The Hidden Role of Flower Farmers: Educators in the Agritourism Era

When someone visits your flower farm, they probably come looking for beauty, peace, maybe even that perfect photo. And sure, we’re proud to provide that. But if you’re a flower farmer inviting the public onto your land, I want to challenge you to think a little deeper: What else are you offering?

The truth is, you’re not just sharing flowers. You’re sharing a story. And whether you realize it or not, that makes you a teacher.

Agritourism Isn’t Just Entertainment—It’s a Responsibility

I’ve been thinking a lot lately about how agritourism has grown—how more and more of us are opening our farms for tours, U-picks, workshops, and events. It’s wonderful, and it can be a joy. But it also carries a responsibility that doesn’t get talked about enough.

Visitors come with questions, curiosity, and sometimes misconceptions about what farming really looks like. And when they walk through your gate, you’re the one who gets to answer. You get to help them understand how weather affects a harvest, why certain flowers aren't blooming yet, or what “local” and “seasonal” actually mean. That’s no small thing.

Farming Exists on a Spectrum—Let’s Talk About It

One of the conversations I find most valuable is about the spectrum of farming. It’s easy to pit small farms against big agriculture, but the reality is more nuanced. We’re all part of a much larger food system—and each part plays a role.

When you welcome visitors, you have a chance to help them understand that balance. Why does big ag exist? What’s the value of supporting local? These are rich, necessary conversations that can help people see farming with more clarity and compassion.

Hosting Means Teaching—Whether You Want To or Not

I get it—some of us didn’t sign up to be spokespeople. You might feel like you're just trying to grow good flowers and keep your business running. But the moment someone walks onto your farm, you step into a new role. People are watching, listening, and learning from you, whether you’re ready or not.

That doesn’t mean you need a PowerPoint presentation or a soapbox. Just be open. Share your reality. Let people see the hard work, the unpredictability, the love that goes into what you do. That’s the kind of authenticity that builds trust—and trust leads to loyal customers, informed consumers, and stronger communities.

Let’s Embrace the Role

If you’re a flower farmer participating in agritourism, I hope you’ll embrace this role as an educator. It doesn’t have to be perfect. You don’t have to have all the answers. But every time you take a few minutes to explain what’s blooming and why—or what it means to support local—you’re making an impact.

You’re helping people understand agriculture on a deeper level. And that’s powerful.

So the next time you’re setting up for a U-pick, walking someone through the fields, or chatting with a customer at checkout—remember: You’re not just growing flowers. You’re growing awareness.

Thanks for doing the work, and for letting me be part of this journey with you.