Managing Excellence in Agriculture 2004

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Managing Excellence in Agriculture 2004
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Family Farm Diversificationthrough Agritourism

• Presented By
• Jane Eckert
• Eckert AgriMarketing

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Eckerts History - 1930
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Eckerts History - 2004
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Job Description Farmer

• Soil Expert
• Pest Control Detective
• Equipment Operator
• Livestock Breeder
• Tree Pruner
• Irrigation Expert
• Certified Mechanic

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Job Description Farmer 2004

• ADD
• Retailer
• Marketing Expert
• Product Development
• Packaging Designer
• Tourism Professional
• Special Event Organizer
• Advertising Copywriter

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Ultimate Paradox

• For so many of our family farms, the only way
  to continue in farming, is to actually transform
  the farm into something beyond agriculture.

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Average income in farm households

• 2002
• On-Farm Income 19,103
• Off-Farm Income 24,455
• Average Household Income 43,558
• Percentage of off-farm income 56
• -Statistics Canada

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Strategies for Diversification

• Direct Farm Marketing
• Value-Added Enterprises
• Ag Tourism

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Direct Farm Marketing

• WHAT IS IT?
• Selling what you grow or raise directly to the
  consumer

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Direct Farm Marketing

• HOW IS IT DONE?

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Direct Farm Marketing

• HOW IS IT DONE?

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Direct Marketing

• HOW IS IT DONE?

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Direct Marketing

• HOW IS IT DONE?

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Direct Marketing

• HOW IS IT DONE?

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Value-Added Enterprises

• WHAT IS IT?
• Taking products that are grown or raised on the
  farm, and through further processing, creating a
  new product.

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Value-Added Enterprises

• HOW IS IT DONE?
• Strawberries, Peaches or Grapes into jams and
  jellies
• Grapes into wine
• Apples into apple pie or cider
• Fresh herbs into gourmet vinegars
• Goats milk into goats cheese

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Requirements for Value-Added Enterprises

• Capital for development, equipment, labor,
  facility, packaging, shipping, etc.
• Space for processing facility
• Marketing ability

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Approaches to Value-Added Enterprises

• Tap into an existing market
• Create an innovative product

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Approaches to Value-Added Enterprises

• Small scale, just sell locally (producers
  selling their salad dressings in the local
  supermarkets)
• Website
• Big scale, move onto a national market with a
  branded product

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Advantages of Value-Added Enterprises

• Increase revenue on your farm
• Increase the margins on your product
• Create your own brand brand extension
• Provide more employment on your farm
• Use distressed products or seconds

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CHUDLEIGHS
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CHUDLEIGHS
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SUNWORKS FARM
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SUNWORKS FARM
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KURTZ ORCHARD
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KURTZ ORCHARD
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SEEDS FOR CHANGE
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What is Agritourism?

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Trends in Travel

• Travelers want nostalgia and heritage

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Trends in Travel

• Travelers want nostalgia and heritage
• Canadians travel more within their own province
  than out of province

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Trends in Travel

• Travelers want nostalgia and heritage
• Canadians travel more within their own province
  than out of province
• Travelers are looking for new experiences

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Trends in Travel

• Travelers want nostalgia and heritage
• Canadians travel more within their own province
  than out of province
• Travelers are looking for new experiences
• Travelers goal strengthen family relationships

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• Canadian agritourism today offers tremendous
  potential to provide the unique experiences and
  learning opportunities that domestic and
  international travelers are seeking in
• increasing number.
• -Randy Williams, President and CEO
• Tourism Industry Association of Canada

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Young families can have an entire days
entertainment at a farm for a very economical
price. And older tourists want to take a
grandchild to see what their own childhood was
like. -Brent Warner, BCMAFF Industry
Specialist
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All Trends Lead to Agritourism
Nostalgia Heritage
Intra-province travel
New experiences
Strengthen relationships
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What is Agritourism?

• Working Farms

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• Ag Tourism is a way for farmers to diversify and
  earn income from a different industry - tourism.
  Many farmers and folks in related resource
  industry (fishery, aquaculture, forestry, etc.)
  are in possession of lands in the most scenic
  areas of the province.
• -Claire Hanlon Smith
• Planning and Development Officer
• Nova Scotia Department of Agriculture and
  Fisheries

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What is Agritourism?

• Working Farms
• Ranches

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What is Agritourism?

• Working Farms
• Ranches
• Wineries

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What is Agritourism?

• Working Farms
• Ranches
• Wineries
• Agricultural Businesses

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What does Agritourism provide?

• Enjoyment
• Adventure
• Relaxation
• Education

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• In Ag Tourism, were selling a unique and
  authentic experience a taste of life on the
  farm. Developing this experience can be a
  challenge for somebody who works on a tractor or
  in a field. But the rewards of working with the
  traveling public can be greatand sustainable.
• -Claire Hanlon Smith
• Planning and Development Officer
• Nova Scotia Department of Agriculture and
  Fisheries

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Where do we find Agritourism?

• Close to the city
• Part of rural cluster
• Remote areas in the country

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Why travelers enjoy Agritourism destinations?

• Entertainment

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Why travelers enjoy Agritourism destinations?

• Educational

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Why travelers enjoy Agritourism destinations?

• Experiential

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Why travelers enjoy Agritourism destinations?

• Outdoor Recreation Adventures

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Why travelers enjoy Agritourism destinations?

• Annual Seasonal Events

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Why travelers enjoy Agritourism destinations?

• Shopping Dining

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Why travelers enjoy Agritourism destinations?

• Farmhouses
• Ranches
• Old Barns
• Bed Breakfast
• Convention Facilities

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Why the travel industry promotes Ag Tourism?

• Unique specialty product

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• The rise of agritourism in Canada coincided with
  the tourism industry developing into distinct
  markets.
• -Randy Williams, President and CEO
• Tourism Industry Association of Canada

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Why the travel industry promotes Ag Tourism?

• Unique specialty products
• Variety expands product base
• Helps diversity of packaging
• Economic appeal

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SAUNDERS FARM
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SAUNDERS FARM
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SAUNDERS FARM
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NORTH BOW LODGE
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NORTH BOW LODGE
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GRIFFIN VALLEY RANCH
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GRIFFIN VALLEY RANCH
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SEEDS FOR CHANGE
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What Agritourism can do for the farmer

• Increase revenue from on-farm activities
• Protect against fluctuating markets
• Expand on-farm employment
• Provide off-season income
• Improve business sustainability
• Diversify farm operations
• Land preservation

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• Interest in Agritourism has steadily grown in
  Saskatchewans horticulture sector. Our
  producers see agritourism as another avenue to
  help them succeed.
• -Andrew Sullivan
• Provincial Vegetable Specialist
• Saskatchewan Agriculture, Food and Rural
  Revitalization

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• Agritourism is really taking off. Farmers need
  to see the big picture, that there are so many
  opportunities for them.
• -Bob Cobbledick
• Executive Director
• Ontario Farm Fresh Marketing Association

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Levels of Agritourism

• LEVEL 1 SIMPLE
• For example
• Sell what you grow
• Farm stand or tent
• Few animals
• School tours

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Levels of Agritourism

• LEVEL 1 SIMPLE
• For example
• Sell what you grow
• Farm stand or tent
• Few animals
• School tours

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Levels of Agritourism

• LEVEL 1 SIMPLE
• For example
• Sell what you grow
• Farm stand or tent
• Few animals
• School tours

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Levels of Agritourism

• LEVEL 2 INTERMEDIATE
• For example
• Pick-Your-Own Shopping for farm products,
• Wagon Rides jams jellies
• Corn Mazes Variety of childrens
• Food Concessions activities
• Barnyard petting Special events festivals
• animals

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Level 2 INTERMEDIATE
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Levels of Agritourism

• LEVEL 3 COMPLEX SOPHISTICATED
• For example
• Major shopping facility
• Full service restaurant
• Permanent restrooms
• Major special events
• Paved parking

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Level 3 COMPLEX
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How to create an agritourism destination

• Experience
• Experience
• Experience

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Agritourism Activities

• Shopping Food

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Agritourism Activities

• Entertainment Childrens Activities

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Agritourism Activities

• Outdoor and Recreation

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Agritourism Activities

• Demonstrations

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Agritourism Activities

• Tours

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Agritourism Activities

• Classes Workshops

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Agritourism Activities

• Lodging

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Agritourism Activities

• Festivals, Fairs Special Events

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Agritourism Activities
Concerts Craft Fairs Fine Art Shows Horse-Drawn
Rides Maplerama Sleigh Rides Quilt
Exhibitions Antique Tractor Day Border Collie
Sheep Herding Chili Cook-offs Corporate
Picnics Harvest Celebrations Llama Treks Cooking
Schools Shopping Cut Your Own Christmas
Trees Tours Touring
Calf Roping Rappelling Moonlight Trail Rides Dig
Your Own Mums Sledding Haunted Houses Ice Cream
Stands Gourmet Dining Cross Country
Skiing Pick-Your Own Miniature Golf Cut Your Own
Flowers Cheese Making Wine Cooking School Bird
Watching
Historic Re-enactments Scavenger Hunts Rodeo Rug
Braiding Cow Milking Train Rides Maple Syrup
Making Golfing Camping Wine Tasting Chuck Wagon
Dinners Antique Car Shows Skeet
Shooting Breakfast with Santa Cattle
Sorting Balloon Rides Trail Rides Spinning Wool
Ice Fishing Craft Classes Sheep Shearing Balloon
Lift Off Ice Skating Gardening Classes Scarecrow
Festivals Hayrides Themed Festivals Fee
Fishing Corn Mazes Bakeries Hiking Pig
Races Agricultural Museums Easter Egg Hunts Fee
Hunting Farm Stays
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Small Group Discussion

• Introduce yourself
• Talk about the province you represent
• Give examples of successful value-added
  enterprises
• Why are they successful
• Give examples of successful Ag Tourism
  destinations in your province
• Discuss possible Ag Tourism activities that
  could be developed in your province

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CFBMC Involvement

• Partnership with NAFDMA and BC Agritourism
  Alliance
• Publication Marketing on the Edge
• Sponsoring book on agritourism across Canada

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• Agritourism has become the face of
  agriculture, especially to urban residents who
  come to the country. It would be in the interest
  of large scale industrial agriculture to partner
  with the agritourism industry.
• -Brent Warner, BCMAFF Industry Specialist
• AgriTourism/Direct Marketing

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• Expertise is required to help establish industry
  value and growth potential. We need feasibility
  information for specific profit centres like
  retail, entertainment, educational activities,
  events, etc. This kind of diversification is one
  of the cornerstones to supporting a viable and
  sustainable ag industry at the farm gate.
• -Sharon Stollery
• AgriTourism/Direct Marketing Leader
• Alberta Agriculture Food and Rural Development

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Resources

• Provincial Department of Agriculture
• BC Agritourism Alliance
• Alberta Ag Tourism Initiative
• Tourism Industry Association of Canada
• North American Farmers Direct Marketing
  Association

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SPRINGRIDGE FARM
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SPRINGRIDGE FARM
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SPRINGRIDGE FARM
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Information

• Jane Eckert
• Eckert AgriMarketing
• Phone [phone]
• Fax [phone]
• Email jane_at_eckertagrimarketing.com
• Website www.eckertagrimarketing.com