Exhibit 10.6

                           NORTHLAND CRANBERRIES, INC.
                         AMENDED 1995 STOCK OPTION PLAN

                                October 17, 1996

   Section 1.     Purpose

             The purpose of Northland Cranberries, Inc. 1995 Stock Option
   Plan (the "Plan") is to promote the best interests of Northland
   Cranberries, Inc. (the "Company") and its shareholders by providing key
   employees of the Company and its Affiliates (as defined below) and
   directors of the Company who are not employees of the Company and its
   Affiliates with an opportunity to acquire or increase their proprietary
   interest in the Company.  It is intended that the Plan will promote
   continuity of management and increased incentive and personal interest in
   the welfare of the Company by those who are primarily responsible for
   shaping and carrying out the long-range plans of the Company and securing
   the Company's continued growth and financial success.  

   Section 2.     Definitions

             As used in the Plan, the following terms shall have the
   respective meanings set forth below:

             (a)  "Affiliate" shall mean any entity that, directly or through
   one or more intermediaries, is controlled by, controls, or is under common
   control with, the Company.

             (b)  "Code" shall mean the Internal Revenue Code of 1986, as
   amended from time to time.

             (c)  "Commission" shall mean the Securities and Exchange
   Commission.

             (d)  "Committee" shall mean the Compensation and Stock Option
   Committee of the Board of Directors of the Company (or any other committee
   thereof designated by such Board to administer the Plan); provided,
   however, that the Committee is composed of not less than two directors,
   each of whom is a "disinterested person" within the meaning of Rule 16b-3.

             (e)  "Directors Fees" shall mean the amount which a Non-Employee
   Director (defined below) is paid for serving as a director of the Company
   in the relevant year, including separate fees for serving on committees of
   the Board of Directors and separate fees for attendance at meetings of the
   Board of Directors or any committee of the Board of Directors, but shall
   not include any separate fees for any other services provided for the
   Company.

             (f)  "Exchange Act" shall mean the Securities Exchange Act of
   1934, as amended from time to time.

             (g)  "Fair Market Value" shall mean, with respect to any
   property (including, without limitation, any Shares or other securities),
   the fair market value of such property determined by such methods or
   procedures as shall be established from time to time by the Committee.

             (h)  "Incentive Stock Option" shall mean an option granted under
   Section 6(a) of the Plan that is intended to meet the requirements of
   Section 422 of the Code (or any successor provision thereto).

             (i)  "Key Employee" shall mean any officer or other key employee
   of the Company or of any Affiliate who is responsible for or contributes
   to the management, growth or profitability of the business of the Company
   or any Affiliate as determined by the Committee in its discretion.

             (j)  "Non-Qualified Stock Option" shall mean an option granted
   under Section 6(a) of the Plan that is not intended to be an Incentive
   Stock Option and shall mean any option granted to a Non-Employee Director
   under Section 6(b) of the Plan.

             (k)  "Non-Employee Director" shall mean any member of the Board
   of Directors of the Company who is not an employee of the Company and its
   Affiliates.

             (l)  "Option" shall mean an Incentive Stock Option or a Non-
   Qualified Stock Option.

             (m)  "Option Agreement" shall mean any written agreement,
   contract or other instrument or document evidencing any Option granted
   under the Plan.

             (n)  "Participating Key Employee" shall mean a Key Employee
   designated to be granted an Award under the Plan.

             (o)  "Person" shall mean any individual, corporation,
   partnership, association, joint-stock company, trust, unincorporated
   organization or government or political subdivision thereof.

             (p)  "Rule 16b-3" shall mean Rule 16b-3 as promulgated by the
   Commission under the Exchange Act, or any successor rule or regulation
   thereto.

             (q)  "Shares" shall mean shares of Class A common stock of the
   Company, $0.01 par value, and such other securities or property as may
   become subject to Options pursuant to an adjustment made under Section
   4(b) of the Plan.

   Section 3.     Administration

             The Plan shall be administered by the Committee; provided,
   however, that if at any time the Committee shall not be in existence, the
   functions of the Committee as specified in the Plan shall be exercised by
   those members of the Board of Directors of the Company who qualify as
   "disinterested persons" under Rule 16b-3.  Subject to the terms of the
   Plan and applicable laws and without limitation by reason of enumeration,
   the Committee shall have full discretionary power and authority to: 
   (i) designate Participating Key Employees; (ii) determine the type of
   Options to be granted to each Participating Key Employee under the Plan;
   (iii) determine the number of Shares to be subject to each Option granted
   to Participating Key Employees; (iv) determine the terms and conditions of
   any Option granted to a Participating Key Employee; (v) determine whether,
   to what extent and under what circumstances Options granted to
   Participating Key Employees may be exercised in cash, Shares, other
   securities or other property, and the method or methods by which Options
   may be exercised, canceled, forfeited or suspended; (vi) determine
   whether, to what extent and under what circumstances Shares with respect
   to Options granted to Participating Key Employees under the Plan shall be
   deferred either automatically or at the election of the holder thereof or
   of the Committee; (vii) interpret and administer the Plan and any
   instrument or agreement relating to, or Option made under, the Plan
   (including, without limitation, any Option Agreement); (viii) establish,
   amend, suspend or waive such rules and regulations and appoint such agents
   as it shall deem appropriate for the proper administration of the Plan;
   and (ix) make any other determination and take any other action that the
   Committee deems necessary or desirable for the administration of the Plan. 
   Unless otherwise expressly provided in the Plan, all designations,
   determinations, interpretations and other decisions under or with respect
   to the Plan or any Option shall be within the sole discretion of the
   Committee, may be made at any time or from time to time, and shall be
   final, conclusive and binding upon all Persons, including the Company, any
   Affiliate, any Participating Key Employee, any holder or beneficiary of
   any Option, any shareholder and any employee of the Company or of any
   Affiliate.  

   Section 4.     Shares Available for Award

             (a)  Shares Available.  Subject to adjustment as provided in
   Section 4(b):

                  (i)  Number of Shares Available.  The number of Shares
        with respect to which Options may be granted under the Plan
        shall be 800,000 (on a post-September 3, 1996, two-for-one stock
        split basis).

                  (ii) Accounting for Awards.  The number of Shares
        covered by an Option under the Plan, or to which such Option
        relates, shall be counted on the date of grant of such Option
        against the number of Shares available for granting Options
        under the Plan.

                  (iii)     Sources of Shares Deliverable Under Options. 
        Any Shares delivered pursuant to the exercise of an Option may
        consist, in whole or in part, of authorized and unissued Shares
        or of treasury Shares.

             (b)  Adjustments.  In the event that the Committee shall
   determine that any dividend or other distribution (whether in the form of
   cash, Shares, other securities or other property), recapitalization, stock
   split, reverse stock split, reorganization, merger, consolidation, split-
   up, spin-off, combination, repurchase or exchange of Shares or other
   securities of the Company, issuance of warrants or other rights to
   purchase Shares or other securities of the Company, or other similar
   corporate transaction or event affects the Shares such that an adjustment
   is determined by the Committee to be appropriate in order to prevent
   dilution or enlargement of the benefits or potential benefits intended to
   be made available under the Plan, then the Committee may, in such manner
   as it may deem equitable, adjust any or all of (i) the number and type of
   Shares subject to the Plan and which thereafter may be made the subject of
   Options under the Plan; (ii) the number and type of Shares subject to
   outstanding Options; and (iii) the grant, purchase or exercise price with
   respect to any Option, or, if deemed appropriate, make provision for a
   cash payment to the holder of an outstanding Option; provided, however, in
   each case, that with respect to Incentive Stock Options no such adjustment
   shall be authorized to the extent that such authority would cause the Plan
   to violate Section 422(b) of the Code (or any successor provision
   thereto); and provided further that the number of Shares subject to any
   Option shall always be a whole number.  

   Section 5.     Eligibility

             Any Key Employee, including any executive officer or employee-
   director of the Company or of any Affiliate, who is not a member of the
   Committee shall be eligible to be designated a Participating Key Employee. 
   All Non-Employee Directors shall receive Non-Qualified Stock Options as
   provided in Section 6(b).

   Section 6.     Grants of Options

             (a)  Option Awards to Key Employees.  The Committee is hereby
   authorized to grant Options to Key Employees with the terms and conditions
   as set forth below and with such additional terms and conditions, in
   either case not inconsistent with the provisions of the Plan, as the
   Committee shall determine in its discretion.

                  (i)  Exercise Price.  The exercise price per Share of
        an Option granted pursuant to this Section 6(a) shall be
        determined by the Committee; provided, however, that such
        exercise price shall not be less than 100% of the Fair Market
        Value of a Share on the date of grant of such Option.

                  (ii) Option Term.  The term of each Option shall be
        fixed by the Committee; provided, however, that in no event
        shall the term of any Option exceed a period of ten years from
        the date of its grant.

                  (iii)     Exercisability and Method of Exercise.  An
        Option shall become exercisable in such manner and within such
        period or periods and in such installments or otherwise as shall
        be determined by the Committee.  The Committee also shall
        determine the method or methods by which, and the form or forms,
        including, without limitation, cash, Shares, other securities,
        other property or any combination thereof, having a Fair Market
        Value on the exercise date equal to the relevant exercise price,
        in which payment of the exercise price with respect to any
        Option may be made or deemed to have been made.

                  (iv) Incentive Stock Options.  The terms of any
        Incentive Stock Option granted under the Plan shall comply in
        all respects with the provisions of Section 422 of the Code (or
        any successor provision thereto) and any regulations promulgated
        thereunder.  Notwithstanding any provision in the Plan to the
        contrary, no Incentive Stock Option may be granted hereunder
        after the tenth anniversary of the adoption of the Plan by the
        Board of Directors of the Company.

             (b)  Non-Qualified Stock Option Awards to Non-Employee
   Directors.  Each Non-Employee Director shall automatically be granted Non-
   Qualified Stock Options under the Plan in the manner set forth in this
   Section 6(b).  A Non-Employee Director may hold more than one Non-
   Qualified Stock Option, but only on the terms and subject to any
   restrictions set forth herein.

                  (i)  Exercise Price.  The exercise price per Share
        shall be equal to 100% of the Fair Market Value of a Share on
        the date of grant of such Option.  The "market value" of a Share
        on the date of grant to the Non-Employee Director shall be the
        last bid price per Share for the Shares in the Nasdaq National
        Market on the trading date next preceding such grant date;
        provided, however, that if the principal market for the Shares
        is then a national securities exchange, the "market value" shall
        be the closing bid price per Share for the Shares on the
        principal securities exchange on which the Shares are traded on
        the trading date next preceding the date of grant, or in either
        case above, if no trading occurred on the trading date next
        preceding the date on which the Non-Qualified Stock Option is
        granted, then the "market price" per Share shall be determined
        with reference to the next preceding date on which the Shares
        were traded.

                  (ii) Grant of Options.  On the last day of each fiscal
        year of the Company during the existence of the Plan, each Non-
        Employee Director shall be automatically granted an Option to
        purchase 1,000 Shares.  All Options granted to Non-Employee
        Directors shall be Non-Qualified Stock Options.

                  (iii)     Exercisability and Termination of Options. 
        Except as expressly provided herein, Non-Qualified Stock Options
        granted to Non-Employee Directors under the Plan shall not be
        exercisable until one (1) year from the date on which such Non-
        Qualified Stock Option is granted and shall terminate on the
        earlier of:

                       (A)  five years after the date of grant;

                       (B)  three months after the Non-Employee
             Director ceases to be a director of the Company by
             reason of death, disability or retirement after
             attaining age 65; or

                       (C)  immediately upon the Non-Employee
             Director ceasing to be a director of the Company for
             any reason other than by reason of death, disability
             or retirement.

        If a Non-Employee Director ceases to be a director of the
        Company by reason of death, disability or retirement prior to
        the date the Non-Statutory Stock Option becomes exercisable, the
        Non-Statutory Stock Option shall become immediately exercisable
        in full.

                  (iv) Exercise of Options.  A Non-Qualified Stock
        Option granted to a Non-Employee Director may be exercised,
        subject to its terms and conditions and the terms and conditions
        of the Plan, in full at any time or in part from time to time by
        delivery to the Company at its principal office in Wisconsin
        Rapids, Wisconsin, of a written notice of exercise specifying
        the number of Shares with respect to which the Non-Qualified
        Stock Option is being exercised.  Any notice of exercise shall
        be accompanied by full payment of the Option price of the Shares
        being purchased (x) in cash or its equivalent; (y) by tendering
        previously acquired shares (valued at their Fair Market Value as
        of the date of exercise); or (z) by any combination of
        subparagraphs (x) and (y).  No Shares shall be issued until full
        payment therefor has been made. 

             (c)  General.
                  (i)  No Consideration for Options.  Options shall be
        granted for no cash consideration unless otherwise determined by
        the Committee.

                  (ii) Option Agreements.  Each Option granted under the
        Plan shall be evidenced by an Option Agreement in such form
        (consistent with the terms of the Plan) as shall have been
        approved by the Committee.

                  (iii)     Awards May Be Granted Separately or
        Together.  Options to Participating Key Employees under the Plan
        may be granted either alone or in addition to, in tandem with,
        or in substitution for, any other award granted under any other
        plan of the Company or any Affiliate.  Options granted in
        addition to, or in tandem with, other awards granted under any
        other plan of the Company or any Affiliate, may be granted
        either at the same time as or at a different time from the grant
        of such other awards.

                  (iv) Limits on Transfer of Options.  No Option shall
        be assignable, alienable, saleable or transferable otherwise
        than by will or by the laws of descent and distribution;
        provided, however, that a Participating Key Employee at the
        discretion of the Committee may, and a Non-Employee Director
        shall, be entitled, in the manner established by the Committee,
        to designate a beneficiary or beneficiaries to exercise his or
        her rights, and to receive any property distributable, with
        respect to any Option upon the death of the Participating Key
        Employee or the Non-Employee Director, as the case may be.  Each
        Option shall be exercisable, during the lifetime of the
        Participating Key Employee or the Non-Employee Director, only by
        such individual or, if permissible under applicable law, by such
        individual's guardian or legal representative.  No Options may
        be pledged, alienated, attached or otherwise encumbered, and any
        purported pledge, alienation, attachment or encumbrance thereof
        shall be void and unenforceable against the Company or any
        Affiliate.

                  (v)  Term of Options.  Except as otherwise provided in
        the Plan, the term of each Option shall be for such period as
        may be determined by the Committee.

                  (vi) Share Certificates; Representation.  All
        certificates for Shares delivered under the Plan pursuant to the
        exercise of any Option shall be subject to such stop transfer
        orders and other restrictions as the Committee may deem
        advisable under the Plan or the rules, regulations and other
        requirements of the Commission, Nasdaq Stock Market or any stock
        exchange or other market upon which such Shares are then listed
        or traded, and any applicable federal or state securities laws,
        and the Committee may cause a legend or legends to be put on any
        such certificates to make appropriate reference to such
        restrictions.  The Committee may require each Participating Key
        Employee, Non-Employee Director or other Person who acquires
        Shares under the Plan by means of an Option originally granted
        to a Participating Key Employee, Non-Employee Director or other
        Person to represent to the Company in writing that such
        Participating Key Employee, Non-Employee Director or other
        Person is acquiring the Shares without a view to the
        distribution thereof.

   Section 7.     Amendment and Termination of the Plan; Correction of
                  Defects and Omissions

             (a)  Amendments to and Termination of the Plan.  The Board of
   Directors of the Company may at any time amend, alter, suspend,
   discontinue or terminate the Plan; provided, however, that shareholder
   approval of any amendment of the Plan shall also be obtained if otherwise
   required by: (i) the rules and/or regulations promulgated under Section 16
   of the Exchange Act (in order for the Plan to remain qualified under Rule
   16b-3); (ii) the Code or any rules promulgated thereunder (in order to
   allow for Incentive Stock Options to be granted under the Plan); or
   (iii) the quotation or listing requirements of the Nasdaq National Market
   or any principal securities exchange or market on which the Shares are
   then traded (in order to maintain the quotation or listing of the Shares
   thereon).  Termination of the Plan shall not affect the rights of
   Participating Key Employees and Non-Employee Directors with respect to
   Options previously granted to them, and all unexpired Options shall
   continue in force and effect after termination of the Plan except as they
   may lapse or be terminated by their own terms and conditions.

             (b)  Correction of Defects, Omissions and Inconsistencies.  The
   Committee may in its discretion correct any defect, supply any omission or
   reconcile any inconsistency in any Option or Option Agreement in the
   manner and to the extent it shall deem desirable to carry the Plan into
   effect.

   Section 8.     General Provisions

             (a)  No Rights to Awards.  No Key Employee, Participating Key
   Employee or other Person (other than a Non-Employee Director to the extent
   provided in Section 6(b) of the Plan) shall have any claim to be granted
   any Option under the Plan, and there is no obligation for uniformity of
   treatment of Key Employees, Participating Key Employees or holders or
   beneficiaries of Options under the Plan.  The terms and conditions of
   Options need not be the same with respect to each Participating Key
   Employee.

             (b)  Withholding.  No later than the date as of which an amount
   first becomes includable in the gross income of a Participating Key
   Employee for federal income tax purposes with respect to any Option under
   the Plan, the Participating Key Employee shall pay to the Company, or make
   arrangements satisfactory to the Company regarding the payment of any
   federal, state, local or foreign taxes of any kind required by law to be
   withheld with respect to such amount.  Unless otherwise determined by the
   Committee, withholding obligations arising with respect to Options granted
   to Participating Key Employees under the Plan may be settled with Shares
   previously owned by the Participating Key Employee; provided, however,
   that the Participating Key Employee may not settle such obligations with
   Shares that are part of, or are received upon exercise of, the Option that
   gives rise to the withholding requirement.  The obligations of the Company
   under the Plan shall be conditional on such payment or arrangements, and
   the Company and any Affiliate shall, to the extent permitted by law, have
   the right to deduct any such taxes from any payment otherwise due to the
   Participating Key Employee.  The Committee may establish such procedures
   as it deems appropriate for the settling of withholding obligations with
   Shares, including, without limitation, the establishment of such
   procedures as may be necessary to satisfy the requirements of Rule 16b-3.

             With the consent of the Committee, an Option holder may be
   permitted to satisfy the Company's withholding tax requirements by
   electing to have the Company withhold shares otherwise issuable to the
   Option holder.  The election shall be made in writing and shall be made
   according to such rules and in such form as the Company may determine.

             (c)  No Limit on Other Compensation Arrangements.  Nothing
   contained in the Plan shall prevent the Company or any Affiliate from
   adopting or continuing in effect other or additional compensation
   arrangements, and such arrangements may be either generally applicable or
   applicable only in specific cases.

             (d)  Rights and Status of Recipients of Options.  The grant of
   an Option shall not be construed as giving a Participating Key Employee
   the right to be retained in the employ of the Company or any Affiliate. 
   Further, the Company or any Affiliate may at any time dismiss a
   Participating Key Employee from employment, free from any liability, or
   any claim under the Plan, unless otherwise expressly provided in the Plan
   or in any Option Agreement.  The grant of an Option to a Non-Employee
   Director pursuant to Section 6(b) of the Plan shall confer no right on
   such Non-Employee Director to continue as a director of the Company. 
   Except for rights accorded under the Plan and under any applicable Option
   Agreement, Participating Key Employees and Non-Employee Directors shall
   have no rights as holders of Shares as a result of the granting of Options
   hereunder.

             (e)  Unfunded Status of the Plan.  Unless otherwise determined
   by the Committee, the Plan shall be unfunded and shall not create (or be
   construed to create) a trust or a separate fund or funds.  The Plan shall
   not establish any fiduciary relationship between the Company or the
   Committee and any Participating Key Employee, Non-Employee Director or
   other Person.  To the extent any Person holds any right by virtue of a
   grant under the Plan, such right (unless otherwise determined by the
   Committee) shall be no greater than the right of an unsecured general
   creditor of the Company.

             (f)  Governing Law.  The validity, construction and effect of
   the Plan and any rules and regulations relating to the Plan shall be
   determined in accordance with the internal laws of the State of Wisconsin
   and applicable federal law.

             (g)  Severability.  If any provision of the Plan or any Option
   Agreement or any Option is or becomes or is deemed to be invalid, illegal
   or unenforceable in any jurisdiction, or as to any Person or Option, or
   would disqualify the Plan, any Option Agreement or any Option under any
   law deemed applicable by the Committee, such provision shall be construed
   or deemed amended to conform to applicable laws, or if it cannot be so
   construed or deemed amended without, in the determination of the
   Committee, materially altering the intent of the Plan, any Option
   Agreement or the Option, such provision shall be stricken as to such
   jurisdiction, Person or Option, and the remainder of the Plan, any such
   Option Agreement and any such Option shall remain in full force and
   effect.

             (h)  No Fractional Shares.  No fractional Shares or other
   securities shall be issued or delivered pursuant to the Plan or any Option
   Agreement, and the Committee shall determine (except as otherwise provided
   in the Plan) whether cash, other securities or other property shall be
   paid or transferred in lieu of any fractional Shares or other securities,
   or whether such fractional Shares or other securities or any rights
   thereto shall be canceled, terminated or otherwise eliminated.

             (i)  Headings.  Headings are given to the Sections and
   subsections of the Plan solely as a convenience to facilitate reference. 
   Such headings shall not be deemed in any way material or relevant to the
   construction or interpretation of the Plan or any provision thereof.

   Section 9.     Effective Date of the Plan

             The Plan shall be effective as of May 17, 1995 subject to
   shareholder approval of the Plan within 12 months following the date of
   adoption of the Plan by the Board of Directors, and all Options granted
   under the Plan prior to the date of shareholder approval shall be subject
   to such approval and the effective date of such Option grants shall be
   deemed to be the date of such shareholder approval.

   Section 10.    Term of the Plan

             No Option shall be granted under the Plan following the seventh
   anniversary of its effective date.  However, unless otherwise expressly
   provided in the Plan or in an applicable Option Agreement, any Option
   theretofore granted may extend beyond such date and, to the extent set
   forth in the Plan, the authority of the Committee to amend, alter, adjust,
   suspend, discontinue or terminate any such Option, or to waive any
   conditions or restrictions with respect to any such Option, and the
   authority of the Board of Directors of the Company to amend the Plan,
   shall extend beyond such date.