KEY EXECUTIVE EMPLOYMENT AND SEVERANCE AGREEMENT
                ------------------------------------------------

         THIS  AGREEMENT,  made and entered  into as of the 7th day of December,
1998,  by and between  NORTHLAND  CRANBERRIES,  INC.,  a  Wisconsin  corporation
("Company"), and SCOTT R. CORRIVEAU ("Executive").

                              W I T N E S S E T H:

         WHEREAS,  the  Executive is employed by the Company as its  President -
Branded Division,  and the Executive's  services in such capacities are critical
to the continued successful conduct of the business of the Company;

         WHEREAS, the Company recognizes that circumstances in which a change in
control of the Company  occurs,  through  acquisition  or otherwise,  are highly
disruptive and will cause  uncertainty  about the Executive's  future employment
with  the  Company  without  regard  to  the  Executive's   competence  or  past
contributions  and that such  uncertainty  may materially  adversely  affect the
Company;

         WHEREAS,  the Company and the  Executive are desirous that any proposal
for a change in control or  acquisition of the Company will be considered by the
Executive objectively,  with reference only to the best interests of the Company
and its  shareholders  and without  undue  regard for the  Executive's  personal
interests; and

         WHEREAS,  the  Executive  will be in a better  position to consider the
Company's  and its  shareholders'  best  interests if the  Executive is afforded
reasonable security,  as provided in this Agreement,  against altered conditions
of employment which could result from any such change in control or acquisition.

         NOW,  THEREFORE,  in  consideration  of the foregoing and of the mutual
covenants and agreements  hereinafter  set forth,  the parties  hereto  mutually
covenant and agree as follows:

         1. Definitions.
            -----------

         (a) Act.  For  purposes  of this  Agreement,  the term "Act"  means the
Securities Exchange Act of 1934, as amended.

         (b) Affiliate and Associate.  For purposes of this Agreement, the terms
"Affiliate" and "Associate" shall have the respective  meanings ascribed to such
terms in Rule 12b-2 of the General Rules and Regulations of the Act.

         (c) Beneficial Owner. For purposes of this Agreement, a Person shall be
deemed to be the "Beneficial Owner" of any securities:

                  (i) which such  Person or any of such  Person's  Affiliate  or
         Associates has the right to acquire  (whether such right is exercisable
         immediately  or  only  after  the  passage  of  time)  pursuant  to any
         agreement,  arrangement  or  understanding,  or upon  the  exercise  of
         conversion rights,  exchange rights,  rights,



         warrants or options,  or otherwise;  provided,  however,  that a Person
         shall not be deemed the  Beneficial  Owner of, or to  beneficially  own
         securities  tendered  pursuant to a tender or exchange offer made by or
         on  behalf  of  such  Person  or any of  such  Person's  Affiliates  or
         Associates until such tendered securities are accepted for purchase.

                    (ii) which such Person or any of such Person's Affiliates or
          Associates,  directly or indirectly,  has the right to vote or dispose
          of or "beneficial  ownership" of (as determined pursuant to Rule 13d-3
          of the  General  Rules  and  Regulations  under  the  Act),  including
          pursuant to any  agreement,  arrangement or  understanding;  provided,
          however, that a Person shall not be deemed the Beneficial Owner of, or
          to beneficially  own, any security under this  subparagraph  (ii) as a
          result of an  agreement,  arrangement  or  understanding  to vote such
          security if the agreement,  arrangement or  understanding:  (A) arises
          solely  from a  revocable  proxy or  consent  given to such  Person in
          response to a public proxy or consent  solicitation  made pursuant to,
          and in accordance with, the applicable rules and regulations under the
          Act and (B) is not also then  reportable  on a Schedule  130 under the
          Act (or any comparable or successor report); or

                  (iii) which are beneficially owned, directly or indirectly, by
         any  other  Person  with  which  such  Person  or any of such  Person's
         Affiliates   or   Associates   has  any   agreement,   arrangement   or
         understanding  for the purpose of acquiring,  holding,  voting  (except
         pursuant to a revocable  proxy as  described  in  Subsection  1(c) (ii)
         above) or disposing of any voting securities of the Company.

         (d) Cause.  "Cause" for  termination by the Company of the  Executive's
employment  after a Change of Control of the Company shall, for purposes of this
Agreement,  be limited  to (i) the  engaging  by the  Executive  in  intentional
conduct  not taken in good  faith  which has  caused  demonstrable  and  serious
financial  injury to the Company,  as evidenced by a determination  in a binding
and  final  judgment,  order or decree  of a court or  administrative  agency of
competent  jurisdiction,  in effect after  exhaustion  or lapse of all rights of
appeal,   in  an  action,   suit  or  proceeding,   whether   civil,   criminal,
administrative  or  investigative;  (ii) conviction of a felony (as evidenced by
binding  and  final  judgment,   order,  or  decree  of  a  court  of  competent
jurisdiction, in effect after exhaustion or lapse of all rights of appeal) which
substantially   impairs  the  Executive's  ability  to  perform  his  duties  or
responsibilities;  and (iii) continuing willful and unreasonable  refusal by the
Executive  to  perform  the  Executive's  duties  or  responsibilities   (unless
significantly changed without the Executive's consent).

         (e) Change in Control of the Company. For purposes of this Agreement, a
"Change  in Control  of the  Company  shall mean a change in control of a nature
that would be required  to be reported in response to Item 6(e) of Schedule  14A
of Regulation 14A promulgated  under the Act. Without limiting the inclusiveness
of the definition in the preceding sentence,  a Change in Control of the Company
shall be deemed to have occurred if:

                  (i) any Person  (other than any  employee  benefit plan of the
         Company or of any  subsidiary  of the Company or any Person  organized,
         appointed  or  established  pursuant  to the terms of any such  benefit
         plan) is or becomes the  Beneficial  Owner of securities of the Company
         representing at least 30% of the combined voting


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         power  of  the  Company's  then  outstanding  securities  or 30% of the
         Company's then outstanding Class A Common Stock;

                  (ii)  two  or  more  of  the  members  of the  Board  are  not
         Continuing Directors;

                  (iii)  there shall be  consummated  (x) any  consolidation  or
         merger of the  Company in which the  Company is not the  continuing  or
         surviving  corporation  or  pursuant to which  shares of the  Company's
         capital  stock  would  be  converted  into  cash,  securities  or other
         property,  other than a merger of the  Company in which the  holders of
         the Company's  capital stock  immediately  prior to the merger have the
         same  proportionate   ownership  of  capital  stock  of  the  surviving
         corporation  immediately  after the  merger,  or (y) any  sale,  lease,
         exchange or other  transfer (in one  transaction or a series of related
         transactions)  of all,  or  substantially  all,  of the  assets  of the
         Company; or

                  (iv) the  shareholders'  of the  Company  approve  any plan or
         proposal for the liquidation or dissolution of the Company.

         (f)  Continuing  Director.  For  purposes of this  Agreement,  the term
"Continuing  Director" means any member of the Board of Directors of the Company
who was a member  of such  Board  on the  date  hereof  and any  successor  of a
Continuing  Director who is  recommended  to succeed a Continuing  Director by a
majority of the Continuing Directors then on such Board.

         (g) Code.  For  purposes of this  Agreement,  the term "Code" means the
Internal Revenue Code of 1986, including any amendments thereto or successor tax
codes thereof.

         (h)  Covered  Termination.  For  purposes of this  Agreement,  the term
"Covered Termination" means any termination of the Executive's  employment where
the  Termination  Date is any  date  on or  prior  to the end of the  Employment
Period.

         (i)  Employment  Period.  For  purposes  of this  Agreement,  the  term
"Employment Period" means a period commencing on the date of a Change in Control
of the Company, and ending at 11:59 p.m. Milwaukee time on the third anniversary
of such date.

         (j) Good Reason.  For purposes of this  Agreement,  the Executive shall
have a "Good Reason" for termination of employment  after a Change in Control of
the Company in the event of:

                  (i) any breach of this  Agreement  by the  Company,  including
         specifically  any breach by the Company of its agreements  contained in
         Sections 4, 5 or 6 hereof;

                  (ii) the  removal of the  Executive  from,  or any  failure to
         reelect the Executive to, any of the positions held with the Company on
         the date of the Change in Control of the Company or any other positions
         with the Company to which the


                                      -3-


         Executive shall thereafter be elected or assigned,  except in the event
         that such removal or failure to reelect  relates to the  termination by
         the  Company of the  Executive's  employment  for Cause or by reason of
         disability pursuant to Section 12 hereof;

                  (iii) a good faith  determination  by the Executive that there
         has been a significant adverse change,  without the Executive's written
         consent,  in the  Executive's  working  conditions  or status  with the
         Company from such working  conditions  or status in effect  immediately
         prior to the  Change  in  Control  of the  Company,  including  but not
         limited  to (A) a  significant  change  in the  nature  or scope of the
         Executive's authority,  powers, functions,  duties or responsibilities,
         or (B) a reduction in the level of support services, staff, secretarial
         and other assistance, office space and accoutrements; or

                  (iv) failure by the Company to obtain the  Agreement  referred
         to in Section 17(a) hereof as provided therein.

         (k) Person.  For purposes of this  Agreement,  the term "Person"  shall
mean any individual,  firm, partnership,  corporation or other entity, including
any successor (by merger or otherwise) of such entity,  or a group of any of the
foregoing acting in concert.

         (l)  Termination  Date.  For  purposes  of this  Agreement,  except  as
otherwise  provided  in  Section  10(b)  and  Section  17(a)  hereof,  the  term
"Termination Date" means (i) if the Executive's  employment is terminated by the
Executive's  death,  the date of death;  (ii) if the  Executive's  employment is
terminated by reason of voluntary early retirement,  as agreed in writing by the
Company and the Executive,  the date of such early retirement which is set forth
in such written agreement;  (iii) if the Executive's employment is terminated by
reason of disability  pursuant to Section 12 hereof,  the earlier of thirty (30)
days after the Notice of Termination is given or one day prior to the end of the
Employment  Period;  (iv) if the  Executive's  employment  is  terminated by the
Executive  voluntarily  (other  than for Good  Reason),  the date the  Notice of
Termination is given; and (v) if the Executive's employment is terminated by the
Company (other than by reason of disability pursuant to Section 12 hereof) or by
the Executive for Good Reason,  the earlier of thirty (30) days after the Notice
of Termination  is given or one day prior to the end of the  Employment  Period.
Notwithstanding the foregoing,

         (A) If  termination  is by the  Company  for Cause  pursuant to Section
1(d)(iii)  of  this  Agreement  and if  the  Executive  has  cured  the  conduct
constituting such Cause as described by the Company in its Notice of Termination
within such thirty (30) day or shorter period,  then the Executive's  employment
hereunder  shall  continue  as if the Company  had not  delivered  its Notice of
Termination.

         (B) If the Company shall give a Notice of  Termination  for Cause or by
reason of disability and the Executive in good faith notifies the Company that a
dispute  exists  concerning the  termination  within the fifteen (15) day period
following  receipt  thereof,  then  the  Executive  may  elect to  continue  his
employment  during such  dispute and the  Termination  Date shall be  determined
under this paragraph. If the Executive so elects and it is thereafter determined
that Cause or disability (as the case may be) did exist,  the  Termination  Date
shall be the earlier of (1) the date on which the dispute is finally determined,
either (x) by mutual written  agreement of the parties or (y) in accordance with
Section 22 hereof,  (2) the date of


                                      -4-


the Executive's death, or (3) one day prior to the end of the Employment Period.
If the  Executive  so  elects  and it is  thereafter  determined  that  Cause or
disability  (as the  case may be) did not  exist,  then  the  employment  of the
Executive  hereunder shall continue after such  determination  as if the Company
had not delivered its Notice of  Termination  and there shall be no  Termination
Date arising out of such Notice. In either case, this Agreement continues, until
the Termination  Date, if any, as if the Company had not delivered the Notice of
Termination  except that, if it is finally  determined that the Company properly
terminated the Executive for the reason  asserted in the Notice of  Termination,
the  Executive  shall  in no case  be  entitled  to a  Termination  Payment  (as
hereinafter defined) arising out of events occurring after the Company delivered
its Notice of Termination.

         (C) If the Executive  shall in good faith give a Notice of  Termination
for Good Reason and the Company  notifies the  Executive  that a dispute  exists
concerning the termination  within the fifteen (15) day period following receipt
thereof,  then the  Executive may elect to continue his  employment  during such
dispute and the Termination  Date shall be determined  under this paragraph.  If
the  Executive so elects and it is  thereafter  determined  that Good Reason did
exist,  the  Termination  Date shall be the earlier of (1) the date on which the
dispute is finally  determined,  either (x) by mutual  written  agreement of the
parties  or (y) in  accordance  with  Section  22  hereof,  (2) the  date of the
Executive's  death or (3) one day prior to the end of the Employment  Period. If
the Executive so elects and it is thereafter determined that Good Reason did not
exist, then the employment of the Executive  hereunder shall continue after such
determination  as if the Executive  had not delivered the Notice of  Termination
asserting Good Reason and there shall be no Termination Date arising out of such
Notice. In either case, this Agreement continues, until the Termination Date, if
any, as if the  Executive had not  delivered  the Notice of  Termination  except
that,  if it is finally  determined  that Good Reason did exist,  the  Executive
shall in no case be denied the benefits  described in Sections 8(b) and 9 hereof
(including a Termination  Payment) based on events occurring after the Executive
delivered his Notice of Termination.

         (D) If an opinion is required to be delivered  pursuant to Section 9(b)
hereof and such opinion  shall not have been  delivered,  the  Termination  Date
shall be the earlier of the date on which such  opinion is  delivered or one day
prior to the end of the Employment Period.

         (E) Except as provided in  Paragraphs  (B) and (C) above,  if the party
receiving  the Notice of  Termination  notifies  the other  party that a dispute
exists  concerning the termination  within the fifteen (15) day period following
receipt  thereof and it is finally  determined  that the reason asserted in such
Notice of  Termination  did not exist,  then (1) if such Notice was delivered by
the Executive,  the Executive will be deemed to have voluntarily  terminated his
employment  and (2) if delivered  by the Company,  the Company will be deemed to
have  terminated  the  Executive  other than by reason of death,  disability  or
Cause.

         2. Termination or Cancellation Prior to Change in Control.  The Company
and the Executive shall each retain the right to terminate the employment of the
Executive at any time prior to a Change in Control of the Company.  In the event
the  Executive's  employment is  terminated  prior to a Change in Control of the
Company,  this  Agreement  shall be  terminated  and cancelled and of no further
force and effect and any and all rights and obligations of the parties hereunder
shall cease.


                                      -5-


         3. Employment Period. If a Change in Control of the Company occurs when
the Executive is employed by the Company,  the Company will continue  thereafter
to employ the Executive  during the  Employment  Period,  and the Executive will
remain in the employ of the Company, in accordance with and subject to the terms
and provisions of this Agreement.

         4. Duties.  During the Employment  Period,  the Executive shall, in the
same capacities and positions held by the Executive at the time of the Change in
Control of the  Company  or in such other  capacities  and  positions  as may be
agreed to by the Company and the  Executive in writing,  devote the  Executive's
best efforts and all of the  Executive's  business time,  attention and skill to
the business and affairs of the Company,  as such business and affairs now exist
and as they may hereafter be conducted.  The services  which are to be performed
by the Executive  hereunder are to be rendered in the same  metropolitan area in
which the  Executive  was  employed at the time of such Change in Control of the
Company,  or in such other place or places as shall be  mutually  agreed upon in
writing  by the  Executive  and the  Company  from  time to  time.  Without  the
Executive's  consent the Executive  shall not be required to be absent from such
metropolitan  area  more than  forty-five  (45) days in any  twelve  (12)  month
period.

         5.  Compensation.  During the Employment Period, the Executive shall be
compensated as follows:

         (a) The Executive  shall  receive,  at such intervals and in accordance
with such standard policies of the Company as may be in effect immediately prior
to the  Change  in  Control  of the  Company,  an  annual  base  salary  in cash
equivalent  of not less than the  Executive's  annual  base  salary as in effect
immediately  prior to the Change in Control of the  Company  (which  base salary
shall, unless otherwise agreed in writing by the Executive,  include the current
receipt by the Executive of any amounts which, prior to the Change in Control of
the Company,  the Executive had elected to defer,  whether such  compensation is
deferred under Section  401(k) of the Code or otherwise),  subject to adjustment
as hereinafter provided.

         (b) The Executive  shall, at such intervals and in accordance with such
standard policies as may be in effect immediately prior to the Change in Control
of the Company, be reimbursed for any and all monies advanced in connection with
the Executive's employment for reasonable and necessary expenses incurred by the
Executive on behalf of the Company, including travel expenses.

         (c) The Executive shall be included,  to the extent eligible thereunder
(which  eligibility shall not be conditioned on the Executive's  salary grade or
on any other  requirement  which  excludes  persons of comparable  status to the
Executive  unless such  exclusion  was in effect for such plan or an  equivalent
plan immediately prior to the Change in Control of the Company),  in any and all
plans  providing  benefits  for the  Company's  salaried  employees  in general,
including  but not  limited to group life  insurance,  hospitalization,  medical
dental, profit sharing and stock bonus plans; provided,  that, in no event shall
the  aggregate  level of  benefits  under such plans in which the  Executive  is
included be less than the aggregate level of benefits under plans of the Company
of the  type  referred  to in this  Section  5(c) in  which  the  Executive  was
participating immediately prior to the Change in Control of the Company.


                                      -6-


         (d) The  Executive  shall  annually  be  entitled  to not less than the
amount of paid  vacation and not fewer than the number of paid holidays to which
the Executive was entitled  annually  immediately prior to the Change in Control
of the  Company  or such  greater  amount of paid  vacation  and  number of paid
holidays as may be made available annually to other executives of the Company of
comparable status and position to the Executive.

         (e) The Executive shall be included in all plans  providing  additional
benefits to executives  of the Company of comparable  status and position to the
Executive, including but not limited to deferred compensation, split-dollar life
insurance,  supplemental  retirement,  stock option,  stock appreciation,  stock
bonus, cash bonus and similar or comparable plans;  provided,  that, in no event
shall  the  aggregate  level of  benefits  under  such  plans  be less  than the
aggregate  level of benefits  under plans of the Company of the type referred to
in this Section 5(e) in which the Executive was participating  immediately prior
to the Change in Control of the Company.

         6. Annual Compensation  Adjustments.  During the Employment Period, the
Board of Directors of the Company (or an  appropriate  committee  thereof)  will
consider and appraise, at least annually,  the contributions of the Executive to
the  Company's  operating  efficiency,  growth,  cash flow from  operations  and
operating  profits,  and, in accordance with the Company's practice prior to the
Change in Control of the Company, due consideration shall be given to the upward
adjustment  of the  Executive's  base  compensation  rate,  at  least  annually,
commensurate  with (i)  increases  generally  given to other  executives  of the
Company of  comparable  status and  position to the  Executive,  and (ii) as the
scope of the Company's operations or the Executive's duties expand.

         7. Termination For Cause or Without Good Reason.  If there is a Covered
Termination  for Cause or due to the  Executive's  voluntarily  terminating  his
employment  other than for Good Reason (any such  terminations  to be subject to
the  procedures  set forth in Section 13 hereof),  then the  Executive  shall be
entitled to receive only Accrued Benefits pursuant to Section 9(a) hereof.

         8. Termination Giving Rise to a Termination  Payment. (a) If there is a
Covered  Termination  by the Executive for Good Reason,  or by the Company other
than by reason of (i) death,  (ii) disability  pursuant to Section 12 hereof, or
(iii) Cause,  then the Executive  shall be entitled to receive,  and the Company
shall  promptly pay,  Accrued  Benefits  pursuant to Section 9(a) hereof and, in
lieu of further  base salary for periods  following  the  Termination  Date,  as
liquidated  damages and  severance  pay,  the  Termination  Payment  pursuant to
Section 9(b) hereof.

         (b) If there is a Covered  Termination and the Executive is entitled to
Accrued  Benefits  and the  Termination  Payment,  then the  Executive  shall be
entitled to the following additional benefits:

                  (i)  The  Executive  shall  receive,  at  the  expense  of the
         Company, outplacement services on an individualized basis provided by a
         nationally recognized executive placement firm selected by the Company.


                                      -7-


                  (ii) Until the earlier of third anniversary of the Termination
         Date or such time as the Executive has obtained new  employment  and is
         covered by benefits  which in the aggregate are at least equal in value
         to the following  benefits the Executive  shall continue to be covered,
         at the  expense  of  the  Company,  by  the  same  or  equivalent  life
         insurance, hospitalization, medical and dental coverage as was required
         hereunder with respect to the Executive  immediately  prior to the date
         the Notice of Termination is given.

         9. Payments Upon Termination.

         (a) Accrued Benefits.  For purposes of this Agreement,  the Executive's
"Accrued  Benefits"  shall include the following  amounts,  payable as described
herein:  (i) all base  salary for the time period  ending  with the  Termination
Date; (ii)  reimbursement for any and all monies advanced in connection with the
Executive's  employment for reasonable  and necessary  expenses  incurred by the
Executive  on  behalf  of the  Company  for the  time  period  ending  with  the
Termination  Date;  (iii) any and all other cash earned through the  Termination
Date and deferred at the  election of the  Executive or pursuant to any deferred
compensation  plan  then in  effect;  (iv) a lump sum  payment  of the  bonus or
incentive  compensation  otherwise  payable to the Executive with respect to the
year in which termination occurs under all bonus or incentive  compensation plan
or plans of the Company in which the  Executive  is a  participant;  and (v) all
other  payments  and  benefits  to  which  the  Executive  may  be  entitled  as
compensatory  fringe  benefits  or under  the terms of any  benefit  plan of the
Company, including severance payments under the Company's severance policies and
practices  as in  effect  immediately  prior to the  Change  in  Control  of the
Company.  Payment of Accrued  Benefit shall be made promptly in accordance  with
the Company's  prevailing  practice with respect to Subsections (i) and (ii) or,
with respect to Subsections  (iii),  (iv) and (v),  pursuant to the terms of the
benefit plan or practice establishing such benefits.

         (b) Termination  Payment.  The  Termination  Payment shall be an amount
equal to the  average of the  Executive's  annual  base salary over the five (5)
fiscal  years of the Company  immediately  prior to the Change in Control of the
Company. The Termination Payment shall be paid to the Executive in cash no later
than ten (10) business days after the Termination  Date. The Executive shall not
be required to mitigate the amount of the Termination  Payment by securing other
employment  or  otherwise,  nor will such  Payment  be  reduced by reason of the
Executive securing other employment or for any other reason.

         It is the intention of the Company and the Executive that no portion of
the Termination Payment,  Accrued Benefits or any other payment or benefit under
this  Agreement,  or payments to or for the benefit of the  Executive  under any
other  agreement or plan of the Company,  regardless  of whether such payment or
benefit was paid or provided  for prior to the Covered  Termination  (herein all
collectively  referred to as the "Total  Payments"),  be deemed to be an "excess
parachute payment" as defined in Section 280G of the Code. It is agreed that the
present value of the Total Payments and any other payments to or for the benefit
of the Executive in the nature of compensation,  receipt of which are contingent
on the change of control of the Company and to which Section 280G of the Code or
any successor  provision  thereto  applies (in the aggregate  "Total  Benefits")
shall not exceed an amount  equal to one  dollar  less than the  maximum  amount
which the Executive may receive without


                                      -8-


becoming subject to the tax imposed by Section 4999 of the Code or any successor
provision  (the  "Excise  Tax") or which the  Company  may pay  without  loss of
deduction under Section 280G(a) of the Code or any successor  provision thereto.
Present value for purposes of this  Agreement  shall be calculated in accordance
with Section 280G(d)(4) of the Code or any successor  provision thereto.  Within
forty-five  (45) days following a Covered  Termination or notice by either party
to the other of its belief that there is a payment or benefit due the  Executive
which will result in an excess parachute payment, the Executive and the Company,
at the  Company's  expense,  shall obtain the opinion of such legal counsel (the
opinion of legal  counsel  need not to be  unqualified),  and  certified  public
accountants as the Executive may choose,  which sets forth (a) the amount of the
Base Period Income of the  Executive,  (b) the present value of Total  Benefits,
and (c) the amount and present value of any excess  parachute  payments.  In the
event  that such  opinions  determine  that there  would be an excess  parachute
payment, the Termination Payment or any other payment determined by such counsel
to be  includible  in the Total  Benefits,  shall be  reduced or  eliminated  as
specified by the  Executive in writing  delivered to the Company  within  thirty
(30) days of his  receipt  of such  opinions  or, if the  Executive  fails to so
notify the Company,  then as the Company  shall  reasonably  determine,  so that
under the bases of  calculation  set forth in such  opinions the Total  Benefits
paid to the  Executive  shall be an  amount  equal to one  dollar  less than the
maximum amount which the Executive may receive without  becoming  subject to the
Excise Tax (the  "Reduced  Amount").  For purposes of this  Agreement,  the term
"Base Period  Income"  shall be an amount equal to the  Executive's  "annualized
includible  compensation"  from the Company for the "base  period" as defined in
Sections 280G(d)(1) and (2) of the Code or any successor  provisions thereto. In
the  event  that the  provisions  of  Sections  280G and 4999 of the Code or any
successor  provision are repealed without  succession this provision shall be of
no further force or effect.

         As a result of the  uncertainty  in the  application of Section 280G of
the  Code  at the  time  of the  initial  determination  by  legal  counsel  and
accountants as provided in this provision, it is possible that amounts will have
been paid or  distributed  by the Company to or for the benefit of the Executive
pursuant to this  Agreement  which  should not have been so paid or  distributed
("Over-payment")  or that  additional  amounts  which will have not been paid or
distributed  by the Company to or for the benefit of the  Executive  pursuant to
this Agreement could have been so paid or distributed ("Underpayment"),  in each
case,  consistent with the calculation of the Reduced Amount  hereunder.  In the
event that such legal  counsel,  based upon the assertion of a deficiency by the
Internal  Revenue  Service against the Company or the Executive which such legal
counsel  believes  has a  high  probability  of  success  or  other  controlling
precedent or substantial  authority,  determines  that an  Overpayment  has been
made,  any such  Overpayment  paid or  distributed  by the Company to or for the
benefit of the  Executive  shall be treated  for all  purposes  as a loan to the
Executive which the Executive shall repay to the Company  together with interest
at the applicable  federal rate provided for in Section  7872(f)(2) of the Code;
provided,  however,  that no amount  shall be  payable by the  Executive  to the
Company if and to the extent such  payment  would not reduce the amount which is
subject to the excise tax under Section 4999 of the Code. In the event that such
legal counsel,  based upon controlling precedent or other substantial authority,
determines that an Underpayment  has occurred,  any such  Underpayment  shall be
promptly  paid by the  Company to or for the benefit of the  Executive  together
with interest at the applicable  federal rate provided for in Section 7872(f)(2)
of the Code.


                                      -9-


         10. Death. (a) Except as provided in Section 10(b) hereof, in the event
of a Covered  Termination due to the Executive's death, the Executive's  estate,
heirs and  beneficiaries  shall  receive all the  Executive's  Accrued  Benefits
through the Termination Date.

         (b) In the event the Executive  dies after a Notice of  Termination  is
given (i) by the  Company,  other than by reason of  disability,  or (ii) by the
Executive for Good Reason, the Executive's estate, heirs and beneficiaries shall
be entitled to the benefits  described in Section  10(a) hereof and,  subject to
the provisions of this Agreement,  to such Termination  Payment as the Executive
would have been  entitled  to had the  Executive  lived.  For  purposes  of this
Subsection  10(b), the Termination Date shall be the earlier of thirty (30) days
following the giving of the Notice of Termination or one day prior to the end of
the Employment Period, subject to delay pursuant to Section 1(1) hereof.

         11. Retirement. If, during the Employment Period, the Executive and the
Company  shall execute an agreement  providing  for the early  retirement of the
Executive from the Company, or the Executive shall otherwise give notice that he
is voluntarily  choosing to retire early from the Company,  the Executive  shall
receive Accrued Benefits  through the Termination  Date;  provided,  that if the
Executive's  employment is terminated by the Executive for Good Reason or by the
Company  other than by reason of death,  disability  or Cause and the  Executive
also, in connection with such  termination,  elects voluntary early  retirement,
the Executive shall also be entitled to receive a Termination  Payment  pursuant
to Section 9(b) hereof.

         12. Termination for Disability.  If, during the Employment Period, as a
result of the Executive's disability due to physical or mental illness or injury
(regardless  of whether such illness or injury is  job-related),  the  Executive
shall have been  absent from the  Executive's  duties  hereunder  on a full-time
basis for six (6)  consecutive  months  and,  within  thirty (30) days after the
Company  notifies the  Executive  in writing  that it intends to  terminate  the
Executive's  employment  (which  notice  shall  not  constitute  the  Notice  of
Termination  contemplated  below),  the Executive shall not have returned to the
performance  of the  Executive's  duties  hereunder  on a full-time  basis,  the
Company  may  terminate  the  Executive's  employment  pursuant  to a Notice  of
Termination  given in  accordance  with  Section  13  hereof.  In the  event the
Executive's employment is terminated on account of the Executive's disability in
accordance with this Section,  the Executive  shall receive Accrued  Benefits in
accordance  with Section 9(a) hereof and shall remain  eligible for all benefits
provided  by any long term  disability  programs of the Company in effect at the
time of such termination.

         13.  Termination Notice and Procedure.  Any Covered  Termination by the
Company or the Executive  shall be communicated by written Notice of Termination
to the Executive, if such Notice is given by the Company, and to the Company, if
such Notice is given by the  Executive,  all in  accordance  with the  following
procedures and those set forth in Section 23 hereof:

         (a) If such  termination is for disability,  Cause or Good Reason,  the
Notice  of  Termination  shall  indicate  in  reasonable  detail  the  facts and
circumstances alleged to provide a basis for such termination.


                                      -10-


         (b) Any Notice of  Termination by the Company shall have been approved,
prior to the giving thereof to the Executive,  by a resolution duly adopted by a
majority of the directors of the Company (or any successor  corporation) then in
office.

         (c) The Executive shall have thirty (30) days, or such longer period as
the  Company may  determine  to be  appropriate,  to cure any conduct or act, if
curable,   alleged  to  provide  grounds  for  termination  of  the  Executive's
employment for Cause under this Agreement.

         (d) The recipient of the Notice of Termination shall personally deliver
or mail in  accordance  with  Section 23 hereof  written  notice of any  dispute
relating to such Notice of  Termination  to the party giving such Notice  within
fifteen (15) days after receipt  thereof.  After the  expiration of such fifteen
(15) days, the contents of the Notice of Termination  shall become final and not
subject to dispute.

         14. Confidentiality Obligations of the Executive; Noncompetition.

         (a) During and following the Executive's employment by the Company, the
Executive  shall hold in confidence  and not directly or indirectly  disclose or
use or copy or make lists of any confidential information or proprietary data of
the  Company,  except  to the  extent  authorized  in  writing  by the  Board of
Directors  of the  Company or required  by any court or  administrative  agency,
other  than to an  employee  of the  Company or a person to whom  disclosure  is
reasonably  necessary or appropriate in connection  with the  performance by the
Executive of duties as an executive  of the  Company.  Confidential  information
shall  not  include  any  information  known  generally  to  the  public  or any
information of a type not otherwise  considered  confidential by persons engaged
in the same business or a business similar to that of the Company.  All records,
files, documents and materials,  or copies thereof,  relating to the business of
the Company  which the  Executive  shall  prepare,  or use, or come into contact
with, shall be and remain the sole property of the Company and shall be promptly
returned to the Company upon termination of employment with the Company.

         (b) The Executive agrees that, in the event of a Covered Termination in
which the Executive has or will receive a Termination  Payment,  for a period of
one year after the Termination  Date or until the end of the Employment  Period,
whichever is shorter,  the Employee shall not,  within the State of Wisconsin or
the  Commonwealth of  Massachusetts,  except as permitted by the Company's prior
written  consent  (which shall not be reasonably  withheld),  participate in the
management of any business which is a direct and  substantial  competitor of the
Company.  The  ownership of less than five percent of any class of securities of
any corporation  listed on a national  securities  exchange or regularly  traded
over the counter even though such corporation may be a competitor of the Company
as specified above,  shall not be deemed as constituting a financial interest in
such competitor.

         15.  Expenses  and  Interest.  If,  after a Change  in  Control  of the
Company,  a good faith  dispute  arises with respect to the  enforcement  of the
Executive's  rights  under  this  Agreement  or  if  any  legal  or  arbitration
proceeding  shall be brought in good faith to enforce or interpret any provision
contained herein,  or to recover damages for breach hereof,  the Executive shall
recover from the Company any reasonable  attorneys' fees and necessary costs and
disbursements  incurred  as a  result  of such  dispute,  legal  or  arbitration
proceeding


                                      -11-


("Expenses"),  and  prejudgment  interest on any money  judgment or  arbitration
award obtained by the Executive  calculated at the rate of interest announced by
Firstar Bank Milwaukee, from time to time as its prime or base lending rate from
the date that payments to him should have been made under this Agreement. Within
ten (10) days after the Executive's written request therefor,  the Company shall
pay to the  Executive,  or such  other  person or entity  as the  Executive  may
designate  in writing to the Company,  the  Executive's  reasonable  Expenses in
advance of the final  disposition  or conclusion  of any such dispute,  legal or
arbitration proceeding.

         16. Payment Obligations  Absolute.  The Company's obligation during and
after the  Employment  Period to pay the  Executive  the amounts and to make the
benefit  and  other   arrangements   provided   herein  shall  be  absolute  and
unconditional and shall not be affected by any circumstances, including, without
limitations, any setoff, counterclaim,  recoupment, defense or other right which
the Company may have against him or anyone  else.  Except as provided in Section
15 of this Agreement, all amounts payable by the Company hereunder shall be paid
without  notice  or  demand.  Except  as  provided  in  Subsection  9(b) of this
Agreement,  each and every payment made hereunder by the Company shall be final,
and the Company  will not seek to recover all or any part of such  payment  from
the  Executive,  or from  whomsoever  may be  entitled  thereto,  for any reason
whatsoever.

         17. Successors.  (a) If the Company sells,  assigns or transfers all or
substantially  all of its business  and assets to any Person,  or if the Company
merges into or  consolidates  or otherwise  combines  with any Person,  then the
Company shall assign all of its right,  title and interest in this  Agreement as
of the date of such  event to such  Person,  and the  Company  shall  cause such
Person,  by written agreement in form and substance  reasonably  satisfactory to
the Executive,  to expressly assume and agree to perform from and after the date
of such assignment all of the terms,  conditions and provisions  imposed by this
Agreement  upon the  Company.  Failure of the Company to obtain  such  agreement
shall be a breach of this Agreement constituting "Good Reason" hereunder, except
that for  purposes  of  implementing  the  foregoing,  the date upon  which such
transfer or other succession  becomes  effective shall be deemed the Termination
Date. In case of such  assignment by the Company and of assumption and agreement
by such Person, as used in this Agreement,  "Company" shall thereafter mean such
Person which executes and delivers the agreement provided for in this Section 17
or  which  otherwise  becomes  bound by all the  terms  and  provisions  of this
Agreement by operation of law, and this Agreement  shall inure to the benefit of
and be enforceable by such Person.  The Executive  shall, in his discretion,  be
entitled  to  proceed  against  any or all of such  Persons,  any  Person  which
theretofore  was such a  successor  to the  Company  (as  defined  in the  first
paragraph  of this  Agreement)  and the Company (as so defined) in any action to
enforce  any  rights of the  Executive  hereunder.  Except as  provided  in this
Subsection,  this  Agreement  shall  not  be  assignable  by the  Company.  This
Agreement shall not be terminated by the voluntary or involuntary dissolution of
the Company.

         (b) This  Agreement and all rights of the Executive  shall inure to the
benefit  of  and  be   enforceable   by  the   Executive's   personal  or  legal
representatives, executors, administrators, heirs and beneficiaries. All amounts
payable to the  Executive  under  Sections  7, 8, 9, 10, 11 and 12 hereof if the
Executive had lived shall be paid, in the event of the Executive's death, to the
Executive's estate, heirs and representatives.


                                      -12-


         18. Severability. The provisions of this Agreement shall be regarded as
divisible, and if any said provisions or any part hereof are declared invalid or
unenforceable   by  a  court  of  competent   jurisdiction,   the  validity  and
enforceability  of the  remainder  of such  provisions  or parts  hereof and the
applicability thereof shall not be affected thereby.

         19.  Amendment.  This  Agreement  may not be amended or modified at any
time except by written instrument executed by the Company and the Executive.

         20. Withholding. The Company shall be entitled to withhold from amounts
to be paid to the Executive hereunder any federal, state or local withholding or
other  taxes or  charges  which it is from time to time  required  to  withhold;
provided,  that the  amount so  withheld  shall not exceed  the  minimum  amount
required  to be withheld  by law.  The  Company  shall be entitled to rely on an
opinion of nationally recognized tax counsel if any question as to the amount or
requirement of any such withholding shall arise.

         21.  Certain  Rules of  Construction.  No party shall be  considered as
being responsible for the drafting of this Agreement for the purpose of applying
any rule construing  ambiguities  against the drafter or otherwise.  No draft of
this Agreement  shall be taken into account in construing  this  Agreement.  Any
provision of this  Agreement  which  requires an  agreement in writing  shall be
deemed to require that the writing in question be signed by the Executive and an
authorized representative of the Company.

         22.  Governing  Law;  Resolution  of Disputes.  This  Agreement and the
rights  and  obligations  hereunder  shall  be  governed  by  and  construed  in
accordance  with the laws of the State of Wisconsin.  Any dispute arising out of
his Agreement shall, at the Executive's  election,  be determined by arbitration
under the rules of the  American  Arbitration  Association  then in effect or by
litigation.  Whether the dispute is to be settled by  arbitration or litigation,
the venue for the arbitration or litigation shall be Wisconsin Rapids, Wisconsin
or, at the  Executive's  election,  if the  Executive  is no longer  residing or
working in the Wisconsin Rapids,  Wisconsin  metropolitan  area, in the judicial
district  encompassing  the city in which the  Executive  resides.  The  parties
consent to  personal  jurisdiction  in each trial  court in the  selected  venue
having subject matter jurisdiction notwithstanding their residence or situs, and
each party  irrevocably  consents  to service of process in the manner  provided
hereunder for the giving of notices.

         23.  Notice.  Notices  given  pursuant  to this  Agreement  shall be in
writing and,  except as otherwise  provided by Section  13(d)  hereof,  shall be
deemed given when actually received by the Executive or actually received by the
Company's  Secretary or any officer of the Company other than the Executive.  If
mailed,  such notices shall be mailed by United  States  registered or certified
mail,  return receipt  requested,  addressee only,  postage  prepaid,  if to the
Company, to Northland Cranberries, Inc., Attention:  Secretary, 800 First Avenue
South,  P.O. Box 8020,  Wisconsin  Rapids,  Wisconsin  54495-8020,  or if to the
Executive,  at the  address set forth below the  Executive's  signature  to this
Agreement,  or to such  other  address  as the party to be  notified  shall have
theretofore given to the other party in writing.

         24. No Waiver.  No waiver by either  party at any time of any breach by
the other party of, or  compliance  with,  any  condition  or  provision of this
Agreement to be


                                      -13-


performed  by the other party shall be deemed a waiver of similar or  dissimilar
provisions or conditions at the same time or any prior or subsequent time.

         25. Headings.  The headings herein contained are for reference only and
shall  not  affect  the  meaning  or  interpretation  of any  provision  of this
Agreement.

         IN WITNESS WHEREOF,  the parties have executed this Agreement as of the
day and year first written above.

                                           NORTHLAND CRANBERRIES, INC.


                                           By /s/ John Swendrowski
                                             ----------------------------------
                                              John Swendrowski
                                              Chairman of the Board
                                              and Chief Executive Officer

                                           EXECUTIVE


                                           /s/ Scott R. Corriveau
                                           ------------------------------------
                                           Scott R. Corriveau