Farmers can become incredible storytellers. But if consumers aren't discovering those farms in the first place, who are they telling the story to?

Agriculture doesn't just have a storytelling challenge. We have a discovery challenge.

We tend to talk about agriculture as its own sector. Economic development has its priorities. Tourism has its strategy. Hospitality focuses on visitors and customers. Small business organizations support entrepreneurs. Community development thinks about quality of life. Land-use conversations happen somewhere else entirely. But agriculture touches nearly all of them.

During a recent conversation about agritourism, I found myself returning to a question I haven't been able to stop thinking about: Why are we willing to spend thousands of dollars traveling across the world for experiences we often overlook close to home?

What if the future of farming depends just as much on culture as it does on production. That question came to mind after reading about Land O'Lakes, Inc.'s Modern Rural Collective, an initiative working with Getty Images and Imagine Entertainment & Television to help reshape how rural America is portrayed in advertising, film, and television.

Ask someone to name the industries that drive economic development and you'll likely hear manufacturing, technology, healthcare, logistics, or business recruitment. Rarely does anyone say agriculture, and that’s a mistake. Agriculture is often viewed through a different lens than other industries. We talk about its heritage, its traditions, and its role in feeding communities, all of which are important. What we talk about less is agriculture’s role as an economic engine. Every farm is a business that supports jobs, purchases goods and services, and creates ripple effects that extend far beyond the farm gate.

When people think about conservation, they often picture national parks, wildlife refuges, or protected natural areas. They don't always think about farms. But after spending the last several years visiting farms across the southeast, I've come to believe that some of the most important conservation work happening today is taking place on working farms.

Community gardens are often viewed as small local projects. In reality, they sit at the intersection of some of the biggest conversations happening in agriculture right now: food access, consumer education, sustainability, waste reduction, and rebuilding people’s connection to how food is grown.

During Small Business Week, we celebrate entrepreneurs, founders, and local business owners who keep our communities running. Coffee shops, boutiques, service providers, startups. The businesses we see every day. But farmers are rarely included in that conversation. And they should be.

Every April, Earth Day invites us to think bigger about the world around us. We are reminded to recycle more, waste less, plant trees, conserve water, and spend time in nature. Those are worthwhile habits. But there is another part of the environmental conversation that often gets overlooked, especially in fast-growing states like South Carolina: farms.

When chef partnerships are approached transactionally, their impact ends when the event does. When they’re designed as part of a broader experience, they encourage longer stays, repeat visits, and deeper engagement with agriculture. For farms, DMOs, and ag marketers, the opportunity isn’t about making agriculture aspirational. It’s about making it understandable, connected, and easy to re-engage with. Chef partnerships, when designed intentionally, support exactly that.

Cabbage is suddenly everywhere. From Vogue to the New York Times, it is being framed as the next “it” vegetable. Accessible. Beautiful. Chef-approved. Nutritionally legit. And the moment I started seeing the headlines, I had déjà vu. Because we have been here before. With kale.

Building on several years of collaboration between The Farmer’s Feed and Visit York County, the expanded partnership brings York County Economic Development into a unified storytelling effort that highlights agriculture as both a visitor experience and a vital economic driver. The initiative will showcase local farms, farmers, chefs, and food businesses through coordinated digital storytelling and content shared throughout the year.

If 2025 was the year agriculture crept back into the spotlight, 2026 is shaping up to be the year rural culture goes fully mainstream. From fashion runways to restaurant menus to the weekend plans of suburban families, the influence of farmers, ranchers, and agritourism is growing fast, and the opportunity for producers is enormous.

Here’s what I predict is coming next.

Experience fall on the farm at Curtin Farms Fest in Clover, SC — where local artisans, live music, and a 100-year-old family farm come together for one unforgettable day.

Discover how agritourism connects communities and keeps South Carolina’s farming heritage alive. 🍂🐮

Your agritourism guide to what’s blooming, brewing, and buzzing in August and September in York County, SC.

Ready to plan your summer adventure for your next date night, family experience, or girls night out? Here’s your guide to the best agritourism events in York County, SC for June and July 2025.

Back for its 13th year, the Ag + Art Tour of York County is set for June 7-8, 2025, and this year’s event promises to be the best and most vibrant yet.

Visit York County and The Farmer’s Feed are excited to announce a new collaboration aimed at promoting agritourism and showcasing the stories of local farmers. This joint effort will highlight the region’s agricultural heritage and connect visitors with the people and places that make York County a unique destination for farm-based experiences.

The Specialty Food Association's Trendspotter Panel recently shared their top food trends for 2025. Here’s how farmers can tap into these trends to attract more customers and grow your Ag business.

By following these Pinterest trends, you can create farm experiences that draw folks in, whether it’s through seasonal activities, cooking clubs, canning workshops, or creative events.