Across the Midwest, the mission of the modern farm family remains unchanged at its core: to produce food, fuel, and fiber for a growing world. Yet as economic headwinds, fluctuating commodity prices, and generational transitions challenge traditional operations, a growing number of producers are discovering that their most valuable unharvested asset might be the farm experience itself.
From U-pick pumpkin patches and corn mazes to on-farm venues and direct-to-consumer farm markets, agritourism has evolved from a niche side venture into a primary strategy for farm diversification and long-term financial resilience.
“When I think about the farmers and the upcoming generation that is going to take over, we still all have one mission and one responsibility—and that’s just to produce food, fuel, and fiber,” says Morgan Wullenweber, Growing Forward Manager with Farm Credit Mid-America. “But also, there’s an element to educate consumers about how agriculture works. Most people today are several generations removed from the farm.”
Opening the Gate to Consumer Trust
For many producers, opening the farm gates offers a double benefit: creating a new revenue stream while bridging the widening divide between urban consumers and rural production.
“It’s giving that unique opportunity, so to say, to open up the gates and answer questions and help those families better understand where the food comes from,” Wullenweber explains. “And for a lot of farming families, even in South Central Indiana, it’s also a tool for diversification to get the next generation back on the farm, if that’s what they choose to do. It’s really just a neat opportunity that has exploded to get the consumer out to rural America for them to see what we’re doing.”
That connection to the consumer can transform non-traditional ground into a profit center. Wullenweber points to Oak Hill Tree Farm in Montgomery County, Indiana, where producers Matt and Rachel transformed a row-crop operation by adding a U-cut Christmas tree farm and seasonal pumpkin sales—a move that earned them Farm Credit Mid-America’s 2025 Forward Thinker Award.
“That piece of diversification allowed her to be on the farm full-time, so now we have both parties on the farm full-time, which is great,” Wullenweber notes. “And it gives them an avenue for their kids if they want to come back someday to build upon that. I think that’s the neat thing around agritourism—it’s another tool in the toolbelt when you think about how to bring that next generation back.”
Business Plans Before Producing Pumpkin Patches
While launching an agritourism business can be exciting, lenders emphasize that enthusiasm must be grounded in sound financial management. Before investing capital into infrastructure, liability insurance, or marketing, farmers must evaluate how a new enterprise aligns with their current financial health and long-term business goals.
“One of the first steps is just to determine whether the venture fits the farm and fits the local market,” Wullenweber says. “We need to make sure we have resources, location, and then also the amount of time to serve the visitors. When we think of agritourism in the fall, maybe it doesn’t make the most sense for a grain farmer to be taking on an agritourism destination in the middle of harvest—unless it is that diversification piece where you have a crew out in the field getting the corn and soybeans in, and then you’re inviting somebody to a home place to do a corn maze.”
When approaching a lender for startup capital or operating lines for an agritourism venture, clarity and detail are critical. Lenders want to see more than just a good idea—they need a comprehensive operational roadmap.
“What we like to see from a lender’s perspective is a well-thought-out plan, and that includes realistic financial projections,” Wullenweber says. “Understanding what startup costs could be when you’re venturing into agritourism… thinking outside of the box and running the agritourism enterprise like a new business venture. And then also, anticipated revenue: how are you going to attract customers to the business? In other words, does the customer understand what is required to both run the farm and the agritourism-focused business?”
Producers considering an agritourism venture can access resources detailing what to know before making strategic decisions on Farm Credit Mid-America’s Farm Diversification Resource Page.
Navigating the Learning Curve
Wullenweber emphasizes that successful farm diversification requires patience, strategic scaling, and a willingness to leverage local guidance.
“I think the easiest way, and what I still love about Farm Credit Mid-America, is you can pick up the phone and call and get in contact with one of our financial officers within a couple minutes,” Wullenweber says. “They are the experts when it comes to securing financing, making sure your loan structure works best for your operation, and walking you through the operational risks that can be associated with opening such a thing. We live in the rural communities we’re working in, and we understand ag financing.”
For farm families looking for inspiration or exploring existing destinations across the region, Farm Credit Mid-America publishes the Farm & Fun Agritourism Guide, an online resource highlighting more than 120 member destinations across six states.
Whether through U-pick orchards, on-farm markets, or seasonal festivals, agritourism offers Midwest farm families an avenue to protect their balance sheets, engage their local communities, and build a lasting legacy for the next generation.
CLICK BELOW for Hoosier Ag Today’s radio news report:
