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Editorial No more ocean spray for
Cranberry World 12/15/01 The decision to move Ocean Spray's showcase museum from its prime location on the tourist strip of "American's Hometown," Plymouth, Massachusetts, is short-sighted and demonstrates a lack of confidence in the cooperative's turn-around. Cranberry World moved from a less desirable site two years ago. It was previously located in the old cooperative headquarters, which was a lovely location right on the water. Unfortunately, it wasn't contiguous to the mile long stretch along the harbor which starts on one end with Plymouth Rock and the replica of the Mayflower and ends with a complex of shops, the Sheraton Hotel and several restaurants. Most visitors came to Cranberry World by trolley, tour bus or car, as walking required a stroll by the churning vats of sewage of the waste water treatment plant. The new location was highly visible and an integral part of the waterfront walk for any Plymouth visitor. What better place for Ocean Spray Cranberry World than actually on the ocean that the Pilgrims traversed on their way to the new world and to the first Thanksgiving? You don't have to be a cranberry grower to know how the Pilgrims learned about our native American fruit from the Native Americans. If there ever was a commercial venture that could justify an association with Plymouth, it was Ocean Spray. And for those who haven't been on the waterfront during a Nor'easter, we can assure you that a high wind turns this protected harbor's gentle waves into a roaring ocean spray! Ocean Spray's Cranberry World belongs in Plymouth. Once they relocate, it is unlikely they will ever move back. If Ocean Spray turns around, either by itself or as a result of a sale to a multi-national corporation, they will have lost the most desirable location imaginable. If management really believes in a turn-around, they should be staying. The cranberry experience has always been an essential part of Edaville's attraction, and Edaville would be on the short list of alternative locations were not a site on the Plymouth waterfront available. However, the decision seems to have been made without soliciting any input from Ocean Spray growers. There certainly might have been other possibilities, such as donating the exhibit to Plimouth Plantation. There the connection with the Pilgrims would remain and Ocean Spray might have cut a deal to maintain the Ocean Spray association. Adding an insult to many growers to what we believe is an injury to the coop, is the decision to cut a deal with Edaville, because it has as one of its owners Douglas Beaton. Beaton, a former board member, is a divisive personality among Ocean Spray growers in Massachusetts. He was embroiled in the proxy fight (see Stressline coverage) for seats on the board which caused intense dissension between Ocean Spray growers. He is seen by many as an individual who betrayed their interests and wishes as Massachusetts Ocean Spray growers. Ocean Spray is claiming that the only alternative to essentially giving Cranberry World to Doug Beaton and his associates would have been to close it. This transaction has every appearance of a sweetheart deal, one that clearly benefits a former board member financially. Ocean Spray owes its shareholders more of an explanation than what has been offered. See additional comment in Forum discussion
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