NORTHLAND CRANBERRIES INC /WI/
10-Q, 2000-04-14
AGRICULTURAL PRODUCTION-CROPS
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                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549
                                    FORM 10-Q
(Mark One)

X    QUARTERLY  REPORT  PURSUANT  TO  SECTION  13 OR 15 (d)  OF  THE  SECURITIES
     EXCHANGE ACT OF 1934

For the quarterly period ended February 29, 2000
                               ------------------
                                       OR

     TRANSITION  REPORT  PURSUANT  TO  SECTION  13 AND 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 or other jurisdiction of             (I.R.S. Employer Identification No.)
Incorporation or organization)

                             800 First Avenue South
                                  P.O. Box 8020
                     Wisconsin Rapids, Wisconsin 54495-8020
- --------------------------------------------------------------------------------
                    (Address of Principal Executive Offices)

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

- --------------------------------------------------------------------------------
Former  name,  former  address and former  fiscal  year,  if changed  since last
report.

     Indicate  by check mark  whether the  registrant  (1) has filed all reports
required to be filed by Section 13 or 15 (d) of the  Securities  Exchange Act of
1934  during  the  preceding  12 months  (or for such  shorter  period  that the
registrant was required to file such reports),  and (2) has been subject to such
filing requirements for the past 90 days.  Yes _X_   No __

APPLICABLE  ONLY TO  ISSUERS  INVOLVED  IN  BANKRUPTCY  PROCEEDINGS  DURING  THE
PRECEDING FIVE YEARS:

     Indicate by check mark whether the  registrant  has filed all documents and
reports  required  to be filed by  Sections  12, 13 or 15 (d) of the  Securities
Exchange Act of 1934 subsequent to the  distribution of securities  under a plan
confirmed by a court.  Yes ___ No ___

     APPLICABLE  ONLY TO  CORPORATE  ISSUERS:  Indicate  the  number  of  shares
outstanding  of each of the issuer's  classes of common stock,  as of the latest
practicable date:

Class A Common Stock          April 13, 2000               19,702,221
Class B Common Stock          April 13, 2000                  636,202



<PAGE>

                           NORTHLAND CRANBERRIES, INC.
                                 FORM 10-Q INDEX

PART I.     FINANCIAL INFORMATION                                           PAGE

   Item 1.  Financial Statements

            Condensed Consolidated Balance Sheets.............................3

            Condensed Consolidated Statements of Operations...................4

            Condensed Consolidated  Statements of Cash Flows..................5

            Notes to Condensed Consolidated Financial Statements..............6

   Item 2.  Management's Discussion and Analysis of Financial
               Condition and Results of Operations.......................... 7-9

   Item 3.  Quantitative and Qualitative Disclosure About
               Market Risk...................................................10

PART II.    OTHER INFORMATION

   Item 4.  Submission of Matters to a Vote of Security Holders..............11

   Item 6.  Exhibits and Reports on Form 8-K.................................12

   SIGNATURE.................................................................13


                                       2
<PAGE>
                         PART I - FINANCIAL INFORMATION

ITEM 1.  FINANCIAL STATEMENTS
- -----------------------------
                           NORTHLAND CRANBERRIES, INC.
                      CONDENSED CONSOLIDATED BALANCE SHEETS
                             (DOLLARS IN THOUSANDS)

                                     ASSETS
                                                     (Unaudited)
                                                     February 29,   August 31,
                                                         2000          1999
                                                     ------------   -----------
Current assets:
   Cash and cash equivalents                         $       62     $      769
   Accounts and notes receivable                         28,772         35,453
   Inventories                                          107,150         97,060
   Prepaid expenses                                       6,384          3,870
   Deferred income taxes                                  2,313          4,332
                                                     ----------     ----------
      Total current assets                              144,681        141,484

Property and equipment - at cost                        212,276        207,071
   Less accumulated depreciation                         42,137         37,651
                                                     ----------     ----------
      Property and equipment, net                       170,139        169,420

Trademarks, tradenames and goodwill, net                 40,073         41,074
Other assets                                              2,763          2,943
                                                     ----------     ----------
      Total assets                                   $  357,656     $  354,921
                                                     ==========     ==========

                      LIABILITIES AND SHAREHOLDERS' EQUITY
Current liabilities:
   Accounts payable                                  $   33,887     $   18,637
   Accrued liabilities                                   12,307          9,925
   Current portion of long-term debt                      2,540          2,354
                                                     ----------     ----------
      Total current liabilities                          48,734         30,916

Long-term debt                                          170,495        147,797
Deferred income taxes                                        --         15,655

Shareholders' equity:
   Common stock - Class A, $.01 par value,
     19,702,221  and 19,655,621 shares issued
     and outstanding, respectively                          197            196
   Common stock - Class B, $.01 par value, 636,202
     shares issued and outstanding                            6              6
   Additional paid-in capital                           148,977        148,769
   Retained earnings  (accumulated deficit)             (10,753)        11,582
                                                     ----------     ----------
      Total shareholders' equity                        138,427        160,553
                                                     ----------     ----------

Total liabilities and shareholders' equity           $  357,656     $  354,921
                                                     ==========     ==========

          See accompanying notes to the condensed financial statements.

                                       3
<PAGE>

                           NORTHLAND CRANBERRIES, INC.
                 CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS
                 (DOLLARS IN THOUSANDS EXCEPT PER SHARE AMOUNTS)
                                   (Unaudited)
<TABLE>
<CAPTION>
                                                                  For the three                          For the six
                                                                   months ended                         months ended
                                                         February 29,       February 28,      February 29,       February 28,
                                                             2000               1999              2000               1999
                                                         ------------       ------------       -----------       ------------
<S>                                                          <C>                <C>               <C>                 <C>
Revenues                                                      $68,621            $54,955          $143,588            $89,337

Cost of sales                                                  73,041             34,730           124,596             55,234
                                                              -------            -------          --------            -------

Gross profit (loss)                                            (4,420)            20,225            18,992             34,103
                                                              -------            -------          --------            -------

Costs and expenses:
          Selling, general and administrative                  26,600             18,108            46,547             30,470
          Interest                                              3,492              1,987             6,403              3,290
                                                              -------            -------          --------            -------

                    Total costs and expenses                   30,092             20,095            52,950             33,760
                                                              -------            -------          --------            -------

Income (loss) before income taxes                             (34,512)               130           (33,958)               343

Income taxes (benefit)                                        (13,476)                63           (13,244)               155
                                                              -------            -------          --------            -------

Net income (loss)                                            $(21,036)           $    67          $(20,714)           $   188
                                                              =======            =======          ========            =======

Net income (loss) per share:
          Basic                                               $ (1.04)           $  0.00          $  (1.02)           $  0.01
                                                              =======            =======          ========            =======

          Diluted                                             $ (1.04)           $  0.00          $  (1.02)           $  0.01
                                                              =======            =======          ========            =======


</TABLE>
   See accompanying notes to the condensed consolidated financial statements.

                                       4
<PAGE>

                           NORTHLAND CRANBERRIES, INC.
                 CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS
                             (DOLLARS IN THOUSANDS)
                                   (Unaudited)
<TABLE>
<CAPTION>
                                                                    For the six months ended
                                                                     February       February
                                                                     29, 2000       28, 1999
                                                                    ----------     ----------
Operating activities:
<S>                                                                 <C>            <C>
   Net income(loss)                                                 $  (20,714)    $      188
   Adjustments to reconcile net income (loss) to net cash
     used in operating activities:
       Depreciation and amortization of property and equipment           4,487          3,681
       Amortization of tradenames, trademarks and goodwill               1,252            493
       Provision (benefit) for deferred income taxes                   (13,636)           187
       Inventory lower of cost or market adjustment                     27,000             --
       Changes in assets and liabilities
         (net of effects of business acquisition):
            Receivables and prepaid expenses                             4,166         (9,835)
            Inventories                                                (38,046)       (28,397)
            Accounts payable and accrued liabilities                    19,140          1,821
                                                                    ----------     ----------
       Net cash used in operating activities                           (16,351)       (31,862)
                                                                    ----------     ----------

Investing activities:
   Acquisition of business                                                  --        (29,281)
   Property and equipment purchases                                     (4,471)        (3,737)
   Other                                                                  (546)          (518)
                                                                    ----------     ----------
     Net cash used in investing activities                              (5,017)       (33,536)
                                                                    ----------     ----------
Financing activities:
   Net increase in borrowings under revolving credit facilities         23,300         68,450
   Payments on long-term debt                                           (1,227)        (1,460)
   Dividends paid                                                       (1,621)        (1,577)
   Proceeds from exercise of stock options                                 209            359
   Other                                                                    --            (35)
                                                                    ----------     ----------
     Net cash provided by financing activities                          20,661         65,737
                                                                    ----------     ----------
Net (decrease) increase in cash and cash equivalents                      (707)           339

Cash and cash equivalents
   Beginning of period                                                     769            633
                                                                    ----------     ----------
   End of period                                                    $       62     $      972
                                                                    ==========     ==========
Supplemental cash flow information:
   Cash paid for:
     Interest (net of amounts capitalized)                          $    6,067     $    3,178
     Income taxes, net                                              $      846     $       12
</TABLE>

   See accompanying notes to the condensed consolidated financial statements.

                                       5
<PAGE>

                           NORTHLAND CRANBERRIES, INC.
              NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS

NOTE 1   BASIS OF PRESENTATION
- ------------------------------

     The condensed  consolidated  financial statements included herein have been
prepared by the Company without audit,  pursuant to the rules and regulations of
the  Securities  and Exchange  Commission.  In the opinion of the  Company,  the
foregoing  statements  contain all  adjustments  necessary to present fairly the
financial  position of the Company as of February 29,  2000,  the results of its
operations for the three-month and six-month periods ended February 29, 2000 and
February 28, 1999,  respectively,  and its cash flows for the six-month  periods
ended  February  29, 2000 and February 28,  1999,  respectively.  The  Company's
consolidated  balance sheet as of August 31, 1999 included herein has been taken
from the  Company's  audited  financial  statements of that date included in the
Company's latest annual report.

     Certain information and footnote disclosures normally included in financial
statements prepared in accordance with generally accepted accounting  principles
have been omitted pursuant to such rules and  regulations,  although the Company
believes that the disclosures are adequate to make the information presented not
misleading.  It is suggested that these  condensed  financial  statements can be
read in conjunction with the financial statements and the notes thereto included
in the Company's latest annual report.

    The Company periodically reviews long-lived assets to assess recoverability,
and  impairments  will  be  recognized  in  operating  results  if  a  permanent
diminution in value occurs.


                                       6
<PAGE>
ITEM 2.   MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL
- -----------------------------------------------------------
          CONDITION AND RESULTS OF OPERATIONS
          -----------------------------------

GENERAL

     On March 8, 2000,  after the end of our fiscal second quarter,  we sold the
inventory, raw materials, contracts and intangible assets comprising our private
label  juice  business  to  Cliffstar  Corporation  in  return  for  Cliffstar's
promissory  note for $28 million,  bearing  interest at a rate of 10% per annum,
and  approximately  $6.3  million in cash related to  inventory  transferred  to
Cliffstar on the closing date. We are also entitled to receive  approximately $4
million in installment  payments over the remainder of fiscal 2000 for cranberry
concentrate sold to Cliffstar.  We may also receive  additional amounts pursuant
to an earn out  provision  over a period of six years from the closing  date. We
also entered into a co-packing  agreement  with  Cliffstar  pursuant to which we
will  process  certain  juice  products  for  Cliffstar,  as well as a cranberry
purchase agreement pursuant to which Cliffstar will purchase cranberries from us
for use in its juice products. No plants or equipment were included in the sale.
Our private label juice business  represented  approximately  $43 million of the
Company's $237 million in fiscal 1999 revenues and  approximately $19 million of
the Company's  $144 million in revenues for the first six months of fiscal 2000.
As a result of the sale, we expect to realize an after-tax gain of approximately
$1.2 million,  or approximately  $0.06 per share, in the third quarter of fiscal
2000.

     On  March  30,  2000,  the  Cranberry   Marketing   Committee  forwarded  a
recommendation to the U.S.  Secretary of Agriculture to invoke a marketing order
that would limit the amount of fruit that could be  harvested  and  delivered to
handlers during the domestic 2000 crop year. The  recommendation  consisted of a
maximum producer allotment of approximately 85% of a grower's average historical
harvest. The recommendation,  if approved,  would limit the total 2000 cranberry
crop to  approximately  5.4 million barrels.  We cannot determine  whether or to
what extent this order, if adopted, would impact our results of operations.

RESULTS OF OPERATIONS

     Total  revenues  for the three  months  ended  February 29, 2000 were $68.6
million,  a 24.9%  increase  over  revenues of $55.0 million in the prior year's
second  quarter.  Revenues  for the  six-month  period  ended  February 29, 2000
increased  60.7% to $143.6  million from $89.3 million during the same period in
fiscal 1999. The increased  revenues were primarily due to the effects of a full
six months of sales of our Seneca  branded  products,  as well as increases over
the prior  year  period  in our  co-packing  sales and sales to the  foodservice
channels.  Trade  industry data for the 12-week  period ended  February 27, 2000
showed that our  Northland  brand 100% juice  products  achieved an 11.1% market
share of the supermarket  shelf-stable cranberry beverage category on a national
basis,  down from a 12.8% market share for the 12-week period ended February 28,
1999. However,  that decrease was offset by gains in market share as a result of
our  successful  launch  of our  Seneca  brand  cranberry  juice  product  line,
resulting in a total combined market share of supermarket shelf-stable cranberry
beverages for our Northland  and Seneca  branded  product lines of 13.6% for the
12-week period ended February 27, 2000.

     In the second  quarter of fiscal  2000,  we took a $27.0  million  pre-tax,
non-cash,  lower of cost or market  charge to cost of sales  which  resulted  in
reducing the carrying  value of our  cranberry  inventory to market  value.  The
charge amounted to an $0.81 per share loss on an after-tax basis. The write-down
was required under generally accepted  accounting  principles as a result of (i)
the rapid decline in per-barrel  prices of  cranberries  from $85 only two years
ago to  around  $20 or less  today  caused  by three  straight  industry  record
cranberry  crops;  (ii) our  historical  fixed  price  cranberry  crop  purchase
contracts  with other  growers that locked in these higher prices to growers who
delivered their cranberries to us; and (iii) the increased levels of competitive
price  discounting  and  selling  activities  necessary  to sell  product in the
marketplace.  We have revised our cranberry crop purchase agreements so that our
cranberry  crop  purchase  pricing now adjusts to  correspond  with then current
cranberry market prices.  Additionally,  the Cranberry  Marketing  Committee has
recently  recommended a federal  marketing order for adoption which, if adopted,
could reduce the industry-wide  cranberry crop for the year 2000 from the levels


                                       7
<PAGE>
ITEM 2.   MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL
- -----------------------------------------------------------
          CONDITION AND RESULTS OF OPERATIONS (CONT.)
          ------------------------------------------


that would have otherwise existed. We cannot determine whether or to what extent
this marketing  order,  if adopted,  would impact our results of operations.  We
expect  that  the  inventory  write-down  will  reduce  the cost of sales of our
branded  cranberry  juice  products,  positively  impacting gross margins in the
future.

     Cost of sales  for the  second  quarter  of fiscal  2000 was $73.0  million
compared to $34.7  million for the second  quarter of fiscal 1999,  resulting in
gross margins of (6.4)% and 36.8% in each respective  period.  Cost of sales for
the  six-month  period ended  February 29, 2000 was $124.6  million  compared to
$55.2 million in the same period in fiscal 1999, yielding gross margins of 13.2%
and 38.2%,  respectively.  Cost of sales without taking into account the effects
of the inventory  write-down would have been $46.0 million and $97.6 million for
the three- and  six-month  periods  ended  February 29,  2000,  which would have
resulted  in gross  margins of 32.9% and 32.0%,  respectively.  The  decrease in
gross  margin in fiscal  2000 was  primarily  due to the lower of cost or market
inventory  write-down.  We expect that our gross margins during the remainder of
fiscal 2000 should be higher due to lower cost of goods sold  resulting from the
inventory  write-down  and the recent sale of our private label juice  business.
However,  our gross  margins  will  continue to be  dependent  upon our relative
product mix and competitive market conditions.

     Additionally,  in the second quarter of fiscal 2000, we took a pre-tax $3.8
million  charge to earnings  (selling,  general and  administrative  expense) in
order to  provide  for  certain  uncollectible  accounts  receivable  related to
unauthorized  customer  deductions  and  discounts.  The charge  amounted  to an
approximate $0.11 per share loss on an after-tax basis. We intend to continue to
pursue collection of these amounts where it is cost effective to do so.

     Selling,  general and administrative  expenses were $26.6 million, or 38.8%
of total revenues,  for the three-month  period ended February 29, 2000 compared
to $18.1  million,  or 33.0% of total revenues in the prior year's second fiscal
quarter.  Selling,  general and administrative  expenses were $46.5 million,  or
32.4% of total  revenues,  for the  six-month  period  ended  February 29, 2000,
compared to $30.5 million, or 34.1% of total revenues, during the same period in
the prior  fiscal year.  This  increase in selling,  general and  administrative
expenses was  primarily  attributable  to (i) the  provision  for  uncollectible
accounts  receivable  discussed  above;  (ii) costs  related  to our  aggressive
marketing  campaign to support the development and growth of our Northland brand
100% juice products and Seneca brand juice  products;  (iii) expenses to support
our Seneca  brand;  (iv) one-time  unanticipated  expenses  associated  with the
national  introduction  of our new easy grip  bottle;  and (v)  other  increased
expenses and materials  costs. We expect to continue to spend heavily on support
and  development  of our brand  through the remainder of fiscal 2000 in light of
the expected  continued heavy price discounting and promotional  activity by our
competition.

     Interest  expense  was $3.5  million  and $6.4  million  for the three- and
six-month  periods  ended  February  29, 2000  compared to $2.0 million and $3.3
million  during the same  periods in fiscal  1999.  The increase in our interest
expense was largely due to increased debt levels during the three-and  six-month
periods as a result of  funding  previous  acquisitions  and  increased  working
capital needs.

     Net loss and per share  loss for the  three- and  six-month  periods  ended
February 29, 2000 were  $21,036,000,  or $1.04 per share,  and  $20,714,000,  or
$1.02 per share, respectively,  compared to fiscal 1999 second quarter and first
six months' net income and per share earnings


                                       8
<PAGE>

ITEM 2.   MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL
- -----------------------------------------------------------
          CONDITION AND RESULTS OF OPERATIONS (CONT.)
          ------------------------------------------


of $67,000, or $0.00 per share, and $188,000, or $0.01 per share,  respectively.
Approximately  $16.5 million of the net after-tax loss was  attributable  to the
non-cash  inventory  market  write-down.  Approximately  $2.3 million of the net
after-tax loss was attributable to the provision for  uncollectible  receivables
related to unauthorized  customer  deductions and discounts.  Approximately $2.2
million and $1.9 million of the net loss was  attributable  to operations in the
three- and six-month periods ended February 29, 2000, respectively.

FINANCIAL CONDITION

     Net cash used for operating  activities  was $16.4 million in the first six
months of fiscal 2000 compared to $31.9 million used for operating activities in
the same period in fiscal 1999.  Net cash used for operating  activities  during
the first six  months of fiscal  2000 was the  result of  increases  in  current
assets exceeding increases in current  liabilities during the period.  Inventory
increased  $11.0  million,  net of the $27.0 million  non-cash  lower of cost or
market  adjustment,  due primarily to the fall harvest of our crop, our purchase
of raw cranberries from other  independent  cranberry  growers,  our purchase of
Concord  grapes from an  independent  growers'  cooperative,  and  increased raw
materials and finished goods  inventories  to support our juice sales.  Accounts
receivable  and other current  assets  decreased  $4.2 million  primarily due to
changes in collection practices and reduced sales.  Accounts payable and accrued
liabilities  increased $19.1 million due primarily to increased inventory levels
and marketing spending. Working capital decreased $14.6 million to $95.9 million
at February 29, 2000 compared to working capital of $110.5 million at August 31,
1999.  Our current  ratio  decreased to 3.0 to 1.0 from 4.6 to 1.0 at August 31,
1999.

     Net cash used for  investing  activities  decreased  during  the  six-month
period ended  February 29, 2000 to $5.0  million from $33.5  million  during the
same period in the prior fiscal year. The decrease was principally the result of
the acquisition of the Seneca juice business in fiscal 1999.

     Net  cash  provided  by  financing  activities  was  $20.7  million  in the
six-month  period ended February 29, 2000,  compared to $65.7 million during the
same period in the prior fiscal year.  Our debt  increased  $22.1 million in the
first six months of fiscal 2000  primarily  due to cash used in  operations  and
purchases of property and equipment.  Our total debt (including current portion)
was $173.0 million at February 29, 2000 for a total debt-to-equity ratio of 1.25
to 1.00  compared  to total debt of $150.2  million  and a total  debt-to-equity
ratio of 0.94 to 1.00 at August 31, 1999. We utilize our  revolving  bank credit
facility,  together with cash  generated  from  operations,  to fund our working
capital  requirements  throughout  the fiscal year. As of February 29, 2000, the
principal amount  outstanding under our new revolving credit facility was $147.4
million,  with an additional $7.6 million available under our credit facilities.
Effective in the second  quarter of fiscal  2000,  we obtained a waiver from our
syndicate of bsnks of certain  covenant  defaults under our credit facility that
resulted primarily from the write-down of inventory.  Additionally, we agreed to
modification  of certain  covenants  related to our performance in the third and
fourth  quarters of this fiscal year. We believe we will likely need to continue
to renegotiate  the terms of our credit facility prior to the end of this fiscal
year. We believe that our credit  facilities,  together with cash generated from
operations  and our intended  actions to reduce our  near-term  working  capital
requirements, should be sufficient to fund our ongoing operational needs for the
upcoming third fiscal quarter.


                                       9
<PAGE>

                SPECIAL NOTE REGARDING FORWARD-LOOKING STATEMENTS
                -------------------------------------------------

     We make certain "forward-looking  statements," in this Form 10-Q, including
statements  about our future  plans,  goals and other  events  that have not yet
occurred. We intend that these statements will qualify for the safe harbors from
liability  established by the Private Securities  Litigation Reform Act of 1995.
You can generally identify these forward-looking  statements because the context
of  such  statements  will  include  words  such as  "believes,"  "anticipates,"
"expects,"  or words of similar  import.  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) strategic
actions  of our  competitors  in  pricing,  marketing,  and  advertising,  (iii)
aggressive  spending to support our  branded  products;  (iv) the results of the
sale of our private label business; (v) the ultimate adoption and implementation
of marketing  orders of the Cranberry  Marketing  Committee of the United States
Department of Agriculture;  and (vi) agricultural factors affecting our crop and
the crop of other North American  growers.  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 management's  knowledge
and  expectations on the date of this Form 10-Q. We will not necessarily  update
these  statements or other  information in this Form 10-Q based on future events
or circumstances.




ITEM 3. QUANTITATIVE AND QUALITATIVE DISCLOSURE ABOUT MARKET RISK.
- ------------------------------------------------------------------

     We have not  experienced  any  material  changes in our  market  risk since
August 31, 1999.


                                       10
<PAGE>
                           PART II - OTHER INFORMATION

ITEM 4. SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS.
- -----------------------------------------------------------

     At the Company's  annual meeting of  shareholders  held on January 5, 2000,
John C. Seramur, Jeffrey J. Jones, John Swendrowski,  Patrick F. Brennan, Robert
E. Hawk, LeRoy J. Miles and Pat Richter were elected as directors of the Company
for terms  expiring at the 2001 annual meeting of  shareholders  and until their
successors  are duly  qualified and elected.  As of the November 19, 1999 record
date for the  annual  meeting,  19,702,221  shares  of Class A Common  Stock and
636,202 shares of Class B Common Stock were outstanding and eligible to vote. Of
these,  17,753,177  shares  of Class A Common  Stock  and all  shares of Class B
Common  Stock  voted at the  meeting  in person or by proxy.  Class A shares are
entitled  to one vote each,  while  Class B shares are  entitled  to three votes
each.  The following  table sets forth certain  information  with respect to the
election of directors at the annual meeting:

                                                                Shares
       Name of Nominee           Shares Voted For        Withholding Authority
       ---------------           ----------------        ---------------------

       John C. Seramur              19,484,480                  177,303
       Jeffrey J. Jones             19,486,537                  175,246
       John Swendrowski             19,484,847                  176,936
       Patrick F. Brennan           19,485,300                  176,483
       Robert E. Hawk               19,480,558                  181,225
       LeRoy J. Miles               19,486,102                  175,681
       Pat Richter                  19,477,815                  183,968



                                       11
<PAGE>

ITEM 6.  EXHIBITS AND REPORTS ON FORM 8-K.
- -----------------------------------------

A.   Exhibits

     Exhibits  filed  with this  Form 10-Q  report  are  incorporated  herein by
     reference to the Exhibit Index accompanying this report.

B.   Form 8-K

     We did not file any  reports  on Form 8-K during  the  quarterly  period to
     which this Form 10-Q relates.  We filed the  following  reports on Form 8-K
     during the third quarter of fiscal 2000 through the date of this  Quarterly
     Report on Form 10-Q:

           Date Filed       Date of Report           Item
           ----------       --------------           ----

         March 8, 2000      March 7, 2000       Item 5 - Announcement of
                                                Retention of Investment
                                                Bankers, Earnings Charge and
                                                Earnings Results

         March 23, 2000     March 8, 2000       Item 2 - Disposition of Private
                                                Label Juice Business


                                       12
<PAGE>

                                    SIGNATURE


     Pursuant to the  requirements  of the Securities  Exchange Act of 1934, the
Company  has  duly  caused  this  report  to be  signed  on  its  behalf  by the
undersigned Chief Financial Officer thereunto duly authorized.


                                    NORTHLAND CRANBERRIES, INC.



DATE: April 14, 2000                    By: /s/ John Pazurek
                                        --------------------
                                        John Pazurek
                                        Chief Financial Officer


                                       13
<PAGE>
                                  EXHIBIT INDEX

      Exhibit No.    Description

          4.1        Collateral Pledge Agreement, dated April 13, 2000.

          4.2        Third Amendment to Credit  Agreement and Limited
                     Waiver, dated effective February 29, 2000, by and among
                     Northland Cranberries, Inc., various financial institutions
                     and Firstar Bank, N.A., as agent.

          27         Financial Data Schedule



                                       14


                           COLLATERAL PLEDGE AGREEMENT

                              Date: April 13, 2000



BORROWER: NORTHLAND CRANBERRIES, INC.
          800 First Avenue South
          Wisconsin Rapids, Wisconsin  54495-8020

AGENT:    FIRSTAR BANK, N.A.
          777 East Wisconsin Avenue
          Milwaukee, Wisconsin  53202
          Attention: Randy D. Olver, Senior Vice President

     1. Security Interest and Collateral.  To secure the payment and performance
of each and every debt,  liability and obligation of every type and  description
which Northland Cranberries,  Inc., a Wisconsin corporation (the "Company"), may
now or at any time  hereafter  owe under or arising out of that  certain  Credit
Agreement dated as of March 15, 1999, as amended as of May 1, 1999, December 29,
1999 and on the date hereof (as so amended, the "Credit  Agreement"),  among the
Company,  Firstar  Bank,  N.A.,  as agent (the  "Agent")  and certain  financial
institutions  (together  with  their  respective  successors  and  assigns,  the
"Banks")  enumerated in the Credit  Agreement  (whether such debt,  liability or
obligation now exists or is hereafter created or incurred,  and whether it is or
may be direct or indirect, due or to become due, absolute or contingent, primary
or  secondary,  liquidated  or  unliquidated,  or  joint,  several  or joint and
several;  all such debts,  liabilities and obligations being herein collectively
referred to as the "Obligations"), the Company hereby grants the Agent, as agent
for itself and the other Banks, a security interest (herein called the "Security
Interest")  in and with respect to the entire  right,  title and interest of the
Company in that  certain  Promissory  Note dated  March 8, 2000 in the  original
principal amount of $28,000,000 payable by Cliffstar  Corporation  ("Cliffstar")
to the Company (the  "Cliffstar  Note"),  together with all rights in connection
with such property,  including,  without limitation,  all principal and interest
payable on the  Cliffstar  Note (herein  called the  "Collateral").  Capitalized
terms used herein and not defined  shall have the meanings  assigned  thereto in
the Credit Agreement.

     2.  Representations,  Warranties  and  Covenants.  The Company  represents,
warrants and covenants that:

          (a) The Company will duly endorse, in blank, each and every instrument
     constituting  Collateral  by  signing  on said  instrument  or by signing a
     separate document of assignment or transfer, if requested by the Agent.

          (b) The Company is the owner of the  Collateral  free and clear of all
     liens,  encumbrances,  security  interests  and  restrictions,  except  the
     Security  Interest,  any  restrictive  legend  appearing on any  instrument
     constituting Collateral and any Permitted Liens.
<PAGE>

          (c) The Company will keep the  Collateral  free and clear of all liens
     encumbrances  and  security  interests,  except the  Security  Interest and
     Permitted Liens.

          (d) The Company will pay,  when due, all taxes and other  governmental
     charges levied or assessed upon or against the Collateral.

          (e) At any time,  upon request by the Agent,  the Company will deliver
     to  the  Agent  all  notices,   financial  statements,   reports  or  other
     communications  received  by the  Company  as an  owner  or  holder  of the
     Collateral.

     3. Rights of the Agent.  The Company  agrees that the Agent may at any time
after the  occurrence  of a Default and without  notice or demand of any kind to
the Company,  (i) notify Cliffstar or the obligor on or issuer of any Collateral
to make payment to the Agent of any amounts due or distributable thereon for the
pro-rata  accounts of the Banks;  (ii) in the Company's name or the Agent's name
enforce collection of any Collateral by suit or otherwise, or surrender, release
or exchange all or any part of it, or compromise, extend or renew for any period
any obligation  evidenced by the  Collateral;  (iii) receive all proceeds of the
Collateral;  and (iv) hold any increase or profits  received from the Collateral
as additional security for the Obligations,  except that any money received from
the  Collateral  shall,  at the Agent's  option,  be applied in reduction of the
Obligations for the pro-rata accounts of the Banks, in such order of application
as the Agent may determine, or be remitted to the Company.

     4. Events of Default. Each of the following occurrences shall constitute an
event of default under this Agreement  (herein  called "Event of Default"):  (i)
the  Company  shall  fail to pay any or all of the  Obligations  when due  after
giving  effect to any grace or cure  period or shall  fail to observe or perform
any  covenant or  agreement  herein  binding on it  contained  herein;  (ii) any
representation or warranty by the Company set forth in this Agreement or made to
the Agent in any financial statements or reports submitted to the Agent by or on
behalf of the Company shall prove  materially false or misleading as of the date
when made; or (iii) an Event of Default shall occur under the Credit Agreement.

     5.  Remedies  upon Event of  Default.  Upon the  occurrence  and during the
continuance of an Event of Default and in addition to any remedies the Agent may
have under Paragraph 3, above,  the Agent may exercise,  upon instruction of the
Required Banks, any one or more of the following rights or remedies on behalf of
the Banks:  (i) declare all  unmatured  Obligations  to be  immediately  due and
payable in accordance with the terms of the Credit Agreement, and the same shall
thereupon be immediately due and payable, without presentment or other notice or
demand;  (ii) exercise and enforce any or all rights and remedies available upon
default to the Banks under the Uniform Commercial Code as in effect from time to
time in the State of Wisconsin, including the right, upon thirty (30) days prior
written notice to Company by the Agent of its intent to sell the Collateral,  to
offer and sell the Collateral privately to purchasers who will agree to take the
Collateral for investment and not with a view to distribution and who will agree
to the imposition of restrictive  legends on the  instruments  representing  the
Collateral, and the right to arrange for a sale which would otherwise qualify as
exempt from registration under the Securities Act of 1933; and (iii) upon thirty
(30) days prior written  notice to Company


                                       2
<PAGE>

by the Agent  exercise or enforce any or all other rights or remedies  available
to the Agent by law or agreement  against the  Collateral or against the Company
or any other person with respect to the Collateral.

     6. Miscellaneous.  Any disposition of the Collateral in the manner provided
in Paragraph 5 shall be deemed  commercially  reasonable.  This Agreement can be
waived, modified,  amended,  terminated or discharged, and the Security Interest
can be released, only explicitly in a writing made in accordance with the Credit
Agreement.  Any  modification  or amendment to this Agreement must be in writing
signed by the Company, the Agent, and the Required Banks. A waiver signed by the
Agent and the Required  Banks shall be effective  only in the specific  instance
and for the  specific  purpose  given.  Mere  delay or  failure to act shall not
preclude  the  exercise or  enforcement  of any of the rights or remedies of the
Banks.  All rights and  remedies  of the Banks  shall be  cumulative  and may be
exercised  singularly or concurrently,  at the option of the Required Banks, and
the exercise or  enforcement  of any one such right or remedy shall neither be a
condition  to nor bar the  exercise  or  enforcement  of any other.  All notices
hereunder  shall  be  deemed  sufficiently  given  if  delivered  or  mailed  in
accordance with the applicable notice  provisions of the Credit  Agreement.  The
Agent's duty of care with respect to Collateral in its possession (as imposed by
law)  shall be  deemed  fulfilled  if the  Agent  exercises  reasonable  care in
physically  safekeeping  such  Collateral  or, in the case of  Collateral in the
custody or possession of a bailee or other third  person,  exercises  reasonable
care in the  selection of the bailee or other third  person,  and the Agent need
not otherwise preserve,  protect,  insure or care for any Collateral.  The Agent
shall not be obligated to preserve any rights the Company may have against prior
parties,  to exercise at all or in any particular manner any voting rights which
may be available with respect to any Collateral, to realize on the Collateral at
all or in any  particular  manner or order,  or to apply  any cash  proceeds  of
Collateral in any particular  order of  application.  The Company will reimburse
the Agent  for all  expenses  (including  reasonable  attorneys'  fees and legal
expenses) incurred by the Agent in the protection, defense or enforcement of the
Security  Interest,  including expenses incurred in any litigation or bankruptcy
or insolvency proceedings. This Agreement shall be binding upon and inure to the
benefit   of  the   Company   and  the  Banks  and   their   respective   heirs,
representatives, successors and assigns and shall take effect when signed by the
Company and delivered to the Agent, and the Company waives notice of the Agent's
or the  Banks'  acceptance  hereof.  If any  provision  or  application  of this
Agreement is held unlawful or unenforceable  in any respect,  such illegality or
unenforceability  shall not affect other provisions or applications which can be
given  effect,  and this  Agreement  shall be  construed  as if the  unlawful or
unenforceable  provision  or  application  had never  been  contained  herein or
prescribed  hereby.  All  representations  and  warranties   contained  in  this
Agreement  shall  survive  the  execution,  delivery  and  performance  of  this
Agreement and the creation and payment of the Obligations.  This Agreement shall
be governed by the  internal  laws  (other than  conflict  laws) of the State of
Wisconsin.  Each party  consents to the personal  jurisdiction  of the state and
federal  courts  located in the  Milwaukee,  Wisconsin,  in connection  with any
controversy related to this Agreement.


                                       3
<PAGE>

     THE  PARTIES  WAIVE ANY RIGHT TO TRIAL BY JURY IN ANY ACTION OR  PROCEEDING
BASED ON OR PERTAINING TO THIS AGREEMENT.


                                       NORTHLAND CRANBERRIES, INC.



                                       By: /s/ John Swendrowski
                                          ------------------------------------
                                          Chairman and Chief Executive Officer



                                       4




                                                                  EXECUTION COPY

                       THIRD AMENDMENT TO CREDIT AGREEMENT
                               AND LIMITED WAIVER



FIRSTAR BANK, N. A., as Agent
(formerly known as Firstar Bank Milwaukee, N. A.)
Milwaukee, Wisconsin
and The Financial Institutions Identified Herein

Ladies and Gentlemen:

     The undersigned,  NORTHLAND CRANBERRIES, INC., a Wisconsin corporation (the
"Company") hereby requests that the undersigned financial institutions (together
with their respective successors and assigns,  collectively,  the "Banks") agree
to further amend the Credit  Agreement dated as of March 15, 1999, as amended as
of May 1,  1999 and  December  29,  1999  (the  "Credit  Agreement"),  among the
Company,  certain of the Banks and Firstar Bank,  N. A., as agent,  and to waive
certain defaults,  all on the terms and conditions set forth below.  Capitalized
terms used herein and not defined  shall have the meanings  assigned  thereto in
the Credit Agreement.

     1. Amendment to Section 1.1.  Section 1.1 of the Credit  Agreement shall be
amended to read as follows:

          Section 1.1.  The  Revolving  Credit.  Subject to all of the terms and
     conditions  hereof,  each Bank,  severally and for itself alone,  agrees to
     extend such Bank's Percentage of a revolving credit facility to the Company
     which may be availed of by the Company in its discretion from time to time,
     be repaid and used  again,  during the period  from the date  hereof to and
     including the  Revolving  Credit  Termination  Date.  The revolving  credit
     facility may be utilized by the Company in the form of (i) revolving credit
     loans   (individually  a  "Revolving  Credit  Loan"  and  collectively  the
     "Revolving  Credit  Loans") from the Banks  according  to their  respective
     Percentages,  (ii) swing line loans  (individually  a "Swing Line Loan" and
     collectively,  the "Swing Line Loans") from the Swing Line Lender, pursuant
     to Section 1.2 hereof,  and (iii) L/Cs issued by the Issuer upon request of
     the  Company and in which each Bank shall have  purchased a  participation,
     provided that the aggregate  amount of the  Revolving  Credit Loans,  Swing
     Line Loans,  Reimbursement  Obligations and the maximum amount available to
     be drawn  under all L/Cs  outstanding  at any one time shall not exceed One
     Hundred Fifty Five Million  Dollars  ($155,000,000),  which amount shall be
     reduced by Five Million Dollars ($5,000,000) on the last day of each of the
     first and third fiscal  quarters of the Company  commencing with the fiscal
     quarters  ending  November  30,  2000  and  May  31,  2001  and  continuing
     thereafter  until the Revolving  Credit  Termination Date (as so reduced at
     any time, the "Revolving  Credit  Commitment").  All Revolving Credit Loans
     shall be evidenced by Revolving Credit Notes of the Company (the "Revolving
     Credit Notes")  payable to the order of each of the Banks in the amounts of
     their respective  Percentages


<PAGE>

     of the  Revolving  Credit  Commitment  (prior to giving  any  effect to any
     reduction  in the amount  thereof),  such  Revolving  Credit Notes to be in
     substantially  the form attached  hereto as Exhibit 1.1.  Without regard to
     the face  principal  amounts of each of the  Revolving  Credit  Notes,  the
     actual principal amount at any time outstanding and owing by the Company on
     account   thereof  during  the  period  ending  on  the  Revolving   Credit
     Termination  Date shall be the sum of all  Revolving  Credit  Loans then or
     theretofore  made thereon less all  principal  payments  actually  received
     thereon during such period.

     2. Amendment to Section 3.3.  Section 3.3 of the Credit  Agreement shall be
amended to add the following sentence at the end of such Section:

     In the event Cliffstar  Corporation  ("Cliffstar") shall at any time prepay
     in the case of clause  (a) or pay in the case of clause  (b) (a  "Cliffstar
     Prepayment")  all or any portion of (a) that certain  Promissory Note dated
     March 8, 2000 in the original  principal  amount of $28,000,000  payable by
     Cliffstar  to the  Company  (the  "Cliffstar  Note"),  or (b) the  "Earnout
     Termination  Payment" (as defined in that certain Asset Purchase  Agreement
     dated January 5, 2000 by and between Cliffstar and the Company,  as amended
     by that certain First  Amendment to Asset  Purchase  Agreement  dated as of
     March 8, 2000 (as so amended,  the "Asset  Purchase  Agreement")),  in each
     case  other  than  in  connection  with  regularly  scheduled  payments  of
     principal  and/or  interest,  as the case may be, and in the case of clause
     (a)  regular  payments  of the  "Earnout  Amount"  (as defined in the Asset
     Purchase  Agreement)  that are applied  against the principal due under the
     Cliffstar  Note,  the Company  shall,  not later than 5:00 p.m.  (Milwaukee
     time) on the  Business  Day  following a Cliffstar  Prepayment,  pay to the
     Agent  for  the pro  rata  account  of the  Banks  as and  for a  mandatory
     prepayment  on the  Revolving  Credit  Notes,  the amount of the  Cliffstar
     Prepayment.

     3. Amendment to Section 3.4.  Section 3.4 of the Credit  Agreement shall be
amended to add the following sentence at the end of such Section:

     In the event of any Cliffstar  Prepayment,  the Revolving Credit Commitment
     shall be  reduced,  without  any  action  by or  notice  on the part of the
     Company,  to the difference between (a) the Revolving Credit Commitment and
     (b) the sum of the  aggregate  amount of any  partial  terminations  of the
     Revolving  Credit  Commitment  pursuant to this  Section  prior to the date
     hereof and the amount of the Cliffstar Prepayment.

     4. Amendment to Section 7.4.  Section 7.4 of the Credit  Agreement shall be
amended to read as follows:

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


                                       2
<PAGE>

               (a) as soon as  available,  and in any event  within  thirty (30)
          days after the close of each monthly fiscal period of the Company,  an
          unaudited,  consolidated balance sheet and consolidated  statements of
          income of the  Company as at the end of and for such month and for the
          year-to-date  period then ended, in reasonable detail and, in the case
          of the quarterly financial statements, stating in comparative form the
          figures for the corresponding  date and periods in the previous fiscal
          year,  all prepared in  accordance  with general  accepted  accounting
          principles,  subject to year-end audit  adjustments and the absence of
          footnotes; and

               (b) as soon as available, and in any event within forty five (45)
          days after the close of each quarterly fiscal period of the Company, a
          copy of the  Quarterly  Report on Form 10-Q filed with the  Securities
          and Exchange Commission (the "SEC"); and

               (c) as soon as  available,  and in any event  within  ninety (90)
          days after the close of each fiscal  year,  a copy of the audit report
          for such  year and  accompanying  consolidated  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 and its  Subsidiaries  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 reasonably  acceptable
          to the Agent; and

               (d) each of the consolidated  financial  statements  furnished to
          the Agent  pursuant  to  paragraphs  (a),  (b) and (c) above  shall be
          accompanied  by a  Compliance  Certificate  in the form of Exhibit 7.4
          attached hereto signed by its Vice President-Finance; and

               (e)  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  Annual  Report  on  Form  10-K,  including
          financial statements audited by Deloitte & Touche or other independent
          public accountants of nationally  recognized  standing selected by the
          Company and reasonably acceptable to the Agent; and

               (f) promptly upon the mailing thereof to the  shareholders of the
          Company generally,  copies of all consolidated  financial  statements,
          reports  (including the Company's Annual Report to  Shareholders)  and
          proxy statements so mailed; and

               (g) as soon as  available,  and in any event  within  thirty (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,


                                       3
<PAGE>

          such plan to be in  reasonable  detail  prepared by the Company and in
          form reasonably satisfactory to the Agent.

     5. Amendment to Section 7.6.  Section 7.6 of the Credit  Agreement shall be
amended to read as follows:

          Section  7.6  Consolidation  and  Merger.  Neither the Company nor any
     Subsidiary will consolidate with or merge into or sell all or substantially
     all of their  respective  assets to any Person,  without the prior  written
     consent of the Banks.

     6. Amendment to Section 7.8.  Section 7.8 of the Credit  Agreement shall be
amended to read as follows:

          Section 7.8. Minimum Tangible Net Worth. The Company will continuously
     maintain Tangible Net Worth (i) as of March 31, 2000 and through August 30,
     2000 of not less than One Hundred  Twenty Million  Dollars  ($120,000,000),
     and (ii) as of August 31, 2000 and  thereafter of not less than One Hundred
     Twenty Five Million Dollars ($125,000,000).

     7. Amendment to Section 7.9.  Section 7.9 of the Credit  Agreement shall be
amended to read as follows:

          Section 7.9. Fixed Charge Coverage Ratio.  The Company will not, as of
     the last day of each  fiscal  quarter  during the term  hereof,  permit its
     Fixed Charge Coverage Ratio to be less than the following ratios:

                                                     Minimum Fixed Charge
                                                     --------------------
          Period                                       Coverage Ratio
          ------                                       --------------

          April 1, 2000 to August 31, 2000             1.25   :   1.0
          September 1, 2000 to February 27, 2001       1.50   :   1.0
          February 28, 2001 and thereafter             1.75   :   1.0

     8. Amendment to Section 7.10. Section 7.10 of the Credit Agreement shall be
amended to read as follows:

          Section 7.10. Funded Debt to Capitalization.  The Company will not, as
     of the last day of each fiscal quarter  during the term hereof,  permit the
     ratio of its (i) Funded Debt to (ii) the sum of Funded Debt plus Net Worth,
     to exceed the following:

                                                 Maximum Funded Debt to
          Period                                  Capitalization Ratio
          ------                                  --------------------

          April 1, 2000 to August 31, 2000         .55    :   1.0
          September 1, 2000 and thereafter         .50    :   1.0


                                       4
<PAGE>

     9. Amendment to Section 8.1.  Section 8.1 of the Credit  Agreement shall be
amended by deleting the word "or" at the end of subsection (g) and the period at
the end of  subsection  (h) and  inserting in lieu thereof "; or" and adding the
following subsection (i):

               (i) There shall occur a "Change in Control"  with  respect to the
          Company.  For this purpose, a "Change in Control" means any one of the
          following:

                    (A)  Any  person or group of  persons  (as  defined  in Rule
                         13d-5  under  the  Securities  Exchange  Act of  1934),
                         together  with its  affiliates  become  the  beneficial
                         owner, directly or indirectly,  of more than 50% of the
                         then  outstanding  Common  Stock of the Company or more
                         than  50% of the  then  outstanding  securities  of the
                         Company entitled  generally to vote for the election of
                         directors ("Voting Securities");

                    (B)  The  Company  merges  with or into any  Person,  or any
                         Person merges with or into the Company in a transaction
                         in  which  the   outstanding   Voting   Securities  are
                         converted  into or exchanged  for cash,  securities  or
                         other  property  other  than a  transaction  where  the
                         Voting Securities outstanding immediately prior to such
                         transaction  are converted into or exchanged for voting
                         stock of the  surviving or  transferee  Person and such
                         voting stock  constitutes a majority of the outstanding
                         shares of voting stock of such  surviving or transferee
                         Person   (immediately   after  giving  effect  to  such
                         issuance); or

                    (C)  All or  substantially  all of the assets of the Company
                         and its Subsidiaries, on a consolidated basis, are sold
                         or disposed of.

     10.  Amendment  to Section  8.2.  The first  clause of Section 8.2 shall be
amended to read as follows:

          When any Event of Default, other than an Event of Default described in
     subsections  (g),  (h) or (i) of Section 8.1 hereof,  has  occurred  and is
     continuing,  the Agent upon  instruction  of the Required  Banks shall,  by
     notice to the Company, take either or both of the following actions:...

     11.  Amendment  to Section  8.3.  The first  clause of Section 8.3 shall be
amended to read as follows:

          When any Event of Default described in subsections 8.1(g),  8.1.(h) or
     8.1(i) has occurred and is continuing,...


                                       5
<PAGE>

     12.  Amendment  to Section 9.  Section 9 of the Credit  Agreement  shall be
amended by amending the definition of "Net Income" to read as follows:

          "Net  Income"  shall  mean   consolidated  net  income  determined  in
     accordance  with generally  accepted  accounting  principles,  consistently
     applied;  provided,  however,  that for  purposes  of  Section  7.9 of this
     Agreement,  Net Income  will be  calculated  without  giving  effect to the
     Company's February 29, 2000 $30,000,000 pre-tax extraordinary charge.

     13. Defaults and Limited Waiver. The Company hereby acknowledges and agrees
that  prior to giving  any  effect to the  amendments  to the  Credit  Agreement
contained  herein,  certain  Events of Default  have  occurred  under the Credit
Agreement on account of the Borrower's  failure to comply with the provisions of
Sections 7.8, 7.9 and 7.10 for the fiscal period ending  February 29, 2000. Upon
the  effectiveness of this Amendment in accordance with Paragraph 13, below, the
Banks agree to waive the Events of Default  described  above as of February  29,
2000.  This  waiver  shall not apply to any other  Events of  Default  under the
Credit Agreement whether now existing or occurring after the date hereof.

     14. Consent to Sale of Private Label Juice Business.  Pursuant to Paragraph
8 of the Second  Amendment to Credit  Agreement and Consent dated as of December
29, 1999, the Banks consented to the sale of the Company's "private label" juice
business  substantially  on the terms  outlined on Exhibit A to that  Amendment.
Subsequent to the date of such  Amendment,  and in the process of finalizing the
terms of the sale, certain terms outlined in such Exhibit A were changed and the
sale was consummated on the terms set forth on Exhibit A hereto. The Company has
delivered the original  Cliffstar  Note to the Agent and  concurrently  with the
execution  hereof will enter into a Collateral  Pledge Agreement in favor of the
Agent with respect to the Cliffstar Note. The definition of "Loan  Documents" in
the Credit Agreement shall be amended to include the Collateral Pledge Agreement
as one of the Loan  Documents.  Subject  to the  terms  and  conditions  of this
Amendment the  undersigned  Banks hereby ratify and confirm their consent to the
sale by the Company of those assets comprising the Company's private label juice
business on the revised terms.

     15. Field Exam. The Banks hereby reserve the right to require the Agent, on
their  behalf,  to conduct a field exam of the Company  and the  Company  hereby
acknowledges  such  reservation  and agrees to  cooperate  with the Agent in its
conduct of such an exam.  The Company  further agrees that such an exam would be
at the expense of the Company.

     16. Fees.

          (a) Amendment and Waiver Fee. In  consideration  of the Banks entering
     into this Amendment and providing the waivers set forth herein, the Company
     shall  pay to the  Agent  for the pro  rata  account  of the  Banks a fully
     earned,  non-refundable  fee in the amount of Three  Hundred  Eighty  Seven
     Thousand Five Hundred Dollars  ($387,500),  which fee shall be payable upon
     execution of this Amendment.


                                       6
<PAGE>

          (b) Change of Control Fee. In the event of a sale of substantially all
     of the assets of the Company or a majority of the outstanding  stock of the
     Company in one transaction or a series of related transactions, the Company
     agrees to pay to the Agent,  for the pro-rata  account of the Banks a fully
     non-refundable  fee in an amount equal to three fourths  percent  (.75%) of
     the  Revolving  Credit  Commitment.  The  provision in this  Amendment  for
     payment of such fees shall not  constitute  consent to such an action where
     required pursuant to the Credit Agreement.

     17.  Effectiveness.  This Amendment shall become  effective as of April 13,
2000 upon the Agent's  receipt of a copy of this  Amendment duly executed by the
Company and the Banks, together with the following:

          (a) a Collateral Pledge Agreement executed by the Company with respect
     to the Note to the  Company  from  the  Buyer of its  private  label  juice
     business;

          (b) a certificate  of the Secretary of the Company as to the continued
     effectiveness,  without  amendment,  of the Articles of  Incorporation  and
     Bylaws  of the  Company  delivered  to the  Agent on March  14,  1999,  the
     signatures of officers of the Company  authorized to execute this Amendment
     and the attached resolutions  authorizing the transactions  contemplated by
     this Amendment; and

          (c) Payment of the  amendment  and waiver fee  described  in Paragraph
     16(a), above.

     18.  Representations  and Warranties of the Company. In order to induce the
Banks to enter into this Amendment and in recognition of the fact that the Banks
are acting in reliance  thereupon,  the Company  represents  and warrants to the
Banks as follows:

          (a) The Company has the  corporate  power and authority to enter into,
     deliver and issue this Amendment and to continue to borrow under the Credit
     Agreement,  as amended  hereby.  Each of the Credit  Agreement,  as amended
     hereby,  and this  Amendment  when duly  executed on behalf of the Company,
     constitute  the  legal,  valid  and  binding  obligations  of the  Company,
     enforceable against the Company in accordance with their terms; and

          (b) The execution and delivery of this  Amendment and the  prospective
     borrowing  and  performance  by the  Company of its  obligations  under the
     Credit Agreement,  as amended hereby, have been authorized by all necessary
     action on the part of the Company; and

          (c) The representations and warranties of the Company contained in the
     Credit Agreement,  as amended hereby,  are true and correct in all material
     respects as of the date of this  Amendment  as though made on and as of the
     date of this Amendment; and

          (d) Except as provided in Paragraph 13, above,  as of the date of this
     Amendment  no Event of Default,  or default  which with the passage of time
     would


                                       7
<PAGE>

     constitute an Event of Default under the Credit Agreement, has occurred and
     is continuing; and

          (e) The  Company  is liable,  without  offset,  counterclaim  or other
     defense, for all obligations of the Company to the Banks; and

          (f) No information,  financial statement,  exhibit or report furnished
     by the  Company  to the Agent in  connection  with the  negotiation  of, or
     pursuant to, this Amendment, contains any material misstatement of fact, or
     omits to state a material  fact,  or omits any fact  necessary  to make the
     statements  contained therein,  in light of the circumstances in which they
     were made, not misleading as of the date when made.

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

     20. Miscellaneous.

          (a) Each reference in the Credit  Agreement to "this  Agreement" shall
     be deemed a reference to the Credit Agreement as amended by this Amendment.

          (b) In  accordance  with  Section  10.4 of the Credit  Agreement,  the
     Company shall pay or reimburse the Agent for all of its expenses, including
     reasonable  attorneys' fees and expenses,  incurred in connection with this
     Amendment,  for the  preparation,  examination and approval of documents in
     connection  herewith,  the  preparation  hereof and  expenses  incurred  in
     connection herewith.

          (c) This Amendment is being  delivered and is intended to be performed
     in the State of Wisconsin and shall be construed and enforced in accordance
     with the laws of that state without  regard for the principals of conflicts
     of laws.

          (d)  Except as  expressly  modified  or  amended  herein,  the  Credit
     Agreement  shall  continue in effect and shall continue to bind the parties
     hereto.  This Amendment is limited to the terms and  conditions  hereof and
     shall not  constitute  a  modification,  acceptance  or waiver of any other
     provision of the Credit Agreement.


                            [Signatures on next page]


                                       8
<PAGE>

     If  this  Third  Amendment  to  Credit  Agreement  and  Limited  Waiver  is
satisfactory  to you,  please  sign  the form of  acceptance  below.  Dated  and
effective as of the 13th day of April, 2000.

                                       Very truly yours,

                                       NORTHLAND CRANBERRIES, INC.


                                       By: /s/ John Swendrowski
                                          ------------------------------------
                                          Chairman and Chief Executive Officer

     Accepted and agreed to as of the day and year last above written.

                                        FIRSTAR BANK, N. A.


                                        By: /s/ Randy D. Olver
                                            -----------------------------------

                                        Address:

                                        777 East Wisconsin Avenue
                                        Milwaukee, Wisconsin  53202
                                        Attention: Randy D. Olver, Senior Vice
                                                   President


                                        NORWEST BANK MINNESOTA, N. A.


                                        By:____________________________________
                                        Its:___________________________________

                                        Address:

                                        Sixth Street and Marquette Avenue
                                        MAC N9305-114
                                        Minneapolis, Minnesota 55479
                                        Attention: Kenneth E. LaChance,
                                                   Assistant Vice President


                                       9
<PAGE>

                                        U.S. BANK NATIONAL ASSOCIATION


                                        By: /s/ Michael Fordney
                                            -----------------------------------

                                        Address:

                                        201 West Wisconsin Avenue
                                        Milwaukee, Wisconsin  53259-0911
                                        Attention: Michael Fordney, Senior
                                                   Vice President


                                        BANK OF AMERICA, NATIONAL
                                         ASSOCIATION


                                        By: /s/ Edward L. Cooper III
                                            -----------------------------------

                                        Address:

                                        231 South LaSalle Street
                                        Chicago, Illinois  60697
                                        Attention: Edward L. Cooper III, Senior
                                                   Vice President


                                        ST. FRANCIS BANK, F.S.B.


                                        By: /s/ John Tans
                                            -----------------------------------

                                        Address:

                                        13400 Bishops Lane, Suite 190
                                        Brookfield, Wisconsin  53005-6203
                                        Attention: John Tans, Vice President/
                                                   Commercial Banking


                                       10
<PAGE>

                                        M&I MARSHALL & ILSLEY BANK


                                        By: /s/
                                            -----------------------------------
                                             and

                                        By: /s/ Robert A. Nielsen
                                            -----------------------------------

                                        Address:

                                        770 North Water Street
                                        Milwaukee, Wisconsin  53202
                                        Attention:  Dennis D. Finnigan, Vice
                                                    President


                                        FLEET CAPITAL CORPORATION


                                        By: /s/ Edward M. Bartkowski
                                            -----------------------------------

                                        Address:

                                        20800 Swenson Drive, Suite 350
                                        Post Office Box 1641
                                        Waukesha, Wisconsin  53187
                                        Attention: Edward M. Bartkowski, Vice
                                                   President


                                        BANK ONE, NA


                                        By: /s/ Anthony F. Maggiore
                                            -----------------------------------

                                        Address:

                                        111 East Wisconsin Avenue
                                        Milwaukee, Wisconsin  53202
                                        Attention: Anthony F. Maggiore,
                                                   Managing Director


                                       11
<PAGE>

                                        LaSALLE BANK NATIONAL ASSOCIATION


                                        By: /s/ James A. Meyer
                                            -----------------------------------

                                        Address:
                                        411 East Wisconsin Avenue
                                        Milwaukee, Wisconsin  53202
                                        Attention: James A. Meyer, First Vice
                                                   President


                                       12


<TABLE> <S> <C>

<ARTICLE>                     5
<LEGEND>
THE SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
CONDENSED CONSOLIDATED FINANCIAL STATEMENTS OF NORTHLAND CRANBERRIES, INC.
AS OF AND FOR THE SIX MONTHS ENDED FEBRUARY 29, 2000 AND IS QUALIFIED IN ITS
ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER>                                   1000

<S>                             <C>
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>                              AUG-31-2000
<PERIOD-START>                                 SEP-01-1999
<PERIOD-END>                                   FEB-29-2000
<CASH>                                         62
<SECURITIES>                                   0
<RECEIVABLES>                                  29,501
<ALLOWANCES>                                   (729)
<INVENTORY>                                    107,150
<CURRENT-ASSETS>                               144,681
<PP&E>                                         212,276
<DEPRECIATION>                                 (42,137)
<TOTAL-ASSETS>                                 357,656
<CURRENT-LIABILITIES>                          (48,734)
<BONDS>                                        (170,495)
                          0
                                    0
<COMMON>                                       (203)
<OTHER-SE>                                     (138,224)
<TOTAL-LIABILITY-AND-EQUITY>                   (357,656)
<SALES>                                        143,588
<TOTAL-REVENUES>                               143,588
<CGS>                                          124,596
<TOTAL-COSTS>                                  46,547
<OTHER-EXPENSES>                               0
<LOSS-PROVISION>                               0
<INTEREST-EXPENSE>                             6,403
<INCOME-PRETAX>                                (33,958)
<INCOME-TAX>                                   (13,244)
<INCOME-CONTINUING>                            (20,714)
<DISCONTINUED>                                 0
<EXTRAORDINARY>                                0
<CHANGES>                                      0
<NET-INCOME>                                   (20,714)
<EPS-BASIC>                                  (1.02)
<EPS-DILUTED>                                  (1.02)


</TABLE>


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