Education Sessions
February 6th, 2027
Saturday Feb. 6th, 2026 | 8:45 – 10:45 a.m. | Uncas Ballroom
GENERAL SESSION
GENERAL SESSION
Center Grove Orchard Spotlight
Hosted by Central Grove Orchard
Our General Session will focus on one of Iowa’s most successful agritourism operations - Center Grove Orchard. Over the course of two-hours, we will delve deep into Center Grove’s 32 years of growth, evolution and operations, covering everything from their history and value system to their employee policies and guest management systems.
They’ll discuss their unique events and offerings throughout the year, covering their various admission pricing options, You Pick events, social & corporate group offerings, farm camp, and everything that happens on the farm during the Spring, Summer, Fall and Holiday seasons.
They will also share aspects of their financials, costs, and margins, so everyone attending the sessions can gain perspective on their own competitive strategies. This is sure to be an inspiring and informative session and there will be ample time to ask all of your burning questions as well.
Saturday Feb. 6th, 2027| 11:00 a.m. – 12:00 p.m. | Salon A2
Leaders as Role Models: Become a Manager of Managers
Presented by Jackson Kerchis
Many leaders come to their roles as a function of their expertise in a specific subject matter, but leadership requires more than job-specific skills. Leadership requires tools and models to develop other leaders.
You'll learn a simple, powerful model for how to be an effective coach. And you'll learn how to establish processes to continuously improve the organization. Finally, you'll look at your own approach to fostering clear performance measures and accountability.
Saturday Feb. 6th, 2027| 11:00 a.m. – 12:00 p.m. |Abenaki
From Legacy to Leadership: Navigating Generational Transition with Clarity & Courage
Presented by Sarah Polzin
Stepping into ownership, especially in a generational business, is both an honor and a challenge.
How do you respect what’s been built…while having the courage to move it forward?
This session dives into the real, often unspoken dynamics of transitioning leadership between generations.
From differences in vision and communication styles to navigating emotion, identity, and decision-making, this is about leading through complexity with clarity.
We’ll focus on practical ways to:
Honor legacy without being limited by it
Communicate openly through tension and transition
Create alignment across generations, roles, and expectations
Lead with transparency in both people and financial decisions
Key Takeaways
How to navigate difficult but necessary conversations with confidence
Tools for aligning vision across generations and leadership styles
Practical ways to maintain trust during times of transition
Strategies to lead both internally (team) and externally (customers/community)
A framework for honoring the past while building the future
During this session, there will be time for audience participation to share lessons learned and ask real world questions.
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. | Oneida/Penobscot
How to Elevate your Online Visibility in Search & AI Queries
Presented by Rachael Woods
Approximately 25% of consumers are using AI regularly and the world of search optimization has changed. In this session we'll review organic (non-paid) strategies to elevate your visibility in this new chapter of Search Everywhere Optimization, as well as the reemergence of long-form content and PR tea
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. |Schaghticoke
Stronger Together: Communication Systems for Farm, Family, and Business
Presented by Dr. Kristen Strom
Clear communication is the foundation of a successful farm and a healthy family, but it’soften the first thing to break down during busy seasons.
This session equips attendees with simple, effective communication tools and systems to reduce conflict, clarify expectations, and strengthen relationships both on and off the farm.
Takeaways:
Practical communication frameworks for high-stress seasons
Tools to align roles, expectations, and priorities
Systems to improve teamwork within families and operation
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. | Nehantic/Pequot/Paugussett
Guaranteeing Farm Income: An Overview of Whole Farm Revenue Protection and Micro-Farm Crop Insurance
Presented by Kylee Zdunic-Rasch, Kyle Gannon, Aaron & Barb Roth
You read that correctly! What would you say if we can guarantee a portion of your farmincome in the event of a loss through a crop insurance policy?Learn about Whole Farm Revenue Protection and Micro-Farm crop insurance as a tool toaccomplish this.
The highlight of this session will be a PANEL discussion of participants with first-handexperience utilizing this policy, how it functions, the good, bad, but not ugly
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. | Salon A3
Tell Your Brand Story to Drive More Business & Sales
Presented by Stephanie Stuckey
In this engaging 60-minute session, agritourism operators will learn how to turn every day moments on their farm into powerful, authentic content that draws visitors in and keeps them coming back.
From simple behind-the-scenes videos (“here’s us doing our thing”) to jumping on trends in away that feels natural, this session focuses on storytelling over selling—because today’s customers want connection, not a commercial.
Take Aways:
Learn practical, approachable ways to create social media content
Create creative, personable & relatable experiences for your audiences
Build stronger customer connections
Drive more visits to your farms
Saturday Feb. 6th, 2027 | 11:00 a.m. – 12:00 p.m. | Passamaquoddy/Brothertown
From Seasonal to Sustainable: Retention Strategies for a Changing Labor Model
Presented by Jami Armstrong
Agritourism has long relied on seasonal labor and now workforce expectations are shifting. This session explores how organizations can create greater continuity, loyalty, and engagement even within seasonal or transient labor models. Discover strategies to improve return rates, reduce onboarding costs, and build long-term workforce relationships
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Salon A2
The Engagement Engine: Practical Tools to Build Communication, Ownership Mindset & Team Culture
Presented by Sarah Polzin
In fast-paced, seasonal businesses, communication gaps and inconsistent ownership mindsets aren’t usually people problems, they're system problems.
This 90-minute workshop introduces a practical solution: the S.P.E.E.D. framework (Survey, Plan, Execute, Evaluate, Direct), a simple, repeatable model for building clarity, accountability, and engagement across your team.
But framework alone isn’t enough. This session goes deeper by pairing each phase of S.P.E.E.D. with specific, real-world tools - both simple and tech-enabled, that leaders can immediately implement.
Attendees will learn how to:
Survey using quick check-ins, observation tools, and team input systems
Plan through clear weekly priorities, role clarity tools, and alignment rhythms
Execute with daily huddles, communication frameworks, and task visibility systems
Evaluate using scoreboards, simple metrics, and feedback loops
Direct through coaching conversations, recognition systems, and accountability tools
We’ll also explore how to leverage accessible technology (POS insights, communication platforms, shared dashboards, and messaging tools) to reinforce consistency, without overwhelming your team.
Throughout the session, participants will begin building their own “Engagement Engine”, a customized set of tools aligned to their operation.
Attendees will leave with a clear framework, practical tools, and a working plan to turn communication into action - and action into culture.
Key Takeaways:
The S.P.E.E.D. framework as a practical leadership system
Daily, weekly, and seasonal communication rhythms
Simple tech tools that reinforce consistency and accountability
A customized “Engagement Engine” participants begin building during the session
“Because culture isn’t built in big moments…it’s built in the way we lead every day.”
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Abenaki
Marketing for People Who Hate Marketing
Presented by Lyndsay Mercer
Most farmers don’t struggle with marketing because it’s not within their skillset, it’s because they lack a clear strategy and implementable plan.
In this session, Lyndsay will guide you to identify your marketing goal(s), illustrate how to create an actionable, seasonal marketing plan, and help you to build a simple system that attracts and retains customers – all without you feeling overwhelmed.
Aspects to be covered:
Marketing Goals, Tips, Frustrations & Mistakes
Identifying your customer
Marketing Campaigns, Timetables & Calendars
Channels – Email/Social/Website
AI & Marketing
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Oneida/Penobscot
KEY MANAGERS ONLY SESSION
Supercharge Your Digital Marketing with AI
Presented by Robbie Parks
Ever since ChatGPT hit the scene, artificial intelligence (AI) has gone from science fiction straight into the business big leagues, becoming the top trending tool for businesses.
The digital landscape is constantly evolving and that’s where this class comes in!
Designed specifically for forward-thinking business leaders and savvy marketing teams, this class will empower you to leverage the latest AI tools to take your digital marketing to the next level.
Learn how to use AI to gain deep insights into your audience, select the most effective platforms for your marketing campaigns, develop a strategic marketing calendar, and craft compelling content that connects.
By the end of this class, you'll walk away with actionable strategies and powerful AI-driven prompts that can elevate your marketing efforts immediately.
Learning Outcomes
Understand the power and limitations of the most popular AI platforms
Select the AI platforms that align with digital marketing strategy and goals
Build powerful prompts that get results
Understand the potential risks involved with using AI
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Schaghticoke
Rooted & Rising: Leading Authentically as a Woman in Agritourism
Presented by Dr. Kristen Strom, Adrianne Dunn, Katie Colony, Melissa Register, Maggie Blankenship
Women in agri-tourism often carry multiple roles while navigating pressure, expectations, and constant change.
Join a panel of your peers as this session empowers attendees to reconnect with their identity, build resilience, lead with confidence through authentic leadership practices.
Takeaways:
Personalized “I am” statements to anchor identity and leadership
Strategies to build resilience through challenges and changing seasons
Tools to lead with authenticity instead of pressure or perfection
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Nehantic/Pequot/Paugussett
Website Accessibility & Agritourism Liability Panel
Presented by Denise Pane, Dr. Kirk Adams, Peter Shapiro
Website Accessibility in Agritourism Panel: Real Risks, Real Stories, Real Solutions
Nobody wants to get hit with a surprise lawsuit.
But digital drive-by lawsuits alleging that websites are not accessible to people with disabilities are on the rise, and small to medium-sized businesses are in the crosshairs.
With 25% of the population having a disability, if your site is not accessible, you are losing out on customers, revenue and SEO (accessible sites rank higher in search.)
This session cuts through the tech jargon to give you the raw truth about website accessibility. We are bringing together the three perspectives you need to hear to protect your enterprise: the accessibility specialist, the lawyer, and the everyday user with a disability.
The Panel Lineup:
The Blueprint: Denise Páne, renown website accessibility specialist, kicks things off with a fast 20-minute breakdown of what website accessibility means and how to protect your asset.
The Legal Shield: Peter Shapiro, a seasoned defense attorney who has handled hundreds of website accessibility claims, will share real-case insights and the immediate risks of ignoring website accessibility.
The Human Consequence: Dr. Kirk Adams, a blind advocate, will share the reality of interacting with inaccessible sites, turning abstract tech rules into real-world understanding.
Protect your business, open up your market, and get the peace of mind that comes with a compliant website.
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m.| Salon A3
Weeds in the Fine Print: What’s Lurking in Your Employee Handbook? Part 1
Presented by Jean Martin
Attend this program and don’t let your handbook become “Exhibit A” in a case against your company!
Is your handbook fraught with policies that could actually hurt your business? Does it instruct employees not to discuss their pay with coworkers, prohibit them from using only “illegal” drugs, or notify them that unauthorized overtime will not be paid? Do you struggle with how to define “full-time” or “seasonal” or wonder if you need to prohibit employees from using AI glasses?
For answers to these and many other questions, join Jean Martin in this special two-part presentation about Employee Handbooks. Jean is a highly experienced HR consultant who has written hundreds of policies and handbooks for employers nationwide. You’ll learn about the real reason for an employee handbook, what policies are essential to help you mitigate risk and comply with federal employment regulations, the most effective policy style, and how a handbook can help make your management life easier.
Beyond the policies, you’ll also learn about the laws and regulations that come into play when developing handbook policies—essential knowledge every owner needs. As a special bonus, you’ll receive several complimentary sample policies you can use in your business.
Participants are also invited to bring any existing policies for discussion.
Learning Objectives:
Understand the purpose and strategic value of an employee handbook in setting expectations and reducing risk.
Identify the core policies that should be included in a compliant and effective handbook.
Recognize federal requirements that impact handbook content.
Distinguish between mandatory policies and optional (but recommended) best practices.
Key Takeaways:
A clear understanding that an employee handbook is both a compliance tool and a risk management document, not just an HR formality.
Awareness that illegal statements and outdated policies can create legal exposure instead of protection.
Insight into the importance of consistency between handbook policies and actual workplace practices.
Several sample policies covering critical, required topics.
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Passamaquoddy/Brothertown
Visionary Integration: Elevating the Guest Experience & Profits
Presented by Ted Rita, Julie Zasada
Are you a visionary or an integrator?
A leadership team that includes both can scale your destination to inspire loyal visitors, increase the profit of your overall operation by adding value to what you already offer, and create quality experiences for your guests.
In this session we will explore how:
your leadership style impacts your business outcomes
authenticity makes the best visitor experience
a placemaking mindset is used to vision and plan dynamic amenities and attractions
safety, professionalism, and showmanship are the benchmarks of operational excellence to grow your audience and encourage repeat guest visits.
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Salon A2
Magnetic Workplace: How to Attract, Retain, and Engage Staff
Presented by Jackson Kerchis
How do we find and keep the right people?
The labor market is more competitive than ever—and compensation alone isn’t enough to win. Today’s employees want more from their working lives. In this session, Jackson Kerchis draws on research in happiness and job satisfaction to explore what people really want—and how leaders can meet their psychological needs.
You'll learn a leadership framework and checklist of best practices to build trust and communication, shared commitment, and effective execution. These tactics promote job and career satisfaction, help you measure and improve your employee experience, and embrace leadership behaviors that attract, retain, and engage the right people.
Saturday Feb. 6th, 2027 | 1:15 p.m. – 2:45 p.m. | Abenaki
Produce UPICK Panel Session
Presented by Jones Family Farms, Kelder's Farm, Tougas Family Farm
Even if you are already offering UPick Produce, this workshop will offer a breadth of information from three successful NAFDMA farms to help you to enhance your own operation, improve your efficiency and grow your bottom-line.
In this extensive overview of each of their operations, we will delve deep into the following:
Production
Pricing Options
Customer Experience
Staffing
Supply & Demand Strategies
Unique ideas to implement
You will leave this workshop with both a greater understanding of what it takes to operate a profitable Produce UPick, and with inspiring ideas to engage your guests this and every season.
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Oneida/Penobscot
Digital Marketing Now: Trends, Tips, and Tools That Work
Presented by Robbie Parks
Feeling overwhelmed by marketing buzzwords? Confused by declining website traffic and social media engagement? You’re not alone.
In this engaging session, you’ll discover the top 10 digital marketing trends driving small business success today. From artificial intelligence and generative engine optimization to the enduring power of email marketing, you’ll learn what actually works, and what you can safely ignore.
Whether you’re looking to cut through the noise, stay ahead of the curve, or simply keep up with what’s new, you’ll leave with clear insights and practical strategies you can put to work right away.
And we’ll have live, interactive Q&A so you can get real-time feedback on the marketing challenges you’re trying to solve.
Learning Outcomes
Identify the digital marketing trends that are most relevant to your business and target audience
Separate proven strategies from hype, so you know what to prioritize (and what to ignore)
Measure performance and make smarter adjustments based on results, not guesswork
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Schaghticoke
Less Hustle, More Peace: Creating Balance Without Sacrificing Success
Presented by Dr. Kristen Strom
The pressure to do more, be more, and produce more is real, but it often comes at the cost of your well-being.
This session challenges hustle culture in agri-tourism and offers a new approach to success that prioritizes peace, presence, and purpose so that individuals can truly operate at their best throughout all seasons of life.
Takeaways:
A mindset shift from hustle to intentional living
Strategies to protect energy and set boundaries
Practical ways to create more joy and fulfillment in daily life
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Salon A3
Weeds in the Fine Print: What’s Lurking in Your Employee Handbook? Part 2
Presented by Jean Martin
TAttend this program and don’t let your handbook become “Exhibit A” in a case against your company!
Is your handbook fraught with policies that could actually hurt your business? Does it instruct employees not to discuss their pay with coworkers, prohibit them from using only “illegal” drugs, or notify them that unauthorized overtime will not be paid? Do you struggle with how to define “full-time” or “seasonal” or wonder if you need to prohibit employees from using AI glasses?
For answers to these and many other questions, join Jean Martin in this special two-part presentation about Employee Handbooks. Jean is a highly experienced HR consultant who has written hundreds of policies and handbooks for employers nationwide. You’ll learn about the real reason for an employee handbook, what policies are essential to help you mitigate risk and comply with federal employment regulations, the most effective policy style, and how a handbook can help make your management life easier.
Beyond the policies, you’ll also learn about the laws and regulations that come into play when developing handbook policies—essential knowledge every owner needs. As a special bonus, you’ll receive several complimentary sample policies you can use in your business.
Participants are also invited to bring any existing policies for discussion.
Learning Objectives:
Understand the purpose and strategic value of an employee handbook in setting expectations and reducing risk.
Identify the core policies that should be included in a compliant and effective handbook.
Recognize federal requirements that impact handbook content.
Distinguish between mandatory policies and optional (but recommended) best practices.
Key Takeaways:
A clear understanding that an employee handbook is both a compliance tool and a risk management document, not just an HR formality.
Awareness that illegal statements and outdated policies can create legal exposure instead of protection.
Insight into the importance of consistency between handbook policies and actual workplace practices.
Several sample policies covering critical, required topics.
Saturday Feb. 6th, 2027 | 3:00 p.m. – 4:30 p.m. | Passamaquoddy/Brothertown
Bloom Hill Farm- 10 Powerful Lessons From My First 10 Years of Business
Presented by Shannon Allen
Join Shannon Allen from Bloom Hill Farm in Uniontown Ohio as she relays her experiences in agritourism through a variety of lessons learned from her 1st decade in business.
This will be a very interactive session as we hear from attendees about their own successes, struggles and lessons learned.
Some topics that will be covered:
Building a Farm Business that Serves YOU throughout the Year
The Value of being Customer obsessed vs. being Competition obsessed
Enhancing the Customer Experience
Prioritizing Profitability
Authentic Connections & Collaborations
Staying Current through Innovations and Adjustments
More is not Better – Better is Better
Education Sessions
February 7th, 2027
Sunday Feb. 7th, 2027 | 8:15 – 9:15 a.m. | Seminole Ballroom
KEYNOTE SESSION
KEYNOTE SESSION
Remarkable by Design: From Forgotten to Unforgettable
Presented by Dan Gingiss
We've been taught for decades that the way to win in agritourism is simple: lower your admission price, add another attraction, or outspend the farm down the road on advertising. But what we've been taught is wrong.
In today's marketplace, price wars are a race to the bottom, and the latest corn maze or pumpkin patch gets copied by next season. The truth is, nearly every agritourism operation is now competing with dozens of similar options - not to mention other forms of entertainment.
So why do some farms become beloved destinations while others fade into the background?
Because visitors don't go home and talk about what was ordinary. They talk about what was unforgettable.
This keynote reveals why the last true differentiator left in agritourism is the one your competitors can't copy: how you make people feel. And it will leave you WISE to the power of the visitor experience.
You'll hear about the state that ranked 50th as a vacation destination and how they turned it around by being Witty. The entertainment powerhouse that used an Immersive experience to create generations of lifelong fans. A restaurant that made its food utterly Shareable without changing the recipe. And why a sparkler is always more Extraordinary than a candle.
It's not about spending more, adding complexity, or leaning on technology. It's about intentionally designing experiences that are remarkable - worthy of talking about. The result? Your visitors become your most powerful marketers, telling their friends and neighbors about your farm long after they've gone home. So get ready to see your operation through a new lens: the WISE framework for turning every interaction - from the parking lot to the hayride to the checkout line - into an opportunity to stand out, inspire conversations, and earn loyalty that money can't buy.
Are you ready to compete where it actually matters?
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Salon A2
A Race For Relevance
Presented by John & Souny Kennedy
As business owners, we want all our employees to take the same pride and initiative that we do every day on the farm. By creating an environment that empowers our employees to take ownership of their responsibilities, encourages them to effectively communicate their ideas, and enables them to be the shining examples of the farm’s core ideals, we’re effectively instilling the value, trust, and motivation to help retain our exceptional employees and keep them coming back over the next several seasons.
Key takeaways to include:
Foster ownership – empower employees to take pride in their responsibilities as if the farm were their own.
Model core values – ensure daily actions reflect the ideals that define the farm’s culture.
Encourage initiative – create space for employees to step forward with ideas and solutions.
Promote open communication – value employee voices and make it easy for them to share perspectives.
Create a supportive environment – provide guidance and resources so employees feel set up for success.
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Abenaki
How to Capture Your Farm with the Powerhouse in Your Pocket
Presented by Aaron TerBerg
Your phone is already in your pocket — and it's capable of capturing footage that looks every bit as cinematic as the work coming out of high-end production houses. The catch is knowing what to point it at, when to shoot it, and how to set it up before you press record.
In this 60-minute session, we'll walk through the exact framework I use on agritainment farms across the country to turn everyday moments — pumpkin patches at sunset, kids on the corn maze, a farmer scratching a goat behind the ears — into scroll-stopping content. By the end, attendees will leave with a repeatable shot list, the right phone settings dialed in, and a small kit of accessories that punches well above its price tag.
Who This Is For
Farm owners and marketing leads who shoot their own social content
Operators tired of footage that looks flat, washed out, or amateur
Anyone who wants their farm — and their guests — to look their absolute best on camera
What We’ll Cover
Why Cinematic Matters for Agritainment
Framing & Composition Fundamentals
Time of Day & Working with Natural Light
Frame Rate, Resolution & Camera Settings
Tools & Accessories
Hands-On Workshop — Shoot, Review, Refine
What Attendees Will Walk Away With
A go-to framing checklist they can run through before any shot
Phone camera settings (frame rate, resolution, exposure lock) preset for cinematic results
A shooting schedule built around natural light on the farm
A short list of affordable accessories that elevate phone footage immediately
A simple workflow for handing footage off to an editor (or editing it themselves in apps like Final Cut)
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Oneida/Penobscot
Getting WISER to the Power of the Visitor Experience
Presented by Dan Gingiss
Want your team to stop talking about the visitor experience and start creating it? In this hands-on session, participants put Dan's WISE framework – Witty, Immersive, Shareable, and Extraordinary – into action. They are also introduced to a bonus letter – "R" for Responsive – that will make them WISER than the competition.
Built on two decades of real-world experience studying what makes people come back – and tell their friends – this workshop is an idea-generating engine where your people roll up their sleeves and brainstorm simple, practical, and inexpensive improvements to the on-farm experience that you can implement before next season.
By the end, you'll have a long list of visitor-focused ideas – created by your own team, plus a room full of energized Experience Makers ready to bring them to life.
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Schaghticoke
Production, People & Prosperity: But What About Our Well-Being?
Presented by Jason Haglund
The constant stress and struggles that farming itself brings is compounded by the time, energy and financial burdens of the agritourism aspects of the operation.
Let's shed light on the pressing challenges faced by agritourism operators, as farm families generally don’t acknowledge the impacts of stress and well-being to the detriment of their physical health and emotional wellbeing.
Through engaging discussions and expert insights, we will explore the unique hurdles farmers and agritourism operators are facing, and more importantly – the tools you can use to address the physical and emotional tolls of this work.
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Nehantic/Pequot/Paugussett
Growing Your Workforce: How Farms Can Cultivate Talent, Purpose and Community
Presented by Emily Daigle
Faced with persistent labor shortages, high turnover, and exhausting retraining cycles, many agritourism and farm-based enterprises find themselves asking: Where do we find reliable help? The answer is, right within your existing community.
In this interactive, one-hour session, Dr. Emily Daigle introduces a practical, step-by-step framework that reframes your farm as a "Living Workforce Lab." You will learn how to design an environment, a workflow, and a support structure where neurodivergent young adults and individuals with diverse abilities can thrive in real farm jobs.
This is not a theoretical lecture on inclusion; it is a practical blueprint backed by hard data. Dr. Daigle will share compelling financial research proving that inclusive hiring isn't just a feel-good program—it’s a major fiscal win. Studies show that businesses utilizing inclusive hiring models experience significantly lower turnover costs, a 25% increase in individual employee productivity, and substantially higher net income compared to industry peers.
You will leave this session inspired to build this system on your own farm, from breaking down every day operational tasks into teachable parts, to connecting with local school transition programs and vocational pipelines. Furthermore, you will discover how this model helps you capture a rapidly growing market of purpose-driven consumers. Today’s families and visitors want to spend their money at farms that actively invest in their community. Walk away with actionable, "boots on the ground" strategies to reduce your overhead, stabilize your staffing, grow your customer base, and cultivate a workforce rooted in loyalty and purpose.
Key Takeaways:
● Learn how minor adjustments to your farm's physical environment and daily routines create massive gains in worker productivity and retention.
● The Zone of Proximal Productivity: Discover how to find the "sweet spot" of support—giving a new worker just enough structure to succeed and build confidence without slowing down your operations or creating over-dependence.
● Your Local Talent Map: Identify the specific community partnerships and local organizations right in your backyard that are waiting to connect you to a loyal workforce pipeline.
● The Bottom-Line Case & Purpose Advantage: Review the data behind the financial and marketing rewards of inclusion, learning how to lower your retraining costs while authentically attracting socially conscious consumers to your farm events.
Sunday Feb. 7th, 2027 | 9:30 – 10:30 a.m. | Salon A3
Best Practices: Who They’re For, What They Are, and Why They Matter
Presented by Kim Ayers, Sara Mazzolla, Joan Allgaier
Best practices are more than a checklist—they define professionalism, protect credibility, and give our industry a unified voice.
In this session, we will break down who they serve, what they are, and why they matter now more than ever. From traffic flow and public access to attractions, animal interaction, food service, and emergency preparedness, we’ll highlight practical ways agritourism operations of all sizes can create safer, stronger, and more sustainable businesses.
Expect an engaging, honest conversation focused on how best practices protect operations, strengthen our reputation, and position agritourism to lead its own future—on our terms.
Sunday Feb. 7th, 2027 |9:30 – 10:30 a.m. | Passamaquoddy/Brothertown
Interactive Community Partnered Events
Presented by Brad Gritt, Gritt’s Farm, and Helen Messick, Messick’s Farm Market
Collaborating with your local businesses to create an interactive experience for your guests not only creates a much anticipated annual event, but solidifies you as a supportive partner of your community.
Join Helen Messick of Messick’s Farm Market and Brad Gritt of Gritt’s Farm as they showcase the nuts and bolts of implementing their community partnered events - from the process of reaching out to prospective participating local companies/organizations to operational costs, safety protocols, marketing and staffing.
The two events that will be highlighted:
DEMO DAY at Gritt’s Fun Farm
Demo Day is your chance to climb into the cab of a real CAT® mini excavator and test your skills in a one-of-a-kind ball-moving challenge. Whether you’re scooping softballs or dropping basketballs into giant cans, it’s a hands-on experience for all ages.
Mini excavator stations for kids (with parents) and adults, guided by Boyd CAT team members.
Skill games using softballs, basketballs, cones, and cans—no digging required.
Free custom plastic hard hats for the first 1,500 kids in attendance.
Try your hand at the CAT® Simulator and score some giveaways.
Snap pics and climb aboard static CAT® machines around the farm!
Kickoff to Classroom at Messick’s Farm Market
Kickoff to Classroom is a free community event benefiting local charity and celebrating the start of a new school year. This event helps us to celebrate the fall season in a new and collaborative way with the community.
Bring a school supply donation to help support local students and teachers.
Free playground admission
Enjoy a Touch-a-Truck with over 6 participating community partners
Stamp your handprint on our signature Virginia LOVE sign.
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Salon A2
Plant Your People
Presented by John Kennedy
Building a people-first culture where employees are fully engaged and focused on the success of your customer and your company.
The ultimate challenge of any business is the alignment of your people and processes to deliver a consistent customer experience year after year.
John will focus on the process of becoming a people-first culture and the necessary steps needed to ensure your employees think like owners and deliver
Take-Aways:
The six steps to delivering an exceptional and consistent customer experience
The top motivators of employee engagement to focus on daily
A comprehensive “Plant Your People” playbook to use in the 2027 season.
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Abenaki
Building Flower Structure Displays
Presented by Marc-Andre Isabel
What makes a flower display become the most photographed spot on your farm? It’s not just the flowers—it’s the experience you design.
In this session, Marc-André will share the key principles and real-world processes he uses to create flower structures that attract attention, encourage interaction, and drive social media sharing. We’ll look at what works, what doesn’t, and how to turn a simple concept into a must-see photo destination.
He’ll also share a detailed look at his large-scale moon crescent flower structure—from the original idea to the final build—along with what he learned once it was in the field and how visitors interacted with it.
In this session, you will learn:
How to generate strong ideas for flower structures
How to evaluate ideas based on visual impact and shareability
Why some designs fail—even when they look good
Lessons from our heart arches, stairway structures, and the moon crescent
Key build decisions and flower selection
Simple ways to increase photo engagement
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Oneida/Penobscot
Building the Right Digital Marketing Campaign for your Farm
Presented by Rachael Woods
In this session we'll take a deep dive into digital marketing strategy, leaving social media posts at the door. Optimal campaign configuration can vary depending on your goals, so we'll break down the different platforms and discuss how to best apply them for specific outcomes.
Understand which digital marketing channels align with your goals and how to get the most out of them
Learn how to accurately measure success, depending on your target outcomes
When you're not hitting your targets, troubleshoot your customer journey using performance metrics
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Schaghticoke
Experiential Round Table: Mastering Your Stress Response
Presented by Deanna Black
Agritourism has a multitude of factors that are out of our control, as well as many that are. Do these factors motivate high performance, or does it set you back, possibly even to the point of debilitation?
The ability to recognize how you define and perceive stress contributes to either a reaction or a response.
We’ve all heard the sayings:
Pressure is required to make a diamond.
What doesn’t kill you makes you stronger.
God only gives you what you can handle (in which Mother Theresa apparently replied, “I wish he didn’t trust me so much”)
In this round table we will collectively come to understand:
Basic hormone and nervous system responses
Stress: is it positive or negative?
Trigger recognition
Intuitive skills with an awareness of mind-body connection
Together we will Practice:
Tools to build resilience physically, mentally and emotionally
Techniques for in the moment occurrences
Rest and recovery exercises
Sunday Feb. 7th, 2027 |10:45 a.m. – 12:15 p.m. | Nehantic/Pequot/Paugussett
Retail Best Practices: Analogies & Insights for Farm Markets
Presented by Jonathan Raduns
AIn this session, we will illustrate proven retail strategies through simple and memorable analogies.
We’ll explore the psychological & scientific effects driving your store: including the subtle factors impacting your team and how your guests shop.
You’ll also receive Best-in-Class inspirations from real-world examples of exceptional retailing from a variety of farm operations and parallel industry perspectives.
Sunday Feb. 7th, 2027 | 10:45 a.m. – 12:15 p.m. | Salon A3
What's Coming - ASTM Standards and What Every Farm Needs to Know
Presented by Kim Ayers, Sara Mazzolla, Joan Allgaier, Avery Wheelock
A major shift is coming to agritourism—and many operators have not heard about it yet.
This panel is designed to introduce and break down ASTM standards, what they are, and why they are about to directly impact farms and attraction-based businesses across the country.
ASTM International (formerly the American Society for Testing and Materials) develops global standards that establish guidelines for safety, design, operation, maintenance, and inspection across a wide range of industries.
Within the attractions space, ASTM Committee F24 focuses specifically on amusement rides, devices, and attractions—covering everything from how they are built to how they are operated and maintained.
These standards apply more broadly than many farms expect. In agritourism, they can impact attractions such as:
Hayrides and wagon rides
Jump pads and inflatables
Slides, climbing features, and play structures
Zip lines, ropes courses, and adventure attractions
The panel will provide a high-level introduction to key standards such as ASTM F2291 (design of amusement rides and devices), along with how related standards address operation, maintenance, inspection, and overall safety expectations.
Avery Wheelock, Safety Inspector , will introduce what is coming, how these standards are beginning to show up in oversight and evaluation, and the must-do areas that are likely to impact nearly every farm with attractions.
This is a high-level session focused on awareness and understanding—giving operators clear insight into what applies to them, what changes are coming, and how to begin preparing now.
Join us for a candid, forward-looking discussion on what these standards mean for your operation—and how to get ahead of them before they start defining the industry for you.
Sunday Feb. 7th, 2027 | 1:45 p.m. – 4:00 p.m. | Salon A2
Gamify Your Farm With The Great Game of Business
Presented by John Kennedy
ABuild a workplace culture with the pillars of education, communication, and motivation through measurement, metrics and momentum.
John Kennedy has been presenting the concepts of the Great Game of Business for over 20 years and is pleased to introduce the NAFDMA membership to the successful strategies of open book management.
This comprehensive deep dive program will provide you with the ten steps necessary to create a culture of maximum ownership and employee engagement.
Take-Aways:
How to facilitate mini-games on your farm to drive seasonal employees to swing for the fence
Learn the concept of “gain-share” to create a mindset of ownership within your team
A master-checklist of steps to launch open-book management into your organization
Sunday Feb. 7th, 2027 | 1:45 p.m. – 4:00 p.m. | Abenaki
Flower Upick Event Panel
Presented by
Lyndsay Mercer – Wildroot Flower Co.
Marc-André Isabel – La Belle De Coteau-Du-Lac
Shannon Allen – Bloom Hill Farm
In today’s digital world, audiences crave authenticity more than ever—and for agritourism businesses, that’s a huge opportunity.
This session explores the rising trend of “building in public”—a transparent, behind-the-scenes content strategy that invites your customers into your process, not just your product.
Learn how showcasing your journey—from planting and production to the unpredictable day-to-day of farm life—can forge deeper emotional connections, humanize your brand, and build lasting trust with visitors.
Whether it's an unpolished video of the goats escaping again or a candid story about your family’s commitment to sustainability, we'll show you how pulling back the curtain creates more powerful owned media and cultivates loyalty that lasts far beyond the farm gate.
Monday Feb. 9th, 2026 | 9:45 a.m. – 10:45 a.m. | Gold Coast 3/4
Income Tax Savings When You Need It Most - How a Cash Balance Plan Can Give You BIG Tax Deductions and Make Your Farm Succession Plan Better
Presented by Chris Roehm
Farmers often have the biggest income tax bills in the 3-5 years before they retire.
In this session you will:
Learn how Cash Balance Plans can allow you to sock away $100,000, or more, per year, pre-tax
Understand why you should fill your retirement plan bucket before shifting income to your successor
Gain an understanding of the Backstage View: Customizing the Design, Implementation and Administration
Be able to forward this information to tax advisors: Cash Balance Plans are way more flexible than you may think
Monday Feb. 9th, 2026 | 9:45 a.m. – 10:45 a.m. | Universal C1/2/3
Opening the Farm Gates: ADA Accessibility for Agritourism Guests
Presented by Jackie Schweichler
In this session we will cover how the ADA applies to agritourism, the general requirements for businesses, and a variety of ways in which your operation could be made more inclusive and accessible to your guests.
A large portion of the session will focus on service animals and emotional support animals, including definitions, appropriate fees, on-farm standards, and how to approach guests accompanied by dogs.
Along with the above, we will touch upon other aspects of ADA compliance including the following:
Physical Barriers / Structures and pathways
Digital Accessibility (Website/Social Media)
Paying for ADA Updates & Tax Benefits
Dispute Resolution
By the end of this session, you will have gained the understanding of the information needed to create a checklist for ADA compliance, and ways to best implement them into your operation.
Monday Feb. 9th, 2026 | 9:45 a.m. – 10:45 a.m. | Universal D1/2/3
Designing with Purpose: Rethinking Farm Layout for Impact and Profit
Presented by Jeff Greenwood
Unlock the full potential of your farm by designing with purpose. In this dynamic session, agritourism expert Jeff Greenwood returns with new strategies and real-world examples to help you reimagine your layout from your guests’ perspective.
Move beyond surface-level tips and dive into how guest behavior, movement patterns, and emotional influences shape the visitor experience.
Whether you're fine-tuning an existing setup or planning a complete redesign, you’ll gain the insight and practical tools needed to create a farm environment that’s not only more engaging but also more efficient and profitable.
Monday Feb. 9th, 2026 | 9:45 a.m. – 10:45 a.m. | Universal E1/2/3
The Dreamer, The Realist, and The Critic: Disney’s Ingredients for Impactful Teams
Presented by Erika Bayh
Walt Disney’s famous creative process for expanding new ideas is more than just an effective brainstorming tool—it’s also an important reminder of how strong teams are built. Whether you are a dreamer, a realist, or a critic, your voice is needed, and your input helps drive an idea, or an organization, forward.
Participants of this workshop will explore the benefits of the “dreamer, realist, and critic” approach, and will assess their own team’s opportunities for growth.
Monday Feb. 9th, 2026 |11:00 a.m. – 12:00 p.m. | Space Coast 1/2/3
Optimize the Customer Experience - The Rest of the Story
Presented by Mary Temple
Face it, during peak seasons it can be a hassle for your customers to find a place to park, wait in the entry line, wait again for events or food and then trudge back to the car after a long day. Tired, fussy kids and short tempers can dampen even the fondest memories made at your location.
In this session we will explore proven methods to optimize the customer experience - before and after the "main event", including ways to enhance the following:
Signage
Parking
Lines for Entry/Food & Beverage/Retail
Culture of Caring
Monday Feb. 9th, 2026 |11:00 a.m. – 12:00 p.m. | Universal F1/2/3
Technology Used at Eckert's to Manage Across Locations
Presented by Chris Eckert
Managing a farm retail operation of any scale is complicated. The ever-changing weather, crop conditions and varied events we encounter create chaos on a daily basis. When operating in multiple locations, this chaos increases at an exponential rate.
In this session, Chris will share the technology they are using at Eckert's to help make sense of the chaos.
Attendees will leave with a basic understanding of Microsoft Teams, Onenote and various website solutions as used in the daily operations at Eckert's.
Monday Feb. 9th, 2026 |11:00 a.m. – 12:00 p.m. | Sun & Surf 1/2/3
BUSINESS OWNERS ONLY SESSION
Delegating with Accountability
Presented by Kirsten Ramos
Panelists: Melissa & Brian Muetze, Laura & Keith Middleton, Ruth Ann Roney
This Session is for Business Owners Only
Delegating responsibilities and authority can seem challenging and often takes patience. Assessing priorities, “front loading” accountability, and delegating to the most appropriate people can make for more efficient work and can create a happier, more productive team all-around.
Key takeaways to include:
Prioritize effectively – understand what tasks truly require your attention versus what can be handed off.
Front-load accountability – set clear expectations at the start so responsibilities are understood.
Choose the right person – match tasks with team members’ strengths, skills, and capacity.
Empower with authority – give people not just responsibility, but the decision-making power they need.
Monday Feb. 9th, 2026 |11:00 a.m. – 12:00 p.m. | Gold Coast 1/2
Optimize Your Marketing Ecosystem
Presented by Erika Tebbens
Learn effective and creative ways to drive more guests to your agritourism experience, and then keep them engaged and even buying between visits.
You’ve leave knowing:
Simple strategies that often get overlooked for promotion, but are proven to boost turnout
How to enhance guest experiences to build raving fans and increase revenue
How to capture visitor information, and what to do with it after they’ve left, so they return again and again
Ways to leverage your marketing tools to keep bringing dollars-in-the-door between visits
Monday Feb. 9th, 2026 |11:00 a.m. – 12:00 p.m. | Gold Coast 3/4
Guaranteeing Farm Income: An Overview of Whole Farm Revenue Protection and Micro-Farm Crop Insurance
Presented by Kylee Zdunic-Rasch & Kyle Gannon
You read that correctly! What would you say if we can guarantee a portion of your farm income in the event of a loss through a crop insurance policy?
Learn about Whole Farm Revenue Protection and Micro-Farm crop insurance as a tool to accomplish this.
The highlight of this session will be a discussion including NAFDMA members with first-hand experience of utilizing this policy, how it functions, and the good, bad, but not ugly!
Monday Feb. 9th, 2026 |11:00 a.m. – 12:00 p.m. | Universal C1/2/3
Real Farms, Real Results: Social Media Design Tips Using Canva
Presented by Kellie Crye Ward
Panelists: Sam Dobler, Haley Graham, Taylor Huffman
What actually makes someone stop scrolling—and start clicking?
In this session, we’ll explore Canva design strategies and real examples from farms that are turning casual followers into loyal customers through scroll-stopping visuals.
You’ll learn how agritourism farmers use Canva (and AI) to quickly design seasonal posts, product spotlights, and event promos without hours on the screen. We’ll walk through time-saving workflows, smart template use, and how AI tools can assist with layout suggestions and design enhancements—helping you create polished posts fast.
You’ll leave with:
Time-saving design tricks you can use today
Real post ideas you can adapt for your farm
Practical ways to use AI to streamline your design process
Monday Feb. 9th, 2026|11:00 a.m. – 12:00 p.m. | Universal D1/2/3
Women of Agritourism: Stories of Grit, Growth & Guts
This session will NOT be recorded.
Presented by Courtney Ramsey
Panelists: Hilary Jensen, Emily Probst, Lisa Hill, Olivia Telschow
This highly rated session is back by popular demand. Attendees will hear directly from women navigating leadership, family dynamics, and farm operations. Courtney will facilitate an engaging conversation focused on real experiences, strategies, and challenges unique to women in the agritourism space.
Monday Feb. 9th, 2026 |11:00 a.m. – 12:00 p.m. | Universal E1/2/3
Counterintuitive Agritourism Business Logic: When Too Much Business and Your Pricing Strategy Work Against You
Presented by Frank Price
The more is better philosophy doesn't often apply with experience destination Agritourism businesses. In fact, having too much business, especially if it's not the right kind or priced incorrectly, can lead to more undesirable outcomes.
Managing the optimal number of guests will eliminate the “root” causes of friction, chaos, discomfort, and dissatisfaction, which all lead to a reduced desire for repeat visits. Overcrowding strains human resources and accelerates wear and tear on physical attractions. Furthermore, it burns out markets and makes you vulnerable to new competitors, making it harder to sustain success over time.
By focusing on doing "better" business rather than just more business, experience destinations can create a more sustainable and fulfilling experience for both guests and staff.
Attendees will come to understand:
Why less is more
New family markets - what they want and why
Control crowds by your offering, price and ticketing strategies
Case study of farms who have effectively implemented the changes needed for success
Monday Feb. 9th, 2026 |11:00 a.m. – 12:00 p.m. | Sun & Surf 1/2/3
The Psychology of Pricing: Maximizing Revenue and Customer Satisfaction
Presented by Maureen Baltori
This workshop reveals the psychological principles that drive purchasing decisions at agritourism destinations. We will explore proven pricing strategies through real-world case studies from trusted institutions, giving those insights an agritourism lens.
Learn to structure pricing that takes revenue and customer satisfaction into account exploring premium experiences, strategic pricing bundles, and optimal timing for ticket sales.
As a result of this session, you will be better able to:
Understand key psychological triggers that influence visitor spending patterns
Master premium experience pricing that enhances perceived value and satisfaction
Develop strategic package deals that increase the average transaction value
Implement timing-based pricing strategies to maximize advance purchases
Apply data-driven techniques to test and refine your pricing approach
Monday Feb. 9th, 2026 |1:30 p.m. – 3:45 p.m. | Universal C1/2/3
Social Styles, Strengths Finders and The Enneagram, Oh My: How Personality and Workplace Assessments Support Team Growth
Presented by Erika Bayh
In this workshop we will discuss a few of the more popular assessment tools out there, and learn how understanding more about ourselves and our team members works to strengthen our connection and improve our communication.
We will “self-assess” ourselves from both an Enneagram and a Strengths Finders lens, and discover how both our similarities to, and our differences from, our teammates can be our greatest opportunity for growth and connection.
Sunday Feb. 8th, 2026 | 1:30 p.m. – 3:45 p.m. | Space Coast 1/2/3/
Turning a Cut Flower Farm into an Agritourism Destination
Presented by Lyndsay Mercer ,
Panelists: Michele Brown, Marc-Andre Isabelle, Debbie Wickham
Michele Brown, Marc-Andre Isabelle, Debbie Wickham
A flower farm isn’t just about growing beautiful blooms—it’s a gateway to building a thriving, experience-driven business.
In this panel session, a team of seasoned flower farmers from Wickham Farms, Brown Hill Farms, and La Belle De Coteau-Du-Lac will dig into the real side of running agritourism on a working flower farm.
We’ll talk U-picks, workshops, farm stands, photo ops, and the logistics and pricing behind making it all sustainable and profitable.
Attendees will learn:
How to structure agritourism offerings that align with your farm’s capacity
Key systems for managing customer flow, liability, staffing, and setup
Creative revenue streams beyond the bouquet - merch, events, photo bookings, workshops & more
Marketing tips to create demand and keep people coming back
What works and what doesn’t from farmers who’ve lived it
Creating boundaries with the public
This session is for anyone dreaming of a flower-filled destination farm—or for those who are already doing it and want to run it with more intention, efficiency, and profit.
Monday Feb. 9th, 2026 | 1:30 p.m. – 3:45 p.m. | Gold Coast 1/2
I'm Getting Sued - Now What
This session will NOT be recorded.
Panelist : Sara Mazzolla, Joan Allgaier,, Kim Ayers , Scott DeBuck
Getting sued is never fun, but this seminar will go over what to do in the unfortunate event that a claim arises, or a lawsuit is served.
This session will go over the steps to take upon receipt of a letter of representation from a plaintiff’s lawyer and what to do if you have been served with a Complaint.
Attendees will learn the actions to take next.
Combined with a panel of NAFDMA peers sharing their own experiences, we will present the “dos and don’ts” by way of trivia questions to create an interactive approach to the process. Attendees will also learn the valuable lessons of preservation of evidence along the way in our game show presenting the process of litigation.
We will review best practices for preparing, using, and tailoring liability waivers for your needs.
We will explain the utility of signage around your farms – what your signs should address and where they should be posted.
We will discuss documenting your best practices and record retention, so you can produce evidence if a claim arises.
Attendees will learn how to improve their overall risk management strategy.
Monday Feb. 9th, 2026 |1:30 p.m. – 3:45 p.m. | Gold Coast 3/4
BEGINNERS ONLY SESSION So, You Decided to Start with Agritourism? Now What?
Presented by Krista Duynisveld Hulshof
You’ve taken the exciting leap into agritourism—now it’s time to build your vision with intention. This interactive, workshop-style session is designed for farm owners who are in the early years of their agritourism journey (0–5 years) and are ready to turn ideas into action. Krista will guide you through essential strategies for sustainable growth.
You’ll work through a curated workbook packed with activities to clarify your offerings, focusing on your core client, telling a strong story, and begin shaping your next steps. Together, we’ll explore key topics including master planning, authority approvals, building with sustainability and future-proofing in mind, and budgeting for future design and construction.
There will be time for open Q&A, discussion, and personalized guidance throughout. By the end, you'll walk away not just inspired, but with a real roadmap in hand.
Monday Feb. 9th, 2026 |1:30 p.m. – 3:45 p.m. | Universal D1/2/3
Fix It, Don’t Fake It: Real Talk Strategies for Resolving Team Conflict
Presented by Courtney Ramsey
Seasonal team members ghosting mid-shift. Misunderstandings between the “lifers” and the “newbies.” Communication meltdowns between 20-somethings and 60-somethings. Sound familiar?
Conflict is inevitable on a team—especially when you mix multiple generations and short-term workers. But avoiding tough conversations doesn’t make the problem go away—it makes it worse. This session gives farm leaders and managers a simple, real-world approach to handling conflict early, clearly, and respectfully.
With a blend of practical tips, relatable stories, and hands-on practice, participants will learn how to approach tough conversations with confidence—whether it’s with a 17-year-old summer hire or a long-time peer.
Takeaways:
Use the “Tough Conversations” Framework to start hard conversations without making things worse
Learn phrases that reduce defensiveness and encourage real dialogue
Share what you learned back home with your team via the “Bonus Tools” you’ll get at the session
Monday Feb. 9th, 2026 |1:30 p.m. – 3:45 p.m. | Gold Coast 3/4
Bishop’s Pumpkin Farm-53 Seasons and Counting
Presented by Bishop’s Pumpkin Farm
Wayne Bishop, President and Retired CEO of Bishop’s Pumpkin Farm, and his two sons, Lee Bishop CEO and Austin Bishop COO, will share some of their inside information that got them through 53 seasons and enable them to serve 400,000+ guests in 9 weeks annually. They will give you some of their real data and real lessons learned along the way.
The Farm
Who is Bishop’s Pumpkin Farm?
53 Years of Growth with almost no marketing money
Building Lifelong Guests- Don’t dig for today’s cents, build for tomorrow’s dollar
Company Culture- Becoming a company that rewards employees and how that affects retention rate & customer satisfaction
The Business
Food is an Attraction - Having a food program that drives attendance
Data Driven Decisions- Using data you already have, to prioritize your project list
Government Relations - Stop fighting your local government and become the people they want to help
The Future of Bishop’s Pumpkin Farm - Strategic Planning happens year round
Monday Feb. 9th, 2026 |1:30 p.m. – 3:45 p.m. | Universal E1/2/3
Your Farm Store’s Hidden Harvest: Uncovering Retail Profits in Plain Sight
Presented by Jonathan Raduns
Panelists: Alex Brown (Indrio Brands / Sun Harvest Citrus), Stephanie Stuckey (Stuckey’s), Laura Ten Eyck (Indian Ladder Farms), Les Richardson (Richardson’s Farms)
Imagine walking through your farm store and seeing the money you've been leaving on the table. Are you ready to unlock the full potential of your farm store?
Join retail food strategist Jonathan Raduns on a journey to discover the unknown and underutilized selling spaces that are limiting your profits.
He'll give you a new pair of eyes to see your store and build powerful profit centers.
You'll go beyond just selling products to strategically cultivating a store layout that can dramatically boost sales and enhance the customer experience.
At the end of this session, you’ll be able to:
Activate underutilized selling space to increase your sales per square foot.
Evaluate the true "opportunity cost" of your current layout and turn it into a profit plan.
Harvest more sales by developing merchandising plans that adapt to your business goals and the rhythm of the seasons.