Handing Down the Harvest: Succession Planning for Cranberry Growers

By and
November 17, 2025

For generations, Wisconsin cranberry farms, like potato farms, have been more than businesses—they’ve been legacies. Passed down through families, these farms are rooted in tradition, hard work, and deep community ties. But as the industry evolves and families grow, succession planning becomes not just a smart strategy, it’s essential.

Unlike many other sectors, retirement is rare among cranberry growers, as it is with potato and vegetable growers. Running a cranberry, potato, or vegetable farm is often a lifelong commitment, and transitions can be emotionally and logistically complex. Yet with thoughtful planning, succession is not only possible, but it can preserve your farm’s legacy and ensure its continued success.

Here are key tips to help cranberry, potato, and vegetable growers begin the process of succession planning:

  1. Start the Conversation Early
    Early dialogue helps avoid misunderstandings and sets the stage for a smoother transition. Succession planning isn’t a one-time event; it’s a process. Begin by having open, honest conversations with family members and stakeholders. Discuss goals, expectations, and concerns. Who is interested in taking over? What roles do they envision? Are there financial or operational hurdles to consider?
  2. Clarify Roles and Responsibilities
    Multi-generational farms often operate with informal structures. While this can work in the short term, it’s important to define roles clearly for the future. Who will manage day-to-day operations? Who will handle finances, marketing, or regulatory compliance? Creating a written outline of responsibilities ensures everyone understands their part and helps successors prepare for leadership.
  3. Assess Skills and Provide Training
    Passing the torch doesn’t mean handing over the keys overnight. Evaluate the skills of potential successors and identify areas for growth. Whether it’s learning about growing the crop, managing the day-to-day operations, or mastering the financial aspects of the business, training is key. Consider mentorship, workshops, employment outside the family farm, or even formal education to build confidence and competence.
  4. Engage the Next Generation Early
    Programs that connect youth with cranberry farming, like Cranberry Learning Inc., help spark interest and build foundational knowledge before formal succession discussions begin.
  5. Review Legal and Financial Structures
    Work with trusted advisors including attorneys, accountants, and financial planners, to review your farm’s legal and financial setup. Succession planning should also account for the needs of current owners, ensuring that long-term care and financial security are addressed without compromising the future of the farm. A well-crafted succession plan should include wills, trusts, buy-sell agreements, and insurance policies tailored to your farm’s needs.
  6. Document the Plan
    Once decisions are made, put them in writing. Documentation provides clarity and helps minimize future disputes. A formal succession plan should outline:
    • Timeline for transition of both management and ownership
    • Roles and responsibilities
    • Ownership transfer details
    • Contingency plans (e.g., illness, death, or unexpected departure)
  1. Communicate with Non-Farming Family Members
    Open communication fosters trust and minimizes conflict. Succession planning can be especially sensitive when not all family members are involved in the farm. Be transparent about decisions and consider how to treat everyone fairly (not necessarily equally.)
  2. Plan for Flexibility
    Life is unpredictable. Your plan should be adaptable to changing circumstances, whether it’s market shifts, health issues, or evolving family dynamics. Revisit your succession plan regularly and update it as needed.

Succession planning may feel daunting, especially in an industry where retirement is rare and family ties run deep. But by starting early, communicating openly, and seeking professional guidance, Wisconsin cranberry and potato growers can ensure their farms thrive for generations to come.

Learn more about the Agriculture Focus Team at Ruder Ware.

© 2025 The Badger Common Tater, Antigo, WI. Reprinted with permission.

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This document provides information of a general nature regarding legislative or other legal developments, and is based on the state of the law at the time of the original publication of this article. None of the information contained herein is intended as legal advice or opinion relative to specific matters, facts, situations, or issues, and additional facts and information or future developments may affect the subjects addressed. You should not act upon the information in this document without discussing your specific situation with legal counsel.

© 2025 Ruder Ware, L.L.S.C. Accurate reproduction with acknowledgment granted. All rights reserved.