How Farmers Can Turn Agritourism into a Viable Revenue Stream — Practical Advice from Farm Credit Mid-America

# Why agritourism is on the table Across the Midwest, producers facing price swings, labor changes, and generational shifts are looking beyond crops and livestock for income. Morgan Wullenweber, Growing Forward Manager with Farm Credit Mid-America, frames agritourism as both an earning opportunity and a way to reconnect consumers with how food is produced. Opening gates—through U-pick patches, corn mazes, farm markets, or event venues—creates direct customer interactions and new revenue channels.

# The consumer connection and family benefits Wullenweber stresses consumer education as a clear benefit. Bringing families onto the farm answers questions about production and can build trust. She also describes agritourism as a diversification tool that can help keep the next generation engaged on the farm by creating year-round or seasonal roles that support full-time involvement.

# A concrete example: Oak Hill Tree Farm

# Plan the business before you plant the pumpkin patch

# What lenders want to see When seeking startup capital or operating lines, lenders expect more than an idea. They want:

• A well-thought-out plan and operational roadmap.
• Realistic financial projections, including startup costs and anticipated revenue.
• Details on how the business will attract and serve customers.

Wullenweber says lenders look for plans that treat agritourism as a standalone enterprise within the farm business, including marketing and customer-service strategies.

# Practical startup considerations Before launching, work through these concrete items:

• Time and labor: Who will run the visitor side while fieldwork continues? Is there enough staff during peak seasons?
• Location and access: Is the site convenient for customers? Can you provide parking and safe visitor pathways?
• Insurance and liability: Factor liability coverage into startup costs.
• Infrastructure and safety: Paths, signage, restrooms, and ADA access can require upfront investment.
• Marketing: Identify how you will draw customers and set realistic attendance projections.

# Where to find more information Farm Credit Mid-America maintains a Farm Diversification Resource Page with materials to help producers evaluate agritourism opportunities. Wullenweber recommends using such resources to develop the detailed plans lenders require.

# Bottom line Agritourism can be a meaningful diversification option if it matches the farm's resources and calendar, is treated like a new business, and is supported by realistic financials and operational planning. Lenders will fund ventures that demonstrate clarity on costs, revenue, customer attraction, and day-to-day management.