Revisiting Your Agritourism Strategy for Increased Income

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Hoes Down Fest – Guinda, CA

Are you one of the thousands of California farmers and ranchers who invite the public to your land to shop at your farm stand, pick their own fruit, taste wine, stay the night, learn a skill, enjoy a festival, or tour your operation?

It’s no secret that many family farms supplement their income by getting jobs off the farm or setting up agritourism programs.  In fact, of the commercial farms that had positive farm income, only 77% of their total household income came from farm operations (USDA Economic Research Service).

As farmers and ranchers learn more about the diverse types of agritourism programs that fit their specific location, operation, assets or preferences, the U.S. continues to see an ongoing increase in the number and types of agritourism offerings for the general public. And, most importantly, we see an increase in the number and types of farms that are expanding their customer base and improving their bottom line.

Agritourism Lunchtime Webinars & Online Conversations

Starting May 19th, the UC Small Farm Program is hosting five, free practical webinars – designed especially for those with some type of agritourism program already set up.  (Those who don’t yet have an agritourism program are still welcome! We suggest reviewing the FarmsReach Agritourism Toolkit resources first.)

Every two weeks, we’ll start with a live webinar sharing lessons about an important theme for successful agritourism programs (which will be immediately archived for convenient access).  Between webinars, we’ll continue the conversation online in FarmsReach with the webinar presenters and other experts answering questions and moderating discussion so that anyone involved in California agritourism can easily share ideas, ask questions of others, and get help.

To follow the conversation online, join the new Agritourism Group in FarmsReach.  Soon, all the presenters will be “on call” in the Group, ready to answer your questions before and after the webinars take place.

SCHEDULE – all webinars will be 11am-12pm PT:

Join us!  Webinar registration is required, but there is no charge for the webinars. After you register, you will be emailed the link to join the webinar.

If you are not able to join the webinars, you can email us your questions at any time to have the presenters answer them in the online Conversations.  And, be sure to join the new CA Agritourism group to get notified when the archived webinars are posted!

Background & More Resources

The UC Small Farm Program has been working for more than fifteen years with UC Cooperative Extension advisors and others to develop resources and connections for California agritourism operators. Their popular Agritourism Intensive workshop series have been offered in eleven different counties.  The UC agritourism website hosts useful factsheets and research.  Their online agritourism directory and calendar helps visitors find farms and ranches to visit. And, their monthly California Agritourism newsletter helps share news and resources for the agritourism community.

FarmsReach is hosting the new CA Agritourism group, and also offers an Agritourism Toolkit and online Conversations forum for information-sharing among the agricultural community.

Together, we hope to nurture the statewide agritourism conversation, and welcome your insights and questions!


Marketing & Sales Series: Pt 8 ~ Agritourism as a Value-Add to Your Farm Business

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Wagon tours at Full Belly Farm’s annual Hoes Down Festival in Guinda, CA

Written by guest bloggers, Penny Leff, Agritourism Coordinator for the UC Small Farm Program, and Scottie Jones, Founder of U.S. Farm Stay Association.

Today, our Marketing & Sales series continues with tips on the many things to consider when offering an agritourism experience on your farm. Agritourism continues to grow in popularity across the US and abroad as farms and agricultural businesses realize the potential for additional revenue and an enhanced customer experience. There are many types of agritourism – farm tours, U-pick, barn dances, and even overnight stays – each having its own set of considerations, benefits, and drawbacks.

Read on for some great tips to prepare you to add an agritourism element to your business. From a business plan to insurance, permits, and making sure your neighbors are on board, these tips will help ensure your new endeavor is a success!


1. Sell the experience; the products will sell themselves if your guests are having fun.

Think about what you, your family, and friends enjoy doing on your farm or ranch, and what aspects you are passionate about. It could be gathering eggs from your pastured chickens, picking fruit, making music under the stars, riding horses, distilling lavender oil, pruning trees, helping with the harvest, or just watching birds.

Think about how you might offer these experiences to the public for a fee. Could you offer tours or demonstrations? Workshops for do-it-yourselfers? A U-Pick operation? Farm dinners with a local chef? A fishing or hunting club? A festival? Farm camp for kids? A farm stay? A farm stand? A corn maze or pumpkin patch? An event facility for weddings, parties and retreats? Tastings?

And consider multiple agritourism offerings. If you’re offering a cheese-making classes, for example, maybe those same guests would love to stay overnight. How about U-Pick and then a Farm-to-Table Dinner with a cooking class for the preparation? How about a sheep shearing demonstration and then a weaving class with already cleaned roving from the farm.

Think about ways to add value to your venture so you can step up the income. This might not happen right away, but listen to what your customers are saying, and ask them for suggestions about what else they would love to do on your farm. You don’t need to charge for everything, and a package price is often better overall. Be creative and look for those added-value opportunities.

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