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Wisconsin cranberry growers again see increase in domestic sales

The state of Wisconsin remains the nation’s cranberry producing powerhouse in 2020. According to this week’s projections by the US Cranberry Marketing Committee (CMC), Wisconsin growers will harvest an estimated 5.56 million barrels of fruit this fall. This would mark the 26th consecutive year that Wisconsin has led the nation in cranberry production.

Amid the COVID-19 pandemic, the US cranberry industry has seen demand increases in 2020, particularly for in-home purchases, with domestic sales up about 8% from this time last year. That increase in demand paired with supply control and marketing efforts implemented by the industry in recent years has brought inventories more in line with demand.

“As US consumers are searching for products that are both shelf-stable and healthy amid the current pandemic, we’re seeing that many people are rediscovering a love for cranberry products,” said Tom Lochner, executive director of the Wisconsin State Cranberry Growers Association (WSCGA). “The industry is working together to capitalize on that renewed interest by exploring new products and educating consumers about the many ways cranberries can be incorporated into meals.”

The harvest projection is part of the approximately 8.75 million barrels of cranberries expected nationwide, up 15 percent from 2019. Last year, Wisconsin growers had a crop of 4.67 million barrels. This year’s projections are dependent on good growing conditions for the remainder of the season. Lochner says this year’s growing season has been favorable so far.

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