NORTHLAND CRANBERRIES INC /WI/
10-K405, 1997-12-01
AGRICULTURAL PRODUCTION-CROPS
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                       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, 1997
                                       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.   [X]

   Aggregate market value of the voting stock held by non-affiliates of the
   registrant as of November 24, 1997:
                                  $187,229,580

   Number of shares issued and outstanding of each of the registrant's
   classes of common stock as of November 24, 1997:

            Class A Common Stock, $.01 par value:  13,220,370 shares
              Class B Common Stock, $.01 par value: 636,202 shares

   PORTIONS OF THE FOLLOWING DOCUMENTS ARE INCORPORATED HEREIN BY REFERENCE:

   Proxy Statement for 1998 annual meeting of shareholders scheduled to be
   held January 7, 1998 (incorporated by reference into Part III, to the
   extent indicated therein).

   1997 Annual Report to Shareholders (incorporated by reference into Parts
   II and IV, 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.


   Item 1.   Business.

                                     General

             Northland Cranberries, Inc. ("Company" or "Northland") is a
   vertically integrated grower, processor and marketer of cranberries and
   value-added consumer and industrial cranberry products.  With 25 cranberry
   producing marshes and 2,548 planted acres owned or operated in Wisconsin
   and Massachusetts as of November 15, 1997, 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 has developed from
   principally a cranberry grower and member of the Ocean Spray Cranberries,
   Inc. ("Ocean Spray") marketing cooperative to a grower, purchaser,
   processor and marketer of cranberries and cranberry products.  The
   Company's current product line includes Northland brand 100% juice
   cranberry blends, Northland brand fresh cranberries, private label
   cranberry products, cranberry concentrate, raw frozen cranberries and
   single-strength cranberry juice.

             The Company completed the national rollout of its Northland
   brand 100% juice cranberry blends in fiscal 1997.  As of August 31, 1997,
   Northland's blended cranberry juice product line was available in 48
   states and in approximately 18,000 supermarkets, or 60% of supermarkets
   nationwide.  According to data compiled by Information Resources, Inc.
   ("IRI"), for the 12-week period ended October 12, 1997, the Northland
   branded juice product line increased its market share in the United States
   supermarket shelf-stable cranberry beverage category to approximately 6.5%
   as compared to 1.0% for the 12-week period ended October 6, 1996.  For the
   four-week period ended October 12, 1997, Northland's market share in this
   category was approximately 8.0%.

             In fiscal 1998, the Company expects to continue the growth and
   distribution of its Northland branded juice product line by (i)
   implementing a comprehensive national marketing plan, including a national
   television advertising campaign, to continue to increase consumer
   awareness about the Company's branded juice products; (ii) continuing its
   trade and price promotion plan through seasonal merchandising and
   couponing; (iii) introducing new juice flavors and bottle sizes; and (iv)
   pursuing alternative sales channels, including membership clubs, mass
   merchandisers, drug and discount stores, convenience stores and industrial
   food service companies.  The Company also plans to continue to pursue
   sales opportunities for its cranberry juice concentrate and its private
   label cranberry products, as well as maintaining is seasonal sales of
   fresh cranberries.

                               Marketing and Sales

        Marketing

             The Company's marketing strategy and focus for its Northland
   100% juice cranberry blend product line is to highlight the differences in
   flavor and nutritional content between Northland brand 100% juice
   cranberry blends and the competing products of Ocean Spray and others
   containing lesser juice content, as well as the nutritional benefits of
   cranberry-based beverages.  To implement this strategy, in fiscal 1997,
   the Company developed and coordinated media advertising programs, sales
   promotion programs, market research and public relations for the Northland
   100% juice cranberry blend product line.  The Company expanded its
   regional television campaign, which began in early fiscal 1997, by
   developing a national television advertising campaign in connection with
   the national rollout of its branded juice product line.  The Company also
   entered into a long-term licensing agreement with the Ladies Professional
   Golf Association to become a corporate sponsor and the official juice of
   the LPGA.  The Company intends to continue aggressively promoting its
   branded juice product line through increased television advertising in
   fiscal 1998 and by continuing its trade and price promotion plan,
   consisting of seasonal merchandising to increase in-store visibility of
   Northland products and a coupon plan to provide strong trial incentives to
   first-time buyers and repurchase incentives to established users. 
   Northland anticipates spending approximately $24 million on advertising,
   promotion and slotting expenses in support of its brand in fiscal 1998,
   compared to $9 million in fiscal 1997.

             On June 2, 1997, the Company hired Jerold D. Kaminski to serve
   as the Company's President and Chief Operating Officer, with principal
   responsibilities for the continued implementation of the Company's "marsh
   to market" strategy, and with particular emphasis on directing and
   implementing marketing and sales strategies for the Northland brand.  Mr.
   Kaminski has extensive management experience in the food industry (and in
   particular with the marketing and sale of branded grocery products) as the
   former Director of Marketing for the Food Service Division of General
   Mills Corporation, a position Mr. Kaminski held for four years.  See
   "Executive Officers of the Company."

             The Company employs a Director of Marketing (with over 20 years
   of marketing experience in the food and consumer products industries), a
   marketing coordinator and support staff personnel to oversee marketing of
   the Company's branded juice product line.  The Company also internally
   staffs a creative services department to assist in marketing and
   promotional efforts.

        Sales

             Based on industry data, dollar sales of shelf-stable cranberry 
   beverages continued to increase in fiscal 1997, with Northland's entry into
   certain individual markets appearing to stimulate total segment growth.  
   Northland anticipates that this category growth will continue in fiscal 
   1998.  Northland believes this category growth may allow it to realize 
   increased sales of its branded juice products by expanding distribution and
   increasing promotion of Northland brand 100% juice products, both within 
   its current markets as well as in new markets.

             The Company's branded juice sales are coordinated by a Director
   of Sales and a National Sales Manager - Branded Products (who together
   have over 35 years of sales experience in the food and consumer products
   industries), as well as six regional sales managers with extensive sales
   experience working for companies such as Borden, Inc., Ralston Purina 
   Company and Oscar Mayer Foods Corp.  The Company's sales staff directs
   distribution and sale of its branded juice products through a network of
   approximately 60 independent food brokers in the major geographic regions
   of the United States.

             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
   seasons.  Due in part to a cooler than average summer growing season, the
   fiscal 1997 fresh cranberry crop consisted of smaller-than-average size
   berries.  The reduced average size of the fiscal 1997 fresh cranberry crop
   resulted in the Company producing, packaging and selling less fresh fruit
   in fiscal 1997 than in fiscal 1996.  Fresh fruit sales in fiscal 1998 are
   expected to be consistent with fiscal 1997 levels. 

             In addition to the national rollout of its branded juice product
   line, important elements of the Company's marsh-to-market strategy in
   fiscal 1997 were to develop initial sales of private label cranberry
   products and to increase its sales of cranberry juice concentrate. 
   However, during early fiscal 1997, Northland was approached by, and
   entered into negotiations and reached verbal agreement for the acquisition
   of, a major private label supplier.  In anticipation of closing this
   planned acquisition, the Company redirected its internal efforts away from
   attempting to generate sales of its private label products and concentrate
   so that it could retain cranberries in inventory in order to internally
   supply the raw materials necessary to meet the ongoing product sales of
   the acquisition candidate.  However, for unknown reasons not related to
   the Company, the acquisition was suddenly terminated by the seller on the
   anticipated execution date of the definitive acquisition agreement.  As a
   result, the Company's sales of private label products and cranberry
   concentrate were adversely effected, and a larger than normal amount of
   the Company's cranberry supply that was intended for use by the target
   company and expected to generate revenue in fiscal 1997 remained in
   inventory at the end of the year.

             The Company has initiated plans to renew its efforts to
   establish initital sales of its private label products.  According to
   industry data, approximately $150 million of private label cranberry juice
   products were sold in supermarkets nationwide in 1997, representing
   approximately 20% of the total supermarket shelf-stable cranberry juice
   segment.  The Company believes its position as the world's largest
   cranberry grower would allow private label customers access to a reliable,
   high quality supply of cranberry-based juice products.  Private label
   juice product sales, however, are very price competitive, and supermarket
   chains, mass merchandisers and other producers of private label products
   are often hesitant to change historical suppliers.  The Company
   anticipates that, in order to establish initial private label sales
   success, it will need to aggressively compete based on product pricing in
   fiscal 1998.  There can be no assurance that the Company will be
   successful in entering this market or that such sales will be on
   satisfactory economic terms.  

             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 ingredients for the production of soft drinks and
   other fruit beverages.  The Company has a commitment to sell approximately
   120,000 barrels of concentrate over the next two fiscal years to Wild. 
   The Company believes that its alliance with Wild, combined with its sales
   of fresh cranberries in the United Kingdom, the Netherlands, Belgium and
   other European countries, provides the Company with an initial foundation
   for additional overseas sales and provides potential opportunities for
   eventual expansion into other foreign markets.

             In fiscal 1997, the Company had sales of approximately $5.8
   million, or 12% of net sales, to one customer.  The Company believes the
   loss of this customer would not have a material adverse effect on the
   Company since these sales were mostly in the form of cranberry
   concentrate, and the raw cranberries used to produce such concentrate
   could, if necessary, be redirected to other customers or into the
   production of other consumer cranberry products.

             The Company's wholly-owned subsidiary, Wildhawk, is in the
   business of selling agricultural chemicals and fertilizer to cranberry
   growers.  The Company also sells cranberry vines to other cranberry
   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.  

                                Cranberry Supply 

        General

             The Company believes an important 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.  Northland is the world's
   largest cranberry grower, with more planted acres of cranberries owned or
   leased than any other grower.  As of November 15, 1997, Northland owned or
   operated approximately 2,548 planted acres in Wisconsin and Massachusetts. 
   The Company utilizes its significant internal harvest of raw cranberries
   from its owned and operated acres for a substantial majority of its fruit
   distribution needs.  Because cranberries are currently in limited supply,
   Northland believes it has a competitive advantage over other independent
   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.  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.  

        Internally Grown and Purchased Supply

             In the fall of 1996 (i.e., fiscal 1997), the Company harvested
   293,000 barrels from 2,107 harvested acres on 24 marshes.  While the
   fiscal 1997 harvest was a record harvest for the Company, production from
   the Company's northern Wisconsin properties was less than expected, due in
   large part to small berry size caused by very cold spring and early summer
   weather.  Since the Company's growing costs are relatively fixed, the
   small berry size resulted in increased cost of goods sold per barrel and
   lower-than-expected profits per barrel in fiscal 1997.    

             The fall 1997 harvest of 417,000 barrels was a record harvest
   for the Company.  The large harvest was due in part to the maturation of
   hybrid high-yield cranberry vines which the Company planted in its
   internal expansion program in prior years, combined with favorable weather
   and overall good growing conditions.

             The Company also purchases raw cranberries from other growers to
   supplement its own harvested crop.  In fiscal 1997, Northland purchased
   approximately 104,000  barrels of cranberries from other independent
   growers.  The Company has entered into multi-year crop purchase contracts
   with 27 independent cranberry growers to purchase all of the cranberries
   harvested from an aggregate of 1,557 planted acres.  None of these
   contracts expires in fiscal 1998.  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. 
   However, there can be no assurance that these existing contracts will be
   renewed upon expiration.

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


   <TABLE>
   <CAPTION>
                                                                   Fiscal Year 

                                       1998             1997            1996            1995             1994
                                 (25 Marshes) (1)   (25 Marshes)    (21 Marshes)    (21 Marshes)     (18 Marshes)

    <S>                                <C>                <C>            <C>              <C>            <C> 
    Total planted acres                  2,548              2,548          2,368            2,257          1,982

    Total acres 
     harvested (2)                       2,243              2,107          1,935            1,813          1,519

    Total barrels of  
     production                        417,000            293,000        287,000          254,000        192,000


   _____________________________

   (1)  Includes data only through November 15, 1997.  

   (2)  Includes only acres which are over 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>


             As a result of existing domestic regulatory constraints on the
   development of wetlands, the Company does not anticipate planting
   significant additional domestic acreage in the near future.  The Company
   intends to continue attempting to increase its internal supply principally
   through pursuing additional marsh property acquisitions and entering into
   additional crop purchase agreements.

        Increasing Internal Supply through Marsh Acquisitions

             Since its inception, Northland has pursued a business strategy
   of aggressively increasing its internal cranberry supply through marsh
   acquisitions.  For the period from immediately prior to its initial public
   stock offering in August 1987 through November 15, 1997, the Company has
   added, through acquisitions or leases, a total of 20 marsh properties. 
   During this period, total planted acreage has increased 656%, from 337
   acres to 2,548 acres, through acquisitions and the Company's internal
   planting program.  In fiscal 1997, the Company acquired two separate marsh
   properties in Wisconsin consisting of a total of 181 planted acres.  These
   acquisitions increased the Company's total planted acreage as of November
   15, 1997 to approximately 2,548 acres on 25 properties, with over 23,000
   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 both domestically and
   internationally.  The Company evaluates potential acquisition
   opportunities and determines a range of potential purchase prices based on
   several factors, including (i) historical and prospective productive
   cranberry yield; (ii) existing and future production expansion potential;
   (iii) the amount, type and condition of equipment being purchased; (iv)
   the type of facilities associated with the operation; (v) existing bog
   management; and (vi) potential synergies with Northland's existing marsh
   locations.

        International Initiatives

             The Company is involved in certain international supply
   initiatives and is exploring certain overseas supply opportunities,
   including an agreement with an Irish state-owned enterprise to conduct
   planting and testing of cranberry vines on marsh acreage in Ireland.  The
   Company has also entered into a multi-year contract with a cranberry
   grower in Chile to purchase 20% of that grower's annual harvested crop;
   however, as a result of difficult growing conditions, the number of
   cranberries produced by this grower has been limited 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 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 1997 of
   $60 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
   $756,699, $737,721 and $1,078,000 of multi-peril crop insurance proceeds
   in fiscal 1997, 1996 and 1995, respectively, and paid multi-peril
   insurance premiums of $872,347, $563,789, and $421,094 in those years
   respectively.

             In fiscal 1997, the Company incorporated Northland Insurance
   Center, Inc., which will assist the Company in procuring insurance against
   certain crop losses.  

                           Processing and Distribution

             Another integral part of the Company's marsh to market strategy
   is its capability to internally process its harvested and purchased
   cranberries.  Cranberries harvested from the Company's marshes or
   purchased from independent suppliers are brought to the Company's 150,000
   square foot receiving station and fresh fruit packaging facility in
   Wisconsin Rapids, Wisconsin.  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 seasons 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 other
   consumer cranberry products are cleaned, sorted and stored in the
   Company's 65,000 square foot freezer facility until they are sent to the
   Company's 16,000 square foot juice pressing and concentrating facility,
   which was constructed in fiscal 1996.  The concentrating facility, which
   is capable of concentrating juice from up to 400,000 barrels of raw
   cranberries annually, processes raw cranberries into concentrate or
   single-strength juice.  Concentrate and single-strength cranberry juice
   are sold to various manufacturers of processed consumer cranberry
   products.  The Company also produces a pre-mixed product formulation (or
   "pre-mix") by formulating single-strength cranberry juice with other fruit 
   juices, which is shipped to co-packers for bottling and packaging of 
   Northland branded juice products.  The Company believes its capability to 
   internally process cranberries increases its ability to control the 
   distribution and sale of its branded juice products and other value-added 
   consumer and industrial cranberry products.

             The Company maintains various co-packing agreements (including
   agreements with two major food manufacturers, Seneca Foods Corporation and
   Sunsweet Growers, Inc.) to formulate and bottle its processed cranberry
   blends in six strategic locations nationwide.  The Company delivers pre-mix
   to these co-packers, who the re-formulate, bottle and package the Company's
   branded juice products for delivery.  The Company's transportation 
   department contracts with independent carriers to distribute the bottled 
   products to various grocery stores and retail outlets.  The Company believes
   that utilizing strategically located co-packers to establish its production/
   distribution network lowers freight and production costs, as well as allows 
   for timely response to customer demands.

                                   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 IRI data, for the 12-weeks ended October 12,
   1997, Ocean Spray products represented approximately 62% of the
   supermarket shelf-stable cranberry beverage market, down from
   approximately 69% for the 12-weeks ended October 6, 1996.  For the four-
   week period ended October 12, 1997, Ocean Spray's market share in this
   category was approximately 60%.  Ocean Spray has significantly greater 
   brand name recognition, marketing and distribution resources than the
   Company.  

        Branded Juice

             The Company's 100% juice cranberry 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% juice cranberry blends are "premium" products competing
   against other cranberry juice products, most of which are made up of much
   less than 100% juice.  For example, Ocean Spray's cranberry juice cocktail
   contains only up to 27% cranberry juice and is otherwise supplemented by
   fructose and water.  Like Ocean Spray, most competitors' juices use sugar
   or corn syrup additives as sweeteners.  The Company believes that its
   premium product formulation provides it with a competitive advantage in
   the retail consumer market for juice products due to the improved quality
   and taste between its 100% juice products and competitors' juices which do
   not contain 100% juice.  The Company fully anticipates that Ocean Spray
   will continue to compete aggresively against Northland's 100% juice
   cranberry blend products, 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 and distribution resources than the
   Company.  There can be no assurance that the Company will be successful in
   competing against Ocean Spray.

        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 seasons.  The Company intends to continue to compete
   in the fresh cranberry market by continuing to sell Northland brand fresh
   cranberries, primarily in the United States, at competitive prices.  Ocean
   Spray has significantly more experience in the sale of branded fresh
   cranberries, substantially greater brand name recognition and
   substantially greater marketing and distribution 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

             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.  There can be no assurance that the Company
   will be successful in competing directly or indirectly against certain
   major independent processors.  However, the Company believes that its
   processing capabilities and 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.  The Company intends to compete aggressively
   based on product pricing to initiate sales of its private label products
   in fiscal 1998.  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 other private label products of
   existing suppliers, or the similar branded products of Ocean Spray or
   others.


        Raw Cranberries

             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.  Principal competitive factors in the purchase of raw
   cranberries include price, organizational loyalty and tradition.  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.  Additionally, in recent years, efforts have been made
   to grow cranberries in locations outside of North America.  There can be
   no assurance that cranberry production outside of North America will not
   become significant over the longer term.

        Industrial Cranberry Products

             The Company also competes for the sale of cranberry concentrate,
   single-strength cranberry juice and frozen whole and sliced cranberries to
   industrial customers, such as food processors and food service companies.
   Cranberry concentrate is currently Northland's principal industrial
   product in terms of sales volume and potential.  The Company's industrial
   customer base includes several major food processing firms.  The Company
   believes its position as the world's largest single cranberry grower and
   its ability to internally process raw cranberries allows it to offer a
   reliable supply of high quality, competitively priced cranberry products
   to its industrial customers.  


                                   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 it is currently unlikely
   that 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 1998.

             One 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, 1997, 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.

             Proposed regulations were recently approved by the Wisconsin
   Department of Natural Resources ("DNR") to amend portions of the Wisconsin
   Administrative Code to lessen the DNR's scrutiny associated with obtaining
   DNR approval for the development of cranberry marshes in wetlands.  The
   proposed amendments to the regulations are currently pending before a
   committee of the Wisconsin Legislature, and it is uncertain whether these
   proposed regulations will ultimately take effect.  The enactment of these
   proposed regulations in their current form could relax the standards and
   procedures for obtaining state water quality certification to conduct
   activities in wetlands pursuant to a federal permit.  However, as a result
   of the continued federal restrictions on wetland development and the long
   lead-time associated with the planting and maturation of cranberry vines,
   the Company does not expect the proposed regulations, even if adopted in
   their current form, to materially affect the supply of cranberries in
   Wisconsin in the near term.

             The Cranberry Marketing Committee of the United States
   Department of Agriculture (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 CMC 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.

             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 prior to fiscal 1997 had been extremely
   seasonal because the Company's historical results of operations had been
   significantly dependent upon the results of the Company's annual harvest. 
   The successful implementation of the Company's marsh to market strategy is
   expected to help reduce the extreme seasonality of its business, although
   the Company expects sales of its juice and fresh fruit to experience
   seasonal increases during the traditional Thanksgiving and Christmas
   holiday seasons.

                             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, including water
   and sand, from resources 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% juice cranberry blends
   continue to grow in market share and distribution.

             Northland 100% juice cranberry blends utilize proprietary flavor
   formulations.  The Company attempts to ensure the confidentiality of these
   formulations by shipping pre-mix to co-packers and by requiring its co-
   packers to enter into confidentiality agreements.

                                    Employees

             As of August 31, 1997, the Company had 203 full-time employees,
   as compared to 141 as of August 31, 1996.  The Company also hired
   approximately 109 additional seasonal workers during the 1997 crop
   cultivation season.  In addition to the seasonal employees hired for
   cultivating cranberries, the Company hired approximately 335 seasonal
   workers to harvest the Company's crop and approximately 142 seasonal
   employees to operate the Company's cranberry processing and packaging
   facility from September through December 1996.  The Company also had 20
   full-time employees in sales and marketing as of August 31, 1997,
   compared to 11 as of August 31, 1996.  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 10,000 square foot building and recently
   purchased a 40,000 square foot building, both in Wisconsin Rapids, which
   are 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 owns a 16,000 square foot juice concentrating
   facility adjacent to the Company's current plant site in Wisconsin Rapids. 
   The juice concentrating facility provides Northland with the capacity to
   concentrate over 400,000 barrels of cranberries annually. 

             The Company owns a 49,000 square foot cranberry receiving
   station located on a 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 25 cranberry marshes as of November 15, 1997. All of the
   Company's marshes are owned in fee simple or leased as indicated below,
   subject to mortgages (except for its Dandy Creek, Nantucket and Hills
   Division Marshes and one of the two marshes in each of the Associate and
   Crawford Creek Divisions).  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 on site or in close proximity to the site which serves
   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.

                                           November 15, 1997          Calendar
                                                                        Year
                                        Approximate   Approximate     Acquired
    Marsh Division Name and Location    Marsh Acres   Planted Acres   or Leased

    Associates Division (two marshes),
     Jackson County, Wisconsin  . . . . .    4,198       159           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       212           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  . . . . . . . . . . . . . .   23,207     2,548
                                            ======    ======


   Item 3.        Legal Proceedings.

             As of the date hereof, the Company is not 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 1997.

                        Executive Officers of the Company

             As of November 15, 1997, 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           49        Chairman of the Board and
                                         Chief Executive Officer

    Jerold D. Kaminski         41        President and Chief Operating
                                         Officer

    Robert E. Hawk             42        Executive Vice President and 
                                         President of Wildhawk, Inc.

    John A. Pazurek            48        Vice President - Finance,
                                         Treasurer and 
                                         Chief Financial Officer

    William J. Haddow          49        Vice President - Purchasing,
                                         Transportation and Budget

    Steven E. Klus             51        Vice President - Manufacturing

    David J. Lukas             55        Vice President - Administration
                                         and Corporate Secretary

    John Stauner               35        Vice President - Agricultural
                                         Operations

    John S. Wilson             47        Vice President - East Coast 


        Mr. Swendrowski originally founded the Company in May 1987 and served
   as President and Chief Executive Officer from May 1987 to June 1997.  Mr.
   Swendrowski continues to serve as Chairman of the Board and Chief
   Executive Officer and allowed Mr. Kaminski to assume the position of
   President in June 1997 upon Mr. Kaminski's joining the Company.

        Mr. Kaminski joined the Company on June 2, 1997 as its President and
   Chief Operating Officer in order to oversee the continued implementation
   of the Company's marsh-to-market strategy, particularly marketing and
   sales of the Northland brand.  Prior to joining the Company, he served as
   the Director of Marketing for the Food Service Division of General Mills
   Corporation since September 1993.  Prior thereto, Mr. Kaminski served as
   Marketing Director of the Gold Medal Division of General Mills Corporation
   from September 1991 to September 1993 and as Marketing Manager of the Gold
   Medal Division of General Mills Corporation from February 1989 to
   September 1991.  Mr. Kaminski has been a director of the Company since
   1994.  Prior to appointment to his current positions with the Company, Mr.
   Kaminski served as a member of both the Audit Committee and the
   Compensation Committee of the Board of Directors.

        Mr. Hawk was appointed Executive Vice President in October 1996. 
   Prior to that, Mr. Hawk served as the Company's Vice President - Sales,
   Marketing and Special Projects since January 1993, and prior thereto he
   served as Vice President - Operations since January 1989.

        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. 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. 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. 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.

             All share data appearing in the table below 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 its Class A
   Common Stock.

              Sale Price Range of Class A Common Stock (1)

                   First        Second        Third       Fourth
                  Quarter       Quarter      Quarter      Quarter

                   Fiscal Year Ended August 31, 1997

    High          $25.25        $27.50       $20.75      $19.25

    Low           $15.25        $17.00        $8.88      $12.69

                   Fiscal Year Ended August 31, 1996

    High          $10.00        $11.00       $14.63      $18.13

    Low            $7.25         $8.50        $9.88      $13.38
   _______________

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

             On November 25, 1997, there were approximately 9,181 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 25, 1997, the last sale price of shares
   of Class A Common Stock was $14.1875 per share.

   Item 6.   Selected Financial Data.

             Pursuant to Instruction G, the information required by this Item
   is incorporated herein by reference from information included under the
   caption entitled "Selected Financial Data" set forth in the Company's 1997
   Annual Report to Shareholders (the "Annual Report").

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

             Pursuant to Instruction G, the information required by this item
   is incorporated herein by reference from information included under the
   caption entitled "Management's Discussion and Analysis of Results of
   Operations and Financial Condition" set forth in the Annual Report.

   Item 8.   Financial Statements and Supplementary Data.

             Pursuant to Instruction G, the Consolidated Balance Sheets of
   the Company as of August 31, 1997 and 1996, the Consolidated Statements of
   Operations, Cash Flows and Shareholders' Equity for the years ended August
   31, 1997 and 1996, March 31, 1995 and five-month transition period ended
   August 31, 1995, together with the related Notes to Consolidated Financial
   Statements (including supplementary financial data), are incorporated
   herein by reference from information included under the captions having
   substantially the same titles as set forth in the Annual Report.


   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 1998
   annual meeting of shareholders filed with the Commission pursuant to
   Regulation 14A on November 25, 1997 ("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 Transactions" in the Proxy Statement.


                                     PART IV


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

             (a)  The following documents are filed as part of this Form 10-K:

                                                    Page Reference
                                                     1997 Annual
                                                        Report
    1.  Financial Statements                       to Shareholders

    Consolidated Balance Sheets as of August 31,
    1997 and 1996                                         19

    Consolidated Statements of Operations, Cash
    Flows and Shareholders' Equity for the
    fiscal years ended August 31, 1997 and 1996
    and March 31, 1995 and the five month
    transition period ended August 31, 1995             20-22

    Notes to Consolidated Financial Statements          22-28

    Independent Auditors' Report                          18


             All other schedules have been omitted as not required or not
   applicable or the information required to be shown thereon is included in
   the financial statements and related notes.

          3.  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
                  1997.

  ___________
   *    Exhibits to this Form 10-K, including long-term debt instruments
        disclosed in Exhibit 4.5, 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, Chief
        Financial Officer, Northland Cranberries, Inc., 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 26, 1997      By:  /s/ John Swendrowski                
                                      John Swendrowski
                                      Chairman of the Board and
                                        Chief Executive Officer


             Pursuant to the requirements of the Securities Exchange Act of
   1934, as amended, this report has been signed on November 26, 1997 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
        Chairman of the Board,                 President, Chief Operating
        Chief Executive Officer                Officer and Director
        and Director

   By:  /s/ John 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

   By:  /s/ Pat Richter   
        Pat Richter
        Director

   <PAGE>

                                  EXHIBIT INDEX


    EXHIBIT NO.                          DESCRIPTION

     3.1          Articles of Incorporation, as amended, dated January 8,
                  1997.  [Incorporated by reference to Exhibit 3.4 to the
                  Company's Form 10-K for the fiscal year ended August 31,
                  1996.]

     3.2          Amendment to the By-Laws of the Company, dated October
                  21, 1997.

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

     4.1          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.]

     4.2          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.]

     4.3          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.]

     4.4          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.]

     4.5          Amended and Restated Credit Agreement, dated October 3,
                  1997, between the Company and Harris Trust & Savings
                  Bank.

     4.6          Revolving Credit Note, dated October 3, 1997, by the
                  Company in favor of Harris Trust & Savings Bank. 

     4.7          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.]

     4.8          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.]

     4.9          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.]

     4.10         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.]

     4.11         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.]

                  Other than as set forth in Exhibits 4.1 through 4.11,
                  the Company has numerous instruments which define the
                  rights of holders of long-term debt.  These instruments,
                  primarily security agreements and mortgages, were
                  entered into in connection with debt financing provided
                  by Harris Trust & Savings Bank, and are disclosed in the
                  Amended and Restated Credit Agreement filed as Exhibit
                  4.5 to this Form 10-K.  The Company will furnish a copy
                  of any of such instruments to the Commission upon
                  request.

    *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. 
                  [Incorporated by reference to Exhibit 10.3 to the
                  Company's Form 10- K for the fiscal year ended August
                  31, 1996.]

    *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.  [Incorporated by reference to
                  Exhibit 10.7 to the Company's Form 10-K for the fiscal
                  year ended August 31, 1996.]

     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        Employment and Severance Agreement, dated as of June 2,
                  1997, between the Company and Jerold D. Kaminski.

    *10.12        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. 1997 Incentive Bonus Plan.

    *10.14        Northland Cranberries, Inc. 1998 Incentive Bonus Plan.

     13           Portions of the 1997 Annual Report to Shareholders
                  expressly incorporated by reference into this Form 10-K.

     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 1998 annual
                  meeting of shareholders scheduled to he held on January
                  7, 1998 (previously filed with the Commission under
                  Regulation 14A on November 25, 1997 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.




                     Amendment to the By-Laws of the Company

        Pursuant to a resolution of the Board of Directors of the Company,
   dated October 21, 1997, the By-Laws of the Company were amended by
   changing the last sentence of Section 3.01 to read as follows:

        The number of directors of the corporation shall be eight.





                                          Amended Effective October 21, 1997









                                     BYLAWS

                                       OF

                           NORTHLAND CRANBERRIES, INC.
                            (a Wisconsin corporation)





   <PAGE>



                               ARTICLE I.  OFFICES


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

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

                            ARTICLE II.  SHAREHOLDERS

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

                        ARTICLE III.  BOARD OF DIRECTORS

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

                              ARTICLE IV.  OFFICERS

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

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

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

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

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

             4.06 Chairman of the Board.  The Chairman of the Board, if one
   be chosen by the Board of Directors, shall preside at all meetings of the
   Board of Directors and of the shareholders and shall perform all duties
   incident to the office of the Chairman of the Board of the corporation and
   such other duties as may be prescribed by the Board of Directors from time
   to time.

             4.07 Chief Executive Officer.  The Board of Directors shall from
   time to time designate the Chairman of the Board, if any, or the President
   of the corporation as the Chief Executive Officer of the corporation.  The
   President shall be the Chief Executive Officer whenever the office of
   Chairman of the Board of the corporation is vacant.  Subject to the
   control of the Board of Directors, the Chief Executive Officer shall in
   general supervise and control all of the business and affairs of the
   corporation.  He or she shall have authority, subject to such rules as may
   be prescribed by the Board of Directors, to appoint and remove such agents
   and employees of the corporation as he or she shall deem necessary to
   prescribe their powers, duties and compensation, and to delegate authority
   to them.  He or she shall have authority to sign, execute and acknowledge,
   on behalf of the corporation, all deeds, mortgages, securities, contracts,
   leases, reports, and all other documents or other instruments necessary or
   proper to be executed in the course of the corporation's regular business,
   or which shall be authorized by resolution of the Board of Directors; and,
   except as otherwise provided by law or the Board of Directors, he or she
   may authorize any elected President, Vice President or other officer or
   agent of the corporation to sign, execute and acknowledge such documents
   or instruments in his or her place and stead.  In general, he or she shall
   perform all duties incident to the office of Chief Executive Officer of
   the corporation and such other duties as may be prescribed by the Board of
   Directors from time to time.

             4.08 President.  Unless the Board of Directors otherwise
   provides, in the absence of the Chairman of the Board or in the event of
   his or her inability or refusal to act, or in the event of a vacancy in
   the office of the Chairman of the Board, the President shall perform the
   duties of the Chairman of the Board, and when so acting shall have all the
   powers of and be subject to all the restrictions upon the Chairman of the
   Board.  Unless the Board of Directors otherwise provides, in the absence
   of the Chief Executive Officer or in the event of his or her inability or
   refusal to act, or in the event of a vacancy in the office of the Chief
   Executive Officer, the President shall perform the duties of the Chief
   Executive Officer, and when so acting shall have all the powers of and be
   subject to all the restrictions upon the Chief Executive Officer.  The
   President shall have authority, subject to such rules as may be prescribed
   by the Board of Directors, to appoint such agents and employees of the
   corporation as he or she shall deem necessary, to prescribe their powers,
   duties and compensation, and to delegate authority to them.  He or she
   shall have authority to sign, execute and acknowledge, on behalf of the
   corporation, all deeds, mortgages, bonds, stock certificates, contracts,
   leases, reports and all other documents or instruments necessary or proper
   to be executed in the course of the corporation's regular business, or
   which shall be authorized by resolution of the Board of Directors; and,
   except as otherwise provided by law or the Board of Directors, he or she
   may authorize any Vice President or other officer or agent of the
   corporation to sign, execute and acknowledge such documents or instruments
   in his or her place and stead.  In general he or she shall perform all
   duties incident to the office of the President and such other duties as
   may be prescribed by the Board of Directors from time to time.

             4.09 Chief Operating Officer. The Chief Operating Officer shall,
   subject to the direction of the Board of Directors and the Chief Executive
   Officer, in general supervise and control the day-to-day business
   operations of the corporation.  He or she shall have authority, subject to
   such rules as may be prescribed by the Board of Directors, to sign,
   execute and acknowledge, on behalf of the corporation, all deeds,
   mortgages, bonds, stock certificates, contracts, leases, reports and all
   other documents or instruments necessary or proper to be executed in the
   course of the corporation's regular business, or which shall be authorized
   by resolution of the Board of Directors; and, except as otherwise provided
   by law or the Board of Directors, he or she may authorize any Vice
   President or other officer or agent of the corporation to sign, execute
   and acknowledge such documents or instruments in his or her place and
   stead.  In general he or she shall perform all duties incident to the
   office of the Chief Operating Officer and such other duties as may be
   prescribed by the Board of Directors from time to time.

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

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

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

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

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

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

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

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

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

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

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

            ARTICLE VI.  CERTIFICATES FOR SHARES; TRANSFER OF SHARES

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

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

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

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

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

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

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

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

                               ARTICLE VII.  SEAL

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

                         ARTICLE VIII.  INDEMNIFICATION

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

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

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

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

             (d)  "Breach of Duty" shall mean the Director or Officer
   breached or failed to perform his or her duties to the Corporation and his
   or her breach of or failure to perform those duties is determined, in
   accordance with Section 8.04, to constitute misconduct under Section
   180.0851(2) (a) 1, 2,3 or 4 of the Statute.

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

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

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

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

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

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

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

             8.03.     Procedural Requirements.

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

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

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

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

             8.04.     Determination of Indemnification.

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

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

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

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

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

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

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

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

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

             8.05.     Mandatory Allowance of Expenses.

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

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

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

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

             8.06 Indemnification and Allowance of Expenses of Certain
   Others.

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

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

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

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

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

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

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

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

                       ARTICLE IX.  CONFLICTS OF INTEREST

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

                             ARTICLE X.  AMENDMENTS

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

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

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




                      Amended and Restated Credit Agreement
                                     Between
                           Northland Cranberries, Inc.
                                       and
                          Harris Trust and Savings Bank
                           Dated as of October 3, 1997



   <PAGE>


                                Table of Contents

   Section                         Description                           Page


   SECTION 1.       THE CREDITS  . . . . . . . . . . . . . . . . . . . .    1
        Section 1.1.   The Revolving Credit  . . . . . . . . . . . . . .    1
        Section 1.2.   The Term Credit . . . . . . . . . . . . . . . . .    2
        Section 1.3.   Obligations Several and Not Joint . . . . . . . .    3
        Section 1.4.   Manner of Borrowing . . . . . . . . . . . . . . .    3
        Section 1.5.   Letters of Credit . . . . . . . . . . . . . . . .    4
        Section 1.6.   Reimbursement Obligation  . . . . . . . . . . . .    5

   SECTION 2.       INTEREST . . . . . . . . . . . . . . . . . . . . . .    5
        Section 2.1.   Options . . . . . . . . . . . . . . . . . . . . .    5
        Section 2.2.   Domestic Rate Portion . . . . . . . . . . . . . .    5
        Section 2.3.   LIBOR Portions  . . . . . . . . . . . . . . . . .    6
        Section 2.4.   Offered Rate Portions . . . . . . . . . . . . . .    6
        Section 2.5.   Computation . . . . . . . . . . . . . . . . . . .    7
        Section 2.6.   Minimum Amounts . . . . . . . . . . . . . . . . .    7
        Section 2.8.   Change of Law . . . . . . . . . . . . . . . . . .    8
        Section 2.9.   Unavailability of Deposits or Inability to
                       Ascertain the Adjusted LIBOR Rate . . . . . . . .    8
        Section 2.10.  Taxes and Increased Costs . . . . . . . . . . . .    8
        Section 2.11.  Funding Indemnity . . . . . . . . . . . . . . . .    9
        Section 2.12.  Lending Branch  . . . . . . . . . . . . . . . . .   10
        Section 2.13.  Discretion of Bank as to Manner of Funding  . . .   10

   SECTION 3.       FEES, PAYMENTS, REDUCTIONS, APPLICATIONS AND
        NOTATIONS  . . . . . . . . . . . . . . . . . . . . . . . . . . .   10
        Section 3.1.   Commitment Fees . . . . . . . . . . . . . . . . .   10
        Section 3.2.   Voluntary Prepayments . . . . . . . . . . . . . .   10
        Section 3.3.   Mandatory Prepayments . . . . . . . . . . . . . .   11
        Section 3.4.   Terminations  . . . . . . . . . . . . . . . . . .   11
        Section 3.5.   Place and Application . . . . . . . . . . . . . .   12
        Section 3.6.   Notations and Requests  . . . . . . . . . . . . .   13
        Section 3.7.   Capital Adequacy  . . . . . . . . . . . . . . . .   13

   SECTION 4.       THE COLLATERAL . . . . . . . . . . . . . . . . . . .   14
        Section 4.1.   Collateral  . . . . . . . . . . . . . . . . . . .   14
        Section 4.2.   Further Assurances  . . . . . . . . . . . . . . .   15

   SECTION 5.       REPRESENTATIONS AND WARRANTIES . . . . . . . . . . .   15
        Section 5.1.   Organization; Authority; Non-Contravention  . . .   15
        Section 5.2.   Subsidiaries  . . . . . . . . . . . . . . . . . .   15
        Section 5.3.   Financial Statements  . . . . . . . . . . . . . .   15
        Section 5.4.   Litigation; Taxes; Consents . . . . . . . . . . .   16
        Section 5.5.   Regulation U  . . . . . . . . . . . . . . . . . .   16
        Section 5.6.   No Default  . . . . . . . . . . . . . . . . . . .   16
        Section 5.7.   ERISA . . . . . . . . . . . . . . . . . . . . . .   16
        Section 5.8.   Security Interests and Debt . . . . . . . . . . .   16
        Section 5.9.   Accurate Information  . . . . . . . . . . . . . .   16
        Section 5.10.  Enforceability  . . . . . . . . . . . . . . . . .   17
        Section 5.11.  No Default Under Other Agreements . . . . . . . .   17
        Section 5.12.  Status Under Certain Laws . . . . . . . . . . . .   17
        Section 5.13.  Compliance with Laws  . . . . . . . . . . . . . .   17

   SECTION 6.       CONDITIONS PRECEDENT . . . . . . . . . . . . . . . .   18
        Section 6.1.   All Advances  . . . . . . . . . . . . . . . . . .   18

   SECTION 7.       COMPANY COVENANTS  . . . . . . . . . . . . . . . . .   18
        Section 7.1.   Maintenance of Property . . . . . . . . . . . . .   18
        Section 7.2.   Taxes . . . . . . . . . . . . . . . . . . . . . .   18
        Section 7.3.   Maintenance of Insurance  . . . . . . . . . . . .   19
        Section 7.4.   Financial Reports . . . . . . . . . . . . . . . .   19
        Section 7.5.   Inspection  . . . . . . . . . . . . . . . . . . .   20
        Section 7.6.   Consolidation and Merger  . . . . . . . . . . . .   20
        Section 7.7.   Transactions with Affiliates  . . . . . . . . . .   20
        Section 7.8.   Minimum Net Worth . . . . . . . . . . . . . . . .   20
        Section 7.9.   Fixed Charge Coverage Ratio . . . . . . . . . . .   21
        Section 7.10.  Funded Debt to Net Worth Ratio  . . . . . . . . .   21
        Section 7.11.  Net Income  . . . . . . . . . . . . . . . . . . .   21
        Section 7.12.  Liens . . . . . . . . . . . . . . . . . . . . . .   21
        Section 7.13.  Borrowings and Guaranties . . . . . . . . . . . .   22
        Section 7.14.  Investments, Loans, Advances and Acquisitions . .   23
        Section 7.15.  Sale of Property  . . . . . . . . . . . . . . . .   24
        Section 7.16.  Distributions . . . . . . . . . . . . . . . . . .   24
        Section 7.17.  Notice of Suit or Adverse Change in Business  . .   25
        Section 7.18.  ERISA . . . . . . . . . . . . . . . . . . . . . .   25
        Section 7.19.  Use of Proceeds . . . . . . . . . . . . . . . . .   25
        Section 7.20.  Subsidiaries  . . . . . . . . . . . . . . . . . .   25
        Section 7.21.  Additional Capital  . . . . . . . . . . . . . . .   25
        Section 7.22.  Capital Expenditures  . . . . . . . . . . . . . .   26

   SECTION 8.       EVENTS OF DEFAULT AND REMEDIES . . . . . . . . . . .   26
        Section 8.1.   Events of Default Defined . . . . . . . . . . . .   26
        Section 8.2.   Remedies for Non-Bankruptcy Defaults  . . . . . .   27
        Section 8.3.   Remedies for Bankruptcy Defaults  . . . . . . . .   28
        Section 8.4.   Collateral for Undrawn L/Cs . . . . . . . . . . .   28

   SECTION 9.       DEFINITIONS  . . . . . . . . . . . . . . . . . . . .   28

   SECTION 10.      MISCELLANEOUS  . . . . . . . . . . . . . . . . . . .   35
        Section 10.1.  Holidays  . . . . . . . . . . . . . . . . . . . .   35
        Section 10.2.  No Waiver, Cumulative Remedies  . . . . . . . . .   36
        Section 10.3.  Waivers, Modifications and Amendments . . . . . .   36
        Section 10.4.  Costs and Expenses  . . . . . . . . . . . . . . .   36
        Section 10.5.  Stamp Taxes . . . . . . . . . . . . . . . . . . .   36
        Section 10.6.  Survival of Representations . . . . . . . . . . .   37
        Section 10.7.  Construction  . . . . . . . . . . . . . . . . . .   37
        Section 10.8.  Accounting Principles . . . . . . . . . . . . . .   37
        Section 10.9.  Addresses for Notices . . . . . . . . . . . . . .   37
        Section 10.10. Headings  . . . . . . . . . . . . . . . . . . . .   37
        Section 10.11. Severability of Provisions  . . . . . . . . . . .   37
        Section 10.12. Counterparts  . . . . . . . . . . . . . . . . . .   37
        Section 10.13. Binding Nature, Governing Law, Etc. . . . . . . .   38
        Section 10.14. Rights of Participants  . . . . . . . . . . . . .   38

   Signature Page                                                          39


   Exhibit A Revolving Credit Note
   Exhibit B-1      Term Credit Note One
   Exhibit B-2      Term Credit Note Two
   Exhibit B-3      Term Credit Note Three
   Exhibit C L/C Agreement
   Exhibit D Opinion of Counsel
   Exhibit E Compliance Certificate

   Schedule 7.12 - Permitted Liens

   <PAGE>

        Northland Cranberries, Inc. Amended and Restated Credit Agreement

   Harris Trust and Savings Bank
   Chicago, Illinois
   Gentlemen:

               The undersigned, Northland Cranberries, Inc., a Wisconsin
   corporation (the "Company") refers to the Credit Agreement dated as of
   August 31, 1994, as amended and currently in effect between the Company
   and you (such secured credit agreement as so amended is hereinafter
   referred to as the "Credit Agreement") pursuant to which you agreed to
   make a revolving credit (the "Revolving Credit"), a Term Credit (the "Term
   Credit") and an Acquisition Credit (the "Acquisition Credit") available to
   the Company, all as more fully set forth therein.  You are hereinafter
   referred to as the "Bank".  The Company requests you to make certain
   further amendments to the Credit Agreement and, for the sake of
   convenience and clarity, to restate the Credit Agreement in its entirety
   as so amended.  Accordingly, upon your acceptance hereof in the space
   provided for that purpose below and upon satisfaction of the conditions
   precedent to effectiveness hereinafter set forth, Sections 1 through 10 of
   the Credit Agreement and Exhibits A, C, D and E thereto shall be amended
   and as so amended shall be restated in their entirety to read as follows:

   SECTION 1.  THE CREDITS.

               Section 1.1.   The Revolving Credit.  (a)  Subject to all of
   the terms and conditions hereof, the Bank agrees to extend a Revolving
   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 Revolving Credit Termination
   Date.  The Revolving Credit may be utilized by the Company in the form of
   loans (individually a "Revolving Credit Loan" and collectively the
   "Revolving Credit Loans") and L/Cs (as hereinafter defined), provided that
   the aggregate amount of the Revolving Credit Loans and Reimbursement
   Obligations (as hereinafter defined) and the maximum amount available to
   be drawn under all L/Cs outstanding at any one time shall not exceed
   $75,000,000 (the "Revolving Credit Commitment").

               Each Revolving Credit Loan shall be in a minimum amount of
   $100,000 or any greater amount that is an integral multiple of $50,000. 
   All Revolving Credit Loans shall be evidenced by a Revolving Credit Note
   of the Company (the "Revolving Credit Note") payable to the order of the
   Bank in the amount of its Revolving Credit Commitment, such Revolving
   Credit Note to be in the form attached hereto as Exhibit A.  Without
   regard to the face principal amount of the Revolving Credit Note, the
   actual principal amount at any time outstanding and owing by the Company
   on account thereof during the period ending on the Revolving Credit
   Termination Date shall be the sum of all advances then or theretofore made
   thereon less all principal payments actually received thereon during such
   period.

               (b)  At any time not earlier than 16 months prior to, nor
   later than 15 months prior to, the Revolving Credit Termination Date then
   in effect, the Company may request that the Bank extend such Revolving
   Credit Termination Date to the date one year from such Revolving Credit
   Termination Date.  At any time more than 30 days before such Revolving
   Credit Termination Date the Bank may propose, by written notice to the
   Company, an extension of this Agreement to such later date on such terms
   and conditions as the Bank may then require.  If the extension of this
   Agreement to such later date is acceptable to the Company on the terms and
   conditions proposed by the Bank, the Company shall notify the Bank of its
   acceptance no sooner than 30 days and no later than 15 days before the
   Revolving Credit Termination Date, and such later date will become the
   Revolving Credit Termination Date hereunder and this Agreement shall
   otherwise be amended in the manner described in the Bank's notice
   proposing the extension of this Agreement upon the Bank's receipt of (i)
   an amendment to this Agreement signed by the Company and the Bank, (ii)
   resolutions of the Company's Board of Directors authorizing such extension
   and (iii) an opinion of counsel to the Company equivalent in form and
   substance to the form of opinion attached hereto as Exhibit D and
   otherwise acceptable to the Banks.  The Bank may further offer to extend
   the Revolving Credit Termination Date before any such later scheduled
   Revolving Credit Termination Date in the same manner as set forth above
   for the initial Revolving Credit Termination Date.

               Section 1.2.   The Term Credit.  Subject to all of the terms
   and conditions hereof, the Bank agrees to make the Term Credit available
   to the Company in three separate facilities - Term Loan One, Term Loan Two
   and Term Loan Three.

               (a)  Term Loan One.  Subject to all of the terms and
   conditions hereof, the Bank agrees to make a loan (the "Term Loan One") to
   the Company under the Term Credit in the amount of $4,600,000.  The Term
   Loan One shall be made in a single advance by no later than the close of
   business in Chicago, Illinois on June 6, 1995, at which time the
   commitment of the Bank to make the Term Loan One (the "Term One
   Commitment") shall expire.  The Term Loan One shall be evidenced by a Term
   Credit Note One of the Company (the "Term Credit Note One") payable to the
   order of the Bank in the amount of $4,600,000, such Term Credit Note One
   to be in the form attached hereto as Exhibit B-1.  The Term Credit Note
   One shall be expressed to mature in semi-annual installments of principal,
   commencing on November 30, 1995 and continuing on the last day of each
   November and May occurring thereafter to and including May 31, 2000, with
   each installment to be in the amount of $460,000.

               (b)  Term Loan Two.  Subject to all of the terms and
   conditions hereof, the Bank agrees to make a loan (the "Term Loan Two") to
   the Company under the Term Credit in the amount of $4,000,000.  The Term
   Loan Two shall be made in four advances of $1,000,000 each by no later
   than the close of business in Chicago, Illinois on June 5, 1996, at which
   time the commitment of the Bank to make the Term Loan Two (the "Term Two
   Commitment") shall expire.  The Term Loan Two shall be evidenced by a Term
   Credit Note Two of the Company (the "Term Credit Note Two") payable to the
   order of the Bank in the amount of $4,000,000 such Term Credit Note Two to
   be in the form attached hereto as Exhibit B-2.  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)  Term Loan Three.  Subject to all of the terms and
   conditions hereof, the Bank agrees to make a loan (the "Term Loan Three")
   to the Company under the Term Credit in the amount of $10,500,000.  The
   Term Loan Three shall be made in a single advance by no later than the
   close of business in Chicago, Illinois on November 30, 1995, at which time
   the commitment of the Bank to make the Term Loan Three (the "Term Three
   Commitment") shall expire.  The Term Loan Three shall be evidenced by a
   Term Credit Note Three of the Company (the "Term Credit Note Three")
   payable to the order of the Bank in the amount of $10,500,000 such Term
   Credit Note Three to be in the form attached hereto as Exhibit B-3 with
   all blanks appropriately completed.  The Term Credit Note Three shall be
   expressed to mature in semi-annual installments of principal, commencing
   on December 31, 1995 and continuing on the last day of each and every June
   and December thereafter with a final installment payable on June 30, 2000,
   with the first nine (9) installments to be in the amount of $525,000 and
   with the final installment to be in the amount of $5,775,000.

               Section 1.3.   Obligations Several and Not Joint.  The failure
   of one or more Participants to lend in accordance with its Participation
   Percentage (as defined in the Participation Agreement) shall not relieve
   the Bank or the other Participant(s) of their obligations to the Company
   (including without limitation their obligation to lend), but neither the
   Bank nor any Participant shall be obligated to lend in excess of its
   Participation Percentage (as defined in the Participation Agreement).  The
   Participation Agreement shall not be modified, amended or restated without
   the prior written consent of the Company.

               Section 1.4.   Manner of Borrowing.  The Company shall notify
   the Bank (which may be written or oral, but which must be given prior to
   11:00 a.m. (Chicago time)) of the date (which may, subject to the
   immediately preceding parenthetical, be the date on which such notice is
   given) upon which it requests that any advance be made to it under the
   Revolving Credit Commitment and of the date it requests any Term Loan be
   made to it, specifying the amount of each such loan.  Subject to all of
   the terms and conditions hereof, the proceeds of each advance shall be
   made available to the Company at the office of the Bank in Chicago and in
   funds there current.  Each loan shall initially constitute part of a
   Domestic Rate Portion except to the extent the Company has otherwise
   timely elected, all as provided in Section 2 hereof.

               Section 1.5.   Letters of Credit.  (a)  Generally.  Subject to
   all the terms and conditions hereof, at the Company's request the Bank may
   in its discretion issue letters of credit (an "L/C" and collectively the
   "L/Cs") for the account of the Company subject to availability under the
   Revolving Credit.  Each L/C shall be issued pursuant to an application and
   agreement for letter of credit (the "L/C Agreement") in the form of
   Exhibit C hereto.  The L/Cs shall consist of standby and trade letters of
   credit; provided that the aggregate undrawn face amount of the L/Cs plus
   the amount of all unpaid Reimbursement Obligations shall not at any time
   exceed $5,000,000.  Each L/C shall have an expiry date not more than one
   year from the date of issuance thereof (but in no event later than the
   Revolving Credit Termination Date).  The amount available to be drawn
   under each L/C issued pursuant hereto shall be deducted from the credit
   otherwise available under the Revolving Credit.  In consideration of the
   issuance of L/Cs the Company agrees to pay to the Bank (i) a fee (the "L/C
   Issuance Fee") in the amount equal to one-eighth of one percent (0.125%)
   of the face amount of each L/C issued hereunder, payable on the date of
   issuance of each L/C hereunder and on the date of each extension, if any,
   of the expiry date of each L/C, (ii) a participation fee (the "L/C
   Participation Fee") in an amount per annum equal to the Applicable Margin
   for LIBOR Portions of Revolving Credit Loans of the undrawn face amount of
   each L/C issued hereunder, payable quarterly in arrears on the last day of
   each February, May, August and November, and (iii) and such drawing,
   negotiation, amendment and other administrative fees in connection with
   each L/C as may be established by the Bank from time to time and
   applicable generally to letters of credit issued by the Bank (the "L/C
   Administrative Fee"), payable on the date of issuance of each L/C
   hereunder and on the date required by the Bank.  The Bank will use its
   best efforts to provide the Company thirty days prior notice of any
   changes to the L/C Administrative Fees, however, the Bank's failure to
   provide such notice to the Company shall in no way relieve the Company of
   its obligation to pay such Fees.

               (b)  Fees, Funding, Reimbursement, Etc.  Notwithstanding
   anything contained in any L/C Agreement to the contrary:  (i) the Company
   shall pay fees in connection with each L/C as set forth in Section 1.5(a)
   hereof, (ii) except for the Collateral and as otherwise provided in
   Section 3.4(a) hereof, in the absence of an Event of Default, the Bank
   will not call for the funding by the Company of any amount under an L/C
   issued for the Company's account, or for any other form of collateral
   security for the Company's obligations in connection with such L/C, before
   being presented with a drawing thereunder, and (iii) if the Bank is not
   timely reimbursed for the amount of any drawing under an L/C on the date
   such drawing is paid, the Company's obligation to reimburse the Bank for
   the amount of such drawing shall bear interest at the default rate
   specified in Section 2.2 hereof.  If the Bank issues any L/C with an
   expiration date that is automatically extended unless the Bank gives
   notice that the expiration date will not so extend beyond its then
   scheduled expiration date, the Bank will give such notice of non-renewal
   before the time necessary to prevent such automatic extension if before
   such required notice date (i) the expiration date of such L/C if so
   extended would be after the Revolving Credit Termination Date, or (ii) the
   Bank's Revolving Credit Commitment has been terminated.

               Section 1.6.   Reimbursement Obligation.  The Company is
   obligated, and hereby unconditionally agrees, to pay in immediately
   available funds to the Bank each draft drawn and presented under an L/C
   issued by the Bank hereunder not later than 11:00 a.m. (Chicago time) on
   the date such draft is presented for payment to the Bank (the obligation
   of the Company under this Section 1.6 with respect to any L/C is a
   "Reimbursement Obligation").  The Bank's determination of whether a draft
   or other request for payment under an L/C complies with the terms of such
   L/C shall be made in a commercially reasonable manner.  If at any time the
   Company fails to pay any Reimbursement Obligation when due, the Company
   shall be deemed to have automatically requested a Revolving Credit Loan
   from the Bank hereunder, as of the maturity date of such Reimbursement
   Obligation, the proceeds of which loan shall be used to repay such
   Reimbursement Obligation.  Such Loan shall only be made if no Default or
   Event of Default shall exist and the other conditions set forth in Section
   6.1 hereof are satisfied, and shall be subject to availability under the
   Revolving Credit.  If such Loan is not made by the Bank pursuant to this
   Agreement, the unpaid amount of such Reimbursement Obligation shall be due
   and payable to the Bank upon demand and shall bear interest at the default
   rate of interest specified in Section 2.2 hereof.  

   SECTION 2.  INTEREST.

               Section 2.1.   Options.  Subject to all of the terms and
   conditions of this Section 2, portions of the principal indebtedness
   evidenced by the Notes (all of the indebtedness evidenced by a particular
   Note bearing interest at the same rate for the same period of time being
   hereinafter referred to as a "Portion") may, at the option of the Company,
   bear interest with reference to the Domestic Rate (the "Domestic Rate
   Portions"), with reference to an Offered Rate ("Offered Rate Portions") or
   with reference to the Adjusted LIBOR Rate ("LIBOR Portions"), and Portions
   may be converted from time to time from one basis to the other.  All of
   the indebtedness evidenced by each Note which is not part of an LIBOR
   Portion or an Offered Rate Portion (collectively "Fixed Rate Portions" and
   individually a "Fixed Rate Portion") shall constitute a single Domestic
   Rate Portion.  All of the indebtedness evidenced by each Note which bears
   interest with reference to a particular Adjusted LIBOR Rate for a
   particular Interest Period shall constitute a single LIBOR Portion and all
   of the indebtedness evidenced by each Note which bears interest with
   reference to a particular Offered Rate shall constitute a single Offered
   Rate Portion.   The Company promises to pay interest on each Portion at
   the rates and times specified in this Section 2.

               Section 2.2.   Domestic Rate Portion.  Each Domestic Rate
   Portion shall bear interest (which the Company promises to pay at the
   times herein provided), at the  rate per annum equal to the Domestic Rate
   as in effect from time to time plus the Applicable Margin, provided that
   if a Domestic Rate Portion is not paid when due, after giving effect to
   any grace periods, (whether by lapse of time, acceleration or otherwise),
   such Portion shall bear interest (which the Company promises to pay at the
   times hereinafter provided), whether before or after judgment, for the
   period from the date such Portion became due and until payment in full
   thereof, at the rate per annum determined by adding 3% to the interest
   rate which would otherwise be applicable thereto from time to time. 
   Interest on the Domestic Rate Portions shall be payable on the last day of
   each month in each year and at maturity of the applicable Notes and
   interest after maturity shall be due and payable upon demand.

               Section 2.3.   LIBOR Portions.  Each LIBOR Portion shall bear
   interest (which the Company promises to pay at the times herein provided)
   for each Interest Period selected therefor at a rate per annum equal to
   the Adjusted LIBOR Rate for such Interest Period plus the Applicable
   Margin, provided that if any LIBOR Portion is not paid when due, after
   giving effect to any grace periods (whether by lapse of time, acceleration
   or otherwise) such Portion shall bear interest (which the Company promises
   to pay at the times hereinafter provided) whether before or after
   judgment, for the period from the date such Portion became due and until
   payment in full thereof, through the end of the Interest Period then
   applicable thereto at the rate per annum determined by adding 3% to the
   interest rate otherwise applicable thereto, and effective at the end of
   such Interest Period such LIBOR Portion shall automatically be converted
   into and added to the applicable Domestic Rate Portion and shall
   thereafter bear interest at the interest rate applicable to the applicable
   Domestic Rate Portion after Default.  Interest on each LIBOR Portion shall
   be due and payable on the last day of each Interest Period applicable
   thereto and, if an Interest Period is longer than three months, then at
   the end of each three month period and at the end of such Interest Period,
   and interest after maturity shall be due and payable upon demand.  The
   Company shall notify the Bank on or before 11:00 a.m. (Chicago time) at
   least three Business Day preceding the end of an Interest Period
   applicable to an LIBOR Portion whether such LIBOR Portion is to continue
   as an LIBOR Portion, in which event the Company shall notify the Bank of
   the new Interest Period selected therefor, and in the event the Company
   shall fail to so notify the Bank, such LIBOR Portion shall automatically
   be converted into and added to the applicable Domestic Rate Portion as of
   and on the last day of such Interest Period.  Anything contained herein to
   the contrary notwithstanding, the obligation of the Bank to create,
   continue or effect by conversion any LIBOR Portion shall be conditioned
   upon the fact that at the time no Default or Event of Default shall have
   occurred and be continuing.

               Section 2.4.   Offered Rate Portions.  Each Offered Rate
   Portion shall bear interest for each Interest Period selected therefor at
   the Offered Rate for such Interest Period, provided that if any Offered
   Rate Portion is not paid when due, after giving effect to any grace
   periods (whether by lapse of time, acceleration or otherwise) such Portion
   shall bear interest, whether before or after judgment, until payment in
   full thereof through the end of the Interest Period then applicable
   thereto at the rate per annum determined by adding 3% to the interest rate
   which would otherwise be applicable thereto, and effective at the end of
   such Interest Period such Offered Rate Portion shall automatically be
   converted into and added to the Domestic Rate Portion and shall thereafter
   bear interest at the interest rate applicable to the Domestic Rate Portion
   after Default.  Interest on each Offered Rate Portion shall be due and
   payable on the last day of each Interest Period applicable thereto and
   interest after maturity (whether by lapse of time, acceleration or
   otherwise) shall be due and payable upon demand.  The Company shall notify
   the Bank on or before 11:00 a.m. (Chicago time) at least one Business Day
   preceding the end of an Interest Period applicable to an Offered Rate
   Portion whether such Offered Rate Portion is to continue as an Offered
   Rate Portion, in which event the Company shall notify the Bank of the new
   Interest Period selected therefor, and in the event the Company shall fail
   to so notify the Bank, such Offered Rate Portion shall automatically be
   converted into and added to the Domestic Rate Portion as of and on the
   last day of such Interest Period.  The Company understands and agrees that
   each Offered Rate shall be determined by the Bank in its sole discretion,
   without reference to any particular index or source of funds, and may be
   higher than the Domestic Rate or Adjusted LIBOR Rate.

               Section 2.5.   Computation.  All interest on the Domestic Rate
   Portions or the indebtedness evidenced by the Notes shall be computed on
   the basis of a year of 365/366 days for the actual number of days elapsed
   and all other interest on the Notes and all fees, charges and commissions
   due hereunder shall be computed on the basis of a year of 360 days for the
   actual number of days elapsed.

               Section 2.6.   Minimum Amounts.  Each Fixed Rate Portion shall
   be in a minimum amount of $500,000.00 or any greater amount that is an
   integral multiple of $100,000.00.

               Section 2.7.   Manner of Rate Selection.  The Company shall
   notify the Bank by 11:00 a.m. Chicago time at least three Business Days
   prior to the date upon which it requests that any LIBOR Portion be created
   or that any part of a Domestic Rate Portion or an Offered Rate Portion be
   converted into a LIBOR Portion, and by 11:00 a.m. (Chicago time) at least
   one Business Day prior to the Date upon which it requests that any Offered
   Rate Portion be created or that any part of a Domestic Rate Portion or any
   part of a LIBOR Portion be converted into an Offered Rate Portion (each
   such notice to specify in each instance the amount thereof and the
   Interest Period selected therefor).  If any request is made to convert a
   Fixed Rate Portion into a Domestic Rate Portion, such conversion shall
   only be made so as to become effective as of the last day of the Interest
   Period applicable thereto.  All requests for the creation, continuance or
   conversion of Portions under this Agreement shall be irrevocable.  Such
   requests may be written or oral and the Bank is hereby authorized to honor
   telephonic requests for creations, continuances and conversions received
   by it from any person identifying themselves as a person who the Bank's
   records reflect is authorized to act on behalf of the Company hereunder,
   the Company hereby indemnifying the Bank from any liability or loss
   ensuing from so acting.

               Section 2.8.   Change of Law.  Notwithstanding any other
   provisions of this Agreement or the Notes, if at any time the Bank shall
   determine in good faith that any change in applicable laws, treaties or
   regulations or in the interpretation thereof makes it unlawful for the
   Bank to create or continue to maintain any Fixed Rate Portion, it shall
   promptly so notify the Company and the obligation of the Bank to create,
   continue or maintain such Fixed Rate Portion under this Agreement shall
   terminate until it is no longer unlawful for the Bank to create, continue
   or maintain such Fixed Rate Portions.  The Company, on demand, shall, if
   the continued maintenance of a Fixed Rate  Portion is unlawful, thereupon
   prepay the outstanding principal amount of the Fixed Rate Portions,
   together with all interest accrued thereon and all other amounts payable
   to the Bank with respect thereto under this Agreement, provided, however,
   that the Company may instead elect to convert the principal amount of the
   affected Portion into the applicable Domestic Rate Portion, subject to the
   terms and conditions of this Agreement.

               Section 2.9.   Unavailability of Deposits or Inability to
   Ascertain the Adjusted LIBOR Rate.  Notwithstanding any other provision of
   this Agreement or the Notes, if prior to the commencement of any Interest
   Period, the Bank shall determine that United States dollar deposits in the
   amount of any LIBOR Portion scheduled to be outstanding during such
   Interest Period are not readily available to it in the offshore interbank
   market, the Bank shall promptly give notice thereof to the Company and the
   obligations of the Bank to create, continue or effect by conversion any
   LIBOR Portion in such amount and for such Interest Period shall terminate
   until United States dollar deposits in such amount and for the Interest
   Period selected by the Company shall again be readily available in the
   offshore interbank market.

               Section 2.10.  Taxes and Increased Costs.  With respect to the
   Fixed Rate Portions, if the Bank shall determine in good faith that any
   change after the date hereof in any applicable law, treaty, regulation or
   guideline (including, without limitation, Regulation D of the Board of
   Governors of the Federal Reserve System) or any new law, treaty,
   regulation or guideline, or any interpretation of any of the foregoing by
   any governmental authority charged with the administration thereof or any
   central bank or other fiscal, monetary or other authority having
   jurisdiction over the Bank or its lending branch or the Portions
   contemplated by this Agreement (whether or not having the force of law)
   shall:

                    (a)   impose, increase, or deem applicable any reserve,
               special deposit or similar requirement against assets held by,
               or deposits in or for the account of, or loans by, or any
               other acquisition of funds or disbursements by, the Bank which
               is not in any instance already accounted for in computing the
               interest rate applicable to such Fixed Rate Portion;

                    (b)   subject the Bank, any Fixed Rate Portion or a Note
               to the extent it evidences such Portions, to any tax
               (including, without limitation, any United States interest
               equalization tax or similar tax however named applicable to
               the acquisition or holding of debt obligations and any
               interest or penalties with respect thereto), duty, charge,
               stamp tax, fee, deduction or withholding in respect of this
               Agreement, any Fixed Rate Portion or a Note to the extent it
               evidences such a Portion, except such taxes as may be measured
               by the overall net income or gross receipts of the Bank or its
               lending branches and imposed by the jurisdiction, or any
               political subdivision or taxing authority thereof, in which
               the Bank's principal executive office or its lending branch is
               located;

                    (c)   change the basis of taxation of payments of
               principal or interest due from the Company to the Bank
               hereunder or under a Note to the extent it evidences any Fixed
               Rate Portion (other than by a change in taxation of the
               overall net income or gross receipts of the Bank); or

                    (d)   impose on the Bank any penalty with respect to the
               foregoing or any other condition regarding this Agreement, its
               disbursement, any Fixed Rate Portion or a Note to the extent
               it evidences any Fixed Rate Portion;

   and the Bank shall determine that the result of any of the foregoing is to
   increase the cost (whether by incurring a cost or adding to a cost) to the
   Bank of creating or maintaining any Fixed Rate Portion hereunder or to
   reduce the amount of principal or interest received or receivable by the
   Bank (without benefit of, or credit for, any prorations, exemption,
   credits or other offsets available under any such laws, treaties,
   regulations, guidelines or interpretations thereof), then the Company
   shall pay on demand to the Bank from time to time as specified by the Bank
   such additional amounts as the Bank shall reasonably determine are
   sufficient to compensate and indemnify it for such increased cost or
   reduced amount; provided, however, that (i) the Bank shall promptly notify
   the Company of an event which might cause it to seek compensation, and the
   Company shall be obligated to pay only such compensation which is incurred
   or which arises after the date 60 days prior to the date such notice is
   given, and (ii) the Company shall have no obligation to pay any amount
   that would otherwise be payable under this Section solely as a result of
   the Bank being in a regulatory classification that is lower than the
   Bank's regulatory classification on the date of this Agreement.  If the
   Bank makes such a claim for compensation, it shall provide to the Company
   a written explanation of the circumstances giving rise to such claim and a
   certificate setting forth the computation of the increased cost or reduced
   amount as a result of any event mentioned herein in reasonable detail and
   such certificate shall be conclusive if reasonably determined.

               Section 2.11.  Funding Indemnity.  In the event the Bank shall
   incur any loss, cost or expense (including, without limitation, any loss
   (including loss of profit), cost or expense incurred by reason of the
   liquidation or reemployment of deposits or other funds acquired or
   contracted to be acquired by the Bank to fund or maintain its part of any
   Fixed Rate Portion or the relending or reinvesting of such deposits or
   other funds or amounts paid or prepaid to the Bank), as a result of:

                    (i)   any payment of a Fixed Rate Portion on a date other
               than the last day of the then applicable Interest Period for
               any reason, whether before or after default, and whether or
               not such payment is required by any provisions of the
               Agreement; or

                    (ii)  any failure by the Company to create, borrow,
               continue or effect by conversion any Fixed Rate Portion on the
               date specified in a notice given pursuant to this Agreement;

   then upon the demand of the Bank, the Company shall pay to the Bank such
   amount as will reimburse the Bank for such loss, cost or expense.  If the
   Bank requests such a reimbursement it shall provide the Company with a
   certificate setting forth the computation of the loss, cost or expense
   giving rise to the request for reimbursement in reasonable detail and such
   certificate shall be conclusive if reasonably determined.

               Section 2.12.  Lending Branch.  The Bank may, at its option,
   elect to make, fund or maintain its loans hereunder at such of its
   branches or offices as the Bank may from time to time elect.

               Section 2.13.  Discretion of Bank as to Manner of Funding. 
   Notwithstanding any provision of this Agreement to the contrary, the Bank
   shall be entitled to fund and maintain its funding of all or any part of
   its Notes in any manner it sees fit, it being understood, however, that
   for the purposes of this Agreement all determinations hereunder (including
   determinations under Sections 2.9, 2.10 and 2.11 hereof) shall be made as
   if the Bank had actually funded and maintained each Fixed Rate Portion
   during Interest Period applicable thereto through the purchase of deposits
   in the offshore interbank market in the amount of its share of such Fixed
   Rate Portion, having a maturity corresponding to such Interest Period and
   bearing an interest rate equal to the interest rate applicable to such
   Fixed Rate Portion for such Interest Period.

   SECTION 3.  FEES, PAYMENTS, REDUCTIONS, APPLICATIONS AND NOTATIONS.

               Section 3.1.   Commitment Fees.  For the period from the date
   hereof to and including the Revolving Credit Termination Date, the Company
   shall pay to the Bank a commitment fee at the rate equal to the Applicable
   Margin per annum on the average daily unused amount of the Revolving
   Credit Commitment hereunder, such fee to be payable quarterly in arrears
   on November 30, 1997, and on the last day of each November, February, May
   and August thereafter to and including, and on, the Revolving Credit
   Termination Date.

               Section 3.2.   Voluntary Prepayments.  Subject to the further
   provisions of this Section 3.2 the Company shall have the privilege of
   prepaying the Notes in whole or in part (but if in part then in a minimum
   amount of $50,000 as to any Note prepaid) at any time upon notice to the
   Bank (such notices, if received subsequent to 11:00 a.m. (Chicago time) on
   a given day, to be treated as though received at the opening of business
   on the next Business Day), by paying to the Bank (i) the principal amount
   to be prepaid, (ii) if such prepayment prepays a Note in full, accrued
   interest thereon to the date fixed for prepayment, and (iii) any amount
   due the Bank under Section 2.11 hereof.

               Section 3.3.   Mandatory Prepayments.  (a)  Deficiency.  In
   the event that the sum of the outstanding principal amount of the
   Revolving Credit Note plus the unpaid Reimbursement Obligations plus the
   amount available to be drawn under all outstanding L/Cs shall at any time
   and for any reason exceed the Revolving Credit Commitment, the Company
   shall immediately and without notice or demand pay over the amount of the
   excess to the Bank as and for a mandatory prepayment on the Revolving
   Credit Note and unpaid Reimbursement Obligations and, if necessary, as
   cash collateral for then outstanding L/Cs.

               (b)  Asset Sales.  Within five Business Days of the receipt
   thereof by the Company or any Subsidiary, the Company shall pay over to
   the Bank as and for a mandatory prepayment on the Term Credit Notes or, at
   the Company's election, the Revolving Credit Note, any and all net
   proceeds (i.e. gross proceeds net of reasonable out-of-pocket expenses
   incurred in effecting the sale or other disposition) derived from any sale
   or disposition (whether voluntary or involuntary) of assets by the Company
   or any of its Subsidiaries (excluding (i) sale/leaseback transactions
   pursuant to Section 7.21, (ii) sales of Permitted Property on which the
   Equitable Life Assurance Society of the United States has a lien and (iii) 
   sales of inventory in the ordinary course of business); provided, however,
   that no prepayment shall be required with respect to up to $2,000,000 of
   net proceeds received from the sale or other disposition of equipment,
   furniture and fixtures which, in the Company's reasonable judgment, are no
   longer necessary to the efficient conduct of its business; provided
   further, however, that if at the time of receipt no amount is outstanding
   under the Term Credit Notes, then such payment shall be applied to the
   Revolving Credit Note, the Unpaid Reimbursement Obligations and the
   outstanding L/Cs.  Any prepayment of the Revolving Credit Note pursuant to
   this Section 3.3(b) shall (until the aggregate amount of all prepayments
   made under Section 3.3(b), 3.4(b)(i) and 3.4(b)(ii) equals $15,000,000)
   automatically reduce the Revolving Credit Commitment by a like amount.

               Section 3.4.   Terminations.  (a)  Voluntary.  The Company may
   at any time and from time to time upon notice to the Bank received on or
   before 11:00 a.m. (Chicago time) at least three Business Days before the
   Revolving Credit Termination Date terminate the Revolving Credit
   Commitment in whole or in part (but if in part then in a minimum amount of
   $500,000 or any greater amount that is an integral multiple of $100,000).

               (b)  Mandatory.

                    (i)   Debt Offerings.  Within five Business Days of
               receipt by the Company of cash proceeds from the issuance or
               private placement of debt securities pursuant to Section
               7.21(i) of this Agreement, the Company shall reduce the
               Revolving Credit Commitment by an amount equal to 100% of the
               cash proceeds of such issuance or private placement (net of
               underwriting discounts and commissions and any other costs and
               expenses directly incurred and payable in connection
               therewith); provided, however, that no such reduction shall be
               required if the aggregate amount of all reductions made
               pursuant to Sections 3.4(b)(i) and 3.4(b)(ii) is greater than
               or equal to $15,000,000.  

                    (ii)  Sale/Leasebacks.  Within five Business Days of
               receipt by the Company of net proceeds from any sale/leaseback
               transaction pursuant to Section 7.21(ii) of this Agreement,
               the Company shall reduce the Revolving Credit Commitment by an
               amount equal to 100% of the net proceeds of such
               sale/leaseback transaction; provided, however, that no such
               reduction shall be required if the aggregate amount of all
               reductions made pursuant to Sections 3.4(b)(i) and 3.4(b)(ii)
               is greater than or equal to $15,000,000.  For purposes of this
               Section 3.4(b)(ii), "net proceeds" means an amount equal to
               the cash proceeds received by the Company in respect of such
               sale less (x) any expenses reasonably incurred by the Company
               in respect of such sale and (y) the amount of any Debt secured
               by a lien on such Property and required to be discharged from,
               and actually discharged from, the proceeds thereof and (z) any
               taxes actually paid or payable by the Company in connection
               with such sale.  Nothing contained herein shall be interpreted
               to permit any sale or other dispositions of assets not
               otherwise permitted by Section 7.15 hereof.

               (c)  Generally.  The Company shall, on the date the Revolving
   Credit Commitment is terminated in whole or in part, prepay the Revolving
   Credit Note, unpaid Reimbursement Obligations (if any) and the outstanding
   L/Cs by the amount necessary to reduce the outstanding principal balance
   of the Revolving Credit Note, the unpaid Reimbursement Obligations and the
   outstanding L/Cs to the amount to which the Revolving Credit Commitment
   has been reduced.  No termination of the Revolving Credit Commitment
   pursuant to this Section 3.4 may be reinstated.

               Section 3.5.   Place and Application.  All payments of
   principal, interest, fees and other amounts due hereunder shall be made to
   the Bank at its office at 111 West Monroe Street, Chicago, Illinois (or at
   such other place within the continental United States as the Bank may
   specify) in immediately available and freely transferable funds at the
   place of payment.  All such payments shall be made without setoff or
   counterclaim and without reduction for, and free from, any and all present
   or future taxes, levies, imposts, duties, fees, charges, deductions,
   withholdings, restrictions or conditions of any nature imposed by any
   government or political subdivision or taxing authority thereof.  Payments
   received by the Bank after 11:00 a.m. (Chicago time) shall be deemed
   received as of the opening of business on the next Business Day.  Unless
   the Company otherwise directs, payments applicable to the principal of the
   Notes shall be deemed first applied to the applicable Domestic Rate
   Portion until payment in full thereof, with any balance applied to the
   applicable Fixed Rate Portions in the order in which their Interest
   Periods expire.  All prepayments (whether voluntary or required)
   applicable to the Term Loans shall be applied to such Term Credit Note as
   the Company directs or, if the Company fails to so direct, shall be
   applied ratably among the Term Credit Notes, and in any event, such
   payments shall be applied to such Note or Notes in the inverse order of
   their maturities.  All payments (whether voluntary or required) shall be
   accompanied by any amount due the Bank under Section 2.11 hereof, but no
   acceptance of such a payment without requiring payment of amounts due
   under Section 2.11 shall preclude a later demand by the Bank for any
   amount due them under Section 2.11 in respect of such payment.

               Section 3.6.   Notations and Requests.  All advances made
   against the Notes, the status of all amounts evidenced by the Notes as
   constituting part of a Domestic Rate Portion, Offered Rate Portion or
   LIBOR Portion and the rates of interest and Interest Periods applicable to
   such Portions shall be recorded by the Bank its books or, at its option in
   any instance, endorsed on the reverse side of the Notes and the unpaid
   principal balances and status, rates and Interest Periods so recorded or
   endorsed by the Bank shall be prima facie evidence in any court or other
   proceeding brought to enforce the Notes of the principal amount remaining
   unpaid thereon, the status of the borrowings evidenced thereby and the
   interest rates and Interest Periods applicable thereto.  Prior to any
   negotiation of any Note the Bank shall endorse thereon the status of all
   amounts evidenced thereby as constituting part of a Domestic Rate Portion,
   Offered Rate Portion or LIBOR Portion and the rates of interest and
   Interest Periods applicable thereto.

               Section 3.7.   Capital Adequacy.  If the Bank shall determine
   that the adoption after the date hereof of any applicable law, rule or
   regulation regarding capital adequacy, or any change in any existing law,
   rule or regulation, or any change in the interpretation or administration
   thereof by any governmental authority, central bank or comparable agency
   charged with the interpretation or administration thereof or compliance by
   the Bank (or its lending office) with any request or directive regarding
   capital adequacy (whether or not having the force of law) of any such
   authority, central bank or comparable agency, has or would have the effect
   of reducing the rate of return on the Bank's capital as a consequence of
   its obligations hereunder or credit extended by it hereunder to a level
   below that which the Bank could have achieved but for such adoption,
   change or compliance (taking into consideration the Bank's policies with
   respect to capital adequacy) by an amount deemed by the Bank to be
   material, then from time to time as specified by the Bank the Company
   shall pay such additional amount or amounts as will compensate the Bank
   for such reduction; provided, however, that (i) the Bank shall promptly
   notify the Company of an event which might cause it to seek compensation,
   and the Company shall be obligated to pay only such compensation which is
   incurred or which arises after the date 60 days prior to the date such
   notice is given, and (ii) the Company shall have no obligation to pay any
   amount that would otherwise be payable under this Section solely as a
   result of the Bank being in a regulatory classification that is lower than
   the Bank's regulatory classification on the date of this Agreement.  A
   certificate of the Bank claiming compensation under this Section 3.7 and
   setting forth the additional amount or amounts to be paid to it hereunder
   in reasonable detail shall be conclusive if reasonably determined.  In
   determining such amount, the Bank may use any reasonable averaging and
   attribution methods.

   SECTION 4.  THE COLLATERAL.

               Section 4.1.   Collateral.  The Revolving Credit Note, the
   Term Notes, the Reimbursement Obligations 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 dated as of August 31, 1994
   as amended or restated from time to time, (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 dated as of August 31, 1994 as amended or restated from time to
   time, (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"), (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, (ix) valid and perfected first priority liens
   on the fixtures and real properties of the Company located in Vilas
   County, Wisconsin, consisting of approximately 183 acres (the "Manitowish
   Waters Marsh"), (x) valid and perfected first priority liens on the
   inventory, farm products and accounts of the Company pursuant to the terms
   of the Security Agreement Re: Inventory, Farm Products and Receivables
   dated as of October 3, 1997 as the same may from time to time be amended
   or rested and (xi) valid and perfected first priority liens on the
   cranberry bogs acquired by the Company pursuant to Section 7.14(f) hereof.

               Section 4.2.   Further Assurances.  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.  To the extent necessary to
   enable the Company to consummate the sale/leaseback transactions or debt
   offerings pursuant to Section 7.21 hereof, the Bank agrees to release its
   liens on the Property affected by such transactions and this provision
   shall govern and control over any language to the contrary in any
   Collateral Document and any amendments or supplements thereto.

   SECTION 5.  REPRESENTATIONS AND WARRANTIES.

               The Company represents and warrants to the Bank as follows:

               Section 5.1.   Organization; Authority; Non-Contravention. 
   The Company is a corporation duly organized and existing under the laws of
   the State of Wisconsin, has full and adequate power to carry on its
   business as now conducted, is duly licensed or qualified in all
   jurisdictions wherein the nature of its activities requires such licensing
   or qualifying and where the failure to be so licensed or qualified would
   have a material adverse effect on the Properties, business or operations
   of the Company, has full right and authority to enter into this Agreement
   and the other Loan Documents, to make the borrowings herein provided for,
   to issue the Note in evidence thereof, to encumber its assets as
   collateral security therefor, and to perform each and all of the matters
   and things herein and therein provided for; and this Agreement does not,
   nor does the performance or observance by the Company of any of the
   matters or things provided for in the Loan Documents, contravene any
   provision of law or any charter or by-law provision or any indenture or
   material agreement of or affecting the Company or any of its Properties.

               Section 5.2.   Subsidiaries.  The Company has no Subsidiaries
   except Wildhawk, Inc., a Wisconsin corporation, W.S.C. Water Management
   Corp., a Wisconsin corporation, and Northland Cranberries Foreign Sales
   Corp., a Virgin Islands corporation.

               Section 5.3.   Financial Statements.  The Company has
   heretofore delivered to the Bank a copy of the audit report as of August
   31, 1996, of the Company and unaudited financial statements (including a
   balance sheet and profit and loss statement) of the Company as of, and for
   the period ending May 31, 1997.  Such financial statements have been
   prepared in accordance with generally accepted accounting principles on a
   basis consistent, except as otherwise noted therein and except that the
   interim financial statements are subject to audit and year-end adjustments
   and for the absence of footnotes, with that of the previous fiscal year or
   period and fairly reflect the financial position of the Company as of the
   dates thereof, and the results of their operations for the periods covered
   thereby.  The Company has no significant contingent liabilities other than
   as indicated on said financial statements and since said date of May 31,
   1997, there has been no material adverse change in the condition,
   financial or otherwise, of the Company.

               Section 5.4.   Litigation; Taxes; Consents.  Except as
   disclosed on Schedule 5.4, there is no litigation or governmental
   proceeding pending, nor to the knowledge of the Company threatened,
   against the Company or any Subsidiary which if adversely determined would
   result in any material adverse change in the Properties, business or
   operations of the Company and its Subsidiaries taken as a whole.  All
   United States federal income tax returns for the Company and its
   Subsidiaries required to be filed have been filed on a timely basis (after
   giving effect to any extensions), and all amounts required to be paid as
   shown by said returns have been paid.  There are no pending or threatened
   objections to or controversies in respect of the United States federal
   income tax returns of the Company for any fiscal year which, if adversely
   determined, would have a material adverse effect on the Company's
   condition, financial or otherwise.  No authorization, consent, license,
   exemption or filing or registration with any court or governmental
   department, agency or instrumentality, is or will be necessary to the
   valid execution, delivery or performance by the Company of the Loan
   Documents, except for filings required to perfect the Bank's liens in the
   Collateral.

               Section 5.5.   Regulation U.  Neither the Company nor any
   Subsidiary is engaged in the business of extending credit for the purpose
   of purchasing or carrying margin stock (within the meaning of Regulation U
   of the Board of Governors of the Federal Reserve System) and no part of
   the proceeds of any loan hereunder will be used to purchase or carry any
   margin stock or to extend credit to others for such a purpose.

               Section 5.6.   No Default.  No Event of Default is existing
   under this Agreement.

               Section 5.7.   ERISA.  The Company is in compliance in all
   material respects with ERISA to the extent applicable to it and has
   received no notice to the contrary from the PBGC or any other governmental
   entity or agency.

               Section 5.8.   Security Interests and Debt.  There are no
   security interests, liens or encumbrances on any of the Property of the
   Company or any Subsidiary except such as are permitted by Section 7.12 of
   this Agreement, and the Company and its Subsidiaries have no Funded Debt
   except such as is permitted by Section 7.13 of this Agreement.

               Section 5.9.   Accurate Information.  No information, exhibit
   or report furnished by the Company to the Bank in connection with the
   negotiation of the Loan Documents contained any material misstatement of
   fact or omitted to state a material fact or any fact necessary to make the
   statements contained therein not misleading in light of the circumstances
   in which made.  The financial projections furnished by the Company to the
   Bank contain to the Company's knowledge and belief, reasonable projections
   as of the date hereof of future results of operations and financial
   position of the Company.

               Section 5.10.  Enforceability.  This Agreement and the other
   Loan Documents are legal, valid and binding agreements of the Company,
   enforceable against it in accordance with their terms, except as may be
   limited by (a) bankruptcy, insolvency, reorganization, fraudulent
   transfer, moratorium or other similar laws or judicial decisions for the
   relief of debtors or the limitation of creditors' rights generally; and
   (b) any equitable principles relating to or limiting the rights of
   creditors generally.

               Section 5.11.  No Default Under Other Agreements.  Neither the
   Company nor any Subsidiary is in default with respect to any note,
   indenture, loan agreement, mortgage, lease, deed, or other agreement to
   which it is a party or by which it or its Property is bound, which default
   might reasonably be expected to materially and adversely affect the
   Collateral, the repayment of the indebtedness, obligations and liabilities
   under the Loan Documents, the Bank's rights under the Loan Documents or
   the Property, business, operations or condition (financial or otherwise)
   of the Company and its Subsidiaries taken as a whole.

               Section 5.12.  Status Under Certain Laws.  Neither the Company
   nor any of its Subsidiaries is an "investment company" or a person
   directly or indirectly controlled by or acting on behalf of an "investment
   company" within the meaning of the Investment Company Act of 1940, as
   amended, or a "holding company," or a "subsidiary company" of a "holding
   company," or an "affiliate" of a "holding company" or a "subsidiary
   company" of a "holding company," within the meaning of the Public Utility
   Holding Company Act of 1935, as amended.

               Section 5.13.  Compliance with Laws.  The Company and its
   Subsidiaries each are in compliance with the requirements of all federal,
   state and local laws, rules and regulations applicable to or pertaining to
   their Properties or business operations (including, without limitation,
   the Occupational Safety and Health Act of 1970, the Americans with
   Disabilities Act of 1990, and laws and regulations establishing quality
   criteria and standards for air, water, land and toxic or hazardous wastes
   and substances), non-compliance with which could reasonably be expected to
   have a material adverse effect on the financial condition, Properties,
   business or operations of the Company and its Subsidiaries taken as a
   whole.  Neither the Company nor any Subsidiary has received notice to the
   effect that its operations are not in compliance with any of the
   requirements of applicable federal, state or local environmental, health
   and safety statutes and regulations or are the subject of any governmental
   investigation evaluating whether any remedial action is needed to respond
   to a release of any toxic or hazardous waste or substance into the
   environment, which non-compliance or remedial action would have a material
   adverse effect on the financial condition, Properties, business or
   operations of the Company and its Subsidiaries taken as a whole.

   SECTION 6.  CONDITIONS PRECEDENT.

               Section 6.1.   All Advances.  The obligation of the Bank to
   make any advance under the Revolving Credit (including the first advance)
   or to issue any L/C or to make any Term Loan shall also be subject to the
   conditions precedent that as of the time of the making of each advance
   under the Revolving Credit or the issuance of any L/C or the funding of
   any Term Loan:

                    (a)   each of the representations and warranties set
               forth herein or in the Collateral Documents shall be and
               remain true and correct in all material respects as of said
               time except that the representations and warranties made in
               Section 5.3 hereof shall be deemed to refer to the most recent
               financial statements delivered to the Bank pursuant to Section
               7.4 hereof; 

                    (b)   no change in the financial condition or business
               prospects of the Company shall have occurred which the is
               materially adverse; and

                    (c)   no Default or Event of Default shall have occurred
               and be continuing.

               Any request made by the Company to the Bank for any extension
   of credit hereunder shall be deemed to constitute a representation and
   warranty that the foregoing statements are true and correct in all
   material respects.

   SECTION 7.  COMPANY COVENANTS.

               The Company agrees that, so long as any credit is available to
   or in use by the Company hereunder, except to the extent compliance in any
   case or cases is waived in writing by the Bank:

               Section 7.1.   Maintenance of Property.  The Company will keep
   and maintain all of its Properties necessary or useful in its business in
   good condition, and make all necessary renewals, replacements, additions,
   betterments and improvements thereto; provided, however, that nothing in
   this Section shall prevent the Company from discontinuing the operation
   and maintenance of any of its Properties if such discontinuance is, in the
   judgment of the Company, desirable in the conduct of its business and not
   disadvantageous in any material respect to the Bank as holder of the
   Notes.

               Section 7.2.   Taxes.  The Company will duly pay and discharge
   all taxes, rates, assessments, fees and governmental charges upon or
   against the Company or against its Properties in each case before the same
   becomes delinquent and before penalties accrue thereon unless and to the
   extent that the same is being contested in good faith and by appropriate
   proceedings.

               Section 7.3.   Maintenance of Insurance.  The Company will
   maintain insurance with insurers recognized as financially sound and
   reputable by prudent business persons in such forms and amounts and
   against such risks as is usually carried by companies engaged in similar
   business and owning similar Properties in the same general areas in which
   the Company operates.  The Bank shall be named as loss payee under any
   insurance policies which relate to the Collateral.  The Company shall, at
   the Bank's request, provide copies to the Bank of all insurance policies
   and other material related thereto maintained by the Company from time to
   time.

               Section 7.4.   Financial Reports.  The Company will maintain a
   standard and modern system of accounting in accordance with sound
   accounting practice and will furnish with reasonable promptness to the
   Bank and its duly authorized representatives such information respecting
   the business and financial condition of the Company as may be reasonably
   requested and, without any request, will furnish to the Bank:

                    (a)   as soon as available, and in any event within 45
               days after the close of each quarterly fiscal period of the
               Company a copy of the form 10-Q quarterly report to the
               Securities and Exchange Commission (the "SEC"); and

                    (b)   as soon as available, and in any event within 90
               days after the close of each fiscal year, a copy of the audit
               report for such year and accompanying financial statements,
               including balance sheet, reconciliation of change in
               stockholders' equity, profit and loss statement and statement
               of source and application of funds for the Company showing in
               comparative form the figures for the previous fiscal year of
               the Company, all in reasonable detail, prepared and certified
               by Deloitte & Touche or other independent public accountants
               of nationally recognized standing selected by the Company; and

                    (c)   each of the financial statements furnished to the
               Bank pursuant to paragraphs (a) and (b) above shall be
               accompanied by a Compliance Certificate in the form of Exhibit
               E attached hereto signed by its Vice President-Finance; and

                    (d)   promptly upon their becoming available, copies of
               all registration statements and regular periodic reports, if
               any, which the Company shall have filed with the SEC or any
               governmental agency substituted therefor, or any national
               securities exchange, including copies of the Company's form
               10-K annual report, including financial statements audited by
               Deloitte & Touche or other independent public accountants of
               nationally recognized standing selected by the Company;

                    (e)   promptly upon the mailing thereof to the
               shareholders of the Company generally, copies of all financial
               statements, reports and proxy statements so mailed; and

                    (f)   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.

               Section 7.5.   Inspection.  The Company shall permit the Bank,
   by its representatives and agents (who may be accompanied by any of the
   Participants), to inspect any of the Properties, corporate books and
   financial records of the Company, to examine and make copies of the books
   of accounts and other financial records of the Company, and to discuss the
   affairs, finances and accounts of the Company with, and to be advised as
   to the same by, its officers at such reasonable times and intervals as the
   Bank may designate upon reasonable advance notice to the Company.  So long
   as no Event of Default shall have occurred and be continuing, the Bank
   shall perform not more than one field audit of the Collateral per year. 
   The Company shall pay to the Bank from time to time upon demand a
   reasonable amount, but not to exceed $2,000 per audit, to compensate the
   Bank for its fees, charges and expenses in connection with the field
   audits of the Collateral.

               Section 7.6.   Consolidation and Merger.  The Company will not
   consolidate with or merge into any Person, without the prior written
   consent of the Bank, unless (a) the Company is the surviving entity, (b)
   the other party to such transaction is in the same or a related line of
   business as the Company, and (c) both before and after giving effect to
   such merger or consolidation, no Default or Event of Default shall have
   occurred and be continuing.

               Section 7.7.   Transactions with Affiliates.  The Company will
   not enter into any transaction, including without limitation, the
   purchase, sale, lease or exchange of any Property, or the rendering of any
   service, with any Affiliate of the Company except in the ordinary course
   of and pursuant to the reasonable requirements of the Company's business
   and upon fair and reasonable terms no less favorable to the Company than
   would be obtained in a comparable arm's-length transaction with a Person
   not an Affiliate of the Company.

               Section 7.8.   Minimum Net Worth.  The Company will at all
   times during the periods indicated below maintain Net Worth in an amount
   not less than:

                    (a)   $73,000,000 from August 31, 1997 through August 30,
               1998;

                    (b)   $78,000,000 on August 31, 1998; and

                    (c)   during each fiscal quarter of the Company
               thereafter, an amount equal to the sum of (i) the minimum
               amount required to be maintained during the immediately
               preceding fiscal quarter of the Company plus (ii) an amount
               equal to 50% of the Company's Net Income for the fiscal
               quarter of the Company then ended, plus (iii) an amount equal
               to 75% of the net cash proceeds of the issuance of capital
               stock or other equity securities of the Company that are not
               applied as required by Section 3.4(a) of this Agreement.

               Section 7.9.   Fixed Charge Coverage Ratio.  The Company will
   not, as of the last day of each fiscal quarter indicated below, permit its
   Fixed Charge Coverage Ratio to be less than 1.25 to 1 on the last day of
   the fiscal quarters ending on May 31, 1998 and August 31, 1998, and 1.5 to
   1 on the last day of each fiscal quarter ending thereafter.

               Section 7.10.  Funded Debt to Net Worth Ratio.  The Company
   will not permit the ratio of its Funded Debt to Net Worth to exceed 2.0 to
   1 at any time.

               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 fiscal
   quarters of the Company ending on or before August 31, 1997, will not have
   a net loss of more than $1,500,000 for each fiscal quarter ending during
   the period from September 1, 1997 through and including February 28, 1998
   and will not have a net loss of more than $1,000,000 for any fiscal
   quarter ending thereafter.

               Section 7.12.  Liens.  The Company will not pledge, mortgage
   or otherwise encumber or subject to or permit to exist upon or be
   subjected to any lien, charge or security interest of any kind (including
   any conditional sale or other title retention agreement and any lease in
   the nature thereof), on any of its Properties of any kind or character at
   any time owned by the Company other than:

                    (a)   liens, pledges or deposits for workmen's
               compensation, unemployment insurance, old age benefits or
               social security obligations, taxes, assessments, statutory
               obligations or other similar charges, good faith deposits made
               in connection with tenders, contracts or leases to which the
               Company is a party or other deposits required to be made in
               the ordinary course of business, provided in each case the
               obligation secured is not overdue or, if overdue, is being
               contested in good faith by appropriate proceedings and
               adequate reserves have been provided therefor in accordance
               with generally accepted accounting principles and that the
               obligation is not for borrowed money, customer advances, trade
               payables, or obligations to agricultural producers;

                    (b)   the pledge of Property for the purpose of securing
               an appeal or stay or discharge in the course of any legal
               proceedings, provided that the aggregate amount of liabilities
               of the Company so secured by a pledge of Property permitted
               under this subsection (b) including interest and penalties
               thereon, if any, shall not be in excess of $500,000 at any one
               time outstanding;

                    (c)   liens, pledges, mortgages, security interests, or
               other charges granted to the Bank for the benefit of the Bank
               and the Participants;

                    (d)   liens, pledges, mortgages, security interests or
               other charges existing on Permitted Property to the extent
               they secure indebtedness incurred to finance the purchase or
               construction of improvements;

                    (e)   liens on property existing at the time of their
               acquisition or liens to secure the payment of all or any part
               of the purchase price of such property or to secure any
               indebtedness incurred for the purpose of financing all or any
               part of the purchase price thereof provided such liens
               encumber only the property being acquired, purchased or
               financed and do not extend to any other property or secure any
               other obligations;

                    (f)   liens on Permitted Property of a corporation
               existing at the time such corporation is purchased by, merged
               into or consolidated with the Company or at the time of a
               sale, lease or other disposition of the land, buildings and/or
               equipment of a corporation or firm as an entirety or
               substantially as an entirety to the Company;

                    (g)   mortgages, pledges, security interests or other
               encumbrances existing on the date hereof and disclosed on the
               financial statements referred to in Section 5.3 hereof or in
               Schedule 7.12 attached hereto;

                    (h)   liens for taxes, assessments or governmental
               charges and liens incident to construction, which are either
               not delinquent or are being contested in good faith by
               appropriate proceedings which prevent foreclosure of such
               liens and for which adequate reserves have been provided, and
               easements, restrictions, minor title irregularities and
               similar matters which have no adverse effect upon the
               ownership and use of the affected Property by the Company; 

                    (i)   liens on Permitted Property securing indebtedness
               permitted under Section 7.13 hereof; and

                    (j)   liens on the Company's Wisconsin Rapids, Wisconsin
               office building and land referred to in Section 7.22 hereof.

               Section 7.13.  Borrowings and Guaranties.  The Company will
   not issue, incur, assume, create or have outstanding any indebtedness for
   borrowed money (including as such all indebtedness representing the
   deferred purchase price of Property and all obligations of the Company
   with respect to letters of credit and banker's acceptances) or customer
   advances, nor be or remain liable, whether as endorser, surety, guarantor
   or otherwise, for or in respect of any liability or indebtedness of any
   other Person other than:

                    (a)   indebtedness of the Company arising under or
               pursuant to this Agreement or the other Loan Documents;

                    (b)   the liability of the Company arising out of the
               endorsement for deposit or collection of commercial paper
               received in the ordinary course of business;

                    (c)   indebtedness of the Company existing on the date
               hereof and disclosed to the Bank in the August 31, 1996
               financial statements referred to in Section 5.3 hereof;

                    (d)   indebtedness not otherwise permitted by this
               Section 7.13 which is incurred, directly or indirectly, to
               finance the acquisition of Property; 

                    (e)   Funded Debt; and

                    (f)   renewals, extensions and refinancings of and
               amendments to each of the foregoing.

               Section 7.14.  Investments, Loans, Advances and Acquisitions. 
   The Company will not make or retain any investment (whether through the
   purchase of stock, obligations or otherwise) in or make any loan or
   advance to, any other Person or acquire substantially as an entirety the
   Property or business of any other Person, other than:

                    (a)   investments in certificates of deposit having a
               maturity of one year or less issued by the Bank;

                    (b)   investments, loans and advances in or to any
               existing wholly-owned Subsidiary, provided that the respective
               amounts thereof shall not exceed the amounts disclosed to the
               Bank in the August 31, 1996 financial statements referred to
               in Section 5.3 hereof; 

                    (c)   travel advances, entertainment and moving expenses
               and directors fees to officers, directors and employees of the
               Company in the ordinary course of business;

                    (d)   receivables arising in the ordinary course of the
               Company's business; 

                    (e)   full faith and credit obligations of the United
               States and securities the payment of principal of and interest
               on is unconditionally guaranteed by the United States;
               provided that all such obligations and securities shall have a
               maturity of one year or less;

                    (f)   acquisition of Cranberry Businesses, provided, that
               (i) such acquisition has the effective written consent or
               prior approval of the board of directors (or equivalent
               governing body) of the Person being acquired, (ii) the
               aggregate cash consideration paid by the Company for the
               acquisition of cranberry bogs after October 3, 1997 shall not
               exceed $5,000,000 in each fiscal year without the prior
               written consent of the Bank and the Participants and (iii) the
               Company grants to the Bank a first priority lien on the
               subject bogs;

                    (g)   investments in entities engaged in the Cranberry
               Business; and

                    (h)   investments in an amount not to exceed $5,000,000
               in a Subsidiary or joint venture engaged in developing
               cranberry growing properties in the Republic of Ireland; and

                    (i)   loans and advances to Wildhawk, Inc. in an
               aggregate principal amount outstanding at any time not to
               exceed $500,000.

               Section 7.15.  Sale of Property.  The Company will not sell,
   lease, assign, transfer or otherwise dispose of (whether in one
   transaction or in a series of transactions) all or a material part of its
   Property to any other Person; provided, however, that so long as no Event
   of Default or Default has occurred and is continuing, this Section shall
   not prohibit:

                    (a)   sales of inventory (including crops and severed
               vines) in the ordinary course of business;

                    (b)   sales or leases of surplus, obsolete or worn-out
               machinery and equipment; and

                    (c)   the sale/leaseback transactions permitted by
               Section 7.21(ii) hereof.

               For purposes of this Section, "Material Part" shall mean 5% or
   more of the lesser of the book or fair market value of the Property of the
   Company.

               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 $0.04 per share during each fiscal quarter of the
   Company's fiscal years ending August 31, 1997 and August 31, 1998, and
   (iii) during each fiscal quarter of the Company ending after August 31,
   1998, pay dividends in an amount not to exceed 50% of the Company's Net
   Income for the period beginning September 1, 1998 and ending on the last
   day of the most recent fiscal quarter.

               Section 7.17.  Notice of Suit or Adverse Change in Business. 
   The Company shall, as soon as possible, and in any event within five
   Business Days after the Company learns of the following, give written
   notice to the Bank of (a) any material proceeding(s) being instituted or
   threatened to be instituted by or against the Company in any federal,
   state, local or foreign court or before any commission or other regulatory
   body (federal, state, local or foreign), (b) any material adverse change
   in the business, Property or condition, financial or otherwise,
   (including, without limitation, any material loss or depreciation in the
   value of the Collateral) of the Company and (c) the occurrence of any
   Default or Event of Default hereunder.

               Section 7.18.  ERISA.  The Company will promptly pay and
   discharge all obligations and liabilities arising under ERISA of a
   character which if unpaid or unperformed would result in the imposition of
   a lien against any of its Property and will promptly notify the Bank of
   (a) the occurrence of any reportable event (as defined in ERISA) which
   might result in the termination by the PBGC of any Plan, (b) receipt of
   any notice from PBGC of its intention to seek termination of any such Plan
   or appointment of a trustee therefor, and (c) its intention to terminate
   or withdraw from any Plan.  The Company will not terminate any such Plan
   or withdraw therefrom unless it shall be in compliance with all of the
   terms and conditions of this Agreement after giving effect to any
   liability to PBGC resulting from such termination or withdrawal.

               Section 7.19.  Use of Proceeds.  The Company shall use the
   proceeds of the Term Loan Two solely to finance the acquisition and
   construction of fixed assets constituting the concentrating plant and
   equipment  located at the Company's facilities in Wisconsin Rapids,
   Wisconsin, and to reimburse the Company for sums already expended by the
   Company in connection therewith; the Company shall use the proceeds of the
   Term Loan Three solely to finance the acquisition of the bog in Hanson,
   Massachusetts; and the Company shall use the proceeds of the Term Loan One
   and all Revolving Credit Loans made hereunder solely for lawful corporate
   purposes.

               Section 7.20.  Subsidiaries.  The Company will not, directly
   or indirectly, create or acquire any Subsidiaries without prior approval
   of the Bank, except for the Ireland operation.

               Section 7.21.  Additional Capital.  No later than the date
   that is one year after the date hereof the Company shall use its best
   efforts (i) to issue or privately place debt securities maturing no less
   than five years after the date of issuance and having scheduled principal
   repayments of less than 50% of the original principal amount thereof
   during the first five years after they are issued and/or (ii) to
   consummate a sale/leaseback transaction, such that the gross cash
   consideration to be received by the Company as a result of the
   transactions identified in clauses (i) and (ii) above is not less than
   $15,000,000.  Notwithstanding the foregoing, the Company shall not be
   obligated to enter into any transaction which the Company does not in good
   faith believe to be in its best interest.

               Section 7.22.  Capital Expenditures.  The Company will not
   expend or become obligated for capital expenditures as determined in
   accordance with generally accepted accounting principles (excluding
   amounts spent on cranberry bog acquisitions to the extent permitted by
   Section 7.14(f) hereof and excluding up to $1,500,000 of amounts actually
   expended by the Company for the purchase and renovation of its Wisconsin
   Rapids, Wisconsin office building) in an aggregate amount in excess of
   $6,000,000 during any fiscal year of the Company.

   SECTION 8.  EVENTS OF DEFAULT AND REMEDIES.

               Section 8.1.   Events of Default Defined.  Any one or more of
   the following shall constitute an Event of Default:

                    (a)   Default in the payment within three days when due
               of any principal of or interest on any Note or Reimbursement
               Obligation, or in the payment within five days when due of any
               costs, expenses or fees under this Agreement or any of the
               other Loan Documents, whether on demand or at the stated due
               date thereof or as required by Section 2.3 hereof or at any
               other time provided in this Agreement;

                    (b)   Default in the observance or performance of any
               covenant, condition, agreement or provision in Sections 7.3,
               7.4, 7.6, 7.8, 7.9, 7.10, 7.11, 7.12, 7.13, 7.14, 7.15, 7.16,
               7.17, 7.19, 7.20, 7.21 or 7.22 of this Agreement, or of any
               provision of the Collateral Documents requiring the
               maintenance of insurance on the Collateral subject thereto or
               dealing with the use or remittance of proceeds of such
               Collateral;

                    (c)   Default in the observance or performance of any
               covenant, condition, agreement or provision in this Agreement
               or in any of the other Loan Documents and such default shall
               continue for 30 days after written notice thereof to the
               Company by the Bank;

                    (d)   Default shall occur under any evidence of
               indebtedness for borrowed money in an aggregate principal
               amount in excess of $1,000,000 issued or assumed or guaranteed
               by the Company or any Subsidiary or under any mortgage,
               agreement or other similar instrument under which the same may
               be issued or secured and such default shall continue for a
               period of time sufficient to permit the acceleration of
               maturity of any indebtedness evidenced thereby or outstanding
               thereunder;

                    (e)   Any representation or warranty made by the Company
               herein or in any of the other Loan Documents or in any
               statement or certificate furnished by it pursuant hereto or
               thereto proves untrue in any material respect as of the date
               of the issuance or making thereof;

                    (f)   Any judgment or judgments, writ or writs, or
               warrant or warrants of attachment, or any similar process or
               processes in an aggregate amount in excess of $500,000 shall
               be entered or filed against the Company, any Subsidiary or
               against any of their respective Property or assets and remains
               unpaid, unvacated, unbonded or unstayed for a period of 30
               days from the date of its entry;

                    (g)   The Company or any Subsidiary except Wildhawk, Inc.
               and W.S.C. Water Management Corp. shall (i) have entered
               involuntarily against it an order for relief under the
               Bankruptcy Code of 1978, as amended, (ii) not pay, or admit in
               writing its inability to pay, its debts generally as they
               become due or suspend payment of its obligations, (iii) make
               an assignment for the benefit of creditors, (iv) apply for,
               seek, consent to, or acquiesce in, the appointment or a
               receiver, custodian, trustee, conservator, liquidator or
               similar official for it or any substantial part of its
               Property, (v) institute any proceeding seeking to have entered
               against it an order for relief under the Bankruptcy Code of
               1978, as amended, to adjudicate it insolvent, or seeking
               dissolution, winding up, liquidation, reorganization,
               arrangement, marshalling of assets, adjustment or composition
               of it or its debts under any law relating to bankruptcy,
               insolvency or reorganization or relief of debtors or fail to
               file an answer or other pleading denying the material
               allegations of any such proceeding filed against it, (vi) fail
               to contest in good faith any appointment or proceeding
               described in Section 8.1(h) hereof, or (vii) take any action
               in furtherance of any of the foregoing purposes; or

                    (h)   A custodian, receiver, trustee, conservator,
               liquidator or similar official shall be appointed for the
               Company, any Subsidiary except Wildhawk, Inc. and W.S.C. Water
               Management Corp. or any substantial part of their respective
               Property, or a proceeding described in Section 8.1(g)(v) shall
               be instituted against the Company and such appointment
               continues undischarged or any such proceeding continues
               undismissed or unstayed for a period of 60 days.

               Section 8.2.   Remedies for Non-Bankruptcy Defaults.  When any
   Event of Default, other than an Event of Default described in subsections
   (g) or (h) of Section 8.1 hereof, has occurred and is continuing, the Bank
   may, by notice to the Company, take either or both of the following
   actions:  (i) terminate the commitments of the Bank hereunder on the date
   (which may be the date thereof) stated in such notice, and (ii) declare
   the principal of and the accrued interest on the Notes and Reimbursement
   Obligations then outstanding to be forthwith due and payable and thereupon
   said Notes and Reimbursement Obligations, including both principal and
   interest, shall be and become immediately due and payable together with
   all other amounts payable under this Agreement without further demand,
   presentment, protest or notice of any kind.

               Section 8.3.   Remedies for Bankruptcy Defaults.  When any
   Event of Default described in subsections 8.1(g) or 8.1(h) has occurred
   and is continuing, then the then unpaid balance of the Notes and
   Reimbursement Obligations, including both principal and interest, and all
   fees, charges and commissions payable hereunder, shall immediately become
   due and payable without presentment, demand, protest or notice of any
   kind, the obligation of the Bank to extend further credit pursuant to any
   of the terms hereof shall immediately terminate and the Bank may exercise
   all remedies available to it under the Collateral Documents.

               Section 8.4.   Collateral for Undrawn L/Cs.  Promptly
   following the acceleration of the maturity of the Notes pursuant to
   Section 8.2 or 8.3 hereof, the Company shall immediately pay to the Bank
   the full amount available to be drawn under all outstanding L/Cs.  The
   Bank shall hold all such funds and proceeds thereof as additional
   collateral security for the obligations of the Company to the Bank under
   the Loan Documents.  The Company acknowledges and agrees that the Bank
   would not have an adequate remedy at law for failure of the Company to
   honor any of its obligations under this Section 8.4 and that the Bank
   shall have the right to require the Company to specifically perform such
   undertaking whether or not any draws have been made under any such L/Cs.

   SECTION 9.  DEFINITIONS.

               The following terms when used herein shall have the following
   meanings; such terms to be equally applicable to both the singular and
   plural of the terms defined (capitalized terms defined elsewhere in this
   Agreement to have the meanings so ascribed to them in all provisions of
   this Agreement).

               "Adjusted LIBOR Rate" shall mean a rate per annum determined
   pursuant to the following formula:

               Adjusted LIBOR Rate = ________LIBOR___________
                          100%-Reserve Percentage

               "Affiliate" shall mean any person, firm, corporation or entity
   (herein collectively called a "Person") directly or indirectly controlling
   or controlled by, or under direct or indirect common control with, another
   Person.  A Person shall be deemed to control another Person for the
   purposes of this definition if such first Person possesses, directly or
   indirectly, the power to direct, or cause the direction of, the management
   and policies of the second Person, whether through the ownership of voting
   securities, common directors, trustees or officers, by contract or
   otherwise.  

               "Agreement" shall mean this Amended and Restated Credit
   Agreement, as the same may be supplemented and amended from time to time.

               "Amortization" shall mean amortization expense determined in
   accordance with generally accepted accounting principles consistently
   applied.

               "Applicable Margin" shall mean, with respect to the commitment
   fee and each type of Portion described below, the rate of interest per
   annum shown below for the range of Senior Funded Debt Ratio specified
   below:


                        Level I     Level II       Level III      Level IV

                                   [greater than [greater than  [greater than
    Senior Funded                  or less than] or less than]  or less than]
     Debt Ratio            <1.5X   1.5X and 2.5X   2.5X and 3X             3X

    Revolving Credit
     Domestic Rate
     Margin                   0%              0%            0%           .25%

    Revolving Credit
     LIBOR Margin          1.25%           1.50%         2.00%          2.25%

    Commitment Fee          .25%            .25%         .385%           .50%

    Term Loan Domestic
     Rate Margin              0%              0%          .50%           .75%

    Term Loan LIBOR
     Margin                1.75%           2.00%          2.5%          2.75%

               Not later than five Business Days after receipt by the Bank of
   financial statements called for by Section 7.4(a), (b) and (c) hereof for
   each fiscal quarter of the Company (such date being referred to herein as
   the "Test Date"), the Bank shall (i) determine the Senior Funded Debt
   Ratio for the applicable period and (ii) promptly notify the Company and
   the Participants of such determination and of any change in the Applicable
   Margins resulting therefrom.  Any such change in the Applicable Margins
   shall be effective as of the date the Bank so notifies the Company and the
   Participants with respect to all Portions outstanding on such date, and
   such new Applicable Margins shall continue in effect until the effective
   date of the next quarterly redetermination in accordance with the terms
   hereof; provided, however, that if the Company is late in delivering such
   financial statements, and upon receipt of such financial statements the
   Bank determines that a higher pricing Level is applicable, then such new
   Applicable Margins (at said higher Level) shall be retroactively effective
   as of the related Test Date.  Each determination of the Senior Funded Debt
   Ratio and Applicable Margins by the Bank in accordance with the terms
   hereof shall be conclusive and binding on the Company and the Participants
   absent manifest error.  The Applicable Margins shall first be adjusted
   upon receipt of the financial statements for the fiscal quarter ending May
   31, 1998.  From the date hereof until the Applicable Margins are first
   adjusted pursuant hereto, the Applicable Margins shall be those set forth
   in Level III above.

               "Business Day" shall mean any day (other than a Saturday or
   Sunday) on which banks are generally open for business in Chicago,
   Illinois and, when used with respect to LIBOR Portions, a day on which
   banks generally are also dealing in United States Dollar deposits in
   London, England and Nassau, Bahamas.

               "Capital Expenditures" shall mean for any period, expenditures
   for any fixed assets, or for improvements, replacements, substitutions or
   additions therefor or thereto, which have a useful life of one year or
   more, including (i) the direct or indirect acquisition of such assets by
   way of increased product service charges, offset items or otherwise and
   (ii) the acquisition of such assets pursuant to a lease, to the extent
   such acquisition would be treated as a capital expenditure pursuant to
   generally accepted accounting principles consistently applied, but shall
   not include (a) funds actually expended by the Company for preproduction
   costs, for the purchase and planting of cranberry vines or for the
   purchase of additional cranberry marshes permitted by the terms hereof,
   and (b) payments made under leases of real or personal property, whether
   or not the acquisition of such real or personal property constituted a
   Capital Expenditure when made. 

               "Collateral" shall mean all property and rights that may from
   time to time secure the payment of any of the Company's indebtedness,
   obligations and liabilities to the Bank under any of the Loan Documents.

               "Collateral Documents" shall mean all mortgages, deeds of
   trust, security agreements, assignments, financing statements and other
   documents as shall from time to time secure any of the Notes and other
   obligations of the Company to the Bank.

               "Commitments" shall mean the Revolving Credit Commitment and
   the Term Credit Commitments.

               "Cranberry Businesses" shall mean the operation of cranberry
   bogs (and the development thereof) and the production, distribution,
   processing, marketing and brokering of cranberries, cranberry products and
   other fresh fruit or juice products.

               "Depreciation" shall mean depreciation expense, determined in
   accordance with generally accepted accounting principles, consistently
   applied.

               "Domestic Rate" shall mean a fluctuating interest rate per
   annum at all times equal to the rate of interest announced by Harris Trust
   and Savings Bank ("Harris") from time to time as its prime commercial rate
   with any change in such rate resulting from a change in said prime
   commercial rate to be effective as of the date of the relevant change in
   said prime commercial rate (the "Harris Prime Rate"), provided that if the
   rate per annum determined by adding 1/2 of 1% to the rate at which Harris
   would offer to sell federal funds in the interbank market on or about
   10:00 A.M. (Chicago time) on any day (the "Adjusted Fed Funds Rate") shall
   be higher than the Harris Prime Rate on such day, then the Domestic Rate
   for such day and for any succeeding day which is not a Business Day shall
   be such Adjusted Fed Funds Rate.  The determination of the Adjusted Fed
   Funds Rate by the Bank shall be final and conclusive provided it has acted
   in good faith in connection therewith.

               "EBITDA" shall mean, with reference to any period, Net Income
   for such period plus all amounts deducted in arriving at such Net Income
   amount in respect of (a) Interest Expense of such period, plus (b)
   federal, state and local income taxes for such period, plus (c) all
   amounts properly charged for Depreciation and Amortization during such
   period.

               "Event of Default" shall mean any event or condition specified
   as such in Section 8.1 hereof and "Default" shall mean any event or
   condition which with the lapse of time, the giving of notice or both would
   constitute an Event of Default.

               "Fixed Charge Coverage Ratio" shall mean 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,
   Reimbursement Obligations and L/Cs outstanding under this Agreement) (the
   "Current Maturities"); provided, however, that for the fiscal quarter
   ending May 31, 1998, the Fixed Charge Coverage Ratio shall be determined
   on the basis of the amounts specified above for the three fiscal quarters
   then ended, and only 75% of the amount of the Current Maturities shall be
   included in the calculation of the Fixed Charge Coverage Ratio as of the
   last day of such fiscal quarter.

               "Fixed Rate" shall mean an Adjusted LIBOR Rate or an Offered
   Rate, as the context may require.

               "Funded Debt" with respect to any Person shall mean all
   indebtedness for borrowed money of such Person and with respect to the
   Company all indebtedness for borrowed money of the Company, in each case
   maturing by its terms more than one year after, or which is renewable or
   extendible at the option of such Person for a period ending one year or
   more after, the date of determination, and shall include indebtedness for
   borrowed money of such maturity created, assume or guaranteed by such
   Person either directly or indirectly, including obligations of such
   maturity secured by liens upon Property of such Person and upon which such
   entity customarily pays the interest, all current maturities of all such
   indebtedness of such maturity and all rental payments under capitalized
   leases of such maturity and all indebtedness outstanding under this
   Agreement, and in any event including all amounts outstanding under this
   Agreement.

               "Interest Expense" shall mean for any period all interest
   expense during such period,  all determined in accordance with generally
   accepted accounting principles consistently applied.

               "Interest Period" means, (a) with respect to any LIBOR
   Portion, the period commencing on, as the case may be, the creation,
   continuation or conversion date with respect to such LIBOR Portion and
   ending one (1), two (2), three (3) or six (6) months thereafter as
   selected by the Company in its notice as provided herein, and (b) with
   respect to any Offered Rate Portion, the period commencing on, as the case
   may be, the creation, continuation or conversion date with respect to such
   Offered Rate Portion and ending 1 to 60 days thereafter as selected by the
   Company in its notice as provided herein; provided that, all of the
   foregoing provisions relating to Interest Periods are subject to the
   following:

                    (i)   if any Interest Period would otherwise end on a day
               which is not a Business Day, that Interest Period shall be
               extended to the next succeeding Business Day, unless in the
               case of an Interest Period for a LIBOR Portion the result of
               such extension would be to carry such Interest Period into
               another calendar month in which event such Interest Period
               shall end on the immediately preceding Business Day;

                    (ii)  no Interest Period may extend beyond the final
               maturity date of the Note;

                    (iii) the interest rate to be applicable to each Fixed
               Rate Portion for each Interest Period shall apply from and
               including the first day of such Interest Period to but
               excluding the last day thereof; and

                    (iv)  no Interest Period may be selected if after giving
               effect thereto the Company will be unable to make a principal
               payment scheduled to be made during such Interest Period
               without paying part of a Fixed Rate Portion on a date other
               than the last day of the Interest Period applicable thereto.

   For purposes of determining an Interest Period, a month means a period
   starting on one day in a calendar month and ending on a numerically
   corresponding day in the next calendar month, provided, however, if an
   Interest Period begins on the last day of a month or if there is no
   numerically corresponding day in the month in which an Interest Period is
   to end, then such Interest Period shall end on the last Business Day of
   such month.

               "L/C" shall have the meaning specified in Section 1.5 hereof.

               "L/C Administrative Fee" shall have the meaning specified in
   Section 1.5 hereof.

               "L/C Agreement" shall have the meaning specified in Section
   1.5 hereof.

               "L/C Issuance Fee" shall have the meaning specified in Section
   1.5 hereof.

               "L/C Participation Fee" shall have the meaning specified in
   Section 1.5 hereof.

               "LIBOR Index Rate" shall mean, for any Interest Period
   applicable to a LIBOR Portion, the rate per annum (rounded upwards, if
   necessary, to the next higher one hundred-thousandth of a percentage
   point) for deposits in U.S. dollars for a period equal to such Interest
   Period, which appears on the Telerate Page 3750 as of 11:00 a.m. 12
   (London, England time) on the Business Day two (2) Business Days before
   the commencement of such Interest Period.

               "LIBOR Rate" shall mean for each Interest Period applicable to
   a LIBOR Portion, (a) the LIBOR Index Rate for such Interest Period, if
   such rate is available, and (b) if the LIBOR Index Rate cannot be
   determined, the arithmetic average of the rate of interest per annum
   (rounded upwards, if necessary, to nearest 1/100 of 1%) at which deposits
   in U.S. dollars in immediately available funds are offered to the Bank at
   11:00 a.m. (London, England time) on the Business Day two (2) Business
   Days before the beginning of such Interest Period by major banks in the
   interbank eurodollar market for a period equal to such Interest Period and
   in an amount equal or comparable to the principal amount of the LIBOR
   Portion scheduled to be made by the Bank during such Interest Period.

               "Loan Documents" shall mean this Agreement, the L/C
   Agreements, the Collateral Documents and the Notes.

               "Net Income" shall mean net income determined in accordance
   with generally accepted accounting principles, consistently applied.

               "Net Worth" shall mean the sum of all capital stock, preferred
   stock, capital in excess of par value and retained earnings of the
   Company, determined in accordance with generally accepted accounting
   principles, consistently applied.

               "Notes" shall mean the Revolving Credit Note and the Term
   Credit Notes and "Note" shall mean any of the Notes.

               "Offered Rate" shall mean the rate per annum quoted to the
   Company by the Bank for the applicable Interest Period, such Offered Rate
   being subject at all times to the provisions of Section 2.4 hereof.

               "Participants" shall mean, collectively, Mercantile, Norwest,
   Firstar and any other party to the Participation Agreement (other than the
   Bank) from time to time; and "Participant" shall mean any of the
   Participants.

               "Participation Agreement" shall mean that certain Second
   Amended and Restated Participation Agreement dated as of October 3, 1997
   by and among the Bank, Mercantile Bank National Association
   ("Mercantile"), Norwest Bank Minnesota, National Association ("Norwest"),
   Firstar Bank Milwaukee, N.A. ("Firstar") and any other party thereto from
   time to time, as the same may from time to time be modified, amended or
   restated pursuant to the terms hereof and thereof.

               "PBGC" shall mean the Pension Benefit Guaranty Corporation.

               "Permitted Property" shall mean all Property except
   receivables, crops, inventory and the Collateral.

               "Person" shall mean any individual, sole proprietorship,
   partnership, joint venture, trust, unincorporated organization,
   association, corporation, institution, entity, party or government
   (whether national, federal, state, provincial, county, city, municipal or
   otherwise, including, without limitation, any instrumentality, division,
   agency, body or department thereof).

               "Plan" shall mean any employee benefit plan covering any
   officers or employees of the Company, any benefits of which are, or are
   required to be, guaranteed by PBGC.

               "Property" shall mean any interest in any kind of property or
   asset, whether real, personal or mixed, or tangible or intangible.

               "Reimbursement Obligation" shall have the meaning specified in
   Section 1.6 hereof.

               "Reserve Percentage" shall mean, for the purpose of computing
   the Adjusted LIBOR Rate, the maximum rate of all reserve requirements
   (including, without limitation, any marginal emergency, supplemental or
   other special reserves) imposed by the Board of Governors of the Federal
   Reserve System (or any successor) under Regulation D on Eurocurrency
   liabilities (as such term is defined in Regulation D) for the applicable
   Interest Period as of the first day of such Interest Period, but subject
   to any amendments to such reserve requirement by such Board or its
   successor, and taking into account any transitional adjustments thereto
   becoming effective during such Interest Period.  For purposes of this
   definition, LIBOR Portions shall be deemed to be Eurocurrency liabilities
   as defined in Regulation D without benefit of or credit for prorations,
   exemptions or offsets under Regulation D.

               "Revolving Credit Termination Date" shall mean December 31,
   2000, 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.

               "Senior Funded Debt Ratio" shall mean, as of any time the same
   is to be determined, the ratio of the aggregate outstanding principal
   amount of the Company's Funded Debt at such time to the Company's EBITDA
   for the four fiscal quarters of the Company most recently ended (but for
   the fiscal quarter ending May 31, 1998, such determination shall utilize
   an annualized EBITDA derived from the Company's EBITDA for the three
   fiscal quarters then ended).

               "Subsidiary" shall mean collectively any corporation or other
   entity at least a majority of the outstanding voting shares of which is at
   the time owned directly or indirectly by the Company and/or its
   Subsidiaries.

               "Telerate Page 3750" shall mean the display designated as
   "Page 3750" on the Telerate Service (or such other page as may replace
   Page 3750 on that service or such other service as may be nominated by the
   British Bankers' Association as the information vendor for the purpose of
   displaying British Bankers' Association Interest Settlement Rates for U.S.
   Dollar deposits).

               "Term Credit Commitments" shall mean, collectively, the Term
   One Commitment, the Term Two Commitment and the Term Three Commitment.

               "Term Credit Notes" shall mean, collectively, Term Credit Note
   One, Term Credit Note Two and Term Credit Note Three; and "Term Credit
   Note" shall mean any of the Term Credit Notes.

               "Term Credit Note One" shall have the meaning specified in
   Section 1.2(a) hereof.

               "Term Credit Note Two" shall have the meaning specified in
   Section 1.2(b) hereof.

               "Term Credit Note Three" shall have the meaning specified in
   Section 1.2(c) hereof.

               "Term Loans" shall mean, collectively, the Term Loan One, the
   Term Loan Two and the Term Loan Three; and "Term Loan" shall mean any of
   the Term Loans."

               "Term Loan One" shall have the meaning specified in Section
   1.2(a) hereof.

               "Term Loan Two" shall have the meaning specified in Section
   1.2(b) hereof.

               "Term Loan Three" shall have the meaning specified in Section
   1.2(ac hereof.

   SECTION 10. MISCELLANEOUS.

               Section 10.1.  Holidays.  If any principal of any of the Notes
   shall fall due on a Saturday, Sunday or on another day which is a legal
   holiday for lenders in the State of Illinois, interest at the rates such
   Notes bear for the period prior to maturity shall continue to accrue on
   such principal from the stated due date thereof to and including the next
   succeeding Business Day on which the same is payable.

               Section 10.2.  No Waiver, Cumulative Remedies.  No delay or
   failure on the part of the Bank in the exercise of any power or right
   shall operate as a waiver thereof, nor as an acquiescence in any Default
   or Event of Default nor preclude any other or further exercise thereof, or
   the exercise of any other power or right, and the rights and remedies
   hereunder of the Bank are cumulative to, and not exclusive of, any rights
   or remedies which any of them would otherwise have.

               Section 10.3.  Waivers, Modifications and Amendments.  Any
   provision hereof or of the Notes or Collateral Documents, may be amended,
   modified, waived or released upon the written consent of the Company and
   the Bank, and any Default or Event of Default and its consequences may be
   rescinded and annulled upon the written consent of the Bank.

               Section 10.4.  Costs and Expenses.  The Company agrees to pay
   on demand all reasonable out-of-pocket costs and expenses of the Bank in
   connection with the negotiation, preparation, execution, delivery,
   recording and/or filing and/or release of this Agreement, the Notes and
   the Collateral Documents and the other instruments and documents to be
   delivered hereunder or thereunder or in connection with the transactions
   contemplated hereby or thereby or in connection with any consents
   hereunder or thereunder or waivers or amendments hereto or thereto,
   including the fees and expenses of counsel for the Bank with respect to
   all of the foregoing, and all recording, filing, title insurance or other
   fees, costs and taxes incident to perfecting a lien upon the collateral
   security for the Notes, and all reasonable costs and expenses (including
   reasonable attorneys' fees), incurred by the Bank, any security trustee
   for the Bank or any other holders of a Note in connection with a default
   or the enforcement of this Agreement, the Notes or the Collateral
   Documents and the other instruments and documents to be delivered
   hereunder or thereunder.  The Company agrees to indemnify and save the
   Bank and any security trustee for the Bank harmless from any and all
   liabilities, losses, costs and expenses incurred by the Bank in connection
   with any action, suit or proceeding brought against the Bank or security
   trustee by any person which arises out of the transactions contemplated or
   financed hereby or by the Notes or Collateral Documents or out of any
   action or inaction by the Bank or any security Trustee hereunder or
   thereunder, except for such thereof as is caused by the gross negligence
   or willful misconduct of the party indemnified.  The provisions of this
   Section 10.4 and the protective provisions of Section 2 hereof shall
   survive payment of the Notes and the termination of the Commitments
   hereunder, subject, in the case of the protective provisions contained in
   Section 2 hereof, to the limitations set forth therein.

               Section 10.5.  Stamp Taxes.  Although the Company is of the
   opinion that no documentary or similar taxes are payable in respect to
   this Agreement, the Collateral Documents, or the Notes, the Company agrees
   that it will pay such taxes, including interest and penalties, in the
   event any such taxes are assessed, irrespective of when such assessment is
   made and whether or not any credit to it is then in use or available.

               Section 10.6.  Survival of Representations.  All
   representations and warranties made herein or in the Collateral Documents
   or in certificates given pursuant hereto shall survive the execution and
   delivery of this Agreement, the Collateral Documents and the Notes, and
   shall continue in full force and effect with respect to the date as of
   which they were made as long as any credit is in use or available
   hereunder.

               Section 10.7.  Construction.  The parties hereto acknowledge
   and agree that this Agreement shall not be construed more favorably in
   favor of one than the other based upon which party drafted the same, it
   being acknowledged that all parties hereto contributed substantially to
   the negotiation and preparation of this Agreement.

               Section 10.8.  Accounting Principles.  All computations of
   compliance with the terms hereof shall be made on the basis of generally
   accepted principles of accounting applied in a manner consistent with
   those used in the preparation of the audit report of the Company referred
   to in the first sentence of Section 5.3 hereof.

               Section 10.9.  Addresses for Notices.  All communications
   provided for herein shall be in writing and shall be deemed to have been
   given or made when served personally or three days after being deposited
   in the United States mail addressed, if to the Company, at 800 First
   Avenue South, Wisconsin Rapids, Wisconsin  54495-8020, Attention: John
   Swendrowski, if to the Bank at 111 West Monroe Street, Chicago, Illinois 
   60690, Attention:  Agribusiness Division, or at such other address as
   shall be designated by any party hereto in a written notice given to each
   party pursuant to this Section 10.9.

               Section 10.10. Headings.  Article and Section headings used in
   this Agreement are for convenience of reference only and are not a part of
   this Agreement for any other purpose.

               Section 10.11. Severability of Provisions. Any provision of
   this Agreement which is unenforceable in any jurisdiction shall, as to
   such jurisdiction, be ineffective to the extent of such unenforceability
   without invalidating the remaining provisions hereof or affecting the
   validity or enforceability of such provision in any other jurisdiction. 
   All rights, remedies and powers provided in this Agreement and the Notes
   may be exercised only to the extent that the exercise thereof does not
   violate any applicable mandatory provisions of law, and all the provisions
   of this Agreement and the Notes are intended to be subject to all
   applicable mandatory provisions of law which may be controlling and to be
   limited to the extent necessary so that they will not render this
   Agreement or the Notes invalid or unenforceable.

               Section 10.12. Counterparts.  This Agreement may be executed
   in any number of counterparts, and by different parties hereto on separate
   counterparts, and all such counterparts taken together shall be deemed to
   constitute one and the same instrument.

               Section 10.13. Binding Nature, Governing Law, Etc.  This
   Agreement shall be binding upon the Company and its successors and
   assigns, and shall inure to the benefit of the Bank and the benefit of its
   successors and assigns, including any subsequent holder of an interest in
   the Notes.  This Agreement and the Notes and the rights and duties of the
   parties hereto shall be construed and determined in accordance with, and
   shall be governed by the internal laws of the State of Illinois without
   regard to principles of conflicts of law.  This Agreement, together with
   the Notes and Collateral Documents constitutes the entire understanding of
   the parties with respect to the subject matter hereof and any prior
   agreements, whether written or oral, with respect thereto are superseded
   hereby except for prior understandings related to fees payable to the
   Bank.  The Company may not assign its rights hereunder without the written
   consent of the Bank.

               Section 10.14. Rights of Participants.  (a)  The Company
   authorizes the Bank to disclose to any Participant any financial or other
   information pertaining to the Company.  Each Participant shall be entitled
   to the full benefit of all indemnities and other provisions relative to
   reimbursement of the Bank of amounts sufficient to protect the yield of
   the Bank with respect to the loans hereunder, including, but not limited
   to Sections 2.8, 2.9, 2.10, 2.11, 3.7 and 10.4 (but only after an Event of
   Default) hereof; provided, however, if any Participant (each, a
   "Replaceable Participant") requests compensation pursuant to Sections 2.8,
   2.9, 2.10, 2.11 or 3.7 hereof at a rate materially in excess of that
   requested by any other Participant, the Company may, with the consent of
   the Bank, which consent shall not be unreasonably withheld, propose that
   another lender (a "Replacement Participant") which lender may be an
   existing Participant, be substituted for and replace the Replaceable
   Participant for purposes of this Agreement.  In the event a Replacement
   Participant is so substituted for the Replaceable Participant, then such
   substitution shall take place on a date acceptable to the Company, the
   Replaceable Participant and the Replacement Participant, as the case may
   be, but in no event later than the latest maturity date of any financial
   accommodations then outstanding hereunder, and such substitution shall
   take place through the execution of such instruments and documents as
   shall, in the opinion of the Bank, be reasonably necessary or appropriate
   for the Replacement Participant to assume in full the Participation
   Percentage of the Replaceable Participant (including, without limitation,
   the execution of any necessary amendment hereto or to the Participation
   Agreement making any new Replacement Participant a party thereto and such
   amendments to the Collateral Documents as may be necessary or appropriate
   to assure the credit extended by such Replacement Participant will be
   secured by the Collateral Documents as provided herein), providing that
   such assignment is made without recourse and without any representation
   or warranty with respect to the execution, legality, validity,
   enforceability, genuineness, sufficiency or value of this Agreement, the
   Participation Agreement or any other instrument or document furnished
   pursuant hereto or thereto or with respect to the financial condition of
   the Company or the performance or observance by the Company of any of its
   obligations under this Agreement, the Participation Agreement or any other
   instrument or document furnished pursuant hereto or thereto.  As a
   condition to its execution of such instruments and documents, the
   Replaceable Participant shall concurrently receive the full amount of its
   share of the Loans, L/Cs, Reimbursement Obligations, interest thereon and
   all accrued fees to which it is entitled under this Agreement or the
   Participation Agreement.  All expenses of the Bank incurred in connection
   with the foregoing shall be paid by the Company.

                    (b)   In the event the Bank or any Participant shall
               receive and retain any payment, whether by set-off or
               application of deposit balances or otherwise ("Set-off"), on
               or in respect of any Loan or other obligation outstanding
               under this Agreement or the other Loan Documents in excess of
               its ratable share of payments on all such Loans and other
               obligations then outstanding, then the Bank or such
               Participant, as applicable, shall purchase for cash at face
               value, but without recourse, ratably from each of the other
               Participants or the Bank, as applicable, such amount of such
               Loans and other obligations held by each such other party (or
               interest therein) as shall be necessary to cause the Bank or
               such Participant, as applicable, to share such excess payment
               ratably with all the other Participants and the Bank;
               provided, however, that if any such purchase is made by the
               Bank or any Participant, and if such excess payment or part
               thereof is thereafter recovered from such purchasing party,
               the related purchases from the other Participants or the Bank,
               as the case may be, shall be rescinded ratably and the
               purchase price restored as to the portion of such excess
               payment so recovered, but without interest.  For purposes of
               this Section 10.14(b), the Participants shall be treated as
               parties to this Agreement."

               Exhibits A, C, D and E and Schedule 7.12, inclusive of the
   Credit Agreement shall each be amended, and as so amended shall be
   restated in their entirety to read as set forth in Exhibits A, C, D and E
   and Schedule 7.12, hereto, respectively.

               The amendments reflected in the above and foregoing Amended
   and Restated Credit Agreement shall not become effective unless and until
   the following conditions precedent have been satisfied:

                    (a)   The Company and the Bank shall have executed this
               Amended and Restated Credit Agreement (such execution may be
               in several counterparts and the several parties hereto may
               execute on separate counterparts);

                    (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) the Revolving Credit Note;

                          (ii)     a Security Agreement Re: Inventory, Farm
                    Products and Receivables,

                          (iii)    a Second Amended and Restated
                    Participation Agreement;

                          (iv)     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; 

                          (v) 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
                    as contemplated by this Amended and Restated Credit
                    Agreement, secure the various obligations of the Company
                    under the Credit Agreement as amended and restated
                    hereby;  

                          (vi)     a Mortgage and Security Agreement with
                    Assignment of Rents from the Company covering the
                    Manitowish Waters Marsh (the "New Wisconsin Mortgage");

                          (vii)    such financing statements relating to the
                    New Wisconsin Mortgage and the Security Agreement Re: 
                    Inventory, Farm Products and Receivables as the Bank may
                    require;

                          (viii)   a mortgagee's policy of title insurance
                    (or a binding commitment therefor) in the amount of
                    $12,750,000, with a waiver of coinsurance insuring the
                    liens of the New Wisconsin Mortgage 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, a
                    letter of credit endorsement and doing business, usury
                    and zoning endorsements) as the Bank may require; and

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

                    (c)   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;

                    (d)   Each of the representations and warranties set
               forth in Section 5 of the Credit Agreement shall be true and
               correct;

                    (e)   The Company shall be in full compliance with all of
               the terms and conditions of the Credit Agreement and no Event
               of Default or Default shall have occurred and be continuing
               thereunder or shall result after giving effect to this Amended
               and Restated Credit Agreement; 

                    (f)   The Company shall at the time all other conditions
               precedent to the effectiveness of the above and foregoing
               amendments have been satisfied be able to comply with the
               conditions precedent to borrowing set forth in Section 6
               hereof; and

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

               The Company, by its execution of this Amended and Restated
   Credit Agreement, hereby represents and warrants the following as of the
   date hereof:

                    (a)   each of the representations and warranties set
               forth in Section 5 of the Amended and Restated Credit
               Agreement is true and correct, except that the representations
               and warranties made under Section 5.3 shall be deemed to refer
               to the most recent financial statements furnished to the Bank
               by the Company; 

                    (b)   the Company's Net Worth is at least $73,000,000;
               and

                    (c)   the Company is in full compliance with all of the
               terms and conditions of the Amended and Restated Credit
               Agreement and no Event of Default or Default has occurred and
               is continuing thereunder.

               Upon your acceptance hereof in the manner hereinafter set
   forth, this Agreement shall be a contract between us for the purposes
   hereinabove set forth.

               Dated as of October 3, 1997.

   Signature Page;
                                             Northland Cranberries, Inc.



                                             By   /s/ John Swendrowski
                                                  John Swendrowski
                                                  Its Chief Executive Officer

               Accepted and agreed to at Chicago, Illinois as of the day and
   year last above written.

                                             Harris Trust and Savings Bank



                                             By   /s/
                                                  Its Vice President

                                             111 W. Monroe Street
                                             Chicago, Illinois 60690
                                             Attention:  Agribusiness
                                              Division

   <PAGE>

                                    Exhibit A
                Northland Cranberries, Inc. Revolving Credit Note

                                                            Chicago, Illinois
   $75,000,000                                                October 3, 1997

               On the Revolving Credit Termination Date (as defined in the
   Credit Agreement referred to below), 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 the Bank in Chicago, Illinois, the
   principal sum of (i) Seventy-Five Million Dollars ($75,000,000), or (ii)
   such lesser amount as may at the time of the maturity hereof, whether by
   acceleration or otherwise, be the aggregate unpaid principal amount of all
   loans owing from the Company to the Bank under the Revolving Credit
   provided for in the Credit Agreement hereinafter mentioned.

               This Note evidences indebtedness loans constituting part of a
   "Domestic Rate Portion", Offered Rate Portions and "LIBOR Portions" as
   such terms are defined in that certain Amended and Restated Credit
   Agreement dated as of October 3, 1997 by and between the Company and
   Harris Trust and Savings Bank (the "Credit Agreement") made and to be made
   to the Company by the Bank under the Revolving Credit provided for under
   the Credit Agreement and the Company hereby promises to pay interest at
   the office specified above on each loan evidenced hereby at the rates and
   times specified therefor in the Credit Agreement.

               Each loan made under the Revolving Credit provided for in the
   Credit Agreement by the Bank to the Company against this Note, any
   repayment of principal hereon, the status of each such loan from time to
   time as part of the Domestic Rate Portion, an Offered Rate Portion or an
   LIBOR Portion and the interest rates and interest periods applicable
   thereto shall be endorsed by the holder hereof on the reverse side of this
   Note or recorded on the books and records of the holder hereof (provided
   that such entries shall be endorsed on the reverse side hereof prior to
   any negotiation hereof) and the Company agrees that in any action or
   proceeding instituted to collect or enforce collection of this Note, the
   entries so endorsed on the reverse side hereof or recorded on the books
   and records of the Bank shall be prima facie evidence of the unpaid
   balance of this Note and the status of each loan from time to time as part
   of a Domestic Rate Portion, an Offered Rate Portion or an LIBOR Portion
   and the interest rates and interest periods applicable thereto, absent
   manifest error.

               This Note is issued by the Company under the terms and
   provisions of the Credit Agreement and is secured by the Collateral
   Documents (as defined in the Credit Agreement), including without
   limitation a Security Agreements Re: Crops, from the Company, and this
   Note and the holder hereof are entitled to all of the benefits and
   security provided for thereby or referred to therein, to which reference
   is hereby made for a statement thereof.  This Note may be declared to be,
   or be and become, due prior to its expressed maturity upon the occurrence
   of an Event of Default specified in the Credit Agreement, voluntary
   prepayments may be made hereon, and certain prepayments are required to be
   made hereon, all in the events, on the terms and with the effects provided
   in the Credit Agreement.

               This Note is issued in substitution and replacement for, and
   evidences in part the indebtedness previously evidenced by, that certain
   Revolving Credit Note of the Company dated June 6, 1995 payable to the
   order of the Bank in the face principal amount of $21,000,000 and that
   certain Acquisition Credit Note of the Company dated June 6, 1995 payable
   to the order of the Bank in the face principal amount of $18,000,000.

               This Note shall be construed in accordance with, and governed
   by, the internal laws of the State of Illinois without regard to
   principles of conflict of law.

               The Company hereby waives presentment for payment and demand.

                                             Northland Cranberries, Inc.



                                             By   /s/ John Swendrowski
                                                  John Swendrowski
                                                  Its Chief Executive Officer

   <PAGE>


                                    Exhibit C
                           Letter of Credit Agreement



   <PAGE>


                                    Exhibit D
                     (To Be Retyped On Letterhead Of Counsel

                        And Dated As Of Date Of Closing)

                            __________________, 1997


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

   Gentlemen:

               We have served as counsel to Northland Cranberries, Inc., a
   Wisconsin, corporation (the "Company"), in connection with a revolving,
   term loan and acquisition credit facility being made available by you to
   the Company.  This opinion is delivered to you at the request of the
   Company pursuant to the Amended and Restated Credit Agreement referred to
   below.

               As such counsel, we have supervised the taking of the
   corporate proceedings necessary to authorize the execution and delivery
   of, and have examined executed originals of, the following:

                    (a)   Amended and Restated Credit Agreement by and
               between the Company and Harris Trust and Savings Bank (herein,
               the "Bank");

                    (b)   Revolving Credit Note of the Company payable to the
               order of the Bank in the principal sum of $75,000,000; 

                    (c)   Third Supplement to Mortgage and Security Agreement
               with Assignment of Rents relating to the Gordon Division
               property in Douglas County, Wisconsin;

                    (d)   Third Supplement to Mortgage and Security Agreement
               with Assignment of Rents relating to the Nekoosa and Biron
               Divisions' property in Wood County, Wisconsin;

                    (e)   Second Supplement to Mortgage and Security
               Agreement with Assignment of Rents relating to property in
               Juneau County, Wisconsin (Yellow River Marsh);

                    (f)   Second Supplement to Mortgage and Security
               Agreement with Assignment of Rents relating to property in
               Wood County, Wisconsin (Wolfe Marsh);

                    (g)   Second Supplement to Mortgage and Security
               Agreement with Assignment of Rents relating to property in
               Hanson, Massachusetts;

                    (h)   First Supplement to Mortgage and Security Agreement
               with Assignment of Rents relating to property in Juneau
               County, Wisconsin (F Marsh);

                    (i)   First Supplement to Mortgage and Security Agreement
               with Assignment of Rents relating to property in Price County,
               Wisconsin (Fifield);

                    (j)   Mortgage and Security Agreement with Assignment of
               Rents relating to property in ___________ County, Wisconsin
               from the Company to the Bank (Manitowish Waters Marsh);

                    (k)   Third Supplement to Security Agreement Re:
               Equipment from the Company to the Bank; 

                    (l)   Third Supplement to Security Agreement Re: Crops
               from the Company to the Bank;

                    (m)   Security Agreement Re: Inventory, Farm Products and
               Receivables from the Company to the Bank;

                    (n)   three (3) UCC Financing Statements executed by
               Company, as debtor, in favor of the Bank, as secured party,
               with two to be filed in the office of the Wisconsin Secretary
               of State and one to be recorded as a farm products filing in
               the Recorder's Office of Wood County, Wisconsin.

   The documents described above in subparagraphs (a) through (e) are
   hereinafter collectively referred to as "Loan Documents".  We have also
   examined and are familiar with:

                    (i)   A copy of the articles of incorporation of the
               Company certified as of ______________, 19___ by the Secretary
               of the State of Wisconsin; 

                    (ii)  Certificates dated _____________ from the Secretary
               of the States of _____________ and ______________,
               respectively, as to the good standing of the Company in those
               states;

                    (iii) A copy of the by-laws of the Company certified by
               the Secretary of the Company as being the by-laws of the
               Company in effect at all times since ____________, 19___;

                    (iv)  A copy certified by the Secretary of the Company of
               certain resolutions adopted by the board of directors [and the
               stockholders] of the Company; and

                    (v)   [Identify any other matters or items pertaining to
               organization, authority and good standing;]

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

               1.   The Company is a corporation duly organized and validly
   existing and in good standing under the laws of the State of Wisconsin
   with full and adequate corporate power and authority to carry on its
   business as now conducted and is duly licensed or qualified and in good
   standing in each jurisdiction wherein the conduct of its business or the
   assets and properties owned or leased by it require such licensing or
   qualification.

               2.   The Company has full right, power and authority to borrow
   from you, to mortgage, pledge, assign and otherwise encumber its assets
   and properties as collateral security for such borrowings, to execute and
   deliver the Loan Documents executed by it and to observe and perform all
   the matters and things therein provided for.  The execution and delivery
   of the Loan Documents executed by the Company does not, nor will the
   observance or performance of any of the matters or things therein provided
   for, contravene any provision of law or of the articles of incorporation,
   charter or by-laws of the Company (there being no other agreements under
   which the Company is organized) or, to the best of our knowledge after due
   inquiry, of any covenant, indenture or agreement binding upon or affecting
   the Company or any of its properties or assets.

               3.   The Loan Documents executed by the Company have been duly
   authorized by all necessary corporate action (no stockholder approval
   being required), have been executed and delivered by the proper officers
   of the Company and constitute valid and binding agreements of the Company
   enforceable against it in accordance with their respective terms, except
   as such terms may be limited by bankruptcy, insolvency or similar laws and
   legal or equitable principles affecting or limiting the enforcement of
   creditors' rights generally.

               4.   No order, authorization, consent, license or exemption
   of, or filing or registration with, any court or governmental department,
   agency, instrumentality or regulatory body, whether local, state or
   federal, is or will be required in connection with the lawful execution
   and delivery of the Loan Documents or the observance and performance by
   the Company of any of the terms thereof.

               5.   To the best of our knowledge after due inquiry, there is
   no action, suit, proceeding or investigation at law or in equity before or
   by any court or public body pending or threatened against or affecting the
   Company or any of its assets and properties which, if adversely
   determined, could result in any material adverse change in the properties,
   business, operations or financial condition of the Company or in the value
   of the collateral security for your loans and other credit accommodations
   to the Company.


   <PAGE>


                                    Exhibit E
                             Compliance Certificate

               This Compliance Certificate is furnished to Harris Trust and
   Savings Bank (the "Bank") pursuant to that certain Amended and Restated
   Credit Agreement dated as of October 3, 1997, by and between Northland
   Cranberries, Inc. (the "Company") and the Bank (the "Credit Agreement"). 
   Unless otherwise defined herein, the terms used in this Compliance
   Certificate have the meanings ascribed thereto in the Credit Agreement.

               The Undersigned hereby certifies that:

               1.   I am the duly elected ____________________________ of the
   Company;

               2.   I have reviewed the terms of the Credit Agreement and I
   have made, or have caused to be made under my supervision, a detailed
   review of the transactions and conditions of the Company and its
   Subsidiaries during the accounting period covered by the attached
   financial statements;

               3.   The examinations described in paragraph 2 did not
   disclose, and I have no knowledge of, the existence of any condition or
   the occurrence of any event which constitutes a Default or Event of
   Default during or at the end of the accounting period covered by the
   attached financial statements or as of the date of this Certificate,
   except as set forth below;

               4.   The financial statements required by Section 7.4 of the
   Credit Agreement and being furnished to you concurrently with this
   certificate are, to the best of my knowledge, true, correct and complete
   as of the dates and for the periods covered thereby; and

               5.   The Attachment hereto sets forth financial data and
   computations evidencing the Company's compliance with certain covenants of
   the Credit Agreement, all of which data and computations are, to the best
   of my knowledge, true, complete and correct and have been made in
   accordance with the relevant Sections of the Credit Agreement.

               Described below are the exceptions, if any, to paragraph 3 by
   listing, in detail, the nature of the condition or event, the period
   during which it has existed and the action which the Company has taken, is
   taking, or proposes to take with respect to each such condition or event:

                 _______________________________________________
                 _______________________________________________
                 _______________________________________________

               The foregoing certifications, together with the computations
   set forth in the Attachment hereto and the financial statements delivered
   with this Certificate in support hereof, are made and delivered this
   _________ day of __________________ 19___.


                                                       ,
                                        (Type or Print Name)     (Title)


   <PAGE>

                      Attachment to Compliance Certificate
                           Northland Cranberries, Inc.


        Compliance Calculations for Amended and Restated Credit Agreement
                           Dated as of October 3, 1997
                     Calculations as of _____________, 19___



     A.   Net Worth (Section 7.8)

     1.   Net Worth as defined                                     $_________
                                                                    =========
          2.   As listed in Section 7.8, for the date of this
               Certificate, Net Worth must be in an amount not
               less than                                           $_________
                                                                    =========
          3.   Company is in compliance?
               (Circle yes or no)                                      Yes/No
                                                                    =========
     B.   Fixed Charge Coverage Ratio (Section 7.9)

          1.   Net Income                                             _______

          2.   Sum of

               a.   Increase in Deferred Taxes                       ________
               b.   Depreciation expense                             ________
               c.   Amortization expense                             ________
               d.   Interest Expense                                 ________

               Sum of Lines 2a-2d                                    ________

          3.   Sum of Lines 1 and 2                                  ________

          4.   Interest Expense                                      ________

          5.   Scheduled payments of principal on long term debt     ________

          6.   Sum of Lines 4 and 5                                  ________

          7.   Ratio of Line 3 to Line 6                             ______:1
               ("Fixed Charge Coverage Ratio")                       ========

          8.   As listed in Section 7.9, for the date of
               this Certificate, Fixed Charge Coverage Ratio must
               be in an amount not less than                         ______:1
                                                                     ========
          9.   Company is in compliance?                               Yes/No
               (Circle Yes or No)

     C.   Funded Debt to Net Worth Ratio (Section 7.10)

          1.   Funded Debt as defined                                ________

          2.   Net Worth                                             ________
               (Line A1)

          3.   Ratio of Line 1 to Line 2                             ______:1
               ("Funded Debt to Net Worth Ratio")                    ========

          4.   As listed in Section 7.10, for the date of this
               Certificate, Funded Debt to Net Worth must be in
               an amount not greater than                            ______:1
                                                                     ========
          5.   Company is in compliance?                               Yes/No
               (Circle Yes or No)                                    ========

     D.   Net Income (Section 7.11)

          1.   Net Income (loss) as defined                         $________
                                                                     ========
          2.   Net loss must not exceed                             $(      )
                                                                     ========
          3.   Company is in compliance?                               Yes/No
               (Circle Yes or No)                                    ========

     E.   Senior Funded Debt Ratio (commencing May 31, 1998)

          1.   Senior Funded Debt                                   $________

          2.   EBITDA                                               $________
                                                                     ========
          3.   Ratio of Line 1 to Line 2                             ______:1
                                                                     ========
          4.   For purposes of determining the Applicable
               Margins, the ratio set forth on Line 3 above
               indicates pricing at                                Level ____
                                                                   ==========

   <PAGE>

   Schedule 7.12

                                 Permitted Liens
    



                Northland Cranberries, Inc. Revolving Credit Note

                                                            Chicago, Illinois
   $75,000,000                                                October 3, 1997

               On the Revolving Credit Termination Date (as defined in the
   Credit Agreement referred to below), 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 the Bank in Chicago, Illinois, the
   principal sum of (i) Seventy-Five Million Dollars ($75,000,000), or (ii)
   such lesser amount as may at the time of the maturity hereof, whether by
   acceleration or otherwise, be the aggregate unpaid principal amount of all
   loans owing from the Company to the Bank under the Revolving Credit
   provided for in the Credit Agreement hereinafter mentioned.

               This Note evidences indebtedness loans constituting part of a
   "Domestic Rate Portion", Offered Rate Portions and "LIBOR Portions" as
   such terms are defined in that certain Amended and Restated Credit
   Agreement dated as of October 3, 1997 by and between the Company and
   Harris Trust and Savings Bank (the "Credit Agreement") made and to be made
   to the Company by the Bank under the Revolving Credit provided for under
   the Credit Agreement and the Company hereby promises to pay interest at
   the office specified above on each loan evidenced hereby at the rates and
   times specified therefor in the Credit Agreement.

               Each loan made under the Revolving Credit provided for in the
   Credit Agreement by the Bank to the Company against this Note, any
   repayment of principal hereon, the status of each such loan from time to
   time as part of the Domestic Rate Portion, an Offered Rate Portion or an
   LIBOR Portion and the interest rates and interest periods applicable
   thereto shall be endorsed by the holder hereof on the reverse side of this
   Note or recorded on the books and records of the holder hereof (provided
   that such entries shall be endorsed on the reverse side hereof prior to
   any negotiation hereof) and the Company agrees that in any action or
   proceeding instituted to collect or enforce collection of this Note, the
   entries so endorsed on the reverse side hereof or recorded on the books
   and records of the Bank shall be prima facie evidence of the unpaid
   balance of this Note and the status of each loan from time to time as part
   of a Domestic Rate Portion, an Offered Rate Portion or an LIBOR Portion
   and the interest rates and interest periods applicable thereto, absent
   manifest error.

               This Note is issued by the Company under the terms and
   provisions of the Credit Agreement and is secured by the Collateral
   Documents (as defined in the Credit Agreement), including without
   limitation a Security Agreements Re: Crops, from the Company, and this
   Note and the holder hereof are entitled to all of the benefits and
   security provided for thereby or referred to therein, to which reference
   is hereby made for a statement thereof.  This Note may be declared to be,
   or be and become, due prior to its expressed maturity upon the occurrence
   of an Event of Default specified in the Credit Agreement, voluntary
   prepayments may be made hereon, and certain prepayments are required to be
   made hereon, all in the events, on the terms and with the effects provided
   in the Credit Agreement.

               This Note is issued in substitution and replacement for, and
   evidences in part the indebtedness previously evidenced by, that certain
   Revolving Credit Note of the Company dated June 6, 1995 payable to the
   order of the Bank in the face principal amount of $21,000,000 and that
   certain Acquisition Credit Note of the Company dated June 6, 1995 payable
   to the order of the Bank in the face principal amount of $18,000,000.

               This Note shall be construed in accordance with, and governed
   by, the internal laws of the State of Illinois without regard to
   principles of conflict of law.

               The Company hereby waives presentment for payment and demand.

                                             Northland Cranberries, Inc.



                                             By   /s/ John Swendrowski
                                                  John Swendrowski
                                                  Its Chief Executive Officer




                           NORTHLAND CRANBERRIES, INC.
                         AMENDED 1995 STOCK OPTION PLAN

                                October 21, 1997

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

             (f)  "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.

             (g)  "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).

             (h)  "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.

             (i)  "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.

             (j)  "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.

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

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

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

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

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

             (p)  "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)  ten 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.



                       EMPLOYMENT AND SEVERANCE AGREEMENT

             THIS AGREEMENT, made and entered into as of the 2nd day of June,
   1997, by and between NORTHLAND CRANBERRIES, INC., a Wisconsin corporation
   ("Company"), and JEROLD D. KAMINSKI ("Executive").


                                    RECITALS

             A.   The Executive has served as a director of the Company since
   1994 and has extensive management experience in product marketing,
   including holding the positions of Director of Marketing for the Food
   Service Division of General Mills Corporation since September 1993,
   Marketing Director of the Gold Medal Division of General Mills
   Corporation, and Marketing Manager of the Gold Medal Division of General
   Mills Corporation.

             B.   The Board of Directors of the Company (the "Board")
   believes that the Executive's experience in marketing products within the
   food industry, combined with his intimate knowledge of the business of the
   Company, will allow him to provide valuable service to the Company and its
   shareholders as an executive officer of the Company, and, in particular,
   in directing, managing and overseeing the growth and expansion of the
   Company's Northland brand 100% cranberry juice blend product line.

             C.   The Executive desires to be employed by the Company on the
   terms and conditions hereinafter set forth.

             D.   It is the intention of the parties hereto that this
   Agreement establish the terms of the Executive's employment by the Company
   both prior to and subsequent to a Change in Control of the Company (as
   hereinafter defined), if any such Change of Control of the Company were to
   occur.  Article I of this Agreement establishes the terms and conditions
   of the Executive's employment prior to any Change in Control of the
   Company.  Articles II and III of this Agreement establish the terms and
   conditions of the Executive's employment subsequent to any Change in
   Control of the Company.

             E.   The Company recognizes that circumstances in which a Change
   in Control of the Company occurs, through acquisition or otherwise, are
   highly disruptive and will cause uncertainty about the Executive's future
   employment with the Company without regard to the Executive's competence
   or past contributions and that such uncertainty may materially adversely
   affect the Company.

             F.   The Company and the Executive are desirous that any
   proposal for a Change in Control of the Company will be considered by the
   Executive objectively, with reference only to the best interests of the
   Company and its shareholders and without undue regard for the Executive's
   personal interests.

             G.   To promote continuity of management and attract and retain
   the services of the Executive and to further align the economic interests
   of the Executive with those of the Company's shareholders, the Board
   believes it is in the Company's and its shareholders' best interests to
   grant an equity interest in the Company to the Executive in the form of
   12,000 shares of the Company's Class A Common Stock, $.01 par value
   ("Stock") (to be adjusted subsequent to the date of this Agreement to take
   into account the effect of any subsequent stock dividends or stock splits)
   ("Stock"), which Stock is subject to certain restrictions on transfer by
   Executive to encourage Executive's longevity of service to the Company.

             H.   To further align the Executive's economic interests with
   those of the Company and its shareholders, the Board believes it is in the
   Company's best interests to grant the Executive options to purchase 10,000
   shares of Stock pursuant to the terms of the 1995 Stock Option Plan, which
   options shall be fully vested and immediately exercisable upon grant.

             NOW, THEREFORE, in consideration of the foregoing and of the
   mutual covenants and agreements hereinafter set forth, the parties hereto
   mutually covenant and agree as follows:

                                    ARTICLE I

                      EMPLOYMENT PRIOR TO CHANGE IN CONTROL

        1.1  First Employment Period.  For purposes of this Agreement, the
   term "First Employment Period" means the period commencing on the date of
   this Agreement and ending on the first to occur of the following:  (i) the
   date of termination of the Executive's employment pursuant to the terms of
   Article I of this Agreement; (ii) a Change in Control of the Company; or
   (iii) on the first anniversary of the date of this Agreement; provided,
   however, that the First Employment Period and the provisions of this
   Agreement relating thereto shall automatically renew for one additional
   year on the first anniversary of the date of this Agreement and on each
   anniversary thereafter, unless (a) a Change in Control of the Company has
   occurred; (b) the date of termination of the Executive's employment
   pursuant to the terms of Article I of this Agreement has occurred; or (c)
   at least ninety (90) days prior to such applicable annual anniversary of
   the date of this Agreement, the Executive shall have delivered to the
   Company, or the Company shall have delivered to the Executive, written
   notice that the First Employment Period will not be extended.

        1.2  Duties During the First Employment Period.

             (a)  Offices.  The Executive shall initially serve as President
   and Chief Operating Officer of the Company, or in such other offices as
   determined by the Board, the Chief Executive Officer or the Chairman of
   the Board, with such duties and responsibilities as are customarily
   assigned to such positions, and such other duties and responsibilities as
   may from time to time be assigned to him by the Board, the Chief Executive
   Officer or the Chairman of the Board.

             (b)  Time.  The Executive shall devote his full business time
   and effort during normal business hours to the business and affairs of the
   Company and, to the extent necessary to discharge the responsibilities
   assigned to the Executive under this Agreement, use Executive's best
   efforts to carry out such responsibilities faithfully and efficiently and
   in the best interests of the Company and its shareholders.  The Executive
   shall also serve on such corporate, industry, civic or charitable boards
   or committees as reasonably requested by the Board, the Chief Executive
   Officer or the Chairman of the Board.

        1.3  Compensation.

             (a)  Salary.  During the First Employment Period, the Company
   shall pay to the Executive an annual salary ("Annual Salary") of $220,000. 
   The Annual Salary shall be payable in accordance with the Company's
   regular payroll practice for its senior executives, as in effect from time
   to time.  The Annual Salary will be initially reviewed in October, 1998
   for adjustment by the Board based on the recommendations of the Company's
   Chief Executive Officer or Chairman of the Board.  Following any such
   adjustment, the term "Annual Salary" as used in this Agreement shall mean
   such adjusted salary.

             (b)  Additional Compensation.  The Executive shall receive a
   bonus of $50,000 cash payable upon execution of the Agreement.  The
   Company shall cause the Executive to be eligible to participate in all
   applicable incentive, savings and retirement plans, practices, policies
   and programs made available to executives of the Company (including,
   without limitation, the 1997 Incentive Bonus Plan (at a level to be
   determined by the Compensation Committee of the Board), the 1995 Stock
   Option Plan and the 401(k) Plan) to the same extent and subject to the
   same terms and conditions as other eligible and similarly situated
   executives of the Company or as otherwise determined by the Board,
   Chairman of the Board or Chief Executive Officer (such additional benefits
   as described solely in this sentence are hereinafter referred to as
   "Additional Compensation").  The Company shall cause the Executive and/or
   the Executive's family, as the case may be, to be eligible for immediate
   participation in, and to receive all benefits under, all applicable
   welfare benefit plans, practices, policies and programs made available to
   similarly situated executives of the Company, including, without
   limitation, directors' and officers', medical, dental, group life
   insurance and accidental death and travel accident insurance plans and
   programs, to the same extent as other eligible executives of the Company
   or as otherwise determined by the Board, Chairman of the Board or Chief
   Executive Officer.

             (c)  Expense Reimbursement.  The Company shall reimburse the
   Executive for all reasonable and documented expenses incurred by the
   Executive in the performance of the Executive's duties under this
   Agreement in accordance with the policies and procedures established by
   the Board for its senior executive officers.

             (d)  Automobile.  The Executive shall be entitled to the
   ordinary and reasonable use of a GMC Suburban or its equivalent in
   accordance with the Company's existing policies and practices.  The
   Company shall reimburse the Executive for all applicable maintenance
   expenses not otherwise covered by any manufacturer or dealer warranties.

             (e)  Vacation.  The Executive shall be entitled to the number of
   paid vacation days in each calendar year as determined by the Board or the
   Chairman of the Board or Chief Executive Officer consistent with policies
   and practices in effect from time to time for the Company's senior
   executive officers.  Unused vacation shall not accumulate. The Executive
   shall also be entitled to all paid holidays given by the Company to its
   senior executive officers.

             (f)  Grant of Options to Purchase Stock.  The Company hereby
   grants to the Executive an option to purchase 10,000 shares of Stock
   pursuant to the terms of the 1995 Stock Option Plan at an exercise price
   equal to the fair market value of the Stock on the date hereof.  Such
   option shall be fully vested and immediately exercisable upon grant.  This
   option will be evidenced by a separate stock option agreement.

        1.4  Grant of Restricted Stock.

             (a)  Grant of Stock.  In consideration of the acceptance of
   employment and the continued employment of the Executive, and as a
   critical inducement to Executive to enter this Agreement and to better
   align the Executive's economic interests in the operations of the business
   with those of the Company's shareholders, the Company grants to the
   Executive 12,000 shares of Stock (to be adjusted subsequent to the date of
   this Agreement to take into account the effect of any subsequent stock
   dividends or stock splits) upon the terms and conditions set forth herein. 
   Such Stock is being issued on the date hereof represented by four (4)
   stock certificates of equal share amounts (together aggregating 12,000
   shares) to be held in trust by the Company until each respective portion
   of such Stock is fully vested pursuant to Sections 1.4(b) or 1.4(c)
   hereof.

             (b)  Vesting Schedule.  The Stock granted to the Executive
   pursuant to Section 1.4(a) hereof shall vest in the Executive ratably on
   the first, second, third and fourth anniversaries of the date of this
   Agreement (i.e., 3,000 shares on each such date), as long as the Executive
   is still employed by the Company as its President and Chief Operating
   Officer on each such respective anniversary with respect to the Stock then
   vesting.  

             (c)  Vesting Upon a Change of Control of the Company. 
   Notwithstanding the vesting schedule in Section 1.4(b) above, (i) all
   shares of Stock granted to the Executive pursuant to Section 1.4(a) hereof
   shall vest in the Executive immediately upon a Change in Control of the
   Company if Executive is then employed by the Company on the date of such a
   Change in Control of the Company; and (ii) in the event of the Executive's
   death or disability prior to the fourth anniversary of the date of this
   Agreement, a pro rata portion (based on the number of days elapsed from
   the immediately preceding anniversary to the date of death or disability
   divided by 365) of the Stock that would have vested on the next succeeding
   anniversary shall vest as of the date of death or disability.

             (d)  Restrictions on Transferability.  The Executive may not
   sell, pledge, encumber, transfer by or pursuant to a gift or bequest or
   otherwise transfer or dispose of, and the Company will not permit to be
   sold, encumbered, attached, or otherwise disposed of or transferred in any
   manner, either voluntarily or by operation of law (collectively referred
   to as "Transfer"), any Stock granted to the Executive pursuant to this
   Agreement (or any Stock at any time hereafter acquired by the Executive in
   respect of such Stock) which has not yet vested pursuant to Section 1.4(b)
   or 1.4(c) hereof.

             (e)  Termination of Employment.  In the event of the Executive's
   death, disability or termination from employment, any shares of Stock
   granted to the Executive pursuant to Section 1.4(a) hereof but not yet
   vested pursuant to Section 1.4(b) or 1.4(c) hereof shall automatically be
   forfeited and cancelled by the Company and any dividends or other
   distributions held in trust by the Company pursuant to Section 1.4(g)
   hereof and applicable to such shares shall automatically be forfeited to
   the Company.

             (f)  Voting Rights.  The Executive shall have voting rights for
   all Stock granted pursuant to Section 1.4(a) hereof regardless of whether
   it has vested pursuant to Section 1.4(b) or 1.4(c) hereof; provided,
   however, that with respect to all unvested shares of Stock, the Executive
   shall vote all such unvested shares of Stock in accordance with the
   recommendation of the Board.

             (g)  Dividends and Other Distributions.  The Executive shall be
   entitled to receive all cash dividends and other distributions paid from
   the date of original issuance of the Stock when and after such shares of
   Stock have vested pursuant to Section 1.4(b) or 1.4(c) hereof.  For shares
   of Stock granted to the Executive pursuant to this Agreement that have not
   vested in the Executive in accordance with Section 1.4(b) or 1.4(c)
   hereof, the Company will hold all cash dividends and other distributions
   paid with respect to these shares of Stock in trust.  Any shares of Stock
   paid as dividends or distributions on any unvested Stock held in trust by
   the Company pursuant to this Section 1.4(g) shall be subject to the same
   restrictions on transferability as the shares of Stock with respect to
   which they were paid.  Dividends or distributions paid in cash on any
   unvested shares of Stock held in trust by the Company pursuant to this
   Section 1.4(g) shall be deposited in an interest-bearing money-market or
   similar account by the Company with any bank or financial institution of
   its choice, and distributed to Executive when and if the shares of Stock
   with respect to which such cash dividends or distributions were paid vest
   in accordance with Section 1.4(b) or 1.4(c) hereof.  The Company shall not
   be liable for any act taken or omitted by it with respect to the
   investment of cash dividends held by it in trust under this Section 1.4(g)
   if taken or omitted by it in good faith and in the exercise of its own
   best judgment.  The Executive agrees to indemnify the Company and hold it
   harmless against any and all liabilities incurred by it under this Section
   1.4(g) except for liabilities incurred by the Company from its own willful
   misconduct or negligence.

             (h)  Endorsement on Stock Certificates.  Conspicuously noted on
   each certificate representing Stock issued to the Executive pursuant to
   the terms of this Agreement (or hereafter acquired in respect of such
   stock) shall be a legend reading substantially as follows:

             "ANY SALE, ASSIGNMENT, TRANSFER, PLEDGE OR ANY OTHER
        DISPOSITION OF THE SHARES OF STOCK REPRESENTED BY THIS
        CERTIFICATE IS RESTRICTED BY, AND SUBJECT TO, THE TERMS AND
        PROVISIONS OF AN EMPLOYMENT AND SEVERANCE AGREEMENT DATED AS OF
        JUNE ___, 1997.  A COPY OF SUCH AGREEMENT AND OF ALL AMENDMENTS
        OR SUPPLEMENTS THERETO IS ON FILE IN THE OFFICE OF THE SECRETARY
        OF THE COMPANY.  BY ACCEPTANCE OF THIS CERTIFICATE, THE HOLDER
        AGREES TO BE BOUND BY THE TERMS OF SAID AGREEMENT AND ALL
        AMENDMENTS OR SUPPLEMENTS THERETO."

   Upon the vesting of shares of Stock issued to the Executive pursuant to
   Sections 1.4(b) or 1.4(c) hereof and upon request of the Executive, the
   Company shall instruct its transfer agent to remove such legend from the
   certificate(s) representing such fully vested shares of Stock, and such
   Stock shall no longer be subject to the Transfer restrictions contained in
   Section 1.4(d) hereof.

        1.5  Termination of Employment During the First Employment Period.

             (a)  Death.  The Executive's employment and the First Employment
   Period shall terminate automatically upon the Executive's death during the
   First Employment Period.

             (b)  Incapacity.  The Company shall be entitled to terminate the
   Executive's employment and the First Employment Period because of the
   Executive's Incapacity during the First Employment Period.  "Incapacity"
   means that (i) the Executive has been substantially unable, for a period
   of 30 consecutive days, to perform the Executive's duties under this
   Agreement, as a result of physical or mental illness or injury, or (ii) a
   physician selected by the Company or its insurers has determined that the
   Executive's incapacity substantially prevents or limits Executive from
   performing his duties hereunder for an extended or indefinite period.  A
   termination of the Executive's employment by the Company for Incapacity
   shall be communicated to the Executive by delivery of written notice of
   such termination, which shall be effective on receipt of such notice by
   the Executive.

             (c)  By Company.  The Company may terminate the Executive's
   employment and the First Employment Period pursuant to (i) a Forced
   Termination immediately upon notice to the Executive or (ii) for any other
   reason upon 30 days written notice to the Executive.

             For purposes of this Agreement, the term "Forced Termination"
   shall mean a termination of the Executive's employment during the First
   Employment Period for (i) the willful and continued failure (following
   written notice thereof to the Executive and a reasonable opportunity to
   cure) of the Executive substantially to perform the Executive's duties
   under this Agreement (other than as a result of Incapacity) or (ii)
   illegal conduct or gross misconduct by the Executive, in either case that
   is willful and results in material and demonstrable damage to the business
   or reputation of the Company.

             (d)  By Executive.  The Executive may terminate the Executive's
   employment and the First Employment Period at any time for any reason or
   for no reason upon giving the Company written notice at least 90 days
   prior to the date of termination specified in such notice.

        1.6  Obligations of Company upon Termination During the First
   Employment Period.

             (a)  Death and Incapacity.  If Executive's employment is
   terminated during the First Employment Period by reason of Executive's
   death or Incapacity, Company shall pay to Executive or, in the case of
   Executive's death, to Executive's designated beneficiaries (or, if there
   is no such beneficiary, to Executive's estate or legal representative), in
   a lump sum in cash within 30 days after the date of termination, the sum
   of the following amounts (the "Accrued Obligations"):  (i) any portion of
   Executive's Annual Salary through the date of termination that has not yet
   been paid; (ii) an amount representing the Additional Compensation (which
   term does not include any shares of Stock granted to the Executive
   pursuant to Section 1.4(a) hereof) for the period that includes the date
   of termination, computed by assuming that the amount of all such
   Additional Compensation would be equal to the maximum amount of such
   Additional Compensation that Executive would have been eligible to earn
   for such period, and multiplying that amount by a fraction, the numerator
   of which is the number of days in such period through the date of
   termination, and the denominator of which is the total number of days in
   the relevant period; and (iii) any accrued but unpaid Additional
   Compensation.  All shares of Stock granted to the Executive pursuant to
   Section 1.4(a) hereof which have not yet vested pursuant to Section 1.4(b)
   or 1.4(c) hereof on the date of termination of the Executive's employment
   hereunder shall be forfeited back to the Company and cancelled.

             (b)  Forced Termination By The Company; Termination By
   Executive.  If Executive's employment is terminated by Company pursuant to
   a Forced Termination during the First Employment Period, or if Executive
   voluntarily terminates employment during the First Employment Period, the
   Company shall pay Executive the Annual Salary through the date of
   termination to the extent not yet paid, and Company shall have no further
   obligations under this Agreement.  All shares of Stock granted to the
   Executive pursuant to Section 1.4(a) hereof which have not yet vested
   pursuant to Section 1.4(b) or 1.4(c) hereof on the date of termination of
   the Executive's employment hereunder shall be forfeited back to the
   Company and cancelled.

             (c)  By Company During the First Year of Employment Other Than
   Pursuant to a Forced Termination.  If Company shall terminate Executive's
   employment prior to the first anniversary of the Executive's employment
   hereunder for any reason other than pursuant to a Forced Termination,
   Company shall pay to Executive the Annual Salary through the date of
   termination to the extent not yet paid plus, in lieu of any further salary
   payments to Executive for periods subsequent to the date of termination,
   Company shall pay as liquidated damages or severance pay, or both, to
   Executive on the fifth day following the date of termination, a lump-sum
   amount equal to the Annual Salary in effect as of the date of termination. 
   All shares of Stock granted to the Executive pursuant to Section 1.4(a)
   hereof which have not yet vested pursuant to Section 1.4(b) or 1.4(c)
   hereof on the date of termination of the Executive's employment hereunder
   shall be forfeited back to the Company and cancelled.

                                   ARTICLE II

                   EMPLOYMENT AFTER AFTER A CHANGE IN CONTROL

        2.1  Second Employment Period.  If a Change in Control of the Company
   occurs when the Executive is employed by the Company, the Company will
   continue thereafter to employ the Executive during the Second Employment
   Period, and the Executive will remain in the employ of the Company, in
   accordance with and subject to the terms and provisions of this Agreement.

        2.2  Duties During the Second Employment Period.  During the Second
   Employment Period, the Executive shall, in the same capacities and
   positions held by the Executive at the time of the Change in Control of
   the Company or in such other capacities and positions as may be agreed to
   by the Company and the Executive in writing, devote the Executive's best
   efforts and all of the Executive's business time, attention and skill to
   the business and affairs of the Company, as such business and affairs now
   exist and as they may hereafter be conducted.  The services which are to
   be performed by the Executive hereunder are to be rendered in the same
   metropolitan area in which the Executive was employed at the time of such
   Change in Control of the Company, or in such other place or places as
   shall be mutually agreed upon in writing by the Executive and the Company
   from time to time.  Without the Executive's consent the Executive shall
   not be required to be absent from such metropolitan area more than forty-
   five (45) days in any twelve (12)-month period.

        2.3  Compensation During the Second Employment Period.  During the
   Second Employment Period, the Executive shall be compensated as follows:

             (a)  Annual Base Salary.  The Executive shall receive, at such
   intervals and in accordance with such standard policies of the Company as
   may be in effect immediately prior to the Change in Control of the
   Company, an annual base salary in cash equivalent of not less that the
   Annual Salary as in effect immediately prior to the Change in Control of
   the Company (which base salary shall, unless otherwise agreed in writing
   by the Executive, include the current receipt by the Executive of any
   amounts which, prior to the Change in Control of the Company, the
   Executive had elected to defer, whether such compensation is deferred
   under Section 401(k) of the Code or otherwise), subject to adjustment as
   hereinafter provided.

             (b)  Reimbursement.  The Executive shall, at such intervals and
   in accordance with such standard policies as may be in effect immediately
   prior to the Change in Control of the Company, be reimbursed for any and
   all monies advanced in connection with the Executive's employment for
   reasonable and necessary expenses incurred by the Executive on behalf of
   the Company, including travel expenses and expenses contemplated by
   Section 1.3(d) hereof.

             (c)  Benefits.  The Executive shall be included, to the extent
   eligible thereunder (which eligibility shall not be conditioned on the
   Executive's salary grade or on any other requirement which excludes
   persons of comparable status to the Executive unless such exclusion was in
   effect for such plan or an equivalent plan immediately prior to the Change
   in Control of the Company), in any and all plans providing benefits for
   the Company's salaried employees in general, including but not limited to
   group life insurance, hospitalization, medical, dental, profit sharing and
   stock bonus plans; provided, that, in no event shall the aggregate level
   of benefits under such plans in which the Executive is included be less
   than the aggregate level of benefits under plans of the Company of the
   type referred to in this Section 2.3(c) which the Executive was
   participating immediately prior to the Change in Control of the Company. 
   The Executive shall also be entitled to the use of the automobile pursuant
   to Section 1.3(d) hereof through the term of the Second Employment Period.

             (d)  Vacation and Holidays.  The Executive shall annually be
   entitled to not less than the amount of paid vacation and not fewer than
   the number of paid holidays to which the Executive was entitled annually
   immediately prior to the Change in Control of the Company or such greater
   amount of paid vacation and number of paid holidays as may be made
   available annually to other executives of the Company of comparable status
   and position to the Executive.

             (e)  Executive Benefits.  The Executive shall be included in all
   plans providing additional benefits to executives of the Company of
   comparable status and position to the Executive, including but not limited
   to deferred compensation, split-dollar life insurance, supplemental
   retirement, stock option, stock appreciation, stock bonus, cash bonus and
   similar or comparable plans; provided, that, in no event shall the
   aggregate level of benefits under such plans be less than the aggregate
   level of benefits under plans of the Company of the type referred to in
   this Section 2.3(e) in which the Executive was participating immediately
   prior to the Change in Control of the Company.

        2.4  Annual Compensation Adjustments During the Second Employment
   Period.  During the Second Employment Period, the Board (or an appropriate
   committee thereof) will consider and appraise, at least annually, the
   contributions of the Executive to the Company's operating efficiency,
   growth, cash flow from operations and operating profits, and, in
   accordance with the Company's practice prior to the Change in Control of
   the Company, due consideration shall be given to the upward adjustment of
   the Executive's base compensation rate, at least annually, commensurate
   with (i) increases generally given to other executives of the Company of
   comparable status and position to the Executive, and (ii) as the scope of
   the Company's operations or the Executive's duties expand.

        2.5  Termination During the Second Employment Period For Cause or
   Without Good Reason.  It there is a Covered Termination for Cause or due
   to the Executive's voluntarily terminating his employment other than for
   Good Reason (any such terminations to be subject to the procedures set
   forth in Section 2.11 hereof), then the Executive shall be entitled to
   receive only Accrued Benefits pursuant to Section 2.7(a) hereof.

        2.6  Termination During the Second Employment Period Giving Rise to a
   Termination Payment.

             (a)  If there is a Covered Termination by the Executive for Good
   Reason, or by the Company other than by reason of (i) death, (ii)
   disability pursuant to Section 2.10 hereof, or (iii) Cause, then the
   Executive shall be entitled to receive, and the Company shall promptly
   pay, Accrued Benefits pursuant to Section 2.7(a) hereof and, in lieu of
   further base salary for periods following the Termination Date, as
   liquidated damages and severance pay, the Termination Payment pursuant to
   Section 2.7(b) hereof.

             (b)  If there is a Covered Termination and the Executive is
   entitled to Accrued Benefits and the Termination Payment, then the
   Executive shall be entitled to the following additional benefits:

                  (i)  The Executive shall receive, at the expense of the
        Company, outplacement services on an individualized basis provided by
        a nationally recognized executive placement firm selected by the
        Company.

                  (ii) Until the earlier of the third anniversary of the
        Termination Date or such time as the Executive has obtained new
        employment and is covered by benefits which in the aggregate are at
        least equal in value to the following benefits the Executive shall
        continue to be covered, at the expense of the Company, by the same or
        equivalent life insurance, hospitalization, medical and dental
        coverage as was required hereunder with respect to the Executive
        immediately prior to the date the Notice of Termination is given.

        2.7  Payments.

             (a)  Accrued Benefits.  For purposes of this Agreement, the
   Executive's "Accrued Benefits" shall include the following amounts,
   payable as described herein: (i) all base salary for the time period
   commencing on the start of the Second Employment Period and ending with
   the Termination Date to the extent not yet paid; (ii) reimbursement for
   any and all monies advanced in connection with the Executive's employment
   for reasonable and necessary expenses incurred by the Executive on behalf
   of the Company through the Termination Date; (iii) any and all other cash
   earned through the Termination Date and deferred at the election of the
   Executive or pursuant to any deferred compensation plan then in effect;
   (iv) a lump sum payment of the bonus or incentive compensation otherwise
   payable to the Executive with respect to the year in which termination
   occurs under all bonus or incentive compensation plan or plans of the
   Company in which the Executive is a participant; and (v) all other
   payments and benefits to which the Executive may be entitled as
   compensatory fringe benefits, including a lump sum cash payment in an
   amount equal to the total remaining lease payments due under the lease
   pursuant to Section 1.3(d), or under the terms of any benefit plan of the
   Company, including severance payments under the Company's severance
   policies and practices as in effect immediately prior to the Change in
   Control of the Company.  Payment of Accrued Benefits shall be made
   promptly in accordance with the Company's prevailing practice with respect
   to Subsections (i) and (ii) hereof or, with respect to Subsections (iii),
   (iv) and (v) hereof, pursuant to the terms of the benefit plan or practice
   establishing such benefits.

             (b)  Termination Payment.  The Termination Payment shall be an
   amount equal to the average of the Executive's annual base salary over the
   five (5) fiscal years of the Company (or such shorter period) immediately
   prior to the Change in Control of the Company multiplied by two (2).  The
   Termination Payment shall be paid to the Executive in cash no later than
   ten (10) business days after the Termination Date.  The Executive shall
   not be required to mitigate the amount of the Termination Payment by
   securing other employment or otherwise, nor will such Payment be reduced
   by reason of the Executive securing other employment or for any other
   reason.

             It is the intention of the Company and the Executive that no
   portion of the Termination Payment, Accrued Benefits or any other payment
   or benefit under this Agreement, or payment to or for the benefit of the
   Executive under any other agreement or plan of the Company, regardless of
   whether such payment or benefit was paid or provided for prior to the
   termination of the Executive's employment hereunder (herein all
   collectively referred to as the "Total Payments"), be deemed to be an
   "excess parachute payment" as defined in Section 280G of the Code.  It is
   agreed that the present value of the Total Payments and any other payments
   to or for the benefit of the Executive in the nature of compensation to
   which Section 280G of the Code or any successor provision thereto applies
   (in the aggregate "Total Benefits") shall not exceed an amount equal to
   one dollar less than the maximum amount which the Executive may receive
   without becoming subject to the tax imposed by Section 4999 of the Code or
   any successor provision (the "Excise Tax") or which the Company may pay
   without loss of deduction under Section 280G(a) of the Code or any
   successor provision thereto.  Present value for purposes of this Agreement
   shall be calculated in accordance with Section 280G(d)(4) of the Code or
   any successor provision thereto.  Within forty-five (45) days following
   the Termination Date or notice by either party to the other of its belief
   that there is a payment or benefit due the Executive which will result in
   an excess parachute payment, the Executive and the Company, at the
   Company's expense, shall obtain the opinion of such legal counsel (the
   opinion of legal counsel need not be unqualified), and certified public
   accountants as the Executive may choose, which sets forth (a) the amount
   of the Base Period Income of the Executive, (b) the present value of Total
   Benefits, and (c) the amount and present value of any excess parachute
   payments.  In the event that such opinions determine that there would be
   an excess parachute payment, the Termination Payment or any other payment
   determined by such counsel to be includible in the Total Benefits, shall
   be reduced or eliminated as specified by the Executive in writing
   delivered to the Company within thirty (30) days of his receipt of such
   opinions or, if the Executive fails to so notify the Company, then as the
   Company shall reasonably determine, so that under the bases of calculation
   set forth in such opinions the Total Benefits paid to the Executive shall
   be an amount equal to one dollar less than the maximum amount which the
   Executive may receive without becoming subject to the Excise Tax (the
   "Reduced Amount").  For purposes of this Agreement, the term "Base Period
   Income" shall be an amount equal to the Executive's "annualized includible
   compensation" from the Company for the "base period" as defined in
   Sections 280G(d)(1) and (2) of the Code or any successor provisions
   thereto.  In the event that the provisions of Sections 280G and 4999 of
   the Code or any successor provisions are repealed without succession this
   provision shall be of no further force or effect.

             As a result of the uncertainty in the application of Section
   280G of the Code at the time of the initial determination by legal counsel
   and accountants as provided in this provision, it is possible that amounts
   will have been paid or distributed by the Company to or for the benefit of
   the Executive pursuant to this Agreement which should not have been so
   paid or distributed ("Over-payment") or that additional amounts which will
   have not been paid or distributed by the Company to or for the benefit of
   the Executive pursuant to this Agreement could have been so paid or
   distributed ("Underpayment"), in each case, consistent with the
   calculation of the Reduced Amount hereunder.  In the event that such legal
   counsel, based upon the assertion of a deficiency by the Internal Revenue
   Service against the Company or the Executive which such legal counsel
   believes has a high probability of success or other controlling precedent
   or substantial authority, determines that an Overpayment has been made,
   any such Overpayment paid or distributed by the Company to or for the
   benefit of the Executive shall be treated for all purposes as a loan to
   the Executive which the Executive shall repay to the Company together with
   interest at the applicable federal rate provided for in Section 7872(f)(2)
   of the Code; provided, however, that no amount shall be payable by the
   Executive to the Company if and to the extent such payment would not
   reduce that amount which is subject to the excise tax under Section 4999
   of the Code.  In the event that such legal counsel, based upon controlling
   precedent or other substantial authority, determines that an Underpayment
   has occurred, any such Underpayment shall be promptly paid by the Company
   to or for the benefit of the Executive together with interest at the
   applicable federal rate provide for in Section 7872(f)(2) of the Code.

        2.8  Death.

             (a)  Prior to Notice of Termination.  Except as provided in
   Section 2.8(b) hereof, in the event of a Covered Termination due to the
   Executive's death, the Executive's estate, heirs and beneficiaries shall
   receive all the Executive's Accrued Benefits through the Termination Date.

             (b)  Following Notice of Termination.  In the event the
   Executive dies after a Notice of Termination is given (i) by the Company,
   other than by reason of disability, or (ii) by the Executive for Good
   Reason, the Executive's estate, heirs and beneficiaries shall be entitled
   to the benefits described in Section 2.8(a) hereof and, subject to the
   provisions of Article III of this Agreement, to such Termination Payment
   as the Executive would have been entitled to had the Executive lived.  For
   the purposes of this Subsection (b), the Termination Date shall be the
   earlier of thirty (30) days following the giving of the Notice of
   Termination or one day prior to the end of the Second Employment Period,
   subject to delay pursuant to Section 3.1(j) hereof.

        2.9  Retirement.  If, during the Second Employment Period, the
   Executive and the Company shall execute an agreement providing for the
   early retirement of the Executive from the Company, or the Executive shall
   otherwise give notice that he is voluntarily choosing to retire early from
   the Company, the Executive shall receive Accrued Benefits through the
   Termination Date; provided, that, if the Executive's employment is
   terminated by the Executive for Good Reason or by the Company other than
   by reason of death, disability or Cause and the Executive also, in
   connection with such termination, elects voluntary early retirement, the
   Executive shall also be entitled to receive a Termination Payment pursuant
   to Section 2.7(b) hereof.

        2.10 Termination for Disability during the Second Employment Period. 
   If, during the Second Employment Period, as a result of the Executive's
   disability (regardless of whether such illness or injury is job-related),
   the Executive shall have been absent from the Executive's duties hereunder
   on a full-time basis for six (6) consecutive months and, within thirty
   (30) days after the Company notifies the Executive in writing that it
   intends to terminate the Executive's employment (which notice shall not
   constitute the Notice of Termination contemplated below), the Executive
   shall not have returned to the performance of the Executive's duties
   hereunder on a full-time basis, the Company may terminate the Executive's
   employment pursuant to a Notice of Termination given in accordance with
   Section 2.11 hereof.  In the event the Executive's employment is
   terminated on account of the Executive's disability in accordance with
   this Section 2.10, the Executive shall receive Accrued Benefits in
   accordance with Section 2.7(a) hereof and shall remain eligible for all
   benefits provided by any long term disability programs of the Company in
   effect at the time of such termination.

        2.11 Termination Notice and Procedure.  Any Covered Termination by
   the Company or the Executive shall be communicated by written Notice of
   Termination to the Executive, if such Notice is given by the Company, or
   to the Company, if such Notice is given by the Executive, all in
   accordance with the following procedures and those set forth in Section
   3.11 hereof:

             (a)  If such termination is for disability, Cause or Good
   Reason, the Notice of Termination shall indicate in reasonable detail the
   facts and circumstances alleged to provide a basis for such termination.

             (b)  Any Notice of Termination by the Company pursuant to a
   Covered Termination shall have been approved, prior to the giving thereof
   to the Executive, by a resolution duly adopted by a majority of the
   directors of the Company (or any successor corporation) then in office.

             (c)  The Executive shall have thirty (30) days, or such longer
   period as the Company may determine to be appropriate, to cure any conduct
   or act, if curable, alleged to provide grounds for termination of the
   Executive's employment for Cause under this Agreement.

             (d)  The recipient of the Notice of Termination shall personally
   deliver, or mail in accordance with Section 3.11 hereof, written notice of
   any dispute relating to such Notice of Termination to the party giving
   such Notice within fifteen (15) days after receipt thereof.  After the
   expiration of such fifteen (15) days, the contents of the Notice of
   Termination shall become final and not subject to dispute.


                                   ARTICLE III

                                   DEFINITIONS

        3.1  Definitions.

             (a)  Cause.  For purposes of this Agreement, the term "Cause"
   means termination by the Company of the Executive's employment after a
   Change of Control of the Company for any of the following, but only the
   following, reasons:  (i) the engaging by the Executive in intentional
   conduct not taken in good faith which has caused demonstrable and serious
   financial injury to the Company, as evidenced by a determination in a
   binding and final judgement, order or decree of a court or administrative
   agency of competent jurisdiction, in effect after exhaustion or lapse of
   all rights of appeal, in an action, suit or proceeding, whether civil,
   criminal, administrative or investigative; (ii) conviction of a felony (as
   evidenced by binding and final judgment, order, or decree of a court of
   competent jurisdiction, in effect after exhaustion or lapse of all rights
   of appeal) which substantially impairs the Executive's ability to perform
   his duties or responsibilities; and (iii) continuing willful and
   unreasonable refusal by the Executive to perform the Executive's duties or
   responsibilities (unless significantly changed without the Executive's
   consent).

             (b)  Change in Control of the Company.  For purposes of this
   Agreement, a "Change in Control of the Company" shall mean a change in
   control of a nature that would be required to be reported in response to
   Item 6(e) of Schedule 14A of Regulation 14A promulgated under the Act. 
   Without limiting the inclusiveness of the definition in the preceding
   sentence, a Change in Control of the Company shall be deemed to have
   occurred if:

                  (i)  any Person (other than any employee benefit plan of
        the Company or of any subsidiary of the Company or any Person
        organized, appointed or established pursuant to the terms of any such
        benefit plan) is or becomes the Beneficial Owner of securities of the
        Company representing at least 30% of the combined voting power of the
        Company's then outstanding securities or 30% of the Company's then
        outstanding Class A Common Stock;

                  (ii) two or more of the members of the Board are not
        Continuing Directors;

                  (iii)     there shall be consummated (x) any consolidation
        or merger of the Company in which the Company is not the continuing
        or surviving corporation or pursuant to which shares of the Company's
        capital stock would be converted into cash, securities or other
        property, other than a merger of the Company in which the holders of
        the Company's capital stock immediately prior to the merger have the
        same proportionate ownership of capital stock of the surviving
        corporation immediately after the merger, or (y) any sale, lease,
        exchange or other transfer (in one transaction or a series of related
        transactions) of all, or substantially all, of the assets of the
        Company; or

                  (iv) the shareholders' of the Company approve any plan or
        proposal for the liquidation or dissolution of the Company.

             (c)  Continuing Director.  For purposes of this Agreement, the
   term "Continuing Director" means any member of the Board who was a member
   of the Board on the date hereof and any successor of a Continuing Director
   who is recommended to succeed a Continuing Director by a majority of the
   Continuing Directors then on such Board.

             (d)  Code.  For purposes of this Agreement, the term "Code"
   means the Internal Revenue Code of 1986, including any amendments thereto
   or successor tax codes thereof.

             (e)  Covered Termination.  For purposes of this Agreement, the
   term "Covered Termination" means any termination of the Executive's
   employment where the Termination Date is any date during the Second
   Employment Period.

             (f)  Good Reason.  For purposes of this Agreement, the Executive
   shall have a "Good Reason" for termination of employment after a Change in
   Control of the Company in the event of:

                  (i)  any breach of this Agreement by the Company, including
        specifically any breach by the Company of its agreements contained in
        Sections 3.1, 3.2, 3.3 or 3.4 hereof;

                  (ii) the removal of the Executive from, or any failure to
        reelect the Executive to, any of the positions held with the Company
        on the date of the Change in Control of the Company or any other
        positions with the Company to which the Executive shall thereafter be
        elected or assigned, except in the event that such removal or failure
        to reelect relates to the termination by the Company of the
        Executive's employment for Cause or by reason of disability pursuant
        to Section 3.10 hereof;

                  (iii)     a good faith determination by the Executive that
        there has been a significant adverse change, without the Executive's
        written consent, in the Executive's working conditions or status with
        the Company from such working conditions or status in effect
        immediately prior to the Change in Control of the Company, including
        but not limited to (A) a significant change in the nature or scope
        of the Executive's authority, powers, functions, duties or
        responsibilities, or (B) a reduction in the level of support
        services, staff, secretarial and other assistance, office space and
        accoutrements; or

                  (iv) failure by the Company to obtain the Agreement
        referred to in Section 4.4 hereof as provided therein.

             (g)  Notice of Termination.  For purposes of this Agreement,
   "Notice of Termination" shall mean a written notice given by the Executive
   to the Company or by the Company to the Executive notifying the recipient
   party of the Termination of the Executive's employment pursuant to the
   terms of this Agreement.

             (h)  Person.  For purposes of this Agreement, the term "Person"
   shall mean any individual, firm, partnership, corporation or other entity,
   including any successor (by merger or otherwise) of such entity, or a
   group of any of the foregoing acting in consent.

             (i)  Second Employment Period.  For purposes of this Agreement,
   the term "Second Employment Period" means a period commencing on the date
   of a Change in Control of the Company, and ending at 11:59 p.m. Milwaukee
   time on the second anniversary of such date.

             (j)  Termination Date.  For purposes of this Agreement, except
   as otherwise provided in Section 2.8(b) and Section 4.4(a) hereof, the
   term "Termination Date" means (i) if the Executive's employment is
   terminated by the Executive's death, the date of death; (ii) if the
   Executive's Employment is terminated by reason of voluntary early
   retirement, as agreed in writing by the Company and the Executive, the
   date of such early retirement which is set forth in such written
   agreement; (iii) if the Executive's employment is terminated by reason of
   disability pursuant to Section 2.10 hereof, the earlier of thirty (30)
   days after the Notice of Termination is given or one day prior to the end
   of the Employment Period; (iv) if the Executive's employment is terminated
   by the Executive voluntarily (other than for Good Reason), the date the
   Notice of Termination is given; and (v) if the Executive's employment is
   terminated by the Company (other than by reason of disability pursuant to
   Section 2.10 hereof) or by the Executive for Good Reason, the earlier of
   thirty (30) days after the Notice of Termination is given or one day prior
   to the end of the Employment Period.  Notwithstanding the foregoing,

             (A)  If termination is by the Company for Cause pursuant to
   Section 3.1(a) of this Agreement and if the Executive has cured the
   conduct constituting such Cause as described by the Company in its Notice
   of Termination within such thirty (30) day or shorter period, then the
   Executive's employment hereunder shall continue as if the Company had not
   delivered its Notice of Termination.

             (B)  If the Company shall give a Notice of Termination for Cause
   or by reason of disability and the Executive in good faith notifies the
   Company that a dispute exists concerning the termination within the
   fifteen (15) day period following receipt thereof, then the Executive may
   elect to continue his employment during such dispute and the Termination
   Date shall be determined under this paragraph.  If the Executive so elects
   and it is thereafter determined that Cause or disability (as the case may
   be) did exist, the Termination Date shall be the earlier of (1) the date
   on which the dispute is finally determined, either (x) by mutual written
   agreement of the parties or (y) in accordance with Section 4.9 hereof, (2)
   the date of the Executive's death, or (3) one day prior to the end of the
   Employment Period.  If the Executive so elects and it is thereafter
   determined that Cause or disability (as the case may be) did not exist,
   then the employment of the Executive hereunder shall continue after such
   determination as if the Company had not delivered its Notice of
   Termination and there shall be no Termination Date arising out of such
   Notice.  In either case, this Agreement continues, until the Termination
   Date, if any, as if the Company had not delivered the Notice of
   Termination except that, if it is finally determined that the Company
   properly terminated the Executive for the reason asserted in the Notice of
   Termination, the Executive shall in no case be entitled to a Termination
   Payment (as hereinafter defined) arising out of events occurring after the
   Company delivered its Notice of Termination.

             (C)  If the Executive shall in good faith give a Notice of
   Termination for Good Reason and the Company notifies the Executive that a
   dispute exists concerning the termination within the fifteen (15) day
   period following receipt thereof, then the Executive may elect to continue
   his employment during such dispute and the Termination Date shall be
   determined under this paragraph.  If the Executive so elects and it is
   thereafter determined that Good Reason did exist, the Termination Date
   shall be the earlier of (1) the date on which the dispute is finally
   determined, either (x) by mutual written agreement of the parties or (y)
   in accordance with Section 4.9 hereof, (2) the date of the Executive's
   death or (3) one day prior to the end of the Employment Period.  If the
   Executive so elects and it is thereafter determined that Good Reason did
   not exist, then the employment of the Executive hereunder shall continue
   after such determination as if the Executive had not delivered the Notice
   of Termination asserting Good Reason and there shall be no Termination
   Date arising out of such Notice.  In either case, this Agreement
   continues, until the Termination Date, if any, as if the Executive had not
   delivered the Notice of Termination except that, if it finally determined
   that Good Reason did exist, the Executive shall in no case be denied the
   benefits described in Sections 2.6(b) and 2.7 hereof (including a
   Termination Payment) based on events occurring after the Executive
   delivered his Notice of Termination.

             (D)  If an opinion is required to be delivered pursuant to
   Section 2.7(b) hereof and such opinion shall not have been delivered, the
   Termination Date shall be the earlier of the date on which such opinion is
   delivered or one day prior to the end of the Employment Period.

             (E)  Except as provided in Paragraphs (B) and (C) above, if the
   party receiving the Notice of Termination notifies the other party that a
   dispute exists concerning the termination within the fifteen (15) day
   period following receipt thereof and it is finally determined that the
   reason asserted in such Notice of Termination did not exist, then (1) if
   such Notice was delivered by the Executive, the Executive will be deemed
   to have voluntarily terminated his employment and (2) if delivered by the
   Company, the Company will be deemed to have terminated the Executive other
   than by reason of death, disability or Cause.

                                   ARTICLE IV

                                  MISCELLANEOUS

        4.1  Confidentiality Obligations of the Executive; Noncompetition.  

             (a)  Confidentiality.  During and for a period of two years
   following the First Employment Period and the Second Employment Period,
   the Executive shall hold in confidence and not directly or indirectly
   disclose or use or copy or make lists of any confidential information or
   proprietary data of the Company, except to the extent authorized in
   writing by the Board or the Chief Executive Officer or required by any
   court or administrative agency, other than to an employee of the Company
   or a person to whom disclosure is reasonably necessary or appropriate in
   connection with the performance by the Executive of duties as an executive
   of the Company.  Confidential information shall not include any
   information known generally to the public or any information of a type not
   otherwise considered confidential by persons engaged in the same business
   or a business similar to that of the Company.  All records, files,
   documents and materials, or copies thereof, relating to the business of
   the Company which the Executive shall prepare, or use, or come into
   contact with, shall be and remain the sole property of the Company and
   shall be promptly returned to the Company upon termination of employment
   with the Company.

             (b)  Non-Competition.  The Executive agrees that, for a period
   of one year after the termination of the Executive's employment hereunder,
   the Executive shall not, within North America, expect as permitted by the
   Company's prior written consent (which shall not be unreasonably
   withheld), participate in the management of any business which is a direct
   and substantial competitor of the Company.  The ownership of less than
   five percent of any class of securities of any corporation listed on a
   national securities exchange or regularly traded over the counter even
   though such corporation may be a competitor of the Company as specified
   above, shall not be deemed as constituting a financial interest in such
   competitor.

        4.2  Expenses and Interest.  If, after a Change in Control of the
   Company, a good faith dispute arises with respect to the enforcement of
   the Executive's rights under this Agreement or if any legal or arbitration
   proceeding shall be brought in good faith to enforce or interpret any
   provision contained herein, or to recover damages for breach hereof, the
   Executive shall recover from the Company any reasonable attorneys' fees
   and necessary costs and disbursements incurred as a result of such
   dispute, legal or arbitration proceeding ("Expenses"), and prejudgment
   interest on any money judgment or arbitration award obtained by the
   Executive calculated at the rate of interest announced by Harris Trust and
   Savings Bank, Chicago, Illinois from time to time as its prime or base
   lending rate from the date that payments to him should have been made
   under this Agreement.  Within ten (10) days after the Executive's written
   request therefor, the Company shall pay to the Executive, or such other
   person or entity as the Executive may designate in writing to the Company,
   the Executive's reasonable Expenses in advance of the final disposition or
   conclusion of any such dispute, legal or arbitration proceeding.

        4.3  Payment Obligations Absolute.  The Company's obligation during
   and after the First Employment Period and the Second Employment Period to
   pay the Executive the amounts and to make the benefit and other
   arrangements provided herein shall be absolute and unconditional and shall
   not be affected by any circumstances, including, without limitation, any
   setoff, counterclaim, recoupment, defense or other right which the Company
   may have against him or anyone else.  Except as provided in Section 4.2 of
   this Agreement, all amounts payable by the Company hereunder shall be paid
   without notice or demand.  Except as provided in Section 3.7(b) of this
   Agreement, each and every payment made hereunder by the Company shall be
   final, and the Company will not seek to recover all or any part of such
   payment from the Executive, or from whomsoever may be entitled thereto,
   for any reason whatsoever.

        4.4  Successors.

             (a)  If the Company sells, assigns or transfer all or
   substantially all of its business and assets to any Person, or if the
   Company merges into or consolidates or otherwise combines with any Person,
   then the Company shall assign all of its right, title and interest in this
   Agreement as of the date of such event to such Person, and the Company
   shall cause such Person, by written agreement in form and substance
   reasonably satisfactory to the Executive, to expressly assume and agree to
   perform from and after the date of such assignment all of the terms,
   conditions and provisions imposed by this Agreement upon the Company. 
   Failure of the Company to obtain such agreement shall be a breach of this
   Agreement constituting "Good Reason" hereunder, except that for purposes
   of implementing the foregoing, the date upon which such transfer or other
   succession becomes effective shall be deemed the Termination Date.  In
   case of such assignment by the Company and of assumption and agreement by
   such Person, as used in this Agreement, "Company" shall thereafter mean
   such Person which executes and delivers the agreement provided for in this
   Section 4.4 or which otherwise becomes bound by all the terms and
   provisions of this Agreement by operation of law, and this Agreement shall
   inure to the benefit of and be enforceable by such Person.  The Executive
   shall, in his discretion, be entitled to proceed against any and all of
   such Persons, any Person which theretofore was such a successor to the
   company (as defined in the first paragraph of this Agreement) and the
   Company (as so defined) in any action to enforce any rights of the
   Executive hereunder.  Except as provided in this Subsection, this
   Agreement shall not be assignable by the Company.  This Agreement shall
   not be terminated by the voluntary or involuntary dissolution of the
   Company.

             (b)  This Agreement and all rights of the Executive shall inure
   to the benefit of and be enforceable by the Executive's personal or legal
   representatives, executors, administrators, heirs and beneficiaries.  All
   amounts payable to the Executive under Sections 2.5, 2.6, 2.7, 2.8, 2.9
   and 2.10 hereof if the Executive had lived shall be paid, in the event of
   the Executive's death, to the Executive's estate, heirs and
   representatives.

        4.5  Severability.  The provisions of this Agreement shall be
   regarded as divisible, and if any of said provisions or any part hereof
   are declared invalid or unenforceable by a court of competent
   jurisdiction, the validity and enforceability of the remainder of such
   provisions or parts hereof and the applicability thereof shall not be
   affected thereby.

        4.6  Amendment.  This Agreement may not be amended or modified at any
   time except by written instrument executed by the Company and the
   Executive.

        4.7  Withholding.  The Company shall be entitled to withhold from
   amounts to be paid to the Executive hereunder any federal, state or local
   withholding or other taxes or charges which it is from time to time
   required to withhold; provided, that the amount so withhold shall not
   exceed the minimum amount required to be withheld by the law.  The Company
   shall be entitled to rely on an opinion of a nationally recognized tax
   counsel if any question as to the amount or requirement of any such
   withholding shall arise.

        4.8  Certain Rules of Construction.  No party shall be considered as
   being responsible for the drafting of this Agreement for the purpose of
   applying any rule construing ambiguities against the drafter or otherwise. 
   No draft of this Agreement shall be taken into account in construing this
   Agreement.  Any provision of this Agreement which requires an agreement in
   writing shall be deemed to require that the writing in question be signed
   by the Executive and an authorized representative of the Company.

        4.9  Governing Law; Resolution of Disputes.  This Agreement and the
   rights and obligations hereunder shall be governed by and construed in
   accordance with the laws of the State of Wisconsin.  Any dispute arising
   out of this Agreement shall, at the Executive's election, be determined by
   arbitration under the rules of the American Arbitration Association then
   in effect or by litigation.  Whether the dispute is to be settled by
   arbitration or litigation, the venue for the arbitration or litigation
   shall be Wisconsin Rapids, Wisconsin, or, at the Executive's election, if
   the Executive is no longer residing or working in the Wisconsin Rapids,
   Wisconsin metropolitan area, in the judicial district encompassing the
   city in which the Executive resides.  The parties consent to personal
   jurisdiction in each trial court in the selected venue having subject
   matter jurisdiction notwithstanding their residence or situs, and each
   party irrevocably consents to service of process in the manner provided
   hereunder for the giving of notices.

        4.10 Notice.  Notices given pursuant to this Agreement shall be in
   writing and, except as otherwise provided by Section 3.11(d) hereof, shall
   be deemed given when actually received by the Executive or actually
   received by the Company's Secretary or any officer of the Company other
   than the Executive.  If mailed, such notices shall be mailed by Unites
   States registered or certified mail, return receipt requested, addressee
   only, postage prepaid, if to the Company, to Northland Cranberries, Inc.,
   Attention:  Secretary, 800 First Avenue South, P.O. Box 8020, Wisconsin
   Rapids, Wisconsin 54495-8020, or, if to the Executive, at the address set
   forth below the Executive's signature to this Agreement, or to such other
   address as the party to be notified shall have heretofore given to the
   other party in writing.

        4.11 No Waiver.  No waiver by either party at any time of any breach
   by the other party of, or compliance with, any condition or provision of
   this Agreement to be performed by the other party shall be deemed a waiver
   of similar or dissimilar provisions or conditions at the same time or any
   prior or subsequent time.

        4.12 Headings.  The heading herein contained are for reference only
   and shall not affect the meaning or interpretation of any provisions of
   this Agreement.

             IN WITNESS WHEREOF, the parties have executed this Agreement as
   of the day and year first above written.

   EXECUTIVE                     NORTHLAND CRANBERRIES, INC.



   /s/ Jerold D. Kaminski        By  /s/ John Swendrowski
   Jerold D. Kaminski                John Swendrowski
                                     Chairman of the Board and
                                     Chief Executive Officer




                           NORTHLAND CRANBERRIES, INC.
                            1997 INCENTIVE BONUS PLAN


             1.   PURPOSE.  The purpose of the Northland Cranberries, Inc.
   1997 Incentive Bonus Plan (the "Plan") is to provide cash bonuses to
   officers and employees of Northland Cranberries, Inc. or any current or
   future subsidiaries thereof (collectively, unless the context indicates
   otherwise, the "Company") if the Company attains certain objectives for
   earnings per share and other corporate or department objectives and
   personal goals during the Company's fiscal year ending August 31, 1997
   (the "1997 Fiscal Year").  The Board of Directors of the Company (the
   "Board") believes the Plan will further the interests of the Company and
   its shareholders by increasing the incentives and personal interest in the
   financial performance of the Company by those officers and employees who
   contribute to the Company's continued growth and financial success.

             2.   ADMINISTRATION.  The Plan shall be administered by the
   Stock Option and Compensation Committee (the "Committee") of the Board. 
   In accordance with the provision of the Plan, the Committee shall have
   complete authority to approve the employees of the Company who shall be
   eligible to participate in the Plan for the fiscal year and the amounts of
   bonuses paid thereto.  The Committee shall also have the authority to
   adopt such rules and regulations for carrying out the Plan, which are not
   inconsistent with the terms hereof, as it may deem proper and in the best
   interests of the Company and shall have complete authority and discretion
   to resolve all questions regarding eligibility, interpretation,
   administration and application of this Plan and any related agreements of
   instruments.  All such determinations by the Committee shall be final. 
   The existence of the plan or the grant of any bonuses hereunder shall not
   restrict the ability of the Committee or the Board to grant any other
   discretionary bonuses to any executive officers, employees or others
   outside of the Plan.

             A majority of the members of the Committee shall constitute a
   quorum.  All determinations of the Committee shall be made by at least a
   majority of a quorum.  Any decision or determination reduced to writing
   and signed by all of the members of the Committee shall be fully as
   effective as if it had been made by a unanimous vote at a meeting duly
   called and held.

             3.   ELIGIBILITY.  Each eligible employee of the company who is
   selected by Management for participation in the Plan, subject to approval
   by the Committee, shall be a Participant and shall be assigned to the
   Bonus Level for his or her position according to the schedule attached as
   Schedule A.  A Participant shall have no rights to be selected for further
   participation in the Plan or any renewal or replacement thereof in any
   subsequent fiscal year.  Written notice of selection for participation in
   the Plan shall be given to each Participant as soon as practicable
   following date of selection.

             4.   AWARDS TO PARTICIPANTS.  Participants shall be entitled to
   receive from the Company an annual incentive cash compensation award for
   the 1997 Fiscal Year ("Cash Bonus Award") based on a calculated percentage
   ("Bonus Percentage") of such Participant's base salary earned during the
   1997 Fiscal Year (excluding benefits and bonuses).  Such Bonus Percentage
   shall be determined pursuant to a formula based primarily on the
   percentage that the "Net Income Per Common Share" of the Company for the
   1997 Fiscal Year, bears to the "Target Earnings" for the 1997 Fiscal Year,
   and other specified criteria.  The formula and criteria for determining
   the Bonus Percentage for each Bonus Level are set forth on Schedule B. 
   Management shall establish department and individual goals for Bonus
   Levels II through VI and shall set the discretionary bonuses for Bonus
   Level I seasonal employees, all subject to review by the Committee.  The
   Target Earnings for the 1997 Fiscal Year shall be Net Income Per Common
   Share of $0.75.

             5.   PAYMENT OF CASH BONUSES.  The Cash Bonus Awards, if any,
   determined under Section 4 for the 1997 Fiscal Year shall be distributed
   by the Company to such Participants in cash, or to his or her estate in
   the event of death of the Participant, no later than November 15, 1997.

             6.   NET INCOME PER COMMON SHARE.  For purposes of the Plan, the
   Company's "Net Income Per Common Share" for the 1997 Fiscal Year shall be
   equal to the Company's net income per common share reflected on the
   Company's audited consolidated financial statement for such fiscal year
   (excluding extraordinary items, but not the issuance of additional shares
   of capital stock or rights with respect thereto, other than as set forth
   in Section 10 below).

             7.   TERMINATION OF EMPLOYMENT.  No Cash Bonus Award shall be
   made under the Plan for a Participant whose employment with the Company
   (or subsidiary) is terminated during the 1997 Fiscal Year for reasons
   other than retirement due to age in accordance with the Company's
   policies, total or permanent disability, or death, unless approved by the
   Committee after considering the cause of termination.

             8.   NEW EMPLOYEES, TRANSFERS BETWEEN BONUS LEVELS.

             (a)  It is contemplated that employees may be approved for
   participation during a portion of the 1997 Fiscal Year and may be eligible
   to receive an award for the year based on the number of full months as a
   Participant.  A person newly hired or promoted on or before March 1, 1997,
   into a position covered by a Bonus Level shall be eligible for
   participation in the Plan and, if selected by Management, shall have his
   or her participation in the Plan prorated for the fiscal year.

             (b)  Participants who are promoted or otherwise transfered to a
   position covered by a different Bonus Level will receive Cash Bonus Awards
   prorated to months served in each eligible position.
    
             9.   POWERS OF COMPANY NOT AFFECTED.  The existence of the Plan
   shall not affect in any way the right or power of the Company or its
   shareholders to make or authorize any or all adjustments,
   recapitalization, reorganizations or other changes in the Company's
   capital structure or its business, or any merger or consolidation of the
   Company, or any issuance of bonds, debentures, preferred, or prior
   preference stock ahead of or affecting the Company's stock 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.

             10.  CAPITAL ADJUSTMENTS AFFECTING STOCK.  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 Committee may adjust the determination
   of net income per common share as it deems appropriate in its sole
   discretion.  The determination of the Committee as to any adjustment shall
   be final (including any determination that no adjustment is necessary).

             11.  AMENDMENT.  The Board shall have the right to amend the
   Plan at any time and for any reason; provided, however, that no amendment
   of the Plan shall, without the consent of the Participants, alter or
   impair any of the rights or obligations under any bonuses previously
   earned and declared.

             12.  TAX WITHHOLDING.  The Company may deduct and withhold from
   any amounts payable to a Participant such amount as may be required for
   the purpose of satisfying the Company's obligation to withhold federal,
   state or local taxes.

             13.  EFFECTIVE DATE; FISCAL YEARS COVERED.  The Effective Date
   of this Plan is September 9, 1996 and the Plan shall apply to and cover
   the Company's 1997 Fiscal Year.  This Plan shall be renewable for
   additional one-year periods upon action of the Board.

             14.  RIGHTS OF PARTICIPANTS.  

             (a)  No Participant shall have any interest in any specific
   asset or assets of the Company (or any subsidiary) by reason of any
   account under the Plan.  It is intended that the Company has merely a
   contractual obligation to make payments when due hereunder.

             (b)  No Participant may assign, pledge, or encumber his or her
   interest under the Plan, or any part thereof. 

             (c)  Nothing contained in this Plan shall be construed to:

                  (i)  Give any Participant any right to receive any award
        other than in the sole discretion of the Committee;

                  (ii) Limit in any way the right of the Company or
        subsidiary to terminate an Participant's employment at any time; or

                  (iii)     Be evidence of any agreement or understanding,
        express or implied, that a Participant will be retained in any
        particular position, at any particular rate of remuneration or for
        any length of time.

<PAGE>
                           NORTHLAND CRANBERRIES, INC.
                            1997 INCENTIVE BONUS PLAN

                                   SCHEDULE A


                                                          MAXIMUM PERCENTAGE
   BONUS LEVEL              POSITIONS                        OF BASE SALARY


      VII           President and Chief Executive Officer           70%


      VI            Executive Vice-President                        60%
                    Vice-President - Chief Financial Officer
                    Vice-President - Corporate Secretary


      V             Vice-President - Purchasing & Budget            50%
                    Vice-President - East Coast Operations
                    Vice-President - Agricultural Operations
                    Vice-President - Manufacturing
                    Department Directors

      IV            Managers                                        30%


      III           Assistant Managers                              20%


      II            Other Full-Time Employees                       10%


      I             Seasonal Employees                               0%


   <PAGE>

                           NORTHLAND CRANBERRIES, INC.
                            1997 INCENTIVE BONUS PLAN

                                   SCHEDULE B

     BONUS LEVEL                 CRITERIA                 BONUS PERCENTAGE
     
                                                               Sum of:
         VII       Company's Net Income Per Common 
                   Share Equals--
                     90% or more of Target Earnings      30%
                     100% or more of Target Earnings     20%
                     More than 100% of Target Earnings   1% for Each
                                                         Percentage Point
                                                         over Target
                                                         Earnings up to 10%
                                                         Maximum

                   Criteria adopted by Committee Based   Discretionary from
                   on Executive's contribution towards
                   enhancement of Company's long-term    0 to 10%
                   outlook                               __________________

                                          Maximum Bonus  70% of Base Salary

          VI       Company's Net Income Per Common
                   Share Equals--
                     90% or more of Target Earnings      20%
                     100% or more of Target Earnings     20%
                     More than 100% of Target Earnings   1% for Each
                                                         Percentage Point
                                                         over Target
                                                         Earnings up to 10%
                                                         Maximum

                   Achievement of Department Goals       10%
                                                         __________________

                                          Maximum Bonus  60% of Base Salary

    
          V        Company's Net Income Per Common 
                   Share Equals--
                     90% or more of Target Earnings      10%
                     100% or more of Target Earnings     15%
                     More than 100% of Target Earnings   1% for Each
                                                         Percentage Point
                                                         over Target
                                                         Earnings up to 10%
                                                         Maximum

                   Achievement of Department Goals       15%
                                                         __________________

                                          Maximum Bonus  50% of Base Salary

          IV       Company's Net Income Per Common 
                   Share Equals--
                     100% or more of Target Earnings     10%
                     More than 100% of Target Earnings   1% for Each
                                                         Percentage Point
                                                         over Target
                                                         Earnings up to 10%
                                                         Maximum

                   Achievement of Individual Goals       10%
                                                         __________________

                                          Maximum Bonus  30% of Base Salary
    

         III       Company's Net Income Per Common
                   Share Equals--
                     100% or more of Target Earnings     5%
                     More than 100% of Target Earnings   1% for Each
                                                         Percentage Point
                                                         over Target
                                                         Earnings up to 5%
                                                         Maximum

                   Achievement of Individual Goals       10%
                                                         __________________

                                          Maximum Bonus  20% of Base Salary

          II       Company's Net Income Per Common 
                   Share Equals--
                     100% or more of Target Earnings     5%

                   Achievement of Individual Goals       5%
                                                         __________________

                                          Maximum Bonus  10% of Base Salary

          I        Discretionary Bonuses




                           NORTHLAND CRANBERRIES, INC.
                            1998 INCENTIVE BONUS PLAN


             1.   PURPOSE.  The purpose of the Northland Cranberries, Inc.
   1998 Incentive Bonus Plan (the "Plan") is to provide cash bonuses to
   officers and employees of Northland Cranberries, Inc. or any current or
   future subsidiaries thereof (collectively, unless the context indicates
   otherwise, the "Company") if the Company attains certain objectives for
   earnings per share and other corporate or department objectives and
   personal goals during the Company's fiscal year ending August 31, 1998
   (the "1998 Fiscal Year").  The Board of Directors of the Company (the
   "Board") believes the Plan will further the interests of the Company and
   its shareholders by increasing the incentives and personal interest in the
   financial performance of the Company by those officers and employees who
   contribute to the Company's continued growth and financial success.

             2.   ADMINISTRATION.  The Plan shall be administered by the
   Stock Option and Compensation Committee (the "Committee") of the Board. 
   In accordance with the provision of the Plan, the Committee shall have
   complete authority to approve the employees of the Company who shall be
   eligible to participate in the Plan for the fiscal year and the amounts of
   bonuses paid thereto.  The Committee shall also have the authority to
   adopt such rules and regulations for carrying out the Plan, which are not
   inconsistent with the terms hereof, as it may deem proper and in the best
   interests of the Company and shall have complete authority and discretion
   to resolve all questions regarding eligibility, interpretation,
   administration and application of this Plan and any related agreements of
   instruments.  All such determinations by the Committee shall be final. 
   The existence of the plan or the grant of any bonuses hereunder shall not
   restrict the ability of the Committee or the Board to grant any other
   discretionary bonuses to any executive officers, employees or others
   outside of the Plan.

             A majority of the members of the Committee shall constitute a
   quorum.  All determinations of the Committee shall be made by at least a
   majority of a quorum.  Any decision or determination reduced to writing
   and signed by all of the members of the Committee shall be fully as
   effective as if it had been made by a unanimous vote at a meeting duly
   called and held.

             3.   ELIGIBILITY.  Each eligible employee of the company who is
   selected by Management for participation in the Plan, subject to approval
   by the Committee, shall be a Participant and shall be assigned to the
   Bonus Level for his or her position according to the schedule attached as
   Schedule A.  A Participant shall have no rights to be selected for further
   participation in the Plan or any renewal or replacement thereof in any
   subsequent fiscal year.  Written notice of selection for participation in
   the Plan shall be given to each Participant as soon as practicable
   following date of selection.

             4.   AWARDS TO PARTICIPANTS.  Participants shall be entitled to
   receive from the Company an annual incentive cash compensation award for
   the 1998 Fiscal Year ("Cash Bonus Award") based on a calculated percentage
   ("Bonus Percentage") of such Participant's base salary earned during the
   1998 Fiscal Year (excluding benefits and bonuses).  Such Bonus Percentage
   shall be determined pursuant to a formula based primarily on the
   percentage that the "Net Income Per Common Share" of the Company for the
   1998 Fiscal Year, bears to the "Target Earnings" for the 1998 Fiscal Year,
   and other specified criteria.  The formula and criteria for determining
   the Bonus Percentage for each Bonus Level are set forth on Schedule B. 
   Management shall establish department and individual goals for Bonus
   Levels II through VI and shall set the discretionary bonuses for Bonus
   Level I seasonal employees, all subject to review by the Committee.  The
   Target Earnings for the 1998 Fiscal Year shall be Net Income Per Common
   Share of $0.90.

             5.   PAYMENT OF CASH BONUSES.  The Cash Bonus Awards, if any,
   determined under Section 4 for the 1998 Fiscal Year shall be distributed
   by the Company to such Participants in cash, or to his or her estate in
   the event of death of the Participant, no later than November 15, 1998.

             6.   NET INCOME PER COMMON SHARE.  For purposes of the Plan, the
   Company's "Net Income Per Common Share" for the 1998 Fiscal Year shall be
   equal to the Company's net income per common share reflected on the
   Company's audited consolidated financial statement for such fiscal year
   (excluding extraordinary items, but not the issuance of additional shares
   of capital stock or rights with respect thereto, other than as set forth
   in Section 10 below).

             7.   TERMINATION OF EMPLOYMENT.  No Cash Bonus Award shall be
   made under the Plan for a Participant whose employment with the Company
   (or subsidiary) is terminated during the 1998 Fiscal Year for reasons
   other than retirement due to age in accordance with the Company's
   policies, total or permanent disability, or death, unless approved by the
   Committee after considering the cause of termination.

             8.   NEW EMPLOYEES, TRANSFERS BETWEEN BONUS LEVELS.

             (a)  It is contemplated that employees may be approved for
   participation during a portion of the 1998 Fiscal Year and may be eligible
   to receive an award for the year based on the number of full months as a
   Participant.  A person newly hired or promoted on or before March 1, 1998,
   into a position covered by a Bonus Level shall be eligible for
   participation in the Plan and, if selected by Management, shall have his
   or her participation in the Plan prorated for the fiscal year.

             (b)  Participants who are promoted or otherwise transfered to a
   position covered by a different Bonus Level will receive Cash Bonus Awards
   prorated to months served in each eligible position.
    
             9.   POWERS OF COMPANY NOT AFFECTED.  The existence of the Plan
   shall not affect in any way the right or power of the Company or its
   shareholders to make or authorize any or all adjustments,
   recapitalization, reorganizations or other changes in the Company's
   capital structure or its business, or any merger or consolidation of the
   Company, or any issuance of bonds, debentures, preferred, or prior
   preference stock ahead of or affecting the Company's stock 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.

             10.  CAPITAL ADJUSTMENTS AFFECTING STOCK.  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 Committee may adjust the determination
   of net income per common share as it deems appropriate in its sole
   discretion.  The determination of the Committee as to any adjustment shall
   be final (including any determination that no adjustment is necessary).

             11.  AMENDMENT.  The Board shall have the right to amend the
   Plan at any time and for any reason; provided, however, that no amendment
   of the Plan shall, without the consent of the Participants, alter or
   impair any of the rights or obligations under any bonuses previously
   earned and declared.

             12.  TAX WITHHOLDING.  The Company may deduct and withhold from
   any amounts payable to a Participant such amount as may be required for
   the purpose of satisfying the Company's obligation to withhold federal,
   state or local taxes.

             13.  EFFECTIVE DATE; FISCAL YEARS COVERED.  The Effective Date
   of this Plan is September 22, 1997 and the Plan shall apply to and cover
   the Company's 1998 Fiscal Year.  This Plan shall be renewable for
   additional one-year periods upon action of the Board.

             14.  RIGHTS OF PARTICIPANTS.  

             (a)  No Participant shall have any interest in any specific
   asset or assets of the Company (or any subsidiary) by reason of any
   account under the Plan.  It is intended that the Company has merely a
   contractual obligation to make payments when due hereunder.

             (b)  No Participant may assign, pledge, or encumber his or her
   interest under the Plan, or any part thereof. 

             (c)  Nothing contained in this Plan shall be construed to:

                  (i)  Give any Participant any right to receive any award
        other than in the sole discretion of the Committee;

                  (ii) Limit in any way the right of the Company or
        subsidiary to terminate an Participant's employment at any time; or

                  (iii)     Be evidence of any agreement or understanding,
        express or implied, that a Participant will be retained in any
        particular position, at any particular rate of remuneration or for
        any length of time.

   <PAGE>

                           NORTHLAND CRANBERRIES, INC.
                            1998 INCENTIVE BONUS PLAN

                                   SCHEDULE A


                                                          MAXIMUM PERCENTAGE
   BONUS LEVEL               POSITIONS                       OF BASE SALARY 


      VII          Chairman and Chief Executive Officer             70%
                   President and Chief Operating Officer


      VI           Executive Vice-President                         60%
                   Vice-President - Chief Financial Officer
                   Vice-President - Corporate Secretary


      V            Vice-President - Purchasing & Budget             50%
                   Vice-President - East Coast Operations
                   Vice-President - Agricultural Operations
                   Vice-President - Manufacturing
                   Department Directors

      IV           Managers                                         30%


      III          Assistant Managers                               20%


      II           Other Full-Time Employees                        10%


      I            Seasonal Employees                               0%


   <PAGE>

                           NORTHLAND CRANBERRIES, INC.
                            1998 INCENTIVE BONUS PLAN

                                   SCHEDULE B



       BONUS                 CRITERIA                   BONUS PERCENTAGE
       LEVEL
                                                            Sum of:

        VII      Company's Net Income Per Common 
                 Share Equals--
                   90% or more of Target Earnings   30%
                   100% or more of Target Earnings  20%
                   More than 100% of Target         1% for Each Percentage
                    Earnings                        Point over Target
                                                    Earnings up to 10%
                                                    Maximum

                 Criteria adopted by Committee      Discretionary from 
                 Based on Executive's contribution  0 to 10%
                 towards enhancement of Company's   _____________________
                 long-term outlook
                                     Maximum Bonus  70% of Base Salary

         VI      Company's Net Income Per Common
                 Share Equals--
                   90% or more of Target Earnings   20%
                   100% or more of Target Earnings  20%
                   More than 100% of Target         1% for Each Percentage
                    Earnings                        Point over Target
                                                    Earnings up to 10%
                                                    Maximum

                 Achievement of Department Goals    10%
                                                    _____________________

                                     Maximum Bonus  60% of Base Salary

         V       Company's Net Income Per Common 
                 Share Equals--
                   90% or more of Target Earnings   10%
                   100% or more of Target Earnings  15%
                   More than 100% of Target         1% for Each Percentage
                    Earnings                        Point over Target
                                                    Earnings up to 10%
                                                    Maximum

                 Achievement of Department Goals    15%
                                                    _____________________

                                     Maximum Bonus  50% of Base Salary
                     

         IV      Company's Net Income Per Common 
                 Share Equals--
                   100% or more of Target Earnings  10%
                   More than 100% of Target         1% for Each Percentage
                    Earnings                        Point over Target
                                                    Earnings up to 10%
                                                    Maximum

                 Achievement of Individual Goals    10%
                                                    _____________________

                                     Maximum Bonus  30% of Base Salary

        III      Company's Net Income Per Common
                 Share Equals--
                   100% or more of Target Earnings  5%
                   More than 100% of Target         1% for Each Percentage
                    Earnings                        Point over Target
                                                    Earnings up to 5%
                                                    Maximum

                 Achievement of Individual Goals    10%
                                                    _____________________

                                     Maximum Bonus  20% of Base Salary

         II      Company's Net Income Per Common 
                 Share Equals--
                   100% or more of Target Earnings  5%

                 Achievement of Individual Goals    5%
                                                    _____________________

                                     Maximum Bonus  10% of Base Salary

         I       Discretionary Bonuses



   NORTHLAND CRANBERRIES, INC. AND SUBSIDIARY
   SELECTED FINANCIAL DATA                                                   

   <TABLE>
   <CAPTION>
                                                               (Dollars in thousands, except per share data)
                                                                        Five Months
                                             Years Ended August 31,        Ended            Fiscal Years Ended March 31(1)
                                                                         August 31,
    STATEMENT OF                               1997          1996         1995(1)          1995           1994          1993
    OPERATIONS DATA:

      <S>                                    <C>           <C>            <C>             <C>           <C>           <C>
      Revenues                               $47,375       $37,608        $   891         $21,784       $18,051       $13,000
      Cost of sales                           23,171        16,517          1,401          13,057         8,751         6,345
                                             -------       -------        -------        --------       -------       -------
      Gross profit (loss)                     24,204        21,091           (510)          8,727         9,300         6,655

      Costs and expenses:
        Selling, general and
         administrative                       15,963         7,020          1,908           2,440         2,046         1,474
        Interest                               4,493         2,657          1,919           3,654         2,394         2,028
                                             -------       -------        -------         -------       -------       -------
      Total costs and expenses                20,456         9,677          3,827           6,094         4,440         3,502
                                             -------       -------        -------         -------       -------       -------
      Income (loss) before income taxes
        and change in accounting method        3,748        11,414         (4,337)          2,633         4,860         3,153
      Income taxes                             1,516         4,509         (1,689)          1,051         1,917         1,210
      Change in accounting method                 --            --          1,249              --            --            --
                                            --------      --------      ---------         -------       -------       -------
      Net income (loss)                      $ 2,232       $ 6,905        $(1,399)        $ 1,582       $ 2,943       $ 1,943
                                          ==========    ==========     ==========      ==========    ==========    ==========
      Weighted average shares
        outstanding(3)                    14,308,845    13,927,820      9,393,656       8,890,850     8,834,774     7,636,712

      Per share data:(3)
        Net income (loss)                      $0.16         $0.50         $(0.15)          $0.18         $0.33         $0.25
        Cash dividends:(2)
         Class A common                        $0.16        $0.145          $0.06           $0.14        $0.175         $0.08
         Class B common                       $0.145        $0.132         $0.055          $0.127        $0.159        $0.073

    <CAPTION>
                                                           August 31                                  March 31(1)
    BALANCE SHEET DATA:                        1997          1996           1995           1995           1994          1993

      <S>                                   <C>           <C>            <C>             <C>            <C>           <C>
      Current assets                        $ 39,691      $ 18,617       $ 11,740        $  6,746       $ 5,598       $ 8,309
      Current liabilities                     11,545        12,067         10,583          10,169         4,485         4,949
      Total assets                           180,932       145,485        121,745         107,745        83,074        67,703
      Long-term debt                          83,131        56,978         45,538          55,793        38,945        25,098
      Shareholders' equity                    76,811        69,059         59,113          34,627        33,125        31,572

    _______________

    (1)  The Company changed its fiscal year end from March 31 to August 31, beginning after a five-month interim transitional
         period ending on August 31, 1995.  See Note 3 to Notes to Consolidated Financial Statements.

    (2)  In August 1993, Northland changed its mode of dividend payment from annual to quarterly.  As a result, the fiscal 1994
         dividends stated above include the annual dividend of $0.20 per Class A share and $0.182 per Class B share, paid in
         June 1993, plus three quarterly dividends of $0.05 per Class A  share and $0.0455 per Class B share, paid in September
         1993, December 1993 and March 1994.

    (3)  All share and per share data has been adjusted for the Company's September 3, 1996 stock split.
   </TABLE>

   MANAGEMENT'S DISCUSSION AND ANALYSIS

   of Results of Operations and Financial Condition 

   RESULTS OF OPERATIONS

   General

        Fiscal 1997 continued to be a year of transition for the Company as
   it aggressively implemented its "from marsh to market" vertical
   integration business strategy.  Prior to fiscal 1997, the Company sold
   substantially all of its crop under fixed price contracts to two large
   manufacturers of private label cranberry beverages.  With the nonrenewal
   of those contracts in March 1996, the Company began aggressively selling
   its own cranberry crop directly to customers, including manufacturing and
   distributing its own Northland brand 100% juice cranberry beverages to
   supermarkets.  As a result of the Company's changing business nature
   between fiscal 1996 and 1997, some comparisons between periods are not
   particularly meaningful or informative.  Additionally, 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 1997 Compared to Fiscal 1996

        Revenues.  Revenues in fiscal 1997 were $47.4 million, a
   $9.8 million, or 26.0% increase, from $37.6 million in fiscal 1996.  The
   increase in fiscal 1997 revenues was primarily the result of increased
   sales of the Company's Northland brand 100% juice products, as the Company
   completed the national rollout of its branded juice line during its fourth
   quarter.  As of the end of fiscal 1997, the Company increased the
   distribution of its branded juice products to approximately 60% of
   supermarkets nationwide, compared to approximately 13% at the end of
   fiscal 1996.  The Company's market share of United States supermarket
   shelf-stable cranberry beverages grew from 0.9% for the 12-week period
   ending September 8, 1996, to 5.8% for the 12-week period ending
   September 14, 1997.  Despite the Company's successful rollout of its
   branded juice line, revenues did not reach the level expected in fiscal
   1997, due principally to the seller's unexpected and sudden termination of
   the Company's planned acquisition of a major private label cranberry
   juice processor and distributor that would have enabled the Company to
   quickly establish a leadership role in the private label segment of the
   cranberry juice industry.  As a result, a significant amount of the
   Company's cranberry supply that was intended for use by the target company
   and expected to generate revenue in fiscal 1997 remained in inventory at
   the end of the year.

        The Company expects that its Northland brand juice sales will
   continue to increase in fiscal 1998 as the Company expands its promotional
   support and distribution of its juice products.  The Company, however,
   believes that sales of its concentrate and private label products will be
   very price competitive in fiscal 1998.  Fresh fruit sales are expected to
   be consistent with fiscal 1997 levels and are expected to continue to
   decrease as a percentage of aggregate revenue.

        Cost of Sales.  Cost of sales increased $6.7 million or 40.3%, to
   $23.2 million in fiscal 1997, from $16.5 million in fiscal 1996.  The
   Company's gross margin in fiscal 1997 was 51.1%, compared to 56.1% in
   fiscal 1996.  The decrease in gross margin in fiscal 1997 was due to
   higher inventory costs on a per barrel basis, the Company's changing
   product mix and increased price competition for concentrate sales.  The
   Company's crop growing costs are relatively fixed on a per acre basis,
   leaving the size of the crop harvested as the principal variable factor in
   determining the Company's inventory carrying costs on a per barrel basis. 
   Due to the smaller than expected fiscal 1997 crop, the Company's inventory
   carrying costs per barrel increased, resulting in increased cost of sales
   and reduced gross margin percentages.  The Company's fiscal 1998 crop
   harvest is expected to be at record levels, which will favorably impact
   fiscal 1998 gross margins.  However, other factors such as concentrate and
   private label pricing and the Company's product mix will likely offset
   such favorable gross margin enhancements.

        Selling, General and Administrative Expenses.  Selling, general and
   administrative expenses were $16.0 million in fiscal 1997, compared to
   $7.0 million in fiscal 1996.  As a percent of revenues, selling, general
   and administrative expenses increased to 33.7% in fiscal 1997 from 18.7%
   in fiscal 1996.  The increase was due primarily to the Company's national
   rollout of its branded juice products.  Fiscal 1997 advertising, promotion
   and slotting expenses in support of the Company's branded juice rollout
   totaled $9 million.  The Company expects to significantly increase market
   spending in support of its brand to approximately $24 million in fiscal
   1998.

        Interest Expense.  Fiscal 1997 interest expense was $4.5 million, a
   $1.8 million increase from fiscal 1996 interest expense of $2.7 million. 
   The increase in interest expense was due to increased debt levels as a
   result of funding property and equipment additions and working capital
   necessary to fund the full implementation of the Company's "from marsh to
   market" business strategy.

        Income Tax Expense.  The Company recorded $1.5 million in income tax
   expense in fiscal 1997, compared to $4.5 million in fiscal 1996.  As of
   August 31, 1997, the Company had net operating loss carry-forwards for
   federal and state income tax purposes of $7.6 million remaining to offset
   against future taxable income.  See Note 13 of Notes to Consolidated
   Financial Statements.

        Net Income.  Net income for fiscal 1997 was $2.2 million, compared to
   fiscal 1996 net income of $6.9 million.  Net income per common share was
   $0.16 in fiscal 1997, compared to net income per common share of $0.50 in
   fiscal 1996.  Weighted average common shares outstanding for fiscal 1997
   were 14,309,000, compared to 13,928,000 for fiscal 1996.

   Fiscal 1996 Compared to Fiscal 1995

        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
   was 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 discussion
   compares information relating to the Company's fiscal 1996 (ending
   August 31, 1996) performance with fiscal 1995 (ending March 31, 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.  Fiscal 1996 revenues
   benefited 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.

        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.

        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.

        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.

   FINANCIAL CONDITION

        Net cash used in operating activities in fiscal 1997 was
   $10.6 million.  Fiscal 1996 cash provided by operating activities was
   $9.4 million.  The $20.0 million change in net cash from operating
   activities was directly related to the Company's change in business
   strategy and the resulting increase in current assets.  The Company's
   current ratio was 3.4 to 1.0 at the end of fiscal 1997, compared to a
   current ratio of 1.5 to 1.0 at the end of fiscal 1996.  In prior years,
   accounts receivable and inventory levels were minimal at year end as a
   result of the Company selling its crop following harvest as fresh fruit 
   or in bulk.  The bulk sales were to two private label bottlers under 
   fixed price supply agreements with resulting receivables collected within
   six months after the harvest.  Year-end trade accounts receivable and 
   inventory levels increased slightly in fiscal 1996 with the Company's 
   entry into the branded juice and cranberry concentrate markets.  The 
   fiscal 1997 national rollout of the Company's branded juice line and 
   increased cranberry concentrate sales resulted in a $4.4 million increase
   in accounts receivable to $7.0 million at August 31, 1997, from $2.6 million
   at the end of fiscal 1996.  Inventories increased by $14.1 million to $26.5
   million at August 31, 1997, compared to inventories of $12.4 million at
   August 31, 1996, principally due to the increased raw materials and
   finished goods inventories necessary to support branded juice sales. 
   However, part of this increase was also due to a larger than normal
   inventory carryover of cranberry supply as a result of the unexpected
   terminated acquisition of a private label juice processor and distributor. 
   The Company expects trade accounts receivable and inventory levels to
   continue to increase in the normal course of business in fiscal 1998 as it
   continues to increase branded juice, private label and cranberry
   concentrate sales.

        Net cash used for investing activities decreased to $14.2 million in
   fiscal 1997 from $20.6 million in fiscal 1996.  The decrease was
   principally the result of significantly reduced property and equipment
   additions.  Fiscal 1997 property and equipment additions were
   $8.8 million, compared to $14.5 million in the prior year.  Fiscal 1996
   additions included $4.2 million to complete construction of the Company's
   concentrate manufacturing facility and $2.9 million to improve the
   Company's fruit handling facilities to support the Company's changing
   business strategy.  In September 1996, the Company completed the
   acquisition of a 108-acre cranberry property located in Northern
   Wisconsin.  The Company paid for the acquisition with $4.85 million in
   cash and 169,014 shares of the Company's Class A Common Stock.  In
   December 1996, the Company completed the acquisition of a 73-acre
   cranberry property located in Central Wisconsin.  The Company paid for the
   acquisition with $2.18 million and 100,000 shares of the Company's Class A
   Common Stock.  The Company utilized its bank credit facilities to fund the
   cash portion of the acquisitions.  The Company expects its fiscal 1998
   property and equipment additions to be comparable to fiscal 1997.  The
   Company's fiscal 1998 debt service and capital expenditure obligations
   will be funded with cash generated from operations and by borrowings under
   the Company's amended October 1997 credit facilities.

        Net cash provided by financing activities increased in fiscal 1997 to
   $24.8 million, from $11.1 million in fiscal 1996.  The increase in cash
   provided by financing activities was primarily the result of the Company's
   increase in long-term debt used to fund property and equipment additions,
   cranberry marsh acquisitions and working capital needs.  The Company's
   total equity increased to $76.8 million at August 31, 1997, compared to
   $69.1 million at the end of fiscal 1996.  The Company's total debt
   (including current portion) at fiscal 1997 year end was $86.8 million, for
   a total debt-to-equity ratio of 1.1 to 1, compared to total debt of
   $60.5 million and debt-to-equity ratio of 0.88 to 1 at August 31, 1996. 
   On October 3, 1997, the Company amended its existing bank credit facility
   to increase its revolving credit facility to $75 million, increasing its
   revolving credit availability by $20 million.  The new credit facility
   matures on December 31, 2000.  The amount of unused available borrowings
   under the amended credit facility was $25.6 million at August 31, 1997. 
   See Note 10 of Notes to Consolidated Financial Statements.

   Seasonality and Quarterly Results:

        As shown in the table below, the Company's business prior to fiscal
   1997 had been extremely seasonal because the Company's historical results
   of operations had been significantly dependent upon the results of the
   Company's annual harvest.  The successful implementation of the Company's
   marsh to market strategy is expected to help reduce the extreme
   seasonality of its business, although the Company expects its juice sales
   to experience seasonality during the traditional Thanksgiving and
   Christmas holiday seasons.

        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)

                             Aug. 31,     May 31,    Feb. 28,   Nov. 30,    Aug. 31,    May 31,    Feb. 29,     Nov. 30,
                               1997        1997        1997       1996        1996       1996        1996         1995

    <S>                      <C>        <C>         <C>        <C>         <C>        <C>          <C>          <C>  
    Revenues                 $12,565    $10,377     $13,513    $10,920     $ 5,246    $ 6,675      $ 3,984      $21,703

    Income (loss) before
      income taxes            (1,662)       394       2,531      2,485      (1,091)     1,435          254       10,816

    Net income (loss)         (1,021)       225       1,526      1,502        (669)       855          149        6,570

    Net income (loss) per
      share                    (0.07)      0.02        0.11       0.11       (0.05)      0.06         0.01         0.48

    Dividends per share:
         Class A                 0.04      0.04        0.04       0.04         0.04     0.035        0.035        0.035   

         Class B                0.036     0.036       0.036      0.036        0.036     0.032        0.032        0.032   
   </TABLE>


   SPECIAL NOTE REGARDING FORWARD-LOOKING STATEMENTS

   Certain matters in this Management's Discussion and Analysis, as well as
   other matters discussed in this annual report are "forward-looking
   statements" intended to quality 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 will include such words as the
   Company "believes," "anticipates," "expects" or words of similar import. 
   Similarly, statements that describe the Company's future plans, objectives
   or goals are also forward-looking statements.  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 undo reliance on such forward-looking
   statements.  The forward-looking statements made herein are only made as
   of the date of this annual report and the Company undertakes no obligation
   to publicly update such forward-looking statements to reflect subsequent
   events or circumstances.

   <PAGE>

   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, 1997 and 1996,
   and the related consolidated statements of operations, shareholders'
   equity and cash flows for the years ended August 31, 1997 and 1996,
   March 31, 1995 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, 1997 and 1996, and the
   results of their operations and their cash flows for the years ended
   August 31, 1997 and 1996, March 31, 1995 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
   October 9, 1997

   <PAGE>

   NORTHLAND CRANBERRIES, INC. AND SUBSIDIARY

   CONSOLIDATED BALANCE SHEETS
   August 31, 1997 and 1996                         


    ASSETS                                       1997            1996
    Current assets:
      Cash and cash equivalents            $    230,668     $    266,467
      Accounts and notes receivable           6,995,595        2,631,434
      Investments                             1,259,548        1,259,548
      Inventories                            26,454,087       12,414,426
      Prepaid expenses                        1,715,351          921,673
      Deferred income taxes                   3,035,486        1,123,949
                                             ----------       ----------
         Total current assets                39,690,735       18,617,497

    Property and equipment, net             138,273,041      122,489,101
    Investments and other assets              2,968,634        4,378,021
                                            -----------      -----------
         Total assets                      $180,932,410     $145,484,619
                                            ===========      ===========
    LIABILITIES AND SHAREHOLDERS' EQUITY
    Current liabilities:
      Accounts payable                     $  3,806,261     $  2,592,765
      Accrued liabilities                     4,091,661        5,914,422
      Current portion of long-term
      obligations                             3,647,000        3,560,000
                                             ----------       ----------
         Total current liabilities           11,544,922       12,067,187

    Long-term obligations                    83,130,707       56,978,095
    Deferred income taxes                     9,445,856        7,380,556

    Shareholders' equity:
      Preferred stock, $.01 par value,
      5,000,000 shares authorized,
        none issued                                  --               --
      Common stock:
        Class A, $.01 par value, 13,219,370
         and 12,734,286 shares issued and
         outstanding, respectively              132,074          127,343
        Class B, $.01 par value, 636,202
         shares issued and outstanding            6,362            6,362
      Additional paid-in capital             67,888,801       60,183,370
      Retained earnings                       8,783,688        8,741,706
                                            -----------      -----------
                                             76,810,925       69,058,781
                                            -----------      -----------
         Total liabilities and
          shareholders' equity             $180,932,410     $145,484,619
                                            ===========      ===========


                 See notes to consolidated financial statements.

   <PAGE>


   NORTHLAND CRANBERRIES, INC. AND SUBSIDIARY

   CONSOLIDATED STATEMENTS OF OPERATIONS

   Years Ended August 31, 1997 and 1996, March 31, 1995
   and Five-Month Transition Period Ended August 31, 1995                 


   <TABLE>
   <CAPTION>
                                                   Years Ended            Five Months
                                             August 31,     August 31,        Ended          Year Ended
                                                1997           1996      August 31, 1995   March 31, 1995

    <S>                                      <C>           <C>               <C>              <C>
    Revenues                                 $47,374,827   $37,607,845       $  890,397       $21,783,966

    Cost of sales                             23,170,154    16,516,785        1,400,611        13,057,275
                                             -----------   -----------      -----------       -----------
    Gross profit (loss)                       24,204,673    21,091,060         (510,214)        8,726,691

    Costs and expenses:
      Selling, general and administrative     15,963,109     7,020,416        1,907,841         2,439,978

      Interest                                 4,493,104     2,657,067        1,919,544         3,654,006
                                             -----------   -----------      -----------       -----------
         Total costs and expenses             20,456,213     9,677,483        3,827,385         6,093,984
                                             -----------   -----------      -----------      ------------

    Income (loss) before income taxes and
      cumulative effect of change in
      accounting method                        3,748,460    11,413,577       (4,337,599)        2,632,707

    Income taxes (benefit)                     1,516,000     4,509,000       (1,689,000)        1,051,000
                                             -----------   -----------      -----------       -----------
    Income (loss) before cumulative
      effect of change in accounting
      method                                   2,232,460     6,904,577       (2,648,599)        1,581,707

    Cumulative effect of change in
      accounting method (net of taxes of
      $806,000)                                       --            --        1,249,469                --
                                              ----------    ----------       ----------        ----------
    Net income (loss)                        $ 2,232,460   $ 6,904,577      $(1,399,130)      $ 1,581,707
                                              ==========    ==========       ==========        ==========

    Net income (loss) per common and
      common equivalent share

      Income (loss) before cumulative
        effect of change in accounting
        method                                 $    0.16     $    0.50        $   (0.28)        $    0.18

      Cumulative effect of change in
        accounting method                             --            --             0.13                --

                                               ---------      --------        ----------         --------
    Net income (loss) per common and
      common equivalent share                  $    0.16     $    0.50        $   (0.15)        $    0.18
                                                ========      ========        ==========         ========

   </TABLE>


                 See notes to consolidated financial statements.

   <PAGE>

   CONSOLIDATED STATEMENTS OF CASH FLOWS

   Years Ended August 31, 1997 and 1996, March 31, 1995
   and Five-Month Transition Period Ended August 31, 1995                   

   <TABLE>
   <CAPTION>
                                                  Years Ended            Five Months
                                           August 31,     August 31,        Ended         Year Ended
                                              1997           1996      August 31, 1995  March 31, 1995

    <S>                                     <C>           <C>             <C>               <C> 
    Operating activities:
      Net income (loss)                     $2,232,460    $6,904,577      $(1,399,130)      $1,581,707 
      Cumulative effect of change in
       accounting method                            --            --       (1,249,469)              -- 
      Adjustments to reconcile net
       income (loss) to net cash (used
       in) provided by operating
       activities:
        Depreciation and amortization        5,242,804     4,151,448        1,481,176        3,094,708 
        (Gain) loss on disposal of
         property and equipment                 (5,059)      (25,236)           4,839           (8,331)
        Changes in assets and
         liabilities:
          Receivables, prepaid expenses
         and other current assets           (5,157,839)   (2,256,715)       1,807,428       (1,350,827)
          Inventories                      (14,039,660)   (4,715,542)      (5,178,107)        (445,206)
          Accounts payable and accrued
         liabilities                          (423,990)    4,031,250          163,632        1,847,874 
          Deferred income taxes              1,516,000     1,289,000         (883,000)         910,000 
                                           -----------    ----------      -----------       ---------- 
      Net cash (used in) provided by
         operating activities              (10,635,284)    9,378,782       (5,252,631)       5,629,928 
                                           -----------    ----------      -----------       ---------- 
    Investing activities:
      Property and equipment additions      (8,812,293)  (14,480,765)      (5,827,245)      (8,716,881)
      Proceeds on disposals of property
       and equipment                           108,841       152,065           40,229           65,695 
      Acquisitions of cranberry
       operations                           (6,765,513)   (7,279,818)      (4,485,112)      (5,046,097)
      Net decrease in investments            1,259,548     1,259,548               --        1,259,548 
      Other                                    (26,415)     (214,018)         (66,507)        (145,412)
                                           -----------   -----------      -----------       ---------- 
      Net cash used for investing
         activities                        (14,235,832)  (20,562,988)     (10,338,635)     (12,583,147)
                                           -----------   -----------      -----------      ----------- 
    Financing activities:
      Proceeds from long-term debt          31,850,000    15,000,000       14,800,000       14,350,000 
      Payments on long-term debt            (5,610,388)   (6,053,365)     (24,803,303)      (6,626,409)
      Dividends paid                        (2,190,478)   (1,923,429)        (515,978)      (1,193,248)
      Net proceeds from common stock
       offering                                     --     4,016,192       26,401,133               -- 
      Exercise of stock options                987,650        76,400               --           85,633 
      Other                                   (201,467)      (25,819)        (153,265)         (89,638)
                                           -----------   -----------      -----------      ----------- 
      Net cash provided by financing
         activities                         24,835,317    11,089,979       15,728,587        6,526,338 
                                           -----------   -----------      -----------      ----------- 
    Net (decrease) increase in cash and
      cash equivalents                         (35,799)      (94,227)         137,321         (426,881)
    Cash and cash equivalents, beginning
      of period                                266,467       360,694          223,373          650,254 
                                           -----------   -----------      -----------      ----------- 
    Cash and cash equivalents, end of
      period                                 $ 230,668     $ 266,467        $ 360,694        $ 223,373 
                                           ===========   ===========      ===========      =========== 
    Supplemental disclosure of cash flow
      information
      Cash paid during the year for:
        Interest (net of interest
         capitalized)                       $4,499,870    $2,716,788       $2,445,138       $3,323,440 
        Income taxes                           525,000     2,768,000               --          268,000 

    Supplemental disclosures of noncash
      investing and financing
      activities (See Notes 5 and 7).

   </TABLE>


                 See notes to consolidated financial statements.

   <PAGE>


   NORTHLAND CRANBERRIES, INC. AND SUBSIDIARY

   CONSOLIDATED STATEMENTS OF SHAREHOLDERS' EQUITY

   Years Ended August 31, 1997 and 1996, March 31, 1995
   and Five-Month Transition Period Ended August 31, 1995             

   <TABLE>
   <CAPTION>
                                              Common Stock         Additional
                                                                     Paid-In       Retained       Treasury
                                           Class A     Class B       Capital       Earnings        Stock

    <S>                                 <C>          <C>         <C>            <C>               <C>
    Balances, April 1, 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 options                          --           --         39,404             --            --
      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     28,907,583      5,675,667             0

      Net proceeds from common stock
       offering (2,000,000 shares)        20,000           --     26,381,133             --            --
      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
       offering (300,000 shares)           3,000           --      4,013,192             --            --
      Common stock issued for
       acquisition of cranberry marsh
       (16,807 shares)                       168           --        399,832             --            --
      Common stock issued for
       cranberries purchased (29,443
       shares)                               294           --        417,796             --            --
      Stock options exercised                103           --         76,297             --            --
      Tax benefit from exercise of
       stock options                          --           --         54,380             --            --
      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

      Common stock issues for
       acquisition of cranberry marshes
       (269,014 shares)                    2,690           --      5,166,930             --            --
      Stock options exercised              2,041           --      1,544,984             --            --
      Tax benefit from exercise of
       stock options                          --           --        993,517             --            --
      Cash dividends paid:
        $.16 per Class A share                --           --             --     (2,097,949)           --
        $.14544 per Class B share             --           --             --        (92,529)           --
      Net income                              --           --             --      2,232,460            --
                                       ---------    ---------     ----------     ----------      --------
    Balances, August 31, 1997           $132,074      $ 6,362    $67,888,801     $8,783,688       $     0
                                       =========    =========     ==========     ==========      ========

   </TABLE>


                 See notes to consolidated financial statements.

   <PAGE>


   NOTES TO CONSOLIDATED FINANCIAL STATEMENTS

   Years Ended August 31, 1997 and 1996, March 31, 1995
   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 fiscal 1996 and 1995, 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 sells its products 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 consist of those costs related to the growing of the crop which
   will be harvested in the following fiscal year (see also Note 2). 
   Inventories are stated at lower of cost or market 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 using the straight-line method over
   40 years.  Accumulated amortization at August 31, 1997 and 1996 was
   $220,668 and $196,968, respectively.  The Company assesses the carrying
   value of goodwill at each balance sheet date.  Consistent with Statement
   of Financial Accounting Standard ("SFAS") No. 121, "Accounting for the
   Impairment of Long-Lived Assets and for Long-Lived Assets to be Disposed
   of," such assessments include, as appropriate, a comparison of the
   estimated future nondiscounted cash flows anticipated to be generated
   during the remaining amortization period of the goodwill to the net
   carrying value of goodwill.  The Company recognizes diminution in value of
   goodwill, if any, on a current basis.

   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.

   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:  sales of
   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 (14,308,845, 13,927,820, 9,393,656 and
   8,890,850 for the years ended August 31, 1997 and 1996, five-month
   transition period ended August 31, 1995 and the year ended March 31, 1995,
   respectively).

   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.

   Reclassifications -- Certain amounts previously reported have been
   reclassified to conform with the current presentation.

   Accounting Standards To Be Adopted -- In 1997, the Financial Accounting
   Standards Board issued Statement of Financial Accounting Standards (SFAS)
   No. 128, "Earnings Per Share;" SFAS No. 129, "Disclosure of Information
   about Capital Structure;" SFAS No. 130, "Reporting Comprehensive Income;"
   SFAS No. 131, "Disclosures about Segments of an Enterprise and Related
   Information."  The Company is currently in the process of evaluating the
   accounting and disclosure effects of these Statements.

   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 for $14,706,000.  The purchase price was paid in 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 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.

        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 paid through the delivery of
   $4,850,000 cash and 169,014 shares of Class A Common Stock.

        On December 30, 1996, the Company acquired the productive cranberry
   bog and certain of the associated assets of Vanatta Cranberry Company LLC
   for $4,350,000.  The purchase price was paid through the delivery of
   $2,175,000 cash and 100,000 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 1997 acquisitions
   had occurred on September 1, 1995, were not significant.

   6.   INVENTORIES

        Inventories at August 31, 1997 and 1996 were as follows:

                                         1997              1996

           Raw materials              $ 6,274,305      $ 1,692,403
           Finished goods               9,001,810        1,399,335
           Deferred crop costs         11,177,972        9,322,688
                                       ----------       ----------
                                      $26,454,087      $12,414,426
                                       ==========       ==========


   7.   PROPERTY AND EQUIPMENT

        Property and equipment at August 31, 1997 and 1996 were as follows:

                                              1997            1996

         Land                          $  7,548,486     $  7,351,596
         Land improvements               14,709,554       12,346,400
         Cranberry vines, bulkheads
           and irrigation equipment      72,153,272       59,607,337
         Buildings and improvements      17,627,758       12,986,763
         Equipment and vehicles          33,428,680       23,727,102
         Construction in progress        16,397,639       25,079,393
                                        -----------      -----------
                                        161,865,389      141,098,591
         Less accumulated depreciation
           and amortization              23,592,348       18,609,490
                                        -----------      -----------
                                       $138,273,041     $122,489,101
                                        ===========      ===========


   The Company capitalized $1,398,092, $1,531,405, $557,065 and $1,065,164 of
   interest for the years ended August 31, 1997 and 1996, five-month
   transition period ended August 31, 1995, and the year ended March 31,
   1995, respectively.

   8.   INVESTMENT AND OTHER ASSETS

        Investments and other assets at August 31, 1997 and 1996 were as
   follows:

                                          1997                1996

        Investments                      $       --        $1,259,548
        Leasehold interests, net          1,039,395         1,197,277
        Goodwill, net                       734,010           757,710
        Other                             1,195,229         1,163,486
                                          ---------         ---------
                                         $2,968,634        $4,378,021
                                          =========         =========

   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 $1,259,548
   will be received in fiscal 1998.

   9.   ACCRUED LIABILITIES

        Accrued liabilities at August 31, 1997 and 1996 were as follows:

                                           1997             1996
          Compensation and other
             employee benefits          $1,038,134       $2,870,565
          Property taxes                   469,832          518,181
          Interest                         331,828          338,594
          Commissions                      320,733           59,678
          Income taxes                     181,976          338,332
          Other                          1,749,158        1,789,072
                                         ---------        ---------
                                        $4,091,661       $5,914,422
                                         =========        =========


   10   NOTES PAYABLE AND LONG-TERM OBLIGATIONS

        Long-term debt at August 31, 1997 and 1996 was as follows:

                                               1997               1996
    Credit agreement with a bank:
      Revolving credit facility            $41,500,000        $10,050,000
      Acquisition credit facility            7,950,000          9,600,000
      Term loan                              8,400,000          9,450,000
      Term loan                              2,760,000          3,680,000
      Term loan                              3,428,000          4,000,000
    Term loan payable to insurance
      company with interest at 8.69%        13,641,173         14,267,752
    Term loan payable to insurance
      company with interest at 7.85%         9,098,534          9,490,343
                                            ----------         ----------
                                            86,777,707         60,538,095
    Less current portion                     3,647,000          3,560,000
                                            ----------         ----------
                                           $83,130,707        $56,978,095
                                            ==========         ==========


   On August 31, 1994, the Company entered into a credit agreement with a
   bank, which was subsequently amended on June 7, 1995, November 4, 1996 and
   October 3, 1997, and provides for a secured revolving credit facility of
   $75,000,000 and three secured term credit facilities in the amounts of
   $4,600,000, $4,000,000 and $10,500,000.  The revolving credit facility
   terminates on December 31, 2000.  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. 
   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, 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 an applicable rate margin, 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 on the average daily
   unused amount of the revolving credit facility.

        The amount of unused available borrowings under the amended credit
   facilities was $25,550,000 at August 31, 1997.

        The 8.69% term loan with an insurance company is payable in
   semi-annual installments of $926,562, 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 of $564,630, 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.

        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
   ($73,000,000 at August 31, 1997), 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:

                        1998                           $ 3,647,000
                        1999                             3,742,000
                        2000                            10,806,000
                        2001                            50,864,000
                        2002                             1,535,000
                     Thereafter                         16,183,707
                                                        ----------
                                                       $86,777,707
                                                        ==========


   11.  SHAREHOLDER'S EQUITY

        The Company is authorized to issue 5,000,000 shares of preferred
   stock with a par value of $.01.

        The authorized common stock of the Company consists of 60,000,000
   shares of Class A Common Stock and 4,000,000 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.  The Company issued an additional 300,000
   shares of Class A Common Stock in September 1995 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, 1997, 2,822,720 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.

                                                                    Weighted
                                                                    Average
                                                         Number of  Exercise
                                      Price Range         Shares     Price
    Outstanding at April 1,
     1994                         $2.63     -  $9.38    680,284     $4.42
      Granted                      7.75     -   8.75     97,034      8.70
      Exercised                    2.63     -   7.38    (23,260)     3.68
      Cancelled                    2.63     -   8.63     (9,772)     4.75

    Outstanding at March 31,
     1995                          2.63     -   9.38    744,286      4.99
      Granted                      7.25     -   7.25     85,000      7.25
      Cancelled                    3.13     -   8.63     (5,234)     5.97

    Outstanding at August 31,
     1995                          2.63     -   9.38    824,052      5.22
      Granted                     10.88     -  17.75    273,662     10.95
      Exercised                    2.63     -   8.75    (20,560)     3.72
      Cancelled                    3.88     -   8.75     (8,000)     6.96
                                  -----      -------  ---------   -------
    Outstanding at August 31,
     1996                          2.63     -  17.75  1,069,154      6.70
      Granted                     12.94     -  18.50     61,500     17.48
      Exercised                    3.75     -  10.88   (204,070)     4.84
      Cancelled                    7.25     -  18.50    (10,800)    12.56
                                  -----      -------  ---------   -------
    Outstanding at August 31,
     1997                         $2.63     - $18.50    915,784     $7.77
                                  =====      =======  =========   =======

    Shares exercisable at
     August 31, 1997              $2.63     - $17.75    826,484     $7.12
                                  =====      =======  =========   =======
    Available for grant after
     August 31, 1997                                    489,748
                                                        =======


        The following table summarizes information about stock options
   outstanding at August 31, 1997:

   <TABLE>
   <CAPTION>
                                               Options Outstanding           Options Exercisable
                               Shares        Weighted
                                Out-          Average       Weighted        Shares        Weighted
                              standing       Remaining       Average     Exercisable      Average
      Range of Exercise      at August      Contractual     Exercise      at August       Exercise
           Prices             31, 1997      Life-Years        Price        31, 1997        Price

   <S>                           <C>              <C>        <C>           <C>             <C>
   $ 2.63     - $ 6.00           398,150          3.2        $ 4.06        392,150         $ 4.04
     6.01     -  10.00           194,472          6.3          8.09        169,472           8.12
    10.01     -  18.50           323,162          8.2         12.15        264,862          11.02
    -----       ------           -------        -----        ------       --------         ------
    $2.63     - $18.50           915,784          5.6        $ 7.77        826,484         $ 7.12
    =====       ======           =======        =====        ======       ========         ======
   </TABLE>


   In Fiscal 1997, the Company adopted the disclosure requirements of
   Statement of Financial Accounting Standards No. 123, "Accounting for
   Stock-Based Compensation" (SFAS 123).  The Company has elected to continue
   to follow the provisions of Accounting Principles Board No. 25,
   "Accounting for Stock Issued to Employees" and its related
   interpretations; accordingly, no compensation cost has been reflected in
   the financial statements for its stock option plan.  Had compensation cost
   for the Company's stock option plan been determined based on the fair
   value at the grant dates for awards under those plans consistent with the
   method of SFAS 123, the Company's net income and net income per share
   would have been reduced to the pro forma amounts indicated below (in
   thousands, except per share amounts):

                                           1997          1996
              Net Income:
                As reported              $2,232,000     $6,905,000
                Pro forma                $2,124,000     $6,037,000

              Net Income per share:
                As reported              $     0.16     $     0.50
                Pro forma                $     0.15     $     0.44

   For the purpose of these disclosures, the fair value of each option
   granted was estimated on the date of grant using the Black-Scholes option
   pricing model with the following weighted average assumptions:  expected
   volatility of 34.2%; risk-free interest rate of 6.2%; 0.93% dividend rate
   during the expected term; and an expected life of 9 years.

   13.  INCOME TAXES

        The provisions for income taxes is as follows:

                        August 31,   August 31,   August 31,    March 31,
                           1997         1996         1995         1995
    Currently payable:
      Federal         $       --   $2,997,000  $        --   $  141,000
      State                   --       223,00           --           --
                       ---------    ---------    ---------    ---------
                              --    3,220,000           --      141,000
    Deferred:
      Federal          1,274,000      944,000   (1,368,000)     721,000
      State              242,000      345,000     (321,000)     189,000
                       ---------    ---------   ----------    ---------
                       1,516,000    1,289,000   (1,689,000)     910,000
                       ---------    ---------   ----------    ---------
                      $1,516,000   $4,509,000  ($1,689,000)  $1,051,000
                       =========    =========   ==========    =========


   The tax effects of temporary differences that give rise to significant
   portions of deferred tax assets and liabilities as of August 31, 1997 and
   1996 consist of the following:

                                             1997              1996
       Deferred tax assets:
         Tax loss carryforwards          $ 2,979,000       $   955,000
         AMT tax credits and other
           carryforwards                   3,552,000         3,676,000
                                          ----------        ----------
                                           6,531,000         4,631,000

       Deferred tax liabilities:
         Cranberry sales                     299,000           459,000
         Depreciation and
           amortization                   12,642,000        10,429,000
                                          ----------        ----------
                                          12,941,000        10,888,000
                                          ----------        ----------
       Net deferred tax liability         $6,410,000        $6,257,000
                                          ==========        ==========


   At August 31, 1997, the Company has net operating loss carryforwards for
   Federal income tax purposes of approximately $7,597,000, which expire at
   various dates through 2012.

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

                              August 31,  August 31,  August 31,  March 31,
                                 1997        1996        1995        1995
    Statutory tax rate         34.0%       34.0%       34.0%       34.0%
    State income taxes, net
      of Federal tax benefit    5.2         5.2         5.2         5.3
    Other, net                  1.2         0.3        (0.3)        0.6
                               ----        ----        ----        ----
    Effective tax rate         40.4%       39.5%       38.9%       39.9%
                               ====        ====        ====        ====


   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, 1997 and 1996 was $1,167,726 and $1,009,843, 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 years ended
   August 31, 1997 and 1996, five-month transition period ended August 31,
   1995, and the year ended March 31, 1995 was $262,796 and $261,166, $0 and
   $338,984, 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 CEO 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 of 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 1997 and 1996, the five-month transition
   period ending August 31, 1995 and fiscal 1995 was $85,598, $64,079, $0 and
   $8,973, respectively.

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

                             1998             $  376,000
                             1999                371,000
                             2000                401,000
                                               ---------
                                              $1,148,000
                                               =========


        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 27 independent cranberry growers pursuant to which the Company has
   contracted to purchase all of the cranberry crop produced on 1,557 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 1997 and 1996
   was $126,867 and $63,182, respectively.

   17.  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 fiscal years 1997 and 1996, the Company had sales of approximately
   $5,797,000 and $4,700,000, or 12.2% and 12.5%, respectively, of net sales
   to one customer.




   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
   October 9, 1997, (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, 1997.



   /s/ Deloitte & Touche LLP

   DELOITTE & TOUCHE LLP
   Milwaukee, Wisconsin

   November 26, 1997


<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
FINANCIAL STATEMENTS OF NORTHLAND CRANBERRIES, INC. AS OF AND FOR THE 
TWELVE MONTHS ENDED AUGUST 31, 1997 AND IS QUALIFIED IN ITS ENTIRETY 
BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
       
<S>                             <C>
<PERIOD-TYPE>                   12-MOS
<FISCAL-YEAR-END>                          AUG-31-1997
<PERIOD-START>                             SEP-01-1996
<PERIOD-END>                               AUG-31-1997
<CASH>                                         230,668
<SECURITIES>                                 1,259,548
<RECEIVABLES>                                6,995,595
<ALLOWANCES>                                         0
<INVENTORY>                                 26,454,087
<CURRENT-ASSETS>                            39,690,735
<PP&E>                                     161,865,389
<DEPRECIATION>                              23,592,348
<TOTAL-ASSETS>                             180,932,410
<CURRENT-LIABILITIES>                       11,544,922
<BONDS>                                     83,130,707
                                0
                                          0
<COMMON>                                       138,436
<OTHER-SE>                                  67,888,801
<TOTAL-LIABILITY-AND-EQUITY>               180,932,410
<SALES>                                     46,252,656
<TOTAL-REVENUES>                            47,374,827
<CGS>                                       23,170,154
<TOTAL-COSTS>                               15,963,109
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                           4,493,104
<INCOME-PRETAX>                              3,748,460
<INCOME-TAX>                                 1,516,000
<INCOME-CONTINUING>                          2,232,460
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                 2,232,460
<EPS-PRIMARY>                                     0.16
<EPS-DILUTED>                                     0.16
        

</TABLE>


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