agritourism business plan

Upmetrics AI Assistant: Simplifying Business Planning through AI-Powered Insights. Learn How

Entrepreneurs & Small Business

Accelerators & Incubators

Business Consultants & Advisors

Educators & Business Schools

Students & Scholars

AI Business Plan Generator

Financial Forecasting

AI Assistance

Ai Pitch Deck Generator

Strategic Planning

See How Upmetrics Works  →

• Sample Plans
• WHY UPMETRICS?

Customer Success Stories

Business Plan Course

Small Business Tools

Strategic Planning Templates

E-books, Guides & More

• Sample Business Plans
• Entertainment & Media

Agritourism Business Plan

If you are very much grounded with nature and want diverse income in a rural area, then starting an agritourism business is one of the best ideas.

Anyone can start a new business, but you need a detailed business plan when it comes to raising funding, applying for loans, and scaling it like a pro!

Need help writing a business plan for your agritourism business? You’re at the right place. Our agritourism business plan template will help you get started.

Free Business Plan Template

Download our free business plan template now and pave the way to success. Let’s turn your vision into an actionable strategy!

• Fill in the blanks – Outline
• Financial Tables

How to Write an Agritourism Business Plan?

Writing an agritourism business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section planned to offer an overview of the entire business plan. However, it is written after the entire business plan is ready and summarizes each section of your plan.

Here are a few key components to include in your executive summary:

Introduce your Business:

• This section may include the name of your agritourism business, its location, when it was founded, the type of agritourism business (E.g., farm tours & farm stays, u-pick farms, farm-to-table restaurants, wine or brewery tours), etc.

Market Opportunity:

Products and services:.

• For instance, you may include farm tours, agricultural workshops & classes, farm products & crafts, etc as some of your products & services.

Marketing & Sales Strategies:

Financial highlights:, call to action:.

Ensure your executive summary is clear, concise, easy to understand, and jargon-free.

Say goodbye to boring templates

Build your business plan faster and easier with AI

Plans starting from $7/month

2. Business Overview

The business overview section of your business plan offers detailed information about your business. The details you add will depend on how important they are to your business. Yet, business name, location, business history, and future goals are some of the foundational elements you must consider adding to this section:

Business Description:

• Farm tours & farm stays
• Farm-to-table restaurants
• Wine or brewery tours
• Educational workshops and classes
• Rural accommodation
• Nature & adventure activities
• Explain where your business is located and why you selected the place.

Mission Statement:

Business history:.

• Additionally, If you have received any awards or recognition for excellent work, describe them.

Future Goals:

This section should provide a thorough understanding of your business, its history, and its future plans. Keep this section engaging, precise, and to the point.

3. Market Analysis

The market analysis section of your business plan should offer a thorough understanding of the industry with the target market, competitors, and growth opportunities. You should include the following components in this section.

Target market:

• For instance, families & children, nature & outdoor enthusiasts, tourists & travelers, or school groups & educational institutes would be an ideal target audience for an agritourism business.

Market size and growth potential:

• For instance, the agritourism industry was valued at USD 5.95 in 2021, so it is crucial to define the segment of your target market and its growth potential.

Competitive Analysis:

Market trends:.

• For instance, the focus on farm-to-table & local experiences is increasing day by day; explain how you plan on dealing with this potential growth opportunity.

Regulatory Environment:

Here are a few tips for writing the market analysis section of your agritourism farm business plan:

• Conduct market research, industry reports, and surveys to gather data.
• Provide specific and detailed information whenever possible.
• Illustrate your points with charts and graphs.
• Write your business plan keeping your target audience in mind.

4. Products And Services

The product and services section should describe the specific services and products that will be offered to customers. To write this section should include the following:

Highlight your offerings:

Mention the agritourism products & services your business will offer. This list may include

• Farm activities
• Workshops & Classes
• Farm-to-table experiences
• Accommodation
• Special events
• Organic farm products

Describe each service:

• For instance, for farm activities – describe the different interactive activities that guests can take part in, such as gathering fruit and vegetables, feeding animals, milking cows, riding horses or tractors, or helping out on the farm.

Additional Services:

In short, this section of your agritourism plan must be informative, precise, and client-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales And Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

Unique Selling Proposition (USP):

• For example, the size & diversity of your farm or exclusive partnership with local artisans or food producers could be some of the great USPs for a professional agritourism business.

Pricing Strategy:

Marketing strategies:, sales strategies:, customer retention:.

Overall, this section of your agritourism business plan should focus on customer acquisition and retention.

Have a specific, realistic, and data-driven approach while planning sales and marketing strategies for your agritourism business, and be prepared to adapt or make strategic changes in your strategies based on feedback and results.

6. Operations Plan

The operations plan section of your business plan should outline the processes and procedures involved in your business operations, such as staffing requirements and operational processes. Here are a few components to add to your operations plan:

Staffing & Training:

Operational process:, equipment & machinery:.

• Explain how these technologies help you maintain quality standards and improve the efficiency of your business operations.

Adding these components to your operations plan will help you lay out your business operations, which will eventually help you manage your business effectively.

7. Management Team

The management team section provides an overview of your agritourism business’s management team. This section should provide a detailed description of each manager’s experience and qualifications, as well as their responsibilities and roles.

Founders/CEO:

Key managers:.

• It should include, senior management, and other department managers (e.g. operations manager, hospitality manager, customer services manager.) involved in the agritourism business operations, including their education, professional background, and any relevant experience in the industry.

Organizational structure:

Compensation plan:, advisors/consultants:.

• So, if you have any advisors or consultants, include them with their names and brief information consisting of roles and years of experience.

This section should describe the key personnel for your agritourism business, highlighting how you have the perfect team to succeed.

8. Financial Plan

Your financial plan section should provide a summary of your business’s financial projections for the first few years. Here are some key elements to include in your financial plan:

Profit & loss statement:

Cash flow statement:, balance sheet:, break-even point:.

• This exercise will help you understand how much revenue you need to generate to sustain or be profitable.

Financing needs:

Be realistic with your financial projections, and make sure you offer relevant information and evidence to support your estimates.

9. Appendix

The appendix section of your plan should include any additional information supporting your business plan’s main content, such as market research, legal documentation, financial statements, and other relevant information.

• Add a table of contents for the appendix section to help readers easily find specific information or sections.
• In addition to your financial statements, provide additional financial documents like tax returns, a list of assets within the business, credit history, and more. These statements must be the latest and offer financial projections for at least the first three or five years of business operations.
• Provide data derived from market research, including stats about the industry, user demographics, and industry trends.
• Include any legal documents such as permits, licenses, and contracts.
• Include any additional documentation related to your business plan, such as product brochures, marketing materials, operational procedures, etc.

Use clear headings and labels for each section of the appendix so that readers can easily find the necessary information.

Remember, the appendix section of your agritourism business plan should only include relevant and important information supporting your plan’s main content.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

This sample agritourism business plan will provide an idea for writing a successful agritourism plan, including all the essential components of your business.

After this, if you still need clarification about writing an investment-ready business plan to impress your audience, download our agritourism business plan pdf .

Related Posts

Farming Business Plan

Poultry Farming Business Plan

Guide to Understanding Customers for Business Growth

Business Plan Writing for Startup

Top 10 AI Tools for Small Business

Business Plan Presentation Tips

Frequently asked questions, why do you need an agritourism business plan.

A business plan is an essential tool for anyone looking to start or run a successful agritourism business. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your agritourism business.

Where to find business plan writers for your agritourism business?

There are many business plan writers available, but no one knows your business and ideas better than you, so we recommend you write your agritourism business plan and outline your vision as you have in your mind.

What is the easiest way to write your agritourism business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any agritourism business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software .

How do I write a good market analysis in an agritourism business plan?

Market analysis is one of the key components of your business plan that requires deep research and a thorough understanding of your industry.

We can categorize the process of writing a good market analysis section into the following steps:

• Stating the objective of your market analysis—e.g., investor funding.
• Industry study—market size, growth potential, market trends, etc.
• Identifying target market—based on user behavior and demographics.
• Analyzing direct and indirect competitors.
• Calculating market share—understanding TAM, SAM, and SOM.
• Knowing regulations and restrictions
• Organizing data and writing the first draft.

Writing a marketing analysis section can be overwhelming, but using ChatGPT for market research can make things easier.

Can a good agritourism business plan help me secure funding?

Indeed. A well-crafted agritourism business plan will help your investors better understand your business domain, market trends, strategies, business financials, and growth potential—helping them make better financial decisions.

So, if you have a profitable and investable business, a comprehensive business plan can certainly help you secure your business funding.

What's the importance of a marketing strategy in an agritourism business plan?

Marketing strategy is a key component of your agritourism business plan. Whether it is about achieving certain business goals or helping your investors understand your plan to maximize their return on investment—an impactful marketing strategy is the way to do it!

Here are a few pointers to help you understand the importance of having an impactful marketing strategy:

• It provides your business an edge over your competitors.
• It helps investors better understand your business and growth potential.
• It helps you develop products with the best profit potential.
• It helps you set accurate pricing for your products or services.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

Plan your business in the shortest time possible

No Risk – Cancel at Any Time – 15 Day Money Back Guarantee

Popular Templates

Create a great Business Plan with great price.

• 400+ Business plan templates & examples
• AI Assistance & step by step guidance
• 4.8 Star rating on Trustpilot

Streamline your business planning process with Upmetrics .

How To Create a Winning Agritourism Business Plan

By henry sheykin, resources on agritourism experience provider.

• Financial Model
• Business Plan
• Value Proposition
• One-Page Business Plan
• SWOT Analysis
• Business Model
• Marketing Plan

Welcome to our blog post on how to write a business plan for an agritourism experience provider. The travel and farming industry is experiencing a significant growth in recent years, with the demand for unique and immersive experiences on the rise. According to recent statistics, the global agritourism market is projected to reach $XX billion by 2025, growing at a CAGR of XX% . This presents a tremendous opportunity for entrepreneurs looking to venture into this exciting industry.

To successfully establish an agritourism business, it is essential to follow a systematic approach. In this article, we will provide you with a comprehensive checklist of 9 steps to help you write a business plan for your agritourism experience provider. By following these steps, you will be able to identify your target audience, assess market demand, define your unique selling proposition, set goals and objectives, analyze financial feasibility, develop a marketing strategy, and create an operational plan that will ensure the success of your business.

So, if you're ready to turn your love for agriculture and travel into a thriving business, let's dive right into the process of writing a business plan for your agritourism experience provider. Let's begin by identifying your target audience and assessing market demand.

Identify The Target Audience And Market Demand

Before diving into the details of your agritourism business plan, it is crucial to identify your target audience and understand the market demand for your offerings. This step will lay the foundation for your entire business strategy and marketing efforts.

Your target audience will consist of the individuals or groups who are most likely to be interested in participating in agritourism experiences. Consider demographics such as age, income, location, and interests when defining your target audience. Are you catering to families with young children who want to engage in educational activities? Or are you targeting millennials seeking a unique and sustainable travel experience?

Market research will play a key role in identifying the target audience for your agritourism business. Conduct surveys, interviews, and focus groups to gather insights into the preferences, needs, and desires of potential customers. This research will help you segment your target audience and create targeted marketing campaigns.

Tips for Identifying the Target Audience:

• Consider partnering with local tourism boards or organizations to access market research data.
• Attend agritourism industry events and network with professionals to gain insights into the target audience.
• Analyze online platforms and social media groups where individuals interested in agritourism activities gather.
• Engage with potential customers through surveys or feedback forms to gather specific preferences and expectations.

Understanding the market demand is equally important for the success of your agritourism business. Evaluate the demand for agritourism experiences in your target market by analyzing industry reports, tourism trends, and competitor offerings. Look for gaps or opportunities where your agritourism business can provide unique and in-demand experiences.

By identifying the target audience and market demand, you will be able to tailor your agritourism experiences to meet the needs and desires of your potential customers. This strategic approach will increase the chances of attracting and retaining loyal customers, setting your agritourism business up for success.

Conduct Market Research And Competitive Analysis

In order to successfully launch and grow an agritourism experience provider, it is crucial to conduct comprehensive market research and competitive analysis. This step will provide valuable insights into the demand for agritourism experiences, the preferences and needs of the target audience, and the competitive landscape in the industry.

Market research involves gathering and analyzing data about the market size, trends, and potential customers. This can be done through various methods, such as surveys, interviews, and online research. It is important to collect both quantitative and qualitative data to get a holistic understanding of the market.

When conducting market research, consider the following:

• Identify the target audience: Determine who your potential customers are, their demographics, interests, and motivations for seeking agritourism experiences. This will help tailor your offerings to their needs and preferences.
• Assess market demand: Understand the level of demand for agritourism experiences in your target market. Look for trends, such as the increasing interest in sustainable farming and local food, which can drive demand for your offerings.
• Analyze competitors: Research and analyze other agritourism providers in your area or those offering similar experiences. Identify their strengths, weaknesses, pricing, marketing strategies, and customer reviews. This will help you differentiate your business and identify opportunities for improvement.
• Utilize online surveys or questionnaires to gather feedback from potential customers and understand their preferences.
• Visit and participate in other agritourism experiences to gain first-hand knowledge of what works and what can be improved.
• Stay updated with industry news, publications, and forums to identify emerging trends and opportunities in agritourism.

By conducting market research and competitive analysis, you will have a solid foundation of knowledge to make informed decisions about your business strategy, target audience, pricing, and marketing efforts. This step is essential to ensuring the success and profitability of your agritourism experience provider.

Define The Unique Selling Proposition And Competitive Advantage

In order to differentiate your agritourism business from others in the market, it is important to define a unique selling proposition (USP) that sets you apart and gives you a competitive advantage. This is what will attract customers and convince them to choose your experiences over those of your competitors.

A USP embodies the unique aspects of your business that cannot be easily replicated or imitated by others. It should encapsulate what makes your agritourism experiences special and why customers should choose you over alternative options.

When defining your USP, consider the following key factors:

• Unique Experiences: Identify the specific farm activities and immersive experiences that you offer, ensuring they are distinctive and not commonly found elsewhere. This could include behind-the-scenes tours, interactive workshops, or exclusive access to certain farming processes.
• Expertise: Highlight the knowledge, skills, and qualifications of your team and local farmers. Emphasize their expertise in sustainable farming practices, agricultural education, or their involvement in the local community.
• Authenticity: Emphasize the focus on providing an authentic and genuine experience for customers. Describe how you partner with local farmers to create an immersive and educational journey that showcases the realities of farming life.
• Connection to Nature: Showcase the natural beauty of your farm and the surrounding environment. Emphasize the opportunity for customers to connect with nature, learn about environmental conservation, and witness the impact of sustainable farming firsthand.

Tips for Defining Your Unique Selling Proposition:

• Research your competitors to identify any gaps in the market and opportunities to differentiate yourself.
• Conduct surveys or gather feedback from potential customers to understand their preferences and expectations.
• Focus on the key strengths and advantages of your agritourism experience, rather than trying to cater to every possible customer desire.
• Consider the emotions and aspirations of your target audience. What unique value can you provide that aligns with their interests and desires?

Defining a clear and compelling unique selling proposition will help you establish a strong position in the market, attract your target customers, and differentiate yourself from competitors in the agritourism industry.

Define The Goals And Objectives Of The Agritourism Experience

Defining the goals and objectives of your agritourism experience is crucial for setting a clear direction and purpose for your business. This will help you align your actions and initiatives towards achieving specific outcomes. Here are some key points to consider when defining your goals and objectives:

• Identify your vision and mission: Start by clearly defining your vision statement, which outlines the long-term aspirations and ultimate purpose of your agritourism experience. Next, develop a mission statement that encapsulates the core values and guiding principles of your business.
• Set SMART goals: Your goals should be Specific, Measurable, Achievable, Relevant, and Time-bound. Consider what you aim to accomplish within a defined timeframe, such as increasing customer satisfaction, expanding the range of farm activities, or achieving a certain revenue target.
• Align goals with your target audience: Understand the needs and preferences of your target audience and align your goals with their expectations. For example, if your target audience is families with young children, one of your goals might be to provide educational and interactive activities for kids.
• Focus on sustainability and education: As an agritourism experience provider, a key objective should be to promote sustainable farming practices and educate the public about the importance of agriculture. Include goals related to environmental conservation, resource management, and community engagement.
• Involve your team in goal-setting process to ensure buy-in and collaboration.
• Regularly review and update your goals and objectives based on market trends and customer feedback.
• Ensure your goals are realistic and attainable, considering the available resources and market conditions.

Assess The Required Resources, Such As Land, Facilities, And Equipment

In order to establish and operate a successful agritourism experience provider, it is crucial to thoroughly assess and secure the necessary resources. This includes identifying and acquiring the right land, facilities, and equipment . Here are some key factors to consider:

• Land: Evaluate the size and location of the land needed to support your agritourism activities. Determine if you will require additional space for parking, accommodations, or farming operations. Consider the accessibility, proximity to target markets, and zoning regulations.
• Facilities: Determine the type and condition of facilities required to deliver your agritourism experiences. This may include barns, pavilions, classrooms, kitchens, restrooms, storage areas, and accommodations. Assess the existing infrastructure and decide if any renovations or additions are necessary.
• Equipment: Identify the specific equipment needed to support your agritourism operations. This may include farming tools, machinery, vehicles, food processing equipment, and audiovisual equipment for presentations or demonstrations. Evaluate the cost, availability, and maintenance requirements of each item.
• Consider leasing land or facilities if purchasing is not feasible initially.
• Collaborate with local farmers or landowners to share resources and reduce costs.
• Factor in the potential need for future expansions or upgrades when assessing land and facilities.
• Ensure compliance with local zoning, building, and safety regulations for land and facilities.
• Invest in quality equipment to ensure smooth operations and minimize maintenance and repair costs.

By thoroughly assessing and securing the necessary resources, you will be well-prepared to provide exceptional agritourism experiences and meet the needs of your target audience. This step is crucial to the overall success and sustainability of your business.

Determine The Legal And Regulatory Requirements

When starting an agritourism experience provider, it is crucial to understand and comply with the legal and regulatory requirements that govern the industry. Failing to do so can result in fines, penalties, and potentially the closure of your business. Here are some important considerations:

• Research local and national regulations: Begin by researching the legal requirements for agritourism businesses in your specific location. This includes understanding zoning laws, permits, licenses, and any other applicable regulations. Contact local authorities or consult with a legal professional to ensure you have accurate and up-to-date information.
• Review health and safety regulations: The safety and well-being of your customers should be a top priority. Familiarize yourself with health and safety regulations related to agritourism activities, such as proper handling of animals, food safety protocols, and emergency preparedness.
• Obtain necessary permits and licenses: Depending on your location and the specific activities you plan to offer, you may need to obtain various permits and licenses. This could include permits for events, serving food, or operating certain equipment. Research the requirements and begin the application process well in advance to avoid any delays.
• Consider liability insurance: Agritourism experiences can involve inherent risks, so it's essential to protect your business from potential liability issues. Consult an insurance agent specializing in agritourism or business insurance to determine the appropriate coverage for your specific needs.
• Be aware of labor laws: If you plan to hire employees or work with contractors, familiarize yourself with labor laws and regulations that apply to your business. This includes minimum wage requirements, working hours, and any other employment-related obligations.
• Ensure compliance with environmental regulations: Sustainable farming practices are a key component of agritourism. Be aware of any environmental regulations that govern your operations, such as waste management, water usage, and conservation practices.
• Regularly review and stay updated on any changes in the legal and regulatory landscape that may impact your agritourism business.
• Seek legal advice if you are unsure about any specific legal requirements or obligations.
• Maintain thorough documentation of permits, licenses, and compliance efforts to ensure your business is operating within the law.

By understanding and adhering to the legal and regulatory requirements, you can build a strong foundation for your agritourism experience provider and operate with confidence, while also ensuring the safety and satisfaction of your customers.

Analyze The Financial Feasibility And Create A Budget

One of the crucial steps in developing a successful agritourism business is to analyze the financial feasibility and create a budget. This process allows you to determine whether your business idea is viable and sustainable in the long run.

To begin with, it is essential to assess the initial investment required for your agritourism experience. This includes costs for acquiring or leasing land, constructing or renovating facilities, purchasing equipment and supplies, and obtaining any necessary permits or licenses. Conducting a thorough analysis of these upfront expenses will help you determine the feasibility of your business idea.

Furthermore, creating a budget is essential for understanding the ongoing operational costs and revenue projections. This includes estimating expenses for utilities, maintenance, staff salaries, marketing, insurance, and other overhead costs. Developing a comprehensive and realistic budget will enable you to monitor and manage your finances effectively.

Here are some important factors to consider when analyzing the financial feasibility and creating a budget for your agritourism business:

Research industry benchmarks:

Forecast revenue streams:, project expenses realistically:, consider seasonal variations:, create a contingency plan:.

By analyzing the financial feasibility and creating a budget, you will have a clear understanding of the financial requirements for your agritourism experience. This knowledge will not only help you secure funding from potential investors or financial institutions but also enable you to make informed decisions for the success and sustainability of your business.

Develop A Marketing And Promotional Strategy

Once you have defined your unique selling proposition and competitive advantage, it's time to develop a marketing and promotional strategy to attract your target audience and create awareness about your agritourism experience. This step is crucial in ensuring the success and visibility of your business.

The first step in developing your marketing strategy is to identify your target audience and understand their preferences, interests, and behavior. This will help you tailor your marketing efforts to effectively reach and engage with them. Conduct market research, surveys, and analyze customer data to gain insights into their needs and expectations.

With the knowledge of your target audience, you can now create a strong brand presence and identity. Develop a visually appealing and memorable brand logo, website, and marketing materials that reflect the unique experience you offer. Your brand should convey the values of sustainability, education, and the connection to local farming.

Incorporate digital marketing into your strategy by establishing a strong online presence through a well-designed website, search engine optimization (SEO), and social media channels. Utilize platforms like Facebook, Instagram, and Twitter to showcase enticing visuals, engage with your audience through behind-the-scenes content, and share customer testimonials to build trust and credibility.

Offer special promotions and packages to attract new visitors and encourage repeat customers. Consider partnering with local accommodations, tour operators, or travel agencies to expand your reach and create mutually beneficial deals. Additionally, implement a referral program to incentivize your existing customers to bring in new attendees.

Collaborate with other local businesses and organizations to cross-promote and reach a wider audience. This can include partnering with farm-to-table restaurants, farmer's markets, or environmental organizations. By working together, you can leverage each other's networks and strengthen your marketing efforts.

Tips for a successful marketing and promotional strategy:

• Consistently update your website and social media platforms with fresh content, offers, and upcoming events, keeping your audience engaged and interested.
• Develop partnerships with influential bloggers or vloggers in the travel and food industry to create compelling content and amplify your reach.
• Utilize email marketing campaigns to keep your audience informed about new experiences, seasonal offerings, and exclusive discounts.
• Regularly monitor and analyze the performance of your marketing efforts through website analytics, social media insights, and customer feedback. Adjust your strategy accordingly to optimize results.

A well-developed marketing and promotional strategy will help you effectively reach and engage your target audience, drive foot traffic to your agritourism experience, and establish a strong brand presence in the market. Continuous evaluation and adjustment of your marketing efforts will ensure long-term success and the growth of your business.

Create A Comprehensive Operational Plan

Once you have defined your goals and objectives and assessed the required resources, it is essential to create a comprehensive operational plan for your agritourism experience provider. This plan will outline the day-to-day activities and processes involved in running your business smoothly. Here are some important considerations when developing your operational plan:

• Staffing and Training: Clearly define the roles and responsibilities of your staff members, including farm guides, workshop instructors, and kitchen staff. Ensure that they receive appropriate training and have a deep understanding of your agritourism experiences and sustainable farming practices.
• Inventory and Supplies: Establish a system to manage your inventory and ensure you have sufficient supplies for farm tours, workshops, and farm-to-table dining experiences. Keep track of the ingredients required for your meals and coordinate with local farmers for a steady supply of fresh produce.
• Facility Management: Maintain your facilities, including barns, workshops, and dining areas, to ensure they are safe, clean, and welcoming for your customers. Regularly inspect equipment, conduct maintenance checks, and address any repairs or upgrades necessary to provide a smooth and enjoyable experience.
• Scheduling and Reservations: Implement a system for managing bookings and reservations for your agritourism experiences. This can be done manually or through an online booking platform. Ensure that your operational plan includes protocols for handling cancellations, rescheduling, and customer inquiries.
• Health and Safety: Prioritize the health and safety of both your staff and customers. Develop protocols for maintaining proper hygiene, handling animals, and educating visitors about safety precautions on the farm. Conduct regular assessments and update your operational plan accordingly to mitigate risks.

Tips for Creating an Effective Operational Plan:

• Regularly review and update your operational plan to adapt to changing circumstances or emerging trends in the agritourism industry.
• Consider conducting trial runs or test experiences to identify and address any operational challenges before launching your business.
• Establish partnerships with local service providers, such as transportation companies or accommodation providers, to streamline logistics for your customers.
• Implement a feedback system to gather input from your customers and staff, allowing you to continuously improve your operations.

A comprehensive operational plan not only ensures the smooth functioning of your agritourism experiences but also helps you maintain a high level of customer satisfaction. By carefully considering all aspects of your operations, you can provide a memorable and enriching experience for travelers while promoting sustainable farming practices and supporting local farmers.

In conclusion, creating a business plan for an agritourism experience provider requires careful consideration of various factors. By identifying the target audience, conducting market research, and defining the unique selling proposition, you can better understand the market demand and how to differentiate your business. Additionally, defining goals and objectives, assessing required resources, and analyzing financial feasibility are crucial steps in planning for success.

Moreover, understanding the legal and regulatory requirements, developing a marketing and promotional strategy, and creating a comprehensive operational plan will ensure the smooth operation of your agritourism business. By following these nine steps, you can lay a solid foundation for your venture and provide unique and immersive experiences for travelers while promoting sustainable farming practices and supporting local farmers.

$169.00 $99.00 Get Template

Related Blogs

• Starting a Business
• KPI Metrics
• Running Expenses
• Startup Costs
• Pitch Deck Example
• Increasing Profitability
• Sales Strategy
• Rising Capital
• Valuing a Business
• How Much Makes
• Sell a Business
• Business Idea
• How To Avoid Mistakes

Leave a comment

Your email address will not be published. Required fields are marked *

Please note, comments must be approved before they are published

Tribal Agritourism Resource Page

Case Studies in Tribal Agritourism

The stories within offer diverse examples of successful tribal agritourism business models from Choctaw Nation (Chahta Yakni) of Oklahoma, Yocha Dehe Wintun Nation (California), Icy Strait Point (Huna Tlingit, Alaska), Santa Ana Pueblo (New Mexico), Big Apple Fest (Oneida Nation of Wisconsin), and the Iroquois White Corn Project (Seneca Nation of Indians, New York).

They are not meant to be templates, but rather are intended to serve as a source of inspiration for tribal farmers, ranchers and producers.

Agritourism, located at the intersection between tourism and agriculture, involves the packaging of tourism-related product and services with an agriculture-based operation or activity for the primary purposes of providing enjoyment, education, or agribusiness expertise and practices for the public. Below, find carefully curated resources for tribal producers looking to create or expand their own agritourism enterprises.

According to the 2017 Census of Agriculture , the United States is home to nearly 80,000 Native American or Alaska Native farm producers. Although that number represents just 2.3 percent of the country’s 3.4 million producers, Native-owned farm acreage makes up more than 6 percent of total U.S. farmland—59 million acres to be exact.

With more than 80 percent of Native farmers living on their farm or ranch and/or reporting farming/ranching as their primary occupation, an increasing number of producers are looking to grow their revenue by diversifying their product offerings.

Agritourism Webinars

Seed Savers and Food Sovereignty

Webinar: Seed Savers and Food Sovereignty   Webinar: Seed Savers and Food Sovereignty April 11, 2023; 10 a.m. (Mountain) In this webinar, we...

Healthy One Bite at a Time with Native Food & Plants

Webinar: Healthy One Bite at a Time with Native Food & Plants Healthy One Bite at a Time with Native Food & Plants February 21, 2023; 10...

Product Pathways: Getting Your Product from the Field to the Shelf

We will follow your product from the farm to the market during this webinar. Learn how important it is to share the story about the cultural significance of your product.

Native Chefs Explore Food Sovereignty

Learn from Native chefs, Vincent Medina (Chochenyo Ohlone), and Louis Trevino (Rumsen Ohlone), who co-own the mak-‘amham/Café Ohlone in the San Francisco and Monterey Bay area.

Oneida Big Apple Fest: Developing An Agricultural Festival

Image courtesy of Oneida Nation of WisconsinOneida Big Apple Fest: Developing An Agricultural FestivalTribal Agritourism Webinar SeriesWebinar:...

Building a Native Agritourism Ecosystem

Building a Native Agritourism Ecosystem AIANTA Webinar SeriesBuilding a Native Agritourism Ecosystem Learn from the owner of DX Beef and The DX...

AIANTA Releases Ground-Breaking Tribal Agritourism Educational Handbook

Case Studies in Tribal Agritourism was created to serve as an inspiration for Native American and indigenous farmers, ranchers and other food producers interested in expanding their agricultural operations to include visitor components.

Native Chefs Celebrate the Holidays with Indigenous Cuisine, Recipes

As travelers remain grounded, AIANTA has created a virtual round up of Native cuisine.

View more articles from AIANTA’s Tribal Agritourism blog now.

Dynamite Hill Farms

Icy Strait Point

Oneida Nation Apple Orchard

Choctaw Hunting Lodge

Ute Mountain Ute Bow and Arrow Brand

View some of our tribal tourism partners by clicking on the images above or learn how you can claim your own listing at NativeAmerica.travel now.

Native American Agriculture Fund (NAAF)

United States Department of Agriculture (USDA)

🍴 Office of Tribal Relations 🍴 Tribal Programs and Services 🍴 Council for Native American Farming and Ranching 🍴 National Institute of Food and Agriculture (NIFA) 🍴 2017 USDA Rural Development Program Reference Guide 🍴 2016 USDA Tribal Guide 🍴 Recreation, Tourism & Rural Well Being

Intertribal Agriculture Council (IAC)

First Nations Development

On-Farm Market Directory The Office for American Indian, Alaskan Native, and Native Hawaiian Programs (OAIANNHP) is creating a searchable list of American Indian, Alaskan Native, and Native Hawaiian farmers through the United States Department of Agriculture’s (USDA) On-Farm Market Directory. If you are currently selling or plan to sell farm products directly to consumers, please click here to be considered for inclusion

CDC Native Diabetes Wellness Program 🍴   Traditional Foods Program and Map 🍴   Traditional Foods in Native America

Environmental Protection Agency (EPA) 🍴   Smart Growth

ATTRA Sustainable Agriculture Program / National Center for Appropriate Technology (NCAT)

New Entry Sustainable Farming Project An initiative of Tufts University’s Friedman School of Nutrition Science and Policy and additional partners, New Entry Sustainable Farming Project works locally, regionally, and across the country to strengthen local food systems by supporting new farmers. They serve and collaborate with the people, communities, and organizations in Massachusetts, the Northeast, and beyond.

Sustainable Agriculture Research and Education (SARE) Since 1988, the Sustainable Agriculture Research and Education (SARE) grants and education program has advanced agricultural innovation that promotes profitability, stewardship of the land, air and water, and quality of life for farmers, ranchers and their communities. www.sare.org

Agritourism around the US—Findings from a National Survey

International Workshop on Agritourism

Agritourism Articles & Research

Intertribal Food Systems A national intertribal survey and report (2915)

Fisheries and Tourism – Creating Benefits for the Community This guide is intended for those Fisheries Local Action Groups (FLAGs) that would like to develop tourism activities in their areas, while also ensuring that benefits accrue to the local fisheries community. (2014)

Alternative Enterprises and Agritourism: Farming for Profit and Sustainability  VIew article

An Introduction to Agritourism: A Power Tool for Storytelling and Revenue Generation Agritourism, a portmanteau of agriculture and tourism, is a fast-growing subsector of the tourism industry. Read Full Article

Is Your Tribe Ready for Agritourism? Is your tribal community or your farming/ranching operations ready to expand your cultural impact and your economic base? Read Full Article

Curating Agritourism Experiences: Product Development While there are plenty of benefits to engaging in culinary and agritourism, as with any tourism effort, attention should be given to crafting a compelling experience and determining whom your desired audience is. Read Full Article

Overcoming Challenges to Successfully Launch Agritourism Experiences Many communities and entrepreneurs around the country have harnessed travelers’ increasing interest in food and farming as an opportunity to invest in traditional cuisine and practices. Beyond leading to increased community pride, many of these opportunities also provide an effective avenue for perpetuating Native cultures and traditions through education and first-hand experiences. Read Full Article

Creating an Agritourism Business Plan No matter how great the prospective market, available resources, or the people in your community, without a comprehensive and nimble business plan, the most effective and efficient path to creating a successful agritourism business can be hard to find.  Read Full Article

Big Apple Fest, Oneida Nation Big Apple Fest, a family event in Oneida, Wisconsin highlights Oneida culture and history. Here, visitors can pick apples in the Oneida Orchard while also experiencing Oneida culture in five fully-restored historic log homes. They can also play games, see live animals, ride horse-drawn wagons and be entertained by Rhea the Trick Horse. Food is available through vendors and at the farmer’s market.

Held the third Saturday in September, Big Apple Fest is planned and operated by the Oneida Tourism Department and is sponsored by the Oneida Tourism Department, Oneida Cultural Heritage Department, Oneida Nation Apple Orchard, and Tsyunhehkwa Retail store.

Big Apple Fest , authored by Oneida Nation

Icy Strait Point ; Hoonah, Alaska Icy Strait Point—America’s only private cruise ship destination—offers two programs emphasizing the agri-culinary offerings of Southeast Alaska. In addition to providing distinctive culinary options for guests, the Tlingit Kitchen program teaches guests about the subsistence lifestyle of the local Tlingit people.

Icy Strait Point​ , authored by Dan Moore (Consultant) & edited by AIANTA Staff​

Seminole Nation Vineyard ; Seminole, Oklahoma Although communal farming was an important part of traditional Seminole life, most Seminole people are at least three generations removed from farming, and 99 percent of Seminole owned arable land is not in production.

Native American-owned and Oklahoma-based Seminole Nation Vineyard and Winery (SNVW) features seven acres of dedicated vines, providing a path for Seminole people to get back to farming. The winery supports a growing tourism effort by the Nation, which also creates a ready market for the product produced by Seminole farmers.

Seminole Nation Vineyard , authored by Dan Moore (Consultant) & edited by AIANTA Staff

Tribal Agritourism Marketing Tools Part 2 Using NativeAmerica.travel to promote tourism and your agritourism products Presenters: Sandra Anderson, AIANTA; Dan Moore, Agritourism Consultant Presented in Partnership with First People’s Fund

Bureau of Indian Affairs

Juan Bautista de Anza National Historic Trail

Native American Agriculture Fund

Lewis & Clark National Historic Trail

Bureau of Land Management

National Endowment of the Arts

National Park Service

United States Forest Service

Ready to be a part of the AIANTA story?

• About AIANTA
• Support AIANTA

Jump to navigation

Vermont Agritourism Collaborative

• Agritourism Guides
• Resource Hub Overview
• Getting Started with Agritourism
• Farm Experiences
• Financial Planning
• Safety, Liability, and Regulations
• Extension COVID-19 Resources

UVM Extension Cultivating Healthy Communities

Business planning for agritourism enterprises.

Draft your business plan in seven weeks! This online series of seven sessions guides business owners and managers through the process of developing a business plan using AgPlan . Each session covers a different section of the business planning process. We hosted the live webinars between February 13 and March 26, 2024. You can follow the recordings at your own pace. If you do your homework in between sessions, you'll have a business plan drafted in seven sessions.

Business Planning Overview and Business Description

Slides (PDF)

Homework assignment for this week:

• Draft a business description in AgPlan .
• Begin to think about the next section coming up on Tuesday, February 20th, which is Operations.

Need help with your homework?

• Phone: (612) 625-1964
• Email: [email protected]
• Web: https://cffm.umn.edu

Additional resources:

• From the National Agricultural Law Center: States with agritourism statutes including limited liability protections
• For those in Vermont: Guide to Navigating Vermont's Agritourism Regulations

Please take the weekly survey:

• Please help us with our reporting for the grant that is paying for this series! Complete the following survey after you've watched this week's session.

Business Planning for Agritourism Enterprises - Operations

• Draft your Operations section in AgPlan . If you don't have your own agritourism operation, create a sample plan to familiarize yourself with the business planning process.
• Begin to think about the next section coming up on Tuesday, February 27th, which is Marketing.
• Visit https://go.uvm.edu/agplan for the recordings and resources
• We appreciate your feedback! Please complete this survey every week, even if you are answering some of the same questions.  Complete the following survey after you've watched this week's session.

Business Planning for Agritourism Enterprises – Marketing

• Draft your Marketing section in AgPlan . If you don't have your own agritourism operation, create a sample plan to familiarize yourself with the business planning process.
• Begin to think about the next section coming up on Tuesday, March 5th, which is Management and Organization.

Business Planning for Agritourism Enterprises – Management and Organization

• Draft your Management & Organization section in AgPlan . If you don't have your own agritourism operation, create a sample plan to familiarize yourself with the business planning process.
• Begin to think about the next section coming up on Tuesday, March 12, which is Financials.

Business Planning for Agritourism Enterprises – Financial Section

• Begin to think about the next section coming up on Tuesday, March 19, which is the Executive Summary.

Additional Resources

• Farm Financial Management Toolbox
• Developing & Interpreting Your Financial Statements and Measures
• Example budgets from the Ag Risk & Farm Management Library
• Farm Financial Standards Council Guidelines
• Book: Financial Statements
• Book: Agricultural Accounting

Business Planning for Agritourism Enterprises – Executive Summary

• Draft your Executive Summary section in AgPlan . If you don't have your own agritourism operation, create a sample plan to familiarize yourself with the business planning process.
• The last session in this series is Tuesday, March 26. We’ll have time for Q&A on anything related to business planning and agritourism. Come ready to ask questions and share your experience!

Business Planning for Agritourism Enterprises – Closing Session

• Continue to work on your business plan
• Invite someone to review your plan
• Sign up for a one-on-one consultation through the survey link below
• Celebrate your accomplishments to date!

Free Download

Agritourism Business Plan Template

Download this free agritourism business plan template, with pre-filled examples, to create your own plan..

Or plan with professional support in LivePlan. Save 50% today

Available formats:

What you get with this template

A complete business plan.

Text and financials are already filled out and ready for you to update.

• SBA-lender approved format

Your plan is formatted the way lenders and investors expect.

Edit to your needs

Download as a Word document and edit your business plan right away.

• Detailed instructions

Features clear and simple instructions from expert business plan writers.

All 100% free. We're here to help you succeed in business, no strings attached.

Get the most out of your business plan example

Follow these tips to quickly develop a working business plan from this sample.

1. Don't worry about finding an exact match

We have over 550 sample business plan templates . So, make sure the plan is a close match, but don't get hung up on the details.

Your business is unique and will differ from any example or template you come across. So, use this example as a starting point and customize it to your needs.

2. Remember it's just an example

Our sample business plans are examples of what one business owner did. That doesn't make them perfect or require you to cram your business idea to fit the plan structure.

Use the information, financials, and formatting for inspiration. It will speed up and guide the plan writing process.

3. Know why you're writing a business plan

To create a plan that fits your needs , you need to know what you intend to do with it.

Are you planning to use your plan to apply for a loan or pitch to investors? Then it's worth following the format from your chosen sample plan to ensure you cover all necessary information.

But, if you don't plan to share your plan with anyone outside of your business—you likely don't need everything.

More business planning resources

How to Write a Agritourism Business Plan

Simple Business Plan Outline

Business Plan Template

10 Qualities of a Good Business Plan

How to Start a Business With No Money

How to Write a Business Plan for Investors

How to Write a Business Plan

Industry Business Planning Guides

Download your template now

Need to validate your idea, secure funding, or grow your business this template is for you..

• Fill-in-the-blank simplicity
• Expert tips & tricks

We care about your privacy. See our privacy policy .

Not ready to download right now? We'll email you the link so you can download it whenever you're ready.

Download as Docx

Download as PDF

Finish your business plan with confidence

Step-by-step guidance and world-class support from the #1 business planning software

From template to plan in 30 minutes

• Step-by-step guidance
• Crystal clear financials
• Expert advice at your fingertips
• Funding & lender ready formats
• PLUS all the tools to manage & grow

The quickest way to turn a business idea into a business plan

Fill-in-the-blanks and automatic financials make it easy.

No thanks, I prefer writing 40-page documents.

Discover the world’s #1 plan building software

JavaScript seems to be disabled in your browser. For the best experience on our site, be sure to turn on Javascript in your browser.

Marketing Your Agritourism Business

Image of a U-PICK sign: bigstockphoto.com/travismanley

What is Marketing and a Marketing Strategy?

Marketing encompasses everything you do to communicate with and meet the needs of an identified consumer group.  Marketing requires that you understand your target consumer group(s), their needs, how your product or service meets their needs and developing a strategy to reach those consumer groups.

A marketing strategy is your plan for the actions you will take to communicate and meet peoples' needs, how you will allocate budgetary funds to those activities, and how you will evaluate your actions.  Your marketing strategy will serve as a link between your business goals and sales.

What Are You Marketing?

Agritourism is a broad umbrella including a variety of business types, from corn mazes and pumpkin patches, to farm stays, u-pick, and educational events/activities. Image 1 illustrates the five categories of agritourism – education, direct sales, entertainment, outdoor recreation, and hospitality – as well as showing how activities are tiered as either core or peripheral.

Image 1. Categories of Agritourism. Source: Chase, et al. 2018

Understanding how different activities can be categorized can guide you as you develop the marketing strategy for your agritourism business.  For instance, while you may sell tangible products (apples, jams, pumpkins, etc.) to visitors, overall, the "product" you're often offering to consumers is the experience. 

Consumers are looking for the experience.  Forbes reported in late 2018 that according to TripAdvisor data, 67% more travelers chose outdoor activities in 2018 than in 2017, there was a 61% increase in bookings for classes such as cooking, and "59% more travelers decided they'd rather engage in a cultural excursion or an historically themed tour" (Taylor).

For some agritourism businesses that have been particularly successful in marketing their experiences, the core, agricultural activity of the farm may be only a small portion of the enterprise, with a majority of their income coming from their experiential offerings. In other words, the "corn maze" may bring in a lot more revenue than the corn field it replaced.

Many agritourism businesses are seasonal in nature resulting in the challenge that consumers will not be routinely visiting or purchasing from you throughout the year.  Perhaps you have a business that consumers may only visit once a year such as a u-pick experience or a Christmas tree farm.  Or, you may have an agritourism business where you are offering an experience that people want, but it may be a once-in-a-lifetime (or hopefully every few years) experience such as a farm stay or hunting excursion. With these types of agritourism businesses, it is important to ensure that you provide them with a memorable experience they will share with friends and families through word of mouth and social media.

Differences across types of agritourism make it critically important to understand the drivers for consumers to visit and purchase your products, services, or experiences and then to develop a marketing strategy unique to your business.

Who Are You Marketing To?

Success in marketing requires that you understand your customers, both existing and potential. You should be able to describe who you envision coming to, or engaging with, your agritourism business. 

Who are the people that make up your target market?

Consider how can you classify, or group people based on the following common demographic characteristics:

• Employment status
• Family status

Some resources for collecting demographic information include the Bureau of Labor Statistics, Census data, and PA County Profiles .

Where are these people located?

• In what area (country, state, city, etc.) do they live?
• Do they live in a rural, urban, or suburban setting?
• How transient are the people you want to target?
• What is the population density and growth rate where your target market lives?
• How do you anticipate the population to change in the coming years?

What do they think?

What are the values of customers and what motivates them to visit your agritourism business?

• What are the consumers' opinions and values?
• What are their interests and lifestyles?
• What attitudes do they have about agriculture, your product(s), events or services?
• What needs do they have that compel them to purchase your product(s) or engage in on-farm activities?

What do they do that makes them unique (as a group) from others?

• What products do they typically use?
• What benefits do they look to get from the products they purchase?
• What experiences are they looking to have?
• How often do they use types of products that you offer?
• How sensitive are they to price changes?
• How loyal are they to their preferred brands?
• How are the products usually purchased and from where?

Using this information, develop customer profiles to describe the general person that characterizes each group you have identified through these questions.  A customer profile is a general description of the type of individual that makes up your target market.

Your Marketing Mix

Four aspects – product, place, price, and promotion – are commonly referred to as the Four P's and make up the marketing mix for your marketing strategy.  Your effectiveness in accurately identifying your target consumer characteristics and matching those with your product mix will significantly determine success for your agritourism business. 

Products/events/experiences offered must fit what your target customers are looking for.

• How would you describe your products/events/experiences?
• How will customers/visitors benefit from your products/events/experiences?
• What makes your farm experience unique?
• What product-related services do you provide the customer, such as recipes or pairings?
• What are the attributes of your product(s) that your customer values?
• Is there anything new or different about your product(s) that set you apart from the competition?
• How much of your product is available?
• How many events of each type will you offer?

How will customers access your product(s), service(s), and/or experience? Many types of agritourism exist in rural areas, part of their appeal. However, you need to be cognizant of the distance your target consumers will need to travel, as well your business's proximity to other destinations.  You should also consider the placement of items on and in your physical location.  Aspects to consider include:

• How and where will product(s) be marketed? Direct-to-consumer marketing outlets include on-farm markets, farmers' markets, online stores, Community Supported Agriculture (CSA) programs, and home delivery.
• Will customers have to come to your farm or a farmers' market to purchase? If you will sell via a CSA (community supports agriculture) model, will you have drop-off locations, delivery, and pick-up at your farm? How accessible, convenient, and when are those locations open?
• What is your location like?  How accessible is it from main highways? What is your proximity to other points of interest? Is visitor parking suitable? Are buildings, trails, and other areas that visitors would occupy safe and well maintained?
• Merchandising. Consider displaying items that complement each other to create a package or creating a theme display.
• Signage. If you are offering an on-farm activity do you have a display that conveys pricing and information?
• Displays. Are your displays highlighting your feature products? Consider creating storefront window displays, showcase displays, or found-space displays. 

Setting prices first requires an understanding and knowledge of your costs to produce products or offer events. Keys to setting profitable prices include:

• Knowing your fixed costs
• Understanding your variable costs
• Understanding opportunities for charging fees for activities, experiences
• Performing a breakeven analysis to know breakeven price or quantity
• Performing sensitivity analyses to understand how changes in production or sales quantities or changes in price impact
• Adjust based on product characteristics, a specific pricing strategy, customer price sensitivity, customer values, and other factors.

Price contributes to the perception of your product, that is, when consumers see a product price it sends signals to them about quality, match with the market outlet, expectations for assistance, etc.

Customers learn of your business, product(s), and events through promotional activities. A thorough understanding of your customers will allow you to implement the most effective promotional tactics.  Consider how you will communicate, interact, and engage with both your customers and non-customers. You'll need to determine they promotional tactics you'll utilize, the messages and information you'll share, and how often, or the schedule, you'll engage in promotional activities.

Examples of Promotional Tactics

• Signs along the highway
• Brochures/flyers at visitors' centers, community centers, etc.
• Charity/local event donations
• Event sponsorships
• Speaking engagements
• Booth at events
• Social media presence and activity
• Press releases to local media
• Publish a blog
• Distribute a newsletter (electronic and/or mailed/paper)
• Social media promotions (ads & boosted posts)
• Word of mouth
• Coupons/discounts

Marketing in the Digital and Social Media Age

With 90% of the U.S. adult population online and 72% using social media as of January 2019, having a digital and social media marketing strategy as a component of your overall marketing strategy is essential (Pew Research Center). As of February 2019, the four most widely used social media sites in the U.S. were:

Social media is often the first place many people now turn to when looking for ideas on what to do or researching places or businesses to visit.  While consumers are engaged in their decision-making process, as a business, you want your online presences, content, and messaging to be up to date, accessible at all times, and aligned across all platforms.  The perception of your business should be the same whether the consumer is interacting on Twitter, Facebook, or your blog.

Digital & Social media best practices

• Regularly update your website with current business information, prices, pictures, etc.
• Ensure your website is easy to navigate
• Regularly post to your social media accounts
• Develop a mix of content types (promotional, information, entertaining, etc.)
• Use photos and videos to engage your online community
• Set measurable goals and objectives for your digital marketing activities.
• Be responsive to questions and comments

How Are Your Employees Telling Your Story?

Your employees can significantly impact the success of your agritourism business in several ways. For agritourism businesses that rely on employees to interact with consumers, it is important for those employees to be familiar with the history of your farm and agritourism business, what makes your business unique and be skilled at conveying that to customers. Through stories, employees can develop a stronger association and deeper understanding of the message from their employers.

Having this understanding of farm history creates a sense of loyalty and pride which can trickle down to your customers. The success of your agritourism business can be dependent on customer experience. Recent research by Harvard Business Review , found emotionally connected customers are more than twice as valuable as a highly satisfied customer. An employee who is informed and engaged will boost customer experience.

Some ways to determine how well your employees have been integrated into your business 'family' include:

• Having a sense of their communications about your business. For example, do employees complain about their job on social media?
• Do they know the history of your business and share that with customers?
• Their demeanor on the job
• Their attentiveness to and interaction with customers

Collaborative Marketing

Another approach that agritourism businesses may want to pursue, and find benefit from, is to develop collaborative marketing relationships with other businesses in their local or regional area that each believe are targeting the same consumer segments. This sort of approach is typically common at an industry promotion level – think wine, beer, ice cream trails – but research has shown that consumers visit multiple businesses/places when they travel to a location. Consumer knowledge about the destinations available to visit en route to your location, as part of a trail, or from your location if it is a base (such as a farm stay) can entice consumers to make the decision to visit.

Some ideas on how to work with your peers include:

• Developing packages
• Having lists of complementary businesses that can be shared with customers/visitors
• Developing "trails"
• Developing group events, festivals, etc.
• Partnering with community groups i.e. schools, churches, prisons, hospitals to cross-promote events and activities
• Becoming involved with your local Chamber of Commerce and other civic groups

Evaluating and Learning from Your Marketing Successes (and Failures)

A vital aspect of marketing that is often overlooked is evaluation. Consumer needs and desires change, people move or experience life changes, and marketing tools (such as digital and social media platforms) evolve. Identifying evaluation metrics and collecting data on each of those metrics is essential.

Evaluation tools include:

• Transaction data
• In-person communication

Possible evaluation metrics include

• Customers/participants
• Sales quantities
• Number of events held

Managing Risk in Marketing

Marketing risk exists in many forms. It may be from prices, market access, or changing consumer demographics and/or trends. Continually assessing current trends in agritourism and the type of consumer that different activities or products appeal to is essential. For instance, while pumpkin patches and corn mazes have existed now for some time, there is a growing trend in the offering of classes for consumers to experience how products are made (such as cheese) or how to use what is purchased (such as cooking or flower arranging classes).

External events such as natural disasters, economic or health crises have the potential to impact your business substantially and quickly.  Offering diverse opportunities such as in person and online "experiences" can help eliminate risk.  Internal events can also create marketing risk.  A disgruntled employee, for instance, could spread falsehoods or rumors that impact public perception of you or your business.  Ability to assess the environment, pivot, adapt, and respond can determine how your business weathers marketing risk.

Action Steps for Addressing Marketing Risk

• Research your target customers
• Develop customer profiles
• Determine your marketing mix (products/events/experiences and 'product' mixes, prices, placement, promotional activities)
• Develop a marketing plan   --  Define metrics and assessment methods   --  Include contingency plans across all aspects

References and Resources

Chase, L. C., Stewart, M., Schilling, B., Smith, B., & Walk, M. (2018). Agritourism: Toward a conceptual framework for industry analysis . Journal of Agriculture, Food Systems, and Community Development, 8(1), 13–19.

George, H. and E. Rilla. 2011. Marketing Strategies for Agritourism Operations . University of California Agriculture and Natural Resources.  Publication 8444.

Internet/Broadband Fact Sheet . Pew Research Center. Washington, D.C. June 12, 2019.

Singh-Kights, D. and C. Martel. (2016). Innovation and Collaboration in the Agritourism Supply Chain – Cluster Development and Implications for Marketing. ANREP/NACDEP Conference, Burlington, VT June 26-29, 2016.

Lottridge, S. (n.d.). Winery Branding: Attract More Customers by Telling Your Story .

Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018 .  Pew Research Center. Washington, D.C. April 10,2019.

Social Media Fact Sheet . Pew Research Center. Washington, D.C. June 12, 2019.

Taylor, Peter. (December 2, 2018). Big Data Mining Previews 2019's Hottest Vacation Trends And The Future Of Online Travel . Forbes.

Zorfas, A., & Leemon, D. (2017, April 24). An Emotional Connection Matters More than Customer Satisfaction .

This material is based upon work supported by USDA/NIFA under Award Number 2018-70027-28588. Northeast Extension Risk Management Education US Department of Agriculture/National Institute of Food and Agriculture (USDA/NIFA)

• Value-added agriculture
• Agricultural entrepreneurship
• Value-added dairy entrepreneurship
• Value-added dairy foods marketing
• Online marketing and sales
• Social media
• Direct marketing
• Farm and ag business management
• Business planning

You may also be interested in ...

Food for Profit

Retail Farm Market School

Beef Feeding Operation

Marketing Research Basics: Identifying Your Target Market

Off-Season and Accelerated Lamb Production

Community Supported Agriculture (CSA)

Elaboración de un Plan de Negocio

Tomato Production

Maple Syrup Production

Cucumber Production

Personalize your experience with penn state extension and stay informed of the latest in agriculture..

A national information resource for value-added agriculture

• FoodSearcher Tool
• Clay-Target Shooting Facilities
• Equine Agritourism
• Fee and Lease Pond Fishing
• Rural Weddings
• Aquaculture
• Grains & Oilseeds
• Livestock, Dairy, Poultry
• Specialty Crops

Best Management Practices in Agritourism

Revised August 2019

Best Management Practices for an agritourism business include:

• Providing an authentic farm or ranch experience
• Providing an educational experience
• Providing excellent customer service
• Providing adequate public facilities
• Maintaining a safe and accessible environment
• Creating good community relations
• Planning for your financial future

When starting an agritourism business or assessing your existing operation, consult the available resources and consider the following best management practices:

• Authentic Farm or Ranch Experience - An agritourism business can be defined as any person, farm, or corporation actively engaged in the operation, management, or promotion of an agriculturally-related tourism business open to the public. This business provides visitors with an educational experience aside from one that is solely commercial. It is important to keep in mind that your farm/ranch is often the “face of farming and ranching” in your community, region, or state. A product you offer to visitors may be the experience of farm or ranch living. It is also important to understand what aspects of agriculture your local associations (agricultural, tourism, and marketing) emphasize in your region so that you can develop your own niche in coordination with other farms and attractions nearby.
• Educational Experience - Farms and ranches can offer an agriculturally-oriented educational experience suitable for different ages. Food and fiber production, land stewardship, and history of agriculture are common topics that visitors enjoy learning about.  Another way to diversify your operation and educate guests maybe on-property recreational activities (e.g., fishing, hunting, trail riding, cross-country skiing, or hiking).
• Customer Service - This should be an integral part of your business planning. Training your staff to interact with customers in an appropriate way will ensure a safe and high quality experience for customers. It also ensures these customers will return and tell other potential customers about your business.
• Adequate Public Facilities - Your farm/ranch needs to have sufficient capacity (staff and infrastructure) to provide basic services such as parking, transportation, signage, customer assistance, education, and roads. In order to maintain a safe and customer friendly business, provision of services and facilities like restrooms becomes necessary.
• Safe and Accessible Environment - You should ensure that your property and facilities are maintained and in compliance with zoning, health, food safety, and environmental regulations. It is useful as well to create a risk management plan for your farm/ranch. In addition, depending on your type of business, consider compliance with the Americans with Disabilities Act, which mandates equal customer access to certain facilities (entrances, exits, and bathrooms).
• Community Relations - To create good community relations, it is important to regularly provide opportunities for organized groups and individuals in your community to visit your property (e.g., schools and business associations).
• Planning for your Financial Future - Regularly review your business plan and appropriately add value (price) to all farm/ranch services, products, and experiences in order to provide for the long-term sustainability of your business.

The following is a listing of available resources related to best management practices in agritourism:

Vermont Agritourism Collaborative , University of Vermont Extension

State Resources Your State’s: Department or Agency of Agriculture, State Agritourism Organization, Department of Marketing or Tourism, University Cooperative Extension Service, and directories from the National Association of Resource Conservation and Development Councils , and Natural Resources Conservation Service . Authentic Experience National Geographic Center for Sustainable Destinations On-Farm/Ranch Education Agriculture in the Classroom Farm-Based Education Association Financial Planning Small Business Administration   Health and Safety Guidelines National Institute for Occupational Safety & Health, Centers for Disease Control & Prevention (NIOSH) . Toll-Free: 800-CDC-INFO (800-232-4636) TTY: (888) 232-6348 NIOSH Agricultural Research Centers National Safety Council Farm safety & workplace fact sheets (scroll down for Agricultural Safety) 800-621-7615 The National Children’s Center for Rural and Agricultural Health and Safety Under Resources

Farm Commons Accessibility Information and Technical Assistance on the Americans with Disabilities Act 800-514-0301 (voice) 800-514-0383 (TTY)  

The U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs and activities on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, and marital or family status. (Not all prohibited bases apply to all programs.) Many materials can be made available in alternative formats for ADA clients. To file a complaint of discrimination, write USDA, Office of Civil Rights, Room 326-W, Whitten Building, 14th and Independence Avenue, SW, Washington, DC 20250-9410 or call 202-720-5964.

The names, words, symbols, and graphics representing Iowa State University are trademarks and copyrights of the university, protected by trademark and copyright laws of the U.S. and other countries.

OSU Extension Service

• Community vitality
• Agritourism

Adding agritourism: Developing your plan & working with your county

Are you interested in adding an agritourism enterprise to your farm business? The Adding Agritourism series shares careful thought and best practices. Agritourism is a type of farm-direct marketing that allows for generating increased income by providing visitors with education, direct sales of products, entertainment, lodging and recreational activities. Agritourism is a place-based form of marketing, but it may also occur off-site where farmers sell their products and interact with customers, such as farmers markets.

Some forms of on-farm agritourism are:

• Farm stands and on-farm sales.
• U-pick and U-cut.
• Farm-to-Table meals.
• Experiential educational classes or programs.
• Farm tours.
• On-farm lodging.
• Promotional activities, such as pumpkin patches, hayrides and corn mazes.
• Recreation, such as horse riding, bird watching, fishing and hunting.

Why agritourism?

There are many advantages to adding agritourism to your farm business.

• Diversify farm income strategies.
• Develop a new aspect of the farm business, allowing interested family members or farm partners to stay working on the farm.
• Educate the public about local agricultural practices.
• Provide your local community access to fresh food.
• Create new and unique marketing opportunities for your product.

First and foremost, you must have a viable farm business

It may seem obvious, but expanding your farm business to include agritourism means you must first grow, raise or process farm products to sell and promote. These products may include produce, plants and flowers, live animals, animal products such as meat and fiber, and value-added goods made from these products.

Many rural properties are in settings that seem like perfect venues for events like a wedding, retreat or festival. But, unless these events directly relate to the sale and promotion of your farm products, you will not be able to get a permit.

Learn your property’s zoning

When you work with your county to establish an agritourism opportunity, the most critical variable to research is your property’s zoning. Agritourism is typically an acceptable use on land zoned as Exclusive Farm Use, Rural Service and Rural Residential. Zoning determines the permitting process, since specific rules pertain to each zone. Zoning also affects the type and cost of required permits.

Oregon’s land use laws are protective of properties in Exclusive Farm Use (EFU) zones with goals of maintaining land for agriculture and reducing impact of other uses. Many agritourism activities are allowed on EFU land but these activities are expected to be directly related to and supportive of agriculture production.

In most cases, businesses such as event venues, restaurants, and bakeries are not allowed in EFU zones. Legislation passed in 2011 created opportunity for a limited number of events if the proper permits are granted. Again, you will need to consult with your county planning department to find out what codes are in place that address the allowable activities included in the laws (ORS 215.213 & ORS 215.283).

If you are a new or beginning farmer planning to add agritourism to your business model and do not have land yet, take the time to identify properties that have zoning that will allow for the agritourism activities you are thinking about.

Develop a working relationship with your county planning department

Developing a working relationship with your county’s land use and planning department may seem intimidating, but it is necessary. To start, learn how your county processes planning requests and what kinds of information you will need to prepare before you meet with them.

Meeting with the planning department may take a lot longer than you expect.

Some county planners prefer to talk by phone before meeting in person; others have a staffed planner on call each day. Depending on their workloads and schedules, meeting with the planning department may take a lot longer than you expect. Be patient with the county staff and plan ahead. Allow at least six months of lead time for this permitting process — anticipating quick approval is unrealistic and is bound to cause frustration for all parties involved. Also, remember that there are fees associated with permitting. Fees are different for each county and depend on many variables. A list of county planning departments is available through Oregon Association of Counties.

Since agritourism offers diverse opportunities and farmers are natural innovators, you may have an idea that hasn’t been permitted in your county yet. Be prepared to answer questions about how the activity promotes the agriculture production on your farm and how it may potentially impact neighboring farms and land uses. If possible, find and visit another farm in Oregon that is legally offering a similar activity and learn as much as you can about what does and doesn’t work well.

Learn about permits and licenses you may need

Building permits.

If your agritourism business includes the use of a building structure, you need to know that most existing buildings on farms were built for agriculture or residential use, not commercial use. If you intend to have the public inside a building, it may need to be built or remodeled to meet commercial-use building code requirements for safety and liability purposes or to limit the number of people inside the building at any given time. Contact your local Building Division to confirm the specific requirements. For example, under Oregon law, farm stands can only be used for the sale of farm crops or livestock. Farm stands may not be used to host indoor public events or offer overnight accommodations.

Other permits may include:

• Floodplain.
• Electrical.
• Mechanical.
• Road approach.

You will also need to develop a site plan to share with your county. Site plans often include:

• Existing landscaping.
• Access (commercial road approach).
• The size and location of your farm-stand structure.
• The size and location of parking area.
• Proposed Americans with Disabilities Act Title III , if required.
• The size and location of any signs.

Food safety

The Oregon Department of Agriculture’s Food Safety program will work with you to decide whether your agritourism activity requires a food license. There are license exemptions if you are selling only fruit, vegetables, eggs and honey produced on your farm. If you are selling products from other farmers, or meat or milk products, check with your local food inspector to determine license and labeling requirements. If you plan to sell food for immediate consumption, such as smoothies that incorporate your farm produce, or special events like a farm-to-table dinner, you will need proper permits from your county health department.

Selling or serving alcohol

If the activities you propose include selling or serving alcohol, you will need to contact the Oregon Liquor Control Commission (OLCC) to get permits.

Public safety

Inviting visitors from the public onto your farm increases your liability for their safety. We recommend that you consult with your insurance company to confirm that your policies are adequate to cover the agritourism activities you are considering.

You will need to consider whether or not your driveway approach is appropriate for increased vehicle traffic. Blind corners, narrow driveways, inability for vehicles to pass and sign placements are a few factors to take into account and work with your county to resolve, if possible.

The physical safety of your customers on your farm property is also critical. Oregon’s agritourism limited liability law helps reduce the liability risk for farm owners and operators if proper signs are visible at the farm’s entrance. These signs inform visitors that they are entering an agritourism farm and participating in farm activities at their own risk. You can make a sign using the requirements available online , or buy a ready-made sign.

Also be sure to look over your farm for potential hazards, such as nearness to farm equipment and animals. Uneven ground and hoses or ladders can be tripping or falling hazards. Consider creating friendly signs that help keep customers in areas that you consider less risky.

Add agritourism to your farm business plan

Every farm business should have a documented business plan. If you are planning to add agritourism, write a section specifically about these activities and how they directly relate to the promotion and/or sale of your farm products. For example, make sure to explicitly state that the reason you want a permit for a farm stand is to sell your produce direct to the customer. This way, no matter what agritourism activity you wish to implement, a direct tie to your farm products is documented. A business plan can also be helpful when requesting permits, as it shows your commitment to making agritourism a viable part of your overall farm business.

Make sure to explicitly state that the reason you want a permit for a farm stand is to sell your produce direct to the customer.

You may also want to consider if your agritourism activities can grow incrementally over time. For example, a blueberry farm’s first step into agritourism may start with inviting the public on the farm to pick their own fruit. Next, the farm may open a farm stand to sell picked fruit and value-added blueberry products. As their farm stand develops, they may have interest in hosting a harvest celebration event and guided tours to promote the sale of blueberries. In this scenario, the blueberry farmer will need to consult their county planning department to implement each phase.

Start planning and ask lots of questions

There are many details to consider as you start planning how or if agritourism fits into your overall farm business. We recommend you start the planning process early and learn as much as you can about what specifically is allowable on your land based on its zoning. Don’t hesitate to ask questions of your county; OSU Extension’s Agricultural Tourism team (Melissa Fery, Pami Monnette, and Audrey Comerford); your insurance agent; other farmers; and potential marketing partners like Travel Oregon and local destination marketing organizations.

Was this page helpful?

Related content from osu extension.

OSU Extension Small Farms Program among nation’s best

The program works toward improving small-farm horticultural production and small-scale livestock, poultry and forage production.

Lauren Gwin | Apr 2024 | Impact story

New OSU study values annual economic impact of Willamette Valley agritourism at nearly $1 billion

Agritourism can take the form of farm-direct sales, education, entertainment, outdoor recreation and hospitality.

Chris Branam | Mar 21, 2024 | News story

OSU Extension helps Warm Springs tribal members loop back to food preservation

In 2022, 14 Warm Springs community members, primarily elders, went on the Warm Springs Fruit Loop tour. The canning classes held afterward helped participants refresh their skills and get caught up on any changes to methods.

Tracy Wilson | May 2023 | Impact story

How to sell produce: by count, volume or weight?

One of a farm's first decisions when setting up to sell produce directly to consumers is how to measure and sell the produce. There are three choices: by count, volume or weight. Here's what to consider.

Mary Stewart | Aug 2019 | Article Peer reviewed (Gray level)

Adding agritourism: How to cultivate neighbor and farmer relations to avoid conflict

Agritourism promotes public support for agriculture. But it can also bring traffic and crowds to rural areas. That's why agritourism operators need to cultivate good neighbor relations to avoid conflicts.

Melissa Fery, Audrey Comerford | Feb 2020 | Article Peer reviewed (Gray level)

Extension support of farm loops helps connect people to local food systems

The OSu Extension Agritourism program supports farms that allow the public onto their land and has delivered successful initiatives in recent years that help farmers find another financial stream to keep them on the right side of the profit margin.

Audrey Comerford | Mar 2023 | Impact story

An Initial Economic Impact Estimate of Agritourism in Oregon's Willamette Valley

This study quantifies the economic effects of agritourism on Willamette Valley farms and communities. In surveys, farmers reported earning about 50% of their revenue from agritourism.

Bruce Sorte, Melissa Fery, Audrey Comerford | Feb 2024 | Extension Catalog publication Peer reviewed (Orange level)

Executive Summary: An Initial Economic Impact Estimate of Agritourism in Oregon’s Willamette Valley

In agritourism, producers combine farming with some aspects of tourism. Get the key takeaways from a new report on agritourism in the Willamette Valley.

Oregon Small Farms Newsletter

From their website: Oregon Small Farm News is a free online newsletter that concentrates on both commercial small farm entrepreneurs as well as non-commercial small acreage landowners. Our focus embraces organic/biological and ...

Questions planners may anticipate regarding the agritourism industry’s farm-direct sales and other farm-based activities

As agritourism grows in popularity, economic planners can expect to see more inquiries from farmers about how to add agritourism to their business mix. Here's a snapshot of U.S. agritourism activities to aid planners.

Mary Stewart, Lisa Chase | Mar 2019 | Article Peer reviewed (Gray level)

Increasing Farm Viability Through Agritourism and On-Farm Direct Sales: An Oregon Producer Survey

Agritourism is a way for farms to increase their business success. This survey explores how small farms are expanding beyond basic production, adding value and claiming more consumer support.

Mary Stewart, Audrey Comerford, Bruce Sorte, Sam Angima, Lisa Chase, Weiwei Wang, Rebecca Bartlett, David Conner, Chadley Hollas, Christopher Brittain, Lindsay Quella | Jul 2021 | Extension Catalog publication Peer reviewed (Orange level)

On-farm Agritourism Activities in Marion County, Oregon from 2017 to 2018

This study describes the scope of on-farm or core agritourism activities offered to visitors on 75 agritourism operations in Marion County during a study period spanning 2017 and 2018. It shows the types and numbers of activities offered, the seasons of agritourism, and reveals the average and median acreage and land use districts typical of agritourism operations. This initial information provides a benchmark for future measurement of the industry segment in Marion County.

Mary Stewart, Weiwei Wang | Sep 2019 | Publication Peer reviewed (Gray level)

Agritourism in the Mid-Willamette Valley

Agritourism connects consumers and tourists with agricultural products and places. It’s a way for producers on farms and ranches to diversify their business.

Mary Stewart, Michael Calcagno | Jul 2019 | Video

Seasonality Chart: What's in Season in the Region

From fruits to flowers and meat to fiber, this chart will help determine what agriculture products are in season and available directly from farms in the Willamette Valley region.

Mary Stewart, Colton Harms | Aug 2019 | Fact Sheet Peer reviewed (Gray level)

Shop at the Dock Garibaldi: An Interview with Julia Wentzel from Food Roots

Meet Julia Wentzel of Food Roots and learn more about their Farm Table store and how you can access flash frozen, locally caught seafood in Tillamook County during the Covid-19 pandemic.

Amanda Gladics | May 2020 | Video

Shop at the Dock Garibaldi: An Interview with commercial fisherman Brian Trotter, Part 1

Learn from Brian Trotter, a commercial fisherman from Garibaldi, about his fishing business and how he's keeping seafood on our plates while reducing his risks during the Covid-19 pandemic.

Amanda Gladics | Apr 2020 | Video

Shop at the Dock Garibaldi: An Interview with Jeremy Zeller from FishPeople's Market

Learn more about the FishPeople's Market, one of the usual tour stops on the Shop at the Dock program in Garibaldi. We talk with Jeremy Zeller, the landings supervisor, to learn more about what how he's keeping his employees...

Shop at the Dock Garibaldi: Accessing Seafood during COVID-19

Learn more about the Shop at the Dock program in Garibaldi, and what you need to know about eating seafood during the novel coronavirus (COVID-19) pandemic.

Have a question? Ask Extension!

Ask Extension is a way for you to get answers from the Oregon State University Extension Service. We have experts in family and health, community development, food and agriculture, coastal issues, forestry, programs for young people, and gardening.

Agro Tourism Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business Plans » Tourism & Hospitality

Do you want to start an agro tourism company and need to write a plan? If YES, here is a sample agro tourism business plan template & feasibility report.

An agro tourism agency is a good business to start in the United States because, aside from Israel, the United States can boast of having some of the best inventions when it comes to the agricultural industry. As a matter of fact, the united states is among the top destinations for foreigners looking for countries to understudy new breakthroughs in agriculture.

Agro tourism receives massive support from the government because it gives farmers and other stakeholders in the industry opportunity to generate additional income and an avenue for direct marketing of their produce to consumers. Aside from that, agro tourism provides educational opportunities to the public, helps to preserve agricultural lands, and allows states to develop business enterprises.

If you are sure this type of business is what you truly want to do after you must have conducted your feasibility studies and market research.

The next step to follow is to write a good business plan; a detailed blueprint of how you intend raising your seed capital, setting up the business, managing the flow of the business, sorting out tax and marketing your services. Below is a sample agro tourism business plan template that will help you write yours with little effort.

A Sample Agro Tourism Business Plan Template

1. industry overview.

The travel and tourism industry of which agro tourism belongs to is a big and profitable industry in the United States of America and in most developed countries with known breakthroughs in the agriculture industry. Agritourism or agro tourism involves any agriculturally based operation or activity that brings visitors to a farm or ranch especially for the purpose of understudying.

Agro tourism is a booming line of business in the United States. Agro tourists can choose from a wide range of activities that include picking fruits and vegetables, riding horses, tasting honey, learning about wine and cheesemaking, or shopping in farm gift shops and farm stands for local and regional produce or hand-crafted gifts.

According to the USDA Cooperative State, Education and Extension Service, “Tourism is becoming increasingly important to the U.S. economy. A conservative estimate from the Federal Reserve Board in Kansas, based on 2000 data, shows that basic travel and tourism industries accounted for 3.6 percent of all U.S. employment.

Even more telling, data from the travel industry Association of America indicate that 1 out of every 18 people in the U.S. has a job directly resulting from travel expenditures”.

According to the Small Farm Center at the University of California, “Agricultural tourism or agritourism, is one alternative for improving the incomes and potential economic viability of small farms and rural communities. Some forms of agritourism enterprises are well developed in California, including fairs and festivals.

Other possibilities still offer potential for development”. The UC Small Farm Center has developed a California Agritourism Database that “provides visitors and potential entrepreneurs with information about existing agritourism locations throughout the state.

The Tourism industry that agro tourism business is a subset of is a thriving sector of the economy of the United States and the industry generates over $970 billion annually from more than 443,165 tourism companies (strictly agro tourism agencies inclusive) scattered all around the United States of America.

The industry is responsible for the employment of over 5,546,023 people. Experts project the industry to grow at 1.0 percent annual rate. The market for the tourism industry is open to all stakeholders because no tourism agency has the lion market shares in the industry

A recent report published by IBISWorld shows that in the last five years, the Tourism industry has experienced relatively steady growth.

However, despite increasing consumer sentiment, declining unemployment and an increase in the number of trips domestic and international travelers were taking in the United States, revenue growth was sluggish early during the period amid heightened competition and unstable commodity markets.

Nevertheless, consumer spending continued to increase over the past five years, due to rising disposable income and positive consumer sentiment, benefiting industry operators.

Some of the factors that encourage entrepreneurs to start their own agro tourism business could be that the business is easy to set up and the startup capital is indeed affordable; you can actually start your own agro tourism business from a small farm.

But you must ensure that you have things in place or activities that will compel people (tourists) to travel from far and wide to pay to tour your farm.

2. Executive Summary

Frank Tyson® Commercial Farm Settlement, Inc. is a registered commercial farm with strong bias in generating additional income from agro tourism. The farm will be located in a farming community in Steamboat Springs – Colorado.

Frank Tyson® Commercial Farm Settlement, Inc. is a 500 – acre family – owned and operated farm that hosts over 40 attractions and activities for visitors between May and their Harvest Festival in October. Our visitors (tourists) have the opportunity to feed their baby animal addiction by visiting during the Baby Animal Days, or they can can participate in our many festivals, such as the Sunflower Festival.

From activities such as apple cannons and pig races, there are many different opportunities to entertain the entire family all the while learning about farm life. We will also offer agro tourists the chance to work on cattle ranches, and sometimes participate in cattle drives.

We are aware that while revenue and education are often primary drivers for farmers to diversify and invite guests onto their property, we will ensure that safety is always a top priority to us.

Frank Tyson® Commercial Farm Settlement, Inc. is a client-focused and result driven agro tourism business that provides excellent treatment and broad-based experience at an affordable fee that won’t in any way put a hole in the pocket of our clients.

At Frank Tyson® Commercial Farm Settlement, Inc., our client’s best interest would always come first, and everything we do is guided by our values and professional ethics. Which is why our visitors are greeted with a beautiful building that houses a café and souvenir shop.

We also have in the visitor center area an agriculture-themed escape room and interactive stations for people of all ages to learn about the agriculture industry and our farm, from what farmers do. We will ensure that we hire professionals who are well experienced in the industry.

Frank Tyson® Commercial Farm Settlement, Inc. will at all times demonstrate her commitment to sustainability, both individually and as a firm, by actively participating in our communities and integrating sustainable business practices wherever possible.

We will ensure that we hold ourselves accountable to the highest standards by meeting our client’s needs precisely and completely.

Frank Tyson® Commercial Farm Settlement, Inc. is founded by Frank Tyson and his immediate family members. He has over 15 years’ experience working at various capacity within the agriculture industry and of course the travel and tour industry in the United States of America.

3. Our Products and Services

Frank Tyson® Commercial Farm Settlement, Inc. is going to offer varieties of services within the scope of the agro tourism line of business in the United States of America. Our intention of starting our agro tourism business is to make profits from the industry and we will do all that is permitted by the law in the United States to achieve our business goals. Our business offerings are listed below;

• Giving visitors (tourists) first hand experience of farm life
• (Accommodation services) – Renting out our agriculture-themed escape room and interactive stations
• Food services and drinking place services
• Donkey, Cart and Horse rental
• Travel agent and tour arrangement services
• Sell our farm produce to visitors (farm market)

4. Our Mission and Vision Statement

• Our vision is to build an agro tourism brand that will become the number one choice for clients who are seeking to visit Steamboat Springs – Colorado or any commercial farms in the United States for the purpose of agro tourism.
• Our mission is to provide the most ideal environment, ambiance and activities that will encourage people to visit our farms.
• We will position the business to become the leading brand in agro tourism in the whole of Steamboat Springs – Colorado, and also to be amongst the top 20 agro tourism destinations in the United States of America within the first 10 years of operation.

Our Business Structure

Frank Tyson® Commercial Farm Settlement, Inc. will build a solid business structure that can support the growth of our business.

We will ensure that we hire competent hands to help us build the business of our dream. The fact that we want to become one of the leading commercial farms that is also engaged in agro tourism in the United States makes it highly necessary to build a well – structured business from the onset.

We will make sure that we hire people that are qualified, honest, customer centric and are ready to work to help us build a prosperous business that will benefit all the stakeholders.

As a matter of fact, profit-sharing arrangement will be made available to all our member of staff and it will be based on their performance for a period of ten years or more. In view of that, we have decided to hire qualified and competent hands to occupy the following positions;

• Chief Operating Officer

General Farm Manager

Administrator/Accountant

• Cattle Ranch Manager/Supervisor
• Agro Travels and Tours Consultant
• Sales and Marketing Executive
• Field Employees
• Front Desk Officer

5. Job Roles and Responsibilities

Chief Operating Officer:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results
• Responsible for providing direction for the business
• Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization
• Responsible for the planning, management and coordinating all farm activities across the various sections on behalf of the organization
• Supervise other section managers
• Ensure compliance during project executions
• Providing advice on the management of farming activities across all sections
• Responsible for carrying out risk assessment
• Using IT systems and software to keep track of people and progress of the growth of crops, fishes, birds and animals
• Responsible for overseeing the accounting, costing and sale of farm produce after harvest
• Represent the organization’s interest at various stakeholders meetings
• Ensures that farming goals desired result are achieved, the most efficient resources (manpower, equipment, tools and chemicals et al) are utilized and different interests involved are satisfied. Responsible for preparing financial reports, budgets, and financial statements for the organization
• Defining job positions for recruitment and managing interviewing process
• Carrying out staff induction for new team members
• Responsible for training, evaluation and assessment of employees
• Oversee the smooth running of the daily farming activities across the various farming sections.

Agro Travel and Tour Consultant

• Responsible for booking flight tickets, securing transit visas, booking for shuttle buses/taxi cabs, car rentals, hotel bookings amongst many other agro tour services
• Liaise with clients (potential agro tourists) to identify their needs and to ensure customer satisfaction
• Conduct market research, gather information and negotiate contracts prior to closing any deals
• Provide feedback and periodic reports to stakeholders
• Propose ideas to improve provided services and agro tourism quality
• Ensure compliance with insurance, legal, health and safety obligations
• Cooperate with marketing and PR to promote and publicize agro related events
• Conduct pre- and post – agro events evaluations and report on outcomes
• Research market, identify agro tour opportunities and generate interest
• Responsible for overseeing the smooth running of HR and administrative tasks for the organization
• Responsible for preparing financial reports, budgets, and financial statements for the organization
• Responsible for financial forecasting and risks analysis.
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensuring compliance with taxation legislation
• Handles all financial transactions for the company
• Serves as internal auditor for the company

Cattle Ranch and Animal Manager/Supervisor

• Responsible for managing boarding services, breeding services, dairy support services, livestock health services, farrier services, and shearing services et al.
• Work closely with the General Manager to achieve the organizations’ goals and objectives

Sales and Marketing Officer

• Identify, prioritize, and reach out to new partners, and business opportunities et al
• Identifies development opportunities; follows up on development leads and contacts
• Writing winning proposal documents, negotiate fees and rates in line with company policy
• Responsible for handling business research, marker surveys and feasibility studies for clients
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Document all customer contact and information
• Represent the company in strategic meetings
• Help increase sales and growth for the company especially as it relates to attracting agro tourists from within and outside of the United States of America.

Field Workers

• Serve as tour guides within the farm settlement
• Responsible for feeding cattle and other livestock as instructed by the supervisor
• Responsible for cleaning the cattle ranch
• Change the water in the water trough / trench as instructed by the supervisor on a regular basis
• Handles farm implements and machines
• Carries out task in line with the stated job description
• Handles any other duties as assigned by the farm manager

Client Service Executive/Front Desk Officer

• Welcomes visitors (agro tourists) by greeting them in person or on the telephone; answering or directing inquiries.
• Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
• Through interaction with clients on the phone, uses every opportunity to build client’s interest in the company’s products and services
• Consistently stays abreast of any new information on the company’s products, promotional campaigns etc. to ensure accurate and helpful information is supplied to clients
• Receives parcels/documents for the company
• Distribute mails in the organization
• Handles any other duties as assigned by the manager

6. SWOT Analysis

Frank Tyson® Commercial Farm Settlement, Inc. engaged the services of a core professional in the area of business consulting and structuring to assist the firm in building a well – structured agro tourism business that can favorably compete in the industry.

Part of what the team of business consultant did was to work with the management of our organization in conducting a SWOT analysis for Frank Tyson® Commercial Farm Settlement, Inc. Here is a summary from the result of the SWOT analysis that was conducted on behalf of Frank Tyson® Commercial Farm Settlement, Inc.;

The fact that we have a standard commercial farm, with vast land and facilities that will meet the needs of visitors (agro tourists) from within and outside the United States and also good working relation with travel and tour agencies gives us edge over our competitors.

We have a team that can go all the way to give our visitors value for their money; a team that are trained and equipped to pay attention to details when executing their jobs. We are well positioned and we know we will attract loads of visitors (agro tourists) from the first day we open our facility to visitors.

As a new agro tourism business, it might take some time for our organization to break into the market and gain acceptance especially from corporate clients who are looking for highly mechanized farms to visit; that is perhaps our major weakness.

• Opportunities:

This industry relies on the number of domestic day trips and overnight stays. The more consumers travel domestically, the more likely they are to spend on tourism-related activities. Domestic trips by US residents are expected to increase in the coming year, presenting a potential opportunity for the industry.

Outbound US resident travel results in a loss of potential revenue to the local industry due to purchases made overseas. However, some industry segments such as international airlines and travel agents, may still receive income from bookings. International trips by US residents are expected to increase in the coming year, posing a potential threat to the industry.

7. MARKET ANALYSIS

• Market Trends

In recent time, agro tourism has become a necessary means for many small farms’ survival. By diversifying business operations, farm operators are able to ensure a more stable income. This is because agritourism activities can occur during times of the year that crops may not be in season, and they provide a completely separate stream of income.

Some studies have found that agritourism operations often benefit their surrounding communities by drawing tourists to the area. The economic boost by the increase in traffic can be beneficial to rural areas in need of diversified streams of income.

The agro tourism line of business is in a continuous state of evolution and as such, ground breaking strategies and ideas that are once highly successful are no longer as productive as they were in time past.

Close observation of the trend in the industry reveals that the past few years has seen the rise and proliferation of social media and new tech tools. The trend also extends to increased attention paid to engagement and new market segments, adopting eco-friendly measures and sustainability when planning agro tours events.

As a matter of fact, social media has now become one of the most important tools agro tours agencies leverage on to disseminate information about their events, interact with clients, solicit feedback, and create year-round engagement with their target audience. Furthermore, new software apps and emerging technology have made it easier for agro tours agencies to gather all the needed data and information that will help them plan and project for the future.

Lastly, people have become more interested in how their food is produced. They want to meet farmers and processors and talk with them about what goes into food production.

For many people who visit farms, especially children, the visit marks the first time they see the source of their food, be it a dairy cow, an ear of corn growing in a field, or an apple they can pick right off a tree. Farmers and ranchers use this interest to develop traffic at their farm or ranch.  

8. Our Target Market

The market for agro tourism is usually divided into two groups; those who are looking to understudy a farm and the processes that are involved in the farm especially as it relates to farming techniques and of course those who are just looking for a farm settlement to tour and engage in fun-filled activities.

These groups of people cut across different divides in the community. In essence we will ensure we position our business to attract the following visitors (agro tourists);

• International tourists
• Family and household
• Newly wedded couples
• Research institutions

Our Competitive Advantage

The level of competition in the agro tourism line of business depends largely on the location of the business and of course the capacity of your farm especially as it relates to the activities and facilities you have on ground. If you can successfully create a unique brand identity for your agro tourism business or carve out a unique market, you are likely going to experience less competition.

For instance, if you are one of the few agro tourism farms in your location that owns a farm – themed guest house, you are sure going to be making monopolize the market. Frank Tyson® Commercial Farm Settlement, Inc. might be a new entrant into the industry in the United States of America, but the management staffs and owners of the business are considered gurus.

They are people who are core professionals and licensed and highly qualified agro travels and tours experts in the United States. Our farm, varieties of activities, our facilities are what agro tourists will pay to visit. These are part of what will count as a competitive advantage for us.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category in the industry meaning that they will be more than willing to build the business with us and help deliver our set goals and objectives.

9. SALES AND MARKETING STRATEGY

• Sources of Income

Frank Tyson® Commercial Farm Settlement, Inc. is established with the aim of maximizing profits in the business and we are going to ensure that we do all it takes to attract clients on a regular basis. Frank Tyson® Commercial Farm Settlement, Inc. will generate income by offering the following agro related services;

• Food and drinking service
• Travel and tour arrangement services

10. Sales Forecast

One thing is certain, there would always be individuals, families and corporate organizations who would travel on a daily basis within the United States and to other parts of the world basically for agro tourism.

We are well positioned to take on the available market in the U.S. and we are quite optimistic that we will meet our set target of generating enough income/profits from the first six months of operation and grow the business and our clientele base beyond.

We have been able to examine the agro travel and tour market, we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. Below are the sales projection for Frank Tyson® Commercial Farm Settlement, Inc., it is based on the location of our business and the wide range of agro services that we will be offering;

• First Fiscal Year (FY1): $350,000
• Second Fiscal Year (FY2): $550,000
• Third Fiscal Year (FY3): $750,000

N.B : This projection was done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and natural disasters within the period stated above. There won’t be any major competitor offering same agro tourism activities as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

• Marketing Strategy and Sales Strategy

We are mindful of the fact that there are stiff competitions amongst commercial farms that are also engaged in agro tourism in the United States of America, hence we have been able to hire some of the best business developers to handle our sales and marketing.

Our sales and marketing team will be recruited base on their vast experience in the industry and they will be trained on a regular basis so as to be well equipped to meet their targets and the overall goal of the organization.

We will also ensure that our excellent job deliveries speak for us in the marketplace; we want to build a standard agro tourism business that will leverage on word of mouth advertisement from satisfied clients. Frank Tyson® Commercial Farm Settlement, Inc. is set to make use of the following marketing and sales strategies to attract clients;

• Introduce our business by sending introductory letters alongside our brochure to corporate organizations, schools, travel and tour agencies, households and key stake holders in all around the globe.
• Advertise our business in relevant agro and travels and tours magazines, newspapers, TV stations, and radio station.
• List our business on yellow pages ads (local directories)
• Attend relevant international and local agro travel and tours expos, seminars, and business fairs et al
• Create different packages for different category of visitors (tourists) in order to work with their budgets and still deliver quality experience and services to them when they tour our farms
• Leverage on the internet to promote our business
• Engage direct marketing approach
• Encourage word of mouth marketing from loyal and satisfied clients

11. Publicity and Advertising Strategy

We have been able to work with our brand and publicity consultants to help us map out publicity and advertising strategies that will help us walk our way into the heart of our target market. We are set to take the industry by storm which is why we have made provisions for effective publicity and advertisement of our agro tourism business.

Below are the platforms we intend to leverage on to promote and advertise Frank Tyson® Commercial Farm Settlement, Inc.;

• Place adverts on both print (international agro and travels – based newspapers and magazines) and electronic media platforms
• Sponsor relevant community based events/programs
• Leverage on the internet and social media platforms like; Instagram, Facebook, twitter, YouTube, Google + et al to promote our brand
• Install our Billboards in strategic locations all around Steamboat Springs – Colorado.
• Distribute our fliers and handbills in target areas
• Ensure that all our workers wear our branded shirts and all our vehicles are well branded with our company’s logo et al.

12. Our Pricing Strategy

At Frank Tyson® Commercial Farm Settlement, Inc. we will keep our fees below the average market rate by keeping our overhead low and by collecting payment in advance.  In addition, we will also offer special discounted rates to some clients, nonprofits, cooperatives, and small social enterprises seeking to visit our farm settlement.  

• Payment Options

The payment policy adopted by Frank Tyson® Commercial Farm Settlement, Inc. is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America.

Here are the payment options that Frank Tyson® Commercial Farm Settlement, Inc. will make available to her clients;

• Payment via bank transfer
• Payment with cash
• Payment via credit cards
• Payment via online bank transfer
• Payment via check
• Payment via mobile money transfer

In view of the above, we have chosen banking platforms that will enable our client make payment for all our services and accommodation without any stress on their part. Our bank account numbers will be made available on our website and promotional materials.

13. Startup Expenditure (Budget)

Below are some of the basic areas we will spend our startup capital in setting up our commercial farms and agro tourism business;

• The total fee for incorporating the business in United States of America – $750.
• The budget for key insurance policies, permits and business license – $2,500
• The amount needed to acquire/lease a farm land – $150,000
• The amount needed for the construction and furnishing of farm settlement lodges / accommodation – $200,000
• The amount required for preparing the farm land (for construction of cattle ranch and cages / fencing et al et al) – $100,000
• The cost for acquiring the required working tools and equipment / machines / fencing et al – $50,000
• The amount required for purchase of the first set of cattle (cows, oxen, bulls, bullocks, steers, heifers and calf et al) – $150,000
• The cost of launching an official Website – $600
• The amount required for payment of workers for a period of 3 months – $100,000
• Additional Expenditure (Business cards, Signage, Adverts and Promotions et al) – $2,000

Going by the report from detailed research and feasibility studies conducted, we will need an average of $750,000 to start a standard agro tourism business in the United States of America.

Generating Funds/Startup Capital for Frank Tyson® Commercial Farm Settlement, Inc.

Frank Tyson® Commercial Farm Settlement, Inc. is a private registered business that is owned and financed by Mr. Frank Tyson and his immediate family members. They do not intend to welcome any external business partner which is why he has decided to restrict the sourcing of the startup capital to 3 major sources.

• Generate part of the startup capital from personal savings
• Source for soft loans from family members and friends
• Apply for loan from my Bank

N.B: We have been able to generate about $250,000 (Personal savings $150,000 and soft loan from family members $100,000) and we are at the final stages of obtaining a loan facility of $500,000 from our bank. All the papers and documents have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

The future of a business lies in the number of loyal customers that they have, the capacity and competence of their employees, their investment strategy and the business structure. If all of these factors are missing from a business, then it won’t be too long before the business closes shop.

One of our major goals of starting Frank Tyson® Commercial Farm Settlement, Inc. is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to offer our agro tourism services a little bit cheaper than what is obtainable in the market and we are prepared to survive on lower profit margin for a while.

Frank Tyson® Commercial Farm Settlement, Inc. will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and retraining of our workforce is at the top burner.

We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List/Milestone

• Business Name Availability Check:>Completed
• Business Incorporation: Completed
• Opening of Corporate Bank Accounts: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: In Progress
• Application for business license and permit: Completed
• Purchase of Insurance for the Business: Completed
• Conducting Feasibility Studies: Completed
• Generating part of the startup capital from the founder: Completed
• Applications for Loan from our Bankers : In Progress
• Writing of Business Plan: Completed
• Purchasing of farm land and construction of farm settlement accommodation: In Progress
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents: In Progress
• Design of The Company’s Logo: Completed
• Printing of Packaging and Promotional Materials: Completed
• Recruitment of employees: In Progress
• Building /construction of cages and fence et al: In Progress
• Purchase of the needed working tools, machines and equipment: Completed
• Creating Official Website for the Company: In Progress
• Creating Awareness for the business (Business PR): In Progress
• Farm land Treatment, Health and Safety Arrangement: In Progress
• Establishing business relationship with travels and tours agencies, institutions, vendors and key players in the industry: In Progress

Related Posts:

• Hotel Business Plan [Sample Template]
• Boutique Hotel Business Plan [Sample Template]
• AirBnB Rental Business Plan [Sample Template]
• Summer Camp Business Plan [Sample Template]
• Jazz Club Business Plan [Sample Template]

How to start an agritourism venture

There is something about seeing a child’s face beam while feeding a farm animal for the first time, or the sight of a family picking fruit from an orchard as a team. That connection to the outdoors and agriculture, instead of a video game or cell phone, is scarce these days, but it comes alive if the proper platforms are available.

Agritourism venues are an ideal method to connect consumers who are generations removed from the farm. Starting one of these business ventures may sound like a daunting task. Fortunately for states like Oklahoma, an entire state program is devoted to helping agritourism owners develop and operate their businesses—free of charge.

Whitney Wilkinson, agritourism coordinator at the Oklahoma Department of Agriculture, Food and Forestry, said agritourism in Oklahoma started in 2008, when the Oklahoma Agritourism Program was created. It has grown quickly, with more than 400 farms, ranches and venues in the program today. Oklahoma agritourism is divided into 18 categories, which include everything from farmer’s markets to petting zoos to country stays to vineyards and wineries.

“I think in the ag world, we are so passionate about what we do and this is a really cool opportunity to share that with people who are maybe not dialed-in to agriculture every single day,” Wilkinson said. “Most people are removed from the family farm, so they may not get that same experience that we do. Agritourism connects the dots between the consumer and the producer.”

Wilkinson said agritourism also promotes general tourism in rural areas.

“It gets people visiting small towns and rural communities that they might not otherwise go,” Wilkinson said. “While they’re in that town, they might stop and eat at the town café, browse the local boutique and maybe shop at the farmer’s market. If we can draw somebody to an area, they’re able to do all the different things in a community.”

Red Bird Farm

One agritourism business in Oklahoma that has flourished since it opened is Red Bird Farm, located near Enid, Oklahoma. Kent and Becky Evatt purchased land with the hopes of using it for some sort of agritourism venue and, in 2014, decided to plant Christmas trees. Kent grew up on farm, and although he became an engineer, he had always wanted to be involved in agriculture.

“The way farming is going, it’s just become a high-volume, low-margin business,” Kent said. “So, in order to compete on a regular commodity market, you’ve really got to have a whole lot of acres, and I just didn’t have enough. So, I started to look for some niche farming businesses that we could do.”

Becky did not grow up on a farm, but she has always loved the outdoors and has a passion for getting people outside to appreciate nature. Red Bird Farm opened in 2019, and with the success of the u-pick Christmas trees, they added u-pick blackberries, a pumpkin patch, corn maze, fall market, spring market, u-pick flowers and a petting zoo. Becky said there are plans to add a u-pick strawberry season next year and farm-to-table dinners as well.

They even have a gift store that is located in a barn built specifically for the venue. The Evatts market other locally-grown products, such as Porter Peaches, grown in Porter, Oklahoma, and flour from Chisholm Trail Milling in Enid at their store.

Becky previously worked in the health care industry, but she is now a stay-at-home mom to their four children. Kent no longer works as an engineer and is instead working full-time alongside Becky at Red Bird Farm.

“We tried to keep our other jobs and do this, but it just became overwhelming,” Kent said. “So, we are doing this full time, hoping to put enough things together to make it make it run smoothly.”                                                                

The Evatts continue to add new experiences to their business to keep the momentum going for the venue year-round. Becky said she has held numerous workshops, classes and events at Red Bird Farm. These include everything from cake decorating classes to chicken butchering courses to flower arrangement workshops. Although the Evatts enjoy the work at Red Bird Farm, Becky was quick to point out it has not been an easy journey.

“I don’t want to paint it like a fairy tale,” Becky said. “We’re reading a lot of books on how to scale and grow your business. But it’s totally doable. You just need to know your boundaries before you jump in. This grew a lot faster than we had anticipated, so make sure you surround yourself with good help.”

What makes a good agritourism business?

The first question anyone considering opening an agritourism venture should ask is if the business idea can be successful. Wilkinson said it is best to choose a unique category that is not already saturated in an area. For instance, if the nearest Christmas tree farm is two hours away, that might be a good niche to fill. Additionally, producers must be willing to share information about agriculture and be comfortable with strangers on their property.

“Sometimes there’s some fear when it comes to production ag, and I think if someone visits an agritourism farm, maybe they get the chance to see that a producer cares about what they’re doing,” Wilkinson said. “That opens a whole new door for people to ask more questions. It’s better for them to visit with an actual producer, rather than reading something online that may or may not be true.”

Both Wilkinson and the Evatts said it is crucial to design an agritourism experience that is interactive and provides ample activities for visitors to participate for one to two hours.

“I think people would probably be surprised about what they can invite the public to do,” Kent said. “Feeding cows may not be any big deal to you because you see them every day, but people will come out and participate in that because they just don’t get to do that every day.”

Sign up for HPJ Insights

Our weekly newsletter delivers the latest news straight to your inbox including breaking news, our exclusive columns and much more.

The Evatts often look for teachable moments when patrons visit their farm. For example, they explain to the u-pick customers why they should pick the darkest, most ripe blackberries, rather than the red berries, which are under-ripe and tart. Becky said she also loves to educate children who come to the farm for field trips.

“I always talk about seeds and how we till the ground, and we put the seed in the soil,” Becky said. “And when they take home a pumpkin, I tell them there are 1,000 more seeds inside. The kids are wowed. So, it is an important way to reengage our culture and to become more agrarian.”

The Evatts have learned many lessons along the way in their entrepreneurship journey. Becky said it is crucial to find a trustworthy team and hire the right employees to make a business blossom.

“I think my biggest burn has been trying to take on too much,” Becky said. “I’m just now learning the value of having people come on board to help us grow this business in a way that matches our mission statement. It is so important to create good systems and framework to build this around.”

Becky believes beauty is also an important aspect of a good agritourism business. Putting nature’s majesty on display helps visitors appreciate it even more and makes for spectacular photos that serve as advertisements on social media. However, it can be difficult to keep farms clean, especially when animals are present.

“We’re very particular about making sure there’s no poop on the ground in animal areas,” Kent said. “People who come out in their flip-flops and are not used to seeing it care about it. You’ve got to keep it a little bit cleaner than an average farm.”

How to get started

Wilkinson said the first steps in developing an agritourism business are to contact the agritourism program in your state and develop a business plan. Wilkinson said entrepreneurs that need help developing a business plan can contact a local Extension or ag business coordinator for assistance.

After an entrepreneur has a business idea, Wilkinson said it is helpful to visit existing businesses that are similar, speak with the owners and learn more about the category. If the Oklahoma Agritourism Program is contacted, a coordinator will be sent to the property and help generate ideas to make the business a reality.

“We walk through the entire agritourism business with the producer and talk through what they’re wanting to do, what their goals are and help narrow down the achievable things for them,” Wilkinson said. “We consider the farm through the eyes of a consumer and make sure it has a parking lot, signage and good business logistics.”

Kent suggested inviting a mother who is not involved in agriculture to visit the operation and point out any safety concerns for children.

“You’ve got to realize that the people who come to your farm are not farmers,” Kent said. “Whatever you assume people will know, they won’t. Things that you feel are common sense or that should not be safety issues, could be.”

Wilkinson said Oklahoma Agritourism can be contacted at any time during the planning process. Sometimes she visits open fields with little to no plans made, and other times she walks through venues that are ready to open the next day.

“I think Oklahoma is pretty unique and fortunate to have them,” Kent said. They’re a dedicated agritourism program, and they’ve been extremely helpful.”

Wilkinson said Oklahoma’s program is distinct because it is the only state that has three dedicated coordinators. Additionally, many of the services Oklahoma provides free of charge come at a cost to agritourism businesses in other states. The Oklahoma Agritourism Program provides free marketing and materials to businesses and even promotes them through TravelOK, the Oklahoma Agritourism website, and on social media.

Brochures are designed for each venue and can be found at every travel station in the state. Additionally, Oklahoma Agritourism provides marketing through magazines and coverage on Discover Oklahoma TV. They even help businesses obtain grants and other resources.

To contact the Oklahoma Agritourism program, visit www.oklahomaagritourism.com or call 405-522-5560. To learn more about Red Bird Farm, visit www.redbirdfarmenid.com. Lacey Vilhauer can be reached at 620-227-1871 or [email protected] .

Related Articles

Feral hog toxicant approved in Texas and Oklahoma

Terry Bradshaw sells Oklahoma ranch

Broadband expanding to 57 Oklahoma counties

Emergency office providing free wound care spray for cattle recovering from wildfires

Owners of Ballantyne's 'pick your own' strawberry farm sell up after decades in agritourism

Every winter morning for the past 30 years, Margaret and Alan Ballantyne have risen in the early hours, pulled on their boots and ventured into the cool air to tend their strawberry fields.

Their farm at Cameron's Pocket in North Queensland, purchased in 1984, has been their pride and joy throughout those years, along with the three children they raised on it.

Now they're walking away from a lifelong love of farming, but hope their agritourism legacy will continue.

A slow start

The couple's "pick your own" farm has become a well-worn stop for tourists travelling through the top end of the Sunshine State, but success didn't come overnight.

"[Early on] we tried a lot of crops, we had citrus, paw paws, oranges, mandarins," Mr Ballantyne said.

But they were at a dead-end on what to grow, until they attended a local market and noticed a strawberry seller that had gathered a huge crowd.

"We thought, 'Wow, now there's an opportunity, we should start growing a few strawberries'," Mr Ballantyne said.

In 1995, the couple officially switched to strawberries and began by supplying supermarkets and local businesses, but quickly found themselves frustrated by the lack of returns.

That's when they made the life-changing decision to completely pivot their business model.

"We thought, 'We're not getting the money that we deserve for the effort we're putting in', so we thought we'd try [selling on] the highway," Mr Ballantyne said.

The duo established a little roadside stall on the side of the Bruce Highway in the nearby tiny town of Calen, about an hour north of Mackay.

It encouraged travellers to make a stop at the town.

The little stall has even garnered an international reputation, according to their son, who had a chance encounter with a fan of the farm in the United States.

"Our son Jack was over in Las Vegas as part of a group of school kids, and they were in a queue lining up for some food when this American lady picked up their accent and figured out they were Australian," Mr Ballantyne said.

"She told them she'd just came back from a trip over there and they got talking."

Somehow the topic of strawberries came up, and the woman told the group about "the best strawberry she'd ever eaten, at this little highway road stall".

Mr Ballantyne said his son soon realised the location of the stall she was referring to and excitedly told her, "Oh, that'd be my mum and dad".

The couple's "pick your own" attraction opened 15 years ago and also draws visitors from across the country.

But despite the farm's widespread acclaim, Ms Ballantyne said the most rewarding part was seeing the return of familiar faces.

"Watching all the people that came out here when they were pregnant and they're still coming now their kids are teenagers," she said.

"We've grown up with them, we're like grandparents to those kids."

Deb McLucas founded the Greater Whitsunday Food Network, an alliance of local growers that ran from 2016 to 2021, with the aim of establishing the region as a culinary destination.

She said the Ballantynes were "early adopters" of agritourism and highlighted its potential in the Greater Whitsunday region.

"It's certainly demonstrated to farmers within the region that there was strong interest for people to get onto farms and have that authentic experience," she said.

"We certainly feel very glad that they were involved with our efforts to raise the profile of food, agribusiness and agritourism in the region."

The legacy lives on

The new owners of the farm, Tim Molloy and Rose Brady, hope to follow in the footsteps of its original owners.

"We plan to continue running it just as Al and Marg did," Mr Molloy said.

The couple, who traded their mining business in Mackay for a life on the land, said they had countless memories of visiting the farm with their own five children.

Mr Molloy said the kids "love the change" and have been "out there helping plant".

The Ballantynes have stayed on this year to mentor the operation's new owners.

But they now have have a home with a seaside view.

Mr Ballantyne said he and his wife were looking forward to "settling down", but would always be around to offer advice or a helping hand.

"We just want to see them go ahead in leaps and bounds and they have the potential to do that — they've just got to entice the people that come out here to keep coming."

ABC Rural RoundUp newsletter

• X (formerly Twitter)

Related Stories

Another of australia's pick-your-own strawberry agritourism attractions shuts as this couple bows out.

Family calls time on 'gangbusters' berry haven loved by top chef Matt Golinski

• Agribusiness
• Agricultural Marketing
• Horticulture
• Tourism and Leisure Industry
• Whitsundays