The sterile flowers serve only to attract pollinating insects to the less conspicuous fertile flowers. Deer, moose, foxes, raccoons, chipmunks, squirrels, skunks, mice, rabbits, grouse, pheasants, robins, cedar waxwings and other songbirds all consume the fruit. Native highbush cranberry plants can be found growing across North American from B.C. to Newfoundland and into the northern United States. Fruit of the European species tends to be bitter and unpleasant tasting, so cultivars derived from the European species are grown strictly as ornamentals. As with many introduced plants, the European highbush cranberry is not quite as well- suited to our climate, is more susceptible to attack by aphids, and may not develop as intense a fall coloration as members of the native species.
Cultivation is simple for the native highbush cranberry.
Because the fibrous roots of this shrub lie near the soil surface, cultivation for weeds should be shallow, and the use of a mulch will be beneficial. Low to medium-high soil fertility levels are acceptable. A yearly application of compost or well-rotted manure will maintain growth and fruit yields. Heavy applications of nitrogen fertilizers will encourage soft sucker growth and fewer flowers. The plants tolerate shade, but flowering, fruiting and foliage colour will be more striking on those plants exposed to full sunshine.