Notes From the Field

I have just returned from a two-week USAID Farmer-to-Farmer volunteer assignment in the Philippines, in which I worked with the host organization, ASHI, to develop an agritourism strategy for their region. During my assignment in the Philippines, I had the privilege of driving or hiking through remote, rocky roads in lush rural settings to visit small farms, speak with farmers, eat freshly picked fruit, and drink my fair share of young coconut water. Not only was I surrounded by beautiful natural landscapes, I was instantly immersed in the country’s agriculture–seeing, tasting, and hearing about all aspects of the system. I learned from the farmers about what crops are produced, how they are grown, where they are sold, and how they are prepared; but, I also learned about the challenges facing small-scale farmers, grassroots efforts to address these challenges, as well as the farmers’ perspective of government support and their ranking within the social hierarchy.

Who knew that you could gain so much insight into a region’s environment, culture, and society just by walking around a farm and chatting with a farmer? Well…I did. As do most agricultural professionals who are lucky enough to visit farms and speak with farmers as part of our jobs. And those of us who work in agritourism, we believe these invaluable exchanges should (and need) to happen with everyone, not just those involved in agriculture. Yes, I admit, that, given my background, I may have a different experience on a farm tour than an average visitor. Asking probing questions, assessing the barriers to market outlets, comparing and contrasting the challenges of small-scale Filipino farmers to their US counterparts. I can’t help myself. But, I am convinced that, regardless of one’s background, a similar farm tour can result in an increased knowledge of and appreciation for the products grown on the farm and the farmer who grew them. This isn’t just a hunch, there is a lot of research to back this up.

Agritourism can provide many benefits to the farmer, the visitor, and the broader community. Diversifying and potentially increasing income for farmers is, of course, a leading motivator for getting into agritourism. Income generation and increasing financial stability for small-scale farmers is why ASHI, the host organization that I worked with, is developing agritourism in collaboration with their farmer members. These farmers are extremely vulnerable to the risks of farming, including price instability and environmental disasters. I agree with ASHI, and the previous Farmer-to-Farmer volunteer who conducted an assessment, that there is potential for agritourism in the target farming communities. Additional income generated from agritourism could meaningfully contribute to their livelihoods, especially when there are crop failures. That being said, as I was meeting with farmers, to inform the trainings and resources that I would ultimately develop for the project, I was struck by what I think might be the leading benefit of participating in agritourism to these particular farmers - respect.

A sentiment that was consistently underscored by the farmers that I met was feeling unseen, unappreciated, and unsupported. By the government and by the community at large. This was communicated in a variety of ways from subtle phrasing such as “I am ‘just’ a farmer” to one farmer overtly stating that, in his opinion, farmers in the Philippines are on the lowest rung of society. While addressing actual and/or perceived inequities is a complex issue, far and away outside of the scope of this assignment, I optimistically think that agritourism can play a small role in empowering farmers.

Through agritourism, farmers have the opportunity to assert themselves as the experts, and be recognized as such by their visitors. Exposure to the realities and challenges, not to mention the importance (food has to come from somewhere), of farming can leave visitors with a newfound respect for farmers. This can build confidence in farmers, with the potential to transform their self-identity away from feeling like ‘just’ a farmer to feeling valued for their knowledge of their profession and their contribution to the community. In addition to a shift in self-identity, there is potential for the perception of society as a whole to increase the level of respect given to farmers.

I could see the farmers’ confidence building in real time. During our training and interviews, I shared pictures of other farms and farmers from around the world, describing how those farmers run successful agritourism operations in which visitors are excited to visit and learn. The farmers could see themselves reflected in those images and began to visualize what agritourism could look like on their farms. In one of our training activities, the farmers were asked to list the assets that could contribute to a visitor experience. This started out slow. But after a few prompts and suggestions, the wheels began to spin, self-assurance grew, and before we knew it, there were pages and pages of ideas! I can imagine how good they will feel after they get their first group of visitors admiring their farm and appreciating their work.

My Farmer-to-Farmer assignment felt like a truly unique experience. And it was. But it doesn’t have to be. The insights that I gained into the mechanics of farming and into the humanity of the farmers can and should be experienced by others. Exposure, engagement, and education provided by agritourism can have a profound impact on the individual and beyond. ASHI is committed to thoughtfully developing an agritourism model that will attract fellow Filipinos, and that will be at a scale that won't be exploitative to the environment or the farming communities. I am thankful for the opportunity to contribute to the development of this plan and I am hopeful that, in addition to financial benefits, the farmers that I met will gain the confidence and respect that they deserve.