When I connected with Janice Wright of Rooted in NC, I knew we were going to have an honest conversation about farm marketing, agritourism, and the very real struggles farmers face when trying to grow their businesses.
Janice didn’t grow up in agriculture. She didn’t start in marketing for farms. In fact, she laughs when she tells the story.
“I became a farmer not to be a marketer.”
And that — she says — is the number one thing she hears from her clients.
But in today’s world, growing food is only half the job. The other half is making sure customers know you exist.
From Texas Roots to North Carolina Farms
Janice is originally from San Antonio, Texas — a self-described “fireball” who brings personality, pink, and rhinestone boots into agriculture spaces that don’t always expect it.
She now lives in Sanford, North Carolina, about an hour south of Raleigh, where she works closely with farmers and agribusinesses through her brand Rooted in NC and her lifestyle blog My Suitcase Dreams.
Her entry into agriculture wasn’t planned.
“It was you guys — it was the farmers. Everyone I met was so humble. They had such a hard time talking about themselves.”
And that humility, while admirable, often becomes a marketing roadblock.
The Biggest Farm Marketing Challenges
When farmers approach Janice for help, the themes are consistent:
- “I don’t have time for marketing.”
- “I don’t even know where to start.”
- “I don’t want to be an influencer.”
- “How much is this going to cost me?”
Sound familiar?
Janice is quick to reframe the conversation:
“All that hard work’s going to be for nothing if you don’t have the customer to buy it.”
She emphasizes that marketing doesn’t have to be flashy or expensive. In fact, many farms don’t need more followers — they need more local customers.
“Do you want 100 likes on a post, or would you rather 10 of those customers walk through your door?”
That distinction is critical.
Why Grassroots Marketing Still Wins
In a digital world obsessed with numbers, Janice pushes back against vanity metrics.
She often asks clients:
Are those out-of-state followers actually coming to your farm event?
Silence usually follows.
Instead, she advocates for grassroots marketing strategies that cost little or nothing:
- Attend chamber meetings
- Introduce yourself at town hall events
- Visit neighboring farms
- Comment in local Facebook groups
- Improve farm signage
- Clarify your message
“People can’t find your farm and know how to support you if they don’t even know you’re there.”
She compares farm marketing to Swiss cheese:
“Let me find the holes.”
Is the problem signage? Messaging? Online presence? Customer experience? Confusion about offerings?
Marketing, she explains, is about diagnosing the real issue — not just posting on Instagram.
Agritourism: Opportunity — or Risk?
As agritourism continues to grow across North Carolina and beyond, many farms are exploring diversification.
Janice sees both opportunity and caution.
“Agritourism is that first hello — like Bath & Body Works when you walk in.”
It’s a powerful entry point for community connection. Many people have never stepped foot on a farm or stood next to a livestock animal. That first experience matters.
But she also stresses preparation.
“Before you invite people to your farm, that’s a risk. Let’s talk things through first.”
She’s coached farms through real-world scenarios — from handling unexpected visitor questions to preparing staff for comments about livestock or manure.
“That poop is coming. I can clean it up and it’ll happen again.”
The reality of farm life can surprise first-time visitors. Successful agritourism requires planning, clear communication, and a strategy for turning first-time guests into repeat customers.
The Power of Community Collaboration
One of Janice’s most impactful initiatives is her twice-a-year women-in-business events held at local farms. These gatherings blend:
- Women in agriculture
- Women in general business
- Farm-to-table meals
- Wellness sessions
- Small breakout discussions
Her goal? Break down silos between agriculture and the broader business community.
“We can’t expect people to show up for us if we’re not showing up.”
She’s seen powerful collaborations emerge — from massage therapists supporting farmers to local retailers highlighting farm products.
Agriculture, she believes, is a major economic driver — but farmers often undersell themselves.
“Let’s start showing up loud and proud and let them know that we’re here.”
Marketing Doesn’t Have to Be Expensive
One of the most empowering parts of our conversation was Janice’s reminder that marketing doesn’t require massive budgets.
She literally held up a $25 tripod that follows her while filming.
“Even if it’s just starting with this.”
Her message is simple: start where you are.
Marketing can be:
- One introduction
- One town hall visit
- One improved sign
- One authentic video
- One community partnership
Small steps compound.
Why Authenticity Wins
Janice is known for her glittery boots, cow-print branding, and big personality. But that authenticity is intentional.
“We want our farmers to show up as themselves.”
She has watched skeptical farmers — especially those resistant to social media — slowly come around after seeing real results.
Her favorite success stories?
“Winning them over to say, this really does work.”
Final Thoughts: Connection Is the Strategy
At its core, farm marketing isn’t about algorithms.
It’s about connection.
Connection to community.
Connection to story.
Connection to purpose.
Janice and I both believe the same thing: agriculture is too important to stay quiet.
Farmers deserve customers who understand their work.
Communities deserve to know where their food comes from.
And marketing — done thoughtfully — bridges that gap.
If you’re a farmer feeling overwhelmed by marketing or exploring agritourism in North Carolina (or anywhere), start small.
As Janice says:
“Build a goal and move your farm forward — baby steps. It doesn’t have to be an outrageous number that causes you not even to try.”
Click here to listen to the Agri-Tourist Podcast 93 with Janice Wright.