Bigger U.S. cranberry crop expected, with Wisconsin leading the way

The U.S. Cranberry Marketing Committee in August estimated 2022 U.S. cranberry production at 8.3 million (100-pound) barrels, up 4% from a year ago.

Danny Raulerson, executive director of the U.S. Cranberry Marketing Committee, said the majority of the cranberry crop is processed for juice concentrate and sweetened dried cranberries. However, he said the fresh and frozen category is growing.  

"Cranberries are perishable just as other specialty crops, therefore there is a very small window when fresh cranberries are available," Raulerson said. Cranberries are harvested within a six-to-eight-week timeframe in September and October, depending on weather and fruit maturity.  

"This makes it a very unique product since cranberries are only grown in the northern part of the U.S., unlike other specialty crops," he said.

The 2022 crop experienced a variety of adverse weather across the country, he said, beginning at the bloom stage in the Northwest and continuing with the extreme drought in the Northeast.

In addition, the upper Midwest experienced hail and other major weather events.  

"That is significant since that part of the country (Wisconsin) produces the majority of cranberries in the U.S.," he said. "It is a very resilient crop, and we think the yield is present if the berries can size up make color in time before winter arrives."

Supplies of fresh product are expected to be available until the end of December, Raulerson said. Whole frozen cranberries are typically available all year.

The increasing demand for fresh, frozen and sweetened dried cranberries has been notable in the past five years, he said. 
At the same time, Raulerson said the Cranberry Marketing Committee has taken a more focused approach to international marketing.  

"Instead of spreading advertising efforts all over the world, the CMC is focusing on countries where increased market opportunities for exporting and are investing in those areas," he said. "Once an export market becomes established, we will identify other emerging export market countries."

With shoppers of all ages looking for cranberries and the fruit’s associated health benefits, retailers can best promote cranberries by including them in the fresh produce section, Raulerson said. "Even though cranberry juice and sweetened dried cranberries aren’t a fresh product, by placing them in the produce section allows the consumer to see the product availability," he said. "Cranberry products are available year-round, not just during Thanksgiving."

Recipes and more information are available at uscraberries.com.

Wisconsin is the biggest cranberry-producing state, statistics show. In 2021, Wisconsin is projected to produce 5.2 million barrels of cranberries or about 63% of U.S. output.

Tom Lochner, executive director of the Wisconsin State Cranberry Growers Association, said the expanded crop in Wisconsin and the U.S. should be met with good demand, considering lighter harvests in 2020 and 2021.

Cranberries are grown on 21,000 acres across 20 counties in Wisconsin, according to the association. The sand and peat marshes in central and northern Wisconsin create ideal growing conditions for cranberries.

During the early 1890s, the center of the Wisconsin cranberry industry shifted to the Cranmoor area, just west of Wisconsin Rapids. Later developments occurred in the Black River Falls, Warrens and Tomah areas, followed by cranberry farms in northern Wisconsin, primarily around Manitowish Waters, Eagle River, Spooner and Hayward, according to the group.

Other leading cranberry growing states, according to the U.S. Cranberry Marketing Committee's 2022 forecast, include:

• Massachusetts: 1.89 million barrels
• New Jersey:  550,000 barrels
• Oregon:  510,000 barrels
• Washington: 160,000 barrels

Massachusetts is the founder of the cultivation of cranberries, initiated on Cape Cod in 1816,  according to the Cape Cod Cranberry Growers’ Association. The state produces approximately 23% of the annual national crop.

“Our pollination season was good this year, and overall, the crop looks solid," Brian Wick, Cape Cod Cranberry Growers’ Association executive director, said in a news release in August. 

Fresh sales stable

Less than 5% of the cranberry crop is sold fresh.
Fresh cranberry sales have been stable in recent years, according to statistics from the U.S. Cranberry Marketing Committee. Fresh sales in 2020 totaled 285,814 barrels, up a little more than 1% from 2019 and 2018. 

Average U.S. wholesale prices for fresh cranberries have increased in recent years, with the annual average price of $18.17 per carton in 2021, up from $17.53 per carton in 2020 and $16.63 per carton in 2019.

Processed cranberry sales have shown stronger growth in the last five years. The U.S. Cranberry Marketing Committee reported processed cranberry sales in 2020 were 5.78 million barrels, little changed from 2019 but up 10% from 2018.