Wisconsin is at the heart of the cranberry world, producing about 60 percent of the nation’s cranberries. Many consumers best know these small red berries as a topping for turkey at Thanksgiving.

They’re boiled down and loaded up with cups of sugar. Why? Because these berries are too bitter to eat by themselves.

In keeping with consumer trends that embrace health awareness and “better-for-you” food options, Simply Incredible Foods provides high antioxidant fruits that can be eaten right out of the bag without the mouth-puckering bitterness. The company was profiled as part of a new business series done this fall by UW-Madison students.

Simply Incredible Foods was founded in 2011 by Christine Sohns and Jonathon Smith, president of manufacturing, research and development. He earned his doctoral degree in horticulture from UW-Madison, where he focused on cranberry plant nutrition, physiology and soil science. Sohns is the CEO of Simply Incredible Foods.

Presenting to investors Nov. 16 at the Wisconsin Early Stage Symposium in Madison, Smith said Simply Incredible Foods is seeking $500,000 to $1 million in capital. The money will be used for sales force growth, capital for equipment, and working capital, mainly at the company’s second location in Menasha. The capital raised will be used to increase the volume of product produced.

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