As Ocean Spray Cranberries Inc., the Lakeville-based growers' cooperative, rolls out its first white cranberry juice drinks in California, some Massachusetts growers are upset that the company is spending millions on a product they consider unproven at a time when growers are reeling from berry surpluses and low prices.

They doubt whether the sweeter berry, harvested before it ripens, will appeal to consumers.

"If a cranberry isn't red, it isn't a cranberry," Wareham grower Paul Rinta said, adding that he "refused to harvest" white cranberries on his 40 acres of bogs. "I've been growing red cranberries for three generations, and I can't believe that I've been out-of step with things."

It's Ocean Spray that is taking the wrong steps, claims Hal Brown, a small grower with his wife, Betty, in Middleborough. He also operates an Internet site, "Cranberry Stress Line."

"Ocean Spray is spending a lot of money on products that are unproven," Brown said. "In short, they're gambling with growers' money."

But Ocean Spray's chief spokesman Chris Phillips called the negative view "faulty thinking."

"Consumers in focus groups have told us that they like the white cranberry juice because of its light, smooth taste." Phillips said. "Besides, the red cranberry remains our core business."

In some ways, the reaction by some growers to the white cranberry is a reflection of the general distress felt in the industry as crushing cranberry surpluses have kept fields out of production, and plummeting prices have caused some longtime growers to consider selling their bogs for housing lots.

The cooperative is plunking down $15 million for its white cranberry juice advertising campaign, which will get under way tomorrow on the West Coast and the fast of next year in other parts of the country.

The three 64-ounce juice products - white cranberry, white cranberry and peach, and white cranberry and strawberry - are expected to be on East Coast supermarket shelves in November and available nationally in January and February, Phillips said.

Among growers, Ocean Spray has some white cranberry supporters, such as Jimmy Weston, co-owner of Weston Brothers Cranberries, and Ralph Peltola, both of Carver and first-time harvesters of white cranberries. As they mature, cranberries go from green to white to red.

"Some consumers don't like the tart, red berry," said Weston who, with his brother, Tommy, recently harvested 700 barrels of white cranberries on their 80 acres of bogs in South Carver. "This is a milder tasting berry, modeled after Welch's white grape juice. Something new is needed in our industry, and this is it."

Liz Burgess, manager of guest relations at Ocean Spray's Cranberry World in Plymouth, said visitors have found the white cranberry drinks to their liking.

"We've sold 600 to 700 bottles a month since July 4," she said.

And Phillips, the Ocean Spray spokesman, said, "We've made our name by reaching out to consumers, and we're still doing that "

Regardless of what the cooperative says, Ocean Spray is "neglecting its core product - red cranberries - and pitting the red juices against the white juices," said Doanne Andresen, a small independent grower in Plympton "It doesn't make sense," said Andresen.

Another Plympton grower, Ron Drollet, said he's supportive of Ocean Spray's white cranberry campaign, but he added, "I wish the cooperative would be specific about whether the white juices are expected to cut into red juice sales:'

John Decas, an owner of Decas Cranberry Products Inc. of Carver and Wareham, one of the largest distributors of cranberries, said he hopes that Ocean Spray's white cranberry market will be successful, but he's concerned about any downplaying of the red berries.

"They produced the golden years for this industry," he said, noting that there are new red cranberry products that should be getting more acclaim. "We're selling, for example, sweet-dried, fresh cranberries, which for now, are undervalued."

But Phillips said the red cranberry-flavored drinks are not being forsaken when it comes to advertising.

"We're also spending $15 million on advertising those drinks, and that campaign also will begin Sept. i7," said the spokesman.

Jimmy Weston, the Carver grower, said he's a big believer in the worth of red and white berries. "I'm getting ready to harvest T0,000 barrels of red berries, which my family has been doing for 40 years:'