The New PAUSE Initiative from NAFDMA Supports Agritourism Operators
In recognition of May as Mental Health Awareness Month, we have launched a new web page to encourage community connection and support those needing mental health tools and resources.
You'll find a curated collection of online inspiration and resources for navigating the stress of owning and managing a farm, developing a work-life balance and encouraging everyday mindfulness. The resources featured here are accessible and available to all regardless of membership with NAFDMA as part of our PAUSE initiative.
Emphasizing your mental health and wellness, PAUSE stands for: Priority, Awareness, Unplug, Support and Exhale.
NAFDMA debuted its PAUSE initiative at the 2026 Agritourism Convention and Expo with the PAUSE Wellness Lounge - an intentional space to rest and recharge during the Convention.
NAFDMA is committed to continuing to explore ways to prioritize the awareness and focus on mental health and well-being in the agritourism industry. Have an idea, resource or story to share? Email us at info@nafdma.com and we'll be in touch!
RECENT ARTICLES
What makes a farm feel joyful?
May is Mental Health Awareness Month—a time to bring conversations about mental health out into the open. For those in agriculture, these conversations are more important than ever. Farming is more than a job—it’s a lifestyle, a legacy, and often a calling. But behind the early mornings, long days, and deep connection to the land, there’s a reality we don’t always talk about: farm stress is real, and it’s rising. The Reality: Mental Health in Agriculture Farmers and agricultural workers face unique pressures that can take a serious toll on mental health: Financial uncertainty and fluctuating markets Weather dependency and climate stress Long hours with little time off Physical isolation and limited access to care Generational expectations and legacy pressure And the data reflects this challenge: Farmers are 3.5 times more likely to die by suicide than the general population Suicide rates in rural America have risen sharply, increasing nearly twice as fast as urban areas Agriculture consistently ranks among the highest-risk occupations for suicide This isn’t just a statistic—it’s a reminder that many in our communities are carrying heavy, unseen burdens. Why It Matters for Agritourism & Farm Businesses Mental health doesn’t just affect individuals—it affects your entire operation. When stress goes unaddressed, it can impact: Decision-making and business growth Customer experience Family dynamics Employee well-being Just like your crops or livestock, your well-being needs care and attention to thrive. What Balance Can Look Like Here are a few realistic ways to support mental wellness on the farm: 1. Redefine “Balance” Balance doesn’t mean equal time—it means sustainable energy. Some seasons will demand more, and that’s okay. 2. Build Micro-Breaks Into Your Day Even 10 minutes to step away, hydrate, or reset can make a difference during peak seasons. 3. Stay Connected Isolation is one of the biggest risk factors in agriculture. Make intentional time to connect with anyone who brings you peace and joy. 4. Normalize the Conversation Talking about stress doesn’t make you weak—it makes you human. The more we talk, the more we reduce stigma. Resources for Farmers & Rural Communities If you or someone you know is struggling, help is available—and it’s designed specifically for agricultural communities: Farm State of Mind (American Farm Bureau Federation) Farm and Ranch Stress Assistance Network (FRSAN) National Suicide & Crisis Lifeline (Dial 988 in the U.S.) Local extension offices Rural health programs USA and Canada Many of these programs recognize that farmers face unique, industry-specific stressors and offer support tailored to that reality. A Final Thought Mental health is just as important as physical safety on the farm. This May, during Mental Health Awareness Month, consider this your reminder: Check in with yourself Check in with your neighbors And know that you’re not alone Because behind every successful farm is a person—and that person matters most.
We live in interesting times. Consumers have fewer dollars in their pockets and are more selective where they spend them. Plus, farms, like other businesses, are seeing the cost of doing business become more expensive. What happens now? As in the past, most businesses in challenging times will reduce their marketing and pull up the hatches to try and weather the storm. These businesses will often fail in economic climates such as now. Other businesses will develop new strategies with the aim of growing their business and will be ready when the crisis finishes. How you manage your agritourism business depends on where you see yourself in the evolution of your business. Many of us started with a market stall on the side of the road selling our produce. We were “produce” sellers. Some farms stayed like that, while other farms evolved to the next level and became retailers or agritourism operators. We learned about the importance of signage, customer flow and merchandising, and our average sale and customer count went up. Having proven the formula to be right, some of these farms evolved into experience retailers who provided a retail or agritourism experience for our consumers. Many businesses plateau at this stage. The leaders developed again and became “Onliness” operators in their marketplace. They became the place to visit. Examples in our industry include Tully’s Farm in the UK and Willowtree Farm Market in Ontario. In a challenging world, many agritourism operators will find it difficult because of the competition, while the “Onliness” operators will develop their market niche and often grow their business because they are the venue of choice in their catchment area. They are “Unique” in the consumer's mind and not seen as a “me too” operator. Consumers want to escape the urban environment and have time in the country. They want to venture to somewhere that is memorable and get the strategy right; they will help with your marketing. Now is the time to develop your business by identifying what makes you unique and developing a business and marketing plan to grow the business. The Agritourism Training Academy is a comprehensive online training program for Agritourism operators. The Academy is operated by John Stanley and his daughter, Lara. To learn more, visit www.agritourismtrainingacademy.com