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Millennials want farm experiences

 

Millennials are driving change for agritourism operators.

Fourth-generation farmer Natalie Klackle tells Brownfield agritourism has grown from consumers wanting to pick their own fruits and vegetables into an experience driven business.  “Farmers have had to get creative because agritourism helps keep family farms sustainable.”

She says her family’s farm Klackle Orchards has evolved from a commercial orchard the 1970s to an event venue, bakery, cider mill and more.  “We’ve seen our farm grow from a little fruit stand by the side of the road to a destination for families in West Michigan, and agritourism across the state has seen the same thing.”

Klackle says millennial families are driving a lot of the evolution of agritourism venues as they want something different and will pay to for activities that create memories.  “Millennials and their young families are really driving a shift in agritourism towards experiences.  As agritourism operators and farmers, they’re really looking for us to provide an experience for their family, not just a product for them to purchase.”

Klackle is the incoming president of the Michigan Agritourism Association.

AUDIO: Interview with members of Michigan Agritourism Association during Great Lakes Expo