Upping your Retail Game
Retail Therapy
In a recent survey, NAFDMA learned that a large number of our farm members struggle with retail displays, traffic patterns, and merchandising. This is not new, and nearly all agritourism locations have a retail display of some sort, even if it is just a pile of pumpkins or a stack of limes for purchase.
Resources
NAFDMA has held several different sessions over the years for retail best practices and determining products that will work for your customer base. A few different options can be accessed for free by members using the Education Center on our website and clicking on the various options in the Retail section.
Ideas
One great tip - display your offerings in a different way. Hang a ladder from the ceiling and have gourds attached to it for selection. This not only brings the eye up, but it engages a space that may not be used otherwise. It has the additional benefit of being eye-catching, as no one expects a ladder to sport hanging gourds. Be sure to also cross-merchandise. Next to the pile of pie pumpkins, have some pre-made pie crusts so a family can take home both to make their own homemade pie. Or have sets of carving tools for purchase so the family doesn't have to go elsewhere for their Jack-o-lantern supplies.
Stay Consumer Focused
Whatever products you have, put your mind into the space of a consumer and what will either make their life easier, or will capture their sense of delight and surprise. You will feel some "retail therapy" in no time!
RECENT ARTICLES
Guest Article by Christine Hawks, NAFDMA Membership and Events Manager If you want to challenge your notion of what it means to be alone, visit your library for a copy of Solitude - In Pursuit of a Singular Life in a Crowded World by Michael Harris. And, then earn some bonus points, if you can truly spend several hours alone. Sounds simple enough, right? Agriculture can be isolating and much of the work as agritourism owners and operators, especially during the off-season, might be done alone. But, are you really alone? First, let’s agree on a shared understanding of the states of alone and loneliness. Similar sounding words with very different meanings. Alone is generally accepted to reference a physical state of being by yourself. Whereas loneliness is generally used to describe sadness or feeling disconnected. On our farms, we likely experience both from time to time. And, believe it or not, being alone does have its benefits. Even in the most rural of communities, we’re still connected digitally. Can you recall the last time that you were actually alone for a day - No text messages, no email communication, no cordial greeting with the mail delivery person or your neighbor across the field? I recently tried this challenge and found that it’s more difficult than I could have imagined. I have an elderly mom, so I never feel like I can ignore text messages for a day. I was expecting a delivery of medication for my dog, so I kept checking email because I needed to monitor the tracking schedule. My neighbor came over to chat when she noticed me out mowing the yard. But, as Harris references in his book, we need that alone time, the solitude. And, I’ll take it one step further, we need the mundane in our lives. Two heads can be better than one when focused on an analytical, straightforward problem, but what if you’re trying to coax your next big idea or tackling a complex challenge? Spending time alone and allowing your mind to wander, might just be the solution that you’re looking for. We have ample opportunities to give ourselves this time and space within the routine of our farms. Mucking out stalls? Skip the podcast for an hour and let your mind focus where it will. Mowing the walking paths? Let the hum of the mower lull your mind into a relaxed state. These seemingly mindless chores can allow your thoughts to flow unbound, and you might be pleasantly surprised by what bubbles up when you give your mind the freedom from focus and concentration. I believe I know the only cure, which is to make one’s center of life inside of one’s self, not selfishly or excludingly, but with a kind of unassailable serenity - to decorate one’s inner house so richly that one is content there, glad to welcome anyone who wants to come and stay, but happy all the same when one is inevitably alone. - Edith Wharton, American author
Agritourism has grown from a niche add-on to a genuine draw for travelers — and understanding why can help NAFDMA members make the most of it. Here's what's driving the interest, and a few tips for turning that interest into overnight guests. Why agritourism resonates right now Travelers increasingly want experiences over amenities. A night spent on a working farm — surrounded by orchards, vineyards, or pasture instead of a parking lot — offers something a hotel or campground simply can't: a direct connection to where food comes from and the people who grow it. For farms, that shift in demand is an opportunity. Visitors aren't just passing through; they're looking to learn, taste, and engage. Why this matters to the RV community specifically RV travelers are natural agritourism guests. They already prioritize slower, more scenic routes over interstate rest stops, and they tend to seek out destinations with character. That's a big part of why Good Sam Overnight Stays exists: it connects RVers with agritourism properties — farms, wineries, breweries — willing to host them overnight. The program is backed by Camping World (largest RV dealer in North America) and reaches Good Sam's 600,000+ Elite Members, all of whom have access to it as part of their membership. For farms, that's a built-in audience of travelers actively seeking exactly what agritourism offers. Tips for turning interest into visits ● Lead with the experience, not just the stay. RVers remember the farm stand conversation or the sunrise over the vines more than the parking spot itself. ● Make it easy to say yes. Clear information on hookups, access, and hours reduces hesitation for a traveler deciding where to stop. ● Encourage lingering. Longer stays often lead to more time spent exploring the property, shopping the farm stand, or booking a return trip. ● Word of mouth travels fast in the RV community. A great first-time host experience often turns into repeat visits and referrals to fellow travelers. ● Start small. Hosting doesn't require a set schedule — hosts can offer as many or as few nights as make sense for their property. Getting started Joining Good Sam Overnight Stays as a host is free, with no reservation minimums and full control over which nights are offered. Good Sam’s team handles the marketing and member support, so hosts can focus on running their farm and delivering the experience travelers are looking for. For NAFDMA members exploring new ways to bring visitors to the farm, Overnight Stays offers a simple entry point into agritourism's fastest-growing audience: the RV traveler. Join here: https://hostovernightstays.goodsam.com/become-a-host For any questions, please reach out to Good Sam’s Partnerships Manager Kyle Mackowiak – kyle.mackowiak@campingworld.com
Fresh donuts can be one of the most memorable—and profitable—food offerings at an agritourism operation. The aroma draws guests in, encourages impulse purchases, and can turn a simple concession item into a signature farm experience. Start with a Signature Product Before adding multiple flavors and toppings, perfect one high-quality donut your team can produce consistently. Ask: Can every team member make the same product? Can quality be maintained during peak attendance? Are guests receiving a fresh donut every time? Consistency builds guest trust and gives them a reason to return. Let Guests See—and Smell—the Process Agritourism operators have an advantage over traditional retailers: guests can experience the product being made. Whenever possible, make production visible. Watching donuts fry, move through the line, or receive a cinnamon-sugar coating builds anticipation and reinforces freshness. Allow the scent to waft into nearby areas, if possible. The sights and smells are part of the attraction. Design the Program for Busy Days Long lines and slow service can quickly limit sales. Review the entire purchasing process, from ordering to payment and pickup. Consider: Separate ordering and pickup areas Grab-and-go packages Express lines for popular items Additional registers during peak weekends A great product still needs to be easy to purchase. Increase Sales with Bundles Pair donuts with complementary products to increase the average transaction. Popular combinations include: Donuts and cider Donuts and coffee Family-sized take-home packs Donuts and ice cream Seasonal flavor assortments Instead of selling a single item, create a complete farm experience. Create Reasons to Return Keep your signature donut consistent, but introduce limited-time flavors throughout the season. Maple, pumpkin, strawberry, blueberry, caramel apple, and holiday-inspired varieties can generate excitement, repeat visits, and social media content. Limited availability also creates urgency and encourages guests to purchase while the flavor is available. Build Strong Production Systems Document recipes, frying times, coating procedures, packaging standards, and cleaning schedules. Cross-train team members so production does not depend on one employee. Track hourly sales, attendance, weather, and seasonal trends to improve forecasting. Producing in smaller batches throughout the day can help maintain freshness while reducing waste. Make Donuts Part of Your Marketing A signature donut can market your operation long after the guest leaves. Branded packaging, creative toppings, seasonal flavors, and behind-the-scenes videos encourage guests to take photos, share their experience, and introduce your farm to new audiences. Avoid Common Mistakes Operators can strengthen their donut program by avoiding: Too many menu choices at a time Hidden production areas Long wait times Unappealing packaging Overproduction and waste Inconsistent quality The Bottom Line The strongest donut programs combine quality, consistency, efficient service, and guest experience. When guests can smell the donuts, watch them being made, purchase them easily, and take home a product worth talking about, donuts become more than a menu item. They become part of the memory—and an important revenue opportunity for the operation.