Worcester Business Journal

wbjournal.com | October 19, 2026 | Worcester Business Journal 7 ECONOMIC FORECAST 2023 INSIGHTS: Community Crops to crowds Central Mass. farms cultivate revenue beyond the harvest BY FRED HURLBRINK JR. Special to WBJ W hen Andre Tougas pulls a business card from his wallet for a curious guest, the bent cor- ners and dirt-smudged edges all point to farming. And if there were any doubt, the down-to-earth slogan across the bot- tom makes it clear: "Growers of fruit for customer harvest." Apples and strawberries remain at the heart of Tougas Family Farm. Still, the hilltop orchard nestled in a leafy corner of Northborough has evolved into much more. Farmers increasingly need to attract visitors not just for the harvest, but for an experience. And Tougas Family Farm is a leading example. "So it's kind of necessary in New England," Tougas said. "At this point you're in a much better situation if you're diversified and you can sell directly to your customers." Across Worcester County, farms are expanding beyond traditional agricul- ture, offering entertainment, dining and other activities to generate revenue. Worcester County has more farms than any other county in Massachu- setts, and those farms are trying to capitalize on new opportunities as they face ballooning costs and increas- ingly volatile weather. From school field trips at George Hill Orchards in Lancaster to horse- back riding lessons at Millbury's Stowe Farm, a local authors fair at Brook- field Orchards or Glow Night at the corn maze at Wojcik's Farm in Black- stone, farmers are finding ways to remain financially viable. Two-thirds of the state's agritourism takes place in Worcester County, according to the U.S. Department of Agriculture. "Our farmers here in Massachusetts, the majority of them are operating at a loss," said David Reed, executive di- rector of Central Mass Grown, a farm advocacy nonprofit headquartered in Rutland. "On average, farmers make 95 cents back for every dollar they invest (in production)." Rooted in the buy local movement, Central Mass Grown has for the past decade worked with farmers, commu- nity leaders and lawmakers to increase the visibility and profitability of local farms. According to the U.S. Department of Agriculture's 2022 Census of Ag- riculture, Worcester County's 1,623 farms are the most of any county in Massachusetts, representing more than 90,000 acres of farmland. e average farm comprises 56 acres, per the census, which is released every five years. e market value of products sold was $87.1 million, including agritour- ism, up 34% from 2017, accounting for about 14% of the state's $607 million in sales. Ninety-six percent of farms in the region remain family-run operations. One-third sell directly to consumers. "ere is this perception that buying local is a luxury," Reed said. "It's not, it's vital. But people have less money to spend at the end of the day, and that's hurting farmers." For farms that sell directly to con- sumers, attractions and special events can help overcome that challenge by bringing visitors to the property and encouraging additional purchases. Jen and Jason Robinson visit the pumpkin patch at Tougas Farm in Northborough. PHOTOS | MATT WRIGHT continues on page 8

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