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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

Increasing consumer interest in sustainable and organic farming practices

A rising consumer preference for sustainable and organic farming methods is significantly driving the agritourism market. The trend results from growing environmental awareness and a desire for healthier lifestyles. Agritourism visitors are increasingly attracted to farms where they can learn about and participate in organic farming, permaculture, and sustainable farming practices. Agritourism locations that emphasize and tell their stories about these practices will benefit by attracting consumers who value eco-friendly and health-conscious living.

Many studies show that consumers are willing to pay a premium for both organic and environmentally-friendly products. This is especially true for Gen Z and Millennials, the primary target market for most agritourism events. Farms' sustainable and organic farming methods can offer premium pricing. Here's the result of one study by McKinsey & Company.

Our company is currently working with the Williamson Family Farm, a 243-acre farm in Tennessee, for the design and development of both their wedding and event campus and their public festival grounds, as well as converting their crop areas to regenerative organic. The crops will be incorporated into all their private and public event foods and drinks and a future cidery that will produce regenerative organic cider. Additionally, a 2-acre demonstration garden is being developed for education tours about their farming practices. Featuring their regenerative organic crops will differentiate them from their competition, giving them a competitive advantage.

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