From Barns to Broadcasts: Engaging Farmers with Podcasts -Rhea Kaiser

Farmers aren’t just growing crops—they’re growing experiences. Here’s what that means for marketers.

We know it as agritourism or rural tourism. More and more, farmers view it as a vital income stream.

What may have started as a side hustle for some, agritourism is now a booming industry. The 2022 Census of Agriculture reported that agritourism added roughly $4.5 billion to family farms in 2022. Whether it’s allocating land to you-pick orchards and farms, planning corn mazes, running guided hunting trips or inviting guests to stay the night, agritourism turns farms into must-visit destinations. And it’s changing the way people connect with agriculture.

For ag marketers, this shift is more than just an interesting trend – it’s a sign of new business opportunities, evolving customer segments and the changing role of farmers.

Blending agriculture and consumer experiences
Rural tourism or agritourism is the intersection of agriculture and consumer experiences. It allows people to engage directly with farming operations through entertainment, education or hands-on activities. Common ventures include:

• You-pick farms and orchards – Consumers harvest their own produce, from apples to blueberries to strawberries to pumpkins
• Farm stays and bed & breakfasts – Guests stay overnight at working farms for an immersive experience
• Farm-to-table dining and on-farm events – Visitors enjoy meals made from locally sourced ingredients
• Guided hunting and fishing experiences – Farms with large acreage offer outdoor recreation
• Goat yoga, corn mazes, and seasonal festivals – Unique attractions draw families and tourists
• Distilleries, breweries, and wineries – Farms add value to their crops by producing and selling beverages on-site

Increasingly, farmers diversify their revenue streams by adding consumer experiences. According to data analyzed by researchers, of the 1.9 million U.S. farms estimated in the 2022 Census of Agriculture, 1.5%, or roughly 28,600 farms, reported being engaged in rural tourism. Even more, 6% report direct-to-consumer sales.

Although there’s no definitive data on the size of farms that have incorporated rural tourism into their operations, what is available seems to suggest that small to mid-size farms are more commonly looking to cash in on the trend. One joint effort by four universities – Vermont, Oregon State, West Virginia and the University of California – to understand the impact of agritourism found that more than half of farms surveyed that were engaged in agritourism have 500 acres or less. Another study of operations in that state, conducted by The University of California Extension and Small Farm Program, found that 68% of farms offering agritourism activities were considered small farms by the USDA.

And it’s paying dividends. The ag census shows that farms and ranches involved in agritourism earned on average $44,000 in gross revenue from their ventures. Jason Entsminger, a professor at the University of Maine and a small business specialist who analyzed the results of the ag census views revenue streams from these sources as critical for family farms. “We know that entrepreneurial marketing strategies which welcome visitors to the farm or engage the consumer directly may help producers create and capture unique value right at home in their rural communities.”

Agritainment as advocacy
Jorgensen Land & Cattle Company in South Dakota is one of the family farms involved in agritourism, or what Cody Jorgenson dubs agritainment.

Since 1909, the Jorgenson family has raised Black Angus cattle and farmed near Ideal, South Dakota. With five generations involved in the operation, they have expanded it to include the Lazy J Sporting Club which offers guided pheasant hunts, an 18-hole championship golf course, sporting clays, and long-range rifle shooting.

According to Cody, who represents the fourth generation, the Lazy J Sporting Club entertains 500 guests a year for their guided pheasant hunts. And it’s not just about the revenue for them. The hunt also includes a tour of their operation. For Cody, helping people understand where their food comes from is an important part of the experience, and the future of the operation. He sees it as the way to stay viable. “I think the future of agriculture is having the ability to advocate what production agriculture really is,” he says. “I think people are desiring to know where their food might come from.”

The marketing connection
As a marketer, you may be wondering how this growing trend relates to your work? Agritourism is a perfect example of how the industry is evolving. There are lessons marketers can learn from these innovators:

• Learn from the Entrepreneurs – Farmers diversifying into agritourism are finding creative ways to engage consumers and generate revenue. Their ability to adapt and market experiences can inspire B2B ag brands to rethink their own strategies. Organizations need to ask where they are missing opportunities to evolve the business and connect with customers in a way that can increase profits while providing new value. What new opportunities could your brand explore?
• Storytelling is a Marketing Superpower – Agritourism thrives on personal stories, from multi-generation farms to hands-on experiences. In marketing, especially in the B2B space, storytelling humanizes brands and builds trust. Can you showcase real stories of how your products or services impact farmers and agribusinesses?
• Strategic Partnerships Create New Value – Whether it’s equipment companies providing compact tractors for agritourism operations or input suppliers working with small-scale growers, there’s potential for ag brands to align with this trend in meaningful ways. What opportunities exist for your brand?
• New Customer Segments – The rise of agritourism means more non-traditional buyers interacting with agriculture. Marketers should consider how this trend influences demand for products that blend professional and consumer use, such as small-scale equipment, agritourism insurance, and farm-to-table supply chains. Who are the non-traditional buyers that your brand can reach?

Farmers have always been innovators, so it’s no surprise that as they have dealt with volatile prices and changing consumer demand, they have found new ways to thrive. Agritourism’s rapid growth proves that consumer engagement matters—and that those who embrace change are the ones who succeed.

For B2B ag marketers, the lesson is clear: industries evolve and so should marketing strategies. Whether it’s refining your messaging, exploring new audience segments, or leveraging storytelling to differentiate your brand, staying ahead requires a thoughtful approach.

We help ag brands do just that. Our team understands the ag industry, the challenges you face, and the opportunities ahead. From strategic planning to full-scale marketing execution, we help brands connect with the right people, at the right time, with the right message. Ready to take the next step? Let’s talk. Drop us a note to get the conversation started.