Agricultural Tourism
Throughout California and the world, farmers and ranchers are seeing greater economic return from Agricultural Tourism. Entrepreneurs in agriculture are capturing additional consumer dollars through added - value goods and services to the Tourism Market.
Regional Farmers Markets have fostered the initial interest in "Buying Fresh, Buying Local." Consumers who travel to farms become Tourists - motivated by a variety of enjoyable leisure experiences including tasting unique varieties, attending harvest festivals and experiencing rural life.
Granges, as the Patrons of Husbandry, honor our agricultural roots and foster sustainable relationships to the land. Agricultural Tourism assists in preserving our agrarian heritage while diversifying the income of the family farm.
The Bayside Grange programs and services work in conjunction with the Northcoast Growers Association, Friends of the Farmers Market and the Community Alliance of Family Farmers.
What are the steps in diversifying Farm & Ranch Revenue?
Phase 1
Market Development
Retail farm sales typically begin with regional Farmers Markets. As the customer base and income stabilizes, specialty crop are sold to restaurants and grocers. Many farmers have choosen institutional sales to schools which offer a more sustainable market not requiring gourmet varities.
Marketing and grower associations promote both farmers markets and direct farm sales. Their role in advertising and coordination of farm tours promotes the area as a tourist destination.While farm regions near large metropolitan ares benefit from a steady stream of customers, rural areas must cultivate customer relationships that include vacation planning months in advance.
Phase 2 Direct Farm Sales
Profitable produce stands not only include a variety of seasonal fruits and vegetables but also foods suitable for traveling including dried fruits and nuts, seasonings, preserves and pickled vegetables. Higher priced gift items can be value - added items produced at the farm like garlic braids or Xmas trees.
Farms that provide opportunities for consumer to get to know and taste specialty varities gain long term customers. Family members or seasonal workers with customer service skills will increase sales.
Phase 3
Destination Development
Farms and ranches become "destinations" when your regular satisfied customers begin to plan their leisure and vacation time around your harvest activities. You have become a destination, the place where they choose to be.
These entreprenurial strategies turn these occasional visitors into a ongoing customer base who will spend their additional dollars on opportunities shucking corn, sheering sheep, spinning wool and picking crops. Add more rural flavor with "farm fresh corn on the cob", folk music, farm animals, or historic farm equipment. Seasonal events bring in crowds who enjoy a corn maze, hay ride, storytelling or pumpkin patch.
Extend visitor stays further with other activities for the entire family from local providers such as horseback riding, bicycle riding or fishing that involve the sale of goods and services. Help visitors use the farm as a base by providing tent spaces or cabin rentals while they explore the area.
Your farm or ranch can bring in additional income from a combination of value-added products and services. Explore your opportunities. Find out how to meet the needs of tourists without compromising operation and production with a consultation.
Develop other attractions and points of sale at your farm. Get professional help with destination development; facility upgrades, permitting, signage, interpretation, oral history, & web development.
Powerpoint Program on Agricultural Tourism
Farm Tour Self - Assessment
Agri-Tourism Services
Jack Surmani Vita
Email Jack
Phase 4
Education and Interpretation
Education serves two distinct functions that marketing does not. First, it complements courses of study in elementary up through college level learning. Secondly, it serves as a direct way to educate and reinforce in the voting public's mind about the immense issues that those working in agriculture face. including limited land, water, fuel, labor, transportation, genetic integrity, diseases and pests.
The Politics of Food and food security are very complex issues. There are informal ways consumer's can become more aware of the issues surrounding their food purchases and the real costs involved. Visits to farms highlight the reality of costs associated with farm labor, urban encroachment, water wars, fisheries, hunger, drought, soil health, chemicals, genetic integrity, transportation, energy, trade, and long term sustainability.