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37 <br /> FINAL DRAFT-5-27-26 <br /> Recommendation 8: Support farmers in expanding and diversifying their <br /> businesses through agritourism. Agritourism, or welcoming visitors to the farm for <br /> recreation, education, and/or purchasing farm products, is a means of <br /> diversification and potentially significant income generation (UC Sustainable <br /> Agriculture Research and Education Program, 2017). In the 2023 Orange County <br /> Farmer and Landowner Survey (Appendix 1 for summary), agritourism was cited <br /> nearly two times more often than any other measure as a way respondents <br /> would consider enhancing their farm business. Besides being a source of direct <br /> financial gain for farms, agritourism benefits farms by fostering customer <br /> relationships and enhancing customers' understanding of agriculture---non- <br /> material impacts that can lead to sustained financial support. In the 2023 <br /> Orange County Farmer and Landowner Survey, only one of three respondents <br /> indicated that they practice any form of agritourism on their farm. Priority <br /> Actions 8a and 8b are intended to introduce farmers to agritourism in its various <br /> forms and to support them in exploring agritourism initiatives. Agritourism <br /> initiatives entail welcoming visitors to the farm for rural activities (including <br /> recreation, education, and entertainment) that require a farm or natural setting <br /> with the goal of enhancing awareness and understanding of agriculture and/or <br /> the natural world. [Photo 13] <br /> Priority Action 8a: Form a County Agritourism Networking Group for peer-to-peer <br /> agritourism education and support. <br /> BENCHMARK/PROGRESS INDICATORS FUNDING/RESOURCES <br /> • Agritourism Networking Group County Extension agent <br /> formed <br /> • Number of participants <br /> • Participant ratings <br /> • Priority Action 8b: Incorporate an agritourism module into the new and <br /> beginning farmer education program (Priority Action 7a). <br /> BENCHMARK/PROGRESS INDICATORS FUNDING/RESOURCES <br /> Module completed and launched 0 County Extension agent <br /> • County staff including new <br /> proposed Ag Viability and <br /> Farmland Stewardship position <br /> Recommendation 9: Support farmers in efforts to expand into wholesale markets. <br /> Agriculture in Orange County is evolving toward a preponderance of small, <br /> diversified farms selling directly to the customer. Although Orange County has a <br /> 35 <br />