Wisconsin Cranberry Grower Characteristics Linked to Perceptions of Information Resources and Management Decisions

The Wisconsin cranberry industry represents a regional specialty crop with unique production management considerations and challenges. This survey-based study identified four cranberry grower typologies using a cluster analysis to compare responses on pest, disease, and pollinator management tools; perceptions of different information resources; consideration of decision-making influencers; and interest in topics for future research. Growers reported experience as the most important consideration when making management decisions, and other producers were considered a key resource for informing these decisions. Clusters differed in their perceptions of University of Wisconsin-Madison information resources and interest in future research topics. This survey highlights producer-led learning opportunities and demonstration-based programming as two potential avenues to improve research communication and outreach services for Wisconsin's cranberry producers.