Wisconsin’s cranberry industry, led by the Wisconsin State Cranberry Growers Association, continues to thrive amid challenging weather conditions and continued changes in agricultural practices. Grant Holley, executive director of the Wisconsin State Cranberry Growers Association, reflects on his experience and the resilience of the cranberry growing 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 had hail damage, a hot winter and a wet summer – it’s the whole gamut for us,” he said. Yet despite these obstacles, farmers’ ability to adapt shines through. “Farmers evolve and adapt to weather conditions, day after day. Fortunately, they have the knowledge and experience to make it work. »

Unpredictable weather conditions have raised concerns about the long-term impacts of climate change. “We wonder if these huge weather variations will become the norm. Climate change is a topic that producers are already paying close attention to,” noted Holley.

Despite the challenges, Holley is optimistic about the future of the cranberry industry in Wisconsin. “There is no doubt that we will continue to lead the country in cranberry production. It’s the people and the community that drive our success,” he said. He also credited Wisconsin’s farm laws for their critical role in supporting cranberry growers. “Our state leaders understand the importance of agriculture. Wisconsin has some of the strictest policies in place that allow us to continue farming.

Holley noted the significance of this year marking the 20th anniversary of the cranberry being designated Wisconsin’s state fruit. “It’s more than just a designation. The 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 proof of that. »

As Wisconsin farmers prepare for harvest, Holley has been thinking about the season’s potential outcomes. “At the start of the year we thought we might be around 5 million barrels, then maybe 4.9. Today, with the late season heat favoring berry growth, we could even exceed 5 million. It’s anyone’s guess, but that’s farming for you.

Looking ahead, Holley emphasized that workforce development and rural infrastructure remain key issues for the cranberry industry, as does sustainable water use. “We must strive to attract people to rural areas and ensure that they can live and work there,” he stressed. “Water use is always a priority, but Wisconsin’s cranberry laws help protect our farmers, allowing them to use natural waters sustainably.”

As cranberries begin to hit store shelves, Holley encourages consumers to think beyond Thanksgiving. “Cranberries are versatile and can be enjoyed all year round. Whether in a smoothie, on a steak with Wisconsin brie, or in a sauce, cranberries are a wonderful addition to any dish.