Missouri Alternatives Center's Bimonthly Electronic Newsletter 800-433-3704 "AG OPPORTUNITIES" November-December (Vol. 12, No 3) * Small Farms * New Family Farms * Agricultural Alternatives Agri-Tourism: Selling an Experience (By Bruce Wicks, University of Illinois) Agri-tourism should be defined broadly and include as many revenue streams as possible. Because we are familiar with roadside stands and farmers markets, they come to mind quickly, but livestock and recreational land uses should also be included in our repertoire of travel attractions. Great examples are a petting zoo that travels around to fairs and special events and a very remote farm where marginal land was used to operate a trap and skeet shooting operations. In both of these cases the new profit centers did not replace other more traditional farm operations, but they did make a significant financial contribution. Agri-tourism taps into the huge market of travelers that is often overlooked. A Bright Future Many trends across society point to a growing demand for Agri-tourism destinations. * Strong demand for wholesome family oriented recreational activities. * Growing concern for health promoting food products. * Increase demand for highest quality produce from amateur chefs. * Continued pressure on prices for traditional crop. * Make smaller farms. * Expanding ethnic markets. * Creates willingness to pay for quality food items. * People are taking more but shorter trips. Tourists spend billions of dollars annually and often do so spending more freely than they would while at home. Agri-tourism may not turn around large numbers of failing farm operations but the significance of this marketing niche has yet to be explored to its fullest potential. Selling the Product and the Experience Two factors distinguish Agr-itourism: the market and the product. For small businesses like farms, the market is customers that live beyond the reach of local media such as radio or newspapers. And since the customers are typically tourists, even if it is only for an afternoon outing, they are usually looking for entertainment. So, agri-tourism is not just about selling a product but selling an experience as well. The product and the experience must be bundled into one package. This very important point is lost on many small businesses that rely on tourist revenues. For example, as a traveler have you ever experienced restaurant staff who are unfriendly or lodging operators who act as though you are taking a vacation just to stay in their facility? Hospitality or "agritainment" plays an integral part in creating the kind of travel experience that keeps customers coming back. Agri-tourism can also be profitable. Although the enterprise may derive only a small proportion of revenue from the travel market, that 5-20% could be the difference in a business that is profitable and one that is not. For those direct marketing farm products and travel experiences, the benefits sought by this special market should be considered in the business planning process. Accessing and maximizing profit from tourists will require recognition of their travel motives and needs, a marketing/promotion strategy (with adequate costs attached) and an ability and willingness to partner with other industry players - the "tourism" in Agri-tourism. Curtis Orchard: Adding to the Agri-tourism Experience What began with an apple orchard and few farm kittens has brown to include a petting zoo, a giant snow fence maze, a pumpkin patch, a huge gift shop and snack area which features apple flush and apple donuts and much more - all set in a whimsical Wizard of Oz theme. Today, Curtis Orchard attracts over 120,000 visitors annually, including more than 6,000 school children for orchard tours. Paul and Joyce Curtis, along with their daughter and son-in-law, Debra and Randy Graham, have been adding attractions to their business for more than two decades. "We try to add something new every year-something our customers will like," said Joyce Curtis. "We noticed that the really little children liked the giant maze but they sometimes got scared when they couldn't see their parents once they get inside. So, this year we added Munchkin Land. It's a special smaller, shorter maze just for small children." For more information visit: http://www.curtisorchard.com Sustainability is Part of the Plan A recent trend in the travel industry has been for sustainable development. There are too many examples of people developing tourism destinations in ways that destroyed the quality or uniqueness of the site and resulted in a boom-and-bust cycle. That lesson has been learned, and it was a natural for the industry to borrow and adopt a sustainable philosophy that depended upon preserving the resource, making a profit and maintaining an acceptable quality of life. The same thought processes that go into making decisions about sustainable crop production should meld seamlessly with tourism development efforts. Working with the Travel Industry Making connections with the travel industry and opening the doors to partnerships is also an important factor. The nearest Illinois Regional Tourism Development Office (TDO) or Convention and Visitor's Bureau (CVB) can, at a minimum, get you started down the right track to meeting the local players. The TDOs are designed to help businesses and organizations not served by a CBV to develop their tourism potential. Why would the industry be willing to help a small new farm enterprise? The simple answer is that they want to promote a variety of quality destinations in their region. Remember that travelers want to be able to make convenient choices about what to see and do. The greater the number and diversity of destinations the better. Unfortunately, many areas of Illinois lack a critical mass of destinations for TDOs and the Illinois Bureau of Tourism to promote but your small contribution will be a valued part of the whole. State and local tourism agencies may help drive traffic to your site through their publicity efforts. Your greatest chance for success with them will occur when you provide the kind of destination they are proud to showcase. That means providing one that is of the highest quality possible. To test the quality of your operation, ask yourself the following questions: * Are we meeting the traveler's expectations? * Is it fun? * Is there something new or unique to see or do? * Are my staff and I always as hospitable as possible? * Is my advertising message accurate and consistent? * Are there signs so we can be found? * Is the site safe and handicap accessible? Tips for Developing a Market * Start small but expect a large commitment/investment in the future. Get to know the new market, their likes and dislikes before making a very large commitment. Do your homework first! * The tourism industry, like agriculture, is dependent upon many interrelated parts all working together to deliver a product. Learn the system and develop the partnerships. * Your involvement can be as small or large as you want it to be. But do it well and don't over-extend. * You've heard it before - do a business plan! * Assess yourself. I have heard more than once, "I love raising ______ or growing ______, it's the people I can't take." If that's the case, perhaps Agri-tourism is not for you. Do not start something you are unlikely to be good at no matter how profitable it may appear. * Expect to spend a lot of time on it. Developing your market can be a frustrating job at times and it never ends. Think long term and be prepared to stick with it. Questions to Ask for Agribusiness Success 1. What is your target market? 2 Who are your competitors and what are their strengths and weaknesses? 3. What is your competitive advantage? 4. What is the currrent and potential market size? 5. What are current industry trends? 6. How will competitors react to your market entry? 7. How do laws and regulations affect the business? 8. How will you promote your good or service? 9. What critical resources are required? 10. How will you price your product or service? 11. How will you hire and retain qualified employees? 12. Will you need to make changes in your farming operation to meet your customers' needs? 13. How will you obtain initial operating capital? 14. How will you ensure adequate cash flow? 15. How does your profit change given best-case and worst-case scenarios? The Agriculture Innovation Center, located within the MO Dept of Ag, can assist you in starting or expanding your agriculture-based business. Agriculture Innovation Center 1-866-INOVATE (1-866-466-8283) PO Box 630 Jefferson City, MO 65102 AgInnovationCenter@mail.mda.state.mo.us Sustainable Ag Grants Available for 2001 Twenty-three grants of up to $3,000 each are available through the Missouri Sustainable Agriculture Demonstration Award program. Through UO/E's Sustainable Agriculture Extension Program, the grant program links small-scale farmers and University researchers to explore alternatives. Projects or demonstrations must be economically viable, environmentally sound and socially responsible. Most projects aim to reduce pesticide and fertilizer use. Projects must be completed within three years. Since it began in 1995, the MO Dept of Ag program has awarded nearly 150 grants to MO farmers. A committee comprised of farmers and representatives of the agriculture department and the University chooses the recipients. MU researchers and extension specialists provide aid and guidance in conducting the demonstrations, including scientific methods that ensure accurate data. The application deadline is Nov 30. Applications are available from AgEBB, http://agebb.missouri.edu/sustain, and may be submitted via e-mail or call (573) 522-8616. Weed Management Ideas Sometimes just saying 'no' to chemicals isn't enough to overcome crop weeds. When the weeds seem to be winning; here are some strategies to fight back. If weeds get out of control early or if rains prevent timely cultivation, a farmer can just start over, sometimes with little risk. But if late-season weeds suddenly overtake a crop, and replanting is out of the question, the result could be reduced yields and a new crop of weed seeds. When low yields are certain, farmers can look to this year's needs or to the future. The field can be put up for hay or silage to feed livestock this year. Direct harvest by grazing or 'hogging down' would be an option, but would likely not eliminate the new weed seeds. Looking ahead, an option might be to disk in the entire crop, weeds and all. This acts as a 'green manure' crop to add a lot of organic matter and nitrogen - up to 4 lb. of nitrogen per bushel of soybeans - to feed the next year's crop. Thinking long-term, a 'strategic retreat' can enhance future successes. For more information, contact Martin Kleinschmit in the Center's Hartington office, 402.254.6893, or by email, martink@cfra.org (Center for Rural Affairs Newsletter, Sept 2001) Meat Labeling Producers wishing to directly market meat products to the consumer should take note of the latest regulations regarding the labeling of meat. One label expediter in Virginia characterized the current situation as a "no-mans-land" because of changes at USDA. At this time, meat labels have six required items: 1. Product Name with applicable qualifiers. 2. Net Weight Statement must appear in the lower 30 percent of the label. 3. Mark of Inspection, the "circle" with the Establishment Number of the processor. Each meat processor will have a unique "stamp" that must appear on every package of meat. 4. Signature Line, where the name, address, city, state, and zip code of the manufacturer is given to the consumer. IF the distributor's name, address, city, state, and zip code are used instead of the manufacturer's name - the name MUST be preceded by the words "produced for" or "distributed by." 5. Ingredient Statement is required when a product is manufactured from two or more ingredients. All ingredients must be listed in descending order, giving the main ingredient first. 6. Handling Statement is required for all perishable products. Raw meat and poultry and their products MUST also bare a "Safe Handling Statement." USDA doesn't currently require a "Nutritional Statement" listing product nutritional information. However, discussions underway may change that. Contact: If you have specific questions regarding labeling requirements, please give Mike Heavrin a call at the Center or by email, mikeh@cfra.org. Mike can assist producers in obtaining a USDA approved label. (From Center for Rural affairs Newsletter, Aug 2001) Greenhouse Crop Production & Engineering Design Short Course Jan 20-23, 2002 Hosted by the Controlled Environment Agriculture Center (CEAC) and the Cooperative Extension Service at the Univ of AZ in Tucson, this continuing education short course will offer a wide range of speakers addressing crop production, greenhouse engineering design, marketing, pest management, and environmental control. Discussion sessions and demonstrations will be held at the CEAC research greenhouses. The lectures will be conducted at the Windmill Inn. Register before Jan 7, 2002, and the $150 fee includes course notes, meals, and a banquet dinner. Optional tour to a large commercial greenhouse in Willcox, AZ is an additional $25. For info, visit www.ag.arizona.edu/ceac or Dr Gene Giacomelli, 520-621-1412. *** In the News *** A total of 43 percent of US farms now have interenet access, compared to 29 percent with access in 1999, according to the National Agricultural Statistics Service. Nearly 55 percent of farms have access to a computer in 2001, compared to the 1999 level of 47 percent. (Vegetable Grower News, Aug 2001) http://firegirl.com has lots of information on hot peppers (including many recipes) and a seed exchange bulletin board. A newly established freely accessible on-line Soil and Health Library (www.soilandhealth.org) is a library divided into four parts, containing complete texts of many classic books and papers related to sustainable agriculture. Books on-line include: Pay Dirt: Farming and Gardening with Compost (1946); Fertility Farming (1951); The Farm that Won't Wear Out (1913) and many more. The Organic Farming Research Foundation (OFRF) invites applications for research grants of up to $10,000 for consideration in its twice-yearly funding cycle. Funds are offered for organic farming research, dissemination of research results to organic farmers and growers interested in making the transition to organic production and consumer education on organic farming issues. OFRF technical program coordinator Jane Sooby is available to work with farmers and others interested in doing on-farm research and applying for grants. The foundation's on-farm research guide gives an overview of the research process and is accessible through OFRF's Web site (www.ofrf.org) under "research program" or can be ordered free of charge by calling OFRF at (831) 426-6606. The deadlines for proposal consideration are January 15 for the spring funding cycle and July 15 for the fall funding cycle. Contact Sooby at OFRF, PO Box 440, Santa Cruz, CA 95061 or email research@ofrf.org or jane@ofrf.org. An increasing number of farms are owned and operated by women according to statistics from USDA's National Agricultural Statistical Service. Nationally women operators increased from 131,641 in 1987 to 165,102 in 1997. View data for Midwestern states at http://www.cfra.org/newsletter/current.htm Sales of organic goods will continue to soar. It grew 38% in 2000, surpassing the 20-25% annual growth estimated for the market that year. The fastest growing items are soy foods, other meat/dairy alternatives, meat, poultry, eggs, diary foods plus products in cans and jars. These types of foods will be found in more mass-market stores in the coming year not just health and natural food stores. About 45% of organic food sales have been made through such stores in 2001, compared with 31% in 1998. (Kiplinger Agriculture Letter, Oct 19, 2001) Consumers may soon be seeing a new red raspberry in their local markets. Named "Coho" after the red-skinned salmon of the Pacific Northwest, the new variety will extend the availability of fresh raspberries by 7 to 10 days, compared to the current late-season standard, Tulameen. Developed by crossing Lewis with other breeding lines, Coho was most extensively tested in Oregon. It should grow well in raspberry-growing areas with winter temperatures above 0 degrees F. Researchers can obtain small amounts of Coho from the breeders, and growers will find plants at several Northwest nurseries. Chad Finn, USDA-ARS Northwest Center for Small Fruit Research, Corvallis, OR 541-750-8759, e-mail finnc@bcc.orst.edu. Bacteriophages are proving effective against poultry illnesses. They're viruses that infect bacteria and kill them. Science's challenge is finding the right phages and pitting them against the right bacteria. They are used as an alternative to antibiotics to treat poultry diseases. Although they've been around since 1915, bacteriophages were put aside when antibiotics became available in the '40s. Phages are back in vogue now that overuse of antibiotics in farm animals is posing many problems. More details from William Huff, Univ of AR, huff@comp.uark.edu. (Kiplinger Agriculture Letter, Oct 19, 2001) *** In Print * * * *The Berry Grower's Companion* by Barbara Bowling. The book lists berry varieties for different regions with tips, reminders and up-to-date advice. Available from Timber Press, Inc at 800-327-5680. Cost is $29.95 plus s&h. *Carrots and Related Vegetables - Umbelliferare* 294 page manual that covers carrots and other vegetables including cilantro, celery, dill, parsnips and others as well as growth and handling of thoese crops and basic information. Call 800-451-7556. Healthy Farms, Healthy Kids; Evaluating the Barriers and Opportunities for Farm-to-School Programs contains case studies that reveal how to forge partnerships with local farm organizations, cultivate the interest of parents and the community, while convincing school district officials of the benefits. The report praises the efforts of established programs while also addressing the challenges they face. Federal policies and programs related to school meals, nutrition, and market development are examined. Farm-to-School projects hold substantial potential to decommercialize education, improve the health of youth, and enhance and sustain local food systems. An online copy of the summary is available at: http://www.foodsecurity.org. *Grazing Systems Planning Guide* 45 page booklet from the Univ of MN. Call 800876-8636 or www.extension.umn.edu/distribution/livestocksystems/components/DI7606.pdf *Food Safety Begins on the Farm: A Grower's Guide to Good Agricultural Practices for Fresh Fruits and Vegetables* An easy to read publication that presents step by step directions for reducing contamination risks on the farm. Single copy is free by calling 607-255-1428 or on the web at http://www.gaps.cornell.edu *Making Changes: Turning Local Visions into National Solutions* report from a 5-year project that engaged people at local, regional, and national levels in developing long-term proactive policies for food and agricultural system with 95 recommendations in 9 issue areas. See http://www.winrock.org/wallacecenter/makingchanges.pdf *Food Safety Begins on the Farm: A Grower's Guide* Outlines steps that producers can take to minimize the risks of food-borne diseases in the packing shed. Available from Cornell Good Agricultural Practices Program, 607-254-5383 or eab38@cornell.edu *The 2002 Farm Bill: Revitalizing the Farm Economy Through RenewableEnergy Development* by the Environmental and Energy Study Institute, available on the web at http://www.eesi.org/publications/Farm Bill Policy Paper.pdf. *How Does H.R. 2646, The Farm Security Act of 2001, Measure Up?* from the Soil and Water Conservation Society at 515- 289-2331 or on the web at http://www.swcs.org/t_seeking_intro.htm. *Keys to Success in Value-Added Agriculture* available from Appropriate Technology Transfer for Rural Areas, 800-346-9140, or on the web at http://www.attra.org/attra-pub/keystosuccess.html *Discovering Profits in Unlikely Places: Agroforestry Opportunities for Added Income* is $2.50 plus $2 shipping/handling from Univ of MN Distribution Center, 1-800-876-8636. *Greener Fields: Signposts for Successful Eco-Labels* is $20 from Nancy Rogerson, Rural Advancement Foundation International, PO Box 640, Pittsboro, NC 27312, 919-542-1396, rogerson@rafiusa.org. *Private Lands, Public Benefits: Principles for Advancing Working Lands Conservation* available from Telita Campbell, National Governors' Association Center for Best Practices, tcampbell@nga.org, or on the Internet at http://www.nga.org/center/divisions/1,1188,C_ISSUE_BRIEF^D_1519,00.html. *The New American Farmer: Profiles of Agricultural Innovation* 160-page book from USDA's SARE program 301-504-5230, or on the web at http://www.sare.org/newfarmer/. *Conservation Tillage Systems and Management: Crop Residue Management with No-Till, Ridge-Till, Mulch-Till* 270 pages, $25 from MidWest Plan Service, 800-562-3618; mwps@iastate.edu; on the web at http://www.mwpshq.org/catalog.html. *Development at the Urban Fringe and Beyond: Impacts on Agriculture and Rural Land* available from USDA's Economic Research Service, 800-999-6779, or the web http://www.ers.usda.gov/publications/aer803/ *** On the Calendar *** Nov 27-Commercial Cut Flower and Market Gardening conference, Wichita, KS. Call 316-722-7721, bneier@oznet.ksu.edu . Nov 29-First Annual Iowa Organic Conference, Ankeny, IA; call 515-294-0887. Nov 30-Dec 1-Livestock Symposium, Kirksville, MO. Call Bruce Lane, 660-665-9866. Dec 4-Entrepreneurial Agriculture Conference, Sikeston, MO. Call Van Ayers, 573-568-3344 Dec 4-Bootheel Vegetable Irrigation Meeting, Delta Research Center, Portageville, MO. Dec 7-9-3rd Northeast Community Supported Agriculture Conference, Claryville, NY. Email bholtzma@together.net or http://www.csacenter.org Dec 8-Winter Grazing Workshop, at FSRC, Call 660-895-5121 Dec 16-18-Governor's Conference on Agriculture, Tan-Tar-A. Jan 11-12-Great Plains Vegetable Conference, St Joseph, MO. Call 816-279-1691. Jan 12-Calving Management Workshop, at FSRC. Call 660-895-5121. Jan 12-Second Tri-State Forestry Conference, Keokuk, IA. Call 573-882-3234. Jan 22-24- 2002 Mid-America Fruit Growers Conference, Olathe, KS. http://horticulture.missouri.edu/apple/02conf.htm Jan 25-Missouri-Arkansas Watermelon Meeting, Kennett, MO. Call 573-888-4782. Jan 25-26-St Joseph Ag & Farm Expo, St Joseph, MO. Call 816-378-2449 Jan 25-27-MO Assn of Fairs & Festivals Convention, Columbia, MO Feb 2-4-Midwest Regional Grape and Wine Conference, Tan-Tar-A Feb 15-Specialty Crops School, Oxford, NC. Call 919-603-1350. Feb 16-SPAN and MO Organic Assn Joint Conference, Jefferson City, MO. Call 417-933-5449 Feb 18-20-MO Small Fruit and Vegetable Conference, Springfield, MO. Feb 22-23-Midwest Small Farm Conference and Trade Show, Lafayette, IN. Feb 23-25-Western Farm Show, Kansas City, MO. March 1-2-Upper Midwest Organic Farming Conference, LaCrosse, WI. Call 715-772-3153 or www.mosesorganic.org University Outreach and Extension does not discriminate on the basis of race, color, national origin, sex, religion, age, disability or status as a Vietnam-era veteran in employment or programs.