Habelman Bros. Company

Cranberry Harvest, Generations Strong

Business View sits down with the owner of Habelman Bros Company, Raymond Habelman, to discuss the century-old family business that has shaped the cranberry industry through innovation, tradition, and a commitment to quality.

Gracing the table of countless Thanksgiving and Christmas celebrations throughout the years, the cranberry holds a special significance for many. These tasty little treasures also have a rich history in American agriculture. Habelman Bros Company has shaped the cranberry industry for over a century, bringing fresh cranberries to markets worldwide. Raymond Habelman, the current owner of Habelman Bros Company, shares insights into the legacy of his family’s business, the innovations it’s embraced, and the challenges it’s overcome to remain a leader in the industry.

Humble beginnings to cranberry empire

The story of Habelman Bros Company begins in 1907 when the American agricultural landscape was much different than it is today. Habelman’s great-grandfather, Edward Habelman, along with his wife, Anna, made a decision that would change the trajectory of their family’s future. “They were row crop farmers and chicken farmers looking for a different lifestyle,” Habelman explains. They stumbled upon a small, 13-acre cranberry marsh that was up for sale near their farm. Seizing the opportunity, they offered to purchase half of the marsh from a local doctor, who accepted, marking the birth of Habelman Bros Company.

Starting with just 13 acres of cranberries, the company’s growth over the next several decades reflects Edward’s five sons’ hard work and determination—Habelman’s great uncles and grandfather. ‘We went from 13 acres to 700 acres, thanks to the efforts of my great uncles and grandfather,’ Habelman proudly shares. The original marsh has expanded to nearly 50 acres and remains integral to the company’s operations.”

The expansion of the company did not happen overnight. It required years of dedication, learning, and a deep connection to the land. The Habelman family didn’t just grow cranberries; they cultivated a legacy. Each generation passed down knowledge and passion, ensuring the business survived and thrived. “My great uncles and grandfather were instrumental in building the company to where it is today,” Habelman reflects. The family’s commitment to quality and deep respect for the land has been key to the company’s success.

Commitment to freshness

Habelman Bros has carved out a unique niche in the cranberry industry by focusing exclusively on fresh cranberries. While many producers grow cranberries for processing into juices, sauces, and other products, Habelman Bros provides consumers with fresh, unfrozen cranberries. This commitment to freshness is evident in every aspect of its operation.

“We are 100% fresh cranberry growers,” Habelman emphasizes. This means its cranberries are harvested, packaged, and shipped without being frozen, ensuring that consumers receive the freshest product possible. The focus on fresh cranberries has positioned Habelman Bros as a leader in the retail market, with its products available in grocery stores across North America and Europe.

The company’s packaging season begins in September, with many of the early shipments heading to Europe and the UK. The season continues through October and November, with the company supplying cranberries for the US Thanksgiving market, and it extends into December for Christmas.

One of the company’s largest markets is Europe, where the demand for fresh cranberries has steadily grown. “We distribute between 45 and 55 container loads of fresh cranberries into the UK and the Netherlands every fall,” Habelman notes. European consumers, he explains, have a particular affinity for the tartness of fresh cranberries, often enjoying them without adding sugar. This preference has driven consistent demand throughout the season, with shipments continuing until mid-December.

In addition to Europe, Habelman Bros supplies cranberries to Canada and other parts of North America. “Canada is a smaller market for us compared to Europe, but we still ship four to six container loads yearly,” Habelman says. The company’s ability to adapt to the varying demands of different markets has been crucial to its success.

Innovation in agriculture

“Our production facilities are where most of the work happens,” Habelman explains. The company has two production facilities, each equipped with large coolers capable of storing up to seven million pounds of cranberries. These coolers are essential for maintaining the freshness of the fruit, allowing the company to fulfill orders throughout the holiday season.

However, the advancements in sorting technology have had the most impact on the company’s operations. “Being fresh fruit growers, our number one goal is to supply the highest quality cranberry to grocery stores,” Habelman says.

“We use multiple sorters—some use lasers that shine against the fruit to determine defects, while others use cameras,” Habelman explains. This technology allows the company to detect even the smallest imperfections in the cranberries, ensuring that only the best fruit makes it to market. In addition to mechanical sorting, the company also relies on its workers’ sharp eyes and quick reflexes to catch any discolored or damaged fruit that the machines might miss.

This commitment to quality extends to the company’s packaging operations as well. Habelman Bros has invested in advanced packaging machines that handle various bag sizes and styles. “We have seven volumetric fillers that pack standard cranberry bags, as well as machines that run a stand-up pouch for two-pound bags with handles and zippers,” Habelman notes. The flexibility allows the company to meet the diverse needs of its customers, further solidifying its reputation as a premier provider of fresh cranberries.

COVID-19 impact

Like many businesses, Habelman Bros faced significant challenges during the COVID-19 pandemic. The pandemic disrupted supply chains, making it difficult to find workers and creating numerous other obstacles the company had to navigate. “We saw a lot of hurdles during COVID—getting supplies, securing a good workforce, it just made everything miserable,” Habelman admits.

Despite these challenges, the pandemic also increased demand for fresh fruits and vegetables as consumers focused more on healthy eating. “The demand was high, but it was hard for us to supply it due to all the other roadblocks,” Habelman explains. The company had to adapt quickly to meet the rising demand while dealing with the various disruptions caused by the pandemic.

Supply chain issues have started to level out as the industry recovers, although some challenges remain. “The availability of supplies and lead times have reduced a lot, but trucking is still substantially more expensive than it was five years ago,” Habelman notes. The cost of transportation remains a significant issue for the company, but they are optimistic that things will continue to improve.

The pandemic also highlighted the importance of supporting local agriculture. “Consumers have been great,” Habelman says. “Much of what we do is focus on the family farm, health, sustainability, and customers get it.” The pandemic underscored the importance of a strong and resilient agricultural sector.

Giving back to the community

Habelman Bros Company is more than just a business; it’s a local community pillar. The company’s deep roots in the area are reflected in its strong commitment to community engagement and support. “Cranberry growers love to talk and tell their story, and I’m no different,” Habelman shares proudly.

One way the company gives back is by offering tours of its facilities. “We encourage people to come visit our farm,” Habelman says. These tours provide a unique opportunity for the public to learn about cranberry farming and see firsthand the work that goes into producing fresh cranberries. The company also participates in local farmers’ markets, selling cranberries directly to consumers.

In addition to offering tours and participating in farmers’ markets, Habelman Bros is a proud supporter of the annual Cranfest in Warrens, Wisconsin. “We love to support that festival financially and with good cranberries if anybody wants to buy any,” Habelman adds. The festival, which draws thousands of visitors each year, is a celebration of all things cranberry and a testament to the importance of the fruit to the local economy.

Wisconsin’s significance in the cranberry industry cannot be overstated, as the state grows well over 60% of the U.S. crop, and remarkably, half of the world’s cranberry supply is cultivated there. The company’s impact on the local community extends beyond its financial contributions.

Habelman Bros is also a major employer, providing jobs for 33 full-time employees and over 200 seasonal workers. “It takes a lot of people to grow and package fresh cranberries,” Habelman explains. However, finding enough seasonal labor remains a challenge. “It’s very difficult to find 180, 200, 220 people for a couple of months of work,” Habelman admits. This challenge is not unique to Habelman Bros, as many agricultural businesses face similar difficulties securing seasonal labor.

Looking to the future

As Habelman Bros looks to the future, its priorities are clear: continue to innovate, maintain high quality, and stay true to its family roots. Over the next 18 months, the company plans to invest in new sorting technology and focus on planting cranberry varieties that offer the best quality for fresh consumption.

“We’re not so interested in increasing our yields; more cranberries doesn’t always mean better cranberries,” Habelman explains. Instead, the company targets firm, solid varieties with a longer shelf life, ensuring customers receive the highest quality product possible.

Renovating cranberry beds and planting new varieties is slow, taking about three years for new vines to produce a substantial crop. However, Habelman is patient and committed to the company’s long-term success. “Besides trying to keep everybody healthy and happy and keep the company running at a good trajectory, our focus is on renovating old cranberry vines and making our plants higher quality and more efficient,” he says.

For Habelman, the true joy of his work lies in being out in the fields, working with the cranberry vines. “I love being out on the farm, whether it’s irrigation in the early mornings or frost protection at night,” he shares. With all the role demands, Habelman finds great satisfaction in the simple yet essential tasks that keep the business going.

AT A GLANCE

Habelman Bros. Company

What: A century-old, family-owned business specializing in cultivating and distributing fresh cranberries.

Where: Tomah, Wisconsin

Website: http://www.habelmancranberries.com/