Agritourism & the Alberta Farm Fresh Producers Association

Agritourism is the experience of connecting people directly with farms, farmers, and food production through on-farm activities. This can include farm tours, u-picks, corn mazes, farm stores, workshops, farm dinners, educational events, and hands-on experiences that invite the public onto farms.

At its heart, agritourism is about relationships. It brings consumers closer to where their food comes from, helps farmers diversify income, and strengthens rural communities.

The Alberta Farm Fresh Producers Association (AFFPA) is a non-profit, producer-led organization that supports farms engaged in direct-to-consumer sales and agritourism across Alberta.

We exist to help farmers grow resilient, viable businesses while increasing public understanding, appreciation, and access to local food and farm experiences.

AFFPA works at the intersection of farming, tourism, and community. Our work includes:

• Supporting farmers who sell directly to the public
• Promoting agritourism across Alberta
• Advocating for practical, farm-friendly policies
• Offering professional development and resources
• Coordinating plant orders (such as strawberries and raspberries)
• Hosting conferences, farm tours, and learning events
• Sharing grants, programs, and industry updates
• Amplifying member farms through marketing and storytelling

A lot of the work happens quietly behind the scenes, building relationships, sitting at policy tables, writing grants, and creating systems that help farmers spend more time farming and less time navigating bureaucracy.

Farm & Producer Members

This membership tier is designed for Alberta-based farms and producers who are engaged in, or exploring, direct-to-consumer sales and agritourism.

Farm & Producer Members include:

• U-pick farms
• Farm stores and markets
• Orchards and greenhouses
• Market gardens
• Farms offering tours, events, or on-farm experiences
• Producers considering agritourism for the first time

This tier is focused on supporting farmers where they are, whether they’re just beginning or actively welcoming the public onto their farms. Members gain access to resources, peer learning, advocacy, promotion, and industry connections that help build resilient, people-facing farm businesses.

Commercial & Supporting Members

This membership tier is for businesses and organizations that support agritourism and direct-market farms.

AFFPA prioritizes partnerships with local Alberta and Canadian companies, recognizing the importance of keeping economic benefits close to the communities and farms we serve.

Commercial & Supporting Members may include:

Farm & production support
• Seed companies and plant suppliers
• Farm supply and equipment providers
• Food processing, packaging, and cold-storage suppliers
• Financial, accounting, and legal professionals serving farm businesses

Experience, events & tourism
• Event planners specializing in rural or outdoor events
• Tent, stage, washroom, and portable infrastructure rentals
• Audio-visual and lighting companies
• Wedding and elopement vendors working on farms
• Photographers and videographers focused on food, lifestyle, or rural storytelling
• Tour operators and experiential travel companies

Safety, compliance & operations
• Health and safety consultants
• Food safety and traceability consultants
• Liability and agritourism-specific insurance specialists
• First aid training providers
• Risk assessment and emergency planning services

Visitor experience & accessibility
• Waste, recycling, and compost service providers
• Signage, wayfinding, and accessibility consultants
• Accessibility and inclusive design services
• Transportation and shuttle services

Hospitality, education & community
• Chefs, caterers, and farm-to-table partners
• Bakeries, breweries, cideries, distilleries, and wineries
• Accommodation providers near agritourism destinations
• Schools, educational organizations, and ag-education programs
• Nonprofits focused on food security, rural development, or wellbeing
• Indigenous tourism and cultural organizations

Technology & future-focused partners
• Booking and ticketing platforms
• Farm management, CRM, and POS systems
• Web developers and digital service providers
• Regenerative agriculture consultants
• Soil health, pollinator, renewable energy, and water management providers

A note on international companies

While AFFPA’s priority is to support local and Canadian businesses, we recognize that innovation and expertise can come from many places.

Companies based outside of Canada are welcome to contact us to explore alignment and partnership opportunities. We assess these relationships thoughtfully, with a focus on long-term value, ethical practices, and benefit to Alberta’s agritourism sector.

Yes, and this is important!

Agritourism thrives when communities participate. You can support AFFPA by:

• Visiting farms
• Choosing local food whenever possible
• Sharing farm experiences with friends and family
• Following and engaging with our content
• Attending public events and farm tours
• Encouraging municipalities and organizations to support agritourism

Agritourism isn’t just a farm issue. It’s an economic, cultural, and community one.

We support farmers by reducing isolation and increasing clarity.

That looks like:
• Clear information about grants, programs, and opportunities
• Practical tools and resource guides
• Peer-to-peer learning and shared experience
• Marketing exposure and storytelling
• Advocacy that reflects real farm realities
• A trusted place to ask questions and not feel behind

We focus on realistic growth, not flashy trends or one-size-fits-all solutions.

AFFPA is non-partisan and apolitical.

We do share information related to provincial and federal programs, grants, consultations, and surveys that affect farmers and agritourism operators. Our role is to inform and advocate not to promote political ideologies or affiliations.

Our focus remains firmly on supporting farmers, agritourism, and direct-to-consumer agriculture in Alberta.