How Far Would You Go for Good Asparagus?
Agritourism Takes Off in the United States

Springtime in Western Massachusetts is often rainy. Smart outdoor enthusiasts stash an umbrella in the backseats of their cars before taking off for the weekend. Bicyclists remember to bring brightly colored ponchos while pedaling around the trails.

On a Sunday afternoon in mid-May, over 500 visitors to the Deerfield Inn in Deerfield, MA didn't care about the rain.

They cared about asparagus.

Specifically, they cared about a succulent asparagus succotash, baked with corn, pepper, celery, and onion with cheese and soft breadcrumbs. The asparagus salad was also exciting, with blanched asparagus tossed with tomatoes and red onions in a citrus vinaigrette.

The asparagus cake with cream cheese frosting and asparagus ice cream brought out the more adventurous asparagus lovers.

In addition to the medley of asparagus dishes, a local grower discussed how to plant and grow asparagus. A local chef also held asparagus cooking demonstrations, so attendees could prepare the delicious dishes when they returned home.

Community Involved in Sustaining Agriculture (CISA) sponsors events such as the Asparagus Social on a regular basis, drawing attendees from across the region.

The Asparagus Social is part of a larger national trend called agritourism. Agritourism is the fastest growing sector of the United States' tourism industry, with some projections showing a 30 percent growth over the next decade.

CiderDay Apple on a String Contest. Photo by Mark Lattanzi.

Nearly two-thirds of American adults, or 87 million people, have taken trips to rural locations in the past three years. Of these, nine out of ten trips were for leisure.

Until approximately ten years ago, agritourism was referred to as direct farm marketing. Generally, farmers would market their produce in roadside stands, attracting the attention of drivers interested in freshly picked berries or newly harvested ears of corn.

Roadside stands are still popular, especially during the height of harvest season. Most of the time, however, they're not enough. As small farms struggle to make ends meet, agritourism can provide an additional (and welcomed) income source.

Agritourism encompasses far more than the traditional roadside stand. Some farmers run weekend farm tours for curious city-dwellers. Others welcome visitors to work on the farm for the day, hustling cattle or harvesting vegetables. One runs a star-gazing camp, catering to a clientele whose nighttime skies are filled with more neon than natural light.

Strawberry pyramid at CISA Strawberry Festival. Photo by Mark Lattanzi.

"People are now three generations removed from a farm setting," notes Jane Eckert, founder of Eckert AgriMarketing and a nationally recognized expert in agritourism. "They want to show their children what a farm is like and perhaps relive something they might have memories from in the past."

Eckert was a corporate marketing executive in Los Angeles, CA for eighteen years. Returning to her St. Louis, Missouri roots, Eckert used her marketing background to turn her family farm into one of St. Louis' top tourism destinations. The orchard draws over 500,000 people per year to pick blackberries, peaches, apples, and pumpkins. In the winter, guests can cut their own Christmas trees. Additionally, the farm features a restaurant, produce market, and opportunities for hayrides.

Europe has embraced agritourism since the 1980s. Italy, Spain, France, and the United Kingdom all host hundreds of travelers and vacationers on working farms doubling as hotels. In the United Kingdom alone, overnight guests generate around $73 million annually for farmers.

The United States's agritourism industry has developed more slowly. The first U.S. agritourism sites were born in the wineries of Napa and Sonoma counties in California. In recent years, however, the movement has expanded across the country, popularized by farmers interested in additional cash flow.

And people are paying for these farm experiences. Weekend getaways are popular options for busy urbanites lacking the time or money for air travel and long vacations. The cost of staying on a farm is often less than staying in a tourist-city hotel. Additionally, people are increasingly seeking intangibles, including the desire to see "real life," devour a home-cooked meal, and enjoy comfortable company.

Kids had the opportunity to milk cows at Big Es Supermarket in Easthampton, Mass. Photo by Mark Lattanzi.

"We all live in the office in front of the computer, we spend much of our time disconnected from natural processes," notes Mark Lattanzi, CISA's campaign director and webmaster. "We're looking for authentic food and an authentic experience, and farmers can tap into that desire in consumers."

State governments are also tapping into that desire. Oklahoma's House of Representatives recently passed a bill that would create an agritourism industry for the state. Kansas has a "Kansas Agritourism Initiative," sponsored by the Kansas Department of Commerce. South Dakota's Tourism Office is helping state farmers create agritourism sites.

Nonprofit groups also help farmers determine whether agritourism is a viable option for their farms. CISA, for instance, is releasing an agritourism workbook in June 2005 focusing on connecting farmers and consumers. The workbook features real farmers and concrete examples of various agritourism ventures.

"We help farmers determine whether this is really for them," Lattanzi comments. "Are they excited about it, do they think creatively, or will it just be another chore to face? We don't want farmers to resent it, we want them to feel it's an important part of what they're doing on the farm. It's not for everybody. But it does have potential."

CISA will hold panel presentations by farmers featured in their agritourism workbook, so farmers can talk directly to other farmers about their agritourism experiences.

"It's all about farm viability," says Lattanzi. "How we can help our members develop viable and sustainable businesses."

For a copy of CISA's agritourism workbook, contact Mark Lattanzi at mark@buylocalfood.com.