Northland Cranberries hit by sales decline

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Related tags: Cranberry

US cranberry company Northland Cranberries reports a drop in net
revenues for the first quarter of fiscal 2003 with reduced sales
and reduced co-packing revenue cited as contributory factors.

US cranberry company Northland Cranberries, a manufacturer of cranberry juice blends and Seneca brand fruit juice products, reported a drop in net revenues for the first quarter of fiscal 2003.

Reduced sales of cranberry concentrate and reduced co-packing revenue resulted in net revenues for the first quarter of $21.7 million (€20.6m), down from last year's first-quarter net revenues of $30.3 million. According to the company, revenue decreases were partially offset by increased sales of Northland branded juice products.

John Swendrowski, Northland's chairman and chief executive officer, said: "It is apparent that our investment in national television advertising is resulting in increased sales of Northland juice. We will continue to emphasise the important attributes of the Northland brand - 100 per cent juice, with 27 per cent cranberry content across the entire line of flavours.

Consumers can be easily confused when buying cranberry juice or cranberry drinks, and we want to educate them about the difference between 100 per cent juice cranberry blends and juice drinks, and the wide range of cranberry content contained in many of our competitors' products."

At the same time the company announced the introduction of its Northland Cranberry Blueberry Blend, the latest addition to the company's family of 100 per cent juice cranberry blends. Northland hopes the new flavour will be available in retail outlets nationally in the coming months.

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