I have just finished listening to a helpful audiobook entitled "Pick-Your-Own Farming: Free Yourself from Farmers Markets and Join the Agritourism Revolution!" by Megan Neubauer on Audible. I would call it helpful because the writer shared her experiences in building, running, and operating her pick-your-own farm, called "Pure Land Farm."
From her explanation, we could learn to implement the same principles of pick-your-own farm here in Indonesia, and of course anywhere in the world, with the adjustment to the local value and condition, besides the conventional market destination, such as traditional market, farmers market, Community Supported Agriculture (CSA), and wholesale market.
I want to share with you about the insights and key takeaways from this audiobook. Happy learning, and enjoy!
Introduction
The journey of Pure Land Farm began in 2012 when Megan Neubauer and her father purchased a 28-acre property in McKinney, Texas, to launch a farming business. Initially, they operated as a market garden, selling their produce at local farmers markets, but despite their hard work and dedication to organic, regenerative practices, profitability remained elusive. They quickly realized that to make a decent living, they would need to scale up production significantly, which would ironically require more labor and infrastructure, further eating into their meager profits.
The authors highlight a critical issue in modern small-scale agriculture: the difficulty of making a living wage solely through traditional market gardening. They note that while government policy and industry trends favor large-scale commercial agriculture, small farmers are often left struggling to survive under the "get big or get out" paradigm. Neubauer emphasizes that most new farms fail not due to a lack of passion, but because they simply cannot generate enough profit to pay the farmers for their labor.
A turning point came when they planted a blackberry patch in 2015, which unexpectedly drew customers eager to pick the fruit themselves. The immediate success of the blackberries and the customers' desire to pick other crops led the Neubauers to pivot their entire business model. In 2018, they transitioned from a market garden to a fully pick-your-own (PYO) operation, effectively reallocating the labor-intensive tasks of harvesting and marketing to the consumer.
This shift allowed them to join the "rarest class of small farms: profitable," without having to rely on volunteer labor or off-farm income to stay afloat. Neubauer asserts that by incorporating the picking and marketing into the product itself—selling the experience alongside the food—they could charge a premium while reducing their workload. This model proved to be less stressful and significantly more lucrative than their previous efforts at farmers markets.
The book draws heavy inspiration from Dr. Booker T. Whatley, a pioneer who advocated for diversified, small-scale PYO farming as early as the 1980s. Neubauer cites Whatley’s "Ten Commandments" for small farms, which include directives to be a pick-your-own operation, provide year-round cash flow, and shun middlemen "like the plague". Pure Land Farm organically adopted many of these principles, finding them essential for survival in the modern economy.
Neubauer stresses that this book is not a gardening manual but a guide to selling more through agritourism. She argues that once a farm generates more demand than it can supply, farmers can then focus on learning how to grow more. The PYO model addresses the "dirty secret" of market gardening—that many are not profitable—by creating a system where small farmers can actually pay their bills.
The introduction also touches on the fragility of the food system, exposed during the COVID-19 crisis when grocery shelves went bare. While local farmers saw a temporary spike in sales, buying habits largely reverted once supply chains stabilized. Neubauer argues that for a resilient food system, small farms must be economically sustainable businesses, not just passion projects.
Pure Land Farm’s success demonstrates that it is not necessary to "go big or go home". By cultivating just a few acres of blackberries and annual vegetables, they manage the operation as a twosome with only seasonal staff for greeting and checkout. This scale allows them to maintain a high quality of life without being overwhelmed by the demands of a massive agricultural enterprise.
Beyond financial success, the authors found deep fulfillment in the community connections fostered by agritourism. Inviting people onto the farm allows them to "loudly preach our farmy, earth-lovin' gospel" not through lectures, but by letting visitors experience the land firsthand. This tactile engagement helps cultivate a respect for nature and healthy eating, especially among children.
Neubauer notes that the PYO model creates a powerful feedback loop where customers, having experienced the effort of harvesting, gain a new appreciation for the food they eat. The joy visitors feel—often expressed by children eating carrots right out of the ground—reinforces the farmers' purpose. This connection converts casual visitors into advocates for local agriculture.
The book aims to provide the practical, current information that was missing when the Neubauers started their PYO journey. While the concept is not new, resources on executing it—from marketing to liability insurance—were scarce. They offer their experience to help other farmers leapfrog the trial-and-error phase and achieve profitability sooner.
Ultimately, the introduction serves as a call to action for aspiring and struggling farmers to consider agritourism. Neubauer envisions a future where more small farms thrive by inviting the community in, rather than grinding away in isolation. She challenges the notion that farming must be a struggle, offering a blueprint for a business where farmers can "pocket cold hard cash for their labor".
Part 1 - Agritourism in Theory
Chapter 1: The Advantages of Agritourism
Neubauer begins by dissecting the limitations of farmers markets, noting that while they are good for networking, they are often inefficient for sales. Market gardeners spend significant time picking, washing, and transporting produce, only to sell a fraction of it during a short window. Unsold produce loses quality rapidly in the heat, forcing farmers to take a loss on goods that required immense effort to grow.
The text highlights that farmers markets are often inconvenient for customers, operating for only a few hours on Saturday mornings. This limited availability restricts sales to those who can fit the market into their weekend schedule, missing a broader customer base. Furthermore, bad weather can ruin a market day completely, leaving the farmer "soaking wet with a week's worth of perishable product and an empty cash box".
Competition at farmers markets is another significant hurdle, as vendors often cannibalize each other’s sales. Shoppers spread their purchases across multiple stalls to support everyone, meaning no single farmer captures a large share of the wallet. Additionally, the presence of resellers—vendors selling wholesale produce as local—can undermine the integrity of the market and deceive customers.
Neubauer argues that wholesale and CSA models also have drawbacks, such as low margins and the logistical nightmare of delivery. CSAs, in particular, require a wide variety of produce that can be difficult for small farms to maintain consistently, often leading to customer dissatisfaction. The pressure to fill boxes can force farmers to buy produce from others, complicating their operations and reducing control.
In contrast, agritourism solves many of these problems by bringing the customer to the farm. The PYO model is "incredibly efficient" because produce is sold the moment it is harvested, eliminating the need for storage, packaging, and transport. This ensures the customer gets the freshest possible product while the farmer avoids the post-harvest labor slog.
Agritourism allows farmers to set their own hours based on crop availability, rather than conforming to a market's schedule. If rain interrupts a picking day, it can simply be rescheduled, unlike a missed market day which represents a total loss of that week's sales opportunity. This flexibility is crucial for maintaining a balanced lifestyle and reducing burnout.
The financial benefits are stark: PYO farms can sell significantly more produce because they are not limited by what they can fit in a truck. Neubauer notes that they now sell 40,000 pounds of food a summer—an amount they would have had to lift and move multiple times under the old model. This shift has allowed them to support two people fully without needing to expand their acreage.
A key advantage of PYO is the lack of direct competition; pure PYO farms are rare, and grocery stores cannot compete with the experience. Agritourism sells an experience that industrial agriculture cannot replicate: a connection to the land and the farmer. This distinction insulates small farms from price wars with supermarkets.
The physical toll of farming is also mitigated. Neubauer points out that delegating harvesting to customers is an "immense physical relief". Instead of hunching over rows for hours, the farmer manages the crowd, saving their body for the actual growing tasks. This is critical for longevity in a profession where the average age is nearly 58.
Time efficiency is another major plus; the authors reclaimed two full days a week by stopping market preparations. While administrative tasks like emails increase, these can be done comfortably indoors, unlike the physical grind of market prep. This time savings allows them to focus on growing better crops and expanding their season.
The emotional rewards of agritourism are profound, with customers frequently expressing gratitude for the experience. Neubauer describes the joy of seeing families leave with muddy, happy children, thanking the farmers for the opportunity to work in the dirt. This positive reinforcement is a daily occurrence at the farm, unlike the occasional thanks at a market.
Finally, agritourism serves a broader educational purpose, turning visitors into conscientious consumers. By exposing people to regenerative practices, farmers can influence buying habits and build support for local food systems. Children, in particular, benefit from this exposure, often becoming more willing to eat vegetables they picked themselves.
Chapter 2: Understanding Agritourists
Neubauer opens by addressing farmers' fears about letting the public onto their property, acknowledging the reputation of farmers as misanthropes. However, she assures readers that agritourists are generally "earnest people with sincere motivations" who are unlikely to cause trouble. In six years and 25,000 guests, she can count bad experiences on one hand.
The chapter emphasizes that agritourists have a different psychological profile than grocery store shoppers. While grocery shoppers prioritize cost and convenience, agritourists are motivated by the experience and the connection to the farmer. They treat farm spending differently, often willing to pay a premium for the privilege of picking their own food.
Perceived value plays a huge role; customers value the produce more because they worked for it. Neubauer recounts an anecdote where her aunt felt the prices were too high until she spent a day harvesting, after which she thought they should be raised. This participation creates a sense of ownership and appreciation that allows for higher pricing than traditional retail.
Surveys of Pure Land customers reveal that their top motivation is supporting local agriculture and building a relationship with the farmer. Finding the freshest produce and educating their children were also top priorities. Interestingly, low prices and convenience were the least important factors, cited by fewer than 20% of respondents.
The "my farmer" concept is explored as a deep bond where customers feel a sense of belonging and trust. Neubauer shares a story of a customer seeing her on TV and shouting "That's my farmer!", illustrating the intimate connection agritourism fosters. This relationship is built on trust in the farmer’s methods and the safety of the food.
Agritourists value organic and high-quality produce above all else. Neubauer warns that while the experience is important, if the "lettuce is full of holes," the customer will not perceive value. Therefore, regenerative growing practices that produce superior crops are essential not just for the environment, but for customer satisfaction.
Word clouds from reviews show that "great," "friendly," and "family" are the most frequently used descriptors, reinforcing the importance of the social and atmospheric aspects of the farm. The personal names of the farmers also appear frequently, highlighting the desire for personal connection.
Agritourists are diverse in age, race, and background, debunking the idea that this activity is only for a specific demographic. Neubauer notes hearing multiple languages in the field, reflecting the broad appeal of fresh food and nature. Every new housing development nearby is seen not as a loss of nature, but as a source of potential new customers.
The book categorizes agritourists into three types: purposeful, recreationist, and apathetic. Purposeful tourists are the "true believers" or regulars who come for the food and the farming aspect. They are the core customers who pickle, preserve, and bring gifts to the farmers.
Recreationists, or "tourists," view the farm primarily as an entertainment venue or a photo op. While they may only visit once a year, they make up the majority of overall demand. The goal is to provide such a great experience that these tourists are converted into regulars.
Neubauer points out that even a single visit per year from a family helps embed local agriculture into their lives. By offering a memorable, high-quality experience, farmers can increase the frequency of visits. In 2022, nearly a third of their guests visited two or three times, showing the potential for retention.
The chapter concludes by reiterating that the goal isn't to get everyone to buy everything local, but to get "millions of people doing it imperfectly". Agritourism is a gateway to this shift in consumer behavior. By understanding what drives these customers, farmers can tailor their offerings to maximize both satisfaction and sales.
Part 2 - A Practical Guide to Pick-Your-Own Farming
Chapter 3: Considerations Before You Begin
Starting a PYO farm requires careful consideration of land, law, and lifestyle. Neubauer advises that while existing farms can skip the basics, new farmers must navigate incorporation, tax structures, and land acquisition. She highlights the difficulty of finding affordable land, noting it as the number one challenge for young farmers today.
Leasing land is presented as a viable option for PYO operations since they require little permanent infrastructure. Neubauer suggests looking for land that isn't explicitly advertised, often by just driving around and talking to owners. Establishing a clear land-use agreement is crucial when renting to protect the business.
Urban farming offers unique opportunities, including the use of vacant lots or "land banks" in cities. However, prospective farmers must scrutinize physical attributes like soil quality, drainage, and water access before committing. Proximity to a population center is non-negotiable; PYO farms need to be near people to succeed.
Zoning laws can be a major hurdle, as cities often restrict agricultural use or on-site sales in residential zones. Neubauer warns that even if farming is allowed, selling produce on the property might not be, citing Austin's restrictive codes as an example. Potential farmers must verify their jurisdiction's rules to avoid being shut down.
Property taxes are another financial consideration, as agricultural valuations can significantly reduce the tax burden. However, qualifying for these exemptions can be difficult for small acreage farms, which often don't meet size or history requirements. Neubauer advises researching local tax codes early to avoid surprise bills.
Food safety laws, specifically the FSMA, apply even to small farms, though exemptions exist for those selling directly to consumers. Neubauer explains that Pure Land falls under a "qualified exemption," which simplifies compliance but still requires record-keeping. She urges farmers to stay informed about changing regulations through advocacy groups.
Liability insurance is essential for agritourism, as inviting the public onto a farm carries inherent risks. While some states like Texas have Agritourism Immunity Acts, they don't cover everything, so carrying a dedicated policy is smart. Neubauer notes that obtaining this insurance has become easier as the industry has grown.
Bookkeeping is described as a non-negotiable task for a profitable business. Using software like QuickBooks allows farmers to track production and sales precisely, which is vital for analyzing crop profitability. Neubauer suggests integrating receipt management into daily habits to avoid tax-season panic.
The chapter identifies five essential components for success, starting with access to a metropolitan area. Neubauer states that being within 30 miles of a population center is ideal, as most visitors won't drive further for vegetables. Rural farms may need to offer more "agritainment" to attract visitors from a distance.
Startup capital is necessary to ensure the farm is operational and visually appealing from day one. Neubauer advises against opening without the proper tools and infrastructure, as "no one wants to visit a crappy operation". Calculating costs beforehand prevents running out of money mid-season.
A hospitable climate during the picking season is crucial; nobody wants to pick in freezing rain or blistering heat. In Texas, this means wrapping up the season by July before the heat becomes unbearable. Farmers must adapt their crop planning to fit the comfortable weather windows of their region.
The ability to grow high-quality produce is fundamental; "no one wants to buy crappy vegetables". Neubauer encourages farmers to educate themselves through books, podcasts, and mentors to master their craft. Even with experience, crop failures happen, but resilience and problem-solving are key.
Finally, a personality that enjoys people is a prerequisite for PYO farming. Neubauer bluntly states that if a farmer dislikes talking to people at markets, they will hate agritourism. Success requires constant, friendly engagement with guests, viewing them not as a nuisance but as the lifeblood of the business.
Chapter 4: Growing Strategies to Maximize Variety, Yield, and Profit
The central strategy for PYO growing is to maximize variety within a condensed season. Unlike market gardeners who aim for year-round production, PYO farmers should focus on a specific window when the most high-value crops are ready simultaneously. For Pure Land, this is May through July, avoiding the inefficient shoulder seasons.
Neubauer advises against growing crops that require "fussy" inputs or don't generate sufficient revenue per foot. She explains that because the customers do the harvesting, the cost of growing different crops becomes largely equal, making revenue potential the primary decision factor. This simplifies the business to a numbers game based on yield and price.
Determinate tomato varieties are preferred over indeterminate ones for PYO operations. Determinate plants produce their fruit in a concentrated burst, which aligns better with the high-volume traffic of a short picking season. This avoids the issue of having vines that trickle production over months when customer traffic might be low.
The authors stress the importance of tracking revenue per row foot to identify winners and losers. For example, onions initially yielded poorly until they optimized spacing, but they were kept because they are a reliable staple. Conversely, crops like okra were dropped because they produce too late in the hot season.
Picker psychology is a major factor; agritourists do not pick efficiently like farmers. They tend to "high grade," picking only the best fruit and skipping plants, which requires the farmer to plant more than strictly necessary to ensure customer satisfaction. Neubauer notes that guests often won't pick from the bottom of a plant or deep inside the foliage.
To mitigate waste and damage, the farm must be "manicured" to some extent, with weeds kept under control so pickers feel comfortable. A tidy farm encourages people to explore more rows and pick more produce. Regular cleanup picks by staff are necessary to remove overripe or damaged fruit that guests ignore.
Neubauer suggests growing familiar varieties rather than obscure heirlooms. While market foodies might love purple carrots, the average family wants the orange ones they recognize. Planting what the customer expects ensures that the crop actually gets harvested and sold.
Crop supports are essential not just for plant health but for the guest experience. Upright plants are easier to pick and less intimidating than sprawling vines on the ground. Trellising tomatoes and cucumbers makes the fruit visible and accessible, increasing the likelihood it will be picked.
The book advises planting varieties that continue to ripen off the vine as insurance against unskilled pickers. Customers often struggle to identify perfect ripeness, so crops that can forgive a slightly early harvest reduce waste. This prevents the loss of revenue from fruit that is picked under-ripe.
Pricing strategies should be based on unit prices familiar to grocery shoppers, even if sold by the pound. For lightweight items like jalapenos, a per-pound price can be higher because customers typically buy small quantities. However, heavy items like watermelons may be unprofitable if the per-pound price makes a single fruit exorbitantly expensive.
The layout of the field should facilitate traffic flow and prevent bottlenecks. Wide rows accommodate strollers and wagons, making the experience family-friendly. Clear signage at the end of every row helps orient guests and provides crucial picking instructions.
Back-up plants should be ready to replace those destroyed by pickers. Neubauer mentions that visitors, both children and adults, occasionally uproot plants entirely by accident. Having transplants ready allows the farm to maintain full production capacity despite these mishaps.
Finally, the authors emphasize the need to constantly evaluate crop performance and adjust the mix. If a crop isn't being picked clean, they plant less of it or drop it; if it's selling out, they plant more. This iterative process tunes the farm's output to the specific demands of its customer base.
Chapter 5: Marketing and Finding Your People
Marketing for a PYO farm is primarily about education: teaching people that the farm exists and how to use it. Since the model requires customers to book a slot and drive out, the barrier to entry is higher than a grocery store, demanding clear communication. The goal is to convey that the farm offers exactly what they value: fresh food and a connection to nature.
A strong online presence is non-negotiable, serving as the primary way customers find and share the farm. Neubauer insists on a professional, up-to-date website that answers questions before they are asked. She advises against using a "contact us" form, which invites endless individual queries, and instead recommends a robust FAQ.
The FAQ page is a critical tool for managing customer expectations and reducing administrative work. It should cover everything from bathroom availability ("wholly adequate Port-a-Potties") to pet policies ("no doggos"). Linking to this FAQ in auto-replies saves the farmer from typing the same answers repeatedly.
Social media is treated as a two-way conversation to build community and engagement. It’s less about viral fame and more about connecting with the local audience that can actually visit the farm. Neubauer suggests using social media to showcase the fun and beauty of the farm, reinforcing the "my farmer" connection.
Email marketing is described as a powerful tool for driving sales during the season. Weekly emails announcing what is ripe and when spots open are essential for filling booking slots. These emails should always include a direct link to book, making the process seamless for the customer.
Branding starts with a clear, memorable name that identifies the business as a farm. Neubauer warns against names that are hard to spell or misleading about the business type. A good logo should be recognizable and look good on merchandise, which turns customers into walking billboards.
The "Picking Guide" on the website serves as a resource for customers to learn how to store and cook their harvest. This adds value by helping guests utilize the produce they pick, reducing food waste and increasing satisfaction. It also positions the farmer as a knowledgeable resource.
Neubauer advises against wasting time on in-person marketing events like health fairs. The return on investment for these events is low compared to the reach of digital content. Time is better spent creating social media posts that live forever on the internet.
Auto-replies on email and social media are "your new best friend". They manage customer expectations about response times and direct people to the FAQ or booking page immediately. This system allows the farmers to focus on farming rather than being glued to their phones.
Leveraging the community is key; word of mouth is the most authentic form of marketing. Happy customers will tell their friends, effectively doing the marketing work for the farm. Neubauer encourages cultivating relationships with local influencers and regulars who champion the farm.
During the off-season, the marketing focus shifts to maintaining awareness without being annoying. Occasional updates keep the farm in customers' minds so they are ready when the season opens. Presales for season passes can also generate cash flow during winter.
The chapter emphasizes transparency about what the farm does and does not offer. Explicitly stating "We do not grow corn" or "We do not have animals" prevents disappointment. Managing these expectations upfront leads to better reviews and happier visitors.
Finally, the authors highlight the importance of "donation picks" or gleaning events at the end of the season. These events support local food banks and generate tremendous goodwill in the community. It turns potential waste into a charitable act that reinforces the farm's values.
Chapter 6: Running Your Picking Season
The operational goal of the picking season is simple: everything gets picked, and everyone has fun. Achieving this requires a smooth, organized flow from the moment guests arrive. The check-in area should be the first thing visitors see to prevent confusion and wandering.
Infrastructure needs are minimal; Pure Land operates with tents, tables, and scales, without permanent buildings. This low overhead is a strategic choice that keeps the farm profitable and flexible. Neubauer argues that customers come for the crops and the outdoors, not a fancy barn.
A reservation system is the backbone of a successful PYO operation. By requiring guests to book spots online, the farm controls the crowd size and virtually eliminates no-shows. This system ensures a pleasant, uncrowded experience for guests and manageable traffic for the staff.
Staffing is kept lean, with roles clearly defined: greeter, field floater, and cashiers. The greeter is essential for welcoming guests and explaining the rules, setting the tone for the visit. Staff must be friendly, thick-skinned, and able to work in the heat.
Pricing should align with local retail rates, not wholesale or bulk prices. Agritourists are not looking for a bargain; they are paying for the experience and quality. Neubauer recommends posting prices clearly in multiple locations to avoid sticker shock at checkout.
Handling cancellations and weather requires a firm but fair policy. Pure Land refunds admission if cancelled by midnight the night before, but not for day-of cancellations or no-shows. Weather decisions are made the morning of the pick to avoid unnecessary cancellations due to inaccurate forecasts.
The "farm rules" must be posted and communicated to protect the crops and guests. Rules cover basics like where to walk and how to handle plants, but enforcement is usually gentle guidance. Damage is inevitable, but supervision minimizes it.
Managing "wounded soldiers"—produce picked and abandoned in the field—is a specific frustration. Staff perform cleanup walks to retrieve this produce, reducing waste. While annoying, the authors note that PYO losses are still far lower than market waste.
Parking can become a bottleneck if not managed well. Parking lines should be set by staff cars or clearly marked to maximize capacity. On wet days, traffic flow must be monitored to prevent the lot from becoming a mud pit.
Checkout is the final impression, so efficiency is key to prevent long lines in the heat. Guests are encouraged to sort their baskets by crop while waiting, speeding up the weighing process. Staff are trained to handle produce gently and pack bags logically.
To manage surplus crops, the farm can increase the number of booking spots or offer specials. Conversely, if crops are scarce, booking slots are reduced to preserve the guest experience. This dynamic adjustment is crucial for balancing supply and demand.
Stress management is vital for the farmers during the intense eight-week season. Neubauer suggests setting boundaries, such as not accepting social invitations, to preserve energy. Relying on a good team and taking small breaks helps prevent burnout.
The chapter concludes with a reminder that despite the stress, the focus must remain on produce quality and guest experience. If quality drops, the season should end early rather than disappointing customers. Maintaining high standards ensures guests return year after year.
Chapter 7: Other Agritourism Activities
While picking is the core business, other activities can supplement income and maximize farm utility. Pure Land offers "Field Trips" in the spring before the picking season begins, utilizing the farm when it is otherwise closed to the public. These educational tours generate about 3-4% of annual revenue but serve as excellent marketing.
Field trips are structured to be educational, covering topics like plant parts, bugs, and soil health. Activities are tailored to age groups, from preschoolers to adults, and often include a hands-on planting activity. This programming aligns with state educational requirements, making it attractive to schools.
Neubauer highlights the potential of hosting homeschool groups, a growing demographic looking for social and educational outings. These groups are often flexible and eager for science-based content. Scout troops are another target audience, with programs designed to help them earn merit badges.
Adult field trips are also popular, essentially the same program but "BYO" (bring your own beverages). These events cater to adults wanting to learn about gardening and regenerative agriculture in a relaxed setting. It taps into the curiosity adults have about where their food comes from.
The authors advise against overcomplicating these add-ons; stick to what you know. If you aren't a chef, don't try to run a restaurant; instead, partner with local chefs for farm dinners. Collaborations, like the "Outstanding in the Field" dinner, bring prestige and new audiences without requiring the farmer to cook.
Managing expectations for these events is crucial. Guests must know clearly if picking is "not" included in a tour to avoid disappointment. Detailed descriptions on the booking page help prevent misunderstandings.
Other potential activities include photography sessions, camping, or yoga, depending on the farm's assets. However, every new activity should be vetted for its return on investment and impact on the farmers' workload. The goal is to enhance the business, not distract from the main revenue driver.
The chapter notes that field trips can be led by staff, freeing the farmer to focus on production. A well-trained greeter or guide can handle the groups effectively using a standard script. This scalability is important for keeping the workload manageable.
Safety and engagement are priorities during tours. Kids need to be kept active with bug hunts or planting, rather than just listening to a lecture. A commanding but fun guide keeps the chaos of a group of children under control.
Neubauer suggests using simple, reusable materials for these classes, like laminated posters and seed jars. This keeps costs low and setup easy. The focus remains on the content and the environment rather than expensive props.
Farm tours can also be fundraisers for local nonprofits, strengthening community ties. Pure Land hosts tours for the Seed Project Foundation, furthering their mission of supporting local food. These events position the farm as a community pillar.
Ultimately, these activities are about "peeling back the curtain" on farming. They provide a deeper level of engagement than a simple PYO visit, fostering true advocates for the farm. Guests who take a tour often return to pick, completing the customer lifecycle.
The key takeaway is to start small and expand only as resources allow. By leveraging existing assets—the land, the crops, and the farmer's knowledge—agritourism can be diversified with minimal risk.
Chapter 8: Go Forth
The final chapter serves as an impassioned plea for the viability and necessity of small farms. Neubauer reflects that without the PYO model, Pure Land Farm likely would have gone out of business like many of its peers. Agritourism was the lifeline that allowed them to continue their work.
She argues that the current system of "hobby farming" by retirees or those with outside income is not sustainable. We cannot build a robust food system on the backs of people who don't need to make money. Real sustainability requires that farming be a profitable career for young people.
The disconnection between the public and their food source is identified as a major hurdle. People won't pay the true cost of food because they don't understand the effort required to produce it. Education is the bridge to solving this economic disparity.
Agritourism is presented as the most effective tool for this education because it is fun and immersive. It taps into a primal "lizard brain" impulse to gather food, which has the power to move people deeply. When people experience the farm, they stop being apathetic about food issues.
Neubauer emphasizes that the impact of a small farm extends beyond the food it produces. By inviting the community in, farmers create a ripple effect of awareness and care for the environment. This "winning of hearts and minds" was an unexpected but profound result of their journey.
The author encourages farmers not to feel small or overwhelmed. Stewarding even a small patch of earth is described as an "awesome gift and responsibility". The value of this work goes beyond money, touching the lives of thousands of visitors.
There is a desperate need for more farmers to restore land and build local food systems. Neubauer wants to see a surge of profitable small farms ringing every city. She believes this decentralized network is key to resilience and health.
The book concludes by acknowledging the difficulty of the work but affirming its worth. It calls on farmers to stop hiding their struggles and instead show the public the reality of their labor. Transparency fosters respect and support.
Neubauer references Dr. Whatley one last time, reinforcing that the path to success has been known for decades. The challenge now is to execute it with modern tools and renewed energy. Agritourism is the vehicle for this execution.
The tone is hopeful and empowering, urging readers to take the leap. Neubauer shares a vision where small farms are not just surviving but thriving centers of community. She wants the reader to be part of this revolution.
Final advice includes taking care of oneself and maintaining perspective. "They're just vegetables. We're not saving lives here," she reminds us, to keep the stress in check. But in a way, she argues, they are saving a way of life.
The book ends with a wish for the reader's success and a reminder of the joy of growing things. It is an invitation to join a movement that is as much about people as it is about plants. "Go forth and share the pure joy of growing things".
