Murray Family Farms has become a thriving cornerstone of agritourism in the Central Valley. (Photo: Lizzy Stevens/Valley Ag Voice)

By Lizzy Stevens, Copy Editor, Valley Ag Voice 

Agritourism is increasing, blending the best of agriculture and tourism to give people a taste of farm life while boosting local economies. It’s a unique experience that can include everything from staying overnight on a farm and picking fresh fruit to taking behind-the-scenes tours of agricultural operations or learning hands-on skills like cooking with farm-fresh ingredients or practicing sustainable farming techniques. 

Recently, Rachael Callahan, the statewide agritourism coordinator with UC Davis, spoke on a panel during the California Farm Bureau Annual Meeting in Monterey.  

“Agritourism helps farmers and ranchers diversify their income and increase resiliency,” stated Callahan.  

The COVID-19 pandemic, in particular, highlighted the added benefit that farms offered to the public by providing outdoor areas with wide spaces to allow for social distancing while also providing direct-to-consumer products.  

“You don’t have to go it alone; agritourism is really primed with partnerships and collaborations,” Callahan said. 

For visitors, agritourism can be a way to step away from the hustle and bustle of city life and connect with nature. It’s a chance to see where food comes from and appreciate the work and people behind it. Families, schools, and food enthusiasts tend to be drawn to the educational side of it—it’s not just fun but also a meaningful way to learn about farming and food production.  

For farmers and rural communities, agritourism can be a game-changer. It allows farms to bring in additional income, especially in areas where crop prices can be unpredictable or farming alone isn’t always enough to ensure the desired bottom line. Plus, when tourists visit rural areas, other businesses can reap the benefits. Local businesses—like restaurants, shops, and small hotels—get a boost too. More visitors mean more jobs and more substantial support for the local economy.  

One example of successful agritourism is at Murray Family Farms. I got the chance to tour the farm near the “Big Red Barn” and see the variety of entertainment that this year-round working farm with a U-Pick program provides to visitors.  

Initially starting as a flame seedless grape farm and then primarily a cherry farm, they now have almost 200 varieties of fruits, several of which are rare and provide an additional attraction.  

“When it became apparent we couldn’t sell all of it in our store, then we started expanding our farmers’ markets, and now during our peak, we’ll be in as many as 24 different farmers’ markets,” Steve Murray Sr., owner of Murray Family Farms said.  

Murray explained that “with tremendous gratification, we took our babies in backpacks” to the markets, and now they’re in their thirties, helping in various ways with the family business. In fact, this year, Murray Family Farms earned the title of “Most Loved Farmer of the Year” at the Santa Monica Farmer’s Market—for the 6th, non-consecutive year. 

Reflecting on the farm’s growth and commitment to its employees, Murray explained that strategic investments have brought lasting benefits.    

“About 12 years ago, we put in a Chevron station that allowed us to give an eighty percent match 401k for our employees—and so, most of our employees have been with us for over 15 years,” Murray said.  

Murray shared that he and his wife, Vickie, love interacting with the public and welcoming families and schools to their farm, where they often have thousands of schoolchildren come out to the organic blocks to learn, play, and pick fruit.  

“We started with nothing. The truth is, when you look at the Central Valley, especially Bakersfield, we have the opportunities that we have in oil and agriculture here, that people can come here, pursue their dreams, and own their own businesses,” Murray said. “The American dream has moved from owning your own home to owning your own business. […] We’re so proud to live in Kern County and continue to be a part of this community. We’re now seeing second-generation families coming out where the parents came out on a school tour.” 

To learn more about how your farm could implement a form of agritourism, several resources are available, including through UC Davis’ Sustainable Agriculture Research & Education Program. 

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