Sep 29, 2015

Agritourism attracts customers, eVGN January 2013

People like to relate to the farm lifestyle and know where their food comes from. This has led to an increase in agritourism in recent years. Knowing why agritourism is a draw is an important factor for farm marketers looking to expand.

Growers have learned to add attractions to their farms to bring more people out. The sales increases usually outweigh any additional costs, and make the farm market experience more enjoyable for all. This was the message of Patrick O’Connor at the 2012 Great Lakes Fruit, Vegetable & Farm Market EXPO in Grand Rapids, Mich.

Agritourism, which includes on-farm market destinations, community farmers’ markets, wineries and other enterprises, appears to be growing as an opportunity for small to medium-sized family farms and food entrepreneurs to increase profits, O’Connor said. He also feels it is a great way to boost local economies.

But why do people participate? Four key reasons presented themselves to O’Connor in his investigation. Locally grown produce topped the reasons, as might be expected. The different regions also played a part, according to his studies. The attractions becoming a destination served as a draw, most notably for the parents bringing children. The other factor was the farmers themselves. People were drawn to the personalities on the farms and the relationships.

O’Connor suggested using these reasons as a model of how to handle agritourism on the farm.

“These categories should be considered by practitioners looking to brand their individual farms, destinations and products,” he said.

By Derrek Sigler, Assistant Editor