Agritourism on The Family Farm with Michael Holtzman, CEO PPF Worldwide

In this episode, we had the pleasure of hosting Michael Holtzman, CEO of Profitable Food Systems Worldwide, to delve into the world of agritourism. Michael has extensive experience consulting with farms, offering valuable insights into the industry.

Michael Holtzman has consulted with 50 farms in the last 5 years, gaining unique perspectives and insights into the agritourism operating model.

The journey began with Vala’s in Omaha, Nebraska, a farm boasting over 300 acres and an impressive 22,000 daily visitors. This farm sets the gold standard in innovation within the industry, with 28 food outlets on the property. The key takeaway is to learn from pioneers like Vala’s and understand how they organize and structure their farm.

Captive dining emerged as a strategy to optimize the food and beverage offerings, maximizing revenue potential for farms. A compelling analogy was drawn between Disney Land and Disney World, highlighting the importance of strategic planning and layout.

A significant challenge faced by farms is the escalating costs associated with delivering wholesale products. Selling retail on the farm directly to consumers presents a viable solution, enabling farmers to achieve profitability and ensure the long-term sustainability of the American farming sector.

Agritourism is witnessing exponential growth, yet many farms struggle to price their unique products appropriately. It's crucial for farms to reset their operations and realize their worth to sustainably contribute to this burgeoning sector. Investing approximately $1 million in a new farm to enter this category can yield a quick return on investment (ROI).

Another aspect explored is the role of fun farm games in enhancing the visitor experience and revenue generation. Additionally, it was highlighted that Food and Beverage (F&B) offerings can be a significant revenue generator, standing as the second-highest revenue contributor after attendance.

A pertinent question raised was: What is the magic number of guests and acreage? This question invites further exploration into the optimal balance of guest numbers and acreage to ensure the farm's success and profitability.

Season 3, Episode 60:

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Are you looking for a fun and light-hearted podcast to discover unique brands and learn about the people and strategies successful companies are implementing in the CPG and Food and Beverage Industry?  The brands featured here take us into the world of innovation, sustainability, good for you, lifestyle, QSR, Foodservice, Distribution, DTC, Club, and more.

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