School is officially back in session. Backpacks are broken in, pencils are already disappearing, classroom routines are starting to settle in, and teachers are finding their rhythm for the year. At the same time, farms across the country are getting ready for another familiar sight: school buses pulling through the gates for fall field trips. And don’t get me wrong—I LOVE a field trip to the pumpkin patch. There is something magical about watching a child step onto a farm, pick a pumpkin, meet an animal, taste something fresh, or suddenly realize that food does not magically appear on a grocery store shelf. But now that the school year is underway, this feels like the perfect time to ask a bigger question: What if agricultural education did not begin when the bus pulled onto the farm and end when it drove away? As agritourism operators, we have such an incredible opportunity to keep that curiosity going long after the field trip is over. We can help bring agriculture into classrooms all year long, connecting students with the farms, food, science, careers, and people behind agriculture—and the really good news is that we do not have to dream up every lesson or activity ourselves. You Do Not Have to Create It All from Scratch Here is the really good news: we do not have to reinvent the wheel. Agriculture in the Classroom programs across the country have already done a whole lot of the work for us. There are lessons, activities, professional development opportunities, and resources ready for teachers to use—and so many of them are FREE . There is also a free National Agricultural Literacy Curriculum Matrix filled with K–12 lessons that connect agriculture with science, social studies, career and technical education, nutrition, and more. That is the part I really love. Agriculture does not have to become one more subject teachers have to squeeze into an already-full day. It can simply become the real-world example that helps teach what is already on the lesson plan. Now think about your own farm for a minute. What are you growing, raising, baking, making, or doing every single day that could become a classroom connection? A pumpkin can teach plant science, measurement, weather, pollination, nutrition, and economics. Apples can open conversations about seasons, bees, food production, and geography. Livestock can lead into biology, animal care, veterinary science, food systems, and careers. There is probably more education happening on your farm than you even realize. The resources are already there. Sometimes our job is simply helping teachers find them and then showing them how those lessons connect to the real thing happening on our farms. Put the Resources Where Teachers Can Actually Find Them Now that teachers are settling into the school year, it is a great time to explore the Agriculture in the Classroom resources available in your state. Then ask yourself a simple question: How can I make this easier for the teachers in my community to find? Maybe that means adding a Teacher Resources section to your website with links to free agriculture lessons, activities that connect to your farm, and information about your school tours. Maybe it means sharing a resource on social media and saying, “Teachers, did you know this is FREE?” Or maybe you include a few links in your field trip confirmation emails so educators have something they can use before and after their visit. If you grow pumpkins, share a lesson about seeds, plant life cycles, pollination, soil, or weather. If you have an orchard, look for resources involving apples, bees, seasons, nutrition, or food production. If livestock are part of your operation, help teachers find lessons about animal science, animal care, food systems, and agricultural careers. You are not asking teachers to add one more thing to their plates. You are handing them something useful that they may not even know is available—and helping make their connection to agriculture a little easier. Sometimes It Starts with a Glove One of my favorite agricultural education activities—both on the farm and in the classroom—has always been Garden in a Glove . It is inexpensive, simple, a little messy, and one of those activities that just works. A few seeds, a clear glove, a little moisture, and some patience give students a front-row seat to germination. They get to watch roots and shoots appear, compare what is happening from day to day, and start asking questions about what plants need to grow. Sometimes agricultural education really can be that simple. I also loved showcasing scrap gardening because it helped teach something I think is incredibly important: you do not need acres of land—or even a backyard—to grow something. Regrowing green onions, celery, lettuce, or other foods from kitchen scraps can show students that agriculture is not something that only happens somewhere else on a giant farm. A child may have a backyard, a porch, a windowsill, or just enough room for a recycled container, and that can still be enough to plant something, watch it grow, get curious, and feel a little ownership over where food comes from. That is the shift I want students to make. Instead of agriculture feeling like something that belongs to someone else, somewhere else, I want a child thinking, “Wait...I could try that.” Now Let’s Make It a Little Competitive Here is where I think this could get really fun. What if your farm sent a few local classrooms seeds from something you actually grow and challenged them to see what they could do with them? Maybe it is pumpkins, sunflowers, beans, tomatoes, sweet corn, or another crop that makes sense for your operation. Students could grow the crop throughout the season while measuring plants, keeping journals, taking pictures, graphing growth, making predictions, and troubleshooting why one plant is thriving while another is struggling. Then add a little friendly competition! Maybe the classroom that grows the largest pumpkin wins a pizza party sponsored by your farm. Maybe you recognize the tallest sunflower, biggest tomato, longest vine, most creative growing container, or best overall classroom garden. You could even create several categories so more classrooms have something to celebrate. Can you imagine how excited those kids would be? And bonus—you just gave that teacher weeks of science, math, writing, observation, problem-solving, and critical thinking without handing them one more complicated program to figure out. A packet of seeds can become months of agricultural education. Now imagine those same students visiting your farm later in the season. They are no longer just walking past a pumpkin vine. They have tried to grow one themselves. They know it takes time, attention, good growing conditions, water, sunlight, weather cooperation, and sometimes a little luck. Suddenly, they arrive with questions. They have observations to share. They are looking at that field differently because now they understand, even in a very small way, what it takes to grow something. That is a very different field trip. Let the Classroom and the Farm Work Together The goal is not to choose between classroom education and farm visits. It is to make the two work together. A student can learn about pollination in class and then stand on your farm watching bees work among the flowers. They can study plant life cycles and later identify the blossom, vine, and fruit growing right in front of them. They can learn about weather and then hear a farmer explain what too much—or too little—rain meant for this year’s crop. That is where agritourism has such an incredible advantage. We can take something students saw on a worksheet or classroom screen and give them the opportunity to see it, touch it, smell it, ask questions about it, and remember it. We get to help take agriculture from something they have heard about to something they have actually experienced. Start Small None of this means you need to create a 30-page curriculum, hire a full-time education coordinator, or completely reinvent your field trip program. Start with one thing that makes sense for your farm. Share your state’s Agriculture in the Classroom resources while teachers are building out lessons, planning field trips, and looking for fresh ideas for the months ahead. Add a Teacher Resources section to your website. Include a lesson in your field trip confirmation email. Share a Garden in a Glove activity. Teach kids about scrap gardening. Send one classroom a packet of seeds and see what happens. The goal is not to replace the field trip to the pumpkin patch. It is to extend it. The education can begin weeks before the bus arrives and continue long after students leave the parking lot. Our farms can become resources for teachers, partners with local schools, and places where classroom lessons suddenly become real. Sometimes helping the next generation discover all of that can start with something as simple as sharing a free resource, sending a packet of seeds, or giving one child the chance to proudly say, “Look! I grew that.” And really, how cool is that? One tiny seed, one curious kid, one teacher willing to try something new, and one farm willing to make the connection can grow into something much bigger than any of us realize. Resources to Explore and Share National Agriculture in the Classroom - https://www.agclassroom.org Explore agricultural education resources and find the Agriculture in the Classroom program serving your state. National Agricultural Literacy Curriculum Matrix - https://agclassroom.org/matrix/ Search free K–12 agricultural lessons and resources by grade level, subject, and agricultural topic. Your State Agriculture in the Classroom Program - https://agclassroom.org/affiliates/contact/ Explore locally relevant lessons, teacher resources, workshops, and agricultural education opportunities in your state.

Sometimes the best ideas stop you mid-scroll.

We’ve all been to conferences where the speaker challenges you to have an “elevator” speech where you explain what you do to a stranger in around 15 seconds… or the time it takes to go one level in an elevator. To most of us this is a challenge as we either become dumb struck or want to provide a mini speech. In a rapidly changing world, we need to move on from the traditional elevator speck. These speeches are often forgettable and looked upon as a pleasant chat. In today's world you’ll only become memorable if you can explain what makes your business unique. The elevator conversations that a remembered today start with “Our farm is the only farm that…” This is a far easier sentence to complete and is more likely to be remembered by a stranger. The result is you may find that stranger visiting your farm a few weeks later and their conversation starts with… “Do you remember, we met the other week, and you told me…” The Challenge The challenge is not finishing the question, that is the easy part. The challenge is identifying what it is that only you do. The answer, obviously, will be different for everyone that can answer this question. It could be around: The way you farm the land that is unique to you. For example, you could be the only farmer in your region doing “wilding” farm techniques. The way you process your crop… A few weeks ago, I went to the only flour mill on a farm in the world that mills the ancient Bere wheat for break making. This was in the Orkney's, north of Scotland. It could be what you group. For example, a heritage tomato variety which an Albanian farmer is raising on his farm in that county. The unique agritourism play experience you have built for your customers. For example, you may have built a children’s play area based on the history and region that your farm is located. The product you sell… For example, you may have a unique product exclusive to you such as Thornberry Pie, which I discovered at a farm market in Ontario, Canada or the Honeyberry in Scotland. Once you have identified your uniqueness, your ‘elevator pitch’ becomes naturally easy. The real challenge is if you cannot find an “elevator pitch.” This says to that stranger, you are no different to anyone else doing what you do. In the receiver's mind you’re a carbon copy and not worth spending time to search out. Next time you’re in that elevator, what will you say? If you need help developing your uniqueness, contact the Agritourism Training Academy by emailing Lara H Johnson at lara.chrisjohnson@gmail.com

My first thought when I saw this sign was simple: RUDE! Poor Chris. Called out in giant letters for every passing car to see. The sign at The Pizza Shop of Etters read: STOP IN AND ASK CHRIS WHY HE CAN’T BE ON TIME Then I read the business’s social media post and started laughing even harder. Chris apparently felt bad about being late— again —so he was buying! Customers could receive 10% off using the promo code WHERESCHRIS at checkout. Now, that is funny. But it is also brilliant marketing. The Sign Was Only the Beginning The Pizza Shop of Etters took one playful roadside messa ge and turned it into a complete marketing moment. The sign caught the attention of passing drivers. The social media post gave followers the rest of the story. The discount encouraged customers to make a purchase, and the promo code carried the joke all the way through checkout. Suddenly, people were not simply being told to buy pizza. They were wondering: Where is Chris? Why is Chris late? Will Chris ever arrive on time? And most importantly, how many discounts can this man’s poor time-management skills provide? That is the power of personality-driven marketing. It gives customers something to remember, share and talk about. Give Guests a Reason to Look Again Agritourism businesses already have so many opportunities to create this kind of fun. Your roadside sign, chalkboard, farm entrance, ticket booth, market display or social media page can do more than announce hours and admission prices. It can become part of an ongoing conversation with your guests. Imagine driving by and seeing: ASK JAKE WHY THE GOATS WERE IN THE GIFT SHOP THE CORN MAZE DESIGNER SAYS IT IS EASY. WE NO LONGER TRUST HIM. KAREN ORDERED TOO MANY CIDER DONUTS. PLEASE HELP KAREN. THE PUMPKINS ARE READY. THE FARMER IS NOT. SOMEONE FORGOT TO LOCK THE CHICKEN COOP. AGAIN. ASK US WHY THE HAYRIDE LEFT WITHOUT BOB. You are already wondering what Bob did, aren’t you? The message does not need to be complicated. In fact, simple is often better. Guests should be able to read it quickly, understand the joke and remember it later. Let the Joke Travel A roadside message may make someone laugh as they drive past, but social media allows you to continue the story. Post a photo of the sign and explain what happened. Ask followers to guess the backstory. Create a poll. Offer a limited-time discount. Let guests vote on what the sign should say next. You could even turn it into a short series: Monday: Share the mysterious sign. Tuesday: Reveal the backstory. Wednesday: Let followers vote on the consequences. Thursday: Announce a discount or special offer. Friday: Share an update from the person—or goat—responsible. Now your customers are not simply seeing an advertisement. They are following a story and waiting to see what happens next. Keep It Playful, Not Painful Before putting someone’s name in giant letters beside the highway, make sure they are willing to be part of the joke. The goal is to show personality and create a welcoming experience—not embarrass an employee or family member. When everyone involved understands the humor, these campaigns can help guests connect with the real people behind the business. Visitors remember the personalities, harmless mishaps, and inside jokes that make each farm unique. And let’s be honest: Agritourism operations rarely experience a shortage of personalities, mishaps, or escaped animals. The Bottom Line Take a look around your operation. There is probably already a funny story waiting to become your next sign or social media post. Maybe the goats keep escaping. Maybe the farmer ordered 300 extra pumpkins. Maybe the cider slush machine has developed an attitude. Whatever it is, do not be afraid to have a little fun with it. A playful message paired with a clever social media campaign can keep guests laughing, sharing and wondering what you will do next. And Chris, wherever you are, thank you for being late.  You gave the rest of us some excellent marketing inspiration.

Guest Article by Christine Hawks, NAFDMA Membership and Events Manager If you want to challenge your notion of what it means to be alone, visit your library for a copy of Solitude - In Pursuit of a Singular Life in a Crowded World by Michael Harris. And, then earn some bonus points, if you can truly spend several hours alone. Sounds simple enough, right? Agriculture can be isolating and much of the work as agritourism owners and operators, especially during the off-season, might be done alone. But, are you really alone? First, let’s agree on a shared understanding of the states of alone and loneliness. Similar sounding words with very different meanings. Alone is generally accepted to reference a physical state of being by yourself. Whereas loneliness is generally used to describe sadness or feeling disconnected. On our farms, we likely experience both from time to time. And, believe it or not, being alone does have its benefits. Even in the most rural of communities, we’re still connected digitally. Can you recall the last time that you were actually alone for a day - No text messages, no email communication, no cordial greeting with the mail delivery person or your neighbor across the field? I recently tried this challenge and found that it’s more difficult than I could have imagined. I have an elderly mom, so I never feel like I can ignore text messages for a day. I was expecting a delivery of medication for my dog, so I kept checking email because I needed to monitor the tracking schedule. My neighbor came over to chat when she noticed me out mowing the yard. But, as Harris references in his book, we need that alone time, the solitude. And, I’ll take it one step further, we need the mundane in our lives. Two heads can be better than one when focused on an analytical, straightforward problem, but what if you’re trying to coax your next big idea or tackling a complex challenge? Spending time alone and allowing your mind to wander, might just be the solution that you’re looking for. We have ample opportunities to give ourselves this time and space within the routine of our farms. Mucking out stalls? Skip the podcast for an hour and let your mind focus where it will. Mowing the walking paths? Let the hum of the mower lull your mind into a relaxed state. These seemingly mindless chores can allow your thoughts to flow unbound, and you might be pleasantly surprised by what bubbles up when you give your mind the freedom from focus and concentration. I believe I know the only cure, which is to make one’s center of life inside of one’s self, not selfishly or excludingly, but with a kind of unassailable serenity - to decorate one’s inner house so richly that one is content there, glad to welcome anyone who wants to come and stay, but happy all the same when one is inevitably alone. - Edith Wharton, American author

Agritourism has grown from a niche add-on to a genuine draw for travelers — and understanding why can help NAFDMA members make the most of it. Here's what's driving the interest, and a few tips for turning that interest into overnight guests. Why agritourism resonates right now Travelers increasingly want experiences over amenities. A night spent on a working farm — surrounded by orchards, vineyards, or pasture instead of a parking lot — offers something a hotel or campground simply can't: a direct connection to where food comes from and the people who grow it. For farms, that shift in demand is an opportunity. Visitors aren't just passing through; they're looking to learn, taste, and engage. Why this matters to the RV community specifically RV travelers are natural agritourism guests. They already prioritize slower, more scenic routes over interstate rest stops, and they tend to seek out destinations with character. That's a big part of why Good Sam Overnight Stays exists: it connects RVers with agritourism properties — farms, wineries, breweries — willing to host them overnight. The program is backed by Camping World (largest RV dealer in North America) and reaches Good Sam's 600,000+ Elite Members, all of whom have access to it as part of their membership. For farms, that's a built-in audience of travelers actively seeking exactly what agritourism offers. Tips for turning interest into visits ● Lead with the experience, not just the stay. RVers remember the farm stand conversation or the sunrise over the vines more than the parking spot itself. ● Make it easy to say yes. Clear information on hookups, access, and hours reduces hesitation for a traveler deciding where to stop. ● Encourage lingering. Longer stays often lead to more time spent exploring the property, shopping the farm stand, or booking a return trip. ● Word of mouth travels fast in the RV community. A great first-time host experience often turns into repeat visits and referrals to fellow travelers. ● Start small. Hosting doesn't require a set schedule — hosts can offer as many or as few nights as make sense for their property. Getting started Joining Good Sam Overnight Stays as a host is free, with no reservation minimums and full control over which nights are offered. Good Sam’s team handles the marketing and member support, so hosts can focus on running their farm and delivering the experience travelers are looking for. For NAFDMA members exploring new ways to bring visitors to the farm, Overnight Stays offers a simple entry point into agritourism's fastest-growing audience: the RV traveler. Join here: https://hostovernightstays.goodsam.com/become-a-host For any questions, please reach out to Good Sam’s Partnerships Manager Kyle Mackowiak – kyle.mackowiak@campingworld.com 

Fresh donuts can be one of the most memorable—and profitable—food offerings at an agritourism operation. The aroma draws guests in, encourages impulse purchases, and can turn a simple concession item into a signature farm experience. Start with a Signature Product Before adding multiple flavors and toppings, perfect one high-quality donut your team can produce consistently. Ask: Can every team member make the same product? Can quality be maintained during peak attendance? Are guests receiving a fresh donut every time? Consistency builds guest trust and gives them a reason to return. Let Guests See—and Smell—the Process Agritourism operators have an advantage over traditional retailers: guests can experience the product being made. Whenever possible, make production visible. Watching donuts fry, move through the line, or receive a cinnamon-sugar coating builds anticipation and reinforces freshness. Allow the scent to waft into nearby areas, if possible. The sights and smells are part of the attraction. Design the Program for Busy Days Long lines and slow service can quickly limit sales. Review the entire purchasing process, from ordering to payment and pickup. Consider: Separate ordering and pickup areas Grab-and-go packages Express lines for popular items Additional registers during peak weekends A great product still needs to be easy to purchase. Increase Sales with Bundles Pair donuts with complementary products to increase the average transaction. Popular combinations include: Donuts and cider Donuts and coffee Family-sized take-home packs Donuts and ice cream Seasonal flavor assortments Instead of selling a single item, create a complete farm experience. Create Reasons to Return Keep your signature donut consistent, but introduce limited-time flavors throughout the season. Maple, pumpkin, strawberry, blueberry, caramel apple, and holiday-inspired varieties can generate excitement, repeat visits, and social media content. Limited availability also creates urgency and encourages guests to purchase while the flavor is available. Build Strong Production Systems Document recipes, frying times, coating procedures, packaging standards, and cleaning schedules. Cross-train team members so production does not depend on one employee. Track hourly sales, attendance, weather, and seasonal trends to improve forecasting. Producing in smaller batches throughout the day can help maintain freshness while reducing waste. Make Donuts Part of Your Marketing A signature donut can market your operation long after the guest leaves. Branded packaging, creative toppings, seasonal flavors, and behind-the-scenes videos encourage guests to take photos, share their experience, and introduce your farm to new audiences. Avoid Common Mistakes Operators can strengthen their donut program by avoiding: Too many menu choices at a time Hidden production areas Long wait times Unappealing packaging Overproduction and waste Inconsistent quality  The Bottom Line The strongest donut programs combine quality, consistency, efficient service, and guest experience. When guests can smell the donuts, watch them being made, purchase them easily, and take home a product worth talking about, donuts become more than a menu item. They become part of the memory—and an important revenue opportunity for the operation.

Memories Are Made of This: Turning Farm Visits Into Stories That Last There is a reason certain songs, scents, places, and foods can take us right back to another season of life. “Memories Are Made of This,” made famous by Dean Martin in 1955, still brings a sense of nostalgia to many people today. It reminds us that memories are powerful, and for farm visitors, those memories often begin with the simplest moments. A child tasting something fresh from the farm. A grandparent remembering the way things used to be. A family laughing together on a wagon ride. A visitor meeting the farmer and hearing the story behind the food. These are the moments that make agritourism so meaningful. The Power of Nostalgia What we create on our farms should be rooted in memories and nostalgia. Many visitors come because they want to reconnect with something from their past. Others, especially younger generations, are looking for a better understanding of farms, food, and farming life. As an industry, agritourism has done a strong job of creating those memorable experiences while visitors are on the farm. But many farms have an opportunity to take the next step: keeping those memories alive after the visitor has gone home. At our own farm, Chestnut Brae, it took us a few years to realize we were not simply selling sweet chestnuts. We were selling nostalgia. It is common for visitors to begin reminiscing about roasted chestnuts they once enjoyed on a street corner in New York, Paris, Rome, London, or Kuala Lumpur. For us, that became our point of difference. We were not just offering a product. We were offering a memory. That leads to an important question for every agritourism operator: What are the nostalgic experiences on your farm? The Power of Meaningful Experiences As more agritourism destinations continue to grow and evolve, visitors around the world are looking for more than just a day out. They are looking for something meaningful. They want to meet the farmer. They want to understand where their food comes from. They want to feel connected to the land, the people, and the story. They want to take those memories home and share them with family and friends. Farmers have a unique opportunity to turn everyday farm life into memorable visitor experiences. The work that may feel ordinary to us can be extraordinary to someone who has never seen it, tasted it, or understood the story behind it. Our role is to turn agritourism, entertainment, and food into a story visitors can take home with them. Storytelling Keeps the Experience Alive Storytelling is one of the most powerful tools we have in agritourism. Visitors should experience the story while they are on the farm, but the opportunity does not have to end when they leave. At Chestnut Brae , we are partnering with Storylands Atlas , an organization working with farm partners in Canada, the United States, the United Kingdom, and Australia. Visitors can scan a QR code while they are at the farm, which takes them to Storyland Atlas, where their online memory storyboard begins. From there, they can continue engaging with the farm experience through audio stories, collectables, digital adventures, recipes, and keepsakes. The goal is simple: take the real farm experience and extend it into a living story world that families can continue to enjoy at home. Bringing the Farm Story Home The more we can connect visitors to the story of our farms, the more likely they are to remember us, return to us, and share our story with others. Agritourism is not just about what visitors do while they are on the farm. It is also about what they remember when they leave. The sights, sounds, smells, tastes, and stories all become part of the experience. Those memories can continue to build loyalty, connection, and excitement long after the visit is over. The Agritourism Training Academy provides tools to help farms develop meaningful, nostalgic experiences for their visitors. To learn more, click the Agritourism Training Academy’s name above.

Make the Most of the Space You Have Guest written by Randy White Many farms are gearing up for their summer and fall festival seasons. Here are a few layout tips for planning festival grounds. People dislike dead ends because they make guests retrace their steps. Instead, create continuous circulation paths. Here’s a conceptual illustration showing a bad and good circulation pattern.

From 50 hens to 4,500 layers, Aaron Brand shares the lessons, challenges, and rewards of building a successful egg enterprise alongside a diversified agritourism farm.

There is something powerful about stepping onto another farm and seeing agritourism through a fresh set of eyes. New layouts, new revenue streams, new guest experiences, new food ideas, and new conversations all have a way of sending attendees home with notebooks full of possibilities. That is exactly what happened when NAFDMA members and friends gathered for the 2026 Agritourism Farm Tour, June 16–17. Over two full days, attendees explored a diverse lineup of farms and destinations across Virginia and Maryland, each offering a unique look at how agriculture, retail, events, hospitality, and seasonal experiences can come together to create memorable guest experiences. A Tour Rooted in Learning, Connection & Big Ideas The Agritourism Farm Tour is designed to get operators out from behind their own gates and onto farms where learning happens in real time. From fall festival operations and pick-your-own crops to farm markets, food service, event venues, garden centers, and beverage experiences, this tour offered a wide range of ideas for attendees to take home, adapt, and make their own. And of course, some of the best learning happened between stops — on the bus, over meals, during tours, and in the conversations shared between agritourism professionals who understand the joy, pressure, creativity, and heart behind this industry. Day by Day: Inspiration Across Virginia & Maryland Day One — Big Fall Energy, Farm History & Market Experiences The first day began at Cox Farms , a second-generation family business known for creating one of the largest fall events in the Mid-Atlantic region. Attendees had the opportunity to learn from an operation that builds much of its own guest experience, manages major seasonal staffing demands, and continues to grow its fall festival and haunted attraction offerings year after year. From food made on site to large-scale attractions and highly intentional seasonal planning, Cox Farms offered a powerful look at what it takes to build a destination that guests return to again and again. From there, the tour traveled to Belvedere Plantation , a working production farm with a deep history along the Rappahannock River. Attendees learned about the farm’s evolution from pick-your-own strawberries and pumpkins into a fall festival destination featuring the Great Pumpkin Patch, Great Adventure Maize Maze, food venues, and more than 25 attractions. Even though the farm was not open for its fall season during the visit, the stop provided valuable behind-the-scenes insight into seasonal operations, layout, and long-term direct marketing growth. The afternoon continued at Old House Vineyards , a family-owned agritourism destination in Virginia wine country. Set on 165 acres of working farmland, Old House Vineyards showcased how a farm can create gathering spaces around wine, beer, spirits, tours, tastings, weddings, and private events. It was a beautiful reminder that agritourism can be about slowing down, creating atmosphere, and giving guests a reason to stay, celebrate, and return. The day wrapped up at Messick’s Farm Market , a third-generation family farm with roots dating back to the 1920s. Attendees explored how the Messick family blends traditional agriculture, dairy, crop production, a farm market, pick-your-own crops, local products, prepared foods, outdoor play areas, and seasonal festivals. With fresh produce, deli offerings, ice cream, children’s attractions, and hands-on farm experiences, Messick’s highlighted the power of creating a true community gathering place. Day Two — Legacy Farms, Garden Retail & Seasonal Expansion The second day began at Butler’s Orchard , a family-owned Maryland farm that has grown from 25 acres of peaches and a small farm market under an apple tree into more than 300 acres of fruits, vegetables, flowers, trees, pick-your-own crops, seasonal events, and a vibrant farm market. The Butler story offered attendees a meaningful look at legacy, customer service, family involvement, and the way a farm can grow while still honoring its roots. Next, the tour visited Homestead Gardens , the largest enclosed garden center in the Baltimore–Washington, D.C. area. This stop highlighted the many ways retail, education, community outreach, events, environmental advocacy, and hospitality can work together. From the Beer Farm collaboration and event spaces to kids’ programming, signature events, fundraising, and sustainability efforts, Homestead Gardens offered creative inspiration for farms looking to expand their impact beyond traditional retail. The tour concluded at Montpelier Farms , a fall festival destination preparing for its 19th season. With more than 30 fall attractions, a 7-acre corn maze, farm animals, food service, a café, a market and donut operation in a historic tobacco barn, events, private campfires, and a growing tulip experience, Montpelier Farms showcased the importance of season extension and creative use of farm assets. Their fall festival, nighttime offerings, tulip planting, food options, and event spaces gave attendees plenty to think about as they headed home. Why This Tour Mattered This was more than a list of farm stops. It was a collection of real-world lessons that agritourism operators can carry back to their own businesses: Guest experience is built with intention. From arrival flow and food placement to photo ops, play areas, markets, and gathering spaces, every detail matters. Seasonal businesses require year-round thinking. Many of the farms on the tour showed how planning, building, staffing, and improving never really stop. Food and retail continue to be powerful profit centers. Farm markets, cafés, donuts, beverages, prepared foods, and local products all played a key role in the guest experience. Legacy and innovation can grow side by side. These farms honored family history while continuing to evolve for today’s guests. Connection is one of NAFDMA’s greatest strengths. The conversations, questions, and shared experiences between attendees are what make these tours so valuable. What’s Next? Whether you joined us on the tour or followed along from home, we hope this recap gives you fresh ideas and encouragement for your own farm, market, or agritourism destination. NAFDMA events are created to bring operators together for education, inspiration, and connection — because when we learn from one another, our farms, families, teams, and communities grow stronger. Keep an eye on upcoming NAFDMA opportunities, including future tours, learning events, and the Agritourism Convention & Expo. Your next great idea may be waiting at the next stop. Thank You A heartfelt thank you to each farm that opened its gates, shared its story, and gave attendees a behind-the-scenes look at the creativity and hard work behind their operations. Thank you to everyone who attended, asked questions, shared ideas, and made the 2026 Agritourism Farm Tour such a meaningful experience. And thank you to our 2026 Farm Tour sponsors for helping make this event possible. Together, these shared experiences continue to strengthen the agritourism industry — one farm, one conversation, and one new idea at a time.

Industry Insights from Merchandise Food Written by by Dean Starros Automated Guidance Managing a farm shop requires constant human supervision. But consider driving in traffic: millions of people are automatically guided every day to navigate safely in highly complex environments. Farm shops should be operated similarly! Real-time operational guidance can systematically guide teams to complete work on time, with quality and precision, whether or not a supervisor is present. Effective Training Traditional training methods fall short in fast-paced retail environments. A more effective approach is to mimic a "basketball coach", by delivering quick, non-disruptive guidance while the game is on. This continuous reinforcement builds confidence, improves quality, and increases productivity. Risk & Liability Automation can also be used to detect HR and operational risks, in order to prevent costly legal liability. At Merchandise Food, we help farm shops implement operational strategies to increase efficiency, improve quality and reduce risk. To learn more, visit us at https://merchandisefood.com/ .

At NAFDMA, we are always looking for ways to create more value for our members — not only through education and connection, but through opportunities that help your business grow stronger and more sustainable for the future. That is why we are EXCITED to share a new opportunity designed to support NAFDMA members. Goldman Sachs 10,000 Small Businesses Program — Available to NAFDMA Members at No Cost Running an agritourism business requires more than passion — it requires strategy, leadership, and a strong understanding of how to grow sustainably. That’s why we’re excited to share that NAFDMA members can participate in the Goldman Sachs 10,000 Small Businesses (10KSB) program completely free of charge. Goldman Sachs 10,000 Small Businesses is a national nonprofit initiative focused on strengthening local economies by supporting small businesses and the communities they serve. In partnership with Goldman Sachs, ICIC helps deliver this highly respected and competitive growth program designed specifically to help business owners build the skills, connections, and confidence needed to scale. Want to see a NAFDMA member sharing their experience with the program? Click to WATCH THIS VIDEO. What Makes the Program Valuable? Participants in the 10KSB program receive: A full scholarship funded by the Goldman Sachs Foundation — offered at no cost to the business owner Hands-on education focused on real business growth Practical, action-oriented learning designed for immediate implementation Curriculum covering real-world business skills such as: Negotiation Marketing Employee management Financial growth strategies Access to highly trained professionals who understand what it takes to grow a small business A powerful peer network of growth-minded business owners from across the country Real Results for Small Businesses The impact of the program speaks for itself. Within six months of graduating: 66% of participating businesses report increased revenues 44% report adding new jobs Programs like this provide business owners the opportunity to truly work on their business — not just in it. For agritourism operators balancing operations, staffing, guest experience, marketing, and long-term planning, this kind of focused business development can be transformational. Learn More & Apply To learn more about the Goldman Sachs 10,000 Small Businesses program or begin the application process, visit: 10,000 Small Businesses Application We encourage NAFDMA members to explore this incredible opportunity and consider how investing in your leadership and business growth today can shape the future of your operation tomorrow. At NAFDMA, we believe strong businesses create stronger farms, stronger destinations, and stronger communities. We’re proud to continue connecting members with opportunities that support growth, innovation, and long-term success across the agritourism industry.

Consider This Your Permission — and Invitation — to PAUSE

Guest post from John Stanley

For our industry spotlight this month, we are excited to share ideas and info from The Toy Network . Insights from The Toy Network Whether you’re an established farm store or just starting out and you’re interested in carrying toys, our Toy Stack and Die-Cast displays may be an ideal solution when dealing with limited space. In retail, it’s all about sales per square foot. With our Toy Stack display, you get 24 different impulse items in just two square feet! It would take more than 40’ to merchandise the same number of items on a shelf. The Toy Stack is an important profit center for your farm store business, as the items in the display average less than $2.50 at wholesale. In addition to The Toy Stack, our Die-Cast display features 13 different vehicles that can all be merchandised on our metal die-cast display. We offer a pre-packaged assortment of vehicles and have more than 200 high quality die-cast vehicles to select from when you need to fill in on your display. Stop by our user-friendly ecommerce website and shop our more than 4,000 products where at just $250, we offer free freight, or visit us on Faire. Furthermore, if you’d like to have one of our 85 sales reps across the country stop in to meet with you, please let us know. More information is available at www.thetoynetwork.com .

 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.

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