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Agritourism and direct-to-consumer sales are increasingly used as diversification strategies to generate additional farm revenue streams. Yet despite their growing importance, the impacts, interactions, and adoption of these strategies remain poorly understood. Here we use univariate and bivariate local Moran’s I statistics to identify agritourism and direct-to-consumer sales hotspots in the United States and a Seemingly-Unrelated-Regression Spatial Durbin Model to examine the association between agritourism and direct farm sales to consumers. We find that agritourism and direct sales reinforce each other within the same county but not consistently across neighboring counties.

In settler-colonial countries like Aotearoa New Zealand, television programmes about rurality are fundamentally entwined with the nation’s colonial history, but how this context impacts on locally made, public service television content and production is seldom examined. Utilising data collected from interviews with programme makers and a novel bi-cultural friendship pair methodology, we examine how a high-rating mainstream programme, Country Calendar, conceptualises and delivers stories about Indigenous Māori and consider the extent to which these stories represent a decolonising of television narratives about rurality. The findings highlight the importance of incorporating Indigenous voices and values, the impact of structural limitations and staffing constraints on public service television’s decolonising aspirations, and challenges reconciling settler-colonialism with the show’s well-established ‘rosy glow’. While rural media are often overlooked by communication scholars, our study demonstrates the contributions they might make to the larger task of decolonising storytelling about national identity.

Owners of small- and medium-sized farms are increasingly interested in engaging in agritourism and direct sales in order to increase income, provide family employment, and educate the public about agriculture, among other reasons. Prior research on agritourism operator motivations largely focuses on economic goals and benefits, while acknowledging the strong influence of non-economic factors. However, more research is needed to better understand the nuances and breadth of non-economic motivations underlying agritourism operator decisions. In addition, research on U.S. agritourism tends to be at the state level, which raises questions about overall national trends and inter-study comparability. To address these gaps, we analyzed transcripts from semistructured interviews with small- and medium-sized farm owners engaged in agritourism from five states across the U.S. We examined the results through the theoretical lens of Allport’s “contact hypothesis” in order to further understand how agritourism helps operators meet stated goals. Our results suggest that consistent with previous literature, nonmonetary motivations are high priorities for farmers engaged in agritourism. In particular, motivations related to community engagement/leadership and quality-of-life emerged as forceful and reoccurring themes. We found that although Allport’s contact hypothesis holds some important explanatory power for understanding agritourism operators’ community-related goals—including reducing prejudice and increasing understanding between farmers and consumers in relation to agriculture—increased inter-group contact also has potential to create new conflicts between farmers and neighbors related to tourism. These findings have important implications for future research as well as for policies and programs aimed at supporting agritourism. Note Correction published on August 21, 2021, to replace references to Allport’s conflict hypothesis to the correct contact hypothesis.

Agritourism has grown rapidly in many countries worldwide. However, for all this success, little is known about the concrete implementation, actual extent, and effectiveness of public and private agritourism support measures aimed at keeping up farming and promoting agritourism. Hence, the objective of this study is to provide an overview and a comparison of agritourism supports and policies in different countries. To this purpose, specific political, legal, financial, and promotional instruments for agritourism have been investigated. The focus is on three countries with strong agritourism sectors and different socio-cultural characteristics: Italy, the USA, and South Africa. The analysis of these case study areas is motivated by examination of agritourism from different continents with a diverging status of development as well as history. Italy and the USA are two countries with well-established and successful agritourism sectors; however, these are based on very different framework conditions, resulting in specific development paths and various supportive driving factors. South Africa has been included as a representative case study of a developing country where agritourism operations are growing rapidly through the support of an active private sector association. By assessing commonalities and differences in public and private support backgrounds in three different continents, the present study represents the first exploratory attempt to understand the influences of public and private national and regional framework conditions for agritourism development. Our findings suggest that both public and private supports contribute to success; however, clear criteria and further research are needed in order to fully understand the implications.

The Farm Fresh Food Box (F3B) project is a mar­ket innovation that aims to capitalize on successful characteristics of direct-to-consumer (DTC), values-based supply chains (VBSCs), and tradi­tional supply chains with the goals of expand­ing producer sales and improving rural food access. In the F3B model, farmers sell boxes of fresh pro­duce in rural retail outlets to bring food to custo­mers with limited access to locally grown foods. We present pilot findings on indicators of relation­ship quality, communication of embedded value, and food environment, and compare these with extant research to assess whether F3B behaves like a DTC, VBSC, a traditional supply chain, or some­thing else entirely. Unlike much of the previous value-chain research, this work places a unique emphasis on the importance of the farmer-retailer relationship. We merge existing knowledge of DTC strategies and barriers with those of VBSCs and traditional supply chains to understand better the process of expanding into new outlets and con­sumer populations. We find that while the F3B model reduces some resource constraints, it adds a layer of complexity that requires time and expertise to develop a quality relationship between producers and retailers. Additionally, it is apparent that the F3B model must be tailored to fit local contexts of farmers and retailers participating in F3B market innovations.

First paragraph: Our food system has been disrupted. Shopping at a grocery store during the COVID-19 pan­demic is not a pleasant experience, and, for some of the most vulnerable, it can be outright dangerous. It may become worse. How long will supply chain disruptions continue and what are upcoming challenges? From illness in the fields where agricultural workers pick our food and the closing of food processing facilities to the threat that trucking lanes may be shut down, the possibilities seem real right now. . . . See the press release for this article.

This commentary identifies the variability in definitions of agritourism that exists in a variety of different countries, discusses reasons why this variability might produce problems, and provides examples of efforts to harmonize these definitions, including an ongoing international dialogue on the topic.

Using a mixed-methods design, we evaluated Farm Fresh Food Box (F3B) a market innovation designed to expand producer markets, stabilize rural retail businesses, and improve rural food access. In the F3B model, pre-ordered Community Supported Agriculture (CSA)-style produce boxes are sold through rural retail outlets. F3B was implemented from 2016 to 2018 as part of a United States Department of Agriculture (USDA)-funded multi-state extension and research collaboration project in 3 geographically diverse and rural areas: Vermont, Washington, and California. The F3B evaluation aimed to (1) assess market potential, (2) determine logistics for successful implementation, (3) describe the benefits and drawbacks for farmers and retailers, and (4) measure consumers&rsquo, attitudes and purchase behavior. A national market survey indicated consumers would be likely to purchase F3B if it was perceived to offer good value on fresh local produce, without need for a subscription. The model put a few additional labor burdens on farmers and retailers, but required time for relationship-building and more record-keeping time for farmers. Those who purchased a F3B were generally satisfied with the quality, quantity and variety of produce each week and a high proportion considered F3B to be a good value for the money. As a new business innovation, F3B showed only modest profit, but retailers and farmers felt it was worthwhile to expand their customer base, promote their brand and develop their partnership. F3B began a means to address flattened growth in direct to consumer produce sales, food deserts and dwindling retail options for fresh foods in rural areas. We discuss F3B as a potential solution to food system weaknesses exposed by the COIVD-19 pandemic because it offers touch-free, high-quality local produce ready for curbside pickup at a convenient location.

Agritourism is a growing area of the tourism sector with many positive social and economic benefits for farmers, their communities, and for tourists. While researchers have been studying the phenomenon for several decades, factors that lead to profitable outcomes for agritourism operators are still not well understood, hindering the effectiveness of agritourism development and the systems of support available to farmers. Using a survey of 1834 farms and ranches open to visitors in the United States, the goal of this study is to identify the factors that influence the profitability of agritourism operations. This study shows that several factors have positive associations with increased agritourism profitability, such as the number of years of experience of the operator, farm scale (acreage and total farm revenue), providing on-farm product sales, and offering events and entertainment. Off-farm product sales and being a female operator have a negative association with profitability in agritourism. We discuss the implications of our findings on agritourism operators, suggest their utility for tourism planning and rural community development professionals, and offer suggestions for future research.

Representing three states in the United States, the authors describe approaches and practices of direct-to-consumer markets from their combined experience of 40 plus years of working with Community Supported Agriculture (CSA), beginning in the early years of skepticism about the CSA model to the periods of rapid growth and optimism followed by today&rsquo, s challenges regarding market saturation, competition from mainstream foods, complex logistics, and cultural disconnect. Through Cooperative Extension appointments in California, Vermont, and Washington, the authors have supported farmers as they have adopted CSA models and then adapted these models in response to changing consumer demand. This article examines the term and concept of CSA and how it has evolved in practice in different parts of the United States and at times been misused and co-opted for marketing purposes. We explore recent variations on the CSA model, including Farm Fresh Food Boxes (F3B), and discuss economic factors, marketing considerations, environmental stewardship, and community connections. The article concludes with projections for the future of CSA and the importance of maintaining authentic and beneficial relationships between farmers and consumers.

The production of maple syrup is an important cultural and economic activity directly related to the climate of northeastern North America. As a result, there are signs that climate change could have negative impacts on maple syrup production in the next decades, particularly for regions located at the southern margins of the sugar maple (Acer saccharum Marsh.) range. The purpose of this survey study is to present the beliefs and opinions of maple syrup producers of Canada (N = 241) and the U.S. (N = 113) on climate change in general, its impacts on sugar maple health and maple syrup production, and potential adaptation measures. Using conditional inference classification trees, we examined how the socio-economic profile of respondents and the geographic location and size of respondents’ sugar bushes shaped the responses of survey participants. While a majority (75%) of respondents are confident that the average temperature on Earth is increasing, less than half (46%) believe that climate change will have negative impacts on maple syrup yield in the next 30 years. Political view was a significant predictor of these results, with respondents at the right right and center-right of the political spectrum being less likely to believe in climate change and less likely to anticipate negative effects of climate change on maple syrup production. In addition, 77% of the participants indicated an interest in adopting adaptation strategies if those could increase maple syrup production. This interest was greater for respondents using vacuum tubing for sap collection than other collection methods. However, for many respondents (particularly in Canada), lack of information was identified as a constraint limiting adaptation to climate change. SL and AP were partly funded by the CICan Career-Launcher Internship program. AA was supported by Spanish Government through the Juan de la Cierva fellowship program (IJCI- 2016-30049).

Agritourism is growing in popularity throughout the United States of America, Europe, and many other countries around the world. By blending tourism with agriculture, agritourism enterprises allow farmers to diversify core operations and keep farmland in production while educating visitors, preserving scenic vistas, and maintaining farming traditions. However, agritourism comes with challenges and is not for every farm. It requires different skills than traditional farming operations, and farmers interested in agritourism often have difficulty finding support for technical assistance and networking opportunities to ensure best practices.

Visiting farms and ranches to experience agricul­ture and celebrate harvests is an age-old tradition. In the U.S. and many other countries, this tradition is the basis of an emerging industry known as “agritourism.” Although agritourism appears to be growing in many parts of the U.S., confusion about agritourism limits the ability of researchers and agricultural interests to fully understand this sector’s economic importance and to support its performance over time. A universal understanding of agritourism is needed for clear communication, reliable and consistent measurement, informed policies, and programs that support farms and ranches and their communities. To that end, the authors present a conceptual framework that incor­porates core and peripheral tiers, as well as five categories of activities, including direct sales, edu­cation, hospitality, outdoor recreation, and enter­tainment. The goal of this viewpoint is to stimulate commentary and debate that furthers our collective understanding of agritourism as it becomes an increasingly important industry in the U.S. COMMENTS AND FEEDBACK on this proposed framework are welcome at JAFSCD's Facebook page !

Maple production is an important part of local food systems in the Northeastern U.S. and Canada, where producers rely on maple as a source of income and as the basis for longstanding family and community traditions. Like many other sectors of the food system, maple production is vulnerable to climate change because of its potential impacts on forest type, tree health and vigor, and timing of sap flow. Since maple producers depend on the health of sugar maples for their livelihood and cultural traditions, adapting to changes in maple production will likely be necessary in the future and will require planning. The goal of this study is to assess the perceptions of maple producers and engage them in the development of strategies for adapting to the potential impacts of climate change. The mixed methods research approach for this study included interviews and a survey of maple producers in the Northern Forest region of New York and Vermont. Results indicate that more than half of the maple producers who responded to the survey expressed concerns about climate change, and more than two-thirds had already made or were planning to make modifica­tions to their businesses. Two factors that were identified as most important to respondents when assessing adaptability to climate change are resili­ency of the maple producers’ sugar bush and the producers’ ability to adopt new technologies. These findings are not just relevant for maple production; they have important implications for climate change adaptation of food systems.

Using the concept of PES, the Bobolink Project moves environmental economics research beyond measuring values and into the development of efficient markets to capture those values and maximize their ability to support ecosystem services (ES). Beginning in Rhode Island and then expanding to Vermont, the project employed a novel approach, where crowd-sourced pledges for ecosystem services were matched with landowner bids. Specifically, hayfield owners with nesting habitat for grassland birds were invited to participate in a uniform price auction to adopt “bird-friendly” haying practices in exchange for compensation. Simultaneously, private citizens were asked to engage in an innovative pledging process, inspired by Lindahl pricing, where funds would be used to compensate landowners. Resulting ES included viewscapes, flora, fauna and sounds generated from the contracted hayfields. After three pilot seasons supported by a research grant that resulted in 1089 acres of safe habitat for ground-nesting birds in Vermont, the project administration transitioned to Audubon Societies and expanded to include Massachusetts, Connecticut, New Hampshire, Maine, and New York. The success of the project suggests that this approach may be appropriate in other contexts where targeted ES include flagship species, and landowner-sellers can enter into contracts to deliver clearly-defined outcomes valued by donor-buyers.

Tourist transportation is a major contributor of emissions and environmental pollutants. Eco-labels can encourage more sustainable tourism by informing consumers’ purchasing decisions, while utilizing market forces to initiate environmental responsibility among competing firms. The Green Coach Certification pilot eco-label program was introduced to the motorcoach industry in 2009 as part of a university research program. Although the literature addresses relationships between end-user consumers and eco-labels, little research has been published on mid-supply chain actors and tourism eco-labels. Tour operators are intermediaries between end-users and motorcoach operators and are important potential consumers of eco-labeled transportation services. To understand the role of tour companies as both consumers and providers of green services and eco-labeled products, a survey was administered to North American tour operators. Results demonstrate tour operator interest in a tourism transportation eco-label; howe...