NORTHLAND CRANBERRIES, INC.
                            2000 INCENTIVE BONUS PLAN

          1.  PURPOSE.  The  purpose of the  Northland  Cranberries,  Inc.  2000
Incentive  Bonus Plan (the  "Plan") is to provide  cash  bonuses to officers and
employees of Northland  Cranberries,  Inc. or any current or future subsidiaries
thereof (collectively, unless the context indicates otherwise, the "Company") if
the Company attains  certain  objectives for earnings per share and the officers
and employees achieve specific  corporate or department  objectives and personal
goals during the Company's  fiscal year ending August 31, 2000 (the "2000 Fiscal
Year").  The Board of Directors of the Company (the  "Board")  believes the Plan
will further the interests of the Company and its shareholders by increasing the
incentives and personal interest in the financial  performance of the Company by
those  officers and employees who contribute to the Company's  continued  growth
and financial success.

          2. ADMINISTRATION.  The Plan shall be administered by the Stock Option
and  Compensation  Committee (the  "Committee") of the Board. In accordance with
the  provision  of the Plan,  the  Committee  shall have  complete  authority to
approve the employees of the Company who shall be eligible to participate in the
Plan for the fiscal year and the amounts of bonuses paid thereto.  The Committee
shall also have the authority to adopt such rules and  regulations  for carrying
out the Plan, which are not inconsistent  with the terms hereof,  as it may deem
proper  and in the  best  interests  of the  Company  and  shall  have  complete
authority  and  discretion  to  resolve  all  questions  regarding  eligibility,
interpretation,  administration  and  application  of this Plan and any  related
agreements of  instruments.  All such  determinations  by the Committee shall be
final. The existence of the plan or the grant of any bonuses hereunder shall not
restrict  the  ability  of the  Committee  or  the  Board  to  grant  any  other
discretionary bonuses to any executive officers,  employees or others outside of
the Plan.

          A majority of the members of the Committee shall  constitute a quorum.
All  determinations  of the Committee  shall be made by at least a majority of a
quorum.  Any decision or  determination  reduced to writing and signed by all of
the members of the Committee  shall be fully as effective as if it had been made
by a unanimous vote at a meeting duly called and held.

          3. ELIGIBILITY.  Each eligible employee of the company who is selected
by the chief executive officer of the Company  ("Management")  for participation
in the Plan,  subject to approval by the Committee,  shall be a Participant  and
shall be assigned to the Bonus Level for his or her  position  according  to the
schedule  attached  as  Schedule  A. A  Participant  shall  have no rights to be
selected  for further  participation  in the Plan or any renewal or  replacement
thereof  in  any  subsequent  fiscal  year.  Written  notice  of  selection  for
participation  in the  Plan  shall  be  given  to  each  Participant  as soon as
practicable following date of selection.

          4. AWARDS TO PARTICIPANTS.  Participants  shall be entitled to receive
from the Company an annual incentive cash compensation award for the 2000 Fiscal
Year ("Cash Bonus Award") based on a calculated  percentage ("Bonus Percentage")
of such  Participant's base salary earned during the 2000 Fiscal Year (excluding
benefits and bonuses).


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<PAGE>

Such Bonus Percentage shall be determined  pursuant to a formula based primarily
on the percentage  that the "Net Income Per Common Share" of the Company for the
2000 Fiscal Year,  bears to the "Target  Earnings" for the 2000 Fiscal Year, and
other  specified  criteria.  The formula and criteria for  determining the Bonus
Percentage  for each Bonus Level are set forth on Schedule B.  Management  shall
establish  department  and  individual  goals for Bonus Levels II through VI and
shall set the discretionary  bonuses for Bonus Level I seasonal  employees,  all
subject to review by the Committee. The Target Earnings for the 2000 Fiscal Year
shall be Net Income Per Common Share of $0.60.

          5. PAYMENT OF CASH BONUSES.  The Cash Bonus Awards, if any, determined
under Section 4 for the 2000 Fiscal Year shall be  distributed by the Company to
such  Participants in cash, or to his or her estate in the event of death of the
Participant, no later than December 8, 2000.

          6. NET  INCOME  PER  COMMON  SHARE.  For  purposes  of the  Plan,  the
Company's  "Net Income Per Common Share" for the 2000 Fiscal Year shall be equal
to the Company's net income per common share reflected on the Company's  audited
consolidated  financial statement for such fiscal year (excluding  extraordinary
items, but not the issuance of additional shares of capital stock or rights with
respect thereto, other than as set forth in Section 10 below).

          7. TERMINATION OF EMPLOYMENT.  No Cash Bonus Award shall be made under
the Plan for a Participant  whose employment with the Company (or subsidiary) is
terminated  during the 2000 Fiscal Year for reasons other than retirement due to
age in accordance with the Company's policies, total or permanent disability, or
death,  unless  approved  by  the  Committee  after  considering  the  cause  of
termination.

          8. NEW EMPLOYEES, TRANSFERS BETWEEN BONUS LEVELS.

          (a)  It  is   contemplated   that   employees   may  be  approved  for
participation  during a portion of the 2000  Fiscal  Year and may be eligible to
receive  an  award  for  the  year  based  on the  number  of full  months  as a
Participant. A person newly hired or promoted on or before March 1, 2000, into a
position  covered by a Bonus Level shall be eligible  for  participation  in the
Plan and, if selected by Management,  shall have his or her participation in the
Plan prorated for the fiscal year.

          (b)  Participants  who are  promoted  or  otherwise  transferred  to a
position  covered by a different  Bonus  Level will  receive  Cash Bonus  Awards
prorated to months served in each eligible position.

          9. POWERS OF COMPANY NOT AFFECTED. The existence of the Plan shall not
affect in any way the right or power of the Company or its  shareholders to make
or authorize any or all adjustments, recapitalization,  reorganizations or other
changes in the Company's  capital  structure or its  business,  or any merger or
consolidation of the Company, or any issuance of bonds,  debentures,  preferred,
or prior  preference  stock ahead of or  affecting  the  Company's  stock or the
rights thereof, or dissolution or liquidation of the Company, or any


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<PAGE>

sale or  transfer  of all or any part of its  assets  or  business  or any other
corporate act or proceeding, whether of a similar character or otherwise.

          10. CAPITAL  ADJUSTMENTS  AFFECTING  STOCK.  In the event of a capital
adjustment  resulting from a stock dividend (other than a stock dividend in lieu
of an ordinary cash dividend), stock split,  reorganization,  spin-off, split-up
or   distribution   of  assets  to   shareholders,   recapitalization,   merger,
consolidation,  combination or exchange of shares or the like, the Committee may
adjust the  determination of net income per common share as it deems appropriate
in its sole discretion.  The determination of the Committee as to any adjustment
shall be final (including any determination that no adjustment is necessary).

          11. AMENDMENT. The Board shall have the right to amend the Plan at any
time and for any reason; provided, however, that no amendment of the Plan shall,
without  the consent of the  Participants,  alter or impair any of the rights or
obligations under any bonuses previously earned and declared.

          12. TAX  WITHHOLDING.  The  Company may deduct and  withhold  from any
amounts payable to a Participant  such amount as may be required for the purpose
of satisfying  the  Company's  obligation  to withhold  federal,  state or local
taxes.

          13. EFFECTIVE DATE;  FISCAL YEARS COVERED.  The Effective Date of this
Amended and Restated  Plan is September 21, 1999 and the Plan shall apply to and
cover  the  Company's  2000  Fiscal  Year.  This  Plan  shall be  renewable  for
additional one-year periods upon action of the Board.

          14. RIGHTS OF PARTICIPANTS.

          (a) No  Participant  shall have any interest in any specific  asset or
assets of the Company  (or any  subsidiary)  by reason of any account  under the
Plan.  It is intended  that the Company has merely a  contractual  obligation to
make payments when due hereunder.

          (b) No Participant may assign, pledge, or encumber his or her interest
under the Plan, or any part thereof.

          (c) Nothing contained in this Plan shall be construed to:

                    (i) Give any  Participant  any  right to  receive  any award
          other than in the sole discretion of the Committee;

                    (ii) Limit in any way the right of the Company or subsidiary
          to terminate an Participant's employment at any time; or

                    (iii) Be evidence of any agreement or understanding, express
          or implied,  that a  Participant  will be  retained in any  particular
          position,  at any particular rate of remuneration or for any length of
          time.


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<PAGE>

                           NORTHLAND CRANBERRIES, INC.
                            2000 INCENTIVE BONUS PLAN

                                   SCHEDULE A

--------------------------------------------------------------------------------
                                                                  MAXIMUM
 BONUS                       POSITIONS                         PERCENTAGE OF
 LEVEL                                                          BASE SALARY
--------------------------------------------------------------------------------
  VII       Chairman and Chief Executive Executive                   60%
               Officer

--------------------------------------------------------------------------------
  VI        Executive Vice-President                                 50%
            Vice President - Treasurer - Chief
               Financial Officer
            Senior Vice President - Corporate
               Secretary
            Branded Division President
            Vice President - Packaging and Logistics
            Industrial Ingredients Division President
            Agricultural Operations Division President
            Non-Branded Group President
            Manufacturing Division President
            Corporate Controller

--------------------------------------------------------------------------------
   V        Division Vice Presidents                                 35%
            Assistant Vice-President - Finance
            Directors

--------------------------------------------------------------------------------
  IV        Managers                                                 25%
            Plant Controllers
            Plant Managers

--------------------------------------------------------------------------------
  III       Assistant Managers                                       17%
            Supervisors

--------------------------------------------------------------------------------
  II        Non-Management Salaried and Hourly Employees              8%

--------------------------------------------------------------------------------
   I        Seasonal Employees                                  Discretionary
--------------------------------------------------------------------------------



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<PAGE>

                           NORTHLAND CRANBERRIES, INC.
                            2000 INCENTIVE BONUS PLAN

                                   SCHEDULE B

BONUS LEVEL            CRITERIA                             BONUS PERCENTAGE
-----------            --------                             ----------------

                                                                  Sum of:
--------------------------------------------------------------------------------
  VII     Company's Net Income Per Common
          Share Equals--
             80% or more of Target Earnings           15%
             100% of Target Earnings                  15%
             More than 100% of Target Earnings        1% for Each Percentage
                                                      Point over Target Earnings
                                                      up to 10% Maximum

          Criteria adopted by Committee Based on      Discretionary from
          Executive's individual contribution towards 0 to 20%
          enhancement of Company's long-term outlook
                                                      -----------------------

                                               Maximum Bonus  60% of Base Salary
--------------------------------------------------------------------------------
   VI     Company's Net Income Per Common
          Share Equals--
             90% or more of Target Earnings           15%
             100% or more of Target Earnings          20%

           Achievement of Individual Goals            0 to 15%

                                                      -----------------------

                                              Maximum Bonus  50 % of Base Salary
--------------------------------------------------------------------------------
   V      Company's Net Income Per Common
          Share Equals--
             100% or more of Target Earnings          15%


          Achievement of Department Goals             0 to 20%

                                                      -----------------------

                                               Maximum Bonus  35% of Base Salary
--------------------------------------------------------------------------------



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<PAGE>

BONUS LEVEL            CRITERIA                             BONUS PERCENTAGE
-----------            --------                             ----------------

                                                                  Sum of:
--------------------------------------------------------------------------------
    IV    Company's Net Income Per Common
          Share Equals--
             100% or more of Target Earnings          11%

          Achievement of Individual Goals             0 to 14%

                                                      -----------------------

                                               Maximum Bonus  25% of Base Salary
--------------------------------------------------------------------------------
   III    Company's Net Income Per Common
          Share Equals--
             100% or more of Target Earnings          5%

          Achievement of Individual Goals             0 to 12%

                                                      -----------------------

                                               Maximum Bonus  17% of Base Salary
--------------------------------------------------------------------------------
    II    Company's Net Income Per Common
          Share Equals--
             100% or more of Target Earnings          3%

          Achievement of Individual Goals             0 to 5%
                                                      -----------------------

                                               Maximum Bonus  8% of Base Salary
--------------------------------------------------------------------------------
    I     Discretionary Bonuses                       Discretionary

--------------------------------------------------------------------------------



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