by John McFarland

8/23/99

My wife, Barbara, and I are former Ocean Spray members who sold our cranberry property to Northland in 1996. The primary reason for our decision to sell was a profound dissatisfaction with the BOD and management, plus an absolute conviction that the industry was headed for a cliff and we did not want to be on board when it went over the edge.  We had been in the business for 50 years and had in fact hosted the Wisconsin State Cranberry Growers summer field day and celebrated our 50th anniversary in the cranberry business just 5 weeks before we completed the sale.

While the decision to sell from a business perspective was a no-brainer, from a personal and family perspective, it was the most painful and agonizing decision we ever had to make.  We were subjected to pressures from all sides and the family members who pressured us most strongly were the most difficult and painful to deal with, countless nights during that long, long summer Barbara and I held each other and cried ourselves to sleep. Yet we knew in our hearts we were doing the right thing for ourselves and the family, and that conviction helped to carry us through.

Subsequent to the sale we have been treated as Judas and many of our lifelong friends within the industry have viewed us as traitors, few people viewed our action as a business decision, many thought we had "sold out" and betrayed the Co-op.  We knew then there would come a time when our decision might be viewed differently just as we knew the industry was going to go through the worst crisis in its history, the only uncertainty was exactly when this would
happen.  We witness the chaos and confusion within the industry today and wish the pain and suffering the growers are enduring could have been avoided, we wish the board had functioned as a proper board 5, 10, 15, 20 years ago, recognizing its responsibilities, limiting its size to manageable proportions, bringing in outside board members who were competent and qualified to serve, and developing a clear understanding of the meaning of "conflict of interest."  Unfortunately, this was never done, indeed, two of the ablest and most capable directors (Ross Drever and Gene Wheary in the 70's) were ignored, branded as trouble makers, subjected to ridicule and, after futilely trying to open the board up and bring a proper accountability to management, resigning out of frustration and either sold their business or left the co-op.  I believe the Co-op could have avoided all of this if the Board had had a proper understanding of its role, I believe that the current mess management has made of the co-op reflects directly back on the incompetence of the board and its lack of understanding of its responsibilities to the stockholders.  Is management also responsible?  Of course! There is no justification for lies and duplicity, the current upper tier of managerial staff needs to be thoroughly weeded out.  There is far too much institutional CYA going on, and simply removing Bullock, who should have been out the door with in 24 hours of the no confidence vote, will not set the management problems right.

If the growers continue to wait for the Board to act decisively, they may very well wait in vain, or witness opportunities pass them by that they will look back on and recognize too late they should have been acted on. Your editorial pointed out to them they are "shareholders" and, while they know that, I believe they do not yet fully realize the power they have to force the board to act, indeed they can bring about the changes the board has yet to recognize the need for.  I urge you to keep hammering this home, the shareholders own the company and have the power to direct it, special stockholders meetings are a means of bringing these issues to the table and to force a vote on important issues. 

The Internet and, specifically, the Stressline are a godsend to the industry at this moment in time.  These two creations of the computer revolution provide a forum the industry has never before had, a free and open podium for all to speak from and a means to quickly and easily exchange ideas and communicate with a large audience of fellow grower members.   It is only through the awakening of the growers awareness of the power they hold as stockholders that the true wishes of the ownership will be realized. 

I realize what I have said will not sit well with many people but I do not speak from malice nor do I feel anything but compassion for the growers who are enduring this trial.  We've been there, we know what it feels like and its no damn fun.


John McFarland
[email protected]

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