By Zoe Whitehead

More than 300 agritourism destinations in Indiana provide Hoosiers with endless opportunities to immerse themselves in the agriculture industry. From U-pick flower fields to wineries to spending a day on a dairy farm, visitors have the chance to experience the rich traditions of farming.

Indiana farmers provide these opportunities that benefit the lives of visitors, but how do agritourism ventures benefit farmers and their families?

The Jacobs family of New Castle, Ind., has a row crop farm, but they grew their operation with an apple orchard.

Where it started

The family was looking to expand their farm but knew it would be challenging to compete with larger operations for land. When the orchard down the road went up for sale, they knew this was the type of expansion they needed.

“My family bought it in 2002 from the Anderson family, Rex and Patty,” says Stephanie Jacobs, owner of Jacobs’ Family Orchard. “My dad and Rex got along, and Rex decided that my dad was the one.”

The orchard had been established long before the Jacobs or the Anderson families owned it. Originally, it was owned by the U.S. government before being acquired by several different families over the years.

With the orchard now a part of the Jacobs’ farm, the two operations supplement each other. Some years, the row crops do better. Other years, the orchard is more profitable than the crops.

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“We have had years where corn and soybean prices have been fantastic,” Jacobs says. “Some years it’s one way, some years it’s the other.”

USING THE WHOLE FARM: The pumpkins that are sold at Jacobs’ Family Orchard are not grown at the orchard. Instead, they grow on 25 acres of land at the Jacobs’ farm down the road. They are then hand-picked and hauled to the orchard.

The orchard has a farm store with baked goods, jams and jellies. They sell all their own produce and make their own apple pies and doughnuts. They have farm-themed play equipment, a sunflower trail and a U-pick flower patch. But the addition of the orchard hasn’t just been great for their family. It also has been great for the community’s mission to support local businesses.

Success in agritourism

Purdue University agricultural economics professor Maria Marshall says one of the many reasons agritourism businesses are around for many years is because consumers want to support local farmers.

“We have a lot of customers from Noblesville, Pendleton and that area,” Jacobs says. “And we bring in people from outside of Henry County.”

Consumers are searching for recreational activities that support local businesses.

“In a strong economic environment, agritourism will thrive as consumers look for outdoor recreational opportunities,” Marshall says.

But it isn’t always easy. Jacobs explains that any agritourism business requires significant effort, long hours and occasional setbacks. Much of the hard work the family invests happens behind the scenes, often unnoticed by others.

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“You have to put in a lot of hard work,” Jacobs says. “We have a lot of fantastic employees, and we could not do this without them, but I am working right beside them every day of the week.”

Expansion challenges

Farm families like the Jacobs family find their own sets of challenges when expanding their operations. The rising costs of equipment and supplies can strain budgets, while fluctuating market prices make it difficult to predict profits.

Farmland prices continue to rise each year, with new records in 2024. According to the recent Purdue Farmland Value and Cash Rent survey, the average price for top-quality farmland increased 4.8% from June 2023. Average and poor-quality farm ground saw an annual increase of 3.7% and 4.4%, respectively.

Increasing costs for farmland present a barrier that many smaller operations struggle to overcome. It is increasingly more challenging to compete with larger businesses that have more financial resources. Farm families must navigate not only the economic challenges but also the emotional toll that uncertainty and competition can bring.

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Jacobs’ Family Orchard is in Henry County near Mt. Summit, Ind. The orchard originally was bought from the U.S. government, and the Jacobs’ family is the third family to have it open to the public. Just one of the treats enjoyed by visitors to the farm store are these homemade doughnuts.

Agritourism provides a valuable opportunity for Indiana farmers, like the Jacobs family, to diversify and expand their previous operation. Families can have success with agritourism ventures, finding support in new sectors of the agricultural industry.

Check out resources

For farm families interested in expanding into an agritourism venture, there are resources available to help with operations.

“We are a part of an organization called North American Direct Farm Marketers Association,” Jacobs says. “The people who are a part of this organization are absolutely amazing.”

NAFDMA is a membership-based nonprofit organization focusing on the advancement of the farm direct marketing and agritourism industries. The organization is specifically designed for entrepreneurial farm families who invite customers to their farms.

NAFDMA members are eligible for industry roundtables, webinars, public relations crisis services, partnership deals and a supplier’s directory. Aside from these perks, Jacobs has created a network of support.

“We’ve all become friends over the years,” Jacobs says. “In the fall, they will come here. They’ll go to Tuttles, Beasley’s, Daugherty’s, and it’s not a competition between all of us.”

And besides visiting, if one orchard is struggling with their crop, their connections offer a helping hand. Jacobs knows that if they have a loss on their apple crop and need apples, then she can call, and they will help find apples.

“We all do our own things differently, and everybody enjoys supporting each other,” Jacobs says.

Whitehead is a senior in agricultural communication at Purdue University.