NORTHLAND CRANBERRIES INC /WI/
10-K, 1998-11-30
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, 1998
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 offices)               (Zip Code)

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               No

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

Aggregate  market  value  of the  voting  stock  held by  non-affiliates  of the
registrant as of November 25, 1998:
                          $231,804,790

Number of shares issued and outstanding of each of the  registrant's  classes of
common stock as of November 25, 1998:

             Class A Common Stock, $.01 par value: 19,115,484 shares
              Class B Common Stock, $.01 par value: 636,202 shares

PORTIONS OF THE FOLLOWING DOCUMENTS ARE INCORPORATED HEREIN BY REFERENCE:

Proxy  Statement for 1999 annual  meeting of  shareholders  scheduled to be held
January  6,  1999  (incorporated  by  reference  into Part  III,  to the  extent
indicated therein).

1998 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

         We make certain "forward-looking statements" in this Form 10-K, such as
statements  about our future  plans,  goals and other  events which have not yet
occurred. We intend that these statements will qualify for the safe harbors from
liability provided by the Private Securities  Litigation Reform Act of 1995. You
can generally  identify these  forward-looking  statements  because we use words
such as we "believe," "anticipate," "expect" or similar words when we make them.
Whether or not these  forward-looking  statements will be accurate in the future
will depend on certain risks and factors including risks associated with (i) the
development,  market  share  growth and  continued  consumer  acceptance  of our
branded juice  products;  (ii) the level of expenditures to build the brand name
equity  and  consumer  awareness  of  our  Northland  product  line;  (iii)  the
integration of the operations of Minot Food Packers,  Inc., which we acquired in
fiscal 1998;  (iv) the  consummation  of the potential  acquisition of the juice
division of Seneca Foods  Corporation;  (v) strategic actions of our competitors
in pricing,  marketing and advertising;  and (vi) agricultural factors affecting
our crop.  You should  consider  these risks and factors and the impact they may
have when you evaluate our forward-looking  statements. We make these statements
based only on our knowledge and  expectations  on the date of this Form 10-K. We
will not necessarily  update these statements or other  information in this Form
10-K based on future events or circumstances.  Please read this entire Form 10-K
to better understand our business and the risks associated with our operations.

Item 1.  Business.

                                     General

         We are a grower,  processor and marketer of  cranberries  and cranberry
products. Our products include:

         o Northland  brand 100% juice  cranberry  blends,  which we sell mostly
through  supermarkets and, to a smaller degree,  through mass  merchandisers and
other retail channels;

         o private label  cranberry  drinks and other fruit  products,  which we
sell to retail and wholesale customers for sale under their own labels;

         o  Northland  brand  fresh  cranberries,  which we sell to  retail  and
wholesale customers; and

         o cranberry  juice  concentrate,  single-strength  cranberry  juice and
frozen and whole sliced cranberries,  which we sell to industrial and ingredient
customers.

         We began our  business in 1987 as a cranberry  grower and member of the
Ocean Spray  Cranberries,  Inc.  marketing  cooperative.  In 1993, we left Ocean
Spray  and  began  implementing  our marsh to  market  strategy  by  introducing
Northland brand fresh cranberries.  In October 1995, we introduced our family of
Northland  100%  juice  cranberry  blends.  By June  1997,  we had  successfully
achieved  national  distribution.  In July 1998, we acquired Minot Food Packers,
Inc., a manufacturer of private label  cranberry and other fruit products.  Also
in 1998, we reached an agreement in principle  with Seneca Foods  Corporation to
acquire  Seneca's juice  division.  Please see "Potential  Seneca  Acquisition,"
below,  for more details.  As of September 13, 1998,  our branded juice products
were  available  in  all 50  states  and in  approximately  84% of  supermarkets
nationwide according to data compiled by Information Resources, Inc.

                                      -2-

<PAGE>


         We had several  important  achievements in fiscal 1998.  Included among
them:

         o we topped $100 million in revenues for the first time in our history;

         o we  achieved  an  11.9%  dollar  market  share  in  the  shelf-stable
cranberry  beverage  market  according  to IRI  data  for  the 12  weeks  ending
September 13, 1998,  and were as high as 14.2% for the 12 weeks ending March 29,
1998;

         o we acquired  Minot,  a Bridgeton,  New Jersey  company with about $41
million in revenues in its 1997 fiscal year,  which  produces and sells  private
label cranberry and other fruit products; and

         o we completed a public sale of our common stock which provided us with
$74.5  million,  allowing us to pay the cash portion of the  purchase  price for
Minot and pay down debt, which in turn improved our financial condition.

         In addition to providing us with a base of private label customers, the
Minot  acquisition gave us more processing and storage  facilities and our first
bottling  facility.  As a result,  we now have the ability to bottle and can our
own products  (including  beverage  and sauce  products),  and to perform  those
operations for other  producers of bottled and canned  beverages (an arrangement
called  "co-packing").  Please  see the  discussion  below  under  the  headings
"Non-Branded  Products--Products"  and  "Manufacturing"  for further information
about Minot.

         We achieved significant revenue and asset growth in fiscal 1998 through
increased sales of our Northland 100% juice cranberry blends and the acquisition
of Minot. We intend to continue  growing our business in the next fiscal year by
focusing our strategic efforts on:

         o increasing  spending on our  national  marketing  efforts,  including
introducing new national television advertising,  to heighten consumer awareness
of our  branded  products  and how they  are  different  from  our  competitors'
products;

         o expanding  our product  selection by adding  sizes in retail  outlets
across the country and by adding branded products currently produced by Seneca;

         o continuing our sales and trade promotion plan;

         o continuing  to pursue  alternative  sales  channels for our products,
such  as  mass  merchandisers,   club  stores  and  foodservice  providers  like
restaurants, hospitals and schools;

         o strengthening and expanding our national food broker network;

         o continuing the integration of Minot's operations; and

         o completing the  acquisition of the juice division of Seneca (which we
discuss below) and integrating Seneca's operations into ours.

         In  addition  to  producing  and  selling  cranberry  and  other  fruit
products,  we are the  world's  largest  cranberry  grower,  with  25  cranberry
producing  marshes and 2,549  planted  acres owned or operated in Wisconsin  and
Massachusetts as of November 25, 1998.

                                      -3-

<PAGE>


                          Potential Seneca Acquisition

         In August 1998 we reached an agreement  in principle  with Seneca Foods
Corporation  to purchase  most of the assets of  Seneca's  juice  division.  The
assets we will  obtain in the  acquisition,  if it is  completed,  will  include
Seneca's  TreeSweet and Awake brand names, as well as three processing plants, a
distribution  center and a receiving station. We will also purchase the right to
sell Seneca brand fruit  beverages.  In Seneca's last completed fiscal year, its
juice  division  accounted  for about $105 million in revenues.  We believe this
acquisition, if completed, will give us a strong presence in the apple and grape
juice  segments  and will  allow  us to  enter  both  the  retail  frozen  juice
concentrate category and the retail canned beverage category. If we complete the
acquisition of Seneca's juice division,  our selection of branded  products will
include, in addition to our current branded products:

         o Seneca and TreeSweet  bottled and canned fruit  beverages,  including
apple, grape and orange juice products;

         o Seneca and TreeSweet  frozen juice  concentrate  products,  including
apple, grape, cranberry and orange juice products; and

         o Awake frozen orange-flavored concentrate.

         We also  expect  the  Seneca  acquisition  to  make  our  bottling  and
distribution  network  more  efficient  and to  further  our  ability to perform
co-packing  operations for other bottled and canned beverage producers.  This is
mainly because we will add, as part of the Seneca acquisition:

         o a processing plant in Mountain Home, North Carolina;

         o a processing plant in Dundee, New York;

         o a processing plant in Jackson, Wisconsin;

         o a distribution center in Eau Claire, Michigan; and

         o a grape receiving station in Portland, New York.

         In  addition  to helping  reduce our  transportation  and  distribution
costs, these new facilities would continue to produce the Seneca,  TreeSweet and
Awake branded products currently offered by Seneca.

         We intend to complete the Seneca  acquisition during the second quarter
of fiscal 1999.  We have not yet entered into a  definitive  purchase  agreement
with Seneca regarding the acquisition,  and, if and when we do, its closing will
still be subject to certain conditions. As a result, we cannot guarantee that we
will complete the  acquisition.  We have spent  considerable  time and attention
developing  strategies to take  advantage of the  anticipated  benefits that the
Seneca  acquisition  would provide.  If we do not complete the acquisition,  our
results  of  operations  and our  future  strategic  plans  could  be  adversely
affected.  Even if we complete the acquisition,  we may experience  difficulties
integrating  Seneca's  operations  with our own.  Also, we can't be certain that
current Seneca  customers will remain our customers  following the  acquisition.
Should  these things  happen,  or should we incur costs or  experience  problems
which  we did  not  expect  as a  result  of the  acquisition,  our  results  of
operations could be adversely affected.

                                      -4-

<PAGE>


                                Branded Products

    Products

         Our family of  Northland  100% juice  cranberry  blends is our  primary
branded  product.  We introduced  Northland 100% juice cranberry  blends in late
1995 and achieved  national  distribution in the summer of 1997. As of September
13, 1998,  our Northland  100% juice  cranberry  blends were available in all 50
states and in about 84% of  supermarkets  nationwide.  We currently  produce and
sell eight flavors, including traditional cranberry,  cranberry apple, cranberry
raspberry,   cranberry  grape,  cranberry  peach,  cranberry  cherry,  cranberry
blackberry and cranberry  strawberry.  Only one bottle size, 64-ounce,  has been
generally available in supermarkets nationwide.  However, we recently introduced
new bottle sizes,  including a 46-ounce  plastic  bottle in  supermarkets  and a
128-ounce  plastic bottle and 16-ounce  plastic bottle  multi-packs in warehouse
clubs.

         In addition to Northland 100% juice cranberry  blends, we also grow and
package Northland brand fresh cranberries and sell them in 12-ounce plastic bags
mainly to food retailers and wholesalers during the fall.

         In November 1998, we announced that we hired Scott  Corriveau to be our
President - Branded Division. Mr. Corriveau,  who will assume his duties with us
in December 1998, has over 16 years  experience in the beverage  industry,  most
recently  as the  Vice  President,  Sales  and  Customer  Marketing  for the Dr.
Pepper/7Up Premier Beverages  Division of Cadbury Beverages.  Mr. Corriveau will
be responsible  for  overseeing the continued  development of our family of 100%
juice blends as well as the marketing and sale of Seneca branded  products if we
complete the Seneca acquisition.

    Marketing

         Our principal  consumer  marketing strategy for our family of Northland
100% juice cranberry blends is to highlight the differences in flavor and health
benefits  between  Northland brand 100% juice  cranberry  blends and many of the
competing products of Ocean Spray and others which have less than 100% juice.

         Our marketing strategy includes:

         o media advertising

                  - we used a national television advertising campaign in fiscal
         1998  designed to appeal to and be seen by our target  audience  and to
         promote their awareness of our product, its 100% juice content, and the
         lesser  juice  content of many of our  competitors'  products.  We will
         continue  advertising  on  television  in fiscal  1999 by again  buying
         advertising  time  on  daytime  network  shows,  cable  networks,   and
         syndicated  programming,  and by  adding  primetime  broadcast  network
         advertising. We also anticipate additional brand-building media efforts
         in fiscal 1999,  including a new national magazine advertising campaign
         which will begin in November 1998. We spent  approximately $7.8 million
         on these types of media  advertising in fiscal 1998 and intend to spend
         approximately  $10-12  million on these types of media  advertising  in
         fiscal 1999; and

         o sales promotion

                  - we offer  coupons  to  attract  first-time  buyers  and give
         people  who  already  drink  Northland  100%  juice  cranberry   blends
         incentive to purchase  more of our  products.  We  anticipate  that our
         fiscal  1999 sales  promotions  will be  consistent  with  fiscal  1998
         levels.

                                      -5-

<PAGE>

         In addition to media advertising and sales promotions, we are currently
in the process of redesigning  the Northland 100% juice label with the intention
of making  the  Northland  name more  visible  on the bottle and making the 100%
juice content of the product more prominently  shown. We also hope the new label
will be more appealing to consumers and easier to read.

         In addition to our new  President-Branded  Division,  our branded juice
marketing efforts are coordinated by our Vice  President-Marketing (who has over
20 years of marketing experience in the food and consumer products  industries),
a marketing manager, an assistant product manager,  and support staff personnel.
We also employ our own creative services department, including a manager and two
graphic  designers,  to help in marketing and promotional  efforts,  and use the
services of an advertising agency to help us develop our marketing strategies.

    Sales

         Dollar sales of shelf-stable  cranberry beverages continued to increase
in fiscal 1998, and we anticipate they will continue to increase in fiscal 1999.
We hope to realize increased sales of our branded juice products by:

         o continuing our trade promotion plan

                  - on a periodic  basis,  we offer discounts on our products to
         retailers  and  wholesalers  to  temporarily  reduce  the  price of our
         products to consumers and to obtain store  display  features and retail
         advertisements.  These efforts help to increase our product  visibility
         and offer the consumer  savings on our  products.  We  anticipate  that
         we'll increase these trade promotion activities in fiscal 1999;

         o expanding our product  selection by introducing  more Northland sizes
and adding Seneca products;

         o continuing  to increase  distribution  of our branded  products  into
certain regional supermarkets where our products are not yet available; and

         o establishing  or increasing our presence in other sales channels such
as supercenters, mass merchandisers, club stores and drug stores.

         With the planned increase in consumer  marketing  spending discussed in
"Marketing," above, we expect to spend approximately $35 million (which does not
include possible spending related to products added through the potential Seneca
acquisition) on advertising,  promotion and slotting  expenses in support of our
brand in fiscal 1999. We use the term "slotting" to refer to fees that we pay to
retailers in order to secure space on their shelves for our products.  In fiscal
1998, we spent approximately $27 million on advertising, promotion and slotting.

         Our branded juice sales are coordinated by our Vice President-Sales and
our Director of Sales (who  together  have over 40 years of sales  experience in
the food and consumer products  industries),  as well as a sales coordinator and
eight regional sales managers.  In addition to their experience with our branded
products to date, many of our sales staff personnel have prior sales  experience
working for companies such as ConAgra, Inc., H.J. Heinz Company, Campbell's Soup
Company,  RJR Nabisco and Welch's. Our sales staff directs distribution and sale
of our branded  juice  products  through a network of over 70  independent  food
brokers throughout the United States. If we complete the Seneca acquisition,  we
will add an additional  regional  sales  manager.  Seneca also has a food broker
network of about the same size,  which we  anticipate  combining  to some degree
with our own food broker network to make our sales operations more efficient.

                                      -6-

<PAGE>

    Competition

         The consumer  cranberry  product market is large and very  competitive.
Based on  industry  data,  retail  supermarket  bottled  shelf-stable  cranberry
beverage sales were  approximately $735 million for the 52-weeks ended September
13, 1998. The shelf-stable  cranberry beverage market is significantly larger if
you include  all sales  channels  as opposed to just  supermarkets.  Most of the
markets in which we compete  are  dominated  by Ocean  Spray.  Ocean Spray is an
agricultural  marketing  cooperative which has certain protections under federal
anti-trust  laws.  Ocean  Spray  has over  700  member-growers,  accounting  for
approximately 70% of all cranberries grown in North America.  Based on IRI data,
for the 12-weeks  ended  September 13, 1998,  Ocean Spray  products  represented
approximately 58.8% of the supermarket  shelf-stable  cranberry beverage market,
down from approximately  62.8% for the 12-weeks ended September 14, 1997. We had
the second largest  market share for the 12-weeks ended  September 13, 1998 with
11.9%.

         Northland 100% juice cranberry blends compete with:

         o Ocean Spray's branded cranberry juice products;

         o branded cranberry juice products of other producers;

         o private label cranberry juice products; and

         o other juice and beverage products.

         Our Northland  branded juice products are 100% juice cranberry  blends.
Most of our competitors'  products are made up of much less than 100% juice. For
example,  Ocean  Spray's  Cranberry  Juice  Cocktail  contains  only  up to  27%
cranberry  juice with the  remainder  being water and high  fructose corn syrup.
Like  Ocean  Spray,  many  other  competitors'  juices  use sugar or corn  syrup
additives as  sweeteners.  We believe that we have an advantage over many of our
competitors due to the perceived  benefits of our 100% juice  products.  We also
believe that the continued  success of our branded juice products will depend on
whether  consumers  will  continue  to think  highly  of its  quality  and taste
compared to that of our competitors' products.

         Northland 100% juice cranberry blends are premium-priced  products. Our
products compete mainly with other  premium-priced  branded cranberry beverages,
but also with private label products which are usually lower priced.

         During fiscal 1998, Ocean Spray introduced a product line of 100% juice
cranberry  blends which compete  directly with  Northland  100% juice  cranberry
blends. We expect that Ocean Spray will continue to compete aggressively against
our 100% juice cranberry blend products,  possibly by increasing  advertising of
its 100% juice product line,  reducing  product  pricing,  increasing  its trade
promotions or other actions.  Ocean Spray has  significantly  more experience in
the fruit juice  markets than we do, as well as greater  brand name  recognition
and greater marketing and distribution  resources.  We cannot be certain that we
will be successful in competing against Ocean Spray.

         We also compete with Ocean Spray and other brand label producers in the
market for fresh  cranberry  sales  during the fall.  We expect to  continue  to
compete  in  the  fresh  cranberry  market  by  selling  Northland  brand  fresh
cranberries at competitive prices. Ocean Spray has significantly more experience
in the sale of branded  fresh  cranberries  than we do, as well as greater brand
name recognition and greater marketing and distribution  resources. We cannot be
certain that we will be successful in competing against Ocean Spray in the fresh
cranberry market.

                                      -7-

<PAGE>

         If we  complete  the Seneca  acquisition,  we will also sell the Seneca
products mentioned above under the heading  "Potential Seneca  Acquisition." The
addition of these products  should allow us to compete for the first time in the
markets for frozen juice  concentrate and  shelf-stable  canned fruit juices and
drinks. If we enter these markets,  we would compete against several established
brand names including Welch's, TreeTop,  Tropicana, Mott's and Minute Maid. Many
of these  competitors have greater brand name recognition and greater  marketing
and  distribution  resources  than we do. Ocean Spray does not compete in either
the frozen  juice  concentrate  market or the  shelf-stable  canned  fruit juice
market.

                              Non-Branded Products

    Products

         Our major  non-branded  products are private label  cranberry and other
fruit  juices.  We use the term  "private  label" to refer to products  which we
manufacture  and sell to customers  who sell those  products to consumers  under
their own labels.  Before we acquired Minot, we had a very small presence in the
private  label  fruit  juice  market.  Our  acquisition  of  Minot  gives  us an
established  base of private  label  customers  and  expertise in private  label
processing  and  bottling.  Combined  with  our  existing  network  of  contract
co-packers,  Minot's  bottling  operations will also allow us to provide quicker
and lower-cost service to our private label customers than we could before.

         We  now  offer  private  label  cranberry  juice  and  cranberry  juice
cocktail, as well as private label apple, orange,  pineapple,  grape, grapefruit
and lemon  juice.  In  addition  to fruit  drinks,  we offer  other  non-branded
products including:

         o industrial cranberry concentrate;

         o jellied and whole cranberry sauce;

         o frozen and whole sliced cranberries;

         o single-strength cranberry juice;

         o sports drinks; and

         o ready-to-drink teas.

         We also offer other non-branded products and services.  For example, we
co-pack  for  several  customers.   We  also  own  Wildhawk  Inc.,  which  sells
agricultural chemicals and fertilizer to cranberry growers.

    Marketing and Sales

         Our  marketing  and sales  efforts  for our  non-branded  products  are
different from our efforts for our branded  products.  This is mainly because we
market our branded products directly to the consumer,  while we sell non-branded
products to retail and other  customers  who then either  market those  products
under their own labels or use those products to make other consumer products. As
a result, our non-branded  marketing efforts do not include media advertising or
other  traditional  branded product  marketing  support.  Rather,  we market our
private label products three primary ways:

         o we compete on the basis of strong historical  supplier  relationships
and  quality  assurance.   Many  sellers  of  private  label  products  maintain
relationships with their historical suppliers. The Minot acquisition provided us
with a longstanding  private label customer base. Because we are able to perform

                                      -8-

<PAGE>


our own bottling operations, we can also provide better quality assurance to our
private label customers and reduce bottling costs by relying less on co-packers;

         o we offer  product  variety  to retail  customers.  Since we work with
retail buyers on an ongoing  basis,  we are able to supply some of their private
label fruit juice needs as well. We believe that the  acquisition of Seneca,  if
completed, will further our ability to provide category management opportunities
to retailers by further expanding our product selection; and

         o we compete on the basis of price.  Many private label juice  products
are low-cost  national  brand name  alternatives  that appeal to  consumers  who
typically buy lower-priced  products. As a result,  private label suppliers must
be low cost providers. We believe we may have a competitive advantage in private
label  markets  over  many of our  competitors  because  we grow most of our own
cranberries. As a result, we typically have a lower cost for our cranberries.

         In addition,  we are  currently  in the process of expanding  our sales
efforts  into  new  sales  channels  such  as  mass  merchandisers,  foodservice
providers  and club stores.  To better  manage this  process,  we have  recently
undergone a divisional  restructuring,  creating  separate  divisions for Minot,
club stores/mass merchandisers,  foodservice and contract packing relations, all
of which report to our non-branded  group president.  We have also added several
personnel,   including  a  Private  Label  Division  President,  a  director  of
foodservice,  and former  employees of Minot with  experience  in private  label
sales. We intend to market our non-branded  products to alternative  channels by
offering low prices and category management opportunities.

         Most of our non-branded  revenues were realized from sales of cranberry
concentrate  in fiscal 1998.  Fiscal 1998 revenues from private label sales were
minimal, largely because we acquired Minot with only two months remaining in the
fiscal  year.  Sales  of other  non-branded  products,  such as  single-strength
cranberry juice and Wildhawk's  products,  did not have a material impact on our
revenues in fiscal 1998. We intend to continue to pursue sales opportunities for
our non-branded  products,  primarily in mass  merchandisers  and club stores as
well as in the foodservice and industrial/ingredient markets, in fiscal 1999.

    Competition

         According to industry data, private label products represented over 19%
of all fruit beverages and over 18% of all cranberry drinks sold in supermarkets
nationally in 1998. As mentioned,  competition  in private label is based mainly
on price.  Also,  the private label markets are  characterized  by  longstanding
relationships  between  retailers  and  private  label  manufacturers,   and  by
retailers  who are  reluctant to approve new  manufacturers  and  vendors.  As a
result,  before we acquired Minot, we were largely  unsuccessful in our attempts
to  compete in private  label.  The  acquisition  of Minot  provided  us with an
established  base of private label  customers,  and we now compete in the market
for private label cranberry juice, sauce and other processed  cranberry products
with a small number of other private label  manufacturers,  including  primarily
Clement  Pappas & Co. and Cliffstar  Corporation.  These and other private label
processors  have  significant  experience  in the private  label fruit juice and
processed  cranberry  products  markets  and  have  established  co-packing  and
bottling  operations and customer  bases.  We may not be successful in competing
against certain major independent processors.

         Private label cranberry products also compete against branded cranberry
products.  Our private  label  products may not be able to compete  successfully
against private label products of other  suppliers,  or the branded  products of
Ocean Spray or others.

         We also compete for the sale of cranberry concentrate,  single-strength
cranberry juice and frozen whole and sliced cranberries to industrial customers,
such as food  processors and  foodservice

                                      -9-

<PAGE>

companies.  Cranberry  concentrate is currently our principal industrial product
in terms of sales volume and potential.  Our  industrial  customer base includes
several  major food  processing  firms.  We believe  our own ability to grow and
internally  process  cranberries  allows us to offer a  reliable  supply of high
quality, competitively priced cranberry products to our industrial customers.

                                  Manufacturing

    Processing and Bottling

         An  important  part of our marsh to market  strategy  is our ability to
process our grown and  purchased  cranberries,  as well as our ability to bottle
our own  branded and  private  label  products.  We utilize  different  types of
facilities at different stages in the processing and bottling of cranberries and
cranberry-based products:

                  o raw  cranberries are brought to our receiving  stations.  We
         own a 150,000 square foot receiving  station and fresh fruit  packaging
         facility  in  Wisconsin  Rapids,  Wisconsin  and a 49,000  square  foot
         receiving station in Massachusetts.  These receiving stations clean and
         sort raw cranberries;

                  o after sorting, the cranberries we sell as fresh fruit during
         the fall are stored in temperature-controlled facilities until they are
         packaged and distributed for sale. Cranberries we use to make our juice
         and other  cranberry  products  are  cleaned,  sorted and stored in our
         65,000 square foot freezer  facility in Wisconsin  Rapids,  our freezer
         facilities in Bridgeton, or independent freezer facilities,  until they
         are sent to one of our processing plants or to one of our co-packers;

                  o we have a 16,000 square foot  processing  plant in Wisconsin
         Rapids and a 10,000 square foot  processing  plant in  Bridgeton,  New
         Jersey. Our Wisconsin Rapids plant processes cranberries into cranberry
         concentrate,  which is used to make Northland  branded  juice,  private
         label  products,  or  is  sold  to  other  manufacturers  of  cranberry
         products.    Our   Bridgeton   plant   processes    cranberries    into
         single-strength juice, used to manufacture private label products.

         The  Bridgeton  plant also  produces  other juice  products such as the
private label apple,  orange,  grape and other fruit juice products which we now
manufacture and sell following the Minot acquisition.

         We  acquired  the  Bridgeton  facilities  when we bought  Minot.  These
facilities are still fairly new to our business  operations,  so we have not yet
taken full advantage of the efficiencies we expect they will provide.  We expect
these new facilities will help reduce our  transportation,  handling and storage
costs by allowing us to ship cranberries grown on our  Massachusetts  properties
to Minot's facilities for processing and storage.  We also anticipate  Northland
brand  production  at the Bridgeton  facility will help reduce our  distribution
costs and lead-times to our customers in the eastern United States.

         While we are now able to perform some of our own  bottling  operations,
we still  maintain  agreements to formulate  and bottle our processed  cranberry
blends with three co-packers in strategic locations around the country.

    Distribution Network

         We have an internal  transportation  department  which  contracts  with
independent  carriers  to  distribute  our bottled  products to various  grocery
stores and retail outlets.  We currently have 11  distribution  centers owned or
under contract,  including a current co-packing  arrangement to utilize Seneca's
distribution center in Eau Claire, Michigan, as well its three processing plants
which  also act as  distribution

                                      -10-

<PAGE>


centers. We believe that our distribution  centers,  combined with the strategic
locations of our current co-packers, lowers our freight and production costs, as
well as allows for timely response to customer demands.

                             Agricultural Operations

         An important  factor in successfully  implementing  our marsh to market
strategy,  and  one  of  the  major  differences  between  us  and  many  of our
competitors,  is our  ability  to grow a  significant  and  reliable  supply  of
cranberries  on our  owned or  leased  properties.  We are the  world's  largest
cranberry grower,  with 25 owned or operated  properties and approximately 2,549
planted  acres in Wisconsin  and  Massachusetts  as of November 25, 1998. In the
fall of 1997 (i.e.,  fiscal 1998),  we harvested a record  417,000  barrels from
2,243  acres.  The large  harvest  was due in part to the  maturation  of hybrid
high-yield  cranberry  vines which we planted in our expansion  program in prior
years.  On our hybrid  acres in 1997,  we  achieved  an  average of 259  barrels
harvested per acre, compared to around 170 barrels on our non-hybrid acreage.

         To supplement our own internal supply of cranberries,  we also contract
with other cranberry  growers in Wisconsin and Oregon to purchase their crop. In
fiscal 1998, we bought  approximately  104,000 barrels of cranberries from other
growers. As of November 25, 1998, we maintain 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 1999.  The ability to harvest our own fruit in both  Wisconsin
and  Massachusetts,  combined  with the  contracted  acreage,  provides  us with
geographical  diversity in our crop and spreads our agricultural risk. We expect
the  quantity of  cranberries  purchased  under these  contracts  to increase in
future  years  as  the  contracted   marsh  acreage  matures  and  becomes  more
productive.  However,  we cannot be certain that these contracts will be renewed
when they expire.

         We have  increased our planted  acreage over time mainly  through marsh
acquisitions  and our own internal  planting  program.  From August 1987 through
November 15, 1998, we added, through acquisitions or leases, a total of 20 marsh
properties.  During this period,  our total planted  acreage has increased 656%,
from 337 acres to 2,549 acres.

         The quality and quantity of  cranberries  produced in any given year is
dependent  upon certain  factors which we have little control over. For example,
extremes in temperature,  rainfall levels, storms and hail, or crop infestations
can all adversely  impact the production in any crop year. While we make efforts
to reduce the  potential  adverse  effects  that these  factors  may have on our
internal crop, our cranberry  production  remains subject to these  agricultural
factors.

         We also have crop  insurance  coverage for all of our marshes  which is
subsidized by the federal  government.  These  policies help insure  against bad
weather and other contingencies which may affect our crop. They generally insure
us for up to 75% of the average crop yield on each marsh over the past 10 years.

                                   Regulation

    Cranberry Products Regulation

         The production,  packaging, labeling, marketing and distribution of our
fresh  cranberries  and  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. We

                                      -11-

<PAGE>


believe we have complied,  and will be able to comply,  in all material respects
with such rules, regulations and laws.

    Environmental and Other Governmental Regulation

         It can be difficult under federal laws for cranberry  growers and other
developers to obtain permits to create new cranberry  marshes in wetlands in the
United States.  To do so, such growers must generally observe a "no net loss" of
wetlands policy. That is, they must show that the proposed  development activity
will  not  result  in a loss of  wetland  acreage,  or  they  must  restore  the
functional  value  of  acreage  they  propose  to  disturb.  Given  this  strict
requirement,  as well as strict  water  quality  legislation  in  Wisconsin  and
Massachusetts,  we believe it is currently  unlikely that we, or other cranberry
growers or  developers  in North  America,  will be able to secure  permits  for
cranberry marsh  development or expansion in wetland  acreage.  However,  we and
other growers or developers may renovate  existing  wetland acreage from time to
time and replant  older  cranberry  vine  varieties  with  higher-yielding  vine
varieties.  Also,  certain  developers  have  begun to create  upland  cranberry
marshes,  which are  marshes  that are not on  wetland  acreage.  We do not know
whether upland  marshes,  if successful,  will increase the available  supply of
cranberries in the future.

         Certain  growers have also begun to plant,  cultivate,  and develop new
cranberry-producing   acreage  in  several   states  and   abroad.   Because  of
environmental regulations, the soil and temperature conditions necessary to grow
cranberries and the long lead-time required for cranberry vines to mature, we do
not expect  these  efforts to  materially  affect the supply of  cranberries  in
fiscal 2000.

         We are currently taking steps to clean up certain  contamination caused
by  underground  storage  tanks at one of our  marshes in  Wisconsin  and one in
Massachusetts.  We have removed the tanks and reported  this to the  appropriate
state  regulatory  agencies.  Our  clean-up  activities  are  subject  to  state
supervision.  Based on  information  available as of August 31, 1998, we believe
most of the costs of such  activities  will be  covered  by state  reimbursement
funds (except in the case of the Massachusetts  property), or claims against the
prior owners of the properties.  We do not expect to incur material  liabilities
as a result of these activities.

         The Wisconsin  Department  of Natural  Resources  approved  regulations
which became  effective  in May 1998 and which  amended  parts of the  Wisconsin
Administrative  Code to make it easier to obtain the DNR's  approval to maintain
existing  cranberry  marshes and to obtain state water quality  certification to
conduct activities in wetlands under 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, we do not expect
the  regulations to materially  affect the supply of cranberries in Wisconsin in
the near term.

         The Cranberry  Marketing  Committee of the United States  Department of
Agriculture has the authority to recommend that the Secretary of the USDA impose
harvest  restrictions on cranberry  growers if the CMC believes there will be an
over-supply  of  cranberries  for the coming crop year. The USDA has not imposed
such  restrictions  since 1971. While we do not anticipate any such restrictions
in the near  future,  we can't be  certain  that such  restrictions  will not be
imposed.

         We don't expect  environmental  or other  governmental  legislation  or
regulation  to have a material  effect on our capital  expenditures,  results of
operations or competitive position, other than as we have described above.

                                      -12-

<PAGE>


                                   Seasonality

         Before fiscal 1997, our business was very seasonal because we sold most
of our crop to cranberry  processors.  Now that we have changed from a cranberry
grower to a consumer  products  company,  we expect to reduce the seasonality of
our business  because we will offer branded and private label  products for sale
throughout  the  entire  year.  We do  expect,  however,  that  our  results  of
operations will continue to fluctuate from quarter to quarter  depending  mainly
upon the level of media  advertising and other  promotional  expenditures in any
given quarter.

                             Materials and Supplies

         We buy bottles, caps, flavorings,  juices and packaging either from our
co-packers  or  independent  third  parties.  We get most of the  materials  and
supplies necessary for growing and cultivating cranberries,  including water and
sand, from our own marshes.  We purchase and expect to continue  purchasing most
of our fertilizer and pesticides from Wildhawk.  We purchase the rest of the raw
materials and supplies, including the materials used to package our fresh fruit,
from various sources.

         If necessary, we believe we would be able to find other sources for raw
materials  and  supplies  without  a  material  delay or  adverse  effect on our
business.

                             Trademarks and Formulae

         We own the Northland and Minot trademarks,  which are registered in the
United States Patent and Trademark Office. The Northland  trademark is important
in the sale of our branded fresh  cranberries and cranberry  juice products.  We
expect it will become more  important  as Northland  brand 100% juice  cranberry
blends continue to grow in market share and distribution.

         If we complete the Seneca  acquisition,  we will also own the TreeSweet
and Awake trademarks.  These trademarks are also registered in the United States
Patent and  Trademark  Office.  Additionally,  we expect to enter into a license
agreement with Seneca in connection with the acquisition  which will allow us to
market and sell Seneca brand juice and concentrate.

         We use proprietary flavor formulations to make our cranberry blends. We
protect the  confidentiality  of these  formulations by requiring  co-packers to
enter into confidentiality agreements with us.

                                    Employees

         As of August 31, 1998, we had 212 full-time  employees,  as compared to
203 as of August 31, 1997. In addition to our full time employees, we hired:

         o approximately  90 seasonal  workers during the 1998 crop  cultivation
season;

         o approximately 264 seasonal workers to harvest our crop; and

         o  approximately  117  seasonal  employees  to  operate  the  cranberry
processing facility in Wisconsin Rapids from September through December 1997.

         We also had 34 full-time  employees in sales and marketing as of August
31, 1998, compared to 20 as of August 31, 1997.

         Seneca's juice division currently has over 350 employees.

                                      -13-

<PAGE>


         We have  entered  into  collective  bargaining  agreements  with unions
representing  the former Minot employees in New Jersey.  Those  agreements cover
about  160  employees  and  expire  on May 14,  2001.  We  believe  our  current
relationships with our employees, both union and non-union, is good.

Item 2.  Properties

         In Wisconsin Rapids, Wisconsin we own three office buildings, including
our corporate headquarters, an office building near our processing plant and the
Northland Conference Center. We also own a 150,000 square foot receiving station
and fresh fruit packaging facility located on 40 acres which we use to clean and
store processed and fresh cranberries. Also in Wisconsin Rapids, we own a 16,000
square  foot  juice  concentrating  facility  which  gives  us the  capacity  to
concentrate over 400,000 barrels of cranberries every year.

         In  Bridgeton,  New Jersey,  we own a dry  warehousing,  receiving  and
shipping  facility;  a  processing  plant;  four  cold  storage  facilities;   a
manufacturing and bottling facility; and an office building.

         We also  own a  49,000  square  foot  receiving  station  located  on a
seven-acre parcel of land adjacent to the Hanson Division bogs in Massachusetts.

         In addition to our  facilities,  we own 22 cranberry  marshes and lease
another three. We have set forth in the following table  information  about each
of our 25 cranberry marshes as of November 25, 1998. We own all of these marshes
in fee simple (or we lease them, in either case as indicated below),  subject to
mortgages (except for the Dandy Creek,  Nantucket and Hills Division Marshes and
one of the two marshes in each of the Associate and Crawford  Creek  Divisions).
All of our marshes have storage buildings and repair shops for machinery, trucks
and harvest and irrigation equipment.  Each also has a house on site or close to
the site which serves as the marsh manager's residence. Many of our marshes also
have  residences  for  assistant  marsh  managers.  We  believe  that all of our
facilities are suitable and adequate for our existing needs.

                                      -14-

<PAGE>
<TABLE>


Marsh Division Name and Location                                            November 25, 1998          Calendar Year
- --------------------------------                                       ---------------------------                  
                                                                         Approximate Approximate          Acquired
                                                                        Marsh Acres Planted Acres        or Leased

<S>                                                                       <C>              <C>           <C>  <C> 
Associates Division (two marshes), Jackson County, Wisconsin.....         4,198            159           1983/1996

Meadow Valley Division, Jackson County, Wisconsin................         2,150             77              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          2,549
                                                                         ======          =====
</TABLE>

Item 3.  Legal Proceedings.

         As of the  date  hereof,  we are not a party to any  legal  proceedings
which,  in our opinion,  would have a material  adverse effect on our results of
operations or financial condition if they were determined unfavorably to us.

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

         We did not submit any matters to a vote of our shareholders  during the
fourth quarter of fiscal 1998.


                                      -15-


<PAGE>


                               Executive Officers

         As of November 25, 1998,  each of our executive  officers is identified
below together with information  about each officer's age, current position with
us and employment history for at least the past five years:

Name                      Age        Current Position

John Swendrowski          50         Chairman of the Board and
                                     Chief Executive Officer

Robert E. Hawk            43         Group President - Non-Branded Divisions

John A. Pazurek           49         Vice President - Finance, Treasurer and
                                     Chief Financial Officer

William J. Haddow         50         Vice President - Purchasing and
                                     Transportation

Steven E. Klus            52         Manufacturing Division President

David J. Lukas            56         Senior Vice President - Administration/
                                     Secretary and Corporate Counsel

Scott Corriveau           40         President - Branded Division

John Stauner              36         Agricultural Operations Division President

John S. Wilson            48         East Coast Division Vice President

         John Swendrowski originally founded Northland in 1987 and has served as
our Chief Executive Officer since that time.

         As part of our recent divisional  restructuring,  in August 1998 Robert
E. Hawk was appointed  Group  President-Non-Branded  Divisions.  Before that, he
served as our Executive  Vice  President  since October 1996;  Vice  President -
Sales,  Marketing and Special  Projects since January 1993; and Vice President -
Operations since January 1989.

         John  Pazurek  is a  certified  public  accountant  who  joined  us  as
Controller  and  Principal  Accounting  Officer in May 1987. In May 1990, he 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.

         Bill Haddow was named Vice President - Purchasing and Transportation in
September   1998.   Before  that,   he  served  as  Vice   President-Purchasing,
Transportation  and Budget since October  1996;  Vice  President-Purchasing  and
Transportation from May 1993; and Assistant Vice President-Purchasing from 1989.

         We named Steve Klus our Manufacturing  Division  President in September
1998. He joined us in April 1996 as the Director of Strategic  Product Planning.
He was appointed Vice  President-Manufacturing  in October 1996. Before that, he
served as  President-Eastern  Division of Seneca Foods  Corporation  in New York
from May 1990.

         Dave Lukas has been with us since  April 1992 when he joined us 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.  In September
1998,  he was promoted to Senior Vice  President-Administration,  Secretary  and
Corporate  Counsel.  Before joining us, he practiced law in Wisconsin Rapids for
over 20 years.


                                      -16-

<PAGE>

         Scott  Corriveau  was  named  our  new  President-Branded  Division  in
November 1998 and will assume his duties with us in December 1998.  Before that,
Mr.  Corriveau held sales and marketing  positions  with Cadbury  Beverages PLC,
based in London,  England,  since 1989.  His  positions  with Cadbury  Beverages
included  Vice  President,  Sales and Customer  Marketing of the Dr.  Pepper/7Up
Premier Beverages Division since 1997 and Vice President,  Customer Marketing of
the Mott's  U.S.A.  Division  since  1995.  Mr.  Corriveau  has over 16 years of
experience in the beverage  industry,  including nearly eight years with Cadbury
Beverages and seven years with Brown Forman Beverage Company.

         John Stauner became our  Agricultural  Division  President in September
1998.  Before  that,  he was our Vice  President-Agricultural  Operations  since
October  1996;  Vice  President-Operations  from May 1995;  and  Assistant  Vice
President of Operations since we were formed in 1987.

         John  Wilson  joined  us 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.  He became our East Coast  Division Vice
President in connection  with our divisional  restructuring  in September  1998.
Before  joining  us, he  served as  Manager-Grower  Services  at Ocean  Spray in
Lakeville, Massachusetts from 1988.

         Our executive  officers 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.


                                      -17-


<PAGE>


                                     PART II

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

         We have  adjusted  all share data  appearing  in the table  below where
necessary to reflect our two-for-one  stock split effected in the form of a 100%
stock dividend on September 3, 1996 on our Class A Common Stock.
<TABLE>

                  Sale Price Range of Class A Common Stock (1)
- --------------------------------------------------------------------------------------------------------------------
                             First Quarter          Second Quarter           Third Quarter        Fourth Quarter

- --------------------------------------------------------------------------------------------------------------------
                                                      Fiscal Year Ended August 31, 1998
<S>                              <C>                     <C>                      <C>                    <C>   
High                             $21.25                  $16.50                   $19.13                 $16.13

Low                              $13.00                  $12.63                   $12.75                  $9.63

                                                      Fiscal Year Ended August 31, 1997
High                             $25.25                  $27.50                   $20.75                 $19.25

Low                              $15.25                  $17.00                    $8.88                 $12.69
- ---------------
</TABLE>

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,  1998,  there  were  approximately  9,200  beneficial
shareholders  for the shares of our Class A Common Stock and three  shareholders
of record  for the  shares of our  Class B Common  Stock.  Shares of our Class A
Common Stock trade on The Nasdaq Stock Market under the symbol CBRYA.  No public
market exists for the shares of our Class B Common Stock.

         See Item 6 for  information on cash dividends paid on our Common Stock.
On November 25, 1998,  the last sale price of shares of our Class A Common Stock
was $12.5625 per share.

Item 6.  Selected Financial Data.

         Pursuant  to  Instruction  G,  we  have  incorporated  the  information
required by this Item by reference from information  under the caption "Selected
Financial Data" in our 1998 Annual Report to Shareholders.

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

         Pursuant  to  Instruction  G,  we  have  incorporated  the  information
required  by  this  Item  by  reference  from  information   under  the  caption
"Management's  Discussion  and Analysis of Results of  Operations  and Financial
Condition" in our Annual Report.


Item 7A. Quantitative and Qualitative Disclosures About Market Risk.

                  This item is not applicable.

                                      -18-

<PAGE>

Item 8.  Financial Statements and Supplementary Data.

         Pursuant  to  Instruction  G, we have  incorporated  by  reference  our
Consolidated  Balance  Sheets as of August 31, 1998 and 1997,  our  Consolidated
Statements of Earnings,  Cash Flows and Shareholders' Equity for the years ended
August 31, 1998, 1997 and 1996,  together with the related Notes to Consolidated
Financial Statements (including  supplementary  financial data) from information
under the captions having substantially the same titles in the Annual Report.

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

                  None.

                                      -19-

<PAGE>


                                    PART III


Item 10. Directors and Executive Officers of the Company.

         Pursuant  to  Instruction  G,  we  have  incorporated  the  information
required by this Item with respect to directors by reference to the  information
set forth under the caption  "Election of  Directors"  in our  definitive  proxy
statement for our 1999 annual meeting of shareholders  filed with the Commission
pursuant to Regulation  14A on November 24, 1998.  The  information  required by
Item 405 of Regulation S-K is also  incorporated by reference to the information
set forth under the caption "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,  we  have  incorporated  the  information
required  by this Item by  reference  to the  information  set  forth  under the
caption "Executive Compensation" in the Proxy Statement.

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

         Pursuant  to  Instruction  G,  we  have  incorporated  the  information
required  by this Item by  reference  to the  information  set  forth  under the
caption "Stock Ownership of Management and Others" in the Proxy Statement.

Item 13. Certain Relationships and Related Transactions.

         None.

                                      -20-

<PAGE>


                                     PART IV


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

         (a) We have filed the following documents as part of this Form 10-K:

         1. Financial Statements

         Consolidated Balance Sheets as of August 31, 1998 and 1997

         Consolidated  Statements  of  Earnings,  Cash  Flows and  Shareholders'
         Equity for the fiscal years ended August 31, 1998, 1997 and 1996

         Notes to Consolidated Financial Statements

         Independent Auditors' Report


         We have omitted  other  schedules  because they are not required or not
applicable, or the information required to be shown is included in our 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)   We  filed  the  following  Current  Reports  on Form 8-K with the
               Securities and Exchange  Commission  during the fourth quarter of
               fiscal 1998 and the first quarter of fiscal 1999 through the date
               of this Form 10-K:

        DATE FILED        DATE OF REPORT                   ITEM
    September 14, 1998     July 1, 1998      Item 7 - Financial Statements
                                             related to the Acquisition of Minot
                                             Food Packers, Inc.

    July 15, 1998          July 1, 1998      Item 2 - Acquisition of Minot Food
                                             Packers, Inc.

- -------------------

*        We will  furnish  to  shareholders  the  Exhibits  to this  Form  10-K,
         including  long-term  debt  instruments  disclosed  in Exhibit  4.5, on
         request and 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.

                                      -21-
<PAGE>


         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 25, 1998                          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 25, 1998 below by the following
persons on behalf of the Company and in the capacities indicated.


By:/s/ John Swendrowki                            By:/s/ John C. Seramur
John Swendrowski                                  John C. Seramur
Chairman of the Board,                            Director
Chief Executive Officer and Director


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



By:/s/ Jeffrey J. Jones                           By:/s/ Robert E. Hawk
Jeffrey J. Jones                                  Robert E. Hawk
Director                                          Group President - Non-Branded 
                                                  Divisions and Director


By:/s/ Patrick F. Brennan                         By:/s/ Jerold D. Kaminski
Patrick F. Brennan                                Jerold D. Kaminski
Director                                          Director



By:/s/ Pat Richter
Pat Richter
Director

                                      -22-


<PAGE>


                                  EXHIBIT INDEX


EXHIBIT NO.                                DESCRIPTION

 2          Asset Purchase Agreement, dated as of July 1, 1998, by and among the
            Company,   Minot  Food   Packers,   Inc.  and  Michael  A.  Morello.
            [Incorporated   by  reference  to  Exhibit  2.0  to  the   Company's
            Registration Statement on Form S-3 (Reg. No. 333-53173).]

 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, 1998.

 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.  [Incorporated
            by  reference  to  Exhibit  4.5 to the  Company's  Form 10-K for the
            fiscal year ended August 31, 1997.]

 4.6        First Amendment to Amended and Restated Credit  Agreement,  dated as
            of  September  30,  1998,  between the  Company  and Harris  Trust &
            Savings Bank.

 4.7        Second  Amendment  to Amended  and  Restated  Credit  Agreement  and
            Amendment to Revolving  Credit Note,  dated as of November 20, 1998,
            between the Company and Harris Trust & Savings Bank.

 4.8        Revolving  Credit  Note,  dated  October 3, 1997,  by the Company in
            favor of Harris Trust & Savings Bank.  [Incorporated by reference to
            Exhibit  4.6 to the  Company's  Form 10-K for the fiscal  year ended
            August 31, 1997.]

                                      -23-
<PAGE>
EXHIBIT NO.                          DESCRIPTION

 4.9        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.]
 
 4.10       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.]

 4.11       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.]
 
 4.12       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.]
 
 4.13       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  4.13,  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.]


                                      -24-

<PAGE>

EXHIBIT NO.                              DESCRIPTION

*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.  [Incorporated  by reference to
            Exhibit  10.6 to the  Company's  Form 10-K for the fiscal year ended
            August 31, 1997.]

*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.]

*10.12      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. 1998 Incentive Bonus Plan. [Incorporated
            by reference  to Exhibit  10.14 to the  Company's  Form 10-K for the
            fiscal year ended August 31, 1997.]

*10.14      Northland Cranberries, Inc. 1999 Incentive Bonus Plan.

 13         Portions  of  the  1998  Annual  Report  to  Shareholders  expressly
            incorporated by reference into this Form 10-K.

 21         Subsidiaries of the Company.

 23         Consent of Deloitte & Touche LLP.

 27         Financial Data Schedule.

 99         Definitive  Proxy Statement for the Company's 1999 annual meeting of
            shareholders  scheduled  to he held on  January  6, 1999  previously
            filed with the Commission  under Regulation 14A on November 24, 1998
            and

                                      -25-
<PAGE>

EXHIBIT NO.                              DESCRIPTION

            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, 1998,  the By-Laws of the Company were amended by changing the
last sentence of Section 3.01 to read as follows:

         "The board of directors of the corporation shall consist of that number
of  directors as  determined  from time to time by the board of  directors,  but
shall in no event exceed ten."

                                   =============================================
                                              Amended Effective October 21, 1998
                                   =============================================













                                     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.

                                       1

<PAGE>

         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

                                       2

<PAGE>


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

                                       3

<PAGE>

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

                                       4

<PAGE>

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

                                       5

<PAGE>


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 board of
directors  of the  corporation  shall  consist of that  number of  directors  as
determined  from time to time by the board of  directors,  but shall in no event
exceed ten.

            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

                                       6

<PAGE>

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

                                       7

<PAGE>


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

                                       8

<PAGE>

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 

                                       9

<PAGE>


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.

                                       10
<PAGE>


         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

                                       11

<PAGE>

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

                                       12
<PAGE>


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 

                                       14

<PAGE>


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.

                                       14

<PAGE>

                       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

                                       15

<PAGE>

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.

                                       16

<PAGE>

         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.

                                       17
<PAGE>

                          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 

                                       18

<PAGE>

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

                                       19

<PAGE>

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.

                                       20

<PAGE>


         (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.

                                       21

<PAGE>

         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 

                                       22

<PAGE>

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 

                                       23

<PAGE>

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.


                                       24





                           NORTHLAND CRANBERRIES, INC.
                               FIRST AMENDMENT TO
                      AMENDED AND RESTATED CREDIT AGREEMENT


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

Ladies and Gentlemen:

      Reference  is hereby  made to that  certain  Amended and  Restated  Credit
Agreement  dated  as of  October  3,  1997  (the  "Credit  Agreement"),  between
Northland  Cranberries,  Inc., a Wisconsin corporation (the "Company"),  and you
(the "Bank").  All capitalized  terms used herein without  definition shall have
the same meanings herein as such terms have in the Credit  Agreement.  Reference
is also made to that  certain  letter  dated as of May 20, 1998 from the Bank to
the Company (and consented and agreed to by the Participants)  pursuant to which
the Bank and the  Participants  consented  to the  formation  of a  wholly-owned
Subsidiary  of the Company to acquire  substantially  all of the assets of Minot
Food Packers,  Inc. on the terms and  conditions set forth therein (such letter,
as the same has been amended, being referred to as the "Consent Letter").

      In connection with the Consent Letter,  the Company has requested that the
Bank make certain  amendments to the Credit Agreement and the Bank is willing to
do so under the terms and conditions set forth in this agreement  (herein,  this
"Amendment").  Upon the  effectiveness  of this Amendment,  this Amendment shall
constitute the New Amendment referred to in the Consent Letter.


<PAGE>


1.    AMENDMENTS TO CREDIT AGREEMENT.

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

      (a) The  definition  of the term "Senior  Funded Debt Ratio"  appearing in
Section 9 of the Credit  Agreement  shall be amended in its  entirety to read as
follows:

            ""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).  For
            purposes of this  definition,  the  "Company's  Funded Debt" and the
            "Company's  EBITDA"  shall,  as  of  any  time  the  same  is  to be
            determined,  include  (without  duplication) the Funded Debt at such
            time and EBITDA for the four fiscal  quarters most  recently  ended,
            respectively,  of any Person  acquired by the Company in  accordance
            with the terms of this  Agreement  at any time during the  Company's
            most recently ended four fiscal quarter period."

      (b) Section 9 of the Credit  Agreement  shall be amended by inserting  the
following new definition in the appropriate alphabetical order:

            ""Material   Subsidiary"  means  Minot  Food  Packers,
            Inc., a New Jersey corporation ("Minot")."

      (c) Section 7 of the Credit Agreement shall be amended and restated in its
entirety to read as follows:

                                      -2-

<PAGE>


            "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, and
            will cause each Material Subsidiary to, 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 or any Material
            Subsidiary from  discontinuing  the operation and maintenance of any
            of its  Properties  if  such  discontinuance  is,  in its  judgment,
            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,  and will cause each
            Material  Subsidiary  to, duly pay and discharge  all taxes,  rates,
            assessments,  fees and  governmental  charges  upon or  against  the
            Company,  such  Material  Subsidiary  or  against  their  respective
            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, and
            will cause each Material  Subsidiary  to,  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 it
            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

                                      -3-

<PAGE>

            and other material related thereto maintained by the Company and the
            Material Subsidiaries from time to time.

                  Section 7.4.  Financial  Reports.  The Company will,  and will
            cause each Material  Subsidiary  to,  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 and its Material Subsidiaries
            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

                                      -4-

<PAGE>


            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,  and shall cause
            each Material Subsidiary to, 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  and each  Material  Subsidiary,  to examine and make
            copies of the books of accounts and other  financial  records of the
            Company and each  Material  Subsidiary,  and to discuss the affairs,
            finances  and accounts of the Company and each  Material  Subsidiary
            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  and  such  Material
            Subsidiary, as the case

                                      -5-

<PAGE>


            may be. 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,
            and will not permit any Material  Subsidiary to, 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, and will not permit any Material  Subsidiary to, 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,  or such
            Material  Subsidiary's,  business and upon fair and reasonable terms
            no less favorable to the Company, or such Material Subsidiary as the
            case may be,  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;

                                      -6-

<PAGE>


                  (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 Net  Income of the
            Company and the Material  Subsidiaries 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, nor will it permit
            any Material  Subsidiary to, pledge,  mortgage or otherwise encumber
            or subject to or permit to exist upon or be  subjected  to any lien,
            charge or

                                     -7-

<PAGE>


            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 or such Material  Subsidiary,  as the case
            may be, 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 or any  Material
            Subsidiary 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 or
            any Material Subsidiary 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;

                                      -8-

<PAGE>

                  (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 or any Material Subsidiary;

                  (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 or any
            Material Subsidiary;

                  (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.

                                      -9-

<PAGE>

                  Section 7.13. Borrowings and Guaranties. The Company will not,
            nor will it permit any Material Subsidiary to, 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 or any
            Material  Subsidiary  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  and  any  Material
            Subsidiary's guarantee of such indebtedness;

                  (b) the  liability of the Company or any  Material  Subsidiary
            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;

                  (f)   indebtedness   of   Minot   owing  to  the
            Company; and

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


                                      -10-

<PAGE>

                  Section 7.14.  Investments,  Loans, Advances and Acquisitions.
            The Company will not, nor will it permit any Material Subsidiary to,
            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 or a Material Subsidiary'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  by  the  Company,
            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 

                                      -11-

<PAGE>


            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;

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

                  (j) the Company's investment in Minot.

                  Section 7.15. Sale of Property. The Company will not, nor will
            it permit any Material Subsidiary to, 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 and the Material Subsidiaries taken as a whole.


                                      -12-

<PAGE>

                  Section 7.16. Distributions. The Company will not, nor will it
            permit any  Material  Subsidiary  to,  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,  and shall cause each Material  Subsidiary to, as
            soon as possible,  and in any event within five  Business Days after
            the Company or such Material Subsdiary 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
            or any Material  Subsidiary 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 or any Material Subsidiary and (c)
            the occurrence of any Default or Event of Default hereunder.


                                      -13-

<PAGE>

                  Section 7.18.  ERISA.  The Company  will,  and will cause each
            Material  Subsidiary to,  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.  Neither  the
            Company nor any Material  Subsidiary will 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, nor will it permit any  Material  Subsidiary
            to,  directly  or  indirectly,  create or acquire  any
            Subsidiaries  without  prior  approval  of  the  Bank,
            except for the Ireland operation.

                  Section 7.21.     Intentionally Omitted.

                                      -14-

<PAGE>

                  Section 7.22. Capital Expenditures.  The Company will not, nor
            will  it  permit  any  Material  Subsidiary  to,  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."

2.    CONDITIONS PRECEDENT.

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

            (a) The Company and the Bank shall have executed and delivered  this
      Amendment and the  Participants  shall have consented to this Amendment in
      the space provided for that purpose below.

            (b) Minot Food  Packers,  Inc.  ("Minot")  shall have  executed  and
      delivered to the Bank a Guaranty of the  Company's  obligations  under the
      Credit   Agreement   which   Guaranty  shall  be  in  form  and  substance
      satisfactory to the Bank.

            (c) The Bank shall have received copies  (executed or certified,  as
      may be  appropriate)  of all  legal  documents  or  proceedings  taken  in
      connection with the execution and delivery of this Amendment and the other
      instruments  and documents  contemplated  hereby to the extent the Bank or
      its counsel may reasonably request,  including without limitation,  copies
      of  resolutions  adopted by the board of directors of Minot  (certified by
      the secretary or assistant  secretary of Minot)  authorizing the execution
      and delivery of its Guaranty.

            (d) Legal  matters  incident to the  execution  and delivery of this
      Amendment  and the other  instruments  and documents  contemplated  hereby
      shall be  satisfactory to the Bank and its counsel and the Bank shall have
      
                                      -15-

<PAGE>


      received the  favorable  written  opinion of counsel for Minot in form and
      substance satisfactory to the Bank.

3.    EXISTING DEFAULT AND WAIVER.

      The Company  acknowledges  that it is in default of its obligations  under
Section  7.22 of the Credit  Agreement  by reason of its  exceeding  the maximum
permitted amount of capital  expenditures for its fiscal year ending on or about
August  31,  1998  (the  "Existing  Default").  Upon the  effectiveness  of this
Amendment as set forth in Section 2 hereof,  the Bank hereby waives the Existing
Default.  The foregoing waiver is limited to the matter  specifically  described
herein.

4.    REPRESENTATIONS.

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

5.    MISCELLANEOUS.

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

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

                                      -16-

<PAGE>


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



                            [Signature Pages Follow]

                                      -17-

<PAGE>



      Dated as of this 30th day of September, 1998.

                                       NORTHLAND CRANBERRIES, INC.



                                       By
                                          Its

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

                                       HARRIS TRUST AND SAVINGS BANK



                                       By
                                          Its Vice President

                                      -18-

<PAGE>



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

                                       MERCANTILE BANK NATIONAL ASSOCIATION



                                       By
                                          Its


                                       NORWEST BANK MINNESOTA, NATIONAL
                                       ASSOCIATION



                                       By
                                          Its


                                       FIRSTAR BANK MILWAUKEE, N.A.



                                       By
                                          Its


                                       BANK OF AMERICA NATIONAL TRUST AND
                                       SAVINGS ASSOCIATION



                                       By
                                          Its


                                      -19-






                           NORTHLAND CRANBERRIES, INC.
   SECOND AMENDMENT TO AMENDED AND RESTATED CREDIT AGREEMENT AND AMENDMENT TO
                              REVOLVING CREDIT NOTE



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

Ladies and Gentlemen:

      Reference  is hereby  made to that  certain  Amended and  Restated  Credit
Agreement  dated as of October 3, 1997 as  previously  amended and  currently in
effect  (the  "Credit  Agreement"),   between  Northland  Cranberries,  Inc.,  a
Wisconsin  corporation  (the "Company"),  and you (the "Bank").  All capitalized
terms used herein without definition shall have the same meanings herein as such
terms have in the Credit Agreement.

      The  Company  has  requested  that the Bank  increase  the  amount  of the
Revolving  Credit  Commitment  from  $75,000,000 to $95,000,000 and make certain
other  amendments to the Credit Agreement and the Bank is willing to do so under
the terms and conditions set forth in this agreement (herein, this "Amendment").

1.    AMENDMENTS TO CREDIT AGREEMENT.

      Upon the  satisfaction of the conditions  precedent set forth in Section 3
of this Amendment,  the Credit  Agreement shall be and hereby is further amended
as follows:

      (a) Section  1.1(a) of the Credit  Agreement  shall be amended by striking
the amount "$75,000,000"  appearing therein and substituting therefor the amount
"$95,000,000".

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

            "Section  7.16.  Distributions.  The Company  will not,  nor will it
            permit any  Material  Subsidiary  to,  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)  declare  and pay  dividends  in an amount  not to
           

<PAGE>


            exceed $0.04 per share with respect to the Company's earnings during
            each fiscal quarter of the Company's  fiscal years ending August 31,
            1997 and August 31, 1998 and during the first fiscal  quarter of the
            Company's 1999 fiscal year (it being  understood  that such dividend
            may be  declared  and  paid  in the  second  fiscal  quarter  of the
            Company's 1999 fiscal year), and (iii) during each fiscal quarter of
            the  Company  ending  after  November  30,  1998,  declare  and  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."

      (c) Exhibit A to the Credit  Agreement and the Revolving Credit Note shall
each be amended by (i) replacing the amount "$75,000,000" appearing in the upper
left corner thereof with the amount  "$95,000,000" and (ii) replacing the phrase
"Seventy-Five  Million Dollars  ($75,000,000)"  appearing in the first paragraph
thereof with the phrase "Ninety-Five Million Dollars ($95,000,000)".

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

            "This Note has been  amended by a Second  Amendment  to Amended  and
            Restated  Credit  Agreement and  Amendment to Revolving  Credit Note
            dated as of  November  20,  1998  between  the Company and the Bank,
            including  a  change  in  the  principal  amount  hereof,  to  which
            Amendment  reference  is hereby  made for a  statement  of the terms
            thereof."

2.    SENECA JUICE ACQUISITION AND WAIVER.

      The Company has informed the Bank that it intends to acquire substantially
all of the assets of the juice  division  of Seneca  Foods  Corporation  and has
requested that the Bank consent to such acquisition.  Section 7.22 of the Credit
Agreement  prohibits the Company from expending more than $6,000,000 for capital
expenditures  in any fiscal year.  Upon the  execution of this  Agreement by the
Bank,  the  Participants  and the Company in the space provided for that purpose
below,   the  Bank  hereby  (i)  consents  to  the  Company's   acquisition   of
substantially  all  of  the  assets  of  the  juice  division  of  Seneca  Foods
Corporation for approximately  $35,000,000 (the  "Acquisition") with the Company
financing the Acquisition  with the proceeds of Revolving  Credit Loans and with
the  Acquisition  otherwise  occurring  on terms  and  conditions  substantially
identical to those heretofore disclosed to the Bank and (ii) waives Section 7.22
to the extent necessary to permit the Acquisition.

3.    CONDITIONS PRECEDENT.

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

                                      -2-

<PAGE>

            (a) The Company and the Bank shall have executed and delivered  this
      Amendment and the  Participants  shall have consented to this Amendment in
      the space provided for that purpose below.

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

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

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

            (c) Minot Food  Packers,  Inc.  ("Minot")  shall have  executed  and
      delivered to the Bank a Security  Agreement Re:  Inventory,  Farm Products
      and Receivables in form and substance satisfactory to the Bank, along with
      such Uniform Commercial Code financing statements as the Bank may require.

            (d) The Bank shall have received copies  (executed or certified,  as
      may be  appropriate)  of all  legal  documents  or  proceedings  taken  in
      connection with the execution and delivery of this Amendment and the other
      instruments  and documents  contemplated  hereby to the extent the Bank or
      its counsel may reasonably request,  including without limitation,  copies
      of  resolutions  adopted by the board of  directors  of the Company and of
      Minot  (certified  by the  secretary or  assistant  secretary of each such
      corporation) authorizing the execution and delivery of the instruments and
      documents contemplated hereby.

            (e) 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 and
      Minot in form and substance satisfactory to the Bank.

            (f) The  Participants and the Bank shall have executed and delivered
      a First Amendment to Second Amended and Restated  Participation  Agreement
      and the Company shall have consented thereto.

      In the event that all of the foregoing conditions are satisfied except for
condition  (b)(i) with respect to Collateral  Documents  creating  liens on real
property and condition (b)(ii),  then in that event, this Amendment shall become
effective but the Company shall, not later than

                                      -3-
<PAGE>

January 29, 1999,  provide to the Bank the  supplements to Collateral  Documents
creating  liens on real  property and the  endorsements  which will satisfy such
conditions.

4.    REPRESENTATIONS.

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

5.    MISCELLANEOUS.

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

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

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



                            [Signature Pages Follow]

                                      -4-

<PAGE>



      Dated as of this 20th day of November, 1998.

                                       NORTHLAND CRANBERRIES, INC.



                                       By
                                          Its

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

                                       HARRIS TRUST AND SAVINGS BANK



                                       By
                                         Its Vice President

                                      -5-

<PAGE>



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

                                       MERCANTILE BANK NATIONAL ASSOCIATION



                                       By
                                          Its


                                       NORWEST BANK MINNESOTA, NATIONAL
                                       ASSOCIATION



                                       By
                                          Its


                                       FIRSTAR BANK MILWAUKEE, N.A.



                                       By
                                          Its


                                       BANK OF AMERICA NATIONAL TRUST AND
                                       SAVINGS ASSOCIATION



                                       By
                                          Its


                                     -6-




                           NORTHLAND CRANBERRIES, INC.
                            1999 INCENTIVE BONUS PLAN

         1.  PURPOSE.  The  purpose  of the  Northland  Cranberries,  Inc.  1999
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,  1999 (the "1999  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 1999 Fiscal
Year ("Cash Bonus Award") based on a calculated  percentage ("Bonus Percentage")
of such  Participant's base salary earned during the 1999 Fiscal Year (excluding
benefits and bonuses).  

                                      -1-

<PAGE>


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
1999 Fiscal Year,  bears to the "Target  Earnings" for the 1999 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 1999 Fiscal Year
shall be Net Income Per Common Share of $0.77.


         5. PAYMENT OF CASH BONUSES.  The Cash Bonus Awards, if any,  determined
under Section 4 for the 1999 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, 1999.

         6. NET INCOME PER COMMON SHARE. For purposes of the Plan, the Company's
"Net  Income Per Common  Share" for the 1999  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 1999 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 1999 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, 1999, 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 transferred 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 

                                      -2-

<PAGE>

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  24, 1998 and the Plan shall apply to and cover the  Company's
1999 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.

                                      -3-

<PAGE>


                           NORTHLAND CRANBERRIES, INC.
                            1999 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    0 to 10%  
                   enhancement Of Company's long-term                          
                   outlook
                                                          -------------------

                                          Maximum Bonus  70% of Base Salary
- --------------------------------------------------------------------------------
        VI         Company's Net Income Per Common
                   Share Equals--
                      90% of 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
                                                          
- --------------------------------------------------------------------------------


                                      -4-

<PAGE>


- --------------------------------------------------------------------------------
   BONUS LEVEL                    CRITERIA                    BONUS PERCENTAGE

                                                                  Sum of:
- --------------------------------------------------------------------------------
        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 arnings      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
- --------------------------------------------------------------------------------

                                      -5-

<PAGE>

- --------------------------------------------------------------------------------
   BONUS LEVEL                    CRITERIA                    BONUS PERCENTAGE

                                                                  Sum of:
- --------------------------------------------------------------------------------
        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


- --------------------------------------------------------------------------------

                                      -6-


<TABLE>

Selected Financial Data
<CAPTION>

- ------------------------------------------------------------------------------------------------------------------------------------


                                                                (Dollars in thousands, except per share data)
                                         ----------------------------------------------------------------------------------------
                                                                                          Five Months                            
                                                 Year Ended August 31                       Ended     Fiscal Years Ended March 31(1)
Statement of Operations Data:                                                             August 31,              
                                              -------------------------                               ------------------------------
                                                1998           1997             1996         1995(1)          1995          1994
- ---------------------------------------- --------------- ---------------- ---------------- ------------- -------------- ------------
<S>                                      <C>             <C>             <C>            <C>             <C>            <C>        
Revenues                                 $   112,828     $    47,375     $    37,608    $       891     $    21,784    $    18,051
Cost of sales                                 62,475          23,171          16,517          1,401          13,057          8,751
- ---------------------------------------- --------------- --------------- -------------- --------------- -------------- -------------
Gross profit (loss)                           50,353          24,204          21,091           (510)          8,727          9,300
Costs and expenses:
     Selling, general and administrative      38,752          15,963           7,020          1,908           2,440          2,046
     Interest                                  6,826           4,493           2,657          1,919           3,654          2,394
- ---------------------------------------- --------------- --------------- -------------- --------------- -------------- -------------
Total costs and expenses                      45,578          20,456           9,677          3,827           6,094          4,440
- ---------------------------------------- --------------- --------------- -------------- --------------- -------------- -------------
Income (loss) before income taxes
     and change in accounting method           4,775           3,748          11,414         (4,337)          2,633          4,860
Income taxes                                   1,920           1,516           4,509         (1,689)          1,051          1,917
Change in accounting method                       --              --              --          1,249              --             --
- ---------------------------------------- --------------- --------------- -------------- --------------- -------------- -------------
     Net income (loss)                   $     2,855     $     2,232     $     6,905    $    (1,399)    $     1,582    $     2,943
- ---------------------------------------- --------------- --------------- -------------- --------------- -------------- -------------

Weighted average shares

     outstanding(3) - diluted            15,266,162       14,308,845     13,927,820       9,393,656       8,890,850      8,834,774
Per share data:(3)
     Net income (loss) - diluted         $     0.19      $     0.16      $     0.50     $    (0.15)     $     0.18     $     0.33
     Cash dividends:(2)
         Class A common                  $     0.16      $     0.16      $     0.145    $     0.06      $     0.14     $     0.175
         Class B common                  $     0.145     $     0.145     $     0.132    $     0.055     $     0.127    $     0.159
- ---------------------------------------- --------------- --------------- -------------- --------------- -------------- -------------

- ---------------------------------------- ------------------------------- -------------- ----------- -- -------------- --------------

                                                                 August 31                                      March 31(1)
                                         ---------------------------------------------------------- -- -----------------------------
Balance Sheet Data:                           1998            1997           1996          1995            1995            1994
- ---------------------------------------- ---------------- -------------- -------------- ----------- -- -------------- --------------

Current assets                           $   71,298        $ 39,691        $ 18,617     $   11,740      $    6,746     $     5,598
Current liabilities                          21,811          11,545          12,067         10,583          10,169           4,485
Total assets                                250,872         180,932         145,485        121,745         107,745          83,074
Long-term debt                               64,276          83,131          56,978         45,538          55,793          38,945
Shareholders' equity                        153,870          76,811          69,059         59,113          34,627          33,125
- ---------------------------------------- ---------------- -------------- -------------- ----------- -- -------------- --------------
</TABLE>

(1)      We changed  our fiscal  year end from March 31 to August 31,  beginning
         after a five-month  interim  transitional  period  ending on August 31,
         1995.

(2)      In August 1993, we changed our 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 our  September  3,
         1996  stock  split.  See  Note 2 of  Notes  to  Consolidated  Financial
         Statements.




<PAGE>


MANAGEMENT'S DISCUSSION AND ANALYSIS
of Results of Operations and Financial Condition
- --------------------------------------------------------------------------------


Results of Operations

General

         We started our marsh to market vertical integration strategy in 1993 by
selling our Northland  brand fresh  cranberries to  supermarkets;  and in fiscal
1996, we started  manufacturing  and  distributing  our own Northland brand 100%
Juice Cranberry  Blends.  We introduced our Northland brand 100% Juice Cranberry
Blends into  selected  Midwestern  markets and by the end of fiscal 1997, we had
achieved national  supermarket  distribution for our product line. This strategy
has changed us from being strictly a cranberry  grower who basically sold all of
our  harvested raw  cranberries  once every year,  into a grower,  processor and
marketer  of a broad  variety  of  cranberry  juice  products,  other  cranberry
products and non-cranberry juices and drinks.

         Sales of our Northland  100% juice  cranberry  blends began  increasing
substantially  in  fiscal  1998.  We think  this was  mostly  the  result of our
marketing  and  promotional  campaign and our increased  shelf  presence in more
supermarkets  nationwide.  By the end of fiscal 1998,  our Northland  100% juice
cranberry  blends  were on the  shelves  of  approximately  84% of  supermarkets
nationwide,  compared to about 60% at the end of fiscal 1997.  The growth of our
brand during fiscal 1998, coupled with intense price competition for our sale of
cranberry  concentrate and other industrial cranberry products,  resulted in the
majority of our revenues  during fiscal 1998 being  generated from branded juice
sales.  In order to better  balance our product mix between  branded and private
label sales,  on July 1, 1998, we acquired Minot Food Packers,  Inc.  Located in
Bridgeton, New Jersey, Minot produces,  markets, sells and distributes primarily
private label cranberry  products,  including cranberry sauce, as well as a wide
variety of non-cranberry private label products.  For its fiscal year ended June
30, 1997,  Minot reported sales of  approximately  $41 million.  The acquisition
should also reduce the adverse impact on our results of operations which we have
experienced  from  difficult  market   conditions  for  the  sale  of  cranberry
concentrate and other industrial cranberry products.

         During the first  quarter of fiscal 1999,  we entered into an agreement
with Seneca Foods  Corporation  to purchase most of the assets of Seneca's juice
division for between $30 to $35 million,  dependent upon the division's level of
working  capital at closing.  Although  the proposed  acquisition  is subject to
various conditions, if completed, we will buy Seneca's TreeSweet and Awake brand
names, as well as three processing plants, a distribution center and a receiving
station.  We will also  purchase  the right to sell  Seneca  brand  fruit  juice
beverages.  For its year ended  March 31,  1998,  net  revenues  from the Seneca
beverage lines we plan to buy totaled  approximately $105 million. If completed,
we believe this acquisition  will give us a presence in the  shelf-stable  apple
and grape  juice  segments  and will allow us to enter the retail  frozen  juice
concentrate category. We also expect the Seneca acquisition to make our bottling
and  distribution  network more  efficient and to further our ability to perform
co-packing operations for other bottled beverage producers.

         As is customary in our  industry,  we have spent and expect to continue
to spend  substantial  amounts on marketing  and  promotion in order to make our
products  available  in

<PAGE>


more  supermarkets,  increase our market share and build brand name  recognition
for our Northland brand 100% juice cranberry blend products.  In fiscal 1997 and
1998, these expenses totaled about $9.0 million and $26.7 million, respectively.
We expect to spend more in fiscal 1999 on marketing and promotion than in fiscal
1998.  We believe in taking a long-term  aggressive  approach to building  brand
name equity for our Northland brand  products.  This means that we may decide to
spend even more money this coming year than  currently  anticipated to build our
brand name awareness,  add qualified personnel to grow our company and integrate
our  new  acquisitions  if  we  believe  such  increased  spending  levels  will
ultimately benefit our product sales and  profitability.  These increased levels
of  spending  will  likely  adversely  affect,  and may  result  in  substantial
volatility for, our quarterly earnings.  Moreover, the Minot acquisition and the
potential  Seneca  acquisition  will likely also result in  difficulties,  added
costs and delays in integrating,  transitioning and managing these acquisitions.
Also,  we may not fully realize  expected  synergies and cost savings from these
acquisitions in fiscal 1999.  These costs and  difficulties  may also reduce our
reported  quarterly  earnings  during  fiscal  1999.  For  these  reasons,   the
predictability of our quarterly  earnings in fiscal 1999 will be difficult,  and
comparisons  with  prior  comparative  quarters,  may  not  be  meaningful.  See
"Quarterly Results."

         With the exception of our  accounting and  distribution/order  tracking
functions,  our  operations  are not  heavily  dependent  on  internal  computer
software or embedded systems. Our internal accounting and distribution  hardware
and  software  system was  replaced  in fiscal  1997 at a cost of  approximately
$350,000.  That  system has been fully  tested and we believe it to be Year 2000
compliant in all material respects.  We have spent approximately $40,000 to date
in implementing and testing that same system at the Minot facilities, and expect
that  process  to  be  completed  in  early  1999  without  additional  material
expenditures.  If we complete  the Seneca  acquisition,  we will  implement  our
accounting and distribution hardware and software system at Seneca's facilities.
We are in the  process of  ascertaining  the costs of such  implementation,  and
currently anticipate those costs will be approximately $250,000.

         We do not rely heavily on third party vendors whose potential Year 2000
noncompliance would have a material adverse effect on our results of operations.
As a result, we are not conducting  compliance audits of third party vendors for
Year 2000  readiness.  While we currently  use  co-packers  to perform  bottling
operations,  we believe their potential  failure to be Year 2000 compliant would
not be material to our operations  because of  availability of other vendors who
can  perform  similar  functions,  as well as our  ability  to  perform  our own
bottling  operations  using Minot  facilities and, if the Seneca  acquisition is
completed,  Seneca facilities.  We also rely on third party vendors to supply us
with plastic bottles, caps and cartons. Failure of these vendors to be Year 2000
compliant could result in temporary decreases in inventory until new vendors are
located. However, we do not believe this would have a material adverse effect on
our results of operations.

Fiscal 1998 Compared to Fiscal 1997

         Revenues.  Our total  revenues for fiscal 1998 increased 138% to $112.8
million  from $47.4  million  during  fiscal  1997.  Our  increased  fiscal 1998
revenues were due to  substantially


<PAGE>


increased sales of our Northland  brand 100% juice  products.  Industry data for
the 12-week period ended  September 13, 1998 indicated that our Northland  juice
products were available in approximately 84% of the nation's 30,000 supermarkets
and held an 11.9%  national  market share of  supermarket  bottled  shelf-stable
cranberry  beverage  dollar  sales,  up from 5.8% for the 12-week  period  ended
September 14, 1997. In response to trade  promotion and marketing  support,  our
market  share  reached as high as 14.2% for the 12-week  period  ended March 29,
1998.  We believe our increased  branded juice sales and increased  market share
over  the  last  year  were  primarily  due to our  aggressive  branded  product
marketing campaign. As anticipated, as a result of the Minot acquisition, during
the last two  months  of  fiscal  1998,  our  sales of  private  label  products
increased as we were able to continue Minot's  historical level of private label
product  sales.  Closing  the  Seneca  acquisition  should  also  result  in our
recognizing  substantial  additional revenue in fiscal 1999. During fiscal 1998,
we continued to  experience  intense  price  competition  in our efforts to sell
concentrate  and bulk frozen fruit.  As a result,  sales of these  products were
substantially below our initially budgeted expectations.  We expect this intense
price competition to continue in fiscal 1999.

         Cost of Sales.  Our cost of sales  for  fiscal  1998 was $62.5  million
compared to $23.2 million in fiscal 1997, with gross margins of 44.6% and 51.1%.
The decrease in our gross margin for fiscal 1998 was  primarily due to our heavy
branded  sales  product mix during  fiscal  1998.  Our 1997  revenues  were more
heavily  weighted  toward  higher  margin fresh fruit and  concentrate  sales at
substantially  higher pricing levels. We expect our gross margins to continue to
decrease  in fiscal  1999 as a result of our  increased  sales of private  label
products.  It is also likely that our sales of Seneca's  products in fiscal 1999
will further reduce margins.

         Selling,  General and Administrative Expenses. Our selling, general and
administrative  expenses were $38.8  million,  or 34.3%,  of total  revenues for
fiscal 1998, compared to $16.0 million,  or 33.7% of total revenues,  during the
prior  fiscal  year.  This  planned   increase  in  our  selling,   general  and
administrative  expenses was primarily  attributable  to our ongoing  aggressive
marketing  campaign to support the development and growth of our Northland brand
100% juice products. Fiscal 1998 advertising, promotion and slotting expenses in
support of our branded  products  totaled $26.7 million.  We plan to continue to
aggressively  market our branded  juice  products in fiscal 1999. We also expect
our  selling,  general  and  administrative  expenses to increase in fiscal 1999
because of our acquisition of the Minot and Seneca  businesses and our continued
hiring of additional qualified personnel to manage our growth. However,  because
we  anticipate  revenues to  substantially  increase,  our selling,  general and
administrative  expenses as a percentage  of revenues  should be lower in fiscal
1999 than in fiscal 1998.

         Interest  Expense.  Interest  expense was $6.8  million for fiscal 1998
compared to $4.5  million  during  fiscal  1997.  The  increase in our  interest
expense was due to increased debt levels during most of the year, which resulted
from funding  increasing levels of inventory and accounts  receivable to support
our growing consumer  cranberry product business,  as well as seasonal operating
activities.  We expect our debt level to  increase  during  fiscal 1999 from its
1998 fiscal year end level as we fund the potential  Seneca  acquisition and our
anticipated  increased working capital  requirements.  See "Financial Condition"
below.


<PAGE>

         Income Tax Expense.  We recorded  $1.9 million in income tax expense in
fiscal 1998  compared to $1.5  million in fiscal  1997.  See Note 11 of Notes to
Consolidated Financial Statements.

         Net Income. Net income and per share earnings for fiscal 1998 were $2.9
million  and $0.19 per  diluted  share,  up from  fiscal 1997 net income and per
share  earnings of $2.2 million and $0.16 per diluted  share.  Weighted  average
shares  outstanding  for fiscal 1998 were 15.3 million  compared to 14.3 million
for fiscal 1997.  Weighted  shares  increased in fiscal 1998 because of our June
1998 public sale of 5.72 million Class A shares.

Fiscal 1997 compared to Fiscal 1996

         Revenues.  Our  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
our fiscal 1997  revenues was  primarily  the result of  increased  sales of our
Northland  brand 100% juice products due to the national  rollout of our branded
juice line. By the end of fiscal 1997, we had increased the  distribution of our
branded juice products to approximately 60% of supermarkets nationwide, compared
to  approximately  13% at the end of fiscal  1996.  Our  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.

         Cost of Sales.  Our cost of sales increased $6.7 million,  or 40.3%, to
$23.2  million in fiscal  1997,  from $16.5  million in fiscal  1996.  Our 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, our changing product mix and increased price  competition for concentrate
sales. Our 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
our  inventory  carrying  costs on a per barrel  basis.  Due to our smaller than
expected  fiscal 1997 crop, our inventory  carrying costs per barrel  increased,
resulting in increased cost of sales and a reduced gross margin percentage.

         Selling,  General and Administrative Expenses. Our 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 our national  rollout of our branded
juice  products.  Fiscal 1997  advertising,  promotion and slotting  expenses in
support of our branded juice rollout totaled $9.0 million.

         Interest Expense.  Our 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 our 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 our marsh to market business strategy.

<PAGE>


         Income Tax Expense.  We recorded  $1.5 million in income tax expense in
fiscal 1997  compared to $4.5  million in fiscal  1996.  See Note 11 of Notes to
Consolidated Financial Statements.

         Net Income.  Our net income for fiscal 1997 was $2.2 million,  compared
to fiscal 1996 net income of $6.9 million.  Net income per diluted  common share
was $0.16 in fiscal  1997,  compared to net income per diluted  common  share of
$0.50 in fiscal 1996. Weighted average common shares outstanding for fiscal 1997
were 14.3 million compared to 13.9 million for fiscal 1996.


Financial Condition

         Our net cash used for  operating  activities  in fiscal  1998 was $11.1
million  compared to $10.6  million in fiscal 1997.  The increased net cash used
for our  operating  activities  during  fiscal  1998 was the  result of  working
capital  increases  to support our growing  juice  business  and the  continuing
evolving nature of our business into a consumer products  company.  Our accounts
receivable  increased  $15.4 million,  primarily due to increased  branded juice
sales,  fourth  quarter  concentrate  sales and the  addition of Minot  accounts
receivable.  Our  inventories  increased  $17.4  million due to the carryover of
significant  inventory because of lower than expected concentrate and industrial
product sales during fiscal 1998, as well as the addition of Minot's  inventory.
Accounts  payable  increased  $6.2  million  in  fiscal  1998  primarily  due to
purchases  of raw  materials  inventory to support our growing  branded  product
sales as well as the addition of Minot accounts payable.  Also, our depreciation
and amortization (a noncash expense),  increased by $1.4 million,  or 27.6%, due
to property and equipment additions.

         Our net cash used for investing activities increased during fiscal 1998
to $41 .9 million from $14.2 million during the prior fiscal year. This increase
was due to the $35.2 million  purchase  price of the Minot  acquisition.  Fiscal
1998  property  and  equipment  additions  were $7.9  million  compared to total
property  and  equipment  additions  of $8.8  million  in the  prior  year.  The
potential  Seneca  division  acquisition is expected to cost between $30 and $35
million,  depending upon the division's level of working capital at closing, and
should be closed  during the second  quarter of fiscal 1999.  We plan to pay for
the  acquisition  by  borrowing on our  revolving  line of credit and by issuing
Seneca $3.0 million of our Class A common stock. Northland's capital expenditure
budget for fiscal 1999 (exclusive of the potential  Seneca  acquisition) is $7.0
million and will be funded from cash  generated  from  operations and borrowings
under our credit line.

         Our net cash provided by financing  activities in fiscal 1998 was $53.4
million compared to $24.8 million during the prior fiscal year. The increase was
the result of our  receiving  $74.5 million of net proceeds from our June public
stock sale,  less the repayment of $20.1  million of long-term  debt out of such
proceeds.  Working  capital  was $49.5  million at August 31,  1998  compared to
working  capital of $28.1 million at August 31, 1997. Our total debt  (including
current portion) was $68.2 million at August 31, 1998 for a total debt-to-equity


<PAGE>

ratio  of  0.44  to 1  compared  to  total  debt of  $86.8  million  and a total
debt-to-equity  ratio of 1.13 to 1 at August 31, 1997. Depending upon our future
sales levels and relative  sales mix of our products  during fiscal 1999 and the
addition of Seneca and Minot business,  our working capital requirements and our
debt levels are expected to  materially  increase  during  fiscal 1999.  To help
ensure  we  have  adequate   liquidity  to  fund  these  anticipated   increased
requirements,  we have negotiated a $15 million increase in our revolving credit
facility. This increase in our credit availability coupled with expected cash to
be generated  from  product  sales,  should allow us to finance our  operational
needs as we continue to grow our brand name and integrate the Minot  acquisition
and the  potential  Seneca  division  acquisition.  As of August 31,  1998,  the
principal  amount  outstanding  under our  revolving  credit  facility was $33.1
million,  with an additional  $41.9 million  available under our credit facility
with a syndicate of regional  banks until  December  2000.  As described  above,
about $30 to $35 million of such availability will be used to fund the potential
Seneca division purchase.

Quarterly Results

         During fiscal 1998 and 1997,  we continued our heavy  spending on media
advertising  and trade and consumer  promotion to build the Northland  brand. We
plan to continue our aggressive  marketing and  promotional  campaign to build a
strong presence in the branded juice market and to further accelerate the growth
of our Northland  brand 100% juice blends.  Our levels of  promotional  spending
during  future  quarterly  periods  will vary based on then  current  market and
competitive  conditions and  company-specific  factors.  These and other factors
will likely cause our quarterly  results to continue to fluctuate in fiscal 1999
and will likely cause comparisons with prior quarters to be unmeaningful.

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

<TABLE>


                                                                      Fiscal Quarters Ended
                                                              (In thousands, except per share data)
                                                 Fiscal 1998                                         Fiscal 1997
                              --------------------------------------------------- --------------------------------------------------
                                Aug. 31,    May 31,      Feb. 28,      Nov. 30,     Aug. 31,      May 31,    Feb. 29,     Nov. 30,
                                 1998        1998         1998          1997         1997         1997         1997         1996
                              ----------- ------------ ------------ ------------- ------------ ------------ ------------ -----------
<S>                           <C>         <C>          <C>          <C>           <C>          <C>          <C>          <C>      
Revenues                      $  37,684   $  26,417    $  30,296    $  18,431     $  12,565    $  10,377    $  13,513    $  10,920
Income (loss) before                                                                                                          
income taxes                      3,707         675          212          181        (1,662)         394        2,531        2,485
Net income (loss)             $   2,239   $     399    $     115    $     102     $  (1,021)   $     225    $   1,526    $   1,502

Net income (loss) per 
share-diluted:
 Weighted average shares                                                                                                            
outstanding                      18,041      14,311       14,288       14,358        14,350       14,282       14,402       14,196
 Net income (loss) per share  $   0.12    $   0.03     $   0.01     $   0.01      $  (0.07)    $   0.02     $   0.11     $   0.11
Cash dividends per share:
 Per Class A share                0.040       0.040        0.040        0.040         0.040        0.040        0.040        0.040
 Per Class B share                0.036       0.036        0.036        0.036         0.036        0.036        0.036        0.036
</TABLE>

<PAGE>

Special Note Regarding Forward-Looking Statements

         We make certain  "forward-looking  statements"  in this Annual  Report,
such as statements about our future plans, goals and other events which have not
yet occurred.  We intend that these statements will qualify for the safe harbors
from liability provided by the Private Securities Litigation Reform Act of 1995.
You can generally identify these forward-looking statements because we use words
such as we "believe," "anticipate," "expect" or similar words when we make them.
Whether or not these  forward-looking  statements will be accurate in the future
will depend on certain risks and factors  including  risks  associated  with (i)
development,  market  share  growth and  continued  consumer  acceptance  of our
branded  juice  products;  (ii)  integration  of the  operations  of Minot  Food
Packers,  Inc.,  which we acquired in fiscal 1998; (iii) the consummation of the
pending  acquisition  of the juice  division of Seneca Foods  Corporation;  (iv)
strategic actions of our competitors in pricing, marketing and advertising;  and
(v) agricultural factors affecting our crop. You should consider these risks and
factors  and the  impact  they may have when you  evaluate  our  forward-looking
statements.   We  make  these   statements  based  only  on  our  knowledge  and
expectations on the date of this Annual Report.  We will not necessarily  update
these  statements  or other  information  in this Annual  Report based an future
events  or  circumstances.  Please  read  this  entire  Annual  Report to better
understand our business and the risks associated with our operations.




<PAGE>




MANAGEMENT'S RESPONSIBILITY FOR FINANCIAL STATEMENTS

To Our Shareholders:

         The  management  of  Northland  Cranberries,  Inc. is  responsible  for
ensuring  that the  financial  statements  and other  statistical  and financial
information in this report about the Company give a fair and accurate  financial
picture of the Company in all material respects.  In preparing this material, we
make  judgments and estimates that conform with  generally  accepted  accounting
principles.

         The  Company  has  internal  accounting  systems  of  control  that are
designed to provide  reasonable  assurances  that our assets are safeguarded and
that  transactions are handled as authorized and are accurately  recorded in our
books,  enabling  us to  prepare  reliable  financial  statements.  Although  no
cost-effective   internal   control   system   can   preclude   all   errors  or
irregularities,   we  believe  Northland's   established  program  provides  the
reasonable assurance noted.

         An audit committee of Northland's  directors,  none of whom are Company
employees,   meets   periodically   with  and  reviews  reports  of  Northland's
independent  public  accountants,   and  recommends  such  action  as  it  deems
appropriate.   The  audit  committee  and  our  independent   accountants   have
unrestricted  access to each other,  with or without the  presence of  operating
management representatives.


                 /s/ John Swendrowski                  /s/ John Pazurek
                 John Swendrowski                      John Pazurek
                 Chairman of the Board                 Treasurer and
                 And Chief Executive Officer           Chief Financial Officer

Wisconsin Rapids, Wisconsin
October 15, 1998




<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 subsidiaries as of August 31, 1998 and 1997, and
the related consolidated  statements of earnings,  shareholders' equity and cash
flows for each of the three years in the period  ended  August 31,  1998.  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  subsidiaries  as of August  31,  1998 and 1997,  and the  results  of their
operations  and their cash flows for each of the three years in the period ended
August 31, 1998 in conformity with generally accepted accounting principles.




/s/ Deloitte & Touche LLP
Milwaukee, Wisconsin
October 15, 1998




<PAGE>


CONSOLIDATED STATEMENTS OF EARNINGS
Years Ended August 31, 1998, 1997 and 1996


<TABLE>

                                 
Consolidated Balance Sheets
August 31, 1998 and 1997
<CAPTION>


Assets                                                                          1998                  1997
- ----------------------------------------------------------------------- --------------------- ----------------------
Current assets:
<S>                                                                     <C>                   <C>              
     Cash and cash equivalents                                          $         633,426     $         230,668
     Accounts and notes receivable                                             22,422,072             6,995,595
     Investments                                                                       --             1,259,548
     Inventories                                                               43,810,813            26,454,087
     Prepaid expenses                                                           1,941,643             1,715,351
     Deferred income taxes                                                      2,489,628             3,035,486
- ----------------------------------------------------------------------- --------------------- ----------------------
                     Total current assets                                      71,297,582            39,690,735

Property and equipment, net                                                   152,199,477           138,273,041
Investments and other assets                                                    2,151,147             2,234,624
Goodwill, net                                                                  25,223,568               734,010
- ----------------------------------------------------------------------- --------------------- ----------------------
                     Total assets                                       $     250,871,774     $     180,932,410
- ----------------------------------------------------------------------- --------------------- ----------------------




Liabilities and Shareholders' Equity
- ----------------------------------------------------------------------- --------------------- ----------------------
Current liabilities:
     Accounts payable                                                   $       9,994,595     $       3,806,261
     Accrued liabilities                                                        7,924,250             4,091,661
     Current portion of long-term obligations                                   3,892,000             3,647,000
- ----------------------------------------------------------------------- --------------------- ----------------------
                     Total current liabilities                                 21,810,845            11,544,922

Long-term obligations                                                          64,275,826            83,130,707
Deferred income taxes                                                          10,915,378             9,445,856
Shareholders' equity:
     Preferred stock, $.01 par value, 5,000,000 shares
         authorized, none issued                                                       --                     --
     Common stock:
         Class A, $.01 par value, 19,085,484 and 13,219,370
             shares issued and outstanding, respectively                          190,730               132,074
         Class B, $.01 par value, 636,202 shares
             issued and outstanding                                                 6,362                 6,362
     Additional paid-in capital                                               144,477,226            67,888,801
     Retained earnings                                                          9,195,407             8,783,688
- ----------------------------------------------------------------------- --------------------- ----------------------
                                                                              153,869,725            76,810,925
- ----------------------------------------------------------------------- --------------------- ----------------------
                     Total liabilities and shareholders' equity         $     250,871,774     $     180,932,410
- ----------------------------------------------------------------------- --------------------- ----------------------

</TABLE>

                 See notes to consolidated financial statements.






<PAGE>

<TABLE>

Consolidated Statements of Earnings
Years Ended August 31, 1998, 1997 and 1996
<CAPTION>
                                  
                                                              1998                   1997                   1996
- ----------------------------------------------------- ---------------------- ---------------------- ----------------------
                                                      
<S>                                                   <C>                    <C>                    <C>               
Revenues                                              $      112,828,336     $       47,374,827     $       37,607,845
Cost of sales                                                 62,474,847             23,170,154             16,516,785
- ----------------------------------------------------- ---------------------- ---------------------- ----------------------
Gross profit                                                  50,353,489             24,204,673             21,091,060
Costs and expenses:
     Selling, general and administrative                      38,752,157             15,963,109              7,020,416
     Interest                                                  6,826,525              4,493,104              2,657,067
- ----------------------------------------------------- ---------------------- ---------------------- ----------------------
                   Total costs and expenses                   45,578,682             20,456,213              9,677,483
- ----------------------------------------------------- ---------------------- ---------------------- ----------------------
Income before income taxes                                     4,774,807              3,748,460             11,413,577
Income taxes                                                   1,920,000              1,516,000              4,509,000
- ----------------------------------------------------- ---------------------- ---------------------- ----------------------
Net income                                            $        2,854,807     $        2,232,460     $        6,904,577
- ----------------------------------------------------- ---------------------- ---------------------- ----------------------
Net income per share:
     Basic                                            $             0.19     $             0.16     $             0.52
     Diluted                                          $             0.19     $             0.16     $             0.50
Shares used in computing net income per share:
     Basic                                                    14,813,757             13,736,906             13,311,004
     Diluted                                                  15,266,162             14,308,845             13,927,820
- ----------------------------------------------------- ---------------------- ---------------------- ----------------------
</TABLE>

                See notes to consolidated financial statements.

<PAGE>

<TABLE>

Consolidated Statements of Cash Flows
Years Ended August 31, 1998, 1997 and 1996
<CAPTION>
                                  

                                                                                 1998               1997                1996
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
Operating activities:
<S>                                                                        <C>                <C>                <C>            
    Net income                                                             $     2,854,807    $     2,232,460    $     6,904,577
    Adjustments to reconcile net income to net
       cash (used in) provided by operating activities:
          Depreciation and amortization                                          6,690,675          5,242,804          4,151,448
          Loss (gain) on disposal of property and
              equipment                                                             10,913             (5,059)           (25,236)
          Changes in assets and liabilities (net of effects of business                                                             
          acquisition):                                                                                                             
              Receivables, prepaid expenses and
                 other current assets                                          (13,749,395)        (5,157,839)        (2,256,715)
              Inventories                                                      (12,328,714)       (14,039,660)        (4,715,542)
              Accounts payable and accrued liabilities                           4,001,637           (423,990)         4,031,250
              Deferred income taxes                                              1,416,000          1,516,000          1,289,000
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
                 Net cash (used in) provided by                                                                                     
                    operating activities                                       (11,104,077)       (10,635,284)         9,378,782
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
Investing activities:
    Property and equipment purchases                                            (7,945,506)        (8,812,293)       (14,480,765)
    Proceeds from disposals of property and equipment                              103,960            108,841            152,065
    Acquisition of business                                                    (35,203,177)                --                 --
    Acquisitions of cranberry operations                                                --         (6,765,513)        (7,279,818)
    Net decrease in investments                                                  1,259,548          1,259,548          1,259,548
    Other                                                                         (132,551)           (26,415)          (214,018)
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
                 Net cash (used for) investing activities                      (41,917,726)       (14,235,832)       (20,562,988)
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
Financing activities:
    Proceeds from long-term debt                                                 1,500,000         31,850,000         15,000,000
    Payments on long-term debt                                                 (20,109,881)        (5,610,388)        (6,053,365)
    Dividends paid                                                              (2,443,088)        (2,190,478)        (1,923,429)
    Net proceeds from common stock offering                                     74,481,730                 --          4,016,192
    Exercise of stock options                                                      169,118            987,650             76,400
    Other                                                                         (173,318)          (201,467)           (25,819)
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
                 Net cash provided by financing activities                      53,424,561         24,835,317         11,089,979
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
Net increase (decrease) in cash and cash equivalents                               402,758           (35,799)           (94,227)
Cash and cash equivalents, beginning of year                                       230,668            266,467            360,694
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
Cash and cash equivalents, end of year                                     $       633,426    $       230,668    $       266,467
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
Supplemental disclosure of cash flow  information 
      Cash paid during the year for:
                    Interest (net of interest capitalized)                 $     6,862,888    $     4,499,870    $     2,716,788
                    Income taxes (refund), net                                    (858,466)           525,076          2,768,000
Supplemental  disclosures  of noncash  investing 
  and financing  activities  (See  Notes 3 and 5.)
- -------------------------------------------------------------------------- ------------------ ------------------ -------------------
</TABLE>

                See notes to consolidated financial statements.



<PAGE>

<TABLE>

CONSOLIDATED STATEMENTS OF SHAREHOLDERS' EQUITY
Years Ended August 31, 1998, 1997 and 1996
<CAPTION>
                                  


                                                                  Common Stock                
                                                        ----------------------------------     Additional
                                                                                                Paid-in           Retained
                                                            Class A          Class B            Capital           Earnings
- ------------------------------------------------------- ---------------- ----------------- ------------------ ------------------
<S>                                                     <C>              <C>               <C>                <C>            
Balances, August 31, 1995                               $        60,106  $         3,181   $    55,288,726    $     3,760,558
     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


     Common stock issued 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
     Net proceeds from common stock
         offering (5,715,000 shares)                             57,150               --        74,424,580                 --
     Common stock issued for acquisition of
         business (136,986 shares)                                1,370               --         1,994,863                 --
     Stock options exercised                                        136               --           144,899                 --
     Tax benefit from exercise of stock options                      --               --            24,083                 --
     Cash dividends paid:
         $.l6 per Class A share                                      --               --                --         (2,350,559)
         $.14544 per Class B share                                   --               --                --            (92,529)
     Net income                                                      --               --                --          2,854,807
- ------------------------------------------------------- ---------------- ----------------- ------------------ ------------------
Balances, August 31, 1998                               $       190,730  $         6,362   $   144,477,226    $     9,195,407
- ------------------------------------------------------- ---------------- ----------------- ------------------ ------------------
</TABLE>

                See notes to consolidated financial statements.


<PAGE>


NOTES TO CONSOLIDATED FINANCIAL STATEMENTS

Years Ended August 31, 1998, 1997 and 1996
- --------------------------------------------------------------------------------
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, 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 "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%  juice  cranberry  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  primarily  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  subsidiaries.  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  using the
first-in,  first-out  (FIFO) method.  Deferred crop costs consist of those costs
related to the  growing of the crop which  will be  harvested  in the  following
fiscal year.

         Property and  Equipment -- Property and  equipment  are stated at cost,
less  depreciation  and  amortization  using 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  company
depreciates  buildings,  land  improvements,   cranberry  vines,  bulkheads  and
irrigation  equipment over 30-40 years, and other  depreciable  assets over 5-10
years.

         Goodwill -- Goodwill is amortized using the  straight-line  method over
40 years.  Accumulated  amortization was approximately  $338,000 and $221,000 at
August 31, 1998 and 1997, respectively.  The Company assesses the carrying value
of goodwill at each balance


<PAGE>


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.

         Revenue  Recognition -- The Company  recognizes revenue when product is
shipped.

         Net  Income  Per Share -- Basic net  income  per share is  computed  by
dividing net income by the weighted average number of common shares outstanding.
Diluted net income per share is computed by dividing  net income by the weighted
average number of common shares outstanding  increased by the number of dilutive
potential common shares based on the treasury stock method.  During fiscal 1998,
the Company adopted SFAS No. 128,  "Earnings Per Share," and accordingly all net
income per share amounts for all periods presented have been restated.

         Accounting Standards To Be Adopted -- In 1997, the Financial Accounting
Standards Board ("FASB") issued SFAS No. 130, "Reporting  Comprehensive Income,"
and SFAS No.  131,  "Disclosure  about  Segments  of an  Enterprise  and Related
Information."  These  statements  are required to be adopted in fiscal 1999.  In
1998, the FASB issued SFAS No. 132,  "Employers'  Disclosures about Pensions and
Other  Postretirement  Benefits," and SFAS No. 133,  "Accounting  for Derivative
Instruments and Hedging Activities." These statements are required to be adopted
in fiscal 1999 and 2000,  respectively.  The Company is currently in the process
of evaluating the accounting and disclosure effects of these Statements.

         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.


<PAGE>


2.       Stock Split
        
         On June 26,  1996,  the  Company's  Board  of  Directors  authorized  a
two-for-one  stock  split 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 number of shares,  per
share amounts,  stock option data and market prices of the Company's  stock have
been restated.

3.       Acquisitions

         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.

         On July 1, 1998,  the Company  completed its  acquisition of Minot Food
Packers,  Inc.  ("Minot")  for $35.4 million in cash and $2.0 million in Class A
Common Stock. Minot, located in Bridgeton, New Jersey, produces,  markets, sells
and distributes a wide variety of private label cranberry products.

         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  earnings  from  the date of  acquisition.  The
purchase  price  of  Minot  has  been  allocated  to  the  assets  acquired  and
liabilities assumed based upon preliminary estimates of fair values. The Company
does  not  believe  that  the  final  purchase  price   allocation  will  differ
significantly  from the  preliminary  purchase price  allocation.  The pro forma
effects of the  fiscal  1996 and 1997  acquisitions  were not  significant.  The
unaudited pro forma results of operations,  assuming the Minot  acquisition  had
been consummated as of September 1, 1996, are as follows:

<PAGE>

                                                1998               1997
                                        -------------------- -----------------
 
    Net sales                           $   147,312,310      $   89,026,866
    Net income                                3,776,674           3,340,333
    Net income per share - basic        $          0.22      $         0.20
    Net income per share - diluted                 0.21                0.19
                                        -------------------- -----------------


         The unaudited pro forma results are not  necessarily  indicative of the
actual  results  of  operations  that would have  occurred  had the  acquisition
actually been made at the beginning of fiscal 1997.

4.       Inventories
       
         Inventories at August 31, 1998 and 1997 were as follows:

                                               1998                 1997
                                        ------------------- -------------------


    Raw materials                       $    18,554,557     $    6,274,305
    Finished goods                           13,208,150          9,001,810
    Deferred crop costs                      12,048,106         11,177,972
                                        ------------------- -------------------
                                        $    43,810,813     $   26,454,087
                                        =================== ===================

5.       Property And Equipment
      
         Property and equipment at August 31, 1998 and 1997 were as follows:

                                               1998                1997
                                        ------------------- ------------------

    Land                                $     7,972,373     $    7,548,486
    Land improvements                        17,521,757         14,709,554
    Cranberry vines, bulkheads                               
      and irrigation equipment               80,242,337         72,153,272
    Buildings and improvements               26,035,047         17,627,758
    Equipment and vehicles                   41,098,270         33,428,680
    Construction in progress                  9,124,637         16,397,639
                                        ------------------- ------------------

                                            181,994,421        161,865,389

    Less accumulated depreciation                                             
      and amortization                       29,794,944        23,592,348
                                        ------------------- ------------------
                                        $   152,199,477     $ 138,273,041
                                        =================== ==================
<PAGE>

         The Company capitalized $736,106, $1,398,092 and $1,531,405 of interest
for the years ended August 31, 1998, 1997, 1996, respectively.

6.       Investments And Other Assets
     
         Investments  and  other  assets  at  August  31,  1998 and 1997 were as
follows:

                                                  1998              1997
                                        -------------------- -------------------
  
    Leasehold interests, net            $       881,512      $    1,039,395
    Other                                     1,269,635           1,195,229
                                        -------------------- -------------------
                                        $     2,151,147      $    2,234,624
                                        ==================== ===================

7.       Accrued Liabilities
         Accrued liabilities at August 31, 1998 and 1997 were as follows:

                                                 1998               1997
                                        ------------------- -----------------


    Compensation and other              $     1,196,427     $   1,038,134
      employee benefits                                
    Property taxes                              545,876          469,832
    Interest                                    295,465          331,828
    Commissions                                 967,643          320,733
    Income taxes                                617,532          181,976
    Other                                     4,301,307        1,749,158
                                        ------------------- -----------------
                                        $     7,924,250     $  4,091,661
                                        =================== =================

8.       Notes Payable And Long-Term  Obligations  Long-term  debt at August 31,
         1998 and 1997 was as follows:


<PAGE>

                                             1998                1997
                                        -------------------- ------------------

     Credit agreement with a bank:
       Revolving credit facility        $     33,100,000     $  41,500,000
       Acquisition credit facility                    --         7,950,000
       Secured term credit facility(1)         1,840,000         2,760,000
       Secured term credit facility(2)         2,856,000         3,428,000
       Secured term credit facility(3)         7,350,000         8,400,000
     Term loan payable to insurance                                            
       company with interest at 8.69%         12,958,962        13,641,173
     Term loan payable to insurance                                            
       company with interest at 7.86%          8,675,364         9,098,534
     Term loan with a bank                     1,387,500                --
                                        -------------------- ------------------
                                        
                                              68,167,826        86,777,707
     Less current portion                      3,892,000         3,647,000
                                        -------------------- ------------------
                                        $     64,275,826     $  83,130,707
                                        ==================== ==================

         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.  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 plus an applicable
rate  margin,  at the  option of the  Company.  The first  secured  term  credit
facility is payable in  semiannual  installments  of $460,000  plus interest (at
LIBOR plus 2.5%,  8.152% at August 31, 1998) and matures in May 2000. The second
secured term credit  facility is payable in semiannual  installments of $286,000
plus  interest  (at LIBOR plus  2.50%,  8.152% at August 31,  1998) with a final
payment of  $1,998,000  at maturity in May 2000.  The third  secured term credit
facility is payable in  semiannual  installments  of $525,000  plus interest (at
LIBOR plus 2.5%,  8.152% at August 31, 1998) with a final  payment of $5,250,000
at maturity in June 2000.  The Company  must pay a  commitment  fee of .125% per
annum on the average daily unused amount of the  revolving  credit  facility and
the acquisition credit facility. The amount of unused available borrowings under
the amended credit facilities was $41,900,000 at August 31, 1998.

         The 8.69% term loan with an insurance  company is payable in semiannual
installments,  including interest,  through July 1, 2004. The interest rate will
be adjusted  again 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.


<PAGE>

         The 7.86% term loan with an insurance  company is payable in semiannual
installments, including interest, through August 1, 2008. The interest rate will
be adjusted in fiscal year 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  ($78,000,000 at
August 31, 1998),  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:


                 1999                                  $ 3,892,000
                 2000                                   10,956,000
                 2001                                   34,664,000
                 2002                                    1,685,000
                 2003                                    1,816,000
                 Thereafter                             15,154,826
                                          ----------------------------
                                                       $68,167,826
                                          ============================


9.       Shareholders' 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 anytime.  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 

<PAGE>

pursuant to the underwriters  exercise of their 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.

         In June and July 1998, the Company issued  5,715,000  shares of Class A
Common  Stock  through  a  public  offering  resulting  in the net  proceeds  of
approximately $74,482,000.

         At August  31,  1998,  2,809,092  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.

10.      Stock Options

         In 1987,  the  Company  adopted  the 1987 Stock  Option Plan (the "1987
Plan"),  which  provided  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 non-employee 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 1995, the Company  adopted the 1995 Stock Option Plan (the "1995
Plan"),  which  provides  for the  issuance of 800,000  shares of Class A Common
Stock to key employees and non-employee  directors of the Company. Stock options
granted  under  the 1995  Plan are  exercisable  at a price  established  by the
Compensation  and Stock Option  Committee,  which shall not be less than 100% of
the  fair  market  value on the date of  grant  for a period  determined  by the
Compensation and Stock Option Committee, not to exceed 10 years.

         The status of the stock option plans was as follows:



<PAGE>

<TABLE>



                                                                                                                        Weighted
                                                                                                                        Average
                                                                   Price                         Number                 Exercise
                                                                   Range                       of Shares                 Price
                                                     ---------------------------------- --------------------------- ----------------
<S>                                                       <C>               <C>                 <C>                     <C>   
Outstanding at September 1,1995                           $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
    Granted                                                9.75       --     19.75              187,000                  17.98
    Exercised                                              2.63       --      8.75              (13,628)                  4.34
    Cancelled                                              7.25       --     19.75               (5,500)                 16.18
                                                     ------------- ------ ------------- --------------------------- ----------------
Outstanding at August 31, 1998                            $2.63       --    $19.75            1,083,656                 $ 9.57
                                                     ============= ====== ============= =========================== ================
Shares exercisable at August 31, 1998                     $2.63       --    $19.75              949,636                 $ 8.49
                                                     ============= ====== ============= =========================== ================
                                                                                                308,248
Available for grant after August 31, 1998                                               ===========================        
                                                                                        
</TABLE>

         The  following  table  summarizes   information   about  stock  options
outstanding at August 31, 1998:
<TABLE>

                                                       Options Outstanding                  Options Exercisable
                                              -------------------------------------- -----------------------------------
                                                   Weighted
                                Shares              Average            Weighted            Shares           Weighted
                            Outstanding at         Remaining           Average         Exercisable at       Average
        Range of           August 31, 1998        Contractual          Exercise       August 31, 1998       Exercise
    Exercise Prices                              Life - Years           Price                                Price
- ------------------------- ------------------- -------------------- ----------------- ------------------- ---------------
<S>             <C>               <C>                 <C>              <C>                  <C>              <C>   
  $2.63 -       $ 6.00            387,150             2.3              $ 4.08               387,150          $ 4.08
   6.01 -        10.00            194,844             5.5                8.13               176,124            8.12
  10.01 -        19.75            501,662             7.8               14.36               386,362           13.08
- -------------- ---------- ------------------- -------------------- ----------------- ------------------- ---------------
  $2.63 -       $19.75          1,083,656             5.4              $ 9.57               949,636          $ 8.49
============== ========== =================== ==================== ================= =================== ===============
</TABLE>

         In fiscal 1997, the Company adopted the disclosure requirements of SFAS
No. 123, "Accounting for Stock-Based  Compensation".  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 plans. Had compensation cost for the Company's stock option
plans  been  determined  on the fair value at the grant  dates for awards 

<PAGE>


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:

                                                1998                    1997
                                          -------------------- -----------------
       Net Income:
           As reported                        $2,855,000            $2,232,000
           Pro forma                          $2,343,000            $2,124,000
       Net Income per share - diluted:
           As reported                         $   0.19             $   0.16
           Pro forma                           $   0.16             $   0.15

         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 20.4%;  risk-free  interest  rate of 5.5%;  1.641%  dividend rate
during the expected term; and an expected life of 9 years.

11.      Income Taxes

The provision for income taxes is as follows:

                           August 31,          August 31,      August 31,
                              1998                1997            1996
                       ---------------------------------------------------------
Currently payable:
    Federal                  $ 452,000     $            --       $2,997,000
    State                       52,000                  --          223,000
                       ---------------------------------------------------------
                               504,000                  --        3,220,000
                       ---------------------------------------------------------
Deferred:
    Federal                  1,081,000           1,274,000           944,00
    State                      335,000             242,000          345,000
                       ---------------------------------------------------------
                             1,416,000           1,516,000        1,289,000
                       ---------------------------------------------------------
                            $1,920,000          $1,516,000       $4,509,000
                       =========================================================



<PAGE>


         The tax effects of temporary  differences that give rise to significant
portions of deferred tax assets and  liabilities  as of August 31, 1998 and 1997
consist of the following:

                                                   1998             1997
                                           ------------------- ----------------
    Deferred tax assets:
        Tax loss carryforwards             $         893,000   $     2,979,000
        AMT tax credits and other
          carryforwards                            6,206,000         3,552,000
        Other                                        396,000                --
                                           ------------------- ----------------
                                                   7,495,000         6,531,000
                                           ------------------- ----------------

    Deferred tax liabilities:
        Cranberry sales                               13,000           299,000
        Depreciation and amortization             15,908,000        12,642,000
                                           ------------------- ----------------
                                                  15,921,000        12,941,000
                                           ------------------- ----------------
    Net deferred tax liability             $       8,426,000   $     6,410,000
                                           =================== ================

         At August 31, 1998,  the Company has net operating  loss  carryforwards
for Federal  income tax  purposes of  approximately  $2,277,000  which expire at
various dates through 2013.

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

                                  August 31, 1998     August 31, 1997      August 31, 1996
                              -----------------------------------------------------------------
<S>                                     <C>                <C>                  <C>  
Statutory tax rate                      34.0%              34.0%                34.0%
State income taxes, net
 of Federal tax benefit                  5.2                5.2                  5.2
Other, net                               1.0                1.2                  0.3
                              -----------------------------------------------------------------
Effective tax rate                      40.2%              40.4%                39.5%
                              =================================================================
</TABLE>

12.      Related Party
      
         In November  1997,  the Company  purchased a 40,000  square foot office
building  for  $1,150,000  from a  company  whose  majority  owner  is also  the
Company's Chairman of the Board and Chief Executive Officer.

13.      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,  1998  and  1997 was

<PAGE>

approximately $1,326,000 and $1,168,000, respectively. Rental payments are based
on 20 percent of gross cash receipts from  agricultural  production,  subject to
certain minimums which are dependent upon the statewide average crop yield. Rent
expense for the years ended  August 31,  1998,  1997 and 1996 was  approximately
$268,000, $263,000 and $261,000, 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 $285,000  in year one and  increasing  to
$381,000  in year nine with a final  payment of  $215,000  on June 1, 2000.  The
lease  grants  the  Company a right of first  refusal  to  purchase  the  leased
premises or to renew the lease on terms  Equitable  is prepared to accept from a
bona fide third party.  The  purchase  agreement  also  provides for payments to
Cranberry  Hills of 25% of the premises  income,  if any,  during the term lease
with  Equitable.  The  amount  expensed  in  fiscal  1998,  1997  and  1996  was
approximately $0, $86,000 and $64,000, respectively.

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

                     1999                        $371,000
                     2000                         401,000
                                       ---------------------------
                                                 $772,000
                                       ===========================

         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.

14.      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.

15.      401(k) Retirement Plans

         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 Company contributed
approximately $182,000,  $127,000 and $63,000, to this plan in fiscal 1998, 1997
and 1996, respectively.

         The  Company  also  has  a  401(k)  profit  sharing  plan  that  covers
substantially  all  nonunion   employees  of  Minot.  In  accordance  with  plan
provisions,  the Company may make discretionary  contributions.  No amounts were
contributed to the plan in fiscal 1998.

<PAGE>


16.      Significant Customers

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

         In fiscal 1997, the Company had sales to one customer of  approximately
$5,797,000,  or 12%, of net sales. In fiscal year 1998, the Company did not have
sales to any one customer exceeding 10% of net sales.

17.      Subsequent Event

         In August 1998, the Company  entered into a letter of intent  agreement
to purchase the juice  division of Seneca Foods  Corporation.  The purchase will
include  bottling and packaging  facilities  located in New York, North Carolina
and Wisconsin;  warehousing in Michigan;  and a grape  receiving  station in New
York.  The final  purchase  price is expected to be between $30 and $35 million.
Total  revenues of the  business to be acquired  for the fiscal year ended March
31, 1998 were approximately $105 million.




                   Subsidiaries of Northland Cranberries, Inc.


Minot Food Packers, Inc., a New Jersey corporation

Wildhawk, Inc., a Wisconsin corporation




INDEPENDENT AUDITORS' CONSENT


We consent to the  incorporation  by reference in  Registration  Statement  Nos.
33-32525,  33-62723 and  333-01557 on Form S-8 and  Registration  Statement  No.
333-08563 on Form S-4 of our report  dated  October 15,  1998,  incorporated  by
reference in the Annual Report on Form 10-K of Northland  Cranberries,  Inc. for
the year ended August 31, 1998.


/S/ DELOITTE & TOUCHE LLP

DELOITTE & TOUCHE LLP
Milwaukee, Wisconsin

November 30, 1998



<TABLE> <S> <C>


<ARTICLE>                     5
       
<S>                             <C>
<PERIOD-TYPE>                   12-MOS  
<FISCAL-YEAR-END>                              AUG-31-1998
<PERIOD-START>                                 SEP-01-1997
<PERIOD-END>                                   AUG-31-1998
<CASH>                                         633,426
<SECURITIES>                                   0
<RECEIVABLES>                                  22,422,072
<ALLOWANCES>                                   0
<INVENTORY>                                    43,810,813
<CURRENT-ASSETS>                               71,297,582
<PP&E>                                         181,994,421
<DEPRECIATION>                                 29,794,944
<TOTAL-ASSETS>                                 250,871,774
<CURRENT-LIABILITIES>                          21,810,845
<BONDS>                                        64,275,826
                          0          
                                    0          
<COMMON>                                       197,092    
<OTHER-SE>                                     144,477,226
<TOTAL-LIABILITY-AND-EQUITY>                   250,871,774
<SALES>                                        112,336,324
<TOTAL-REVENUES>                               112,828,336
<CGS>                                          62,474,847 
<TOTAL-COSTS>                                  38,752,157 
<OTHER-EXPENSES>                               0          
<LOSS-PROVISION>                               0          
<INTEREST-EXPENSE>                             6,826,525  
<INCOME-PRETAX>                                4,774,807  
<INCOME-TAX>                                   1,920,000  
<INCOME-CONTINUING>                            2,854,807  
<DISCONTINUED>                                 0          
<EXTRAORDINARY>                                0          
<CHANGES>                                      0          
<NET-INCOME>                                   2,854,807  
<EPS-PRIMARY>                                  0.19
<EPS-DILUTED>                                  0.19
        

</TABLE>


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