The Wisconsin cranberry industry, led by the Wisconsin State Cranberry Growers Association, continues to thrive amid challenging weather conditions and ongoing shifts in agricultural practices. Grant Holley, the Executive Director of the Wisconsin State Cranberry Growers Association, reflects on his experience and the resilience of the cranberry farming community as the 2024 cranberry season unfolds.

Wisconsin, which produces 61% of the nation’s cranberries and 30% of the world’s supply, has faced unique weather challenges this year. According to Holley, the season has been a rollercoaster. "We’ve experienced damage from hail, a warm winter, and a wet summer—it’s been the whole gamut for us," he explained. Yet, despite these hurdles, the farmers' adaptability shines through. "Farmers evolve and adapt to the weather as it comes, day by day. Luckily, they have the knowledge and experience to make it work."

Holley highlighted the significance of this year marking the 20th anniversary of the cranberry being named the state fruit of Wisconsin. "It’s more than just a designation. Cranberries are a representation of Wisconsin and its people. It’s the community—processors, growers, neighbors—that makes this industry so strong. This recognition is a testament to that."

As Wisconsin farmers head into harvest, Holley reflected on the potential outcomes for the season. "At the start of the year, we thought we might be around 5 million barrels, and then maybe 4.9. Now, with the late-season heat helping the berries grow, we might even surpass 5 million. It’s anyone’s guess, but that’s agriculture for you."