ENDEAVOR, WIS. (RFD-TV) — Wisconsin’s cranberry industry contributes more than $1 billion to the state’s agricultural economy, but growers are navigating another challenging harvest while looking for new ways to expand demand and strengthen the industry’s future.
Sondra Brancel, an appraiser specializing in cranberry marshes and a member of the American Society of Farm Managers and Rural Appraisers (ASFMRA), joined Market Day Report to discuss this year’s harvest, the economics of cranberry production and innovations that could create new markets for the fruit.
Wisconsin Cranberry Harvest Faces Another Difficult Year
Brancel said Wisconsin cranberry growers are experiencing a second consecutive year of lower harvests, with untimely weather events, including hail, contributing to production challenges.
The 2026 harvest was nearing completion at the time of the interview, but final production numbers were not yet available.
Despite the difficult season, Brancel said there are encouraging signs for 2027, with growers already seeing potential in next year’s crop.
Wisconsin has about 25,000 acres of producing cranberry beds. The industry’s economic impact extends beyond the farms themselves to processing, transportation, suppliers, and other businesses that support production.
Processed Products Drive Demand
IN her interview with RFD-TV, Brancel said only about five percent of cranberries produced are sold as fresh fruit, while the vast majority go into processed products such as juice, sweetened dried cranberries, and sauce.
That makes continued demand for processed cranberry products especially important to growers.
She said research and innovation could help the industry find additional uses for cranberries and expand markets beyond traditional food products.
One effort underway in Wisconsin involves research into cranberry pigments as a potential natural food coloring, offering a possible application as food manufacturers explore alternatives to artificial and synthetic dyes.
Brancel also pointed to research examining the potential use of cranberries in addressing H. pylori, a type of bacteria that can affect the stomach.
She said developments in these areas could create new opportunities for the industry.
Cranberry Marshes Require Significant Investment
As an appraiser specializing in cranberry marshes, Brancel said these properties are more complex than traditional farmland.
Developing producing beds requires substantial investment, and the property also includes water systems, equipment, buildings, and other improvements necessary to operate the marsh.
The producing acreage is only part of the overall footprint. Additional land supports water resources, wetlands, and other functions associated with cranberry production.
Brancel said those resources are important to the operation and require ongoing management.
She emphasized that cranberry growers must consider the property’s full value, including the infrastructure and land management systems that support production.
Research and Innovation Offer Future Opportunities
Brancel said continued research will be important to helping growers navigate production challenges and identify new sources of demand.
Developing new cranberry products and food uses could provide additional markets for the fruit, while research into its natural pigments and potential health applications may open doors beyond traditional products.
She said the industry has opportunities ahead, especially as researchers and growers continue working to find new uses for the crop.
