NASHVILLE, Tenn. — A growing interest in reconnecting with farm and rural life is an opportunity for agriculture, said the executive director of the North American Farmers’ Direct Marketing Association.
“Projections for consumer demand to visit farms will increase 10 and 20 fold in the next 10 to 20 years,” Charlie Touchette said in an interview at the group’s annual conference in Nashville Feb. 1-6.
He said agritourism is more developed in Ontario and British Columbia than the Canadian Prairies and the U.S. Midwest, but all have an opportunity to benefit from this growing trend.
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Those best suited for such ventures are people-oriented, creative and inventive individuals who are interested in educating the public.
He said people are keen to have rural experiences and food education, citing the popularity of on-farm events such as cooking classes.
“No longer do farmers drive agritourism, but consumers drive agritourism,” said Touchette.
Convenience remains the biggest priority among shoppers. Farm stores will not replace urban grocery stores but serve as an option for those seeking local products, services and experiences as part of family outings on the weekends.
He said there is a need to involve more farmers in offering agritourism ventures.
“If we don’t fulfill that market, somebody else might find a way,” said Touchette. “There’s so much room for somebody else to capitalize on consumer demand. There’s a vacuum of consumer demand to be filled. Will it be by farmers or by somebody willing to capitalize on a demand in ways that may not be authentic to our industry?… I want the farmer to tell the story.”
Philippe Quinn of La Ferme Quinn near Notre-Dame-de-l’Ile-Perrot, Que., tries to offer a welcome home feeling to as many as 4,800 visitors on the busiest days.
The 110 acre farm grows and sells fruit and vegetables and has an animal barn and play structures. The farm is open 11 months of the year, with events ranging from maple syrup season in March to Christmas tree sales in December.
Quinn said farm income from agritourism is growing.
“It’s a growth industry due to the buy local movement,” he said. “People want that connection with food, with the farmer, with the outdoors. They want something authentic.”
Karen Walker Tibble, business development specialist with Manitoba Agriculture at Russell, Man., doubts agritourism will ever be big business in Manitoba because of the province’s small population base.
She recommended it for “people who know how to tell their story and can make that connection with consumers. By having that passion and that drive, I hope people will come.”
Walker Tibble said 64 farms participated in Manitoba’s Open Farm days last year, which offer free admission and access to participating farms on one day in September.
Workshops available to producers have included sessions on cutting up chickens and making cabbage rolls.
She said there are now 74 farmers markets in Manitoba and 13 community shared agriculture programs.
“Consumers want to be aware of where their food comes from and want to make a connection with the farmer,” she said.
Walker Tibble said many resources and funding options are available to emerging and existing direct farm marketers.
For example, Manitoba producers can learn more at a direct farm marketing conference in Brandon March 6-7 while in Ontario, producers can seek out the Ontario Farm Fresh Marketing Association.
Contact karen.morrison@producer.com
