Roots to Revenue: Making Agritourism Work for Your Farm

By Gabriella Soto-Velez and Hakeem Holmes, NCAT Agriculture Specialists

Agritourism, the blending of agriculture and tourism, helps consumers reconnect with the source of their food and learn to appreciate agriculture more. It can also offer new income opportunities for farmers. This publication walks farmers through implementing an agritourism enterprise. It discusses the benefits of agritourism and explains the steps to protect yourself from liability, earn extra income through agritourism and educational endeavors, and turn your farm into a destination that engages and educates visitors. It contains real-world examples and case studies from farmers who have embraced agritourism and achieved success, and it provides sources of further information.

Contents

Introduction
Why Consider Agritourism?
Case Study: COSSAO and Hacienda Rullán
Farm Safety and Visitor Management
Insurance and Liability
Accessibility and Inclusivity
Agritourism as an Educational Tool
Financial Considerations and Grants
Navigating Regulations and Compliance
Case Study: Dani Baker’s Enchanted Edible Forest
Developing a Business Plan
Marketing Strategies
Seasonal Planning and Unique Farm Experiences
Pricing Strategies for Agritourism Experiences
Funding Opportunities for Agritourism Ventures
Agritourism Trends and Future Outlook
Conclusion
References
Further Resources

Introduction

Imagine this: all the hard work that you, as a farmer, put into creating a beautiful, functional farm could double as a profit-building educational tool for consumers, reconnecting them to the land and their food sources. Agritourism is the blending of agriculture and tourism, offering visitors a firsthand experience of farm life while creating new opportunities for you as a farmer.

From farm stays and U-pick experiences to educational workshops and on-farm events, such as farm-to-table dinners, agritourism takes many forms. These activities open your farm to the public, inviting them to see where their food comes from and fostering a deeper appreciation for agriculture.

Why Consider Agritourism?

Agritourism doesn’t just provide an educational experience—it also benefits your farm. By diversifying your income, agritourism can act as a financial safety net during slower growing seasons. Beyond economics, it strengthens the connection between your farm and the local community, turning visitors into loyal supporters and advocates for sustainable agriculture.

This publication is designed to help you better understand how to implement agritourism on your farm successfully. We’ll walk you through the steps to protect yourself from liability, earn extra income through agritourism and educational endeavors, and turn your farm into a destination that engages and educates visitors. Along the way, we’ll share real-world examples and case studies from farmers who have embraced agritourism and achieved success. Whether you’re exploring agritourism for the first time or looking to expand your current offerings, this guide provides actionable insights and inspiration to help you move forward confidently.

Benefits of Agritourism for Farmers

Agritourism offers numerous advantages for farms, ranging from increasing and diversifying revenue to buffering economic shocks. It also provides opportunities for direct-to-consumer sales, adds value to farm products, and fosters stronger community ties through educational events and on-farm experiences. One excellent example of this holistic agritourism model is COSSAO’s Hacienda Rullán in Utuado, Puerto Rico.

Case Study: COSSAO and Hacienda Rullán – Building Agritourism for Community Resilience in Puerto Rico

Development of Utuado (COSSAO) has demonstrated how agritourism can drive economic resilience and community well-being, particularly during challenging times. Following the devastation of Hurricane Maria in 2017, COSSAO emerged as a key organization, leveraging local resources and external funding to rebuild the region’s agricultural economy through agritourism initiatives. COSSAO, founded in 2013, has a history of addressing socioeconomic challenges in Utuado through health services, disaster recovery, and agricultural development, uniquely positioning it to lead these efforts.

Background and Challenges Faced

Puerto Rico has long grappled with systemic challenges in its agricultural economy, including limited local food production and a reliance on imported goods. Hurricane Maria further exposed these vulnerabilities, leaving communities like Utuado without essential services for extended periods (Weingarten et al., 2023). The delayed governmental response underscored the need for self-sufficient, community-driven economic models.

COSSAO’s Agritourism Initiative

In response, COSSAO acquired Hacienda Rullán, a historic coffee-roasting facility on 13 acres of agricultural land in the barrio of Tetuán III, with the vision of transforming it into a multipurpose agritourism destination. The property now features an agricultural education center, a food hub for low-cost local food distribution, aquaculture systems, and a medicinal garden and is establishing a new campground for visitor stays, blending cultural preservation with sustainable income generation (Holladay et al., 2019).

The project’s success was amplified through strategic partnerships with the University of Puerto Rico, Troy University, and funding from grants, including a Southern Sustainable Agriculture Research and Education (SSARE) grant (Holladay et al., 2021). These collaborations supported infrastructure improvements, disaster-resilience strategies, and farmer-training programs, all of which reinforce long-term sustainability.

Economic and Community Benefits

By emphasizing agritourism, COSSAO diversified its income streams and reduced reliance on traditional farming revenue. Hiking, camping, birding, guided farm tours, and workshops on sustainable farming practices have attracted both tourists and locals, generating supplemental income while engaging the community in educational activities. The model has also contributed to increased food security and reduced dependency on imported goods by promoting local food production (Weingarten et al., 2023).

Sustainability and Risk Management

COSSAO has prioritized sustainability by integrating agritourism with regenerative agricultural practices, such as coffee agroforestry and permaculture techniques. These methods enhance soil health, improve water retention, and increase biodiversity, all while educating visitors about sustainable agriculture (Holladay et al., 2019).

To address risk management, COSSAO established clear safety protocols to ensure a secure experience for guests. Liability waivers and professional guidance further support the project’s long-term sustainability and legal compliance.

Key Takeaways and Lessons Learned

• Collaboration Matters: Partnerships with universities and government agencies were crucial in securing funding and technical assistance. Leveraging these relationships allowed COSSAO to access technical expertise with, for example, disaster preparedness and agritourism development and marketing, both of which have been critical to its agritourism success.
• Income Diversification: Agritourism activities like farm tours and workshops provided income stability while preserving cultural heritage.
• Community Empowerment: Local participation in the design and implementation of projects fostered resilience and self-reliance. COSSAO engaged more than 50 community members in planning workshops, focus groups, and farm visits, ensuring that the initiative aligned with local needs and priorities.

COSSAO’s work at Hacienda Rullán exemplifies how agritourism can drive both economic development and community resilience. By combining sustainable agricultural practices with cultural heritage and tourism, the initiative provides a model for other rural communities seeking to build resilience through diversified income and educational outreach.

Farm Safety and Visitor Management

Safety is the cornerstone of any successful agritourism venture. Inviting the public onto your farm requires a proactive approach to managing risks and ensuring the well-being of your visitors. Adhering to local, state, and federal health and safety regulations is crucial for protecting both guests and farm owners. Installing sturdy fencing around hazardous areas such as ponds, machinery, or animal enclosures helps restrict access and prevent accidents. Clear and consistent signage is equally important, guiding visitors to designated areas while providing warnings about potential risks. Developing and enforcing safety protocols tailored to your farm’s specific activities—such as U-pick operations or hayrides—can further minimize potential hazards (OSHA, No date).

Risk management is an ongoing process. Regular safety audits allow you to identify potential issues, from uneven terrain to improperly secured equipment. These audits should be coupled with staff training to ensure everyone on your team understands how to maintain a safe environment. Additionally, providing well-maintained facilities, such as clean restrooms, accessible parking areas, and comfortable seating spaces, enhances the visitor experience while reducing safety concerns. Resources from organizations like OSHA offer valuable guidance on maintaining safety standards specific to agricultural operations (OSHA, No date).

Insurance and Liability

Navigating the legal complexities of agritourism requires careful planning, particularly regarding insurance and liability. Many standard farm insurance policies do not cover public-facing activities, leaving farms exposed to potential risks. Consulting with insurance providers to secure coverage tailored to agritourism is essential. Policies should encompass liability for visitor injuries, property damage, and specific activities unique to your operation (Farm Commons, no date).

While insurance provides financial protection, liability waivers can offer an additional layer of security. A well-drafted waiver outlines the inherent risks of participating in farm activities and requires visitors to acknowledge their understanding. However, waivers are not foolproof and may not absolve all legal responsibilities. Farm Commons recommends consulting an attorney to draft legally enforceable documents (no date).

Understanding and complying with local zoning laws and permits is equally important. Agritourism activities may be subject to land-use restrictions, noise ordinances, or other regulations that vary by jurisdiction. Ensuring your farm aligns with these requirements can help avoid legal complications and maintain a positive relationship with your community (Retzlaff, 2004).

Accessibility and Inclusivity

Making your farm accessible and inclusive is not only good practice but also a way to ensure that a broader audience can enjoy the agritourism experience. Accessibility begins with meeting the requirements of the Americans with Disabilities Act (ADA). This involves providing features such as ramps, accessible restrooms, and pathways that accommodate individuals with mobility challenges. Thoughtful design choices, such as clear signage and smooth surfaces, can make a significant difference for visitors with disabilities (National AgrAbility Project, no date).

Inclusivity goes beyond physical accessibility to consider the diverse cultural and linguistic backgrounds of your audience. Offering materials in multiple languages or providing bilingual staff can help make all visitors feel welcome. Designing programs that are sensitive to cultural norms and expectations further enhances the visitor experience. By fostering an environment where everyone feels valued, you not only expand your potential customer base but also create a more meaningful connection between your farm and its visitors (National AgrAbility Project, no date).

The following organizations specialize in farm safety and visitor management. By leveraging the expertise of these organizations, you can create a safe and enjoyable agritourism experience while ensuring your farm complies with industry best practices.

Occupational Safety and Health Administration (OSHA): Offers guidelines for signage, fencing, and hazard management to ensure safety on agricultural operations.

Farm Commons: Provides legal resources, including liability waivers, safety protocols, and advice on managing visitor safety.

National Children’s Center for Rural and Agricultural Health and Safety: Focuses on creating safe environments for families and children visiting farms.

National AgrAbility Project: Supports accessible farming operations and visitor facilities with practical design solutions.

Local Cooperative Extension Offices: Offer workshops and publications specific to agritourism safety and visitor management.

Agricultural Safety and Health Centers (NIOSH): Provide regional support for farm safety, including emergency protocols and public health resources.

Agritourism as an Educational Tool

Agritourism presents a unique opportunity to educate the public about sustainable agriculture, local food systems, and environmental stewardship. By opening farms to the community, producers can create impactful learning experiences while fostering deeper connections between consumers and their food sources.

One of the most effective ways to integrate education into agritourism is through guided farm tours and workshops. These can range from basic farm walkthroughs where visitors learn about crop cycles, soil health, and pest management to specialized workshops focused on regenerative practices, composting, or permaculture design. School field trips can also be particularly valuable, providing hands-on experiences that align with classroom curricula in biology, nutrition, and environmental science.

To maximize impact, some farms have developed full educational programs, such as seasonal workshops on local food systems or sustainability practices. The Farm-Based Education Network (FBEN) (see Further Resources section) provides resources and support for farms wishing to structure such experiences, emphasizing interactive learning and community engagement.

Beyond hosting their own events, many farms have successfully partnered with schools and community groups to expand educational reach. Collaborations with local schools can create long-term agricultural education programs, often involving hands-on activities like school gardens or seasonal farm visits. Community groups such as Cooperative Extension offices and 4-H clubs can offer additional support and help structure educational programs that align with regional agricultural goals (USDA, 2019).

Financial Considerations and Grants

Launching and maintaining a successful agritourism venture involves strategic financial planning balancing initial investments with long-term profitability. Creating a detailed budget is critical, especially when factoring in infrastructure improvements such as restroom facilities, parking, signage, insurance, and marketing materials. Initial expenses may also include the cost of securing necessary permits and licenses.

Profitability in agritourism can vary widely, depending on the scale and type of activities offered. While smaller U-pick farms or farm tours may generate modest supplemental income, larger ventures such as farm stays or event hosting can become primary revenue streams when managed effectively. Conducting a thorough cost-benefit analysis can help determine pricing strategies that balance affordability for visitors with financial sustainability for the farm.

Securing external funding can be a game-changer for many farms exploring agritourism. Federal programs such as the USDA Value-Added Producer Grant and Sustainable Agriculture Research and Education (SARE) grants offer financial support for farmers diversifying their operations (USDA, 2020a). Additionally, state-level programs and Cooperative extension often provide grants specifically for educational or community-focused projects. Resources such as the National Sustainable Agriculture Coalition (NSAC) (see Further Resources) provide comprehensive guides on navigating these funding opportunities.

Navigating Regulations and Compliance

Before launching your agritourism business, it’s essential to understand and comply with relevant legal and regulatory requirements for zoning, health regulations, and food safety standards.

• Permits and Licenses: Depending on your location and the types of activities you offer, you may need to obtain various permits and licenses. Securing the proper permits is a critical step for any farm planning to host events, school groups, or U-pick operations. Depending on the location and the nature of the events, these may include event permits, parking approvals, or special-use permits. Farmers should consult local planning offices, agricultural Extension offices, and agricultural advocacy groups for guidance on navigating these requirements.
• Insurance: Adequate insurance coverage is crucial to protect your business from potential liabilities. Consider general liability insurance, product liability insurance, and agritourism-specific policies.
• Liability: Understand your legal responsibilities for ensuring the safety of visitors on your property and take a proactive approach. Liability coverage, including farm-specific policies such as Agritourism Endorsements, can protect farms from unexpected risks. Clearly visible safety signage, waiver forms, and staff training on emergency procedures can further reduce liability risks. Safety audits, such as those recommended by Farm Commons, can help identify and mitigate potential hazards before welcoming guests (2018).
• Zoning Regulations: Familiarize yourself with local zoning regulations that may affect your agritourism activities. Local zoning ordinances often dictate what types of agritourism activities can take place on a farm property, particularly in rural areas with agricultural designations. Understanding these regulations early can prevent costly setbacks and ensure the operation remains compliant.

If food service is part of the agritourism experience, such as hosting farm-to-table dinners or offering on-site tastings, additional health and food safety regulations apply. Most states require specific permits for serving food directly to the public, and some may require compliance with Cottage Food Laws if homemade products are sold. The National Farmers Union offers detailed resources for farms considering food service as part of their agritourism model (see Further Resources section).

Case Study: Dani Baker’s U-Pick Agritourism Success at Enchanted Edible Forest

Background and Getting Started

Dani Baker, owner of Enchanted Edible Forest at Cross Island Farms in upstate New York, developed a U-pick operation as part of her vision for a multi-purpose venue that includes tours, events, and hands-on harvesting experiences. From the beginning, she prioritized accessibility by creating wheelchair-friendly pathways and raised beds for easier picking access.

When designing her 1-acre edible forest, Dani included a diverse range of more than 300 food-producing plants suited to her Plant Hardiness Zone, with a focus on summer-bearing fruits to align with peak tourist season. She chose thornless blackberries over thorny varieties for easier harvesting and expanded crops based on customer interest and her growing success. Interestingly, the COVID-19 pandemic shifted customer preferences from common fruits like strawberries and raspberries to a broader range, including honeyberries, Aronia berries, and currants.

To prevent overharvesting and ensure a positive customer experience, she implemented an appointment-only system where visitors must call in advance, along with a $5 admission fee. This allows her to manage crop availability and customer flow effectively while discouraging freeloading. To simplify and expedite the checkout process, Dani provides pre-measured paper pint and quart containers with fixed pricing, eliminating the need for weighing produce.

Benefits and Impact

The U-pick model has significantly benefited Dani’s farm by reducing labor while maintaining profitability. She shared an example highlighting the efficiency: Picking six pints of raspberries herself takes an hour and earns $60 if sold immediately. However, when two U-pick customers harvest the same quantity, they pay $10 upfront for the experience, Dani spends 10 minutes showing them what’s ripe and ready to pick and, selling six pints costing $5 each, she earns $40 for 10 minutes work ($240 per hour) while freeing up nearly an hour for other farm tasks.

The U-pick experience has also attracted unique visitors, including a chef who brought apprentices to harvest currants for his restaurant. This level of engagement has added to the farm’s visibility and community connections.

Practical Management and Crop Selection

Dani has developed a highly efficient system for managing her U-pick operation:

• Appointments Only: To control harvest volume and avoid overselling
• Pre-measured Containers: Fixed pricing with pint and quart containers for simplicity
• Selective Promotion: Minimal advertising, relying instead on word-of-mouth and a poster on her website
• Social Media Use: Posting on Facebook to generate interest when there’s an abundance of a particular fruit

Her approach allows her to balance quality control with customer experience, while maintaining a focus on providing a unique, educational experience rather than bulk harvesting for preservation.

Financial Considerations

While Dani acknowledges that the edible forest represents a long-term capital investment and is not yet fully profitable, her U-pick model provides a consistent revenue stream with minimal labor. Most of the labor-intensive work, such as pruning and mulching, occurs during the off-season, allowing her to balance expenses and revenue more effectively.

Risk Management and Insurance

Dani has taken thoughtful steps to minimize risk and ensure visitor safety. Her U-pick liability insurance costs $139 per year, a rate she attributes to working with an agent experienced in farm policies. She has implemented safety measures, including railings near ponds, supervision requirements for children, and clearly stated rules like “no running.” Dani wittily suggests, “Have a 2-year-old walk around your venue—they will find every hazard you need to address.” This advice encourages farmers to thoroughly assess their spaces for safety risks.

Key Takeaways and Advice

Reflecting on her experience, Dani emphasizes the importance of these considerations:

• Charging a small admission fee to reduce freeloading
• Using appointment-only scheduling to manage customer flow and crop availability
• Avoiding ladder use for tree fruit by offering extension tools instead

She highlights that most labor occurs outside peak tourist months, making the model manageable. Above all, Dani finds joy in sharing her farm with the community, observing customers’ excitement as they explore new fruits and berries, and appreciating the hands-on connection to food and nature.

Dani’s U-pick serves as a powerful example of how a thoughtfully designed agritourism model can balance workload, revenue, and community connection while staying true to the farm’s core values of education and sustainability.

Developing a Business Plan

A well-defined business plan is the foundation of any successful agritourism venture. It acts as a roadmap, outlining your goals, strategies, and actions needed to bring your vision to life. A business plan not only provides clarity and direction, helping you make informed decisions, but also serves as a risk management tool, allowing you to assess potential challenges and develop contingency plans. Furthermore, when you are seeking funding from investors or lenders, a comprehensive business plan is crucial for demonstrating the viability and potential profitability of your agritourism operation.