Our Heritage

Four Generations.
One Family. One Farm.

For more than a century, Elm Lake Cranberry has been shaped by family hands and the seasonal rhythm of the marsh.

A Legacy Rooted in Hard Work

What began as a humble operation has grown into a modern, multi-generation farm. Through decades of changing technology, weather patterns, and markets, one thing has remained constant: our commitment to growing the finest cranberries while caring for the land.

1st Generation

The Founders

Early 1900s

2nd Generation

The Builders

1950s - 1990s

3rd Generation

The Expanders

1980s - 2010s

4th Generation

The Innovators

Today

Each generation has added to the foundation built by those who came before. We've learned to honor tradition while embracing innovation—understanding that the best farmers are always learning.

Our Journey

A Century of Cranberries

Early 1900s

The Founding Era

The first cranberry vines were planted on what would become Elm Lake Cranberry. Early pioneers recognized the potential of central Wisconsin's unique landscape for cranberry cultivation.

1940s-1960s

Mechanization

As technology advanced, the farm embraced mechanical harvesting and improved irrigation systems, increasing efficiency while maintaining the careful stewardship that defines our approach.

1960s-1990s

Expansion & Cooperation

Joining the Ocean Spray Cooperative connected our family farm to a national network of growers. We expanded our acreage and deepened our commitment to quality.

2000s-2010s

Technology Adoption

The digital age brought new tools to the marsh. GPS guidance, automated monitoring, and data-driven decision making began transforming how we farm.

Today & Beyond

Innovation Meets Heritage

Drones, AI-powered analytics, and custom software now work alongside time-tested practices. We're writing the next chapter while honoring every page that came before.

Our Values

What We Believe

Family First

Every decision is made with future generations in mind. We're building something that will outlast us.

People Matter

Our team is our greatest asset. We treat every person who works on this farm with respect and dignity.

Land Stewardship

The marsh sustains us, so we sustain it. Responsible farming protects water, wildlife, and soil.

Continuous Learning

The best farmers never stop improving. We embrace new ideas and technologies that make us better.

Our Team

Meet the People Behind the Harvest

A dedicated team combining generations of family knowledge with hands-on expertise.

John Moss

Owner / General Manager

Fourth-generation owner bringing modern technology and business strategy to the family operation.

Melissa Moss

Owner / Admin Manager

Manages the administrative and financial operations that keep the farm running smoothly.

Gil Lancour

Farm Manager

Leads day-to-day field operations, including crew management, irrigation & frost protection, seasonal projects, and harvest execution.

Looking Ahead

The Next 50 Years

As we look to the future, we see a farm that continues to evolve. New technologies will emerge, climate patterns will shift, and consumer expectations will change.

What won't change is our commitment to quality, sustainability, and the values that have guided this family for over a century. We're excited to see where the next generation takes Elm Lake Cranberry—building on everything we've learned while charting new territory.

Explore Our Technology