As traditional farmers markets and CSAs become increasingly labor-intensive and financially challenging, many small and mid-scale farmers are searching for sustainable alternatives. In a conversation on The Agri-Tourist Podcast, I sat down with Megan Neubauer, farmer, author, and co-founder of a highly successful pick-your-own farm just outside Dallas, Texas, to explore how agritourism—done differently—can transform both farm profitability and community connection.
What emerged was a powerful case study in pick-your-own farming as a scalable, human-centered business model, one that replaces burnout with balance and turns customers into deeply loyal supporters.
From Biotech to the Field: A Science-Driven Farming Background
Megan didn’t grow up farming. Before agriculture, she built a career in biology, biotech, and academic research, managing a pediatric oncology lab at UT Southwestern Medical Center. Her father, now her farming partner, was an engineer.
That background matters.
“There’s a lot of science involved in what we do,” Megan shared. “We just get to be outside now.”
Together, their science-and-engineering mindset shaped a farm rooted in soil biology, efficiency, and systems thinking—a foundation that would later support their innovative agritourism model.
Building a Farm Near the City: Why Location Matters
In 2011, Megan’s father purchased a 28-acre property just 30 minutes north of Dallas, right as suburban sprawl accelerated across North Texas. What was once pastureland and former cotton fields is now surrounded by rapid development.
This proximity to a major metro area became one of the farm’s greatest assets.
“People are grateful that we’re here—and that we’re so close,” Megan explained.
Key Insight: Farms within 30–40 miles of dense population centers are uniquely positioned for agritourism success, especially pick-your-own models.
Why Farmers Markets Weren’t Enough
Like many farmers, Megan and her dad started at farmers markets. Without cold storage, buildings, or staff, the routine was exhausting:
- Harvest everything themselves
- Store produce in home refrigerators
- Transport and sell in short market windows
- Lose unsold product and customer ownership
Over time, Megan realized something critical:
Farmers markets don’t belong to farmers—the customers do not either.
When markets disappear or change (as many did during COVID), farmers often lose their entire customer base overnight.
The Breakthrough: Pick-Your-Own as a Scalable Farm Model
Everything changed when customers came to pick blackberries—and asked to pick everything else.
That curiosity sparked a new idea: What if customers did the harvesting themselves?
Today, Megan’s farm sells thousands of dollars of produce in a single Saturday, without harvesting, washing, packing, or transporting a single item.
“I might lose $100 worth of produce to damage—but I sell $5,000 without picking a thing.”
This shift radically reduced labor while increasing yield, revenue, and customer satisfaction.
Solving the Biggest Fear: “Won’t Customers Destroy the Plants?”
This is every farmer’s concern—and Megan had it too.
The solution wasn’t rules. It was design and culture:
- Limited ticketed entry (never overcrowded)
- Timed sessions that sell out
- Calm, welcoming environment
- Clear picking zones and expectations
In practice, plant damage is minimal and financially insignificant compared to labor savings and increased sales.
Agritourists vs. Farmers Market Shoppers
Megan described agritourists perfectly:
“An agritourist is a farmers market shopper on steroids.”
These customers:
- Drive 30+ miles
- Buy tickets in advance
- Spend an hour working in the field
- Bring kids, strollers, and extended family
- Value relationships with farmers above all else
Surprisingly, surveys showed the #1 reason people come isn’t produce—it’s connection.
Seven Years In: What the Data Reveals
After seven seasons, Megan sees two clear customer groups:
- Frequent pickers (weekly grocery shoppers)
- One-time experiential visitors
To serve both, she introduced:
- Season passes
- Weekday-only passes
- Priority access for loyal customers
These changes increased weekday revenue and stabilized demand—something CSAs and markets rarely achieve.
What Grows Best in a Pick-Your-Own Farm?
Not everything belongs in a pick-your-own field. Megan refined her crops based on customer behavior, not tradition.
Top performers:
- Carrots (especially with kids)
- Cherry & slicing tomatoes
- Cucumbers, squash, zucchini
- Garlic, onions, beets
- Flowers (especially experiential varieties)
What didn’t work:
- Kale and anything requiring bunching
- Crops with complicated harvesting techniques
Key insight: If customers aren’t comfortable picking it, don’t grow it.
The 5 Criteria for Pick-Your-Own Farm Success
In her book, Megan outlines five non-negotiables for farmers considering this model:
- Land near a population center
- A hospitable climate and realistic season window
- Startup capital for equipment and infrastructure
- The ability to grow exceptionally high-quality produce
- A genuine enjoyment of people and hospitality
“People remember our names—even if they only come once.”
That human connection drives reviews, referrals, and long-term viability.
More Than Revenue: Why Agritourism Matters
Even if visitors never return, Megan sees success in something deeper:
- Kids remembering carrots years later
- Families reconnecting with food
- New appreciation for farming and local agriculture
“If a kid gets dirty, has fun, and remembers the farm—that matters.”
Why This Model Is Gaining Global Attention
Since the book’s release, Megan has heard from farmers across the U.S.—and as far away as Canada, Australia, and Peru—all experimenting with pick-your-own models tailored to their regions.
The future of small farming may not be about growing less—but about letting customers do more.
Final Thought
Pick-your-own farming isn’t just an agritourism trend—it’s a rethink of labor, economics, and connection. For farmers burned out by markets and CSAs, it offers a viable, joyful alternative rooted in community, efficiency, and experience.
If you’re reimagining your farm’s future, this model deserves a serious look.
Click here to listen to The Agri-Tourist Podcat episode with Megan: How to Profit from a Pick Your Own Farm with Megan Neubauer
