By Frank Giles
With inflated input costs and tight profit margins in recent years, some specialty crop growers have sought to diversify their businesses to generate new revenue streams and to spread risks. Agritourism has been the choice for some farms.
Agritourism encompasses several categories, including you-pick, direct-to-consumer retail sales, and venue space for weddings and other events.
Growers considering getting into agritourism should do their due diligence to be well prepared before going forward. Lena Juarez, executive director of the Florida Agritourism Association, has worked with growers to develop their plans.
“We created a toolkit, with the help of the Florida Department of Agriculture and Consumer Services. It is a great resource for new agritourism operators,” Juarez says. “We encourage people to educate themselves regarding the law and to make sure they are posting the correct liability signage. It is important to have a business plan in place and to reach out to other operators to network. Visiting other successful farms also can be eye opening.”
Make Marketing a Priority
There’s plenty of financial, legal, growing and operational aspects required to make agritourism a success. With all those boxes checked off, marketing is among the elements most important to get people to the farm.
State agritourism associations offer educational resources to members on tips to maximize their marketing programs. For many, social media has been a critical element to directly connect with consumers and build loyalty.
Olivia Clark, communications director for Southern Hill Farms, says social media plays a significant and effective role in the operation’s marketing strategy. Facebook and Instagram are the farm’s primary platforms to engage with customers. The Clermont, Florida-based farm was featured in the December 2024 cover story of Specialty Crop Grower magazine.
“We use a blend of digital and traditional marketing methods to connect directly with our customers about our you-pick fruit, vegetables and flowers available seasonally at the farm,” she says. “Additionally, we send updates through an e-newsletter, delivering timely information straight to our customers’ inboxes. Occasionally, we also include advertisements in local magazines to reach a broader audience.”
Every farm engaged in agritourism has to learn what works best for their business and location. Clark says one method that has been particularly beneficial for Southern Hill Farms is a social media tactic they call Farmer Talks.
“These are videos that provide a unique opportunity for our owners to connect directly with our customers. While they tend to run longer than the recommended length for social media videos, they consistently perform well,” Clark says. “The content varies — from explaining how a crop is grown to sharing updates on new crops, seasonal availability or upcoming events. These videos generate higher engagement and overwhelmingly positive sentiment, demonstrating the value of authentic, direct communication — even if it veers a bit from conventional social media norms.”
When engaging directly with consumers, whether it be social media or email, there’s a fine line between communication and spam. This is another area where agritourism farms have to find what works best for their situation.
“Finding the right balance on social media depends on the season for us,” Clark says. “We aim to post no more than one main feed post per day, except when there are important updates about hours, crop availability or capacity. On average, we post five days per week, but we’re intentional about the content we share, focusing on quality over quantity. We avoid posting just for the sake of it, ensuring every post provides value to our followers.
“We’re equally mindful with our e-newsletters. Landing directly in someone’s inbox is a privilege, and we’re careful not to overuse it. By prioritizing thoughtful, relevant content, we maintain trust and engagement while minimizing the risk of driving people to unsubscribe — knowing they may not resubscribe.”
While most social media promotion is free, Clark says paid promotions are sometimes utilized to amplify marketing efforts. Paid promotions also help reach new audiences.
“The scope of our paid promotions varies depending on the season or event. It can range from boosting social media posts to placing advertisements in local publications,” she says. “By tailoring our approach, we ensure the investment aligns with our goals and resonates with our target audience.”
Love What You Do
A critical element in agritourism success is a love for growing food and farming. Equally important is the grower needs to enjoy interacting with the public. That passion resonates with customers and builds authenticity associated with the farm’s brand.
“The heart of our business lies in creating meaningful connections with our customers, and our social media platforms are one of the ways we stay engaged with our community. The audience we’ve built over the years is more than just customers; they’re part of our story,” Clark says. “Their support, whether through visiting the farm or sharing their memories, is the reason we’ve been able to grow and thrive. It’s because of them that we can continue doing what we love — growing high-quality produce, creating memorable experiences and connecting people to their local farmer.”
