1

CPA Info #255 September 2016

2016 Pumpkins for Profit Tour Evaluation Summary Megan Bruch Leffew, Marketing Specialist

The 2016 Pumpkins for Profit: Growing Tennessee Agriculture Tour was held July 31-August 2, 2016 in west Tennessee and north Mississippi. A total of 40 participants attended, including two Extension specialists from the Center for Profitable Agriculture, one Tennessee Department of Agriculture staff member and one pumpkin seed salesperson. The tour included visits to six pumpkin farms and two university research centers. The tour was coordinated through the Tennessee Agritourism Association. Funding was provided, in part, through a United States Department of Agriculture Specialty Crop Block Grant administered by the Tennessee Department of Agriculture. Educational programming support was provided by Megan Bruch Leffew and Kim Giorgio of the Center for Profitable Agriculture. Farms visited included Falcon Ridge Farm, Country Pumpkins, Wise Family Farm, Brownlee Farms, Green Acres Farm and Donnell Century Farm Adventure. The North Mississippi Research and Extension Center, Lone Oaks Farm and West Tennessee AgResearch and Education Center also hosted events for the tour. Educational presentations were conducted on the following topics and materials are available online at https://ag.tennessee.edu/cpa/Pages/Pumpkins-for-Profit-Tour.aspx:

Marketing Pumpkins for Profit – Megan Leffew, UT Extension Center for Profitable Agriculture

Wholesaling Pumpkins – Richard Lyon, Lyon Family Farms

Product Liability, Hal Pepper, UT Extension Center for Profitable Agriculture

Enterprise Budgeting – Danny Morris, UT Extension

Disease Management – Dr. Alan Henn, Mississippi State University

Weed Control – Dr. John Byrd, Mississippi State University

Pumpkin Research Update – Dr. Casey Barickman, Mississippi State University

Insect Management – Dr. Scott Stewart, UT Extension

Tennessee Agricultural Enhancement Program Update – Clay Dunivan, Tennessee Department of Agriculture

Participants were asked to complete and submit an evaluation form at the end of the tour. A copy of the evaluation is included as the Appendix. A total of 35 evaluations were returned for a response rate of 87.5 percent.

2

Participants were asked to rate their level of knowledge on three topics “after the tour” and “before the tour” on a scale of 1=Very Little, 2=Little, 3=Some, 4=Much, 5=Very Much. The topics were 1) disease management, 2) pest management and 3) pumpkin marketing. A gain in knowledge was calculated based on the differences in the responses (after – before). The level of knowledge gained could range from 0 for no change to four levels of knowledge gained, if a respondent indicated their level of knowledge after the tour as 5=Very Much and before the tour as 1=Very Little. Table 1 shows the range and average levels of knowledge after the tour, before the tour and gained. The number of participants indicating a gain of at least one knowledge level is also listed. For disease management, 31 of 34 respondents increased knowledge at least one level. On average, knowledge increased 1.91 levels. For pest management, 30 of 33 respondents increased knowledge by at least one level with average knowledge gained of 1.76 levels. For pumpkin marketing, 31 of 34 respondents increased knowledge with an average gain of 1.68 levels. Table 1. Level of Knowledge After the Tour, Before the Tour and Gained

Topic

Level of Knowledge After Tour

Level of Knowledge Before Tour

Gain in Level of Knowledge

Range Average Range Average Range

Number Participants Gaining at

Least 1 Level

Average

Disease Management 3-5 4.24 1-4 2.31 0-4 31 (N=34) 1.91

Pest Management 3-5 4.24 1-4 2.38 0-4 30 (N=33) 1.76

Pumpkin Marketing 3-5 4.29 1-4 2.62 0-4 31 (N=34) 1.68

The number and percent of respondents gaining 0, 1, 2, 3 or 4 levels of knowledge for each topic are listed in Table 2. For each topic, three participants indicated no knowledge gained, while 10 to 15 participants gained one level of knowledge. Nine to 11 participants gained two levels of knowledge, 4 to 7 gained three levels and 3 participants gained four levels of knowledge. Table 2. Gain in Knowledge Levels by Topic, Number and Percent

Topic

Gain in Knowledge Total Number

of Responses

+0 Levels +1 Level +2 Levels +3 Levels +4 Levels

% Number % Number % Number % Number % Number

Disease Management

8.8 3 29.4 10 32.4 11 20.6 7 8.8 3 34

Pest Management

9.1 3 39.4 13 27.3 9 15.2 5 9.1 3 33

Pumpkin Management

8.8 3 44.1 15 26.5 9 11.8 4 8.8 3 34

3

Participants were asked to indicate whether or not they expected the information learned on the tour would help them 1) increase pumpkin yields, 2) decrease costs of pumpkin production and 3) increase pumpkin sales. As shown in Table 3, all producer respondents indicated they expected information learned on the tour to help them increase pumpkin yields and increase pumpkin sales. Twenty-six of 31 or 84 percent of producer respondents indicated they expected information learned on the tour would help them decrease costs of pumpkin production.

Table 3. Number and Percent of Respondents Reporting Expected Impact

Expected Impact Yes No N/A Non-producer

Total Responses

Percent of Producers Indicating

“Yes”

Increase pumpkin yields

31 0 4 35 100

Increase pumpkin sales

33 0 2 35 100

Decrease costs of pumpkin production

26 5 3 34 84

Thirty-three participants indicated they currently direct market or plan to begin direct marketing farm products to consumers in the next year. All 33 indicated the tour helped them gain knowledge or skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for their direct marketing enterprise. Thirty-three participants also indicated they currently offer or plan to begin offering agritourism activities, experiences, entertainment or recreation such as tours, events, family fun, haunted attractions, etc. in the next year. All 33 indicated the tour helped them gain knowledge or skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for their agritourism enterprise.

Ray and Bart Gilmer of Falcon Ridge Farm speak about pumpkin production and marketing on a wagon ride through their pumpkin field.

4

Participants provided suggestions on how the tour could have been improved. Ten participants provided suggestions for improvement with the most indicating the middle day of the tour being too long. Suggestions are listed below:

Longer stop times.

Loved it, but the second day was a little too long. The speakers should be given a time amount to speak so that we can tour. I would have loved to drive around Lone Oak Farm a little.

Great info - really appreciate all the hard work putting this together. Suggestions - way too long on day 2. Could have done with one less farm on day 2. 6 1/2 hours is just too much to be on the bus for one day. Please ask the hosts to keep their presentations shorter. We heard about pesticides and fungicides from 5 farms and we had classroom discussions as well, so I would have liked more time to actually "tour" the farms. I wouldn't do classes on the bus. We were trying to pay attention but half the people weren't and we had a hard time hearing. But, as always, this event was great and we learned a lot.

Monday could have been one stop shorter. Day was much too long.

Monday was a very long day. One less stop would've been better.

One or two farm stops less or vastly different operations.

Discuss more about license and start up information.

More networking time.

More food. I'm starving. Nineteen respondents provided positive feedback about the tour. A sampling of comments are listed below:

Great tour. One of the best I have ever been on.

Not a thing. Just what I needed.

Very good. Would like more such tours.

The tour was well planned and executed. I have no suggestions now for improvement.

Everything was well planned and very informative.

Looking forward to touring another region next year.

Tour was great! Enjoyed immensely.

It was awesome.

No improvements! It was fabulous!

Several speakers, including Richard Lyon of Lyon Family Farms, conducted educational sessions on the bus while the group was moving between stops to make the most efficient use of time. Richard shared his experiences with wholesaling pumpkins.

5

Respondents were also asked to list the key resource, information or training still needed after the tour. Six respondents listed items related to pumpkin production. Thirteen producers indicated resources needed for other enterprises, marketing or business management. Three others indicated they could not think of any additional resources needed. Pumpkin Production

Variety spacing.

Deeper information on varieties. Strip vs no-till vs plastic on yield. Trends that consumers want.

Knowledge of new chemicals.

To stay updated on the latest products and practices.

Maybe a little more details or in-depth on things presented.

2016 Southeastern Vegetable Growers Book. Other Enterprises and Business Activities

More PYO operations using different fruits.

Ag education for children.

A vision for your property for future growth.

How to become a LLC.

S-corp, LLC, partnership, etc. advantages/disadvantages.

Regulatory issues.

Vendors! On farm gift shop/market. Merchandise to resell to public.

Possibly more attraction ideas and how it works for the farm.

Agritourism rules and regulations.

Social media.

Within budget - marketing - increase interest locally - how to be competitive but reasonable for your area.

Haunted attractions, self-guided farm tour options, how to incorporate Pok-e-mon game, ag educational activities for field trips, ag educational day camps, stocking an agritourism attraction farm store, how to make elements of our farms interactive through smartphone apps or other technology.

Time to put it together.

Brooks Brownlee of Brownee Farms discusses double cropping of pumpkins after strawberries.

6

Summary The 2016 Pumpkins for Profit: Growing Tennessee Agriculture Tour was held July 31-August 2, 2016 in west Tennessee and north Mississippi. A total of 40 participants attended. The tour included visits to six pumpkin farms and two university research centers. The tour was coordinated through the Tennessee Agritourism Association. Funding was provided, in part, through a United States Department of Agriculture Specialty Crop Block Grant administered by the Tennessee Department of Agriculture.Educational programming support was provided by the Center for Profitable Agriculture. Evaluation respondents reported increases in knowledge from the tour including the following:

31 of 34 respondents increased knowledge at least one level in disease management

30 of 33 respondents increased knowledge by at least one level in pest management

31 of 34 respondents increased knowledge by at least one level in pumpkin marketing

All producer respondents indicated they expected information learned on the tour to help them increase pumpkin yields and increase pumpkin sales. Twenty-six of 31 or 84 percent of producer respondents indicated they expected information learned would help them decrease costs of pumpkin production.

Thirty-three participants indicated they currently direct market or plan to begin direct marketing farm products to consumers in the next year an offer or plan to begin offering agritourism activities in the next year. All 33 indicated the tour helped them gain knowledge or skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for their direct marketing and agritourism enterprises.

Stanley Wise of Wise Family Farm assisted in planning the tour by helping make contacts with Mississippi farms and speakers. Stanley and daughter Katherine welcomed the group with a tour of their pumpkin fields and fall agritourism attractions used to market pumpkins. The group enjoyed treats of homemade peach ice cream and fresh watermelon.

7

Appendix – 2016 Pumpkins for Profit Evaluation

Please complete this form to help us evaluate the tour, report impact and provide input for future events. 1. Please provide two responses for each topic in the table below. In the first column labeled “AFTER the Tour”,

mark the response that best represents your level of knowledge of each topic now, after participating in the tour, on a scale of “Very Little” to “Very Much”. In the shaded column labeled “BEFORE the Tour”, mark the response that best represents your level of knowledge before your participation in this tour.

AFTER the Tour

Topic

BEFORE the Tour

Very Little

Little Some Much Very Much

Very Little

Little Some Much Very Much

1 2 3 4 5 1 2 3 4 5

⃝ ⃝ ⃝ ⃝ ⃝ Disease Management ⃝ ⃝ ⃝ ⃝ ⃝

⃝ ⃝ ⃝ ⃝ ⃝ Pest Management ⃝ ⃝ ⃝ ⃝ ⃝

⃝ ⃝ ⃝ ⃝ ⃝ Pumpkin Marketing ⃝ ⃝ ⃝ ⃝ ⃝

2. Do you expect the information you learned during this tour will help you…?

a. Increase pumpkin yields ⃝ Yes ⃝ No ⃝ N/A – Non-producer

b. Decrease costs of pumpkin production ⃝ Yes ⃝ No ⃝ N/A – Non-producer

c. Increase pumpkin sales ⃝ Yes ⃝ No ⃝ N/A – Non-producer

3. Do you currently direct market or plan to begin direct marketing farm products to consumers in the next year

(pick-your-own, on-farm retail, CSA, farmers market, etc.)?

Yes Go to Question 4. No Skip to Question 5.

4. Did the tour help you gain knowledge/skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for your direct marketing enterprise?

Yes No

5. Do you currently offer or plan to begin offering agritourism activities, experiences, entertainment or recreation such as tours, events, family fun, haunted attractions, etc. in the next year?

Yes Go to Question 6. No Skip to Question 7.

6. Did the tour help you gain knowledge/skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases for your agritourism enterprise?

Yes No

7. How could the tour have been improved? _____________________________________________________________________________________________

_____________________________________________________________________________________________

8. What is the key resource, information or training you still need? _____________________________________________________________________________________________

_____________________________________________________________________________________________

Thank you!