-month
   transition period ended August 31, 1995, in conformity with generally
   accepted accounting principles.

        As explained in Note 2 to the consolidated financial statements,
   effective April 1, 1995, the Company changed its method of deferring crop
   growing costs.


   DELOITTE & TOUCHE LLP

   Milwaukee, Wisconsin
   November 4, 1996

   <PAGE>

    NORTHLAND CRANBERRIES, INC. AND SUBSIDIARY

    CONSOLIDATED BALANCE SHEETS
    AUGUST 31, 1996 AND MARCH 31, 1995

    ASSETS                                       1996              1995

    CURRENT ASSETS:
      Cash and cash equivalents             $   266,467      $   223,373 
      Accounts and notes receivable           2,631,434        1,854,810 
      Investments                             1,259,548        1,259,548 
      Inventories                            12,414,426          853,216 
      Prepaid expenses                          921,673        1,249,010 
      Deferred income taxes                   1,123,949        1,305,802 
                                             ----------        --------- 
         Total current assets                18,617,497        6,745,759 
                                                        
    PROPERTY AND EQUIPMENT, NET             122,489,101       95,191,248 
                                                        
    INVESTMENTS AND OTHER ASSETS              4,378,021        5,807,744 
                                            -----------      ----------- 
      TOTAL ASSETS                         $145,484,619     $107,744,751 
                                            ===========      =========== 

    See notes to consolidated financial statements.

   <PAGE>

    CONSOLIDATED BALANCE SHEETS
    AUGUST 31, 1996 AND MARCH 31, 1995 (continued)

    LIABILITIES AND SHAREHOLDERS' EQUITY         1996             1995

    CURRENT LIABILITIES:
      Accounts payable                      $  2,592,765     $  1,982,520 
      Accrued liabilities                      5,914,422        2,384,165 
      Current portion of long-term
         obligations                           3,560,000        5,802,000 
                                              ----------       ---------- 
         Total current liabilities            12,067,187       10,168,685 
                                                         
    LONG-TERM OBLIGATIONS                     56,978,095       55,792,764 
                                                         
    DEFERRED INCOME TAXES                      7,380,556        7,156,755 
                                                         
    SHAREHOLDERS' EQUITY:
      Preferred stock, $.01 par value,
       5,000,000 shares authorized, none
       issued                                         --               -- 
      Common stock:                                      
         Class A, $.01 par value,
       12,734,286 and 4,010,613 shares
       issued and outstanding,                           
       respectively                              127,343           40,106 
         Class B, $.01 par value, 636,202
       and 318,101 shares issued and                     
       outstanding, respectively                   6,362            3,181 
      Additional paid-in capital              60,183,370       28,907,593 

      Retained earnings                        8,741,706        5,675,667 
                                             -----------      ----------- 
                                              69,058,781       34,626,547 
                                             -----------      ----------- 
    TOTAL LIABILITIES AND SHAREHOLDERS'
      EQUITY                                $145,484,619     $107,744,751 
                                             ===========      =========== 

   See notes to consolidated financial statements.

   <PAGE>


    <TABLE>
    NORTHLAND CRANBERRIES, INC. AND SUBSIDIARY

    CONSOLIDATED STATEMENTS OF OPERATIONS
    YEARS ENDED AUGUST 31, 1996 AND MARCH 31, 1995 AND 1994
    AND FIVE-MONTH TRANSITION PERIOD ENDED AUGUST 31, 1995
    <CAPTION>

                                                   Five-Months         Years Ended
                                     Year Ended       Ended
                                     August 31,     August 31,     March 31,    March 31,
                                        1996          1995           1995          1994

    <S>                             <C>               <C>         <C>           <C>
    REVENUES                        $37,607,845        $890,397   $21,783,966   $18,051,355 

    COST OF SALES                    16,516,785       1,400,611    13,057,275     8,751,220 
                                     ----------      ----------    ----------    ---------- 
    GROSS PROFIT (LOSS)              21,091,060        (510,214)    8,726,691     9,300,135 
                                                
    COSTS AND EXPENSES:                         
      Selling, general and
      administrative                  7,020,416       1,907,841     2,439,978     2,046,389 
      Interest                        2,657,067       1,919,544     3,654,006     2,393,792 
                                     ----------      ---------     ----------    ---------- 
       Total costs and expenses       9,677,483       3,827,385     6,093,984     4,440,181 
                                     ----------      ----------    ----------    ---------- 
    INCOME (LOSS) BEFORE INCOME
      TAXES AND CUMULATIVE EFFECT OF
      CHANGE IN ACCOUNTING METHOD    11,413,577      (4,337,599)    2,632,707     4,859,954 

    INCOME TAXES (BENEFIT)            4,509,000      (1,689,000)    1,051,000     1,917,000 
                                     ----------      ----------     ---------     --------- 
    INCOME (LOSS) BEFORE CUMULATIVE
      EFFECT OF CHANGE IN ACCOUNTING
      METHOD                         $6,904,577     $(2,648,599)   $1,581,707    $2,942,954 

    CUMULATIVE EFFECT OF CHANGE IN
      ACCOUNTING METHOD (NET OF
      TAXES OF $806,000)                     --       1,249,469            -- 
                                                                                         -- 
                                      ---------      ----------     ---------    ---------- 
    NET INCOME (LOSS)                $6,904,577     $(1,399,130)   $1,581,707    $2,942,954 
                                      =========      ==========     =========     ========= 
    NET INCOME (LOSS) PER COMMON AND
      COMMON EQUIVALENT SHARE:
      Income (loss) before
       cumulative effect of change
       in accounting method          $     0.50     $     (0.28)   $     0.18    $     0.33 
      
      Cumulative effect of change in
       accounting method                     --            0.13            --            -- 
                                     ----------      ----------     ---------     --------- 
    NET INCOME (LOSS) PER COMMON AND
      COMMON EQUIVALENT SHARE        $     0.50      $    (0.15)    $    0.18     $    0.33 
                                     ==========      ==========     =========     ========= 

    See notes to consolidated financial statements.

   </TABLE>

   <PAGE>

    <TABLE>
    NORTHLAND CRANBERRIES, INC. AND SUBSIDIARY

    CONSOLIDATED STATEMENTS OF CASH FLOWS
    YEARS ENDED AUGUST 31, 1996 AND MARCH 31, 1995 AND 1994
    AND FIVE-MONTH TRANSITION PERIOD ENDED AUGUST 31, 1995
    <CAPTION>

                                                              Five-Months           Years Ended
                                               Year Ended        Ended
                                               August 31,      August 31,      March 31,       March 31,
                                                  1996            1995            1995           1994

    <S>                                       <C>              <C>              <C>            <C> 
    OPERATING ACTIVITIES:
     Net income (loss)                        $  6,904,577     $(1,399,130)     $1,581,707     $2,942,954 
     Cumulative effect of change in
       accounting method                                --      (1,249,469)             --             -- 
     Adjustments to reconcile net income to
       net cash provided by operating
       activities:
         Depreciation and amortization           4,151,448       1,481,176       3,094,708      2,235,881 
        
           (Gain) loss on disposal of
           property and equipment                  (25,236)          4,839          (8,331)       (17,640)
         Gain on investments                            --              --              --       (199,507)
     Changes in assets and liabilities:                    
         Receivables, prepaid expenses and
       other current assets                     (2,256,715)      1,807,428      (1,350,824)     3,986,128 
         Inventories                            (4,715,542)     (5,178,107)       (445,206)      (197,955)
         Accounts payable and accrued
     liabilities                                 4,031,250         163,632       1,847,874        986,426 
         Deferred income taxes                   1,289,000        (883,000)        910,000         42,000 
                                                ----------      ----------      ----------     ---------- 
       Net cash provided by (used in)
         operating activities                    9,378,782      (5,252,631)      5,629,928      9,778,287 
                                                ----------      ----------      ----------     ---------- 
    INVESTING ACTIVITIES:                                  
     Property and equipment additions          (14,480,765)     (5,827,245)     (8,716,881)   (10,587,053)
     Proceeds on disposals of property and
       equipment                                   152,065          40,229          65,695         37,913 
     Acquisitions of cranberry operations       (7,279,818)     (4,485,112)     (5,046,097)            -- 
     Net decrease in investments                 1,259,548              --       1,259,548      1,185,535 
     Other                                        (214,018)        (66,507)       (145,412)      (276,952)
                                               -----------      ----------      ----------     ---------- 
       Net cash used for investing
         activities                            (20,562,988)    (10,338,635)    (12,583,147)    (9,640,557)
                                              ------------     -----------     -----------     ---------- 
    FINANCING ACTIVITIES:                                  
     Proceeds from long-term debt               15,000,000      14,800,000      14,350,000     10,500,000 
     Payments on long-term debt                 (6,053,365)    (24,803,303)     (6,626,409)    (8,538,179)
     Dividends paid                             (1,923,429)       (515,978)     (1,193,248)    (1,476,894)
     Net proceeds from common stock
       offering                                  4,016,192      26,401,133              --             -- 
     Exercise of stock options                      76,400              --          85,633         56,601 
     Other                                         (25,819)       (153,265)        (89,638)      (223,786)
                                               -----------     -----------     -----------     ---------- 
       Net cash provided by financing
         activities                             11,089,979      15,728,587       6,526,338        317,742 
                                              -----------      -----------     -----------    ----------- 
    NET (DECREASE) INCREASE IN CASH  AND
     CASH EQUIVALENTS                              (94,227)        137,321        (426,881)       455,472 
                                                           
    CASH AND CASH EQUIVALENTS, BEGINNING OF
     YEAR                                          360,694         223,373         650,254        194,782 
                                                ----------      ----------      ----------     ---------- 
    CASH AND CASH EQUIVALENTS, END OF YEAR        $266,467        $360,694        $223,373       $650,254 
                                                 =========        ========        ========       ======== 
    SUPPLEMENTAL DISCLOSURE OF CASH FLOW
     INFORMATION: 
     Cash paid during the year for:
         Interest (net of interest
           capitalized)                         $2,716,788      $2,445,138      $3,323,440     $2,297,007 
        Income taxes                             2,768,000              --         268,000      1,879,000 
    SUPPLEMENTAL DISCLOSURES OF NONCASH
     INVESTING AND FINANCING ACTIVITIES
     (See Notes 5, 7, 10 and 14)
    </TABLE>



    See notes to consolidated financial statements.

   <PAGE>

    <TABLE>
    NORTHLAND CRANBERRIES, INC. AND SUBSIDIARY

    CONSOLIDATED STATEMENTS OF SHAREHOLDERS' EQUITY
    YEARS ENDED AUGUST 31, 1996 AND MARCH 31, 1995 AND 1994 AND
    FIVE-MONTH TRANSITION PERIOD ENDED AUGUST 31, 1995
    <CAPTION>
                                                                      Additional
                                               Common Stock            Paid-in        Retained      Treasury
                                                                       Capital        Earnings        Stock
                                            Class A      Class B

    <S>                                      <C>           <C>        <C>             <C>              <C>
    BALANCES, APRIL 1, 1993                  $39,292       $3,181     $27,712,189     $3,821,148       $(3,438)

     Stock options exercised                      78           --          56,523             --            -- 
     Tax benefit from exercise of stock           --           --          30,519             --            -- 
       options
     Cash dividends paid:
       $.175 per Class A share                    --           --              --     (1,375,579)           -- 
       $.15925 per Class B share                  --           --              --       (101,315)           -- 
     Net income                                   --           --              --      2,942,954            -- 
                                             -------      -------      ----------     ----------      -------- 
    BALANCES, MARCH 31, 1994                  39,370        3,181      27,799,231      5,287,208        (3,438)

     Common stock issued for
       acquisition of cranberry marshes
       (62,500 shares)                           625           --         986,874             --            -- 
     Stock options exercised                     111           --          82,084             --         3,438 
     Tax benefit from exercise of stock           --           --          39,404             --            -- 
       options 
     Cash dividends paid:
       $.14 per Class A share                     --           --              --     (1,112,324)           -- 
       $.1272 per Class B share                   --           --              --        (80,924)           -- 
     Net income                                   --           --              --      1,581,707            -- 
                                            --------     --------      ----------    -----------      -------- 
    BALANCES, MARCH  31, 1995                 40,106        3,181      28,907,593      5,675,667             0 

     Net proceeds from common stock           20,000           --      26,381,133             --            -- 
       offering (2,000,000 shares)
     Cash dividends paid:
       $.06 per Class A share                     --            --             --       (481,274)           -- 
       $.05455 per Class B share                  --           --              --        (34,705)           -- 
     Net loss                                     --           --              --     (1,399,130)           -- 
                                            --------     --------      ----------     ----------     --------- 
    BALANCES, AUGUST 31, 1995                 60,106        3,181      55,288,726      3,760,558             0 

     Net proceeds from common stock            3,000           --       4,013,192             --            -- 
       offering (300,000 shares)
     Common stock issued for                     168           --         399,832             --            -- 
       acquisition of cranberry marsh
       (16,807 shares)
     Common stock issued for                     294           --         417,796             --            -- 
       cranberries purchased (29,443
       shares)
     Stock options exercised                     103           --          76,297             --            -- 
     Tax benefit from exercise of stock           --           --          54,380             --            -- 
       options
     Effect of two-for-one stock split        63,672        3,181         (66,853)            --            -- 
     Cash dividends paid:                                                                                      
       $.145 per Class A share                    --           --              --     (1,839,610)           -- 
       $.13175 per Class B share                  --           --              --        (83,819)           -- 
     Net income                                   --           --              --      6,904,577            -- 
                                          ----------     --------      ----------     ----------     --------- 
    BALANCES, AUGUST 31, 1996               $127,343       $6,362     $60,183,370     $8,741,706    $        0 
                                            ========      =======     ===========     ==========    ========== 
    </TABLE>

    See notes to consolidated financial statements.


   <PAGE>

   NORTHLAND CRANBERRIES, INC. AND SUBSIDIARY

   NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
   YEARS ENDED AUGUST 31, 1996 AND MARCH 31, 1995 AND 1994
   AND FIVE-MONTH TRANSITION PERIOD ENDED AUGUST 31, 1995


   1. NATURE OF BUSINESS AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

      Nature of Operations - The business of Northland Cranberries, Inc.
      (the "Company") consists principally of growing and selling
      cranberries and cranberry products.  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
      brand fresh cranberries.  In fiscal 1996, the Company continued to
      further this business strategy with the introduction of its own
      Northland brand 100% cranberry juice blends.  The Company's vertical
      integration business strategy includes marketing and selling frozen
      fruit, cranberry concentrate and processed branded and private label
      cranberry products.  The Company's primary market is throughout the
      United States, although it also sells fresh fruit and cranberry
      concentrate in Europe. 

      Principles of Consolidation - The consolidated financial statements
      include the accounts of the Company and its wholly-owned subsidiary,
      Wildhawk, Inc. ("Wildhawk").  Wildhawk provides chemicals, fertilizers
      and crop management services to cranberry growers.  All significant
      intercompany accounts and transactions have been eliminated in
      consolidation.

      Cash Equivalents - Cash equivalents include amounts due from banks and
      highly liquid debt instruments purchased with maturities of three
      months or less.

      Inventories - Inventories, which primarily consist of cranberries,
      juice, concentrates, packaging supplies, fertilizer and chemical
      products and deferred crop costs, are stated at the lower of cost or
      market.  Deferred crop costs consists of those costs related to the
      growing of the crop which will be harvested in fiscal 1997 (see also
      Note 2).  Cost is determined using the first-in, first-out (FIFO)
      method.

      Property and Equipment - Property and equipment are stated at cost,
      less depreciation and amortization computed on the straight-line
      method over the estimated useful lives.  The costs related to the
      development of new productive cranberry beds are capitalized during
      the development period until commercial production is achieved
      (generally the fifth growing season after planting).  Amounts included
      in construction in progress include construction costs of beds, dikes
      and ditches, irrigation systems and costs associated with vine
      clippings planted.  In addition, during the development period,
      certain direct and indirect operating costs are capitalized in
      construction in progress.  The estimated useful lives are 30-40 years
      for buildings, land improvements, cranberry vines, bulkheads and
      irrigation equipment, and 5-10 years for other depreciable assets.

      Goodwill - Goodwill is amortized on the straight-line method over 40
      years.  Accumulated amortization at August 31, 1996 and March 31, 1995
      was $196,968 and $163,393, respectively.

      Income Taxes - The Company accounts for income taxes in accordance
      with Statement of Financial Accounting Standards No. 109, "Accounting
      for Income Taxes" which requires an asset and liability approach to
      financial accounting and reporting for income taxes.

      Estimates - The preparation of financial statements in conformity with
      generally accepted accounting principles requires management to make
      estimates and assumptions that affect the reported amounts of assets
      and liabilities and disclosure of contingent assets and liabilities at
      the date of the financial statements and the reported amounts of
      revenues and expenses during the reporting period.  Actual results
      could differ from those estimates.

      Fair Value of Financial Instruments - The Company believes the
      carrying amount of its financial instruments (cash and cash
      equivalents, accounts receivable, accounts payable, and notes payable)
      is a reasonable estimate of the fair value of these instruments.

      Revenues -The Company realizes revenues from six main sources: branded
      juice, concentrate, fresh fruit, frozen fruit, vine clippings sold to
      other growers and fertilizer and chemical sales from Wildhawk to other
      growers.  In addition, the Company carries insurance against crop
      losses due to hail damage and other perils.

      Net Income Per Common and Common Equivalent Share - Net income per
      common and common equivalent share is computed based upon the weighted
      average number of common shares and common equivalent shares (stock
      options) outstanding during the year (13,927,820, 9,393,656, 8,890,850
      and 8,834,774 for the year ended August 31, 1996, five month
      transition period ended August 31, 1995, and the years ended March 31,
      1995 and 1994, respectively).

      Accounting Standards To Be Adopted - In 1995, the Financial Accounting
      Standards Board (FASB) issued Statement of Financial Accounting
      Standards (SFAS) No. 121, "Accounting for the Impairment of Long-Lived
      Assets and for Long-Lived Assets to Be Disposed Of."  This statement
      will be adopted by the Company in the fiscal year beginning September
      1, 1996.  The adoption of this statement is not expected to have a
      material impact on the consolidated financial statements.

      In 1995, the FASB also issued SFAS No. 123, "Accounting for Stock
      Based Compensation."  Under the accounting and disclosure requirements
      promulgated in the statement, the Company must adopt the provisions in
      its fiscal year beginning September 1, 1996.  The Company is currently
      evaluating the accounting and disclosure alternatives provided for
      under the provisions of the statement.

   2. CHANGE IN ACCOUNTING METHOD

      Effective April 1, 1995, the Company changed its method of deferring
      crop growing costs to conform with the provisions of Statement of
      Position 85-3 "Accounting by Agricultural Producers and Agricultural
      Cooperatives," which had not been previously adopted by the Company. 
      This change was made to defer crop growing costs based on a November 1
      to October 31 crop year which management believes is its natural crop
      year.  Historically, the Company had deferred certain crop costs based
      on a crop year of April 1 through October 31.  This change resulted in
      an increase in net income for the five months ended August 31, 1995 of
      $1,249,000 (net of income taxes of $806,000), reflecting the
      cumulative effect of this change for periods prior to April 1, 1995. 
      The pro forma effects for the year ended March 31, 1995, assuming the
      change had been in effect throughout the year, would have been to
      increase net income by $195,000 or $0.02 per share.

   3. CHANGE IN FISCAL YEAR

      The Company changed its fiscal year end from March 31 to August 31 in
      order to correspond the Company's fiscal year with the new annual
      business cycle resulting from the implementation of its strategy to
      begin marketing and selling value-added processed consumer cranberry
      products.  This change in fiscal year end also better matches the
      costs and expenses associated with growing each year's crop with the
      expected revenues to be generated from the sales of the consumer
      products produced from such crop.

   4. STOCK SPLIT

      On June 26, 1996, the Company's Board of Directors authorized a two-
      for-one stock split effected in the form of a 100% stock dividend
      distributed on September 3, 1996 to shareholders of record on August
      15, 1996.  Shareholders' equity has been adjusted by reclassifying
      from additional paid-in capital to common stock the par value of the
      additional shares arising from the split.  In addition, all references
      in the financial statements to per share amounts, stock option data
      and market prices of the Company's stock have been restated.

   5. ACQUISITIONS

      On September 13, 1994, the Company acquired three productive cranberry
      bogs and certain of the associated assets of Yellow River Cranberry
      Company and Wolfe Cranberry Company for $18,000,000 plus 62,500 shares
      of Class A Common Stock.  The purchase price was paid through the
      delivery of $5,000,000 cash and 62,500 shares of Class A Common Stock
      upon closing and the issuance of $13,000,000 in promissory notes.  The
      promissory notes were fully paid as of August 31, 1996.

      On June 6, 1995, the Company purchased two productive cranberry bogs
      and certain of the associated assets of United Cape Cod Cranberry
      Limited Partnership ("UCCC") for $14,706,000.  The purchase price was
      paid through the delivery of $14,706,000 cash.  The Company had leased
      this property from September 13, 1993 until the date of purchase.

      On March 15, 1996, the Company acquired the productive cranberry bog
      and certain of the associated assets of Mariposa II Cranberries for
      $3,050,000.  The purchase price was paid through the delivery of
      $2,050,000 cash and the issuance of a $1,000,000 promissory note. 
      This promissory note was subsequently fully paid during June 1996.

      On July 8, 1996, the Company acquired the productive cranberry bog and
      certain of the associated assets of the Koller Cranberry Company for
      $4,900,000.  The purchase price was paid through the delivery of
      $4,400,000 cash and 16,807 shares of Class A Common Stock.

      The acquisitions were recorded using the purchase method of accounting
      and, accordingly, the results of operations of the acquired businesses
      are included in the statements of operations from the date of
      acquisition.  The pro forma effects, assuming the fiscal 1996
      acquisitions had occurred on April 1, 1994, were not significant.

   6. INVENTORIES

      Inventory at August 31, 1996 and March 31, 1995 was as follows:

                                           1996            1995   

             Raw materials             $1,692,403        $463,159 
             Finished goods             1,399,335         390,057 
             Deferred crop costs        9,322,688              -- 
                                      -----------        -------- 
                                      $12,414,426        $853,216 
                                      ===========        ======== 

   7. PROPERTY AND EQUIPMENT

      Property and equipment at August 31, 1996 and March 31, 1995 were as
      follows:

                                               1996            1995 

        Land                                 $7,351,596      $7,399,550 
        Land improvements                    12,346,400      10,101,369 
        Cranberry vines, bulkheads and                  
          irrigation equipment               59,607,337      47,052,318 
        Buildings and improvements           12,986,763      10,940,579 
        Equipment and vehicles               23,727,102      16,877,710 
        Construction in progress             25,079,393      16,277,779 
                                            -----------     ----------- 
                                            141,098,591     108,649,305 
        Less accumulated depreciation                   
          and amortization                   18,609,490      13,458,057 
                                            -----------      ---------- 
                                           $122,489,101     $95,191,248 
                                            ===========      ========== 

      The Company capitalized $1,531,405, $557,065, $1,065,164 and
      $1,130,248 of interest for the year ended August 31, 1996, five month
      transition period ended August 31, 1995, and the years ended March 31,
      1995 and 1994, respectively.

   8. INVESTMENTS AND OTHER ASSETS

      Investments and other assets at August 31, 1996 and March 31, 1995
      were as follows:

                                                 1996          1995 

          Investments                        $1,259,548    $2,519,097 
          Leasehold interests, net            1,197,277     1,420,945 
          Goodwill, net                         757,710       791,285 
          Other                               1,163,486     1,076,417 
                                             ----------    ---------- 
                                             $4,378,021    $5,807,744 
                                             ==========    ========== 

      On August 31, 1993, the Company terminated its membership in the Ocean
      Spray marketing cooperative.  Upon termination, Ocean Spray common
      stock held by the Company was converted into Ocean Spray 4% preferred
      stock of equal value and both the preferred stock and notices of
      allocation are being redeemed over a five-year period.  Remaining
      payments of $2,519,096 will be received in annual installments of
      $1,259,548.

   9. ACCRUED LIABILITIES

      Accrued liabilities at August 31, 1996 and March 31, 1995 were as
      follows:

                                                     1996         1995 

       Interest                                    $338,594     $923,909 
       Property taxes                               518,181      511,039 
       Compensation and other employee benefits   2,870,565      177,970 
       Lease payments                                28,497      395,974 
       Income taxes                                 338,332           -- 
       Other                                      1,820,253      375,273 
                                                 ----------   ---------- 
                                                 $5,914,422   $2,384,165 
                                                 ==========   ========== 


   10.  NOTES PAYABLE AND LONG-TERM OBLIGATIONS

      Long-term debt at August 31, 1996 and March 31, 1995 was as follows:

                                                     1996           1995 
    Credit agreement with a bank:
      Revolving credit facility                   $10,050,000     $4,350,000 
      Acquisition credit facility                   9,600,000      5,000,000 
      Term loan                                     9,450,000             -- 
      Term loan                                     3,680,000      4,642,857 
      Term loan                                     4,000,000             -- 
    Term loan payable to insurance company with
       interest at 8.69%                           14,267,752     15,113,131 
    Term loan payable to insurance company with
       interest at 7.85%                            9,490,343     10,024,293 
    Capital lease obligation                               --      9,265,800 
    Mortgage notes with interest at 6%                     --     13,000,000 
    Other                                                  --        198,683 
                                                 ------------   ------------ 
                                                   60,538,095     61,594,764 
    Less current portion                            3,560,000      5,802,000 
                                                 ------------   ------------ 
                                                  $56,978,095    $55,792,764 
                                                  ===========    =========== 


      On August 31, 1994, the Company entered into a credit agreement with
      a bank which was subsequently amended on June 7, 1995 and November 4,
      1996, and provides for a secured revolving credit facility of
      $45,000,000, three secured term credit facilities in the amounts of
      $4,600,000, $4,000,000 and $10,500,000 and a secured acquisition
      credit facility of $10,000,000.  The revolving credit facility and
      acquisition credit facility terminate on September 1, 1999.  However,
      the Company may request annual extensions.  If the Company does not
      extend the termination date of the revolving credit facility, all
      amounts outstanding under the term loans become payable on the
      revolving credit facility termination date.  Loans under the
      acquisition credit facility are due one year from the date of
      issuance or on September 1, 1999, if earlier.  Interest on amounts
      outstanding under the revolving credit facility is payable at the
      bank's domestic rate, the bank's offered rate, or an adjusted LIBOR
      rate plus an applicable rate margin (1.25% on the first $25,000,000
      of principal amounts outstanding and 2.00% on any principal amount in
      excess of $25,000,000), at the option of the Company.  Interest on
      amounts outstanding under the secured term credit facilities and
      secured acquisition credit facility is payable at the bank's domestic
      rate, the bank's offered rate, or an adjusted LIBOR rate plus 2.00%
      at the option of the Company.  Amounts outstanding under the first
      and third secured term credit facilities are due in nine semi-annual
      payments of $460,000 and $525,000, respectively.  Amounts outstanding
      under the second secured term credit facility are due in seven semi-
      annual payments of $286,000 and a final payment of $1,998,000.  The
      Company must pay a commitment fee of .125% per annum on the average
      daily unused amount of the revolving credit facility and the
      acquisition credit facility.  The amount of unused available
      borrowings under the amended credit facilities was $35,350,000 at
      August 31, 1996.

      The 8.69% term loan with an insurance company is payable in semi-
      annual installments, including interest, through July 1, 2004.  The
      interest rate will be adjusted in fiscal year 1999, as determined by
      the insurance company, but the adjusted rate will not exceed 2.25%
      over the then five-year treasury bond yield.

      The 7.85% term loan with an insurance company is payable in semi-
      annual installments, including interest, through August 1, 2008.  The
      interest rate will be adjusted in fiscal years 1998 and 2003, as
      determined by the insurance company, but the adjusted rate will not
      exceed 2.25% over the then five-year treasury bond yield.

      In September 1994, the Company issued $13,000,000 of mortgage notes
      in connection with the acquisition of three cranberry bogs (see Note
      5).  These notes were fully paid as of August 31, 1996.

      Substantially all assets of the Company are pledged as collateral for
      its borrowings.  The Company's loan agreements require, among other
      things, that the Company maintain a certain level of shareholders'
      equity, ($60,000,000 at August 31, 1996), debt-to-equity ratio and
      "fixed charge coverage ratio", as defined.  In addition, the
      agreements place restrictions on the repurchase of stock and do not
      allow total cash dividend payments or other distributions, as
      defined, in any fiscal year to exceed 50% of the Company's net income
      for such fiscal year.

      The aggregate scheduled future maturities of long-term obligations
      for the next five fiscal years ending August 31 are as follows:

                         1997               $3,560,000 
                         1998                3,647,000 
                         1999                3,742,000 
                         2000               30,456,000 
                         2001                1,414,000 
                         Thereafter         17,719,095 
                                            ---------- 
                                           $60,538,095 
                                            ========== 

   11.  SHAREHOLDERS' EQUITY

      The Company is authorized to issue 5,000,000 shares of preferred
      stock with a par value of $0.01.

      The authorized common stock of the Company consists of 20,000,000
      shares of Class A Common Stock and 2,000,000 shares of Class B Common
      Stock.  Outstanding Class B shares are convertible into Class A
      shares on a one-for-one basis at any time.  The shares of Class A
      Common Stock are entitled to one vote per share and the shares of
      Class B Common Stock are entitled to three votes per share.  Holders
      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.  However, cash dividends may be paid on Class A Common
      Stock without a concurrent cash dividend being paid on the Class B
      Common Stock.  If at any time the outstanding shares of Class B
      Common Stock fall below 2% of the outstanding shares of Class A
      Common Stock, they will be automatically converted into Class A
      Common Stock.

      In August 1995, the Company issued 2,000,000 shares of Class A Common
      Stock through a public offering resulting in net proceeds of
      approximately $26,401,000.

      In September 1995, the Company issued an additional 300,000 shares of
      Class A Common Stock pursuant to the Underwriters exercise of its
      over-allotment option granted in connection with the August public
      stock offering, resulting in net proceeds of approximately
      $4,016,000.

      On July 22, 1996, the Company filed a Form S-4 Registration Statement
      ("shelf registration") with the Securities and Exchange Commission. 
      The Registration Statement covers up to 1,000,000 shares of Class A
      Common Stock of the Company which may be issued from time to time in
      connection with acquisitions by the Company of businesses or
      properties, or interests therein.

      At August 31, 1996, 3,245,804 shares of Class A Common Stock were
      reserved for issuance under the Company's stock option plans,
      conversion of Class B Common Stock to Class A Common Stock and the
      shelf registration.

   12.  STOCK OPTIONS

      In 1987, the Company adopted the 1987 Stock Option Plan (the "1987
      Plan"), which provides for the issuance of 275,000 shares of Class A
      Common Stock options to certain executive officers and key employees. 
      Stock options granted under the 1987 Plan are exercisable at a price
      equal to market value on the date of grant for a period determined by
      the Board of Directors, not to exceed 10 years.

      In fiscal 1990, the Company adopted the 1989 Stock Option Plan (the
      "1989 Plan"), which provides for the issuance of 600,000 shares of
      Class A Common Stock options to key employees and directors of the
      Company.  Stock options granted under the 1989 Plan are exercisable
      at a price established by the Board of Directors which shall not be
      less than 85% of the market value on the date of grant for a period
      determined by the Board of Directors, not to exceed 10 years.

      During the five-month transition period ended August 31, 1995, the
      Company adopted the 1995 Stock Option Plan (the "1995 Plan"), which
      provides for the issuance of 800,000 shares of Class A Common Stock
      to key employees and non-employee directors of the Company.  Stock
      options granted under the 1995 Plan are exercisable at a price
      established by the Compensation and Stock Option Committee, which
      shall not be less than 100% of the fair market value on the date of
      grant for a period determined by the Compensation and Stock Option
      Committee, not to exceed 10 years.

      The status of the stock option plans was as follows:

                                     Number of           Price
                                      Shares             Range

    Outstanding at April 1, 1993       687,998    $2.625   -    $7.375 
      Granted                           16,264     8.625   -     9.375 
      Exercised                        (15,578)    2.625   -     5.375 
      Cancelled                         (8,400)    2.625   -     5.375 
                                       -------    ------        ------ 
    Outstanding at March 31, 1994      680,284     2.625   -     9.375 
      Granted                           97,034     7.750   -     8.750 
      Exercised                        (23,260)    2.625   -     7.375 
      Cancelled                         (9,772)    2.625   -     8.625 
                                       -------    ------        ------ 
    Outstanding at March 31, 1995      744,286     2.625   -     9.375 
      Granted                           85,000     7.250   -     7.250 
      Cancelled                         (5,234)    3.125   -     8.625 
                                       -------    ------        ------ 
    Outstanding at August 31, 1995     824,052     2.625   -     9.375 
      Granted                          273,662    10.875   -    17.750 
      Exercised                        (20,560)    2.625   -     8.750 
      Cancelled                         (8,000)    3.875   -     8.750 
                                     ---------    ------       ------- 
    Outstanding at August 31, 1996   1,069,154    $2.625   -   $17.750 
                                     =========    ======       ======= 
    Shares exercisable at
       August 31, 1996                 988,692    $2.625   -   $10.875 
                                       =======    ======       ======= 


   13.  INCOME TAXES

       The provision for income taxes is as follows:

                         August 31,   August 31,     March 31,    March 31,
                           1996          1995          1995         1994 

    Currently payable:
      Federal            $2,997,000            --      $141,000   $1,875,000 
      State                 223,000            --            --           -- 
                          ---------                    --------    --------- 
                          3,220,000            --       141,000   $1,875,000 
    Deferred:             ---------    ----------      --------    --------- 
      Federal               944,000   $(1,368,000)      721,000     (338,000)
      State                 345,000      (321,000)      189,000      380,000 
                          ---------    ----------      --------    --------- 
                          1,289,000    (1,689,000)      910,000       42,000 
                          ---------    ----------      --------    --------- 
                         $4,509,000   $(1,689,000)   $1,051,000   $1,917,000 
                          =========    ==========     =========    ========= 

      The tax effects of temporary differences that give rise to
      significant portions of deferred tax assets and liabilities as of
      August 31, 1996 and March 31, 1995 consist of the following:

                                                  1996          1995 

    Deferred tax assets:
      Tax loss carryforwards                  $955,000    $2,539,000 
      AMT tax credits and other
        carryforwards                        3,676,000     2,008,000 
                                             ---------    ---------- 
                                             4,631,000     4,547,000 
    Deferred tax liabilities:                ---------    ---------- 
      Cranberry sales                          459,000       986,000 
      Depreciation and amortization         10,429,000     9,411,000 
                                            ----------    ---------- 
                                            10,888,000    10,397,000 
                                            ----------    ---------- 
    Net deferred tax liability              $6,257,000    $5,850,000 
                                            ==========    ========== 

      At August 31, 1996, the Company has net operating loss carryforwards
      for Federal income tax purposes of approximately $2,438,000, expiring
      in 2010.

      A reconciliation of the Federal statutory income tax rate to the
      effective income tax rate is as follows:

                                  August 31,  August 31,  March 31,  March 31,
                                     1996       1995        1995       1994 

    Statutory tax rate               34.0%       34.0%      34.0%       34.0%
    State income taxes, net of 
      Federal tax benefit             5.2         5.2        5.3         5.2 
    Other, net                        0.3        (0.3)       0.6         0.2 
                                     ----        ----       ----        ---- 
    Effective tax rate               39.5%       38.9%      39.9%       39.4%
                                     ====        ====       ====        ==== 


   14.  LEASE COMMITMENTS

      On April 10, 1990, the Company acquired leasehold interests in two
      cranberry marshes in Nantucket, Massachusetts.  On March 31, 1994,
      the Company entered into an agreement which extended the original
      lease term through November 30, 2003.  The unamortized cost of the
      leasehold interests are being amortized over the extended lease term
      on a straight-line basis.  Accumulated amortization of the leasehold
      interests at August 31, 1996 and March 31, 1995 was $1,009,843 and
      $786,176, respectively.  Rental payments are based on 20 percent of
      gross cash receipts from agricultural production, subject to certain
      minimums which are dependent upon the state-wide average crop yield. 
      Rent expense for the year ended August 31, 1996, five-month
      transition period ended August 31, 1995, and the years ended March
      31, 1995 and 1994 was $261,166, $0, $338,984 and $240,514,
      respectively.

      On September 5, 1991, the Company entered into a net lease with
      Equitable Life Assurance Society of the United States ("Equitable")
      for Cranberry Hills cranberry marsh, which Equitable purchased on
      May 3, 1991 from Cranberry Hills Partnership ("Cranberry Hills"), a
      partnership controlled by the Company's president and two former
      directors.  The lease, which expires December 31, 2000, provides for
      rent payments of $284,625 in year one and increasing to $380,875 in
      year nine with a final payment of $214,906 on June 1, 2000.  The
      lease grants the Company a right of first refusal to purchase the
      leased premises or to renew the lease on terms Equitable is prepared
      to accept from a bona fide third party.  The purchase agreement also
      provides for payments to Cranberry Hills of 25% of the premises
      income, if any, during the term of the lease with Equitable.  The
      amount expensed in fiscal 1996, the five-month transition period
      ending August 31, 1995 and fiscal 1995 and 1994 was $64,079, $0,
      $8,973 and $86,999, respectively.

      The future minimum annual payments on noncancellable operating lease
      agreements for the next four fiscal years ending August 31 are as
      follows:

                         1997                 $375,000 
                         1998                  376,000 
                         1999                  371,000 
                         2000                  401,000 
                                            ---------- 
                                            $1,523,000 
                                            ========== 

      The above table does not include any amounts for potential minimum
      payments under the Nantucket leasehold interest described above,
      because such amounts, if any, are not presently determinable.

   15.  SUPPLY CONTRACTS

      The Company has entered into multiple-year crop purchase contracts,
      with seventeen independent cranberry growers pursuant to which the
      Company has contracted to purchase all of the cranberry crop produced
      on 805 planted acres owned by these growers.

   16.  401(k) RETIREMENT PLAN

      Effective January 1, 1996, the Company established a 401(k) savings
      plan that covers substantially all full-time employees.  The Company
      contributes amounts based on employee contributions under this plan. 
      The cost of the Company's contributions to this plan for fiscal 1996
      was $63,182.

   17.  SUBSEQUENT EVENT

      On September 27, 1996, the Company acquired the productive cranberry
      bog and certain of the associated assets of John E. McFarland & Sons,
      Inc. for $7,850,000.  The purchase price was for cash of $4,850,000
      and the issuance of 169,014 shares of Class A Common Stock.

   18.  SIGNIFICANT CUSTOMERS

      As discussed in Note 1, the Company had supply agreements to sell the
      majority of its product to two independent fruit juice and sauce
      processors.  After delivery of the 1995 crop, these agreements
      expired.

      In 1996, the Company had sales of approximately $4,700,000 or 12.5%
      of net sales to one customer.

                                   * * * * * *

   Item 9.   Changes in and Disagreements with Accountants on Accounting and
             Financial Disclosure.

        None.

                                    PART III


   Item 10.  Directors and Executive Officers of the Company.

        Pursuant to Instruction G, the information required by this item with
   respect to directors is hereby incorporated herein by reference to the
   information pertaining thereto set forth under the caption entitled
   "Election of Directors" in the definitive proxy statement for its 1997
   annual meeting of shareholders filed with the Commission pursuant to
   Regulation 14A on November 27, 1996 ("Proxy Statement"). The information
   required by Item 405 of Regulation S-K is hereby incorporated by reference
   to the information set forth under the caption entitled "Other Matters-
   Section 16(a) Beneficial Ownership Reporting Compliance" in the Proxy
   Statement.  The required information with respect to executive officers
   appears at the end of Part I of this Form 10-K.

   Item 11.  Executive Compensation.

        Pursuant to Instruction G, the information required by this item is
   hereby incorporated herein by reference to the information pertaining
   thereto set forth under the caption entitled "Executive Compensation" in
   the Proxy Statement.

   Item 12.  Security Ownership of Certain Beneficial Owners and Management.

        Pursuant to Instruction G, the information required by this item is
   hereby incorporated herein by reference to the information pertaining
   thereto set forth under the caption entitled "Stock Ownership of
   Management and Others" in the Proxy Statement.

   Item 13.  Certain Relationships and Related Transactions.

        Pursuant to Instruction G, the information required by this item is
   hereby incorporated herein by reference to the information pertaining
   thereto set forth under the captions entitled "Election of Directors-
   Business Experience" and "Certain Transaction" in the Proxy Statement.

                                     PART IV


   Item 14.  Exhibits, Financial Statement Schedules and Reports on Form 8-K.

   1.   Financial Statement Schedules.

        (a)  All schedules are omitted because they are inapplicable, not
             required under the instructions or the financial information is
             included in the consolidated financial statements or notes
             thereto.

   2.   Exhibits and Reports on Form 8-K.

        (a)  The exhibits filed herewith or incorporated by reference herein
             are set forth on the attached Exhibit Index.*

        (b)  The Company did not file a Form 8-K with the Securities and
             Exchange Commission during the fourth quarter of fiscal 1996.


             

   *  Exhibits to this Form 10-K will be furnished to shareholders upon
      advance payment of a fee of $0.20 per page, plus mailing expenses. 
      Requests for copies should be addressed to John A. Pazurek, Vice
      President-Finance, 800 First Avenue South, P.O. Box 8020, Wisconsin
      Rapids, Wisconsin 54495-8020.




        Pursuant to the requirements of Section 13 or 15(d) of the Securities
   Exchange Act of 1934, as amended, the Company has duly caused this report
   to be signed on its behalf by the undersigned, thereunto duly authorized.


                                 NORTHLAND CRANBERRIES, INC.




   Date:  November 27, 1996      By: /s/ John Swendrowski              
                                     John Swendrowski
                                     President and Chief Executive Officer


        Pursuant to the requirements of the Securities Exchange Act of 1934,
   as amended, this report has been signed on November 27, 1996 below by the
   following persons on behalf of the Company and in the capacities and on
   the dates indicated.


   By: /s/ John Swendrowski                By: /s/ Jerold D. Kaminski   
       John Swendrowski                        Jerold D. Kaminski
       Chief Executive Officer and Director    Director



   By: /s/ John A. Pazurek                 By: /s/ John C. Seramur        
       John Pazurek                            John C. Seramur
       Vice President-Finance, Treasurer,      Director
       Chief Accounting Officer and Chief
       Financial Officer



   By: /s/ Jeffrey J. Jones                By: /s/ LeRoy J. Miles  
       Jeffrey J. Jones                        LeRoy J. Miles
       Director                                Director


   By: /s/ Patrick F. Brennan              By: /s/ Robert E. Hawk  
       Patrick F. Brennan                      Robert E. Hawk
       Director                                Executive Vice President and
                                               Director


                                  EXHIBIT INDEX


    EXHIBIT NO.    DESCRIPTION

     3.1           Articles of Amendment of Articles of
                   Incorporation, dated as of August 18, 1995.

     3.2           Articles of Incorporation, as amended, dated as
                   of August 18, 1995.

     3.3           Form of Articles of Amendment of Articles of
                   Incorporation, as amended, to be filed with
                   the Wisconsin Department of Financial
                   Institutions, assuming shareholder approval
                   of a proposed amendment to increase the
                   authorized number of shares of both classes
                   of the Company's common stock, subject to
                   consideration by shareholders at the 1997
                   annual meeting of shareholders scheduled to
                   be held on January 8, 1997.  

     3.4           Articles of Incorporation, as amended,
                   assuming shareholder approval of a proposed
                   amendment to increase the authorized number
                   of shares of both classes of the Company's
                   common stock, subject to consideration by
                   shareholders at the 1997 annual meeting of
                   shareholders scheduled to be held on January
                   8, 1997.  

     3.5           By-Laws of the Company, as amended and
                   restated.  [Incorporated by reference to
                   Exhibit 3.2 to the Company's Form 10-K for
                   the fiscal year ended March 31, 1994.]

     4.3           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.]

     4.4           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.]

     4.5           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.]

     4.6           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 4.5 to the Company's Form 10-K for
                   the fiscal year ended March 31, 1995.]

     4.7           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.]

     4.8           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.]

     4.9           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.]

     4.10          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.]

     4.11          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.]

     4.12          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.]

     4.13          Third Amendment to Credit Agreement, dated
                   November 4, 1996, between the Company and
                   Harris Trust & Savings Bank.

     4.14          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.]

     4.15          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.]

     4.16          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.]

     4.17          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.]

     4.18          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.]

     4.19          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.]

     4.20          First Supplement to Security Agreement,
                   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.]

     4.21          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.]

     4.22          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.]

     4.23          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.]

     4.24          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.]

     4.25          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.]

     4.26          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.]

     9.1           Voting Trust Agreement, dated as of June 19,
                   1987 among John Swendrowski, LeRoy J. Miles,
                   Lawrence R. 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.]

    *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          Form of Modification Agreement, dated as of
                   April 16, 1996, between the Company and each
                   of John A. Pazurek, John B. Stauner, John
                   Swendrowski, William J. Haddow and Robert E.
                   Hawk, modifying Stock Option Agreements
                   previously entered into between the parties.

    *10.4          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).]

    *10.5          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).]

    *10.6          1995 Stock Option Plan, as amended.

    *10.7          Form of Stock Option Agreements under the
                   1995 Stock Option Plan, as amended.

     10.8          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.]

     10.9          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.]

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

    *10.11         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.]

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

     10.14         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.]

     18            Letter from Deloitte & Touche LLP, dated
                   November 26, 1996, regarding change in
                   accounting principles.

     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.

     27            Financial Data Schedule.

     99            Definitive Proxy Statement for the Company's
                   1997 annual meeting of shareholders
                   scheduled to he held on January 8, 1997
                   (previously filed with the Commission under
                   Regulation 14A on November 27, 1996 and
                   incorporated by reference herein to extent
                   indicated in this Form 10-K).


   *  This exhibit is a management contract or compensatory plan or
   arrangement required to be filed as an exhibit to this Form 10-K pursuant
   to Item 14(c) of Form 10-K.



   Exhibit 3.1

                              ARTICLES OF AMENDMENT
                                       OF
                            ARTICLES OF INCORPORATION
                                       OF
                           NORTHLAND CRANBERRIES, INC.

                                 August 18, 1995


             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.



                                 /s/ John A. Pazurek
                                 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

                            ARTICLES OF INCORPORATION

                                       OF

                           NORTHLAND CRANBERRIES, INC.

                                 August 18, 1995

                                    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 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.

             Any and all such shares of Class A Common Stock and Class B
   Common Stock (collectively, "Common Stock"), and all 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 the 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 designations 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
        and 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 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 ratably 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 share 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 splitups 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 adjustment in respect of dividends shall be made
   upon the conversion of any shares 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 B 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.

                                    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.



   Exhibit 3.3

                                     FORM OF
                              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
        Sixty-Nine Million (69,000,000) shares, consisting of:  (i) 
        Sixty Million (60,000,000) shares of a class designated as
        "Class A Common Stock," with a par value of one cent ($.01) per
        share; (ii)  Four Million (4,000,000) shares of a class
        designated as "Class B Common Stock," with a par value of one
        cent ($.01) per shares; 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
   January 8, 1997 in accordance with Section 180.1003 of the Wisconsin
   Business Corporation Law.

             Executed on behalf of the corporation this 8th day of January,
   1997.


                                                                    
                                 John A. Pazurek
                                 Vice President - Finance and Treasurer


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



   Exhibit 3.4

                            ARTICLES OF INCORPORATION

                                       OF

                           NORTHLAND CRANBERRIES, INC.

                                 January 8, 1997

                                    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 Sixty-Nine Million
   (69,000,000) shares, consisting of:  (i) Sixty Million (60,000,000) shares
   of a class designated as "Class A Common Stock," with a par value of one
   cent ($.01) per share; (ii) Four Million (4,000,000) shares of a class
   designated as "Class B Common Stock," with a par value of one cent ($.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 such shares of Class A Common Stock and Class B
   Common Stock (collectively, "Common Stock"), and all 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 the 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 designations 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
        and 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 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 ratably 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 share 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 splitups 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 adjustment in respect of dividends shall be made
   upon the conversion of any shares 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 B 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.

                                    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.



                           Northland Cranberries, Inc.
                       Third Amendment to Credit Agreement


   Harris Trust and Savings Bank
   111 West Monroe Street
   Chicago, Illinois  60690
   Ladies and Gentlemen:

        Reference is hereby made to that certain Credit Agreement dated as of
   August 31, 1994, as heretofore amended (the "Credit Agreement"), between
   Northland Cranberries, Inc., a Wisconsin corporation (the "Company"), and
   you (the "Bank").  All capitalized terms used herein without definition
   shall have the same meanings herein as such terms have in the Credit
   Agreement.

        The Company has requested that the Bank increase the amount of the
   Revolving Credit and make certain other amendments to the Credit
   Agreement, and the Bank is willing to do so under the terms and conditions
   set forth in this Amendment.

   1.   Amendments.

        Upon the satisfaction of the conditions precedent set forth in
   Section 2 of this Amendment, the Credit Agreement shall be and hereby is
   amended as follows: 

        (a)  Section 1.1(a) of the Credit Agreement shall be amended by
   striking the amount "$21,000,000" appearing therein and substituting
   therefor the amount "$45,000,000".

        (b)  The last sentence of Section 1.2(b) of the Credit Agreement
   shall be amended in its entirety to read as follows:

        "The Term Credit Note Two shall be expressed to mature in eight
        (8) semi-annual installments of principal, commencing on
        November 30, 1996 and continuing on the last day of each May and
        November occurring thereafter to and including May 31, 2000,
        with the first seven (7) installments to be in the amount of
        $286,000 and with the final installment to be in the amount of
        $1,998,000."

        (c)  Section 1.3(a) of the Credit Agreement shall be amended in its
   entirety to read as follows:

             "Section 1.3.  The Acquisition Credit.  (a) Subject to all
        of the terms and conditions hereof, the Bank agrees to extend an
        Acquisition Credit to the Company which may be availed of by the
        Company in its discretion from time to time, be repaid and used
        again, during the period from the date hereof to and including
        the Acquisition Credit Termination Date.  The Acquisition Credit
        may be utilized by the Company in the form of loans
        (individually an "Acquisition Loan" and collectively the
        "Acquisition Loans"), provided that the aggregate amount of the
        Acquisition Loans outstanding at any one time shall not exceed
        $10,000,000 (the "Acquisition Credit Commitment"). 
        Notwithstanding any provision of this Agreement to the contrary,
        each Acquisition Loan shall mature on the earlier of the date
        that is one year after the date such Acquisition Loan is made or
        September 1, 1999."

        (d)  Section 3.1(b) of the Credit Agreement shall be amended by
   striking the phrase "1/4 of 1% per annum" appearing therein and
   substituting therefor the phrase "1/8 of 1% per annum".

        (e)  Section 4 of the Credit Agreement shall be amended and restated
   in its entirety to read as follows:

        "Section 4.  The Collateral.

             The Revolving Credit Note, the Term Notes, the Acquisition
        Credit Note and the other obligations of the Company hereunder
        relating thereto shall be secured by (i) a valid and perfected
        first priority liens on certain crops of the Company pursuant to
        the terms of the Security Agreement Re: Crops, (ii) valid and
        perfected first priority liens on the fixtures and real property
        of the Company located in Juneau County, Wisconsin, consisting
        of approximately 1,236.8 acres acquired by the Company from the
        Yellow River Cranberry Company (the "Yellow River Marsh"), (iii)
        valid and perfected first priority liens on the fixtures and
        real property of the Company located in Price County, Wisconsin,
        consisting of approximately 2,460 acres (the "Fifield Marsh"),
        (iv) certain machinery and equipment of the Company located in
        Wisconsin Rapids, Wisconsin pursuant to the terms of the
        Security Agreement Re: Equipment, (v) valid and perfected first
        priority liens on the fixtures and real property of the Company
        located in Hanson, Massachusetts, consisting of approximately
        1,904 acres acquired by the Company from United Cape Cod Limited
        Partnership (the "Hanson Marsh"), (vi) valid and perfected first
        priority liens on the fixtures and real property of the Company
        located in Wood County, Wisconsin consisting of approximately
        106 acres acquired from Lloyd A. Wolfe and Jeanne M. Wolfe (the
        "Wolfe Marsh"), (vii) valid and perfected first priority liens
        on the fixtures and real property of the Company located in the
        Town of Armenia, Juneau County, Wisconsin, consisting of
        approximately 469 acres acquired from the Yellow River Cranberry
        Company (the "F Marsh") and (viii) valid and perfected first
        priority liens on the fixtures and real properties of the
        Gordon, Nekoosa and a portion of the Biron divisions of the
        Company located in Wood and Douglas Counties, Wisconsin.

             The Company agrees that it will from time to time at the
        request of the Bank execute and deliver such documents and do
        such acts and things as the Bank may reasonably request in order
        to provide for or perfect such liens. 

             Notwithstanding anything herein to the contrary, (i) if the
        Company reduces that amount of the Revolving Credit Commitment
        to $25,000,000 pursuant to the terms of Section 3.5 hereof and
        no Default or Event of Default then exists, the Bank shall
        execute and deliver to the Company such releases and
        satisfactions of mortgage as shall be necessary so that the
        Yellow River Marsh and the Fifield Marsh are no longer subject
        to any lien in favor of the Bank, (ii) if, after November 4,
        1996, the Company either incurs long-term indebtedness or sells
        equity securities issued by it, in each case, the net proceeds
        of which are used to satisfy all indebtedness evidenced by Term
        Note Three or if the Company satisfies such indebtedness out of
        cash flow, the Bank shall execute and deliver to the Company
        such releases and satisfactions of mortgage as shall be
        necessary so that the Hanson Marsh, the Wolfe Marsh and the F
        Marsh are no longer subject to any lien in favor of the Bank and
        (iii) if, after November 4, 1996, the Company (a) either incurs
        long-term indebtedness or sells equity securities issued by it,
        in each case, the net proceeds of which are used to satisfy all
        indebtedness evidenced by the Acquisition Credit Note or if the
        Company satisfies such indebtedness out of cash flow, and (b)
        terminates the Acquisition Credit Commitment in whole, the Bank
        shall execute and deliver to the Company such releases and
        satisfactions of mortgage as shall be necessary so that the real
        properties of the Gordon, Nekoosa and a portion of the Biron
        divisions of the Company located in Wood and Douglas Counties,
        Wisconsin are no longer subject to any lien in favor of the
        Bank.  For purposes of the foregoing sentence, the phrase
        "long-term indebtedness" shall mean indebtedness which matures
        no earlier than five years after the date such indebtedness is
        incurred and the phrase "net proceeds", when used in conjunction
        with the issuance and sale of equity securities, shall mean
        gross proceeds less reasonable costs directly incurred and
        payable as a result thereof."

        (f)  Section 7.4 of the Credit Agreement shall be amended by (i)
   deleting the period appearing after subsection (e) thereof and
   substituting therefor a semicolon and (ii) adding the following new
   subsections (f) and (g) immediately after subsection (e) as so amended:

             "(f)  as soon as available, and in any event within 30 days
        after the close of each month, a copy of the consolidated
        balance sheet of the Company and its Subsidiaries as of the last
        day of such period and the consolidated statement of income for
        the Company and its Subsidiaries for the month and the fiscal
        year-to-date period then ended, each in reasonable detail,
        prepared by the Company in accordance with generally accepted
        accounting principles consistently applied and certified to by
        its Vice President-Finance; and

             (g)  as soon as available, and in any event within 30 days
        prior to the end of each fiscal year of the Company, a copy of
        the Company's consolidated business plan and operating
        projections for the following fiscal year, such plan to be in
        reasonable detail prepared by the Company and in form reasonably
        satisfactory to the Bank."

        (g)  Section 7.8 of the Credit Agreement shall be amended and
   restated in its entirety to read as follows:

        "Section 7.8.  Shareholders' Equity.  The Company will at all
        times during the periods indicated below maintain Shareholders'
        Equity in an amount not less than:

                                                         Shareholder's Equity
   from and including           to and including        will not be less than

   8/31/96                           5/31/97                      $60,000,000
   6/01/97                           5/31/98                      $65,000,000
   6/01/98                    all times thereafter                $70,000,000

        (h)  Section 7.9 of the Credit Agreement shall be amended and
   restated in its entirety to read as follows:

        "Section 7.9.  Fixed Charge Coverage Ratio.  The Company will
        not, as of the last day of each fiscal quarter commencing with
        the fiscal quarter ending August 31, 1997, permit the ratio of: 
        (a) the sum of Net Income plus the increase in Deferred Taxes
        shown on the Company's audited balance sheet, if any, plus
        Depreciation and Amortization expense, plus total Interest
        Expense (in each case, for the four fiscal quarters then ended),
        to (b) total Interest Expense (for the same four fiscal quarters
        then ended) plus the scheduled payments of principal on long
        term debt that will be payable in such period of four fiscal
        quarters (not including the principal amount of the Loans
        outstanding under this Agreement), to be less than 1.25 to 1 on
        the last day of each fiscal quarter."

        (i)  Section 7.10 of the Credit Agreement shall be amended and
   restated in its entirety to read as follows:

        "Section 7.10.  Funded Debt to Shareholders' Equity Ratio;.  The
        Company will not permit the ratio of its Funded Debt to
        Shareholders' Equity to exceed 2.0 to 1 at any time."

        (j)  Section 7.11 of the Credit Agreement shall be amended and
   restated in its entirety to read as follows:

        "Section 7.11.  Net Income;.  The Company and its Subsidiaries
        will not have a net loss of more than $2,000,000 for each of the
        first three fiscal quarters of the Company's 1997 fiscal year
        and will not have a net loss of more than $1,500,000 for any
        fiscal quarter ending thereafter."

        (k)  Section 7.13(f) of the Credit Agreement shall be amended and
   restated in its entirety to read as follows:

        "(f) indebtedness incurred to refinance Term Loan Three and/or
        the Acquisitions Loans made hereunder; and"

        (l)  Section 7.16 of the Credit Agreement shall be amended and
   restated in its entirety to read as follows:

        "Section 7.16.  Distributions.  The Company will not, directly
        or indirectly, (a) declare, make or incur any liability to pay
        any dividend on or make any other distribution in respect of any
        class or series of its capital stock (other than dividends
        payable solely in its capital stock) or (b) purchase, repurchase
        or otherwise acquire or retire any of its capital stock;
        provided, however, that so long as no Default or Event of
        Default shall have occurred and be continuing the Company may
        (i) repurchase its capital stock provided the aggregate amount
        expended for such repurchases does not exceed $2,000,000, (ii)
        pay dividends in an amount not to exceed $0.07 per share during
        each of the first three fiscal quarters of the Company's 1996
        fiscal year, and (iii) pay dividends in an amount not to exceed
        $0.08 per share during the fourth fiscal quarter of the
        Company's 1996 fiscal year and (iv) during each fiscal year of
        the Company after the 1996 fiscal year, pay dividends in an
        amount not to exceed 50% of the Company's Net Income for the
        fiscal year immediately preceding the fiscal year in which such
        dividend is to be paid."

        (m)  Section 7.21 of the Credit Agreement shall amended and restated
   in its entirety to read as follows:

        "Section 7.21.  Intentionally Omitted."

        (n)  The definition of the terms "Acquisition Credit Termination
   Date" and "Termination Date" appearing in Section 9 of the Credit
   Agreement shall each be amended in their entirety to read, respectively,
   as follows:

        ""Acquisition Credit Termination Date" shall mean September 1,
        1999, any later date to which such date may be extended from
        time to time pursuant to Section 1.3(b) hereof, or such earlier
        date on which the Acquisition Credit Commitment is terminated in
        whole pursuant to Sections 3.5, 8.2 or 8.3 hereof.

        "Revolving Credit Termination Date" shall mean September 1,
        1999, any later date to which such date may be extended from
        time to time pursuant to Section 1.1(b) hereof, or such earlier
        date on which the Revolving Credit Commitment is terminated in
        whole pursuant to Sections 3.5, 8.2 or 8.3 hereof."

        (o)  The definition of the term "Applicable LIBOR Rate Margin"
   appearing in Section 9 of the Credit Agreement shall be amended in its
   entirety to read as follows:

        ""Applicable LIBOR Rate Margin" shall mean (a) with respect to
        the Revolving Credit Loans and the Revolving Credit Note, 1.25%
        per annum on the first $25,000,000 of principal amount
        outstanding under the Revolving Credit and 2.00% on any
        principal amount in excess of $25,000,000 outstanding under the
        Revolving Credit, (b) with respect to the Acquisition Loans,
        Term Loan One, Term Loan Two, the Acquisition Credit Note, Term
        Credit Note One and Term Credit Note Two, 2% per annum, and (c)
        with respect to Term Loan Three and Term Credit Note Three, 2.5%
        per annum."

        (p)  Exhibit A-1 to the Credit Agreement and the Revolving Credit
   Note shall each be amended by (i) replacing the amount "$21,000,000"
   appearing in the upper left corner thereof with the amount "$45,000,000"
   and (ii) replacing the phrase "Twenty-One Million Dollars ($21,000,000)"
   appearing in the first paragraph thereof with the phrase "Forty-Five
   Million Dollars ($45,000,000)".

        (q)  The first paragraph of Exhibit B-2 to the Credit Agreement and
   of the Term Credit Note Two shall each be amended in their entirety to
   read as follows:

        "For value received, the undersigned, Northland Cranberries,
        Inc., a Wisconsin corporation (the "Company"), promises to pay
        to the order of Harris Trust and Savings Bank (the "Bank"), at
        the principal office of Harris Trust and Savings Bank in
        Chicago, Illinois, the principal sum of Four Million Dollars
        ($4,000,000), in eight (8) consecutive semi-annual installments,
        commencing on November 30, 1996 and continuing on the last day
        of each November and May occurring thereafter to and including
        May 31, 2000, with the first seven (7) such installments to each
        be in the amount of $286,000 and the final such installment to
        be in the amount of $1,998,000."

        (r)  The Bank shall type the following legend on Revolving Credit
   Note:

        "This Note has been amended by a Third Amendment to Credit
        Agreement dated as of November 4, 1996 between the Company and
        the Bank, including a change in the principal amount hereof, to
        which Amendment reference is hereby made for a statement of the
        terms thereof."

        (s)  The Bank shall type the following legend on Term Credit Note
   Two:

        "This Note has been amended by a Third Amendment to Credit
        Agreement dated as of November 4, 1996 between the Company and
        the Bank, including a change in the amortization hereof, to
        which Amendment reference is hereby made for a statement of the
        terms thereof."

   2.   CONDITIONS PRECEDENT.

        The effectiveness of this Amendment is subject to the satisfaction of
   all of the following conditions precedent:

        (a)  The Company and the Bank shall have executed and delivered this
   Amendment.

        (b)  The Bank shall have received the following (each to be properly
   executed and completed) and the same shall have been approved as to form
   and substance by the Bank:

             (i)  supplements to the existing Collateral Documents to confirm
        and assure that the same secure the various obligations of the
        Company under the Credit Agreement as amended hereby; 

             (ii) endorsements (or binding commitments therefor) to each
        existing policy of title insurance insuring the liens of those
        existing Collateral Documents creating liens on real property to
        confirm that such policy insures that such Collateral Documents, as
        supplemented and contemplated by this Amendment, secure the various
        obligations of the Company under the Credit Agreement as amended
        hereby 

             (iii)     a Mortgage and Security Agreement with Assignment of
        Rents from the Company covering the Fifield Marsh and a Mortgage and
        Security Agreement with Assignment of Rents from the Company covering
        the F Marsh (the "New Wisconsin Mortgages");

             (iv) such financing statements relating to the New Wisconsin
        Mortgages as the Bank may require;

             (v)  a mortgagee's policy of title insurance (or a binding
        commitment therefor) in the amount of $12,000,000, with a waiver of
        coinsurance insuring the liens of the New Wisconsin Mortgages to be a
        valid first liens subject to no defects or objections which are
        unacceptable to the Bank, together with such direct access
        reinsurance agreements and endorsements (including without limitation
        a revolving credit endorsement and doing business, usury and zoning
        endorsements) as the Bank may require;

             (vi) copies (executed or certified, as may be appropriate) of
        all legal documents or proceedings taken in connection with the
        execution and delivery of this Amendment and the other instruments
        and documents contemplated hereby to the extent the Bank or its
        counsel may reasonably request.

        (c)  The Bank shall have received from the Company a non-refundable
   closing fee in an amount agreed to by the Bank and the Company.

        (d)  Legal matters incident to the execution and delivery of this
   Amendment and the other instruments and documents contemplated hereby
   shall be satisfactory to the Bank and its counsel; and the Bank shall have
   received the favorable written opinion of counsel for the Company in form
   and substance satisfactory to the Bank and its counsel.

        In the event that all of the foregoing conditions are satisfied
   except for condition (b)(ii) with respect to the Hanson Marsh, then in
   that event, this Amendment shall become effective but the Company shall,
   not later than November 30, 1996, provide to the Bank the endorsement
   which will satisfy such condition.

   3.   REPRESENTATIONS.

        In order to induce the Bank to execute and deliver this Amendment,
   the Company hereby represents to the Bank that as of the date hereof, the
   representations and warranties set forth in Section 5 of the Credit
   Agreement are and shall be and remain true and correct in all material
   respects (except that the representations contained in Section 5.3 shall
   be deemed to refer to the most recent financial statements of the Company
   delivered to the Bank) and no Default or Event of Default has occurred and
   is continuing under the Credit Agreement or shall result after giving
   effect to this Amendment.

   4.   MISCELLANEOUS.

        (a)  Except as specifically amended herein, the Credit Agreement
   shall continue in full force and effect in accordance with its original
   terms.  Reference to this specific Amendment need not be made in the
   Credit Agreement, the Notes, or any other instrument or document executed
   in connection therewith, or in any certificate, letter or communication
   issued or made pursuant to or with respect to the Credit Agreement, any
   reference in any of such items to the Credit Agreement being sufficient to
   refer to the Credit Agreement as amended hereby.

        (b)  The Company agrees to pay on demand all costs and expenses of or
   incurred by the Bank in connection with the negotiation, preparation,
   execution and delivery of this Amendment, including the fees and expenses
   of counsel for the Bank.

        (c)  This Amendment may be executed in any number of counterparts,
   and by the different parties on different counterpart signature pages, all
   of which taken together shall constitute one and the same agreement.  Any
   of the parties hereto may execute this Amendment by signing any such
   counterpart and each of such counterparts shall for all purposes be deemed
   to be an original.  This Amendment shall be governed by the internal laws
   of the State of Illinois.

   Dated as of this 4th day of November, 1996.

                                                Northland Cranberries, Inc.



                                                By /s/ John Swendrowski
                                                   Its    President

        Accepted and agreed to in Chicago, Illinois as of the date and year
   last above written.

                                                Harris Trust and Savings Bank



                                                By /s/

                                                   Its Vice President



        Consented and agreed to as of the date and year last above written.

                                                Mercantile bank of St. Louis,
                                                National Association



                                                By /s/

                                                   Its


                                                Norwest Bank Minnesota,
                                                National Association



                                                By /s/

                                                   Its  Vice President



   Exhibit 10.3


                             MODIFICATION AGREEMENT

             THIS AGREEMENT, made and entered into this _____ day of
   ____________________________, 1996, by and between Northland Cranberries,
   Inc. (Company) and _________________________ (Optionee);

                                 R E C I T A L S

             A.   On _______________________, 1996
   ______________________________ was granted a stock option under the
   Company's 1987 Stock Option Plan to purchase _________________________
   shares of the Company's Class A Common Stock at an exercise price of $
   ___________ per share, together with a tax offset bonus calculated for the
   number of shares subject to said option granted (the "Option"), and
   otherwise under the terms and conditions set forth in that certain Stock
   Option Agreement (the "Option Agreement").  A copy of the Option Agreement
   is attached hereto and incorporated herein by reference marked as Exhibit
   A.

             B.   The Company desired to terminate the tax offset bonus
   effective as of the beginning of its current fiscal year and to establish
   its obligation for such bonus at a fixed and determinable amount. 
   Optionee was willing to agree to cap the maximum amount of the tax offset
   bonus at the amount payable upon an exercise of the option in
   consideration of the amount of such tax offset bonus begin fixed at such
   amount, and other good and valuable consideration.

             C.   The closing price for the Class A Common Stock on
   ____________________, ___________________, 1995, was $ __________ per
   share and the Company and Optionee have agreed to use that price to fix
   the amount of the tax offset bonus payable to Optionee upon exercise of
   the options granted pursuant to the Agreement.

             The parties have agreed to modify that Option Agreement in the
   following manner.

             NOW, THEREFORE, in consideration of the above and other valuable
   consideration and of the covenants and agreements herein set forth,
   receipt and adequacy of which is hereby acknowledged, the parties agree as
   follows:

             1.   Amendment of the first paragraph of Section 8.  The first
   paragraph of Section 8 of the Option Agreement shall be amended in its
   entirety to read as follows:

                  8.  Upon exercise of an option with respect
                  to which a tax offset bonus has been
                  granted, the Optionee shall be entitled to
                  receive from the Company an amount in cash
                  determined by multiplying the Bonus Factor
                  (as hereinafter defined) by the excess of
                  (i) an amount determined by multiplying $
                  _______ times the number of shares of Common
                  Stock for which the Option is exercised over
                  (ii) the option price for such shares.

             2.   Amendment of Section 9.  Section 9 of the Option Agreement
   shall be amended in its entirety to read as follows:

                  9.  The tax offset bonus shall be payable to
                  the Optionee within 15 days following
                  exercise of an Option with respect to which
                  such bonus relates.

             3.   Definitions.  Any and all initially capitalized terms used
   herein shall have the meanings ascribed to them in the Option Agreement
   unless specifically defined herein.

             4.   No Other Amendment.  All other terms and conditions of the
   Option Agreement shall remain with full force and effect except as
   modified herein.

             5.   Binding Effect.  This Modification Agreement shall be
   binding on the heirs, personal representatives and successors of the
   parties hereto.


   OPTIONEE                      NORTHLAND CRANBERRIES, INC.


   _______________________       ___________________________________
                                 Title: ____________________________


   <PAGE>
                           NORTHLAND CRANBERRIES, INC.

                       NONSTATUTORY STOCK OPTION AGREEMENT

             THIS AGREEMENT, made and entered into as of this lst day of
   January, 1989 (the "Grant Date"), by and between NORTHLAND CRANBERRIES,
   INC., a Wisconsin corporation (the "Company"), and John Pazurek (the
   "Optionee").

                              W I T N E S S E T H:

             WHEREAS, the Company has adopted the Northland Cranberries, Inc.
   1987 Stock Option Plan, as amended, (the "Plan"), the terms of which, to
   the extent not stated herein, are specifically incorporated by reference
   in this Agreement, and

             WHEREAS, the purpose of the Plan is to permit options to
   purchase shares of the Company's Class A Common Stock, $.01 par value
   ("Common Stock"), to be granted to certain key employees of the Company,
   and

             WHEREAS, the Optionee is now employed by the Company in a key
   capacity, and the Company desires him to remain in such employ, and to
   secure or increase his stock ownership in the Company in order to increase
   his incentive and personal interest in the welfare of the Company:

             NOW, THEREFORE, in consideration of the premises and of the
   covenants and agreements herein set forth, the parties hereby mutually
   covenant and agree as follows:

             1.   Subject to the terms and conditions set forth herein, the
   Company grants to the Optionee the option to purchase from the company all
   or any part of the aggregate amount of ___________________ shares of
   Common Stock of the Company (hereinafter referred to as the "Optioned
   Shares"; the option to purchase the Optioned Shares is referred to as the
   "Option").

             2.   The price to be paid for the Optioned Shares shall be $
   ________ per share, which has been determined by the Board of Directors of
   the Company (the "Board") to be not less than 100% of the fair market
   value of a share of Common Stock on the Grant Date.

             3.   The Option may be exercised by the Optionee while in the
   employ of the Company, in whole, or in part from time to time, during the
   period beginning on the Grant Date and ending January 1, 1999, but only in
   accordance with the following schedule:


           Elapsed Number of            Cumulative Percentage of
              Years After               Shares Subject to Option
              Grant Date                 Which May be Purchased 
                    

              Less Than One Year                   0%
              One Year                            20%
              Two Years                           40%
              Three Years                         60%
              Four Years                          80%
              Five Years                          100%

             4.   The Option may be exercised only by written notice to the
   Company by the Optionee of the Optionee's intent to exercise the Option,
   delivered to the Secretary of the Company at its office at Wisconsin
   Rapids, Wisconsin, specifying the number of Optioned Shares in respect to
   which the Option is being exercised, accompanied by payment for such
   shares: (a) in cash or its equivalent; (b) by delivering previously
   acquired shares of Common Stock valued at their fair market value at the
   time of exercise as determined by the Board consistent with the method of
   valuation set forth in Section 5 of the Plan; or (c) by any combination of
   (a) and (b).  For purposes of (b) and (c) above, the term "previously
   acquired shares of Common Stock" shall only include Common Stock owned by
   the Optionee prior to the exercise of the Option and shall not include
   shares of Common Stock which are being acquired pursuant to the exercise
   of said Option.  Upon payment of the purchase price, the Optioned Shares
   acquired pursuant to the exercise of the Option shall be fully paid and
   nonassessable by the Company, except as provided in Section 180.40(6) of
   the Wisconsin Statutes.

             5.   The Option shall not be transferable by the Optionee
   otherwise than by will or the laws of descent and distributions, and may
   be exercised during the life of the Optionee only by the Optionee.

             6.   (a)  In the event that the Optionee's employment with the
   Company is terminated for any reason, other than termination of the
   Optionee's employment by the Company "for cause", the Option, to the
   extent not theretofore exercised but then permitted under the percentage
   limitations of Paragraph 3 hereof, may be exercised by the Optionee or by
   his legal representative at any time within thirty (30) days after the
   date such termination of employment, but in no event later than ten years
   after the Grant Date.

             (b)  In the event the Optionee's employment is terminated by the
   Company "for cause", the Option, to the extent not theretofore exercised,
   shall terminate immediately and shall not be exercisable following such
   termination of employment.

             For purposes of this Paragraph 6, termination by the Company
   "for cause" shall mean any termination of the Optionee by reason of any
   action or omission on the part of the Optionee which is contrary to the
   interests of the Company or not in the interests of the Company.

             7.   Subject to the terms and conditions of the Plan and this
   Agreement, the Company grants to the Optionee a tax offset bonus with
   respect to 2,000 of the Optioned Shares.

             8.   Upon exercise of an Option with respect to which a tax
   offset bonus has been granted, the Optionee shall be entitled to receive
   from the Company an amount in cash determined by multiplying the excess of
   the fair market value of the shares of Common Stock for which the Option
   is exercised over the option price of such shares by the Bonus Factor, as
   hereinafter defined.  The fair market value of such shares of Common Stock
   shall be determined in the same manner as the fair market value of Common
   Stock on the date of grant of an option is determined pursuant to Section
   5 of the Plan and shall be determined as of the date of exercise;
   provided, however, that if the Optionee is an officer, director or more
   than 10% shareholder of the Company, such fair market value shall be
   determined as of the date which is six months after the date of such
   exercise.  The day on which the Optionee exercises the Option pursuant to
   Paragraph 4 shall be considered the date on which such Option was
   exercised.

             The "Bonus Factor" shall be the fraction calculated by dividing
   the Applicable Tax Rate, as hereinafter described, by an amount equal to
   one minus the Applicable Tax Rate.  The Board shall determine the
   Applicable Tax Rate to be used in determining the amount, if any, of tax
   offset bonuses payable to the Optionee, taking into account such factors
   as it may deem necessary, including without limitation, the maximum income
   tax rates applicable to individuals and the salary rate and grade of the
   Optionee; provided, however, that the Applicable Tax Rate shall not exceed
   the maximum income tax rate imposed on corporations.

             9.   The tax offset bonus shall be payable to the Optionee
   within 15 days following exercise of an Option with respect to which such
   bonus relates; provided, however, that if the Optionee is an officer,
   director or 10% or more shareholder of the Company, such bonus shall be
   payable within 15 days following the date as of which the fair market
   value of the Common Stock purchased upon exercise of the Option is
   determined pursuant to Paragraph 8.

             10.  The Company may deduct and withhold from any cash otherwise
   payable to the Optionee upon exercise of any part or all of an Option such
   amount as may be required for the purpose of satisfying the Company's
   liability to withhold federal, state or local taxes incurred by reason of
   the exercise of the Option and payment of such cash.  Further, in the
   event the amount so withheld is insufficient for such purpose the Company
   may require as a condition precedent to the issuance or transfer of any
   shares of Stock upon exercise of the Option that the Optionee pay to the
   Company, upon its demand, or otherwise make arrangements satisfactory to
   the Company for payment of, such amount as may be requested by the Company
   to withhold any federal, state or local taxes.  If the amount so requested
   is not so paid or if such arrangements are not made, the Company may
   refuse to issue or transfer any shares upon exercise of the Option.

             11.  In the event of a capital adjustment resulting from a stock
   dividend (other than a stock dividend in lieu of an ordinary cash
   dividend), stock split, reorganization, recapitalization, merger,
   consolidation, combination or exchange of shares or the like, the Optioned
   Shares shall be adjusted in a manner consistent with such capital
   adjustment; provided, however, that no such adjustment shall require the
   Company to sell any fractional shares and the adjustment shall be limited
   accordingly.  The price of any shares under Option shall be adjusted so
   that there will be no change in the aggregate purchase price payable upon
   exercise of any such Option.  The determination of the Board as to any
   adjustment shall be final.

             12.  The Optioned Shares may not be sold or offered for sale
   except pursuant to an effective registration statement under the
   Securities Act of 1933 or in a transaction exempt from the registration
   provisions of said Act.

             13.  The Optionee shall not be deemed for any purposes to be a
   stockholder of the Company with respect to any of the Optioned Shares
   except to the extent that the Option shall have been exercised, the shares
   shall have been fully paid, and a stock certificate issued therefore.

             14.  The existence of the Option shall not affect in any way the
   right or power of the Company or its shareholders to make or authorize any
   or all adjustments, recapitalizations, reorganizations or other changes in
   the Company's capital structure or its business, or any merger or
   consolidation of the Company, or any issue of bonds, debentures, preferred
   or prior preference stock ahead of or affecting the Common Stock of the
   Company or the rights thereof, or dissolution or liquidation of the
   Company, or any sale or transfer of all or any part of its assets or
   business, or any other corporate act or proceeding, whether of a similar
   character or otherwise.

             15.  It is understood that nothing herein contained shall be
   deemed to confer upon the Optionee any right to continue in the employ of
   the Company, nor to interfere in any way with the right of the Company to
   terminate the employment of the Optionee at any time.

             16.  As a condition of the granting of the Option, the Optionee
   agrees, for himself and his personal representatives, that this Agreement
   shall be interpreted by the Committee and that any interpretation by the
   Committee of the terms of this Agreement any determination made by the
   Committee pursuant to this Agreement shall be final, binding and
   conclusive.

             IN WITNESS WHEREOF, the Company has cause this instrument to be
   executed by its duly authorized officers and its corporate seal hereunto
   affixed, and the Optionee has hereunto affixed his hand and seal as of the
   day and year first above written.

                                 NORTHLAND CRANBERRIES, INC.



                                 By:  ___________________________________
                                      John Swendrowski, President

                                 Attest: __________________________________


                                 __________________________________________
                                 Optionee



   Exhibit 10.6

                           NORTHLAND CRANBERRIES, INC.
                         AMENDED 1995 STOCK OPTION PLAN

                                October 17, 1996

   Section 1.     Purpose

             The purpose of Northland Cranberries, Inc. 1995 Stock Option
   Plan (the "Plan") is to promote the best interests of Northland
   Cranberries, Inc. (the "Company") and its shareholders by providing key
   employees of the Company and its Affiliates (as defined below) and
   directors of the Company who are not employees of the Company and its
   Affiliates with an opportunity to acquire or increase their proprietary
   interest in the Company.  It is intended that the Plan will promote
   continuity of management and increased incentive and personal interest in
   the welfare of the Company by those who are primarily responsible for
   shaping and carrying out the long-range plans of the Company and securing
   the Company's continued growth and financial success.  

   Section 2.     Definitions

             As used in the Plan, the following terms shall have the
   respective meanings set forth below:

             (a)  "Affiliate" shall mean any entity that, directly or through
   one or more intermediaries, is controlled by, controls, or is under common
   control with, the Company.

             (b)  "Code" shall mean the Internal Revenue Code of 1986, as
   amended from time to time.

             (c)  "Commission" shall mean the Securities and Exchange
   Commission.

             (d)  "Committee" shall mean the Compensation and Stock Option
   Committee of the Board of Directors of the Company (or any other committee
   thereof designated by such Board to administer the Plan); provided,
   however, that the Committee is composed of not less than two directors,
   each of whom is a "disinterested person" within the meaning of Rule 16b-3.

             (e)  "Directors Fees" shall mean the amount which a Non-Employee
   Director (defined below) is paid for serving as a director of the Company
   in the relevant year, including separate fees for serving on committees of
   the Board of Directors and separate fees for attendance at meetings of the
   Board of Directors or any committee of the Board of Directors, but shall
   not include any separate fees for any other services provided for the
   Company.

             (f)  "Exchange Act" shall mean the Securities Exchange Act of
   1934, as amended from time to time.

             (g)  "Fair Market Value" shall mean, with respect to any
   property (including, without limitation, any Shares or other securities),
   the fair market value of such property determined by such methods or
   procedures as shall be established from time to time by the Committee.

             (h)  "Incentive Stock Option" shall mean an option granted under
   Section 6(a) of the Plan that is intended to meet the requirements of
   Section 422 of the Code (or any successor provision thereto).

             (i)  "Key Employee" shall mean any officer or other key employee
   of the Company or of any Affiliate who is responsible for or contributes
   to the management, growth or profitability of the business of the Company
   or any Affiliate as determined by the Committee in its discretion.

             (j)  "Non-Qualified Stock Option" shall mean an option granted
   under Section 6(a) of the Plan that is not intended to be an Incentive
   Stock Option and shall mean any option granted to a Non-Employee Director
   under Section 6(b) of the Plan.

             (k)  "Non-Employee Director" shall mean any member of the Board
   of Directors of the Company who is not an employee of the Company and its
   Affiliates.

             (l)  "Option" shall mean an Incentive Stock Option or a Non-
   Qualified Stock Option.

             (m)  "Option Agreement" shall mean any written agreement,
   contract or other instrument or document evidencing any Option granted
   under the Plan.

             (n)  "Participating Key Employee" shall mean a Key Employee
   designated to be granted an Award under the Plan.

             (o)  "Person" shall mean any individual, corporation,
   partnership, association, joint-stock company, trust, unincorporated
   organization or government or political subdivision thereof.

             (p)  "Rule 16b-3" shall mean Rule 16b-3 as promulgated by the
   Commission under the Exchange Act, or any successor rule or regulation
   thereto.

             (q)  "Shares" shall mean shares of Class A common stock of the
   Company, $0.01 par value, and such other securities or property as may
   become subject to Options pursuant to an adjustment made under Section
   4(b) of the Plan.

   Section 3.     Administration

             The Plan shall be administered by the Committee; provided,
   however, that if at any time the Committee shall not be in existence, the
   functions of the Committee as specified in the Plan shall be exercised by
   those members of the Board of Directors of the Company who qualify as
   "disinterested persons" under Rule 16b-3.  Subject to the terms of the
   Plan and applicable laws and without limitation by reason of enumeration,
   the Committee shall have full discretionary power and authority to: 
   (i) designate Participating Key Employees; (ii) determine the type of
   Options to be granted to each Participating Key Employee under the Plan;
   (iii) determine the number of Shares to be subject to each Option granted
   to Participating Key Employees; (iv) determine the terms and conditions of
   any Option granted to a Participating Key Employee; (v) determine whether,
   to what extent and under what circumstances Options granted to
   Participating Key Employees may be exercised in cash, Shares, other
   securities or other property, and the method or methods by which Options
   may be exercised, canceled, forfeited or suspended; (vi) determine
   whether, to what extent and under what circumstances Shares with respect
   to Options granted to Participating Key Employees under the Plan shall be
   deferred either automatically or at the election of the holder thereof or
   of the Committee; (vii) interpret and administer the Plan and any
   instrument or agreement relating to, or Option made under, the Plan
   (including, without limitation, any Option Agreement); (viii) establish,
   amend, suspend or waive such rules and regulations and appoint such agents
   as it shall deem appropriate for the proper administration of the Plan;
   and (ix) make any other determination and take any other action that the
   Committee deems necessary or desirable for the administration of the Plan. 
   Unless otherwise expressly provided in the Plan, all designations,
   determinations, interpretations and other decisions under or with respect
   to the Plan or any Option shall be within the sole discretion of the
   Committee, may be made at any time or from time to time, and shall be
   final, conclusive and binding upon all Persons, including the Company, any
   Affiliate, any Participating Key Employee, any holder or beneficiary of
   any Option, any shareholder and any employee of the Company or of any
   Affiliate.  

   Section 4.     Shares Available for Award

             (a)  Shares Available.  Subject to adjustment as provided in
   Section 4(b):

                  (i)  Number of Shares Available.  The number of Shares
        with respect to which Options may be granted under the Plan
        shall be 800,000 (on a post-September 3, 1996, two-for-one stock
        split basis).

                  (ii) Accounting for Awards.  The number of Shares
        covered by an Option under the Plan, or to which such Option
        relates, shall be counted on the date of grant of such Option
        against the number of Shares available for granting Options
        under the Plan.

                  (iii)     Sources of Shares Deliverable Under Options. 
        Any Shares delivered pursuant to the exercise of an Option may
        consist, in whole or in part, of authorized and unissued Shares
        or of treasury Shares.

             (b)  Adjustments.  In the event that the Committee shall
   determine that any dividend or other distribution (whether in the form of
   cash, Shares, other securities or other property), recapitalization, stock
   split, reverse stock split, reorganization, merger, consolidation, split-
   up, spin-off, combination, repurchase or exchange of Shares or other
   securities of the Company, issuance of warrants or other rights to
   purchase Shares or other securities of the Company, or other similar
   corporate transaction or event affects the Shares such that an adjustment
   is determined by the Committee to be appropriate in order to prevent
   dilution or enlargement of the benefits or potential benefits intended to
   be made available under the Plan, then the Committee may, in such manner
   as it may deem equitable, adjust any or all of (i) the number and type of
   Shares subject to the Plan and which thereafter may be made the subject of
   Options under the Plan; (ii) the number and type of Shares subject to
   outstanding Options; and (iii) the grant, purchase or exercise price with
   respect to any Option, or, if deemed appropriate, make provision for a
   cash payment to the holder of an outstanding Option; provided, however, in
   each case, that with respect to Incentive Stock Options no such adjustment
   shall be authorized to the extent that such authority would cause the Plan
   to violate Section 422(b) of the Code (or any successor provision
   thereto); and provided further that the number of Shares subject to any
   Option shall always be a whole number.  

   Section 5.     Eligibility

             Any Key Employee, including any executive officer or employee-
   director of the Company or of any Affiliate, who is not a member of the
   Committee shall be eligible to be designated a Participating Key Employee. 
   All Non-Employee Directors shall receive Non-Qualified Stock Options as
   provided in Section 6(b).

   Section 6.     Grants of Options

             (a)  Option Awards to Key Employees.  The Committee is hereby
   authorized to grant Options to Key Employees with the terms and conditions
   as set forth below and with such additional terms and conditions, in
   either case not inconsistent with the provisions of the Plan, as the
   Committee shall determine in its discretion.

                  (i)  Exercise Price.  The exercise price per Share of
        an Option granted pursuant to this Section 6(a) shall be
        determined by the Committee; provided, however, that such
        exercise price shall not be less than 100% of the Fair Market
        Value of a Share on the date of grant of such Option.

                  (ii) Option Term.  The term of each Option shall be
        fixed by the Committee; provided, however, that in no event
        shall the term of any Option exceed a period of ten years from
        the date of its grant.

                  (iii)     Exercisability and Method of Exercise.  An
        Option shall become exercisable in such manner and within such
        period or periods and in such installments or otherwise as shall
        be determined by the Committee.  The Committee also shall
        determine the method or methods by which, and the form or forms,
        including, without limitation, cash, Shares, other securities,
        other property or any combination thereof, having a Fair Market
        Value on the exercise date equal to the relevant exercise price,
        in which payment of the exercise price with respect to any
        Option may be made or deemed to have been made.

                  (iv) Incentive Stock Options.  The terms of any
        Incentive Stock Option granted under the Plan shall comply in
        all respects with the provisions of Section 422 of the Code (or
        any successor provision thereto) and any regulations promulgated
        thereunder.  Notwithstanding any provision in the Plan to the
        contrary, no Incentive Stock Option may be granted hereunder
        after the tenth anniversary of the adoption of the Plan by the
        Board of Directors of the Company.

             (b)  Non-Qualified Stock Option Awards to Non-Employee
   Directors.  Each Non-Employee Director shall automatically be granted Non-
   Qualified Stock Options under the Plan in the manner set forth in this
   Section 6(b).  A Non-Employee Director may hold more than one Non-
   Qualified Stock Option, but only on the terms and subject to any
   restrictions set forth herein.

                  (i)  Exercise Price.  The exercise price per Share
        shall be equal to 100% of the Fair Market Value of a Share on
        the date of grant of such Option.  The "market value" of a Share
        on the date of grant to the Non-Employee Director shall be the
        last bid price per Share for the Shares in the Nasdaq National
        Market on the trading date next preceding such grant date;
        provided, however, that if the principal market for the Shares
        is then a national securities exchange, the "market value" shall
        be the closing bid price per Share for the Shares on the
        principal securities exchange on which the Shares are traded on
        the trading date next preceding the date of grant, or in either
        case above, if no trading occurred on the trading date next
        preceding the date on which the Non-Qualified Stock Option is
        granted, then the "market price" per Share shall be determined
        with reference to the next preceding date on which the Shares
        were traded.

                  (ii) Grant of Options.  On the last day of each fiscal
        year of the Company during the existence of the Plan, each Non-
        Employee Director shall be automatically granted an Option to
        purchase 1,000 Shares.  All Options granted to Non-Employee
        Directors shall be Non-Qualified Stock Options.

                  (iii)     Exercisability and Termination of Options. 
        Except as expressly provided herein, Non-Qualified Stock Options
        granted to Non-Employee Directors under the Plan shall not be
        exercisable until one (1) year from the date on which such Non-
        Qualified Stock Option is granted and shall terminate on the
        earlier of:

                       (A)  five years after the date of grant;

                       (B)  three months after the Non-Employee
             Director ceases to be a director of the Company by
             reason of death, disability or retirement after
             attaining age 65; or

                       (C)  immediately upon the Non-Employee
             Director ceasing to be a director of the Company for
             any reason other than by reason of death, disability
             or retirement.

        If a Non-Employee Director ceases to be a director of the
        Company by reason of death, disability or retirement prior to
        the date the Non-Statutory Stock Option becomes exercisable, the
        Non-Statutory Stock Option shall become immediately exercisable
        in full.

                  (iv) Exercise of Options.  A Non-Qualified Stock
        Option granted to a Non-Employee Director may be exercised,
        subject to its terms and conditions and the terms and conditions
        of the Plan, in full at any time or in part from time to time by
        delivery to the Company at its principal office in Wisconsin
        Rapids, Wisconsin, of a written notice of exercise specifying
        the number of Shares with respect to which the Non-Qualified
        Stock Option is being exercised.  Any notice of exercise shall
        be accompanied by full payment of the Option price of the Shares
        being purchased (x) in cash or its equivalent; (y) by tendering
        previously acquired shares (valued at their Fair Market Value as
        of the date of exercise); or (z) by any combination of
        subparagraphs (x) and (y).  No Shares shall be issued until full
        payment therefor has been made. 

             (c)  General.
                  (i)  No Consideration for Options.  Options shall be
        granted for no cash consideration unless otherwise determined by
        the Committee.

                  (ii) Option Agreements.  Each Option granted under the
        Plan shall be evidenced by an Option Agreement in such form
        (consistent with the terms of the Plan) as shall have been
        approved by the Committee.

                  (iii)     Awards May Be Granted Separately or
        Together.  Options to Participating Key Employees under the Plan
        may be granted either alone or in addition to, in tandem with,
        or in substitution for, any other award granted under any other
        plan of the Company or any Affiliate.  Options granted in
        addition to, or in tandem with, other awards granted under any
        other plan of the Company or any Affiliate, may be granted
        either at the same time as or at a different time from the grant
        of such other awards.

                  (iv) Limits on Transfer of Options.  No Option shall
        be assignable, alienable, saleable or transferable otherwise
        than by will or by the laws of descent and distribution;
        provided, however, that a Participating Key Employee at the
        discretion of the Committee may, and a Non-Employee Director
        shall, be entitled, in the manner established by the Committee,
        to designate a beneficiary or beneficiaries to exercise his or
        her rights, and to receive any property distributable, with
        respect to any Option upon the death of the Participating Key
        Employee or the Non-Employee Director, as the case may be.  Each
        Option shall be exercisable, during the lifetime of the
        Participating Key Employee or the Non-Employee Director, only by
        such individual or, if permissible under applicable law, by such
        individual's guardian or legal representative.  No Options may
        be pledged, alienated, attached or otherwise encumbered, and any
        purported pledge, alienation, attachment or encumbrance thereof
        shall be void and unenforceable against the Company or any
        Affiliate.

                  (v)  Term of Options.  Except as otherwise provided in
        the Plan, the term of each Option shall be for such period as
        may be determined by the Committee.

                  (vi) Share Certificates; Representation.  All
        certificates for Shares delivered under the Plan pursuant to the
        exercise of any Option shall be subject to such stop transfer
        orders and other restrictions as the Committee may deem
        advisable under the Plan or the rules, regulations and other
        requirements of the Commission, Nasdaq Stock Market or any stock
        exchange or other market upon which such Shares are then listed
        or traded, and any applicable federal or state securities laws,
        and the Committee may cause a legend or legends to be put on any
        such certificates to make appropriate reference to such
        restrictions.  The Committee may require each Participating Key
        Employee, Non-Employee Director or other Person who acquires
        Shares under the Plan by means of an Option originally granted
        to a Participating Key Employee, Non-Employee Director or other
        Person to represent to the Company in writing that such
        Participating Key Employee, Non-Employee Director or other
        Person is acquiring the Shares without a view to the
        distribution thereof.

   Section 7.     Amendment and Termination of the Plan; Correction of
                  Defects and Omissions

             (a)  Amendments to and Termination of the Plan.  The Board of
   Directors of the Company may at any time amend, alter, suspend,
   discontinue or terminate the Plan; provided, however, that shareholder
   approval of any amendment of the Plan shall also be obtained if otherwise
   required by: (i) the rules and/or regulations promulgated under Section 16
   of the Exchange Act (in order for the Plan to remain qualified under Rule
   16b-3); (ii) the Code or any rules promulgated thereunder (in order to
   allow for Incentive Stock Options to be granted under the Plan); or
   (iii) the quotation or listing requirements of the Nasdaq National Market
   or any principal securities exchange or market on which the Shares are
   then traded (in order to maintain the quotation or listing of the Shares
   thereon).  Termination of the Plan shall not affect the rights of
   Participating Key Employees and Non-Employee Directors with respect to
   Options previously granted to them, and all unexpired Options shall
   continue in force and effect after termination of the Plan except as they
   may lapse or be terminated by their own terms and conditions.

             (b)  Correction of Defects, Omissions and Inconsistencies.  The
   Committee may in its discretion correct any defect, supply any omission or
   reconcile any inconsistency in any Option or Option Agreement in the
   manner and to the extent it shall deem desirable to carry the Plan into
   effect.

   Section 8.     General Provisions

             (a)  No Rights to Awards.  No Key Employee, Participating Key
   Employee or other Person (other than a Non-Employee Director to the extent
   provided in Section 6(b) of the Plan) shall have any claim to be granted
   any Option under the Plan, and there is no obligation for uniformity of
   treatment of Key Employees, Participating Key Employees or holders or
   beneficiaries of Options under the Plan.  The terms and conditions of
   Options need not be the same with respect to each Participating Key
   Employee.

             (b)  Withholding.  No later than the date as of which an amount
   first becomes includable in the gross income of a Participating Key
   Employee for federal income tax purposes with respect to any Option under
   the Plan, the Participating Key Employee shall pay to the Company, or make
   arrangements satisfactory to the Company regarding the payment of any
   federal, state, local or foreign taxes of any kind required by law to be
   withheld with respect to such amount.  Unless otherwise determined by the
   Committee, withholding obligations arising with respect to Options granted
   to Participating Key Employees under the Plan may be settled with Shares
   previously owned by the Participating Key Employee; provided, however,
   that the Participating Key Employee may not settle such obligations with
   Shares that are part of, or are received upon exercise of, the Option that
   gives rise to the withholding requirement.  The obligations of the Company
   under the Plan shall be conditional on such payment or arrangements, and
   the Company and any Affiliate shall, to the extent permitted by law, have
   the right to deduct any such taxes from any payment otherwise due to the
   Participating Key Employee.  The Committee may establish such procedures
   as it deems appropriate for the settling of withholding obligations with
   Shares, including, without limitation, the establishment of such
   procedures as may be necessary to satisfy the requirements of Rule 16b-3.

             With the consent of the Committee, an Option holder may be
   permitted to satisfy the Company's withholding tax requirements by
   electing to have the Company withhold shares otherwise issuable to the
   Option holder.  The election shall be made in writing and shall be made
   according to such rules and in such form as the Company may determine.

             (c)  No Limit on Other Compensation Arrangements.  Nothing
   contained in the Plan shall prevent the Company or any Affiliate from
   adopting or continuing in effect other or additional compensation
   arrangements, and such arrangements may be either generally applicable or
   applicable only in specific cases.

             (d)  Rights and Status of Recipients of Options.  The grant of
   an Option shall not be construed as giving a Participating Key Employee
   the right to be retained in the employ of the Company or any Affiliate. 
   Further, the Company or any Affiliate may at any time dismiss a
   Participating Key Employee from employment, free from any liability, or
   any claim under the Plan, unless otherwise expressly provided in the Plan
   or in any Option Agreement.  The grant of an Option to a Non-Employee
   Director pursuant to Section 6(b) of the Plan shall confer no right on
   such Non-Employee Director to continue as a director of the Company. 
   Except for rights accorded under the Plan and under any applicable Option
   Agreement, Participating Key Employees and Non-Employee Directors shall
   have no rights as holders of Shares as a result of the granting of Options
   hereunder.

             (e)  Unfunded Status of the Plan.  Unless otherwise determined
   by the Committee, the Plan shall be unfunded and shall not create (or be
   construed to create) a trust or a separate fund or funds.  The Plan shall
   not establish any fiduciary relationship between the Company or the
   Committee and any Participating Key Employee, Non-Employee Director or
   other Person.  To the extent any Person holds any right by virtue of a
   grant under the Plan, such right (unless otherwise determined by the
   Committee) shall be no greater than the right of an unsecured general
   creditor of the Company.

             (f)  Governing Law.  The validity, construction and effect of
   the Plan and any rules and regulations relating to the Plan shall be
   determined in accordance with the internal laws of the State of Wisconsin
   and applicable federal law.

             (g)  Severability.  If any provision of the Plan or any Option
   Agreement or any Option is or becomes or is deemed to be invalid, illegal
   or unenforceable in any jurisdiction, or as to any Person or Option, or
   would disqualify the Plan, any Option Agreement or any Option under any
   law deemed applicable by the Committee, such provision shall be construed
   or deemed amended to conform to applicable laws, or if it cannot be so
   construed or deemed amended without, in the determination of the
   Committee, materially altering the intent of the Plan, any Option
   Agreement or the Option, such provision shall be stricken as to such
   jurisdiction, Person or Option, and the remainder of the Plan, any such
   Option Agreement and any such Option shall remain in full force and
   effect.

             (h)  No Fractional Shares.  No fractional Shares or other
   securities shall be issued or delivered pursuant to the Plan or any Option
   Agreement, and the Committee shall determine (except as otherwise provided
   in the Plan) whether cash, other securities or other property shall be
   paid or transferred in lieu of any fractional Shares or other securities,
   or whether such fractional Shares or other securities or any rights
   thereto shall be canceled, terminated or otherwise eliminated.

             (i)  Headings.  Headings are given to the Sections and
   subsections of the Plan solely as a convenience to facilitate reference. 
   Such headings shall not be deemed in any way material or relevant to the
   construction or interpretation of the Plan or any provision thereof.

   Section 9.     Effective Date of the Plan

             The Plan shall be effective as of May 17, 1995 subject to
   shareholder approval of the Plan within 12 months following the date of
   adoption of the Plan by the Board of Directors, and all Options granted
   under the Plan prior to the date of shareholder approval shall be subject
   to such approval and the effective date of such Option grants shall be
   deemed to be the date of such shareholder approval.

   Section 10.    Term of the Plan

             No Option shall be granted under the Plan following the seventh
   anniversary of its effective date.  However, unless otherwise expressly
   provided in the Plan or in an applicable Option Agreement, any Option
   theretofore granted may extend beyond such date and, to the extent set
   forth in the Plan, the authority of the Committee to amend, alter, adjust,
   suspend, discontinue or terminate any such Option, or to waive any
   conditions or restrictions with respect to any such Option, and the
   authority of the Board of Directors of the Company to amend the Plan,
   shall extend beyond such date.



   Exhibit 10.7

                                     FORM OF

                           NORTHLAND CRANBERRIES, INC.

                       NONQUALIFIED STOCK OPTION AGREEMENT


             THIS AGREEMENT, made and entered into as of this       day of    
     19__ (the "Grant Date"), by and between NORTHLAND CRANBERRIES, INC., a
   Wisconsin corporation (the "Company"), and                   (the
   "Optionee").

                              W I T N E S S E T H :

             WHEREAS, the terms of the Northland Cranberries, Inc. 1995
   Amended Stock Option Plan (the "Plan"), to the extent not stated herein,
   are specifically incorporated by reference in this Agreement and defined
   terms used herein which are not otherwise defined shall have the meaning
   set forth in the Plan;

             WHEREAS, the purpose of the Plan is to permit the grant of
   options to purchase shares of the Company's Class A Common Stock, $.01 par
   value ("Common Stock"), to certain key employees of the Company;

             WHEREAS, the Optionee is now employed by the Company in a key
   capacity and has exhibited judgment, initiative and efforts which have
   contributed materially to the successful performance of the Company; and

             WHEREAS, the Company desires the Optionee to remain in the
   Company's employ and wishes to provide the Optionee with the opportunity
   to secure or increase his stock ownership in the Company in order to
   develop even a stronger incentive to put forth maximum effort for the
   continued success and growth of the Company.

             NOW, THEREFORE, in consideration of the premises and of the
   covenants and agreements herein set forth, the parties hereby mutually
   covenant and agree as follows:

             1.   Grant of Options.  Subject to the terms and conditions of
   the Plan and this Agreement, the Company grants to the Optionee this
   option (the "Option") to purchase from the Company all or any part of the
   aggregate number of         shares of Common Stock (the "Optioned
   Shares"), subject to adjustment as provided in Paragraph 7.  This Option
   is intended to constitute a nonqualified stock option and shall not be
   treated as an incentive stock option within the meaning of Section 422A of
   the Internal Revenue Code of 1986, as amended.

             2.   Option Price.  The option price to be paid for the Optioned
   Shares shall be $      per share, subject to adjustment as provided in
   Paragraph 7.  The per share option price has been determined by the
   Compensation and Stock Option Committee (the "Committee") of the Board of
   Directors of the Company (the "Board") to be not less than 100% of the
   fair market value of the Common Stock on the Grant Date (i.e., the last
   bid price of the Common Stock on Nasdaq on the day prior to the Grant
   Date).

             3.   Exercise of Option.

                  a.   Subject to the terms and conditions of the Plan and
   except as otherwise provided in this Agreement, this Option may be
   exercised by the Optionee while in the employ of the Company, in whole or
   in part, from time to time or at any time, beginning on the Grant Date and
   ending on the tenth anniversary of the Grant Date (the "Termination
   Date").

                  b.   If the Optionee is discharged or leaves the employ of
   the Company for any reason (other than termination by the Company for
   "cause" or the death or disability of the Optionee), prior to the
   Termination Date, this Option, to the extent not theretofore exercised,
   may be exercised by the Optionee or by his legal representative at any
   time within three months after the date of termination of employment upon
   the tender to the Company in cash or its equivalent of the full purchase
   price (and not by the tender of previously acquired Common Stock), but in
   no event later than the Termination Date.

                  c.   If the Optionee dies while he is in the employ of the
   Company, or if his employment is terminated by reason of his disability
   prior to the Termination Date, this Option, to the extent not theretofore
   exercised, may be exercised in whole or in part as follows:  (i) by the
   legal representative of the Optionee at any time within six months after
   the date of the Optionee's death or (ii) by the Optionee or his legal
   representative at any time within three months after the termination of
   the Optionee's employment by reason of disability, but in no event later
   than the Termination Date.

                  d.   If the Optionee's employment is terminated by the
   Company "for cause," this Option to the extent not theretofore exercised
   shall terminate immediately and shall not be exercisable following such
   termination of employment.  For purposes of this Paragraph 3, termination
   by the Company "for cause" shall mean any termination of the Optionee by
   reason of any action or omission on the part of the Optionee which is
   deemed contrary to the interests of the Company or not in the interests of
   the Company, as determined by the Board in its sole discretion.

                  e.   This Option may be exercised during the life of the
   Optionee only by the Optionee (or his legal representative as provided in
   this Paragraph 3).

             4.   Manner of Exercise and Payment.  This Option may be
   exercised only by written notice to the Company by the Optionee (or his
   legal representative as provided in Paragraph 3) of the Optionee's (or
   such legal representative's) intent to exercise all or part of this
   Option, served upon the Secretary of the Company at its office at
   Wisconsin Rapids, Wisconsin, specifying the number of Optioned Shares in
   respect to which this Option is being exercised, accompanied by payment of
   the aggregate option price for such Optioned Shares, at the Optionee's (or
   such legal representative's) election (except as limited in Paragraph 3): 
   (a) in cash or its equivalent; (b) by delivering previously acquired
   shares of Common Stock, duly endorsed in blank or accompanied by stock
   powers duly endorsed in blank, valued at their fair market value at the
   time of exercise as determined by the Committee; or (c) by any combination
   of (a) and (b).  For purposes of (b) and (c) above, the term "previously
   acquired shares of Common Stock" shall only include Common Stock owned by
   the Optionee prior to the exercise of this Option and shall not include
   shares of Common Stock which are being acquired pursuant to the exercise
   of this Option.  Upon receipt of the payment of the aggregate option price
   for all of the Optioned Shares so purchased, certificates for such
   Optioned Shares shall be issued by or on behalf of the Company to the
   Optionee.  The Optioned Shares so acquired, upon payment in full of the
   aggregate option price, shall be fully paid and nonassessable, except as
   provided by Section 180.0622(2) (b) of the Wisconsin Statutes.

             5.   Nontransferability of Option.  This Option shall not be
   transferable by the Optionee otherwise than by will or the laws of descent
   and distribution.

             6.   Tax Withholding.  (a) The Company may require as a
   condition precedent to the issuance or transfer of any shares of Common
   Stock upon exercise of this Option that the Optionee pay to the Company,
   upon its demand, or otherwise make arrangements satisfactory to the
   Company for payment of, such amount as may be requested by the Company for
   the purpose of satisfying the Company's tax withholding requirement.  If
   the amount so requested is not so paid or if such arrangements are not
   made, the Company may refuse to issue or transfer any Optioned Shares upon
   exercise of this Option.

                  (b)  The Optionee shall be permitted to satisfy the
   Company's tax withholding requirements by delivering shares of previously
   owned Common Stock having a fair market value (as determined by the
   Committee) on the date income is recognized by the Optionee (the "Tax
   Date") pursuant to the exercise of this Option equal to the minimum amount
   required to be withheld.  If the number of shares of Common Stock
   determined pursuant to the preceding sentence shall include a fractional
   share, the number of shares delivered shall be reduced to the next lower
   whole number and the Optionee shall deliver to the Company cash in lieu of
   such fractional share, in an amount equal to the Common Stock's then fair
   market value as determined by the Committee, or otherwise make
   arrangements satisfactory to the Company for payment of such amount

             7.   Adjustment to Optioned Shares and Option Price.  In the
   event of a capital adjustment resulting from a stock dividend (other than
   a stock dividend in lieu of an ordinary cash dividend), stock split,
   reorganization, spin-off, split-up or distribution of assets to
   shareholders, recapitalization, merger, consolidation, combination or
   exchange of shares or the like, the Optioned Shares and the per share
   option price (but not the aggregate option price for all Optioned Shares,
   as adjusted) shall be adjusted in a manner consistent with such capital
   adjustment and in accordance with the Plan; provided, however, that no
   such adjustment shall require the Company to issue any fractional shares
   and the adjustment shall be limited accordingly as determined by the
   Committee.  The determination of the Committee as to any adjustment shall
   be final.

             8.   Transfer Restrictions.  The Optioned Shares to be acquired
   upon exercise of this Option may not be sold or offered for sale except
   pursuant to an effective registration statement under the Securities Act
   of 1933, as amended ("Act"), or in a transaction which, in the opinion of
   legal counsel for the Company, is exempt from the registration provisions
   of the Act.

             9.   Status of Optionee.  The Optionee shall not be deemed for
   any purposes to be a shareholder of the Company with respect to any of the
   Optioned Shares except to the extent that this Option shall have been
   exercised, the aggregate option price for the Optioned Shares purchased
   shall have been fully paid and a stock certificate shall have been issued
   by or on behalf of the Company therefor.

             10.  Employment.  It is fully understood that nothing contained
   in this Agreement or the Plan shall be deemed to confer upon the Optionee
   any right to continue in the employ of the Company, nor to interfere in
   any way with the right of the Company to terminate the employment of the
   Optionee at any time.

             11.  Interpretation by Committee.  As a condition of the
   granting of this Option, the Optionee agrees, for himself and his legal
   representatives, that the Plan and this Agreement shall be subject to
   discretionary interpretation by the Committee and that any interpretation
   by the Committee of the terms of the Plan and this Agreement shall be
   final, binding and conclusive on the Optionee and his legal
   representatives in all respects and shall not be subject to challenge or
   dispute by the Optionee or his legal representatives.

             12.  Modification.  At any time and from time to time the
   Committee may direct execution of an instrument providing for the
   modification, extension or renewal of this Option; provided, however, that
   no such modification, extension or renewal shall (a) confer on the
   Optionee any right or benefit which could not be conferred on him by the
   grant of a new option under the Plan at such time or (b) alter, impair or
   adversely affect this Option or Agreement without the written consent of
   the Optionee.

             IN WITNESS WHEREOF, the Company has caused this Agreement to be
   executed by its duly authorized officer and the Optionee has hereunto
   affixed his signature as of the day and year first above written.

                                 NORTHLAND CRANBERRIES, INC.


                                 By:  ___________________________
                                      John Swendrowski
                                      President


                                      _____________________________
                                                      , Optionee



   Exhibit 18

   Deloitte &
    Touche LLP                   _________________________________________
                                 411 East Wisconsin Avenue  (414) 271-3000
                                 Milwaukee, Wisconsin 53202-4496





   November 4, 1996

   Northland Cranberries, Inc.
   800 First Avenue South
   Wisconsin Rapids, WI 54494-8020

   Dear Sirs:

   We have audited the consolidated financial statements of Northland
   Cranberries, Inc. as of August 31, 1996 and March 31, 1995, and for each
   of the years ended August 31, 1996, March 31, 1995 and 1994, and for the
   five-month period ended August 31, 1995 included in your Annual Report on
   Form 10-K to the Securities and Exchange Commission and have issue our
   report thereon dated November 4, 1996.  Note 2 to such financial
   statements contains a description of your adoption of a change in the
   method of deferring crop growing costs.  In our judgment, such change is
   to an alternative accounting principle that is preferable under the
   circumstances.

   Yours truly,

   /s/  Deloitte & Touche LLP

   DELOITTE & TOUCH LLP




   Exhibit 23.1

   INDEPENDENT AUDITORS' CONSENT

   We consent to the incorporation by reference in Registration Statement No.
   33-32525 of Northland Cranberries, Inc. on Form S-8 of our report dated
   November 4, 1996, (which expresses an unqualified opinion and includes an
   explanatory paragraph relating to a change in the method of deferring crop
   growing costs) appearing in the Annual Report on Form 10-K of Northland
   Cranberries, Inc. for the year ended August 31, 1996.


   /s/ Deloitte & Touche LLP

   DELOITTE & TOUCHE LLP
   Milwaukee, Wisconsin

   November 27, 1996


<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
CONSOLIDATED FINANCIAL STATEMENTS OF NORTHLAND CRANBERRIES, INC. AS OF AND
FOR THE YEAR ENDED AUGUST 31, 1996 AND IS QUALIFIED IN ITS ENTIRETY BY
REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER> 1
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          AUG-31-1996
<PERIOD-START>                             SEP-01-1995
<PERIOD-END>                               AUG-31-1996
<CASH>                                         266,467
<SECURITIES>                                 1,259,548
<RECEIVABLES>                                2,631,434
<ALLOWANCES>                                         0
<INVENTORY>                                 12,414,426
<CURRENT-ASSETS>                            18,617,497
<PP&E>                                     141,098,591
<DEPRECIATION>                              18,609,490
<TOTAL-ASSETS>                             145,484,619
<CURRENT-LIABILITIES>                       12,067,187
<BONDS>                                     56,978,095
                                0
                                          0
<COMMON>                                       133,705
<OTHER-SE>                                  60,183,370
<TOTAL-LIABILITY-AND-EQUITY>               145,484,619
<SALES>                                     36,390,156
<TOTAL-REVENUES>                            37,607,845
<CGS>                                       16,516,785
<TOTAL-COSTS>                                7,020,416
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                           2,657,067
<INCOME-PRETAX>                             11,413,577
<INCOME-TAX>                                 4,509,577
<INCOME-CONTINUING>                          6,904,577
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                 6,904,577
<EPS-PRIMARY>                                     0.50
<EPS-DILUTED>                                     0.50
        

</TABLE>


© 2022 IncJournal is not affiliated with or endorsed by the U.S. Securities and Exchange Commission